(Source: China Market Supervision News, December 26, 2025)

Adhering to the overall coordination of development and security is an important principle that must be followed for economic and social development during the "15th Five-Year Plan" period. At present, live streaming e-commerce has become the core growth pole of the digital economy. However, it is also accompanied by chaos such as false propaganda, data fraud, lack of quality control, and damage to consumer rights. The problems of disorderly expansion of capital and blurred boundaries of innovation have become increasingly prominent. It is difficult for the traditional regulatory model to take into account risk prevention and control and industrial vitality. It is urgent to build a modern regulatory system that takes the healthy development of live streaming e-commerce as the "one body" and builds a solid compliance bottom line and cultivates innovation momentum as the "two wings".

Anchoring multi-dimensional collaboration is the core orientation for the healthy development of live streaming e-commerce. The core of the healthy development of live streaming e-commerce is not the sole pursuit of scale growth, but the realization of multi-dimensional synergy between market order, industrial quality and social value. In terms of market order, it is necessary to eliminate information asymmetry and promote fair competition and standardized transactions; in terms of industrial quality, it is necessary to promote the in-depth integration of live streaming and supply chain upgrades, quality control improvements, and service optimization, and guide the industry from "traffic-driven" to "quality-driven"; in terms of social value, it is necessary to take into account both economic and social benefits, give play to inclusive attributes, prevent risks such as disorderly expansion of capital, resource monopoly, and excessive entertainment, and achieve the unity of commercial value and social value.

Building a solid bottom line for compliance is a key measure for live broadcast e-commerce supervision. The bottom line of compliance is the "ballast stone" for the healthy development of the industry. Supervision needs to strike a balance between precision, cost minimization and effect maximization. Differentiated supervision should be implemented based on the size of the entity, risk level, etc.: rigid constraints should be strengthened on leading entities and high-risk behaviors; procedures should be simplified and guidance provided for small and medium-sized entities to reduce their compliance costs. At the same time, a collaborative system of "government supervision + platform autonomy + industry self-discipline" will be built to consolidate the platform's responsibilities in auditing, checking, and data reporting. Adhere to equal emphasis on punishment and guidance, not only punish violations in accordance with the law, but also guide entities through guidelines, training, etc. to shift from "I want to comply" to "I want to comply"

Cultivation of innovation momentum is an important starting point for live broadcast e-commerce supervision. Innovation momentum is the "driving force" for industry development. Supervision should be inclusive and prudent and stimulate endogenous motivation. First, we need to innovate regulatory tools, use sandbox supervision, flexible supervision and other methods to leave pilot space for new business formats such as cross-border live broadcasts, and use technical means to dynamically monitor risks. The second is to improve the incentive mechanism, provide policy support for innovations such as rural revitalization and industrial upgrading, establish an innovation evaluation system, and link it with regulatory fault tolerance and policy support. The third is to build a dynamic adaptation mechanism to promptly iterate regulatory standards when innovation breaks through the existing framework to avoid compliance lags that inhibit innovation or innovation breakthroughs that cause risks.

Strengthen implementation guarantees and achieve dynamic optimization. To ensure the implementation of the "one body, two wings" mechanism, it is necessary to clarify the rights and responsibilities of the government, platforms, enterprises, and industry associations: the government sets rules and strengthens supervision; platforms are responsible for autonomy and risk control; enterprises focus on compliance and innovation; associations promote standards and self-discipline. Supervisory policies should take into account both stability and flexibility. While maintaining continuity, they should be optimized in a timely manner as industry development, technological evolution and risk changes occur. In addition, it is necessary to strengthen the protection of consumer rights, unblock rights protection channels, establish a rapid dispute resolution mechanism, enhance consumer confidence, and consolidate the market foundation for the healthy development of the industry.（Written by: Cheng Bohui Reviewed by: Liu Bin)

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