Recently, the "2025 White Paper on the Development of Live E-commerce Industry" (hereinafter referred to as the "White Paper") jointly completed by the Development Research Center of the State Administration for Market Regulation and the Research Group of the Institute of Financial and Economic Strategy of the Chinese Academy of Social Sciences was released. The white paper believes that live streaming e-commerce has become an important engine for consumer growth, and under the promotion of multi-party collaboration, the industry is steadily developing towards standardization and diversified collaboration. The white paper shows that live streaming e-commerce, as an emerging form of e-commerce, has achieved explosive growth in recent years, injecting strong impetus into the Chinese consumer market. According to data from the National Bureau of Statistics, by 2025, the online retail sales of physical goods will reach 1.30923 trillion yuan, an increase of 5.2%, accounting for 26.1% of the total retail sales of consumer goods in society. According to research data from the research group, the size of the live streaming e-commerce market has grown more than 12 times from 2019 to 2024, contributing 80% of the e-commerce growth by 2024; By 2025, the GMV (Gross Merchandise Volume) of live streaming e-commerce will exceed 5 trillion yuan, accounting for nearly one-third of online retail sales, and the industry's user base is expected to reach 660 million. As of now, there are 2.5696 million live streaming related enterprises in China, and the industry plays an important role in promoting consumption, expanding employment, and driving the development of the real economy. The flower industry in Yunnan is a typical example. In the past three years, nearly 70% of the increase in transaction scale has been contributed by live streaming e-commerce, becoming the core engine of industry growth. Live streaming e-commerce has undergone structural and fundamental changes, entering a new stage of development. ”Li Yongjian, a researcher at the Institute of Finance and Economics Strategy of the Chinese Academy of Social Sciences and Vice President of the China Society for Market Regulation, analyzed that the governance system is becoming more systematic and collaborative, and the industry is moving towards a diversified collaborative governance that combines government supervision, platform governance, industry self-discipline, and public opinion supervision; The professionalization process of anchors is accelerating, and online anchors have become a national profession with obvious characteristics of professional transformation. Their abilities in scientific product selection, professional content creation, and rights protection are constantly improving; The normalization of brand store broadcasting mode has become mainstream in the industry, with live streaming operated independently by the brand, and store broadcasting GMV accounting for over 50%; The rising market position of small and medium-sized entities is playing an increasingly important role in the live streaming e-commerce ecosystem, and the market structure is characterized by decentralization and diversification. The white paper proposes that live streaming e-commerce has interactive and scenario based characteristics, and the diversity of industry content increases the difficulty of governance; The industry involves numerous entities, exacerbating the complexity of the supply chain and increasing the requirements for product selection; The inappropriate behavior of top anchors can also easily trigger industry public opinion and affect industry reputation. According to the white paper data, the growth rate of complaints and reports about live streaming e-commerce received by market regulatory authorities nationwide has narrowed from 52.5% in 2023 to 19.3% in 2024; The research conducted by the research team on 2.3 million anchors nationwide shows that the top anchors have a positive review rate of 92%, while the positive review rate for small and medium-sized anchors exceeds 90%. Research shows that over 90% of consumers recognize the improvement of the live streaming e-commerce environment, and the industry has achieved phased results in standardized development. In December 2025, the State Administration for Market Regulation and other departments issued the "Measures for the Supervision and Management of Live E-commerce", further clarifying the main responsibilities of all parties, strengthening the supervision and management of live e-commerce, protecting the legitimate rights and interests of consumers and operators, and promoting the healthy development of live e-commerce. In terms of platform governance, several e-commerce platforms have continuously upgraded their governance intensity. For example, Tiktok E-Commerce released the Tiktok E-Commerce Community Operation Specification, which for the first time clarifies the direction of platform advocacy and opposition in a standardized form, and clarifies the business boundaries of creators and businesses in the platform. Each platform promotes the formation of a collaborative governance system between industry self-discipline and platform regulation through differentiated governance strategies. After more than a decade of development, live streaming e-commerce has entered a critical period of transformation and development, with standardization and quality becoming the core themes for industry breakthroughs. Li Mingtao, Chief Expert of China International E-commerce Center, stated that in the context of diminishing traffic dividends and improved regulatory systems, the industry should shift towards improving quality and efficiency, and cultivating long-term value. The core of long-term value is the trust between the industry and consumers, which requires practitioners to continue to make efforts in product selection, quality control, after-sales service, content creation, and other aspects. Sun Yi, a professor of the School of Economics and Management of the University of Chinese Academy of Sciences, defined live broadcast e-commerce as "e-commerce 3.0", believing that its core value lies in achieving "trust distribution", completing the transformation from "people looking for goods" to "goods looking for people", and deeply tapping the potential needs of consumers. The long-term development of live streaming e-commerce industry has cultivated characteristic industries, empowered regional economic development, transformed "traffic" into "retention", and achieved high-quality development of industry, content, and ecology. Liu Tao, Deputy Director of the Market Economy Research Institute of the Development Research Center of the State Council, analyzed that live streaming e-commerce has adapted to the changes in China's consumption development stage, effectively released consumption potential, promoted positive interaction between supply and demand, and played an important role in capturing consumer demand, promoting product innovation, and cultivating emerging brands. The standardized development and collaborative governance of live streaming e-commerce are inevitable. As an important innovative format of the digital economy, live streaming e-commerce needs to shift from relying on traffic to improving content quality and professional capabilities. Top anchors should play a leading role in demonstration, while small and medium-sized experts should rely on their professional capabilities to form multi-level supply and jointly build a healthy industry ecosystem. (New Society)