逃离杭州的网红，下一站在哪儿？

Core Viewpoint - The "myth" surrounding the live-streaming e-commerce hub, Lijing International, is collapsing as the number of residents and rental prices plummet, reflecting broader changes in the live-streaming industry and the survival status of small to medium-sized streamers [4][6][8]. Group 1: Current State of Lijing International - Lijing International, once a symbol of the live-streaming boom in Hangzhou, has seen its resident numbers drop to around 8,000, with nearly 200 units available for rent [6][7]. - Rental prices have significantly decreased, with previously high rents of 4,500 yuan now listed as low as 1,200 yuan [6][7]. - The decline in rental prices began in 2021, marking a turning point for the building's rental market, with annual decreases of approximately 10% since then [7]. Group 2: Changes in the Live-Streaming Industry - The demand for live-streamers in Hangzhou peaked a few years ago, leading to a surge in recruitment by MCN agencies and platforms [10][11]. - The majority of new entrants were entertainment streamers, who have a shorter lifecycle compared to e-commerce streamers, leading to a higher turnover rate in the industry [12]. - The landscape has shifted, with platforms now prioritizing content production capabilities over mere streaming skills, reflecting a fundamental change in traffic logic [15][16]. Group 3: Evolving Roles and Opportunities - The industry is transitioning from a broad expansion phase to a more structured, vertically integrated model, where opportunities are not evenly distributed [20][21]. - Vertical specialization is becoming crucial, with successful streamers needing to focus on niche markets rather than broad categories [22][23]. - New roles such as "product managers" are emerging, where streamers are directly involved in product design and brand storytelling, aligning with brands' long-term strategies [24][25]. Group 4: Future Outlook - The live-streaming ecosystem is expected to evolve into a model characterized by multi-layered collaboration and service differentiation [26]. - Hangzhou remains a central hub for live-streaming, with significant transaction volumes projected for the year, indicating ongoing growth despite the challenges faced by individual streamers [27][28].