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China drafts rules to manage the booming live streaming sales industry



Beijing (Reuters)-For the first time, China’s internet regulator has drafted rules to regulate the country’s real-time streaming media marketing industry, and has intensified scrutiny of e-commerce markets such as technology giants Alibaba Group and JD.com.

File picture: Sun Shaqi showed off a handbag in a live conference on the second-hand luxury retail platform Plum after the coronavirus disease (COVID-19) outbreak that occurred in Beijing, China on October 7, 2020. The picture was taken on October 7, 2020.REUTERS/Carlos García Rollins/File Photo

Last week, China issued draft regulations aimed at preventing antitrust actions on Internet platforms, which wiped out hundreds of billions of dollars worth of technology giants including Alibaba and Tencent.

In the past two years, real-time streaming marketing has rapidly gained popularity among brands such as L̵

7;Oréal, Nike, Dyson and online shoppers, and now most Chinese e-commerce platforms offer the option of buying and selling products through real-time streaming.

The TV host can sell personal care products to home appliances in real time, and top Chinese live broadcast companies such as “the king of lipstick” Li Jiaqi and Weiya can use Alibaba’s Taobao, ByteDance’s Douyin and Kuaishou platforms in a live conference. Sell ​​products worth millions of dollars. .

However, the industry has also been criticized by some shoppers and brands. These accusations accuse some live streaming companies of misinterpreting products or falsifying sales figures.

The China Cyberspace Administration (CAC) said in a statement on Friday that according to the planned rules, broadcasters will need to provide their real names and social credit codes to the Internet platforms they use. In turn, these platforms will have to submit regular reports to local authorities.

They also need to regularly monitor their content and stop any illegal advertising, and the live broadcaster must be over 16 years old, unless the guardian’s consent is obtained.

CAC stated that it will prohibit behaviors such as the promotion of pyramid schemes, bad social habits or fake page views. The platform must establish a credit evaluation list for live broadcasters and blacklist behaviors that violate the law.

Livestreaming performed particularly prominently on the world’s largest online sales event “Singles Day”. From November 1st to 11th, Alibaba recorded approximately $74 billion in orders through its platform.

The public will respond to CAC’s draft rules before November 28.

Reporting by Sophie Yu of Brenda Goh; Editing by Emelia Sithole-Matarise


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