直播电商行业进军私域发展空间 谦寻控股探索小程序商业新模式

Group 1 - The launch of "Qianxun Super Member" mini-program by Qianxun Holdings has led to all products being sold out shortly after its release, indicating a positive market response and highlighting a shift in the live e-commerce industry from "traffic dependence" to "value cultivation" [1] - Qianxun Holdings emphasizes that the mini-program aligns with the industry's trend from "head dependence" to "diversified ecology," focusing on accurately capturing user needs through a strategy of "low-priced quality goods + member exclusives" to activate loyal fans [1] - The mini-program features products managed independently by a professional team, utilizing fixed pricing and limited-time flash sales to avoid pricing disputes, showcasing a refined approach to retail service [1] Group 2 - In the competitive e-commerce market, the cost of public traffic is rising, making user acquisition more challenging, prompting brands to explore private traffic operations, as seen with Luckin Coffee and Miniso [2] - The live e-commerce industry has entered a "decentralized" era, with platform policies increasingly favoring small hosts and brand stores, as evidenced by Tmall's report showing brand merchant live broadcasts accounting for 51.8% of total broadcasts [2] - New operational models are essential for the live e-commerce industry to find growth, with a focus on deepening emotional connections with users to enhance loyalty, as demonstrated by popular hosts like Li Jiaqi and Dong Yuhui [2] Group 3 - Qianxun is making progress in areas such as artificial intelligence and industry empowerment, which may lead to new growth points for the industry and promote the integration of live e-commerce with other sectors [3] - The industry must shift from blind pursuit of traffic to a focus on user and social value to achieve true maturity in live e-commerce [3]