Zhejiang News Client reported on June 17 that the sudden epidemic in 2020 has brought opportunities for explosive growth to live streaming e-commerce, becoming a new trend in the development of the Internet economy under the new normal. According to statistics, there were more than 4 million e-commerce live broadcasts nationwide in the first quarter of this year, and the market size is expected to reach a trillion level throughout the year. Zhejiang, as the highland of the country's Internet economy, has also become the main gathering place for live broadcast e-commerce.

On June 17, the "Live Broadcasting E-commerce Industry Governance Forum" was held in Hangzhou. At the forum, the Zhejiang Provincial Online Business Association released the "Live Broadcasting E-Commerce Service Specifications (Draft for Comments)", which is also the country's first live streaming e-commerce industry standard.

This standard starts from the perspective of the live broadcast e-commerce ecosystem and industry chain, and based on the different participating roles of the live broadcast e-commerce, respectively establishes the main qualifications, certifications, merchants and anchors’ entry review, and rules. Establish a full-process standardized system for live broadcast monitoring, violation handling, and consumer rights protection.

This standard puts forward the following regulatory requirements for the live broadcast e-commerce industry:

1. For live broadcast platforms, it is recommended that sound qualification specifications, goods or services that match the development of e-commerce business should be established and improved. Promote content standardization and review monitoring, strengthen the identity review of live broadcasts, improve consumption guarantee and standardization systems, and strengthen ecological governance of promotion content.

2. For merchants who settle on the platform, it is recommended that they fulfill the obligations and responsibilities of e-commerce operators in accordance with the law, clearly demonstrate their operations, abide by legal norms and platform entry rules, ensure the quality of live broadcast products, and standardize publicity behaviors. , fulfill consumer protection obligations in accordance with the law.

3. For anchors, it is recommended that they abide by legal norms and the entry rules required by platform rules, set up live broadcast scenes reasonably, and regulate their own live broadcast behavior in accordance with the law.

4. For MCN organizations, it is recommended that they actively cooperate with the platform and standardize the content release of contracted anchors, review content, and deal with violations in accordance with the cooperation agreement and platform rules.

5. For the industry, it is recommended that all business entities in the industry strengthen collaboration, continuously improve basic capacity building, benchmarking governance levels, jointly punish merchants and anchors who seriously violate laws and regulations, and jointly create good industry development environment.

It is reported that it will be officially released in July according to the procedural standards.