Zhejiang launches standards for livestream commerce

Though China's livestreaming e-commerce has contributed greatly to economic growth in recent years, it has brought with it many complaints involving counterfeits, false advertising and exaggerating products' functions.

Zhejiang, the nation's hub for private economy and online livestreaming, launched standards for commodity quality on Monday to promote fair and competitive marketing.

According to the Zhejiang Province Net Business Association, the new standards stipulate livestreaming institutions hire professional and qualified staff who can take necessary management measures for livestreaming products and their suppliers.

At the same time, livestreaming marketing and sales platforms should establish a complete product selection process, including preliminary review of livestreaming products and their suppliers, as well as checking their qualifications, testing samples and evaluating the accuracy of advertisements.

The institutions should also selectively carry out third-party testing of products before, during and after livestreaming to ensure the product meets legal requirements.

"Strengthening product selection and controlling the quality of goods can fundamentally reduce the potential risk brought by livestreaming marketing," the Zhejiang Province Net Business Association said.

The platform economy, namely business transactions that arise from internet platforms such as livestreaming, has provided new opportunities and challenges to Zhejiang's internet economy. It has played an active role in better meeting consumers' needs and promoting high-quality economic development.

Fang Xiaoying contributed to this story.