On September 21st, China Academy of Metrology, in collaboration with China Quality Certification Center, China Customs Science and Technology Research Center, Shenzhen China Academy of Metrology Technology Innovation Research Institute, and Meijing (Shanghai) Network Technology Co., Ltd., jointly released the blue book research results of the "High Quality Development Report of the Live E-commerce Industry (2022-2023)" in Beijing. The blue book shows that the live streaming e-commerce industry is transitioning from a traffic driven stage to a content and brand driven stage. Live streaming e-commerce utilizes rich video information to promote and add some non-standard products that were originally difficult to sell online to the live streaming room shelves. According to data from the Ministry of Commerce, in the first half of 2023, the cumulative live streaming sales of key monitoring e-commerce platforms reached 1.27 trillion yuan, with over 110 million live streaming sessions, over 70 million live streaming products, and over 2.7 million active anchors. Compared to the data in 2022, there has been a significant increase in the number of live streaming venues, live streaming products, and active anchors, and the overall commercial status of live streaming shows a rapid growth trend. It is understood that during the process of writing the blue book, the research team visited companies such as Blankme, Winona, Baicaoji, Babycare, Usmile Smile Plus, Sandon Half, and Kovos, covering different industries such as beauty, mother and baby, and home appliances, to analyze and gain insights into the supportive effects of the live streaming e-commerce industry on different brands at different stages of development. On this basis, form in-depth insights and suggestions for the development of the live streaming e-commerce industry, in order to provide useful references for the future high-quality development and brand value enhancement of the industry. According to the disclosure of the Blue Book, since 2022, Guangdong, Shandong, Zhejiang, Heilongjiang and other regions have actively carried out special actions to construct live streaming e-commerce rules and standards. According to incomplete statistics, as of August 2023, a total of 50 national, industry, local, group, and enterprise standards in the field of live streaming e-commerce have been released. Among them, there are 5 national standards, 2 industry standards, 11 local standards, 20 group standards, and 12 enterprise standards. The standard content involves platform management, user management, anchor behavior standards, product quality, after-sales service, base construction, and other aspects. The Blue Book proposes that as the policy environment changes, live streaming e-commerce will face more compliance challenges and policy opportunities. In the future, regulatory agencies will invest more attention in the live streaming e-commerce industry to protect consumer rights and maintain market order. Brands need to continuously improve their compliance awareness and actively comply with various regulations and standards. Meanwhile, product quality and service quality will continue to be key factors in the competition of live streaming e-commerce. In the future, live streaming e-commerce needs to invest more resources to improve product quality, including strict product inspection and testing, certification, and the establishment of an efficient supply chain management system. In addition, technology will continue to drive the development of the live streaming e-commerce industry. The report reminds that in the future, live streaming e-commerce needs to focus on emerging technologies such as augmented reality (AR) and virtual reality (VR) to provide a richer and immersive shopping experience. In addition, artificial intelligence (AI) will play a greater role in personalized recommendations and customer service. Brands should actively adopt these technologies to maintain competitiveness. (New News Agency)