市场监管总局和中国消费者协会联合发布直播带货消费提示，提醒消费者科学认知、理性消费，帮助广 大消费者规避消费风险，维护自身权益。网络直播带货作为一种新兴消费模式快速发展，在为消费者提 供便利的同时，也出现了虚假宣传、商品质量参差不齐、售后服务缺失等问题。通过直播平台选购商品 需要注意哪些方面呢？做一名理性的消费者，请务必记住以下要点：一是选择正规直播平台购物。选择 信誉良好、资质齐全、消费者评价较高的正规平台进行消费，核实商家的营业执照、经营资质等信息， 确保其合法合规。警惕通过个人社交账号、临时链接等非正规渠道进行的交易，不要轻信和点击来源不 明的购物链接。建议全程在直播平台内置购物系统完成交易，切勿脱离平台进行私下转账交易。(市场 监管总局) ...

Core Viewpoint - The State Administration for Market Regulation and the China Consumers Association have issued consumption tips for consumers engaging in live-stream shopping, emphasizing the need for scientific understanding and rational consumption to mitigate risks and protect consumer rights [1] Group 1: Consumer Guidance - Consumers are advised to choose legitimate live-stream platforms for shopping, ensuring the platform has good reputation, complete qualifications, and high consumer ratings. It is important to verify the seller's business license and avoid transactions through personal social accounts or temporary links [2] - Consumers should approach live marketing language with caution, being wary of claims like "lowest price" or "limited time offers." It is recommended to use third-party price comparison tools to verify historical prices and to request proof of product authenticity from the host [2] - When purchasing health products, consumers should ensure they are buying from legitimate channels and look for the "blue hat" symbol on packaging. They should verify registration numbers and be aware of exaggerated claims regarding health benefits [2]

Core Viewpoint - Iceland, the UK's largest frozen food supermarket, is entering the Chinese market with its first physical store, Iceland lab, in Beijing, despite challenges from tariffs and the pandemic. The store aims to combine retail, e-commerce, and dining services, showcasing a wide range of frozen products at competitive prices [2][3][10]. Group 1: Company Overview - Iceland was founded in 1972 and holds a 17% market share in the UK, with annual sales nearing 40 billion yuan. The company operates around 1,000 stores across approximately 10 countries [2]. - The first store in China spans 6,800 square meters and will feature 3,200 SKUs, primarily frozen food products sourced globally, including ready meals and some daily necessities [2][3]. Group 2: Market Strategy - Iceland emphasizes its value proposition of affordability, similar to its UK positioning as a "poor man's paradise," with promotional pricing strategies [3][4]. - The company has previously attempted to enter the Chinese market through e-commerce, launching on platforms like JD.com and Taobao, but faced challenges with limited success [5][6]. Group 3: Consumer Behavior and Trends - A Nielsen report indicates that 35% of Chinese consumers have increased their frozen food purchases since the pandemic, with a 42% rise in purchase frequency [5][12]. - The perception of frozen foods in China is evolving, with a growing acceptance among consumers, particularly among high-income women aged 31-40 [12]. Group 4: Competitive Landscape - Iceland's entry into China comes amid a trend of foreign supermarkets expanding in the region, with competitors like Costco and Sam's Club successfully establishing a presence [6][10]. - The company plans to leverage live streaming and collaborations with local partners to enhance its market presence and attract customers [8][9]. Group 5: Localization Challenges - Iceland faces the challenge of adapting its product offerings to local tastes, as many of its products are designed for Western palates, which may not resonate with Chinese consumers [9][10]. - The company has partnered with local firm Shoulv Huike to navigate the Chinese market and integrate local supply chains, aiming to offer a mix of global and local products [10].

Core Viewpoint - Iceland, a leading frozen food supermarket from the UK, is entering the Chinese market with its first offline store, Iceland lab, in Beijing, despite ongoing global supply chain challenges. The store aims to combine retail, e-commerce, and dining services in a comprehensive commercial space [2][3]. Group 1: Company Overview - Iceland was founded in 1972 and holds a 17% market share in the UK, with approximately 1,000 stores and annual sales nearing 40 billion yuan [2]. - The first store in China spans 6,800 square meters and features 3,200 SKUs, primarily frozen food products sourced globally, including ready meals and some daily necessities [3][6]. Group 2: Market Strategy - Iceland emphasizes maintaining its value-for-money positioning in China, similar to its reputation in the UK as a budget-friendly supermarket [4][6]. - The company has previously attempted to enter the Chinese market through e-commerce, launching on platforms like JD.com and Taobao, but faced challenges leading to reduced SKU offerings [7][9]. Group 3: Consumer Behavior and Trends - A Nielsen report indicates that 35% of Chinese consumers have increased their frozen food purchases since the pandemic, with a 42% rise in actual purchase frequency [7][13]. - Despite the growing acceptance of frozen foods, there remains a perception among Chinese consumers that frozen products are less fresh or healthy, which Iceland aims to counter by emphasizing the natural and healthy aspects of its offerings [13][14]. Group 4: Competitive Landscape - Iceland's pricing strategy is crucial, as it aims to offer competitive prices similar to those in Europe, but faces challenges due to higher import costs in China [9][10]. - The company plans to collaborate with local partners to enhance its supply chain and product offerings, integrating local flavors and preferences into its product range [10][12]. Group 5: Future Prospects - Iceland intends to open additional stores in Beijing and leverage live streaming as a sales channel, aiming to attract a broader customer base [8][10]. - The frozen food market in China is projected to grow, with estimates suggesting a market size of approximately 213 billion yuan by 2025, indicating potential for Iceland's growth in this segment [13][14].

