Core Viewpoint - The rapid growth of private domain e-commerce is accompanied by significant challenges in regulation and sustainability, particularly due to issues like false advertising and lack of standards [1][3][4]. Group 1: Regulatory Challenges - The Market Supervision Administration reported that false marketing and counterfeit goods are the most prominent issues in the live e-commerce sector [3]. - New marketing scams targeting elderly consumers have emerged, exploiting their health concerns and limited information discernment [4]. - A complete marketing chain has been identified, involving offline lead generation, targeted customer outreach, and interactive live streaming [6]. Group 2: Legal Developments - The revised Anti-Unfair Competition Law of the People's Republic of China, effective October 15, 2025, provides more detailed regulations on online unfair competition [6]. - The "New Consumption Model and Platform Economy Risk Analysis Report" has been initiated to identify risks in business operations through expert evaluations [6][12]. Group 3: Compliance and Best Practices - Three private domain e-commerce companies have successfully increased their repurchase rates by 30% through compliant operational strategies [8]. - Non-compliance can lead to severe consequences, as demonstrated by a case where a company attempted to evade regulatory scrutiny but ultimately faced administrative penalties and reputational damage [8]. - The upcoming "Live E-commerce Supervision Management Measures" aims to strengthen governance and address issues in the live e-commerce sector [8]. Group 4: Industry Insights - Experts emphasize that private domain e-commerce is not exempt from legal regulations, and all commercial promotions through private channels must comply with existing laws [10][12]. - The focus is shifting from reactive compliance to proactive compliance, integrating compliance requirements into corporate culture to foster sustainable industry growth [12].