电商早报：京东辟谣遭恶意抹黑；多家平台及品牌发布新规与动态

This morning e-commerce briefing compiles nine key recent updates in the e-commerce and internet sectors, covering corporate legal actions, new platform rules, brand fundraising, regulatory developments and industry policies. Key highlights are as follows:

1. Corporate updates: JD.com’s food delivery and fintech divisions, along with the company’s founder, have been the target of organized, premeditated defamation. The responsible content farm Xiaoben Culture and other involved actors have been investigated by Chinese police, and perpetrators have been held legally accountable. Emotion-focused skincare brand Full of Aroma has closed a nearly RMB 100 million Series B funding round. It plans to expand its direct-to-consumer offline store network to over 10 locations this year, and exceed 20 by 2027.

2. New platform policies: Douyin E-commerce will fully roll out its commission-only creator partnership program in mid-June. Under the new model, merchants do not need to pay creators upfront flat fees, and can set custom commission rates between 5% and 80% based on each creator’s performance. Meituan Food Delivery updated its store rating system, adding two food safety metrics that account for 20% of a store’s total score. Stores will receive zero points for this section if they fail store identity verification or kitchen inspection. TikTok Shop has explicitly banned AI-voiced, static-image livestream commerce for its US market, with penalties for violations.

3. Regulatory and policy updates: Chinese market regulators have summoned convenience chain Meiyijia for talks after multiple stores were caught selling expired food. The U.S. has enacted its first AI-generated digital human advertising law, which imposes a maximum fine of $5,000 for unlabeled AI-generated content. Two Chinese government departments have jointly launched the 2026 special initiative for on-site training and development in humanoid robots and embodied intelligence.

This article compiles the latest platform rules, industry dynamics and risk alerts relevant to brand operations, offering valuable insights for brands building omnichannel strategies and maintaining compliance. Key takeaways are as follows:

1. Channel and marketing opportunities: Douyin E-commerce’s new commission-only creator model eliminates the requirement for upfront flat fees for collaborations, allowing brands to set tiered commission rates between 5% and 80% based on creator performance. This cuts the upfront cost of influencer marketing significantly, making it ideal for smaller and mid-sized brands testing creator-led sales. The emotional skincare segment continues to attract strong investor interest, and top institutions backing new brands’ offline expansion confirms that emotion-driven consumption remains a key growth driver in the beauty sector, with direct-owned stores in core urban areas a proven go-to-market strategy for emerging brands.

2. Compliance risk alerts: Meituan Food Delivery’s updated store scoring system adds two food safety metrics (store verification and kitchen inspection) that together account for 20% of total score. Brands operating food delivery services must complete the required checks early to avoid negative impacts on store traffic. TikTok Shop’s US ban on AI-voiced and static content livestreams means cross-border brands must adjust their content production workflows to meet platform requirements. New York state’s new regulation requiring disclosure for AI-generated digital human ads, with a maximum $5,000 fine for violations, means brands selling to the US market must update their content compliance protocols.

3. Quality control reminder: Meiyijia’s regulatory summons for selling expired food across multiple locations highlights that brands need to build end-to-end food safety control systems and take clear responsibility for product quality to avoid regulatory penalties that damage brand reputation.

This article summarizes the latest rule changes across major platforms, as well as industry growth opportunities and risk alerts, to help sellers adjust their operating strategies, capture growth and avoid pitfalls. Key takeaways are as follows:

1. New growth opportunities: Douyin’s commission-only creator program will fully launch in mid-June, allowing small and mid-sized sellers to collaborate with influencers without paying upfront fees, while setting custom 5% to 80% commission rates for individual creators. The model drastically lowers the barrier to influencer marketing, making it ideal for testing new products. Full of Aroma’s fundraising-backed expansion also confirms that offline stores in core first-tier cities remain a viable growth channel for categories like beauty, making this path worth considering for sellers planning an offline push.

2. Platform rule change alerts: Meituan Food Delivery will roll out its updated store scoring system starting in late June, adding two food safety metrics accounting for 20% of total weight. Failing store identity verification or kitchen inspection results in an automatic zero score for the section, so food delivery sellers should complete required checks as soon as possible to avoid harming store rankings. TikTok Shop US has updated its content policy to ban AI-voiced and static image livestream commerce, with violations leading to content removal, score deductions, commission restrictions or even account suspension. Sellers must adjust their content formats to prioritize live, real-time human interaction.

3. Compliance risk alerts: Food sellers must strictly check for approaching or expired product dates and take responsibility for food safety to avoid penalties. Cross-border sellers using AI digital humans for advertising in the US must comply with labeling requirements to avoid fines.

Industry updates in this article offer insights into product demand trends, digital transformation references and new business opportunities for manufacturing factories. Key takeaways are as follows:

1. New business opportunities: Continued capital inflow into the emotional skincare segment, which saw Full of Aroma close a nearly RMB 100 million Series B round to accelerate product R&D and offline expansion, is creating new order demand for skincare contract manufacturers. Contract factories with strong in-house R&D capabilities are particularly well-positioned to win new brand partnerships. China’s national special initiative for on-site humanoid robot and embodied intelligence development is pushing for industry deployment across industrial, special use and service scenarios. This creates policy-backed opportunities for upstream factories producing core humanoid robot components to scale capacity through project partnerships.

