An e-commerce livestreamer promotes products at Yiwu International Expo Center in Yiwu, Zhejiang province, on May 17, 2026. [Photo/IC]

Zhejiang has issued 20 measures to promote the sound and orderly development of its livestreaming economy, as the province seeks to shift the sector's focus from traffic-driven growth to quality.

The measures establish a full-cycle mechanism covering prevention, monitoring, and response. They call for stronger platform checks when businesses join, closer oversight during livestreams, and platform-first compensation and AI-assisted online dispute resolution when disputes arise. A rapid correction mechanism will apply to minor violations, while false advertising, fabricated transactions, and low-quality goods sold at excessively low prices will face targeted action.

The rules also cover AI-generated content and deep synthesis technologies, while targeting malicious complaints, cyberbullying, and toxic fan culture. They promote joint governance involving government regulators, platforms, industry groups, and the public.

Zhejiang's livestreaming e-commerce transactions reached 673.4 billion yuan ($99.85 billion) in 2025, ranking second nationwide. About 70 percent of China's leading multichannel network, or MCN, agencies are based in the province. By the end of the first half of this year, Zhejiang had more than 170,000 livestreaming-related businesses, while Hangzhou alone had nearly 50,000 livestreamers.

Last year, more than 100,000 attendances were recorded at introductory training sessions for online business operators. The province also trained 14,685 livestreamers and 4,237 internet marketers.