文｜彭倩 编辑｜乔芊 虽然此前一直没有在中国开出实体门店，但 Iceland 在中国并不是 nobody。鸡腿鸡翅、红薯薯条、菠萝芝士、Muller Corner 酸奶、Lotus 冰淇淋、冷冻大蒜 末等网红单品一直是欧洲留学生们心中的白月光。"Iceland 是期末的救命稻草，没时间做饭时，微波炉一叮就好了，打折期1磅30个速冻鸡块实在太划算， 比肯德基麦当劳便宜多了。"一位英国留学生告诉36氪。 近年来，已有不少外资超市在中国加速布局，而Iceland 也很早就意识到中国市场的特殊性。 尽管关税风波沸沸扬扬，依赖全球供应链生存的英国超市Iceland仍选择在此时回归中国，并首次开出线下店。 Iceland 是英国最大冻品超市，总部位于英国威尔士，成立于1972年，如今在英国有17%的占市率。它把门店开到了包括英国在内的10个左右国家，门店数 量达到了1000家，年销售额接近400亿元。 这一次，Iceland 将亚太区首店选在了中国，选址则是北京门头沟区京西智谷园区，已于4月29日试运营，5月底将正式对消费者开放。不同于其在全球开出 的其他所有门店，Iceland 在中国的首家门店有6800平米，不只是超 ...

Core Viewpoint - The article discusses the contrasting trajectories of two companies, "Yuhui" and "Dongfang Zhenxuan," following the departure of Dong Yuhui, highlighting the impact of personal branding and management strategies on their performance [2][10]. Group 1: Company Performance - As of April 26, "Yuhui" has surpassed "Dongfang Zhenxuan" in Douyin followers, with 28.65 million compared to 28.59 million, reflecting a significant shift since Dong Yuhui's departure [3][4]. - In its first year, "Yuhui" achieved over 10 billion yuan in sales, becoming the top live-streaming sales account on Douyin, while "Dongfang Zhenxuan" reported a GMV of 4.8 billion yuan for the first half of the 2025 fiscal year, a 16.2% decline year-on-year [6][14]. - "Yuhui" consistently ranked in the top five for Douyin sales in early 2024, while "Dongfang Zhenxuan" fell out of the top ten for three consecutive months [6][14]. Group 2: Leadership and Strategy - Dong Yuhui has embraced his role as a live-streaming influencer, actively building his personal brand through music and television appearances, which has significantly enhanced his market presence [7][29]. - In contrast, Yuhui's leader, Yu Minhong, has struggled to find new growth avenues after losing Dong Yuhui, facing challenges in transitioning to a multi-channel network (MCN) model and diversifying product offerings [9][10]. - Yu Minhong's strategy includes a dual focus on products and traffic, with plans for offline stores and collaborations with Douyin, but these efforts have yet to yield significant results [15][16]. Group 3: Challenges and Issues - "Yuhui" faces quality control issues, particularly concerning product selection, as rapid growth may have compromised its ability to maintain high standards [21][24]. - "Dongfang Zhenxuan" is grappling with internal management challenges, including unresolved conflicts between management and influencers, which have hindered its ability to cultivate new talent [26][27]. - The article emphasizes the importance of personal branding in the live-streaming era, noting that while Dong Yuhui has successfully established his brand, "Dongfang Zhenxuan" has not developed a new leading influencer to replace him [28][32].

以下文章来源于字母榜 ，作者薛亚萍 字母榜 . 让未来不止于大 董宇辉"单飞"9个月后， 与辉同行的抖音粉丝数超过了东方甄选。 截至4月26日，与辉同行的抖音粉丝数为2865万，而东方甄选抖音主账号粉丝数为2859万。 这一结果并不令人意外。自去年7月董宇辉"单飞"，东方甄选的粉丝数就陷入增长停滞甚至下滑，而与辉同行则节节攀升。第三方数据平台灰豚数据显示， 过去三个月，与辉同行新增粉丝超120万，东方甄选粉丝数减少了42万。 一增一减后，双方粉丝量站在了同一水位线上。粉丝变化趋势，也折射出两家公司在过去一年里的发展轨迹。 从带货成绩上来看，新抖数据显示，2024年，与辉同行成立第一年的销售额突破百亿元，成为抖音当年带货销售额最高的直播间。而东方甄选在2025财年上 半财年，即2024年6月-11月的GMV（商品交易总额）为48亿元，同比下降16.2%。 到了今年，双方在抖音带货的位次变化则更为明显。 今年1-3月，辉同行稳居抖音带货月榜前五，而东方甄选连续三个月跌出带货月榜前十。 与辉同行粉丝超过东方甄选。 文 ｜ 薛亚萍 编辑 ｜ 谭宵寒 来源｜ 字母榜（ID：wujicaijing） 封面来源 ｜ IC ...

