逃离杭州的网红，下一站在哪儿？

Core Viewpoint - The "anchor evacuation" incident at the Lijing International Building in Hangzhou highlights the decline of the live-streaming e-commerce industry, reflecting broader changes in the market and the challenges faced by small to medium-sized anchors [1][5][34] Group 1: Current Situation of Lijing International - The Lijing International Building, completed in 2015, was once a symbol of Hangzhou's live-streaming e-commerce boom, housing around 20,000 live-streamers at its peak [2][10] - Recent reports indicate that the number of residents has dropped to approximately 8,000, with rental prices for single rooms plummeting from a peak of 4,500 yuan to as low as 1,200 yuan [4][7] - The decline in rental prices began in 2021, with an annual decrease of about 10% since then, indicating a long-term trend rather than a sudden collapse [6][7] Group 2: Changes in the Live-Streaming Industry - The live-streaming industry is experiencing a shift from a focus on quantity to a more structured, vertical approach, with a growing emphasis on specialized anchors [25][34] - The demand for entertainment anchors has decreased, leading to a higher survival rate for e-commerce anchors, who now face stricter entry requirements [13][14] - Platforms are increasingly prioritizing content quality and user engagement metrics over mere traffic, which disadvantages smaller anchors who relied on volume [20][21] Group 3: Future Opportunities and Challenges - The industry is moving towards a model where specialized anchors, or "main operators," who can articulate product value and brand stories will have a competitive edge [30][31] - The shift towards brand self-broadcasting is expected to continue, with brands seeking to establish long-term relationships with consumers rather than relying solely on influencer marketing [22][23] - The restructuring of roles within the live-streaming ecosystem suggests that while opportunities may diminish for generalist anchors, niches in specialized categories will likely see growth [28][32]