Live-streaming e-commerce has ushered in development opportunities even the COVID-19 pandemic has affected offline consumption. On September 9, the first national live-streaming e-commerce development seminar took place. According to the seminar, the scale of China’s live-streaming e-commerce market will exceed 3.4 trillion yuan in 2022. With an annual growth rate of 53%, it will exceed 4.9 trillion yuan next year.
Zhu Yannan, director of the development research center of the State Administration of radio, film and television, said at the meeting that on May 30 this year, the State Administration of radio, film and television issued the administrative measures for economic institutions in the field of radio, television and online video. Recently, the nine ministries and commissions jointly issued a notice to severely investigate and deal with the behaviors of medical institution staff who took advantage of their positions to sell products in live-streaming. In addition, the provincial radio and television administrative departments have also carried out special rectification on the live Internet platforms in their respective regions, and made clear the relevant regulations and requirements, which are mainly reflected in the following aspects:
First, it is required to strengthen the management of the filing system of the network live broadcasting platform; The second is to implement the pre filing system of online audio-visual live broadcasting; Third, strictly implement the selection and control of network audio-visual program live hosts and guests; Fourth, actively carry out the ecological governance of online live broadcasting, carry out the special inspection of “double random and one open”, deal with the illegal offline in a timely manner, and ban the illegal accounts; Fifth, strengthen personnel training, supervise all platforms to strictly implement the relevant requirements of the anchor real name system, improve the audit mechanism, and upgrade the audit system.
Zhu Nanyan said that currently, all online live broadcasting platforms have adopted internal management systems and measures for network anchors. According to a series of laws and regulations, such as the regulations on information service management of public accounts of Internet users and the regulations on Ecological Governance of network information content, all live broadcasting platforms have formulated the management measures for anchors of live broadcasting platforms, and have standardized the registration, review, filing and other processes according to the principle of first review and then release.
Zhang Guohua, former director of the advertising supervision and Administration Department of the State Administration for Industry and Commerce and President of the China Advertising Association, said at the meeting that by June 2022, China’s Internet users had reached 1.056 billion, China’s short video users had reached 962 million, and China’s live broadcast users had reached 761 million. Regarding live broadcasting with goods as an upgraded form of advertising, as early as June 25, 2020, the Advertising Association took the lead in issuing the first code of conduct for online live broadcasting marketing, and later issued the selection code.
With the standardization of live e-commerce, it has a very important guiding role for advertisers. Deep digital China will continue to pay attention to and report.