【亿邦动力讯】9月5日消息，在2020中国电子商务大会上，来自阿里巴巴、京东、拼多多、快手、孩子王、美团、网易、小红书、苏宁易购、唯品会、寺库、途牛旅游网的企业代表共同发起了《直播电商行业自律倡议书》。

据悉，“2020中国电子商务大会”于9月5日至9月7日在北京国家会议中心隆重举行。本届大会由商务部、北京市人民政府主办，商务部电子商务和信息化司、北京市商务局承办。大会以“共融·共建·共赢”为主题，邀请到国际代表、行业组织、领军企业、权威专家汇聚一堂，深入探讨新的时代背景下，电子商务新技术新模式带来的科技与生活、文化与消费、数字与实体的深度融合，努力推动共建开放、合作、创新、共享的世界经济新格局，积极探索人类命运共同体的共赢新路径。

具体内容如下：

直播电商行业自律倡议书

近年来，直播电商快速发展，在带动居民消费、促进灵活就业、助力脱贫攻坚等方面发挥了重要作用。为促进直播电商健康发展，以新消费回应人民群众美好生活新期待，在商务部的组织下，作为直播电商行业各方主体代表，我们发起如下倡议：

一、坚持以人为本的经营理念。为直播电商提供技术服务、信息发布、交易撮合或者网络经营场所的平台经营者应建立健全平台规则，加强主播准入审核，制定主播带货行为规范。商家应严格履行产品质量责任，强化服务规范，提高商品质量和服务水平。主播应全面、真实、准确地披露商品或者服务信息，充分履行服务协议，直播内容符合社会主义精神文明建设和弘扬中华民族优秀传统文化的要求。各方主体应积极加强联动，及时妥善处理消费者诉求，为消费者营造省心、放心、舒心的消费环境。

二、坚持合法合规的经营准则。主播、平台经营者及商家应认真遵守《电子商务法》《产品质量法》《消费者权益保护法》等国家相关法律规定，履行相应义务，承担相应责任，自觉接受监督，主动配合有关监管执法活动。各方主体应诚实守信，杜绝刷单炒信、数据造假，自觉树立良好经营价值观，维护公平竞争的市场秩序。平台经营者应采取技术措施保障直播内容合法安全，做好知识产权保护。

三、坚持创新引领的发展基调。各方主体应加强5G、人工智能、大数据等数字技术应用创新，优化产品供给，加强精准匹配，创造消费需求。加强打造直播电商产业链，打通设计研发、生产制造、仓储物流、品牌营销等全渠道资源，推动线上线下深度融合，促进传统产业提质增效，助推产业链上下游协同发展。

遵纪守法、诚实守信、勇于创新是行业行稳致远的基石，让我们携起手来，推动直播电商行业持续健康发展，为引领新消费、释放新增量贡献力量。

Self-discipline Initiative for Live Streaming E-commerce Industry

In recent years,the live streaming e-commerce has enjoyed rapid development and played an important role in boosting consumption,promoting employment and assisting poverty alleviation.To promote the sound development of the industry and respond to people’s expectation for a better life with new consumption modes,we,representatives of all parties in the live streaming e-commerce industry,under the guidance of Ministry of Commerce,initiate the following proposals:

I.Adhere to people-oriented operation idea.Platform operators providing technical services,releasing information,matching transactions or online business sites for live streaming e-commerce should establish and improve platform rules to enhance the live streaming anchor admission review and formulate a code of conduct for live streaming anchors.Vendors should take full responsibility for guaranteeing product quality,strengthening service standards,and improving product quality and service.Anchors should fully,truthfully and accurately disclose information of products or services,fulfill service agreements,and ensure that live streaming content meets the requirements of building a socialist spiritual civilization and promoting excellent Chinese traditional culture.All parties should strengthen communications,promptly handle consumer complaints,and create a comfortable consumption environment.

II.Adhere to legitimate business principle.Live streaming anchors,platform operators and vendors should sincerely abide by relevant laws and regulations,such as E-Commerce Law,Law of the Peoples Republic of China on Product Quality,and Law of the Peoples Republic of China on Protection of the Rights and Interests of the Consumers,ect,fulfill their obligations,assume responsibility,accept supervision,and actively cooperate with supervision and law enforcement activities.All parties should be honest and trustworthy to avoid purchase order and data fraud,establish good business values and maintain a fair and competitive market order.Platform operators should take technical measures to ensure the legality and security of live streaming content,and protect intellectual property rights.

III.Adhere to innovation-driven strategy.All parties should strengthen the application and innovation of digital technologies such as 5G,artificial intelligence,and big data,optimize product supply,improve precise matching,and create consumer demand.Efforts should be made to strengthen the live streaming e-commerce industry chain,integrate all resources such as design,research,manufacturing,warehousing,logistics and brand marketing,promote the integration of online and offline,improve the quality and efficiency of traditional industries,and boost the coordinated development of both upstream and downstream industry chains.

Legitimacy,integrity,and innovation are cornerstones for the development of the industry.Let us join hands to promote the sustainable and sound development of live streaming e-commerce,and endeavour to lead the new consumption and unleash new growth.