小杨哥、李佳琦，出海能行吗？

Core Viewpoint - The article discusses the challenges and strategies of prominent Chinese livestreamers, such as Xiao Yang and Li Jiaqi, as they explore overseas markets, highlighting their different approaches and the difficulties they face in monetization and brand recognition [4][10][14]. Group 1: Livestreaming Strategies - Xiao Yang's disciple, "Red Light Green Light Huang," is testing entertainment-based livestreaming on TikTok, achieving significant viewer engagement [4][9]. - Li Jiaqi's company, 美ONE, focuses on signing local influencers in Indonesia to establish a more grounded approach to market entry [4][10]. - The contrasting styles of Xiao Yang and Li Jiaqi represent two distinct strategies for overseas expansion: entertainment-driven versus professional sales [4][10]. Group 2: Market Challenges - Both livestreamers face significant hurdles in overseas markets, including brand recognition and the effectiveness of local influencers [13][14]. - The performance of local influencers, such as Riccie Nick, has been underwhelming, with low sales figures compared to expectations [11][12]. - The lack of control over non-affiliated influencers poses a challenge for 美ONE in achieving desired sales outcomes [11][15]. Group 3: Economic Context - The domestic market for livestreaming has become increasingly competitive, with major brands experiencing significant sales declines, prompting a search for new growth opportunities abroad [21][22]. - The article notes that the average transaction value in the Indonesian beauty market is low, complicating the monetization efforts for 美ONE [15][22]. - The shift towards overseas markets is seen as a necessary strategy for growth, especially as domestic sales stagnate [23][25]. Group 4: Supply Chain and Infrastructure - 美ONE's partnership with Alibaba's international platform provides logistical support for its overseas operations, enhancing its ability to fulfill orders [23][25]. - Xiao Yang's team can leverage local supply chains in Anhui province, which are well-suited for cross-border e-commerce [25]. - The integration of cross-border e-commerce with local industry strengths is viewed as a key driver for future growth in international markets [25].