After JD.com publicly criticized Li Jiaqi, live-streaming e-commerce has taken a hit.

At noon today, the boiling spread for a long time of live e-commerce supervision finally lifted the veil, Hangzhou Bureau of Justice issued the "live e-commerce industry compliance guidelines (draft for comments", mainly on the anchor, anchor's organization, platform and with goods range to do some restrictions. In short, several tightening directions:

1. The space for natural person anchors will become narrower and narrower: The Opinion Draft sets an age requirement for live e-commerce practitioners (greater than or equal to 16,16-18 with the consent of the guardian), the filing requirements for specific commodities, the requirements for strict control of commodity quality, the qualification requirements for specific fields (medical and health, finance, law, education), the qualification requirements for special commodities, the examination requirements, etc.

These qualifications and filing work are not small things that can be operated with one click, which raises the threshold for natural person to broadcast live.

2. Platforms also need to be "fully certified": Platforms here currently include two types, such as social platforms and e-commerce platforms. For live marketing platforms such as TikTok, Kuaishou and Taobao, some filings and licenses may also need to be supplemented (8 items).

For example, there were also entertainment live broadcast platforms before, which may need to supplement the filing and vouchers of [transaction category] (online food transaction third-party platform filing, medical device online transaction service third-party platform filing, Internet drug information service qualification certificate, publication online transaction platform filing). On the contrary, traditional e-commerce platforms need to supplement the license of [live broadcast category] (online culture business license, information network transmission audio-visual program license).

Dolphin Jun glanced at the official website of several platforms. At present, Taobao's certificates are relatively complete. However, under this restriction, large platforms should have relevant documents or it is not difficult to supplement them. However, in the future, some small and medium-sized platforms may encounter the problem of document application jam, the share of favorable head platforms is concentrated.

3. Limitation on the scope of goods with goods: In addition to illegal goods and special goods (vaccines, blood products and other special medicines, tobacco, wild animals, etc.) under normal cognition, fake and inferior products, three non-products, duty-free purchasing on behalf of others, and double reduction of education and training services are also prohibited commodities. Therefore, it will be greatly affected in the live broadcast of some white brands, three non-products and sales discipline training courses.

4. a precise blow to some of the current chaos: The previously hotly debated Jingdong x Li Jiaqi incident finally came to an end, but Li Jiaqi's lowest price agreement was exposed. In response to this problem, the "opinion draft" specifically proposed that the anchor should not sign the lowest price agreement, exclusive agreement and other behaviors, which can be regarded as a precise blow.

The live e-commerce company running all the way finally encountered the first speed bump, and the traditional shelf e-commerce business had a short respite. In view of the above main tightening direction, Dolphin believes that whether it is a social platform or a traditional e-commerce platform, the trend of brand self-broadcasting will become more and more important in the future live e-commerce.

Natural persons or head anchors will be subject to relatively large rectification and standardization. At the same time, the hotbed of fake and inferior or three-no products on the live broadcast will be interrupted. White brand goods without quality inspection certificates and fake jewelry rough stones that often appear on short video platforms such as trembles and fast hands will also be subject to relatively severe and accurate blows. However, the proportion of GMV for such products on short video platforms is not low.

For example, the GMV for jewelry on Shake Fast Platform is ranked in TOP5 commodity fields. This year, double 11 platforms have tried their best to compete for users' "not rich" wallets. Judging from the growth rate of presale data, tremolo and fast hands are still the biggest winners . Although only the Hangzhou Judicial Bureau has issued a regulatory signal for live e-commerce, we expect it to be replicated nationwide soon.

Of course, we also see that Kuaishou is actively transforming its brand live broadcast. However, in its original e-commerce ecology, there are still many anchors facing rectification. It is difficult to avoid being affected. Perhaps the specific impact will be obvious after the national promotion.

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