直播电商十年大变局：当流量红利见顶，谦寻正在做那难而正确的事

Core Insights - The live e-commerce industry in China has evolved significantly since its inception in 2016, moving from a focus on low prices and high traffic to an emphasis on quality, trust, and sustainable growth as the market matures [1][19][20] Industry Trends - The total number of internet users in China is approaching 1.123 billion, leading to increased costs for acquiring traffic, which has shifted the competitive landscape [1] - Consumer behavior has fundamentally changed, with a growing preference for high-repurchase, trustworthy brands over low-priced products [1][19] - Key search terms in the food sector have shifted towards health, traceability, and quality, indicating a more discerning consumer base [1] Company Initiatives - Qianxun launched the "Qianxun Super Store" in May, focusing on quality products rather than just low prices, aiming to build consumer trust [1][9] - The company employs a rigorous selection process for products, emphasizing transparency and quality assurance through its Link system, which includes AI quality checks and supply chain evaluations [8][9] - Qianxun's approach is likened to that of "Pang Donglai," focusing on trust and quality over easy sales, and aiming to create a sustainable brand image [13][14] Historical Context - Qianxun has a history of supporting local farmers and promoting agricultural products, dating back to 2016, when it engaged in live-streaming to help farmers reach a broader market [15][16] - The company has evolved its model from one-time sales to a systematic approach that builds long-term brand recognition and sustainable supply chains [16][18] Future Outlook - The live e-commerce industry is transitioning from a focus on gross merchandise volume (GMV) to metrics like repurchase rates and customer recommendations, highlighting the importance of quality and supply chain depth [19] - The next decade for live e-commerce is expected to focus on creating value for users through quality assurance and trust-building initiatives, positioning the industry for sustainable growth [20]