BABA(US:BABA) 艾瑞咨询·2025-06-23 08:54Core Viewpoint - The article emphasizes the transition of the live e-commerce industry in China into a new phase driven by efficiency, focusing on refined operations in product management, traffic, and marketing strategies to achieve sustainable growth [2][5][60]. Group 1: Market Overview - The live e-commerce market in China is projected to reach 5.8 trillion yuan in 2024, reflecting a year-on-year growth of 17.7%, indicating a shift from extensive growth to a phase of deep operational efficiency [2]. - The industry is facing structural challenges as user growth slows, with user penetration rates in short videos, live streaming, and online shopping exceeding 75%, leading to a focus on user retention and value extraction [5][11]. Group 2: User Behavior and Demand - User behavior is characterized by multi-threaded decision-making, with a shift in consumer attention towards a combination of "shelf + content," necessitating a non-linear, dynamic approach to reach users effectively [8][14]. - There is a notable shift in consumer demand from "extreme cost-effectiveness" to a dual focus on "price + quality," with 76.9% of consumers prioritizing product quality over price sensitivity [14][17]. Group 3: Operational Strategies - The E-MAX merchant operation framework is introduced, focusing on maximizing supply efficiency throughout the product lifecycle, penetrating all touchpoints, and integrating marketing resources for ecosystem synergy [21][60]. - The framework includes three phases: incubation, explosion, and deep cultivation, each requiring tailored strategies to enhance product supply efficiency [23][61]. Group 4: Marketing and Brand Building - The article highlights the importance of integrating live marketing with brand marketing to create a synergistic effect, enhancing both immediate sales and long-term brand recognition [19][63]. - Brands are encouraged to leverage seasonal marketing events and innovative live streaming strategies to maximize exposure and drive sales during peak periods [44][46]. Group 5: Case Studies and Practical Applications - Successful case studies illustrate how brands like UR and vivo have effectively utilized the E-MAX framework to achieve significant sales growth and brand exposure through strategic live streaming and marketing initiatives [66][85]. - The article emphasizes the role of AI in enhancing the operational efficiency of live streaming, helping merchants optimize their entire operational chain [90][91].