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Core Insights - The article highlights the rise of Li Dia, a young influencer who has become a leading figure in e-commerce on Xiaohongshu, particularly during the 618 shopping festival, by utilizing a unique approach to product testing and knowledge sharing [1][3][17] - Li Dia's live streaming style focuses on transparency and education, which resonates with consumers, leading to significant sales and a growing follower base [6][9][24] Group 1: Li Dia's Unique Approach - Li Dia employs a "knowledge-driven" strategy in her live streams, showcasing product testing data and scientific principles, which creates an engaging and informative atmosphere for viewers [1][3] - The inclusion of a "disadvantages segment" in her streams encourages consumers to think critically before making purchases, enhancing trust and reducing return rates [8][9] - Her experimental content not only attracts her existing followers but also draws in new viewers, as evidenced by the high average viewing time of nearly 12 minutes during her live streams [8][9] Group 2: Consumer Engagement and Community - Li Dia's audience is characterized by a diverse set of values, prioritizing practicality and novelty in products, which aligns with her content style [6][12] - The community aspect is emphasized, with fans engaging in discussions and expressing a sense of camaraderie with Li Dia, further solidifying her influence [12][14] - The platform Xiaohongshu serves as a vital space for product reviews and community interaction, making it a preferred choice for consumers seeking genuine recommendations [9][10] Group 3: Market Trends and Opportunities - The article notes that the younger generation, particularly those born after 1995, holds significant purchasing power, making platforms like Xiaohongshu essential for brands targeting this demographic [17][20] - Brands are increasingly recognizing the value of collaborating with young influencers like Li Dia to reach and engage with younger consumers effectively [20][24] - The live commerce industry is moving towards greater regulation, which may benefit quality creators and enhance the overall market environment [24]