Zhejiang news client reported on June 17 that 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 the market scale of trillion US dollars throughout the year. As the highland of the national Internet economy, Zhejiang has also become the main gathering place for live e-commerce.

On June 17, the "Live E-commerce Industry Governance Forum" was held in Hangzhou. At the forum, Zhejiang Network Business Association issued the "Specification for Live E-commerce Service (Draft for Comment)", which is also the first domestic industry standard 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 has established a standardized system for the whole process from subject qualification, bright certificate, merchant and anchor entry audit, rule making, live broadcast monitoring, illegal disposal, and consumer rights protection.

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

1. For the live broadcast platform, it is suggested to establish and improve the qualification specification, content specification, review and monitoring of goods or services that match the development of e-commerce business, strengthen the identity audit of live broadcast, improve the consumer protection and standardization system, and strengthen the ecological governance of promotional content.

2. For businesses entering the platform, it is suggested to fulfill the obligations and responsibilities of e-commerce operators in accordance with the law, highlight 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.

3. For the anchor, it is recommended to abide by the rules required by legal norms and platform rules, set up live broadcast scenes reasonably, and regulate their live broadcast behavior according to law.

4. For MCN institutions, it is suggested that they actively cooperate with the platform, standardize the content release of contracted anchors, and review and deal with violations of the content according to the cooperation agreement and platform rules.

5. 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.

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