谁还在为李佳琦们买单？

Core Viewpoint - The article discusses the transformation of the e-commerce industry, particularly focusing on the challenges faced by live-streaming sales, exemplified by the controversies surrounding top influencer Li Jiaqi during the Double Eleven shopping festival. It highlights the shift from a growth-driven model to a more competitive, value-driven landscape, where consumer behavior is changing and brands are reassessing their reliance on influencers [5][8][12]. Group 1: Live Streaming E-commerce Challenges - Li Jiaqi faced significant backlash during this year's Double Eleven due to pricing discrepancies, leading to a refund wave estimated at 8 billion yuan [5][7]. - The complexity of promotional rules has increased, transitioning from simple discounts to intricate combinations of pre-sale reductions and various coupons, which has negatively impacted consumer experience [7][11]. - The shift in consumer behavior towards rationality and brand empowerment has led to a decline in the influence of super influencers like Li Jiaqi, as brands begin to build their own direct-to-consumer channels [8][12]. Group 2: Industry Evolution - The e-commerce landscape has evolved from a focus on acquiring new users to competing for existing ones, necessitating a longer promotional cycle to enhance user engagement [13][15]. - The rise of platforms like Douyin and Kuaishou has fragmented traditional e-commerce traffic, forcing established platforms to adapt by integrating external payment and logistics solutions [15][16]. - The emergence of brand self-broadcasting has reduced dependency on super influencers, as brands seek to establish their own market presence and consumer trust [20][21]. Group 3: Future Directions - The article suggests that the future of live-streaming e-commerce will focus on value competition rather than mere traffic acquisition, emphasizing personalized service and product quality over low prices [22][23]. - Successful case studies, such as the rapid response to consumer demand for a promotional item, illustrate the potential for agile supply chain management in the evolving market [22][23]. - The competitive landscape will increasingly favor brands that can effectively leverage their own channels and engage directly with consumers, moving away from reliance on influencer-driven sales [23].