"你自己的条件本来就一般般，别给孩子掉链子""我们这款茶可以很好改善心肌梗塞、高血压"……随着直播电商的快速发展，不少商家将食品宣传成"保健 神药"，主播不断重复精心设计过的话术，诱导观众下单。 南都、N视频记者调查发现，在直播电商平台，一款号称北京同仁堂旗下的普通代用茶，产品宣称"降血压、改善中风瘫痪"，封面却出现错别字；主播声称 γ-氨基丁酸骨胶原小分子肽饮是包含"4大氨基酸+13种营养"有增高功效的补剂，产品执行标准却是饮料的国标；还有不少打着国药药材旗号的"鲨鱼软骨素 乳钙片""氨糖软骨素"，实际上只是压片糖果。 近年来，主播被包装成"养生健康专家""医药大学专家"，直播间团队虚假宣传产品保健药用功效的诈骗案件不在少数。一传媒公司定制生产红曲胶囊保健 品，虚构产品具有降血脂治病功能，通过直播间对50岁以上人群进行精准营销，涉案金额高达3000余万元。市场监管总局近期发文，明确要求严打"坑 老""骗老"行为。 各地针对此类违规直播带货的管理办法在不断完善，但目前仍有不少人在"三品一械"（即药品、医疗器械、保健食品、特殊医学用途配方食品）直播带货领 域混淆概念打"擦边球"。6月20日，有业内人士向南都、N ...

又是一年仲夏至，惠来县17余亩荔枝树迎来丰收季。漫山遍野的荔枝林里红彤彤的果实挂满枝头，空气 中弥漫着清甜诱人的气息。6月19日，揭阳市委网信办、市农业农村局联合主办"再揭再厉·网信给荔"主 题采风活动暨网络达人助农直播活动，邀请约30家媒体、自媒体以及网络达人深入千秋镇村、东辉果林 种植场、荔丰科技专业合作社等地，共赴惠来荔枝的"甜蜜之约"。活动创新"媒体引流+达人带货"模 式，为惠来荔枝打开"云端"销路，首场直播便创下了6吨的带货佳绩。 荔枝林里的"直播间" 19日下午2点，走进惠来县东辉果林种植场，万亩荔枝林果香浓郁扑鼻，鲜红硕果压枝。网络达人们在 荔枝树下搭建起临时直播间，热情饱满地向全国网友推介惠来荔枝："大家可以看到主播旁边就是荔枝 林，我们保证所有荔枝现摘现发，从枝头鲜到舌尖！不用担心荔枝运送到家坏了，我们全程冷链配送锁 住鲜甜，现在下单明天快递就送到你家……" 镜头前，网络达人娴熟地剥开妃子笑荔枝，晶莹的果肉汁水四溢："这款晚熟品种果香浓郁，甜而不 腻，一口爆汁……"直播订单如潮水般涌来，数小时内当日采摘的荔枝便售罄。一位达人介绍："很多粉 丝早就在后台询问，就等着这口夏日清甜。" "这是我们 ...

分析人士称，在中国IP持续全球走红的浪潮下，速卖通的"反向直播带货"成为一条重要通道。一方面让 网红从直播间走向源头产地，拉近全球粉丝与中国品牌、中国IP的距离；另一方面，通过直播的形式， 增强用户的沉浸式体验，多种方式呈现中国品牌的价值。作为泡泡玛特的当家顶流，Labubu溢出效应 明显，带动中国潮玩加速出海。在速卖通直播间，除Labubu外，还有Cry Baby、Baby Molly、 Skullpanda等泡泡玛特热门IP也是一上链接即被热情的粉丝们秒空。Labubu的全球爆火，不仅为中国潮 玩行业带来泼天流量，中国跨境电商平台也借着这波热度迎来高光时刻。"AliExpress大补Labubu""英 区，家人们快冲""在AliExpress蹲到了，是正品"…… "Labubu补货"已经成为社交平台的流量密码，速卖 通也成为海外消费者及留学生心目中的Labubu"捡漏圣地"。 速卖通AliExpress首场泡泡玛特直播开播后，涌入全球数十万网友，用多种语言在直播间里刷弹幕求库 存。除了labubu，Crybaby的热度也开始上升，有网友在弹幕中表示：我不要labubu，给我多上一些 Crybaby！难道C ...

史上最长618落下帷幕。 除了为期一个月的大促，今年618受国补推动，多个平台表示3C数码产品表现亮眼。而在直播方面，从 业者表示内容化直播影响力正在扩张。 国补推动3C数码消费 各平台都在6月19日交出了一份618成绩单。 在商家看来，今年618也出现了新趋势。上述负责人表示，今年618呈现出几个趋势。从整体来看，今年 618消费者更加具有消费敏感性，追求性价比。此外，3C消费需求前置，囤货心智较强。周期看，今年 618的节奏拉得较长，单点爆发不高，但整个消费持续能力较强。小天才相关负责人认为大促周期变长 是好事，如果时间较短，对消费者的决策链路影响较小。如果时间拉长，大促可以覆盖更多消费者。 此外，部分传统品类在今年618声量不高。有业内人士对第一财经表示，以往电商大促美妆等品类销售 表现优异的原因是大促节点品牌方给到的价格机制非常好。而今年一方面消费者需求在减弱，另一方面 品牌侧有更多营销节点，除了大促时价格优惠外，日常也有非常好的价格机制，这导致用户对于"只有 在618、双11期间才能买到最低价的商品"的印象减弱。因此，平时能买到释放消费需求不会再等到大促 进行购买。 京东表示618期间下单用户数同比 ...

