Core Viewpoint - The sales of top live-streaming e-commerce hosts have halved during the 2024 Double 11 shopping festival, with return rates for popular women's clothing stores soaring above 90%, prompting many e-commerce operators to return to traditional shelf-based e-commerce models. This shift is attributed to the decline of traffic dividends, high operational costs, and a return to rational consumer behavior, indicating that relying solely on impulse buying driven by interest e-commerce and big data recommendations is not sustainable [1]. Group 1: E-commerce Models - Shelf e-commerce is a fundamental model that mirrors traditional offline supermarkets by categorizing products online to attract users to search and purchase actively [2]. - Content e-commerce has emerged as a new shopping method that uses high-quality content (text, short videos, live streams) to subtly guide consumer behavior, where "content is the marketplace" [5]. - Live-streaming e-commerce involves hosts showcasing products in real-time and interacting with consumers, driven by emotional decision-making, and differs from other content e-commerce by emphasizing user participation [11]. Group 2: Advantages and Disadvantages - Shelf e-commerce advantages include a wide range of products, one-stop shopping convenience, stable logistics, and mature after-sales systems, while disadvantages include intense competition, low margins, and insufficient personalized recommendations [7]. - Content e-commerce benefits from driving consumption through integrated product information and high user engagement, but faces challenges such as low brand loyalty and high impulse purchase return rates [8][15]. - Live-streaming e-commerce has high impulse purchase characteristics and fosters trust through real-time interaction, but it also suffers from high return rates and limited market reach [16]. Group 3: Comparative Analysis - The driving logic of shelf e-commerce is search and comparison (user finds products), while content e-commerce relies on content to stimulate interest (products find users), and live-streaming e-commerce focuses on real-time interaction [17]. - User roles differ across models: shelf e-commerce users are active shoppers, content e-commerce users are content consumers, and live-streaming e-commerce users are audience members [17]. - Core scenarios vary: shelf e-commerce is for clear demand orders, content e-commerce stimulates demand during browsing, and live-streaming e-commerce relies on time-limited promotions [17]. Group 4: Industry Insights - The e-commerce landscape is evolving, and regardless of the chosen model, success hinges on analyzing and monitoring transaction efficiency, including return rates and conversion costs [1]. - Nine Numbers Cloud BI provides real-time data analysis and monitoring capabilities for e-commerce businesses, supporting multi-dimensional evaluation of return performance and profit margin calculations to identify high-profit products and loss items [1].
选错阵地=烧钱!货架/内容/直播/社交电商模式解析
Sou Hu Cai Jing·2025-06-10 04:20