Core Viewpoint - The company is shifting its focus towards private traffic to enhance customer loyalty and maximize customer lifetime value in a competitive live-streaming e-commerce environment [1][10][13] Group 1: Community Engagement - All product managers at the company are now engaged in the community channel, which has reached daily active users in the tens of thousands, aiming to quickly respond to market demands and enhance customer retention [1][2] - The community channel allows for real-time feedback on product features and suggestions, covering 15 product categories including fruits, vegetables, and dairy [2][8] - User-generated content (UGC) in the community helps in product correction, reducing trial and error costs, and increasing the success rate of new products [9][10] Group 2: User Demographics and Loyalty - The community channel primarily attracts loyal users, particularly women aged 35-45, aligning closely with the platform's overall user profile [2][10] - Despite a slowdown in fan growth on Douyin, the company has seen a slight increase in paid membership, with 19.86 million and 26.43 million members in fiscal years 2024 and 2025 respectively [11][12] - The community serves as a buffer for user relationships, enhancing emotional connections and trust, which can lead to increased willingness to pay [11][12] Group 3: Market Adaptation and Product Development - The company is actively adapting to market feedback through its community channel, which aids in the development of new products, with a minimum development time of 2-3 months [8][12] - In fiscal year 2025, the company increased its self-operated product SKUs by nearly 50% to 732, with self-operated products accounting for 43.8% of GMV [12] - The introduction of high-margin products like prickly pear juice and probiotics is aimed at optimizing revenue structure [12] Group 4: Strategic Shift in Operations - The transition to private traffic represents a strategic shift from rapid expansion to meticulous cultivation of customer assets, emphasizing the importance of long-term brand building [13] - The company is also exploring new customer segments through initiatives like gift orders on WeChat, which saw a 1622% increase [12] - The focus on private traffic is seen as essential for maximizing customer lifetime value in a competitive landscape [13]
东方甄选发力社区 直播电商竞争存量