跨境电商保税仓直播带货的法律规制
Legal Regulation of Live Banding in Cross-Border E-Commerce Bonded Warehouses

保税仓直播带货作为一种创新模式，为跨境电商的发展提供了新的动力，也为满足消费者的个性化需求提供了便利。但其运营需要遵守特定的法律框架，在实践中面临着一些问题需要加以规范和解决。应当从明确保税仓直播带货的责任主体、完善保税仓直播中的宣传规则和特有的要求、建立健全的售后服务机制推动和促进无理由退货的实行等方面来完善《消费者权益保护法》和《电子商务法》等相关法规，落实平台责任，保护消费者的合法权益。
As an innovative model, bonded warehouse live banding provides a new impetus for the development of cross-border e-commerce and facilitates the meeting of consumers’ individualized needs. However, its operation needs to comply with a specific legal framework and faces some problems in practice that need to be regulated and solved. Relevant regulations such as the Protection of Consumer Rights and Interests Law and the E-Commerce Law should be improved in terms of clarifying the responsible body of bonded warehouse live banding goods, improving the rules of publicity and unique requirements in bonded warehouse live banding goods, and establishing a sound after-sales service mechanism to promote and facilitate the implementation of the no-excuses returns, so as to implement the responsibility of the platforms and protect the legitimate rights and interests of the consumers.