Since October 14, the first local standard for live streaming e-commerce in Guangdong Province - "Live streaming e-commerce Marketing and after-sales Service Specifications" was officially implemented. This is the Guangzhou Market Supervision Bureau, together with the municipal electricity supplier Association, the Municipal live electricity supplier Association and the provincial and municipal advertising associations and other industry organizations, the introduction of standardized research institutions to investigate and compile, aiming to standardize the live electricity supplier marketing and after-sales service, and promote the healthy and orderly development of the network broadcast industry.

In March 2020, Guangzhou issued the "Guangzhou Live E-commerce Development Action Plan (2020-2022)", proposing to incubate 1,000 Internet celebrity brands in three years and train 10,000 goods carriers to build Guangzhou into the capital of live e-commerce. More than two years, the relevant data has shown that the number of live broadcast in Guangzhou, the number of anchors ranked first in the country, the national live broadcast e-commerce 100 regions Guangzhou exclusive 9 seats, the total number of the first in the country.

Live e-commerce should also be standardized, and the local standards formulated in Guangzhou have many highlights. For example, the "Code" combined with the actual situation in Guangzhou, especially the definition of virtual anchors and included in the scope of standards, highlighting the protection of teenagers and children, such as the requirement that "live e-commerce marketing activities shall not be carried out in primary and secondary schools and kindergartens"; "The live content shall be recorded and saved for a period of not less than 60 days."

It can be seen that fine management is the key word of the "Standard". It is based on the public interest, emphasizing that live e-commerce should also have boundaries. It pays attention to the protection of consumer rights and interests, and carries out trace management of live streaming goods. It should be said that these norms proposed by Guangzhou local standards are not only the key issues of social concern, but also the specific presentation of laws and regulations such as "E-commerce Law", "Advertising Law", "Online Transaction supervision and Management Measures", "Online broadcast marketing Management Measures (Trial)" and other laws and regulations.

In recent years, live streaming e-commerce has promoted online consumption, but there have also been some chaos, hindering the healthy development of the industry. This determines that the management of live streaming e-commerce should focus on the access and operation of live streaming marketers and platforms, extending an olive branch to live streaming e-commerce merchants and not forgetting to put forward new requirements. In this regard, the "Standard" mentioned that "the contracted anchors shall be classified and managed, and the corresponding training plans and management mechanisms shall be set up for anchors at all levels." "The blacklist system and exit mechanism for live broadcast subjects, anchors, live broadcast marketing personnel service agencies and merchants shall be established."

Similar formulation reflects an attitude of tolerance and prudence, combining leniency with severity. On the one hand, the access of live broadcast marketers is the result of market choice, and on the other hand, the "visible hand" puts forward requirements for improving the professional standards of industry practitioners, helping to help emerging industries shape their own professional standards. At the same time, the possible consequences of drawing a red line for the industry in accordance with the requirements of relevant laws and regulations are also the concrete embodiment of the law without prohibition. This management idea reflects the necessity of front-end incubation and ecological governance of the live broadcast industry, and is also the key to ensuring the quality of the end "quality control".

The Code is constantly updated, and how to implement it is the key. On the one hand, it is necessary to consolidate the main responsibility of live broadcast marketers, platforms and MCN institutions, improve the "negative list" system, and prevent some problematic anchors and vulgar anchors from "changing their waistjackets" in other platforms after being punished. On the other hand, it is necessary to protect the rights and interests of consumers, strictly control the quality of products, and prevent the risk of fake and shoddy products in live broadcasting. From the perspective of third-party supervision, it is also necessary to introduce a credit evaluation mechanism, strengthen the coordination of e-commerce supervision and governance, and promote compliance operations and transactions of all parties.

The implementation of the "Norms" is not only to fill some gaps in the industry, but also to integrate multiple forces such as systems, market supervision and technology, in order to improve the live e-commerce system. More importantly, it is to set up a sample of local governance to help the healthy development of the entire industry.