People’s Forum Online Review ｜ Live broadcast with goods specification, the operator is feasible and stable.

　　Live marketing personnel or live room operators must be at least 16 years old; Eight live broadcasts were explicitly prohibited; Do not deceive or mislead users by deleting or shielding relevant unfavorable comments … … Recently, the National Internet Information Office, the Ministry of Public Security, the Ministry of Commerce, the Ministry of Culture and Tourism, the State Taxation Administration of The People’s Republic of China, the State Administration of Market Supervision, and the State Administration of Radio and Television jointly issued the Measures for the Administration of Webcast Marketing (Trial), which came into effect on May 25, 2021.

　　In recent years, live broadcast with goods has become a hot spot, and the industry has developed rapidly, forming an upsurge of "live broadcast with goods for all". Many consumers have also developed the habit of shopping in live broadcast rooms and easily bought a trillion-dollar market. However, due to the immaturity of the live broadcast industry, fake and shoddy, false propaganda, high quality and low price, billing and other chaos frequently occur, and it is difficult for many consumers to protect their rights when buying problematic goods. It can be seen that the live broadcast of goods urgently needs to strengthen norms, form institutionalized restraint forces, clean up and rectify violations, urge the industry to step into standardized operations, and protect the legitimate rights and interests of consumers, so as to be stable and far-reaching.

　　The data shows that as of December 2020, the number of e-commerce live users in China was 388 million, an increase of 123 million compared with March 2020, accounting for 39.2% of the total netizens, ranking first in the number of all kinds of webcast users. Obviously, live broadcast with goods has become the mainstream mode of online shopping, which has great market competitive advantages and broad market development prospects. However, the existence of various problems has damaged the reputation of the industry and infringed on the rights and interests of consumers. Therefore, we can’t let chaos interfere with the operation of the industry. We need to rein in the rush in time and urge the industry to return to the normal track.

　　In the face of frequent chaotic live broadcasts, the relevant competent departments have frequently rectified and standardized, and introduced a number of management measures, which have played a certain role in restraining. This time, the "Measures" jointly issued by the seven departments clearly stipulated the norms that should be observed by platforms, anchors, etc., and made a clear negative list. At the same time, it also clarified the punishment mechanism. For example, operators of live broadcast rooms and live broadcast marketers are not allowed to fabricate or tamper with data such as transactions, attention, views and likes. Obviously, after the formal implementation of the "Measures", the supervision of live broadcast will be stricter in the future, and violations will be severely investigated. Law-abiding and orderly development is king.

　　Nowadays, when the live broadcast industry has become bigger and the social impact has gradually increased, chaos can no longer be tolerated, and it is inevitable to strengthen supervision, draw the bottom line rules, and promote healthy development through standardized operation. It can be seen that the strengthening of supervision is a good thing for the live broadcast industry, which can give play to the supervision power, clean up the market chaos, realize the good money to drive out the bad money, and let the law-abiding operators obtain more lasting benefits.

　　E-commerce has been developed for many years, and the business model has been iteratively upgraded for many times. Live broadcast with goods is the latest e-commerce model. We should give full play to our own advantages, become the "leader" and innovator of e-commerce, bring more gains to the industry and consumers, and form a positive feedback effect in order to achieve greater achievements. Therefore, practitioners should take advantage of the development opportunity brought by the implementation of the Measures, carry out rectification in accordance with various regulations, abide by laws and professional ethics, and realize standardized operation as soon as possible, so as to become a booster for social and economic development. (Author: Jiang Debin)