Yowant Technology(SZ:002291) Mei Ri Jing Ji Xin Wen·2025-12-03 12:51Core Insights - The article discusses the current state and changes in the live-streaming e-commerce industry in Hangzhou, often referred to as the "first city of live-streaming e-commerce" in China, highlighting both growth and structural shifts within the industry [1][2]. Industry Overview - Hangzhou has 32 major live-streaming platforms and nearly 50,000 streamers, with over 10,000 registered live-streaming related companies, contributing to over 1 million jobs [1]. - In the first half of 2025, the top MCN (Multi-Channel Network) institutions in Hangzhou reported total revenue of 5.993 billion yuan, a year-on-year increase of over 17%, with a total profit of 362 million yuan [1]. Structural Changes - There is a shift in the streamer structure, with more streamers moving from independent IP creation to store broadcasting, indicating the industry is maturing [2][3]. - Despite concerns about a mass exodus of streamers from Hangzhou, the net influx of streamers is still on the rise [3]. Market Dynamics - The live-streaming e-commerce market in China is approaching 40% of the national online retail sales, with the number of professional streamers increasing by 150% year-on-year [3]. - The industry is currently in a "blooming" phase, with a richer variety of vertical categories emerging [3][4]. Consumer Behavior - There is a notable shift towards rational consumption and high-cost performance, with consumers becoming more selective and less impulsive in their purchasing decisions [8]. - The types of products being sold through live-streaming are evolving from low-cost, standardized items to high-quality, personalized offerings [8]. Challenges and Innovations - MCN institutions face challenges due to rising traffic costs, necessitating a focus on content innovation and diversified operations to maintain profitability [7]. - The impact of AI digital humans on live-streaming is currently minimal, as consumer engagement relies heavily on the emotional connection with real streamers [6]. Future Outlook - The live-streaming e-commerce industry is entering a deep cultivation phase, requiring clear and reliable standardized processes for sustainable growth [9]. - The industry is moving away from the perception of being a "quick money" sector, focusing instead on rapid content innovation and product iteration [9].