Core Insights - The article highlights a significant price controversy surrounding Li Jiaqi's live streaming sales, leading to a wave of refunds and consumer dissatisfaction, with claims of up to 8 billion yuan in returns during the Double Eleven shopping festival [1][4] - The evolution of live commerce from a niche market to a mainstream channel has been marked by increasing complexity in promotional strategies, resulting in consumer confusion and price discrepancies [3][5] - The shift in the e-commerce landscape indicates a transition from a focus on growth to a competitive environment centered on existing customer bases and brand autonomy [4][10] Group 1: Price Controversy and Consumer Reaction - Consumers reported that pre-sale prices in Li Jiaqi's live streams were significantly higher than the current market prices, with discrepancies of 50-60 yuan [1] - Li Jiaqi's response to the controversy included denying the claims and suggesting that consumers could treat the event as if no promotions were held [1][4] - The backlash from consumers has raised questions about trust in live commerce, particularly regarding price guarantees and promotional integrity [13] Group 2: Evolution of Live Commerce - The live commerce sector has transformed dramatically since its inception in 2016, with key milestones such as Li Jiaqi's rise to fame and the introduction of extended promotional periods by platforms like Tmall [3][5] - The complexity of promotional strategies has increased, evolving from simple discounts to intricate combinations of pre-sale reductions, cross-store discounts, and various coupons [3][5] - The competitive landscape has shifted, with brands increasingly moving towards self-broadcasting and reducing reliance on super influencers like Li Jiaqi [10][12] Group 3: Industry Dynamics and Future Trends - The article discusses the decline of the "super influencer" model as brands gain more control over their marketing strategies and consumer preferences shift towards quality and service over price [10][12] - The rise of platforms like Douyin and Kuaishou has intensified competition, leading traditional e-commerce platforms to adapt by enhancing user experience and integrating external resources [8][10] - Future competition in live commerce is expected to focus on value rather than mere traffic, emphasizing refined operations, technological upgrades, and ecosystem development [17]
谁还在为李佳琦们买单？
3 6 Ke·2025-10-26 09:16