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Q&A Regarding Beijing Live Streaming Sales Compliance Guidelines (1)

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Q: What is live streaming sales?
A: Live streaming sales refers to the transaction activity of selling goods or providing services through online live streaming.

Q: What is a live streaming e-commerce platform operator?
A: The operator of a live streaming e-commerce platform refers to a network platform that provides online business premises, transaction matching, information release and other services for operators who use live streaming to sell goods or provide services for both parties or parties to independently carry out trading activities. It should fulfill the responsibilities and obligations of an e-commerce platform operator in accordance with the provisions of the Electronic Commerce Law.

Q: What is a live streaming sales room operator?
A: The live streaming room operators of live streaming sales refer to individuals, corporations and other organizations who register accounts on live streaming sales platforms or open live streaming rooms through self-built websites or other network services to engage in live streaming sales. Selling goods or providing services through live streaming e-commerce platforms should fulfill the responsibilities and obligations of operators within the e-commerce platform in accordance with the provisions of the E-commerce Law.

Q: What is live streaming sales personnel?
A: Live streaming sales personnel refer to individuals who directly sell goods or provide services to the public during live streaming.

Q: What is a live streaming sales service agency?
A: Live streaming sales service agencies refer to specialized institutions that provide planning, operation, brokerage, training, and other services for live streaming sales personnel to carry out live streaming sales activities.

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