直播电商政策收紧！保健品不能找达人带货了？

The article explains the tightening regulations on live-streaming e-commerce, which now ban influencers from promoting "three products and one device" (pharmaceuticals, medical devices, health foods, and special dietary foods), significantly impacting products like health supplements. It offers practical guidance for compliance.

1. Policy details: The "Live E-commerce Supervision and Management Measures" prohibit influential individuals from endorsing pharmaceuticals, medical devices, and health foods, as such promotions constitute commercial advertising and violate advertising laws.

2. Scope of impact: Health supplement brands are heavily affected, requiring influencers to halt promotions; functional foods remain unrestricted, offering an alternative for consumers.

3. Platform actions: Xiaohongshu has banned buyers from sharing "three products and one device" content; Douyin influencers are clearing inventory of medical devices like colored contact lenses, urging sellers to adjust strategies.

4. Practical advice: Focus on distinguishing product categories, monitor brand and platform responses, and avoid non-compliant promotions.

The new policy significantly impacts brand marketing channels, restricting influencer promotions for health supplements while creating opportunities in functional foods.

1. Marketing shifts: Influencers can no longer endorse "three products and one device," forcing brands to diversify channel strategies and reduce reliance on网红promotions.

2. Product development insights: Functional foods are unaffected, presenting opportunities for brands to pivot toward categories like oral beauty products.

3. Consumer trends: User behavior may shift to alternative products; brands must monitor platform rules, as Xiaohongshu has already issued禁令notices.

4. Case references: Major health supplement brands report significant impacts; oral beauty brands (functional foods) remain unaffected, offering adaptable strategies.

Sellers must interpret the risks and opportunities under the new policy, as influencers can no longer promote "three products and one device," making functional foods a potential growth area.

1. Policy interpretation: The measures prohibit endorsements of "three products and one device" as advertising, deeming influencer promotions illegal commercial acts.

2. Risk alerts: Violations carry legal risks; health supplement sellers are affected, with influencers clearing inventory (e.g., Douyin’s colored contact lenses case).

3. Opportunities: Functional foods face no restrictions, allowing sellers to explore this market; platforms like Xiaohongshu have adjusted rules, requiring seller adaptation.

4. Countermeasures: Enhance compliance training, consult expert advice, and monitor shifting consumer demand to adjust product lines promptly.

Factories must monitor shifts in product demand, as the policy restricts "three products and one device" production while creating opportunities in functional foods.

1. Production needs: Health supplement manufacturing is constrained, requiring capacity adjustments; functional food demand may rise, warranting increased R&D.

2. Business opportunities: Pivot to unaffected categories like functional foods; the regulatory tightening highlights the need for digital integration.

3. Digital insights: Strengthen compliance monitoring in e-commerce operations, adopt expert-recommended tiered systems, and learn from varied brand responses.

Industry trends point to stricter regulations, enabling service providers to address compliance pain points with tailored solutions.

1. Industry developments: Live-streaming e-commerce oversight is intensifying, with platforms like Xiaohongshu and Douyin restricting "three products and one device" promotions.

2. Client pain points: Brands and platforms face ambiguous standards (e.g., defining "influential individuals") and high violation risks.

3. Solutions: Offer compliance training services; assist platforms in establishing tiered monitoring systems; refine standards using expert recommendations.

Platforms must manage live-streaming e-commerce under the new policy, mitigating risks through enhanced准入monitoring.

1. Platform actions: Xiaohongshu has banned buyer sharing of "three products and one device"; Douyin is enforcing rules, with influencers clearing medical device inventory.

2. Merchant management: Adjust category controls, implement strict准入for "three products and one device," and adopt expert-suggested tiered systems.

3. Risk mitigation: Strengthen real-time monitoring and technical inspections; await regulatory细化guidance; case studies show brands monitoring platform responses.

Industry developments under tightened policies raise new research questions, with implications for regulatory recommendations and insights.

1. Industry trends: Live-streaming e-commerce policies are细化, restricting "three products and one device" promotions and impacting health supplements and medical devices.

2. Emerging issues: Ambiguous criteria for "influential individuals" and uneven policy enforcement across platforms pose challenges.

3. Regulatory suggestions: Experts urge regulators to clarify guidelines; platforms should enhance monitoring; hosts need compliance training.

4. Business implications: Cases of brand and platform responses provide research material; the unaffected status of functional foods highlights regulatory disparities.