Core Viewpoint - The rapid growth of live e-commerce is accompanied by significant regulatory scrutiny and persistent quality issues, necessitating a balance between commercial and social values in the industry [1][6][8]. Regulatory Developments - The State Administration for Market Regulation and the National Internet Information Office are drafting a regulatory framework for live e-commerce to enhance oversight and protect consumer rights [1]. - The proposed regulations require platforms to establish clear rules, verify the identities and qualifications of live streamers, and report data to assist in consumer protection [1]. Market Performance - The recent "618" shopping festival showcased impressive sales figures for live e-commerce, with top streamers achieving daily sales exceeding 100 million yuan [4]. - Platforms like Douyin leveraged their short video capabilities to drive traffic to live streams, resulting in significant sales growth for emerging brands [4][5]. Industry Challenges - Despite the booming sales, the industry faces ongoing issues of "heavy marketing, light quality," with a 10.5-fold increase in market size over five years accompanied by a 47.1-fold rise in complaints [6]. - Instances of false advertising and counterfeit products remain prevalent, undermining consumer trust and safety [6][7]. Consumer Experience - Many consumers report difficulties in returning products purchased through live streams, highlighting a lack of adequate after-sales service [7]. - The prevalence of misleading marketing tactics, such as false scarcity claims, further erodes consumer rights [7]. Technological Integration - The integration of artificial intelligence in live e-commerce is seen as a pathway to enhance efficiency and reduce waste, with AI systems helping to match consumer needs with product offerings [8]. - AI-driven innovations are also being explored to promote cultural heritage and optimize supply chains, potentially leading to industry growth and job creation [9]. Future Outlook - The live e-commerce sector is encouraged to continue exploring AI applications and cross-industry collaborations to achieve sustainable development while balancing commercial and social values [9].