2025.08. 24 在8月22日的政府开放暨媒体探营活动中，上海市商委分享了上述数据，记者并走进超2万平方米的 直播基地——容么么直播中心，探查上海直播经济的发展奥秘。 容么么直播中心位于长宁区临空园区，每天有150个标准直播间为120多家国际中高端品牌提供直播 运营服务。作为百秋尚美集团旗下专注为国际时尚、运动、美妆品牌提供内容直播的服务商，创立于 2021年的上海容么么数字科技有限公司构建了涵盖直播电商、内容创意、短视频制作、整合营销策 划在内的全链路服务体系。 百秋尚美集团政府事务负责人赵美玲说，不同于MCN机构打造个人IP的运作模式，他们聚焦品牌销 售业绩，设立主播中心赋能部，以科学体系培养了300多名全职主播，更好地助力品牌实现销售转 化，持续创新直播形式，打造出直播间脱口秀、轻综艺、直播间秀场、户外运动等新的直播形式及场 景，并融合视频画中画、分屏等技术，构建沉浸式产品展示场景，有效提升用户停留时长与购买决策 效率。去年双十一期间，容么么主播中心帮助一款奢品包袋品牌达成奢品成交榜Top1、GMV同比增 长超100%的成绩。 受访者供图 本文字数：1426，阅读时长大约3分钟 作者 | 第一财经 ...

《上海市推动直播经济高质量发展三年行动计划（2024—2026年）》提出，到2026年，上海直播电 商零售额力争达到6000亿元。 上海正持续完善直播产业生态，加速推动直播经济的高质量发展。记者从上海市商务委获悉，根据 上海网络零售市场大数据监测，2024年上海市直播零售额约4937亿元，同比增长12.9%，在全国城市中 位居榜首。 近日，记者跟随市商务委"探究上海品质直播的故事"探营活动，走进容么么直播中心，近距离观看 直播间内真实的工作场景，通过个案了解上海直播经济发展现状与未来趋势。 这一直播中心位于长宁区临空园区，在园区内拥有两栋直播大楼，超2万平方米的直播基地、150间 品牌专属直播间、300名主播。作为百秋尚美集团旗下专为国际时尚、运动、美妆品牌提供内容直播的 服务商，容么么目前已为120余家国际中高端品牌提供一站式直播及运营服务。 直播平台企业需要将"人""货""场"等要素有机整合，才能实现高效运营。百秋尚美集团政府事务负 责人赵美玲表示："未来，容么么将坚持以高品质内容与技术服务赋能品牌直播，以数据驱动商业决 策，进一步提升商贸流通效率。" 长宁区商务委有关人士介绍，长宁区将持续加速以时尚消费 ...

直播经济正成为激活消费潜能、畅通商贸流通的关键抓手。 8月22日，《国际金融报》记者跟随上海市商务委联合长宁区商务委组织开展"政府开放月"活动，走进容么么直播中心，亲身体验直播电商全流程场 景。 直播全流程的科技"魔法" 容么么直播中心位于长宁区临空园区，由上海容么么数字科技有限公司运营，这家年轻的公司创建于2021年，在园区内拥有两栋直播大楼，超2万平方 米的直播基地、150间品牌专属直播间、300名优秀主播。 作为百秋尚美集团旗下专注为国际时尚、运动、美妆品牌提供内容直播的服务商，容么么目前已为120+家国际中高端品牌提供一站式直播及运营服 务，成为长宁直播产业集聚区的新地标，上海直播经济高质量发展的新名片。 在主播中心，实时滚动的数字大屏是容么么自主研发的"魁星直播运营管理系统"，通过大数据及AI算法技术整合出主播能力画像、受众群体、直播转化 等关键指标，有效提升了主播个人成长路径的精准度，为主播后续的培训策略调整提供了数据支持。 根据上海网络零售市场大数据监测，2024年上海市直播零售额约4937亿元，同比增长12.9%，全国城市排名第一。同时，支持建设4个产业特色鲜明的 直播经济集聚区，累计创建20 ...

