Implemented on May 25th! The management measures for online live broadcast marketing are here, merchants who sell live broadcasts should pay attention!

      Under the catalysis of the epidemic in 2020, the scale of e-commerce live broadcasts, short videos and online shopping users has grown rapidly, and live broadcasts have become an important channel and main battlefield for merchants to obtain traffic. Unlike last year, the still-hot live streaming industry is transforming from "crazy live streaming" to "fine operation".

1. Seven departments issue documents to regulate online live streaming and sell goods

      Recently, in order to further promote the healthy and orderly development of online live broadcast marketing, the State Internet Information Office, the Ministry of Public Security, the Ministry of Commerce, the Ministry of Culture and Tourism, the State Administration for Taxation, the State Administration for Market Regulation, the State Administration for Market Regulation, the State Administration for Radio and Television and other seven departments jointly issued the "Regulations on the Management of Online Live Broadcast Marketing (Trial)" (hereinafter referred to as the "Measures"), which will be officially implemented on May 25, 2021.

      The introduction of the new regulations on live streaming to sell goods this time once again means that live streaming to sell goods will gradually enter standardized operations, and the era of relying on wild growth has passed.

2. The new live broadcast marketing regulations make it clear that these red lines cannot be touched

      In the "Online Live Broadcast Marketing Management Measures" issued this time, new regulations were made from the perspectives of the requirements for live broadcast marketing platforms and the requirements for live broadcast room operators and live broadcast marketing personnel. Specific content includes that the live broadcast marketing platform should establish and improve mechanisms and measures such as registration and cancellation of accounts and live broadcast marketing functions, information security management, marketing behavior norms, protection of minors, consumer rights protection, personal information protection, network and data security management, etc.

      Among them, in terms of live broadcast marketing platforms, it is necessary to establish and improve mechanisms and measures such as registration and cancellation of accounts and live broadcast marketing functions, information security management, marketing behavior norms, protection of minors, consumer rights protection, personal information protection, network and data security management, and highlight the management of five key links of the live broadcast room, and put forward clear requirements for the compliance of advertising related to live broadcast marketing activities, live broadcast marketing venues, interactive content management, information verification of product and service suppliers, consumer rights protection responsibilities, and the use of online virtual images.

      At the same time, in terms of live broadcast marketers or live broadcast room operators, live broadcast publishers engaged in live broadcast marketing activities are subdivided into live broadcast room operators and live broadcast marketers, age restrictions and behavior red lines are clarified, and specific requirements are put forward for live broadcast room operators and live broadcast marketers related advertising activities, online and offline live broadcast venues, product service information verification, virtual image use, and commercial cooperation with live broadcast marketer service agencies.

      In addition, in terms of consumer rights protection issues, the new regulations propose that consumers will jump to other platforms to purchase goods or receive services through links in the live broadcast room, QR codes, etc., and when a dispute arises, the platform will provide evidence to support it. For those live broadcast marketing market entities that seriously violate laws and regulations, measures such as blocking live broadcasts, closing accounts, blacklisting, and joint punishment will be taken.

3. Live streaming sales tends to be standardized, merchants may wish to do these things well

      Live streaming sales, as a new trend, solves the pain points and needs in the "last mile" scenario of e-commerce. It not only reshapes the structure of the "people and goods yard", but also makes online shopping behaviors that cannot be seen as real in the past more concrete, but also is an important marketing channel for the e-commerce industry.

      Judging from the current development trend, countless merchants have flocked in, and most brands have chosen the form of merchants' self-broadcasting, "setting up stalls" to sell goods on e-commerce social platforms, showing their personal or brand IP through content, attracting audiences, and bringing new traffic to brands or companies. However, if you want to rely solely on discounts and KOLs to do live broadcasts, users have begun to show signs of fatigue. Merchants need to continue to create good content, retain customers between telling stories and selling products, and stimulate users in order to stand out in live broadcasts.

      Of course, in a successful live streaming process, merchants may wish to use the marketing method of private domain traffic, while reaching consumers, seize the opportunity to provide secondary contacts to consumers, so that the purchased precise users can accumulate and realize multiple monetization of traffic.

      The second half of live streaming sales is coming soon. Merchants need to see the essence of e-commerce live streaming. Only through professional and regular methods can traffic conversion be better achieved, double performance, and go longer and farther.