China Quality News reported that to fully understand the true state of the local live-streaming e-commerce industry, identify operational risks, and regulate the sector's development, the Yinchuan Market Supervision and Administration Bureau and the Municipal Cyberspace Administration have recently conducted targeted visits. They focused on 19 high-activity MCN agencies and top influencer live-streams with frequent sales and high social visibility.

Through on-site visits and investigations, the authorities aimed to grasp the actual operations of local live-streaming e-commerce, laying a solid foundation for regulatory oversight of this new business model. They conducted field inspections to uncover industry risks, visiting company offices and live-stream studios to check qualifications, business scope, product selection, content controls, and after-sales processes.

They engaged in direct talks with company executives, operations teams, and lead anchors to understand daily operations, identify industry bottlenecks, and define clear compliance boundaries. High-frequency issues like false advertising, exaggerated claims, and misleading pricing were examined, with minor problems corrected on the spot. Potential risks were addressed through warnings, aiming to resolve hidden issues at their source.

During the visits, the authorities also conducted educational sessions on relevant laws, using typical cases to explain advertising, product quality, and after-sales rights. They urged businesses to shift from a focus on traffic alone to prioritizing compliance, quality, and reputation, and to strengthen internal systems for content review, product inspection, and dispute resolution.

Based on these visits, a dynamic regulatory list of key MCN agencies, top influencers, and live-streams in Yinchuan will be created, ensuring a clear understanding of the sector's landscape, risks, and regulatory focus. Moving forward, the Yinchuan Market Supervision and Administration Bureau will combine online monitoring with offline inspections, integrating regulation with support services, to continually purify the online live-streaming market and promote local e-commerce industry upgrading and high-quality development.