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wang tao analyzed that the complexity of the live broadcast e-commerce ecosystem lies in "conflicts of interest." platforms, anchors, merchants and consumers all have differences in power and responsibility in the process of pursuing their own interests. for example, in order to promote its own services, a platform may have higher requirements for anchors; anchors hope to obtain more revenue and achieve their goals through "traffic monetization". merchants need to choose suitable partners to maximize product promotion effects.
with the rapid development of live streaming e-commerce, regulatory authorities are also actively exploring and improving related issues. in the past five years, the live broadcast e-commerce market has increased by 10.5 times, while the number of complaints and reports has increased by 47.1 times. this highlights the contradiction between the development and regulation of the live broadcast e-commerce industry. the state administration for market regulation has revised the "measures for the supervision and administration of online transactions" to clearly include "the business activities of selling goods or providing services in information network activities such as online social networking and online live broadcasts" into the scope of supervision, and has formulated relevant laws and regulations, such as the "china regulations for the implementation of the consumer rights protection law of the people's republic of china.
regarding the responsibilities of anchors, their roles need to be clarified. generally speaking, anchors participate in the product sales process and play three roles: advertising spokesperson, advertising publisher, or actual seller. the specific situation needs to be determined based on the actual situation. the supreme people's court has published a judicial judgment case that identified the anchor as an operator. this judgment shows that the behavior of live streaming may also involve business activities and must bear corresponding legal responsibilities.
in recent years, regulatory authorities and courts have continuously strengthened the standardization of live broadcast e-commerce, formulated new laws, regulations, policies and measures, and cracked down on illegal activities through various means, such as the rectification of "black platforms" and the review of anchor qualifications. to ensure that consumer rights and interests are protected.
as supervision intensifies and the market environment changes, the live streaming e-commerce industry will develop in a more mature and standardized direction. however, it also faces new challenges, such as how to balance the distribution of interests, how to promote fair competition, and how to safeguard the rights and interests of anchors.