Core Insights - Shanghai's live retail sales are projected to reach approximately 493.7 billion yuan in 2024, marking a year-on-year growth of 12.9%, ranking first among cities nationwide [1] - The Shanghai government is actively promoting the development of the live economy through initiatives such as the "Three-Year Action Plan for High-Quality Development of the Live Economy (2024-2026)" [2][4] Group 1: Industry Development - The live economy in Shanghai is supported by a robust infrastructure, including the Rongmomo Live Center, which features over 150 standard live streaming rooms serving more than 120 international mid-to-high-end brands [1][3] - The Rongmomo Digital Technology Company has developed a comprehensive service system that includes live e-commerce, content creation, short video production, and integrated marketing planning [1][3] Group 2: Technological Innovation - Rongmomo has created a proprietary live operation management system that utilizes big data and AI algorithms to enhance the precision of host training and audience analysis [3] - The monthly sales conversion rate in Rongmomo's live streaming rooms is currently between 10% and 15%, indicating effective audience engagement and sales strategies [3] Group 3: Government Initiatives - The Shanghai government aims to maintain its international leadership in the live economy, targeting a retail sales goal of 600 billion yuan by 2026 and the establishment of ten leading live streaming platforms with international competitiveness [4] - The Longjing District has launched a three-year action plan focusing on platform economy, fashion consumption, and live talent to enhance the live economy ecosystem [3][4]

Core Insights - In 2024, Shanghai aims to establish four distinct live commerce clusters and create a total of 20 influential live e-commerce bases, leading the nation in live retail sales with an estimated revenue of approximately 493.7 billion yuan, reflecting a year-on-year growth of 12.9% [1][5] Group 1: Industry Development - The Shanghai government has launched a three-year action plan (2024-2026) to promote high-quality development in the live commerce sector, focusing on accelerating the cultivation of key players and supporting the innovation and expansion of live platforms [5][6] - The Changning District has introduced its own three-year action plan emphasizing platform economy, fashion consumption, and live talent, with the goal of maintaining Shanghai's international leadership in live commerce by 2026 [6] Group 2: Company Initiatives - Rongmomo Live Center, located in Changning District, operates 150 standard live streaming rooms for over 120 international mid-to-high-end brands, providing comprehensive live operation services [3] - Rongmomo Digital Technology Co., Ltd. has developed a full-service ecosystem covering live e-commerce, content creation, short video production, and integrated marketing, focusing on enhancing brand sales performance [3][5] - The company has trained over 300 full-time hosts through a scientific system, achieving significant sales results, such as helping a luxury bag brand reach the top of the luxury sales list during the Double Eleven shopping festival with over 100% year-on-year growth in GMV [3] Group 3: Technological Integration - Rongmomo has developed a live operation management system that utilizes big data and AI algorithms to generate key metrics for host performance and audience analysis, achieving a monthly sales conversion rate of 10% to 15% in their live rooms [5]

2024年以来，快手推出的直播大舞台模式在全国迅速走红，成为现象级文旅新爆款，催生了一批"线上爆火、线下打卡"的文旅新地标。数据显示，快手 直播大舞台已有超过2000个，覆盖了全国31个省、200多个城市。 傍晚6点，夕阳低垂湖面之时，千岛湖阿尔法城的唐薇直播大舞台前里三层外三层，聚满了观众和游客。随着嘹亮的歌声响起，直播大舞台准时开播， 唐薇快手账号的线上观众也迅速突破百万。直播画面穿插着千岛湖波光粼粼的傍晚美景，一湖秀水、满目青山。粉丝儿们感叹的同时，也对这里的美景产生 向往，不少人留言"一定要来一次，赏美景、品鱼头。" 直播经济如何助力各地打造生动的城市形象名片，激活线上线下夜经济？8月16日，一场探讨直播经济创新文旅新路径、促进缩小三大差距的深度交流 会在浙江淳安阿尔法城召开。 中国新闻文化促进会副会长兼秘书长宋光茂一行，以及淳安县文化和广电旅游体育局、农业农村局、旅游集团等会议代表，唐薇直播大舞台主理人唐 薇、千岛湖阿尔法城总经理吴敏，还有社科院财经战略研究院研究员、中国市场学会副会长李勇坚等众多业内人士到场各抒己见，为繁荣直播经济出谋划 策。 直播大舞台打造地方文旅新窗口 作为浙江高质量发展建设共 ...

Core Viewpoint - Shanghai's Hongqiao International Central Business District has launched an action plan to promote high-quality development of the live commerce economy, aiming to establish a series of billion-yuan live commerce bases by 2026 and enhance the overall ecosystem of live commerce [1][2][3]. Group 1: Development Goals - By 2026, the Hongqiao International Central Business District plans to create a number of billion-yuan live commerce bases, positioning itself as a key hub for Shanghai's live commerce economy [2][3]. - The action plan includes the establishment of a global exhibition live broadcast center, a service port for live commerce, and multiple specialized bases [5][6]. Group 2: Infrastructure and Support - The action plan emphasizes the need for continuous improvement in talent training, evaluation, and infrastructure for live commerce, including financial support tailored to the needs of live commerce entities [4][6]. - Financial institutions are encouraged to develop high-quality financial products and services that cater to the needs of live commerce businesses, including customized service packages for small and micro enterprises [4]. Group 3: Innovative Initiatives - The plan outlines initiatives to support live commerce platforms and MCN organizations in expanding internationally, particularly through the development of "Silk Road e-commerce" and cross-border live commerce [6]. - The Hongqiao area has already established 22 Silk Road e-commerce national pavilions, with a reported 29% increase in export trade volume from partner countries in the first half of the year [6]. Group 4: Collaborative Efforts - The action plan aims to foster collaboration among various stakeholders by establishing a live commerce service alliance and promoting the integration of live commerce with different industries [7]. - Specific initiatives include the creation of "live + e-commerce" bases and the promotion of "live + professional services" to enhance brand visibility and consumer engagement [7].

