On June 17, the "Live E-commerce Industry Governance Forum" hosted by Zhejiang Internet Business Association was held in Hangzhou. Representatives of e-commerce and live broadcast platforms such as Alibaba, Tik Tok, Aauto Quicker, Ji Yun and Beibei, as well as representatives of more than 20 MCN organizations such as Qian Xun where Weiya is located, Chen Fan where Shirley is located, Ruhan, etc. gathered together to talk about business industry governance. At the seminar, the draft of the standard of "Live E-commerce Service Specification" (hereinafter referred to as "Specification") was released, and the standard will be officially released in July.
Zhejiang Internet Merchants Association is a subsidiary of Zhejiang Market Supervision Administration, and the Code is also the first local standard issued in Zhejiang.
The staff of Zhejiang Online Merchants Association told the reporter of China Times that they would seek the opinions of platforms, MCN, lawyers, scholars and experts, especially Ali, A auto Fast Consumer and Pinduoduo.
The platform for commodity problems should be at the bottom.
According to the draft standard of "Service Specification for Live E-commerce", from the perspective of live e-commerce ecosystem and industrial chain, according to the different roles of live e-commerce, the standard system of the whole process, such as subject qualification, bright certificate, merchant and anchor entry audit, rule making, live monitoring, illegal disposal and consumer rights protection, was established respectively.
Specifically, it includes: First, for the live broadcast platform, it is suggested to establish and improve the qualification standard, the standardization and monitoring of the promotion content of goods or services that match the development of e-commerce business, strengthen the identity audit of live broadcast, improve the system of consumer protection and standardization, and strengthen the ecological governance of the promotion content.
Secondly, it is suggested that businesses entering the platform should fulfill the obligations and responsibilities of e-commerce operators in accordance with the law, highlight their business, abide by legal norms and platform entry rules, ensure the quality of live broadcast products, standardize publicity behavior, and fulfill consumer protection obligations in accordance with the law.
Thirdly, for the anchor, it is suggested to abide by the rules required by legal norms and platform rules, set up live broadcast scenes reasonably, and standardize their live broadcast behavior according to law.
Fourthly, for MCN institutions, it is suggested that they actively cooperate with the platform and standardize the content release, content review and illegal handling of contracted anchors in accordance with the cooperation agreement and platform rules.
Fifth, for the industry, it is suggested that all business entities in the industry strengthen coordination and cooperation, continuously improve basic capacity building, benchmark the level of governance, jointly punish businesses and anchors who violate laws and regulations seriously, and create a good environment for industry development.
Huang Tao, CEO of Qian Xun Holdings, told reporters that the code can achieve good supervision and management. With this threshold, everyone can be strict with themselves because of these regulations, which can make the industry develop better and healthier.
"After the introduction of standards, the division of responsibilities and rights will be more clear. When we set responsibilities, we can focus on dealing with them. For example, this problem is a commodity problem, and we can find a merchant. This is a publicity problem, and we may find an anchor. If it can't be solved, the platform should be at the bottom. " Cai Feihe, director of Yuhang District Market Supervision Bureau, said.
Alibaba's global headquarters is located in Yuhang District, Hangzhou. Alibaba's cloud computing data center and rookie headquarters are located in Yuhang District, Hangzhou.
Multi-departments compete for the introduction of live broadcast standards.
The sudden epidemic in 2020 brought explosive growth opportunities to live e-commerce and became a new trend of network economy development under the new normal.
"According to statistics, in the first quarter of this year, there were more than 4 million live broadcasts of e-commerce nationwide, and it is expected to reach a market scale of trillions of dollars throughout the year." A person from the Zhejiang Network Business Association said that Zhejiang, as the birthplace of the Internet economy and a hot spot for innovation and entrepreneurship, has become the main gathering place for live e-commerce. As a new industry, the long-term development of live broadcast is inseparable from a fair and standardized market environment, from the honest operation of all parties in the live broadcast industry, and from the trust and support of consumers. Promoting industry governance and compliance has become industry knowledge.
The reporter of China Times found that when the live broadcast of commodities was in the ascendant, celebrities such as Dong Mingzhu and Luo Yonghao also joined the live broadcast army, and the introduction of norms and standards for the live broadcast of commodities became a hot topic in many departments and industry associations.
In addition to the statement "The First Industry Standard for Live E-commerce" issued by Zhejiang Online Merchants Association under Zhejiang Market Supervision Bureau on June 17, the China Business Federation supervised by SASAC issued the Notice of China Business Federation on Issuing the Second Batch of Group Standard Project Plans in 2020 (China Business Union Standard [2020] No.2) in early June. The document requires the Media Shopping Professional Committee of China Business Federation to take the lead in drafting and formulating two standards, namely, the industry's first national community standard "Basic Standard for Video Live Shopping Operation and Service" and "Evaluation Guide for Online Shopping Integrity Service System", which is interpreted as "The first national live broadcast e-commerce standard will be issued".
On June 15, Zhejiang E-commerce Standardization Technical Committee, a subsidiary of Zhejiang Provincial Department of Commerce, issued the Letter for Solicitation of Opinions on Group Standards, which is one of the six live e-commerce group standards formulated by Zhejiang E-commerce Promotion Association in Zhejiang E-commerce Standardization Technical Committee. Together with Taobao Live, Tik Tok Aauto Faster, Mushroom Street and other platforms, the live e-commerce alliance was launched, and the system started the construction of the live e-commerce standardization system.
Some people in the e-commerce industry told the reporter of China Times that the standards currently being formulated or promulgated are all industry self-discipline rules, and the rulemakers are official organizations, but the standards themselves are not mandatory unless they become regulations formulated by the regulatory authorities.
A person from Zhejiang Network Business Association said that after the release of the standard, it is planned to report to Zhejiang Market Supervision Bureau, which will become the basis for the e-commerce live broadcast standard issued by the government.