静悄悄的618，李佳琦们为何集体“隐身”？

Core Viewpoint - The 618 shopping festival this year has seen a significant decline in excitement and participation, with major live-streaming hosts becoming less active and shifting their focus away from traditional sales methods [2][3][20]. Group 1: Changes in Live-Streaming Hosts - Major live-streaming hosts, such as Li Jiaqi and Dong Yuhui, are reducing their appearances and focusing on building teams rather than relying solely on personal brands [3][5][12]. - Li Jiaqi has created multiple accounts to diversify his sales approach, targeting different demographics, including a new account aimed at middle-aged consumers [11][9]. - Dong Yuhui's team has successfully generated significant sales even in his absence, indicating a shift towards a more decentralized model of live-streaming sales [12][13]. Group 2: Industry Dynamics - The decline in the prominence of top hosts is a response to the risks associated with relying heavily on individual influencers, as seen in past controversies [15][16]. - Platforms are now promoting mid-tier hosts and diversifying traffic sources to mitigate risks, with data showing that the contribution of top influencers to sales has decreased significantly [15][17]. - Brands are increasingly opting for self-operated live-streaming channels to reduce dependency on top hosts, as the costs associated with hiring them can erode profit margins [17][18]. Group 3: Consumer Behavior and Regulatory Environment - Consumers are becoming more discerning, moving away from blindly following top hosts to seeking expertise and authenticity in product recommendations [18][19]. - The industry is facing stricter regulations, which has led to a more cautious approach from top hosts, contributing to the overall decline in sales growth [19][20]. - The total sales during the 2024 618 festival saw a 7% decline year-on-year, marking the first negative growth in 16 years, highlighting the challenges faced by the industry [20][23]. Group 4: Future Trends - The future of live-streaming sales may see a rise in niche influencers who specialize in specific categories, as consumers seek more knowledgeable and trustworthy recommendations [25][26]. - Technological advancements are expected to reshape the live-streaming landscape, enhancing efficiency and potentially reducing the reliance on human hosts [26][27]. - The core competitive advantage for future influencers will likely shift from personal charisma to supply chain management and product quality, emphasizing the importance of backend capabilities [27][28].