Core Insights - The rental prices in Hangzhou's Lijing International Building have plummeted from 4000 yuan to below 2000 yuan, indicating a significant decline in the live-streaming e-commerce sector as top influencers leave the city [1] - Guangzhou is emerging as a new hub for live-streaming e-commerce, transitioning from a "platform ecosystem" to an "industry-driven" model, suggesting a potential shift in dominance from Hangzhou to Guangzhou in the next decade [2] Summary by Sections Hangzhou's Decline - The peak of Lijing International Building was characterized by a vibrant community of influencers, with a high concentration of popular streamers and MCN agencies [1] - The number of registered live-streaming related enterprises in Zhejiang reached over 5000, ranking first in the country, with a projected transaction volume of 53.256 billion yuan in 2024, accounting for 28.4% of the national total [6] - Influencers in Hangzhou are facing a challenging environment, with significant drops in income and a shift in the market dynamics [14][16] Guangzhou's Rise - Guangzhou's live-streaming e-commerce is characterized by a more practical approach, where local factory owners directly engage in live-streaming without the need for high-profile influencers [9][12] - The city has seen a rapid increase in the number of entities involved in live-streaming, with 80% of the live-streaming activities being "store broadcasts" [12] - Guangzhou's strong supply chain and industrial base allow for quicker product delivery and lower operational costs, making it an attractive location for live-streaming e-commerce [17][19] Comparative Analysis - The live-streaming e-commerce landscape in Hangzhou is heavily reliant on platforms and top influencers, creating a "middleman" model that is becoming less sustainable [13][14] - In contrast, Guangzhou's model focuses on direct sales from manufacturers, reducing the complexity of the supply chain and enhancing efficiency [16][20] - The competition between the two cities is not a decline of the industry but a reshaping of it, with both cities developing distinct business styles and operational strategies [20][22] Future Outlook - The future of live-streaming e-commerce will likely see a more segmented approach, with influencers and brands focusing on specific niches and operational efficiencies [20] - Both cities are investing in their respective ecosystems, with Hangzhou enhancing its supply chain capabilities and Guangzhou promoting content creation and support for influencers [21][22]
杭州造梦vs广州造货：电商人走到了下半场对决
3 6 Ke·2025-12-15 07:38