C.T.C跨越周期——操盘手工作手册

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The live e-commerce sector has experienced rapid growth, with Kuaishou's GMV increasing from 96 million yuan in 2018 to 381.2 billion yuan in 2020, marking a nearly 4000-fold increase over two years [2] - The era of rough growth has ended, and the focus has shifted to strategic thinking and professional, systematic, and refined operations [2][6] - Kuaishou e-commerce aims to build "extreme trust" between buyers and sellers, enhance product supply, and support service providers to help merchants and streamers grow efficiently [2][3] Summary by Sections Methodology - Kuaishou e-commerce has introduced the "STEPS brand management methodology" for brand merchants and the "STAGE live streaming operation methodology" for individual live sessions, aimed at achieving better GMV results [3] - The "C.T.C Crossing the Cycle - Operator Handbook" has been launched to enhance the professional live streaming operation capabilities of service providers and merchants [3][7] Operator Development - The operator model has shown promising results, with some streamers achieving GMV growth of over 200% to 1000% in single sessions, and average follower growth of nearly 40,000 [7] - The handbook serves as a comprehensive guide for operators to diagnose growth pain points and develop sustainable growth plans for streamers and merchants [8] Account Diagnosis - The account diagnosis process aims to identify streamers' strengths and weaknesses, analyze their current growth stage, and determine strategies for future growth [16][18] - Key data dimensions for diagnosis include live room operation, follower metrics, product inventory, and traffic data [21][22] Marketing Strategies - The report emphasizes the importance of marketing events, which can significantly boost GMV, with average increases of 117% observed during such events [73] - Marketing events serve not only to enhance sales but also to strengthen the streamer-fan relationship and improve the streamer's operational capabilities [76][77]