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during this year's mid-autumn festival, the "hong kong meicheng mooncakes" sold live by three sheep network technology co., ltd. sparked controversy. the live broadcast replay video showed that crazy brother yang (zhang qingyang) and his anchors claimed in the live broadcast room that this mooncake is a high-end hong kong brand, with black truffles inside and prepared by a michelin master. however, many agents and netizens said that meicheng mooncakes has no stores in hong kong, and some netizens posted the origin information of the mooncakes they had purchased, which was basically guangzhou and foshan.

the news that "moon cakes that people have to queue up to buy in hong kong" were not sold in stores in hong kong quickly became a hot search. many legal experts also pointed out that it violated the advertising law, internet advertising management measures, and the management measures for online live marketing (trial) and other laws and regulations, and was suspected of false propaganda and defrauding consumers.

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the scandal of the three sheep promoting "hong kong mooncakes" soon triggeredregulators and live streaming platformsthe anhui hefei high-tech zone market supervision and administration bureau issued a report stating that it has filed a case against three sheep network technology co., ltd. for allegedly "misleading consumers" during live broadcasts.the investigation results will be handled in accordance with the law.regarding the investigation of "three sheep", douyin customer service said that the platform has intervened and will jointly investigate with the market supervision department.i won't condone it just because i'm a broadcaster.。

in fact, the controversy and scandal caused by the "three sheep" are just the tip of the iceberg of the current chaos in the live streaming influencers' sales of goods.

liu dian, associate researcher at the china institute of fudan university, believes that as a new business model, live streaming e-commerce has incorporated new elements such as emotional needs, enriching the forms of meeting consumer needs. by connecting with a large number of consumers, live streaming e-commerce can also promote volume-for-price exchange, and even to some extent redefine production. live streaming e-commerce has brought many positive impacts on consumption, the industrial chain and the digital economy.

however, in the process of the development of live broadcast e-commerce, a number of new problems have also emerged: live broadcast e-commerce has both "live broadcast" and "e-commerce", which is actually a fusion of the two formats. in terms of rules, it has created controversial gray areas, such as the identity and responsibility of the anchors who bring goods; in terms of management, it has also brought dual challenges to the platform: the platform must regulate "live broadcast" and manage "e-commerce".

in liu dian's opinion, the current work of live e-commerce platforms presents a characteristic:many regulatory process designs are not based on e-commerce rules, but on live streaming rules.the platform has relatively sound and mature regulations on regulating aspects such as anchors inducing consumption, "cutting leeks", and malicious hype to "attract attention", but when it comes to supervision and management related to the source of goods, outsiders often feel that they "can't do anything".this still requires the platform to continuously explore and improve rules and regulations based on the need to overcome new challenges.

in the early stages of its development, shelf e-commerce also encountered problems such as counterfeiting and shoddy products, but as the industry continues to develop, market regulation is increasingly improving. however, as a new thing, it is difficult for live e-commerce to directly apply it: some live teams only want to divert traffic and connect producers, brands and consumers through interesting content; some live teams aim to participate in the supply chain and play the role of product endorsement and sales - this requires live e-commerce platforms to think more and try more in terms of targeted supervision.

hong yong, an expert from the think tank of the china digital reality integration 50 forum, told observer.com that in the emerging e-commerce model of live streaming with goods, the platform, as a bridge connecting anchors and consumers, needs to play multiple roles as a regulator, intermediary, promoter and educator, shouldering the mission and responsibility of maintaining market order, protecting consumer rights, promoting honest business operations and promoting the healthy development of the industry. by strengthening the review mechanism, establishing a feedback mechanism, conducting compliance education, and building a credit system, the live streaming with goods industry will be actively guided to develop in a healthier and more orderly direction, and the corresponding joint liability will be assumed.

from public reports, we can easily see that in the face of the chaos of live e-commerce,the platform is not invisible: on the one hand, it will not condone the other party just because they are "internet celebrities"; on the other hand, it continues to formulate improvement measures in terms of product inspection, customer service communication, and live broadcast room regulations.

but this still reminds people that on the basis of the existing "live broadcast rules" and "live broadcast supervision", live broadcast e-commerce platforms deserve more thinking and innovation around the role of "e-commerce":for example, managing suppliersfinalistqualifications, building a sound and compliant supply chain management chain…take the initiative to assume more regulatory and compliance responsibilities. live e-commerce is not a lawless place, and platforms should continue to think about and expand their capabilities. these efforts will inevitably promote the progress of the entire industry.

no business model develops overnight, and the same is true for live streaming e-commerce!

live e-commerce has enriched people's channels for obtaining goods and participating in bargaining, and has also played a positive role in increasing employment, expanding domestic demand, and promoting the development of the digital economy. however, we cannot allow the chaos of live e-commerce to become "noise" and disrupt the ensemble of healthy development of the industry. this requires not only self-discipline of practitioners and consumers to bravely say no to infringements, but also the platform and regulatory forces to continuously improve the governance framework to meet the most earnest demands of consumers and the market.