直播间的红利，终于轮到品牌方了

Core Insights - The trend in live commerce is shifting from reliance on top KOLs (Key Opinion Leaders) to brand-owned live streaming channels, with official brand live rooms capturing over half of the top 10 GMV (Gross Merchandise Value) in recent statistics [1][11][12] - Consumers are increasingly prioritizing quality and brand trust over the allure of celebrity endorsements, indicating a maturation in the live commerce market [2][3][17] Consumer Behavior - Consumers like "Chen Jie" have shifted their purchasing focus from top KOLs to official brand live rooms, driven by better price guarantees and product quality [4][6] - Younger consumers, such as "Xiao Yan," express a loss of trust in top influencers due to negative incidents, leading them to prefer brand live streams for their perceived reliability [8][10] Brand Strategy - Brands are increasingly establishing their own live streaming teams and strategies, moving away from dependence on external influencers, which allows for better control over pricing and brand messaging [14][15][20] - Successful brands, like "Daphne," have transitioned from relying on KOLs to building their own live streaming capabilities, resulting in significant sales growth [14][19] Industry Evolution - The live commerce ecosystem is evolving, with brands now able to leverage improved supply chains and platform support to create professional live streaming experiences [20][21] - Platforms are recognizing the need for a diverse range of brands and are implementing support programs for brand self-broadcasting, enhancing the overall health of the e-commerce ecosystem [21][22] Future Outlook - Brands must innovate their live streaming content and build trust with consumers to thrive in the competitive landscape, focusing on quality and user engagement [24][26] - The shift towards brand-led live commerce signifies a more mature and competitive market, with the potential for diverse content and improved consumer experiences [24][26]