Core Insights - Shanghai is experiencing a significant push in the live-streaming economy, with a focus on high-quality development and cautious optimism regarding the "wealth creation" effect [1][2][4] - The city aims to achieve a live-streaming e-commerce retail sales of 600 billion yuan by 2026, with a comprehensive strategy that includes the establishment of major platforms and unique live-streaming scenarios [2][5] Group 1: Industry Development - Shanghai's live-streaming e-commerce retail sales are projected to exceed 493.7 billion yuan in 2024, accounting for 10.5% of the national total, maintaining its position as the leading city for three consecutive years [2] - The live-streaming industry in Shanghai has formed a complete closed-loop chain involving platforms, service providers, brands, and consumers, showcasing significant professional division and collaborative effects [2][3] Group 2: Competitive Landscape - A competitive landscape characterized by "head-led, multi-polar competition" is emerging in Shanghai, with platforms like Douyin and Xiaohongshu establishing strong local presences [3][8] - Douyin's local life business is expected to achieve a GMV of over 120 billion yuan in 2024, while Xiaohongshu's live-streaming user repurchase rate is projected to reach 58% by 2025, significantly above the industry average [3] Group 3: Regional Strategies - Various districts in Shanghai are accelerating the implementation of action plans to capture niche market opportunities, with specific goals set for live-streaming economic development [4][5] - The Yangpu district aims to establish a live-streaming economic cluster with a scale of approximately 100 billion yuan by 2027, while Changning focuses on creating a brand and internationalized digital economy hub [6][7] Group 4: Challenges and Considerations - Rising customer acquisition costs in live-streaming are a concern, with costs expected to exceed 60 yuan per person by 2025, nearly doubling from 2023, which may squeeze profit margins for small businesses [3][10] - Content homogenization is a significant issue, with 85% of live-streaming rooms in popular categories like fashion and beauty exhibiting similar scenes and scripts [3][10]

Core Viewpoint - The Shanghai Hongqiao International Central Business District is launching an action plan to promote the high-quality development of the live commerce economy, leveraging the influence of the China International Import Expo (CIIE) to transform exhibition products into commodities and exhibitors into investors [1][2] Group 1: Action Plan Overview - The action plan aims to create a layout for high-quality development of the live commerce economy, consisting of "one center, one service port, and multiple characteristic bases" [2] - "One center" refers to the establishment of a global exhibition live broadcast center that integrates online and offline activities, enhancing the spillover effect of the CIIE [2] - "One service port" is intended to develop a service port for the live commerce economy to expand its reach [2] - "N characteristic bases" will include the construction of specialized bases such as "live + industry" to support various sectors [2] Group 2: Goals and Initiatives - By 2026, the plan aims to establish a number of live commerce bases with a scale of billions, fostering influential live streaming platforms and MCN organizations with strong integration capabilities [1] - The initiative includes launching unique live streaming activities such as "Consul Live" and "Exhibition Live" to enhance engagement and product promotion [1] - The overall goal is to position Shanghai as the "capital of live commerce" and the "first city of quality live streaming," while accelerating the development of an international trade center platform [1]

Core Insights - The article discusses the launch of the "Action Plan for High-Quality Development of Live Streaming Economy" by the Shanghai Hongqiao International Central Business District, aiming to leverage the influence of the China International Import Expo (CIIE) to enhance the live streaming economy [1][2] Group 1 - The plan aims to create a "one center, one service port, and multiple characteristic bases" layout for the high-quality development of the live streaming economy [2] - The "one center" will be a global exhibition live streaming center that integrates online and offline activities, enhancing the CIIE's spillover effects [2] - The initiative includes the establishment of product selection centers and shared live streaming rooms, promoting the transformation of exhibition products into commodities and exhibitors into investors [1][2] Group 2 - The plan targets the establishment of a live streaming economy that serves the Yangtze River Delta region, the entire country, and has a global outreach [1] - The action plan includes the development of live streaming economic service ports to facilitate the export of live streaming services [2] - The initiative aims to cultivate influential live streaming platforms and MCN (Multi-Channel Network) organizations with strong industry integration capabilities by 2026 [1]