Workflow
上海直播零售规模全国城市第一,两位数增速背后有何支撑
第一财经·2025-08-24 05:27

Core Viewpoint - The article highlights the rapid growth of live commerce in Shanghai, projecting a retail sales figure of approximately 493.7 billion yuan in 2024, marking a year-on-year increase of 12.9%, positioning Shanghai as the leading city in this sector nationally [3]. Group 1: Live Commerce Development - Shanghai's live commerce sector is supported by the establishment of the Rongmomo Live Broadcast Center, which operates 150 standard live broadcast rooms for over 120 international mid-to-high-end brands [5]. - Rongmomo Digital Technology Co., Ltd. has developed a comprehensive service system that includes live e-commerce, content creation, short video production, and integrated marketing planning [5]. - The company has trained over 300 full-time hosts through a scientific system, focusing on enhancing brand sales performance and innovating live broadcast formats [5]. Group 2: Government Initiatives - The "Three-Year Action Plan for Promoting High-Quality Development of Live Commerce in Shanghai (2024-2026)" aims to accelerate the cultivation of key players in the industry, encouraging innovation and international expansion of live broadcast platforms [7]. - The plan includes the establishment of four industry-specific live commerce clusters and the creation of 20 influential live e-commerce bases in Shanghai [7][9]. - By 2026, the goal is to achieve a live e-commerce retail sales target of 600 billion yuan and to develop ten leading live broadcast platforms with international competitiveness [9]. Group 3: Technological Integration - Rongmomo has developed a proprietary live broadcast management system that utilizes big data and AI to enhance host training and audience analysis, achieving a monthly sales conversion rate of 10% to 15% [7]. - The integration of advanced technologies is expected to play a crucial role in the ongoing development and innovation within the live commerce sector [7].