Core Insights - The competition between "Yuhui with Glory" and "Oriental Selection" has intensified since Dong Yuhui's departure, with "Yuhui with Glory" surpassing "Oriental Selection" in Douyin followers and sales performance [1][2][4] - Dong Yuhui's personal brand has significantly strengthened, leading to increased sales and a dominant position in the live-streaming market, while "Oriental Selection" has faced declining sales and follower growth [9][10][21] - The contrasting strategies of the two leaders, Dong Yuhui and Yu Minhong, have resulted in divergent paths for their respective companies, with Dong focusing on personal branding and Yu struggling with management and growth challenges [25][28] Summary by Sections Followers and Sales Performance - As of April 26, "Yuhui with Glory" has 28.65 million followers, while "Oriental Selection" has 28.59 million, marking a significant shift since Dong Yuhui's departure [2] - In the past three months, "Yuhui with Glory" gained over 1.2 million followers, while "Oriental Selection" lost 420,000 followers [2] - "Yuhui with Glory" achieved over 10 billion yuan in sales in its first year, while "Oriental Selection" reported a GMV of 4.8 billion yuan for the first half of the 2025 fiscal year, a 16.2% decline year-on-year [4][10] Leadership and Strategy - Dong Yuhui has embraced his role as a live-streaming influencer, actively building his personal brand through music and television appearances [5][22] - Yu Minhong has struggled to find new growth avenues after losing Dong, facing challenges in expanding product lines and adapting to a changing market [7][11] - The split between the two companies was characterized by a belief that they would benefit from independence, but the outcomes have varied significantly [8] Management Challenges - "Oriental Selection" has encountered management issues, particularly in maintaining relationships with its influencers, leading to dissatisfaction among some key figures [19][20] - Dong Yuhui's "Yuhui with Glory" has focused on institutional growth and talent development, while "Oriental Selection" has faced criticism for its management practices and lack of effective communication [14][18] - The contrasting paths highlight the importance of personal branding in the live-streaming industry, with Dong's approach yielding better results compared to Yu's more traditional management style [21][25]

Core Insights - The couple, Fei Juan and her husband, recently conducted their first live-streaming sales event, which lasted for 5 hours and generated sales of 500,000 to 750,000 yuan, with a total volume of 10,000 to 25,000 units sold [1] - They clarified that they have not signed any formal contracts for sales and their primary motivation is not financial gain, as they prefer to keep their commission low [3] - The couple expressed their disdain for the negative perception of live-streaming sales, emphasizing their intention to promote quality products without exploiting their audience [3] Group 1 - The couple's live-streaming event was a significant success, with sales figures indicating a strong market interest [1] - They have previously rejected high-value advertising offers, indicating a cautious approach to commercialization [5] - The couple aims to maintain their authenticity and connection with their audience by avoiding scripted promotions and excessive commercialization [3][5] Group 2 - Fei Juan and her husband have a humble background, with previous jobs in retail and a focus on simple living [5] - They have expressed a desire to continue running their small business in their hometown, prioritizing personal happiness over financial ambition [7] - The couple's unexpected popularity has led to a thriving business, which they did not anticipate [7]

TikTok在美国以外的 地区扩大电商服务（3月，中国福建省的展会） 预计将在2025年中期开始利用短视频销售商品。计划在日本开设电商服务"TikTokShop"，今后将 正式开始招募开店者。由于在美国被政府要求出售业务，TikTok正在加快在日本等地扩展业务的 步伐…… 源自中国的短视频APP"TikTok"将在日本开展电子商务服务。预计将在2025年中期开始利用短视 频销售商品。由于在主力市场美国被政府要求出售业务，TikTok正在加快在日本等地扩展业务的 步伐。 相关人士透露了上述信息。计划在日本开设电商服务"TikTokShop"，今后将正式开始招募开店 者。 该服务可在APP程序内通过利用"直播带货"和短视频来介绍与销售商品。TikTok的中国版"抖音"也 以直播为武器，在中国电商市场持续增长。 TikTok将通过电商销售获得手续费收入。将利用被认为在全球超过10亿的APP程序用户的基础， 扩大广告收入以外的盈利来源。 TikTok和抖音是中国字节跳动旗下的服务。在美国，2024年TikTok的APP下载量为5200万次，排 名第二。 美国政府出于安全考虑，正在敦促TikTok从中国资本分离或停止服 ...