血拼618：“只有杭州，才能找到5天不睡的主播”

Core Insights - The article discusses the evolving landscape of live commerce in China, particularly during major shopping events like 618, highlighting the shift from traditional metrics like GMV to a focus on the roles and dynamics of individuals within the industry [6][21]. Group 1: Industry Dynamics - The number of online streamers in China reached 38.8 million by the end of 2024, a 150% increase year-on-year, indicating a significant growth in the workforce dedicated to live commerce [8]. - The live commerce ecosystem is undergoing a transformation, with a focus on operational roles and the integration of AI, leading to a more structured and efficient environment [21][23]. - The contribution of top streamers to overall GMV is diminishing, with only 9% of GMV coming from top streamers with over one million followers, while mid-tier and long-tail streamers contribute significantly more [24]. Group 2: Employment Opportunities - The live commerce sector is projected to create between 25 to 30 million new jobs in China, with cities like Hangzhou leading in the number of streamers and related businesses [36][39]. - The demand for diverse roles in live commerce is increasing, including positions like data analysts, content creators, and AI operators, reflecting a shift towards a more data-driven approach [29][38]. - The article emphasizes that live commerce is a unique economic model capable of generating employment, with estimates suggesting that every 1 billion yuan in GMV can create approximately 1,200 jobs [39]. Group 3: Market Trends - Major cities in China are competing to establish themselves as "live commerce hubs," with ambitious sales targets set for the coming years, such as Shenzhen aiming for 300 billion yuan in sales by 2025 [40]. - The article notes that the live commerce industry is characterized by its adaptability, with platforms continuously evolving to meet changing consumer preferences and technological advancements [41]. - The growth trajectory of live commerce remains steep, with an expected annual compound growth rate of 18% from 2024 to 2026, indicating robust market potential [38].