BABA(US:BABA) 艾瑞咨询·2025-07-07 02:16Core Insights - The article emphasizes the transition of the live e-commerce industry in China into an "efficiency-driven" phase, 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% [2] - The industry is shifting from "traffic expansion" to "efficiency-driven" operations, necessitating a systematic integration of traffic and multi-ecosystem collaboration for long-term growth [2][5] Group 2: User Behavior and Demand - User growth in the live e-commerce sector is slowing, with penetration rates for short videos, live broadcasts, and online shopping exceeding 75%, prompting a shift from broad user acquisition to deep user engagement strategies [5][8] - Consumer demand is becoming fragmented, with a notable shift from "extreme cost-performance" to a dual focus on "price + quality," indicating a need for merchants to adapt their product offerings accordingly [11][14] Group 3: Merchant Strategies - Merchants are encouraged to develop a non-linear, dynamic approach to reach users, utilizing multiple touchpoints and time-segmented content strategies to enhance conversion rates [8][19] - The E-MAX merchant operation framework is introduced, focusing on maximizing supply efficiency, penetrating all touchpoints, and integrating marketing resources to achieve ecosystem synergy [21][60] Group 4: Operational Framework - The E-MAX framework consists of three main strategies: Maximizing Cycle Supply, Adaptive Access, and X-Field Marketing, aimed at optimizing product efficiency and enhancing marketing effectiveness [21][60] - The full-cycle supply strategy involves managing products through their lifecycle stages: incubation, explosion, and deep cultivation, with tailored strategies for each phase [23][61] Group 5: Marketing and Brand Building - The article highlights the importance of integrating live marketing with brand marketing to create a synergistic effect that enhances both immediate sales and long-term brand recognition [19][63] - Merchants are advised to leverage AI technology to improve operational efficiency and effectiveness in live streaming, addressing challenges such as information filtering and operational costs [90][91]