As the 2025 Double 11 online shopping festival approaches, BE FRIENDS HLDG (01450.HK) has reinforced its compliance framework in alignment with regulatory requirements from China’s State Administration for Market Regulation (SAMR). The company has integrated collaborative oversight practices from the Yangtze River Delta region into its end-to-end operations, launching a comprehensive compliance system to safeguard consumer rights and promote the healthy development of live-streaming e-commerce.
As a leader in industry compliance, BE FRIENDS HLDG strictly adheres to SAMR’s *Guidelines on Strengthening Supervision of Online Live-streaming Marketing Activities* and the upcoming *Live-streaming E-commerce Supervision Measures*. The company has established a full-chain accountability system covering entity compliance, brand supply chain verification, product quality, marketing practices, and after-sales service.
**Key Compliance Initiatives:** 1. **Vendor Qualification Review**: Leveraging its proprietary "Friend Cloud" AI system, BE FRIENDS HLDG conducts real-time verification of merchant credentials and brand documentation to ensure traceability and authenticity. 2. **Product Quality Control**: A three-tier screening mechanism (preliminary, secondary, and final selection) is enforced, with heightened scrutiny on high-risk categories like food, cosmetics, and health supplements. Counterfeit, infringing, or substandard products are strictly prohibited. 3. **Marketing Compliance**: The company employs an "AI Pre-screening + Manual Review + Post-broadcast Audit" model to eliminate false claims (e.g., "absolute efficacy") and manipulative practices like fabricated sales data or fake reviews. Real-time monitoring ensures accurate product descriptions during live streams. 4. **Pricing Transparency**: Deceptive tactics such as "fake original prices" or pre-discount price hikes are banned. All promotional terms are clearly disclosed, with active oversight from regulators and consumers. 5. **Consumer Protection**: An upgraded "Advance Compensation + 48-Hour Response" mechanism guarantees a 95% resolution rate for Double 11 complaints. The 7-day no-reason return policy is strictly enforced, with dedicated teams handling peak-period after-sales demands. Non-compliant merchants face tiered penalties or removal.
**Industry Collaboration**: On November 5, BE FRIENDS HLDG participated in the *2025 Consumer Responsibility Forum* co-hosted by the China Consumers Association and Sichuan provincial regulators, discussing consumer trust and industry standards. The company also joined SAMR-led workshops in Shanghai and Yangtze Delta regions, sharing best practices like AI-human dual audits and high-risk category management. These efforts have strengthened cross-regional regulatory coordination and real-time compliance reporting.
A company spokesperson emphasized that compliance is foundational to the live-streaming e-commerce sector. For Double 11 2025, BE FRIENDS HLDG will continue leveraging SAMR guidelines, regional regulatory synergies, and technological innovation to uphold its responsibilities. The firm remains committed to advancing industry-wide compliance and fostering a fair, transparent online marketplace.