In recent years, many bloggers' store exploration videos have become popular on the internet. While using this opportunity to "make money", store explorers have also helped small and medium-sized businesses grow their businesses and promote the development of the offline real economy, driving new consumer trends. Data shows that in 2024, influencer exploration will bring over 133.3 billion yuan in economic benefits to offline merchants. More and more ordinary people are making a living by exploring stores. As of November 2024, over 3.36 million people on the platform rely on exploring stores to earn income. On July 31, 2024, the Ministry of Human Resources and Social Security, the State Administration for Market Regulation, and the National Bureau of Statistics jointly released a new batch of new occupational information, including 19 new occupations such as biotechnology technicians and 28 new job types such as life service experience personnel. Thus, millions of store explorers have become officially recognized "life service experience personnel". However, some problems in the store exploration industry cannot be ignored, such as false advertising and malicious negative reviews, which have infringed on the legitimate rights and interests of consumers, merchants, and other entities, and disrupted the development ecology of the industry. In recent years, China has continuously strengthened regulation and governance at the legislative, judicial, and administrative law enforcement levels. According to the Measures for the Administration of Internet Advertising, if goods or services are promoted through knowledge introduction, experience sharing, consumption evaluation and other forms, and purchase methods such as shopping links are attached, advertising publishers should clearly indicate "advertising". The procuratorial organs address issues such as false advertising by issuing prosecutorial recommendations to relevant departments. The market supervision department has launched investigations into suspected illegal activities such as "false seeding" and "malicious negative reviews" in store inspections, and imposed penalties in accordance with the law. Standardize the behavior of exploring stores, neither giving up eating for fear of choking nor letting it go unchecked. We must adhere to the rule of law in governance and ensure that store exploration activities operate healthily on the track of the rule of law. To promote the high-quality development of the store exploration industry, it is necessary to accelerate the improvement of relevant laws and regulations, and better play the role of the rule of law in ensuring fundamental stability, stable expectations, and long-term benefits. At the regulatory level, administrative agencies should use more inclusive regulatory methods such as education guidance, persuasion demonstration, and guidance interviews in law enforcement, which not only leave enough room for innovative development of market entities, but also prevent mismanagement and leakage, maintain market order, and promote the healthy development of the store exploration industry through strong and warm regulatory methods. To guide the healthy development of the store exploration industry, it is necessary to strengthen industry self-discipline and solidify platform responsibilities. In recent years, some online platforms have taken relevant measures. For example, Tiktok's online store exploration norms define the behavior norms and rights and responsibilities of businesses, talent and other parties in the store exploration cooperation, and protect the legitimate rights and interests of consumers, businesses, talent and other parties. But it should also be noted that the chaos of store exploration will not disappear, and the governance work is still a long way to go. Online platforms need to continue to strengthen their content review mechanisms, and take punitive measures such as education warnings, account bans, and public notices based on the severity of violations, making great efforts to purify the online environment of store exploration videos. The exploration industry has played an important role in expanding domestic demand, stabilizing employment, and benefiting people's livelihoods. We believe that through legal governance, the chaos in the exploration industry will gradually decrease, and it will usher in high-quality development in the future. (New Society)