On December 3-4, the 2025 Direct Selling Enterprise Consumer Rights Protection Training and Exchange Event was held in Zigong City, Sichuan Province. The event focused on in-depth discussions and exchanges on topics such as the governance mechanism of live streaming e-commerce, compliance management of direct selling enterprises, and protection of consumer rights and interests empowered by traditional culture. Comrades in charge of China Consumer News and relevant departments of market supervision in provinces such as Sichuan, Zhejiang, Shandong, Henan, and Guizhou participated in the exchange and discussion. Representatives from 55 direct selling companies participated in the event.
Participants in the event believe that direct selling companies have always provided consumers with a wide range of product choices in the fields of health products, nutrition and health care, and personal care through their unique sales models and service concepts. They have played a constructive role in guiding consumers to establish healthy consumption concepts and cultivate healthy lifestyles. However, there are still certain shortcomings in protecting consumer rights in the direct sales industry. These situations indicate that direct selling enterprises must prioritize consumer rights in order to win market trust and achieve long-term development. Compliance is the lifeline of direct sales and the true competitiveness of enterprises. Direct sales enterprises should have a reverence for laws and regulations, further enhance their awareness and initiative in complying with laws and regulations, and firmly establish a consumer first consciousness.
Liu Xiaochun, director of the Internet Rule of Law Research Center of the University of Chinese Academy of Social Sciences and associate professor of the School of Law, gave a special lecture entitled "Live broadcast e-commerce governance mechanism and consumer protection", and systematically interpreted the governance mechanism and consumer protection in the field of live broadcast e-commerce. The content covers typical risk cases of live streaming e-commerce, regulatory legal frameworks, and the responsibilities of multiple legal entities. It focuses on analyzing core regulations such as the E-commerce Law and the Measures for the Administration of Online Live Streaming Marketing (Trial), clarifying the compliance obligations and risk boundaries of platforms, hosts, merchants, and other entities. The course emphasizes the importance of preventing false advertising and strengthening consumer rights protection, and proposes specific suggestions for risk prevention and compliant operation for different business models.
The picture shows Professor Liu Xiaochun's speech
As a national brand that has been deeply engaged in the massive health industry for more than 30 years, Sunhope has always taken "consumer first" as the core concept of enterprise development. Over the years, Sunhope has adhered to the operation in accordance with laws and regulations, strictly abided by national laws and regulations on direct marketing, advertising, product quality and consumer protection, constantly improved the internal compliance system, and strengthened the legal awareness and service standards of employees and dealers.
The picture shows the scene photo of Sunhope's compliance training to business partners
In this research and exchange activity, representatives of Sunhope actively participated in the discussion of various topics and shared the practical experience of the enterprise. Sunhope believes that the values of "honesty based" and "profit based on righteousness" contained in the excellent traditional Chinese culture are highly consistent with the concept of compliance management of modern enterprises. Over the years, the company has insisted on integrating public welfare into brand building and customer service, continued to carry out projects such as "Sunhope Public Welfare Library" and "Love for Students", and practiced corporate social responsibility with practical actions; At the same time, advocating a scientific and rational consumption concept, through product quality, professional services, and transparent communication, effectively safeguarding consumers' rights to information, choice, and safety.
In the face of the opportunities and challenges brought by emerging formats such as live broadcast e-commerce, Sunhope also actively embraces changes and actively explores the compliance path of digital marketing. The company has established a comprehensive review mechanism for live streaming marketing, clarified the behavior norms of anchors, and eliminated violations such as exaggerated advertising and false promises, ensuring that every promotional phrase can withstand legal and consumer scrutiny.
In the future, Sunhope will continue to adhere to the original intention of "taking good as the foundation and building a business with integrity", integrate consumer rights protection into corporate strategy, operation management and cultural genes, work with industry colleagues to build a standardized, healthy and sustainable direct marketing ecosystem, and contribute Sunhope's strength to promote high-quality development of the industry.
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