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recently, live streaming e-commerce has been controversial, with many well-known influencers frequently failing to bring goods online, and the industry has also fallen into a high degree of internal competition. in which direction should live streaming e-commerce develop in the future? this has triggered multiple reflections in the industry and the market.

shopping in live broadcast rooms has become an increasingly common shopping habit for consumers. the "2023 china live e-commerce industry research report" shows that the transaction volume of china's live e-commerce in 2023 will be 4.9 trillion yuan, with a growth rate of 35%. many top anchors have not only achieved commercial success, but also showcased outstanding "made in china" achievements to the public.

in this context, many online entertainment celebrities have transformed into live streaming to sell goods, but in the fast-paced business of selling goods, more and more anchors have gone astray from the direction of "traffic only theory". because of their reliance on traffic and lack of professionalism, many online celebrities have "turned over" in selling goods. according to statistics from the state administration for market regulation, the number of complaints and reports about online celebrities selling goods has increased year by year in the past five years, with an increase of 47.1 times in five years.

live streaming e-commerce is dominated by anchors, and as an emerging business model, it is developing very fast. once there are loopholes and omissions in the anchors' product quality control, operational process management, and supervision of the anchors' shopping guide language, various problems are likely to arise.

in response to the frequent chaos in the live e-commerce field, the "regulations on the implementation of the consumer protection law of the people's republic of china", which officially came into effect on july 1 this year, particularly emphasizes the transparency requirements of live streaming sales, and clearly stipulates that anchors must clearly explain to consumers "who is selling goods" and "whose goods are being sold". from now on, the live streaming industry is expected to enter a new stage of standardized development.

live streaming e-commerce is also e-commerce. the core lies in high-quality goods and services. highly specialized links such as quality control, quality inspection, and after-sales service are the key to doing a good job in live streaming e-commerce. the era of relying solely on showmanship to "attract attention" to achieve sales has passed, and various tricks to induce impulse orders will also be eliminated. in the new development stage, consumers' requirements for live streaming have changed. the live streaming room must have truly good products, and there must be anchors who truly understand the products and introduce them seriously. the collaborative model of quality goods and professional anchors is the future development direction of live streaming e-commerce.

from the perspective of the platform, major e-commerce platforms should increase the quality of live e-commerce and raise the threshold for bringing goods. specifically, it means adjusting the traffic recommendation mechanism, shifting from entertainment to sales attributes, and using product reputation, anchor explanations, and consumer feedback as important considerations to decide whether to give more traffic to anchors who bring goods.

at the same time, e-commerce platforms need to provide more support and supervision to live broadcast rooms in terms of both goods and personnel quality, so that goods can be of high quality and people can be more professional. when problems arise with goods and anchors, the platform should also take responsibility, set up a safety net mechanism, and compensate consumers for their losses.

as the consumer market becomes more rational, quality becomes the first decision-making factor for customers. when live streaming enters a new stage, the anchor, as the spokesperson for the product supply chain and even the entire industry ecosystem, earnestly selling goods is the development trend of the new stage of live streaming e-commerce. the platform must also take responsibility and ensure that the majority of users enjoy higher-quality live streaming e-commerce services through the upgrade of traffic mechanisms, product supply and product qualifications.

china's e-commerce industry has been developing for more than 20 years. with mature experience and accumulation in supply chain systems, platform operating regulations, etc., and with the joint effect of self-discipline of merchants and anchors, media supervision, and legal and regulatory supervision, live streaming e-commerce is expected to move towards a stable and healthy development path.