杭州网红主播批量撤离？现场调查来了

Core Viewpoint - The article discusses the current state of the live-streaming e-commerce industry in Hangzhou, highlighting a significant withdrawal of grassroots influencers and MCN agencies, while also noting the emergence of new trends such as brand self-broadcasting and AI digital hosts [4][14][19]. Group 1: Market Trends - Hangzhou, known as the "first city of internet celebrity economy," is experiencing a mass exodus of e-commerce influencers, raising concerns about the potential bursting of the "internet celebrity economy" bubble [4][14]. - The rental prices in the iconic "internet celebrity building," Lijing International Building, have plummeted, with monthly rents for single rooms dropping to 1,200-1,800 yuan from over 3,000 yuan before 2021, indicating a significant decline in influencer presence [11][12]. - The live-streaming e-commerce market in China reached a transaction scale of 5.33 trillion yuan in 2024, with an expected growth to 5.6 trillion yuan in 2025, despite the industry undergoing deep adjustments [13]. Group 2: Industry Adjustments - Influencers and MCN agencies are leaving Hangzhou, with notable exits including Xin Xuan Group and top influencers, leading to discussions about the collapse of the "internet celebrity economy" [14]. - The industry is transitioning from a focus on traffic to a focus on supply chain efficiency, with successful MCN agencies now prioritizing proximity to supply sources over mere influencer presence [17][18]. Group 3: New Developments - The rise of Taobao Flash Sale has reinvigorated the e-commerce scene in Hangzhou, with brands increasingly focusing on this platform due to favorable policies and timely settlements [15]. - Brand self-broadcasting and AI digital hosts are becoming significant players in the live-streaming e-commerce landscape, allowing brands to maintain control over pricing and content [19]. - AI digital hosts are rapidly entering the live-streaming space, with a notable increase in their usage during major sales events, indicating a shift in reliance from human influencers to AI technology [19][20].