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Core Viewpoint - The live streaming e-commerce industry is experiencing a transformation in consumer behavior, with a shift towards rational purchasing decisions and a focus on product quality, performance, and price balance. This change is characterized by a "contradictory consumption upgrade," where consumers seek both cost-effectiveness and self-reward [1][4]. Consumer Demand Changes - Consumers now demand low prices while ensuring quality assurance, questioning the reasons behind low prices and potential compromises on quality [4][5]. - There is a trend towards following fashion trends while also seeking unique, niche products, as evidenced by the success of customized items that stand out from mass-produced goods [4][5]. - Consumers prefer quick decision-making and deep engagement, wanting essential information delivered rapidly rather than enduring lengthy live streams [4][5]. Business Adjustments - The company has restructured its business model to address challenges such as refined consumer demands, complex supply chain management, and rising traffic costs [5][6]. - A shift from relying on single hosts to developing a matrix of expert hosts has been implemented to enhance sales growth [6][7]. - The focus has moved from "lowest price" to emphasizing "exclusive value," utilizing data from social media platforms to customize new products rapidly [7][8]. - The live streaming format has evolved from simple sales pitches to a "content convenience store" model, allowing users to find products quickly and transparently [7][8]. Industry Trends and Future Outlook - The year 2025 is anticipated to be a critical period for the live streaming e-commerce industry, with three key capabilities determining business success: deep water operational capability, small ecological closed-loop capability, and AI industrialization capability [1][9]. - Companies must adapt to a more competitive environment where understanding consumer behavior and preferences is essential for survival [9][10]. - The integration of AI technology is reshaping the operational processes of live streaming e-commerce, enabling better predictions of consumer purchasing behavior based on various factors [9][10]. Strategic Collaborations and Results - The company has established strategic partnerships with 21 major industrial hubs across China, enhancing direct supply chain efficiency and reducing costs by 30% to 50% [10]. - The focus on high-quality, source-verified products has led to a 45% repurchase rate for these items in live streams, indicating strong consumer demand for value [10]. - The company is leveraging AI to create engaging short videos that drive traffic and facilitate brand membership growth, resulting in a significant proportion of new brands emerging successfully in the market [10].