告别流量战，深耕价值场，“远行者”辛选集团的破局之路

Core Insights - The fifth Live E-commerce Festival in Guangzhou highlighted the recognition of XinXuan Group's long-term commitment and value-driven approach in the live e-commerce industry [1][3] - XinXuan Group has achieved significant sales milestones, including over 30 million orders and 5 billion views during the recent Double 11 shopping festival, showcasing its strong market presence [3][4] - The industry is transitioning from a focus on scale to creating value, with XinXuan Group emphasizing the importance of deep-rooted trust and emotional connections with consumers [4][6] Company Developments - XinXuan Group has shifted its influencer collaboration model from a signing system to a partnership system, resulting in a 29% year-on-year sales increase for mid-tier influencers during Double 11 [4][5] - The company is nurturing new talents alongside established influencers, creating a diverse ecosystem referred to as the "Huangpu Military Academy of Influencers" [5] - XinXuan Group has launched an immersive live streaming model that incorporates multiple scenes and themes, enhancing emotional engagement with consumers [6] Consumer Focus - The company has adjusted its product offerings to cater to middle-aged female consumers, with jewelry sales accounting for 37% and personal care products for 21% during Double 11 [6] - XinXuan Group has introduced a special fund of 100 million yuan to address consumer after-sales issues, reinforcing its commitment to trust and customer satisfaction [6] Industry Context - The live e-commerce sector is entering a "post-competition era," where the focus is shifting from scale to value creation [4] - The Greater Bay Area is recognized as a hub for live e-commerce, supported by a robust supply chain and logistics system [7][9] - XinXuan Group plans to enhance its brand and channel strategies while leveraging data and technology to provide high-quality products [9] Global Expansion - The company is exploring international markets, achieving significant sales in overseas live streaming events, with notable figures such as 1 billion yuan in Russia and 8 billion yuan in Thailand [9] - XinXuan Group aims to create real value rather than relying solely on price advantages in its international endeavors [9]