2. E-commerce transformation insights: Douyin’s new commission-only creator model allows factories launching their own branded DTC lines to collaborate with influencers without paying upfront fees, cutting the marketing cost of testing new products, making it ideal for rapid product validation through this channel. Major platforms are increasingly tightening controls on food safety and content compliance, so factories launching own brands must align with platform compliance requirements to qualify for traffic support.

3. Digital transformation insights: Xiaomi has launched a new large language model inference framework that delivers 1000 tokens per second speed on consumer-grade GPUs, eliminating the need for custom silicon and drastically lowering the cost of deploying AI capabilities for factories. Factories advancing digital and smart manufacturing can follow this technical path to reduce transformation investment.

This article outlines the latest industry shifts in e-commerce and AI, helping service providers identify client pain points and uncover new business growth opportunities. Key takeaways are as follows:

1. Industry trends: E-commerce content compliance regulations are tightening globally, with new rules targeting AI-generated content, while commission-only creator partnerships are emerging as a new mainstream model. This is driving growing demand from brands and sellers for compliance services and creator matching services. As humanoid robots and embodied intelligence accelerate toward commercial deployment, demand for high-quality training data and technical solutions will continue to rise.

2. Key client pain points: Previously, brands and sellers had to negotiate commission terms and pay creators upfront fees, creating high communication costs and upfront investment that were out of reach for many small businesses. Many food delivery merchants are unfamiliar with Meituan’s new rules and risk losing traffic from penalties for incomplete verification. Cross-border sellers often lack familiarity with overseas AI content compliance regulations, leaving them exposed to penalties and fines.

3. Potential service opportunities: Service providers can launch dedicated commission-only creator matching services to help brands filter and match with suitable creators, set reasonable commission rates, and improve collaboration efficiency. They can also offer compliance-focused managed services for food delivery sellers, helping them complete store and kitchen verification and optimize store ratings to drive more traffic. For cross-border sellers, providers can build AI content compliance auditing services to help businesses align with target market regulatory requirements and avoid penalties.

Updates from multiple platforms in this article offer actionable references for e-commerce platforms on rule optimization, operations management and risk prevention. Key takeaways are as follows:

1. Merchant demand and platform innovation: Small and medium-sized merchants have widespread demand to lower marketing costs. Douyin E-commerce’s new commission-only creator model, which eliminates upfront fees for creator collaborations, can attract more small merchants to the platform and activate its creator ecosystem. This model offers a useful reference for other platforms looking to expand merchant recruitment and grow their merchant base.

2. Operations management direction: By adding two food safety metrics that account for 20% of total store score, Meituan Food Delivery uses rule-based incentives to push merchants to take responsibility for food safety. This not only boosts consumer trust in the platform but also standardizes merchant operations. The example shows that platforms should increasingly strengthen compliance oversight for daily consumer goods, tie compliance requirements to merchant traffic benefits, and raise the overall compliance level of the platform ecosystem.

3. Risk prevention insights: TikTok Shop’s US operation ties content compliance to store performance to crack down on low-quality AI-generated content and maintain overall content quality, demonstrating that platforms need to update rules promptly to adapt to industry shifts and avoid declining user experience from low-quality content. Platforms also need to build formal legal response mechanisms for organized defamation, following JD.com’s example in holding perpetrators legally accountable to protect platform brand reputation. Finally, platforms should proactively communicate new rules to merchants to reduce the likelihood of accidental violations.

This article covers multiple sectors including e-commerce, AI, new consumption and hard technology, highlighting emerging industry trends, new business models and policy directions for industry research reference. Key highlights are as follows:

1. New trends in e-commerce: A business model innovation for creator collaborations has emerged with Douyin’s commission-only model, which replaces the traditional flat fee plus commission structure with a pure commission model that eliminates upfront merchant costs, reshaping collaboration dynamics between brands and creators. The impact of this model on small merchants’ access to the creator ecosystem and on the e-commerce creator industry as a whole merits further research. AI content compliance has also emerged as a pressing industry issue, with new rules introduced both domestically and internationally—from TikTok’s ban on low-quality AI content to the U.S. labeling requirement for AI digital human advertising—making the regulatory framework for AI-generated content an important new research direction.

2. New consumer brand research: Emotional skincare brand Full of Aroma’s nearly RMB 100 million Series B round and its ongoing expansion of direct-owned offline stores in core first-tier cities confirms that the omnichannel growth model for digital-native brands expanding offline continues to receive capital backing. This case provides new empirical data for research on new consumer brand growth paths.

3. Hard technology industry trends: Two Chinese government departments have launched a national special initiative for on-site development of humanoid robots and embodied intelligence to advance technology deployment across multiple scenarios. Meanwhile, Xiaomi has achieved 1000 tokens per second large language model inference speed on general-purpose GPUs. These developments confirm that AI industrial deployment is accelerating and technology costs are continuing to fall, making both important new industry trends for research.