GMV上涨10%，李佳琦的618战火，从“所有女生”烧向了“所有爸妈”

Group 1 - The core focus of the article is on Li Jiaqi's new live streaming initiative targeting middle-aged and elderly consumers during the 618 shopping festival, showcasing a shift in strategy to capture a different demographic [1][34] - Li Jiaqi's new live streaming channel "All Parents' Happy Home" launched on May 5, attracted over 1.74 million viewers during its first broadcast, despite minimal promotional efforts for the 618 event [3][20] - The live stream on the first day of 618 featured 52 products and achieved nearly 3.5 million views, ranking first in the "Clothing and Bags" category [3][20] Group 2 - Li Jiaqi's main live streaming channel saw a GMV increase of over 10% compared to the previous year, indicating strong market performance and consumer interest [7][24] - The article highlights the competitive landscape of the 618 shopping festival, noting that while some major streamers have exited, Li Jiaqi remains a dominant figure, with his live stream viewership exceeding 429 million [30] - The overall sales performance of the 618 event showed a decline, with a reported 7% decrease in total online sales compared to the previous year, marking the first negative growth for the event [35][39] Group 3 - The new live streaming channel adopts a slower pace and a more relaxed atmosphere, catering specifically to the preferences of older consumers, contrasting with the fast-paced nature of typical shopping events [12][18] - The article discusses the strategic shift in marketing approaches, with platforms like Taobao and Douyin emphasizing direct discounts and simplified rules to attract consumers [39][41] - The collaboration between major platforms like Taobao and Xiaohongshu aims to enhance consumer engagement and drive traffic, reflecting a trend towards strategic partnerships in the industry [41]