访问36氪出海网站letschuhai.com，获取更多全球商业相关资讯。 今日好文 "短剧出海"没有秘密：三强格局松动？新面孔涌现 中美韩等多国玩家加速入局，愈加卷入全球竞争的出海短剧市场，大戏真正开启。 前五个月中非经贸创新高，下半年出口靠谁撑起底气？ 中国外贸在复杂环境中稳健前行，"朋友圈"更加多元，接下来还能怎么发力？ 对话元鼎智能 CEO 汪洋：攻占欧美10万+泳池社区店，捏住行业命脉 泳池机器人行业或将从"增长优先"转向"效率优先"，当资本热潮退去，什么才是支撑百亿市场的真实骨架？ 热点快讯 特朗普称将继续延长出售 TikTok 限期，外交部回应 外交部发言人郭嘉昆主持例行记者会。法新社记者提问，白宫昨日表示，特朗普本周将继续延长出售 TikTok 的限期。中方对此有何评论？对于关于 TikTok 有可能达成协议有何评论？ 郭嘉昆回应，关于涉 TikTok 的问题，中方已多次阐明原则立场，将继续依据中国的法律法规处理相关问题。（智通财经） 萝卜快跑香港测试拓展至东涌 6月18日，香港特别行政区运输署发布消息称，萝卜快跑已获批在香港东涌的指定路段和时段开展测试，进一步丰富自动驾驶应用场景。这是继4月 ...

随着盲盒等商品的风靡，直播间"对对碰"等互动玩法火爆出圈。然而，不少消费者吐槽商品概率不明、产品质量"翻车"，甚至出现发空包情况，行业规范 性亟待加强。6月17日，江苏省消保委发布"对对碰"直播间消费调查报告。本次调查采用线上问卷与体验员暗访相结合的方式。其中，线上问卷调查共收 到有效问卷6988份。问卷调查显示，在了解"对对碰"类直播带货的受访者中，近八成受访者认为存在问题，产品质量和安全、商品标志标识缺失、玩法规 则不透明以及涉嫌诱导消费等问题突出。 分装食品散卖，食品安全难保障 "对对碰"是将拆盲盒与直播相结合的新型直播互动模式，直播间将特定的商品或者服务包装成一个个盲盒或盲袋，消费者在直播间购买一定数量的盲袋或 盲盒后，主播现场拆开并将商品（如树脂小乌龟、食品等）摆放在九宫格或其他特定区域。若拆出两个相同颜色或相同款式，再或是用户指定的"许愿 色"商品，即触发"碰中"奖励，可额外加拆一包；新拆出的商品继续参与"碰中"，直到无相同颜色或款式为止，消费者最终获得所有拆开的商品。 在某零食"对对碰"直播间，体验人员花费129.9元下单"某会员店肉肉零食对对碰"26小袋。收到的产品为拆包分装，装在一个透明塑料 ...

Core Insights - The 618 shopping festival has evolved from a simple celebration of JD's anniversary into a major event for the entire e-commerce industry, with various platforms participating and competition intensifying [2] - This year's festival features a unique combination of live streaming discounts and substantial benefits for consumers, enhancing the shopping experience [1][4] Group 1: Live Streaming Discounts - Live streaming has emerged as a prominent trend during the 618 festival, characterized by its interactive nature and ability to engage consumers effectively [3] - Influencers utilize humor and expertise to attract viewers, showcasing products in real-time and offering exclusive deals, such as limited-time discounts and giveaways [3] - For instance, a beauty brand's live stream offered a product set at a significantly reduced price, along with free samples, enhancing the perceived value for consumers [3] Group 2: Substantial Benefits - E-commerce platforms are providing various benefits, including red envelopes, discount coupons, and points redemption, to enhance consumer engagement [4] - Red envelopes are particularly popular, allowing consumers to receive cash discounts through various activities, with amounts ranging from a few yuan to over a hundred yuan [4] - Discount coupons are tailored to specific products, and some can be stacked for additional savings, while points accumulated from previous purchases can be redeemed for discounts during the festival [4] Group 3: Consumer Behavior - Consumers exhibit a blend of excitement and rationality during the 618 festival, actively seeking out deals while also prioritizing product quality and practicality [5] - Many consumers prepare in advance by researching products and comparing prices, ensuring they make informed purchasing decisions rather than impulsive buys [5] - An example includes a consumer who researched laptop reviews and specifications before purchasing, ultimately securing a good deal through a live stream [5] Group 4: Merchant Strategies - Merchants view the 618 festival as a critical opportunity to boost sales and brand visibility, leading to innovative promotional strategies and improved service quality [6] - In addition to traditional discounts, merchants are leveraging live streaming and social media marketing to enhance brand reach and consumer interaction [6] - Enhanced logistics and customer service policies are being implemented to ensure timely delivery and satisfactory post-purchase support for consumers [6] Group 5: Future Outlook - The 618 shopping festival is expected to continue evolving with advancements in technology and changing consumer preferences, potentially incorporating smart, personalized live streaming experiences [7] - Emerging technologies like virtual and augmented reality may offer consumers more immersive shopping experiences in future festivals [7] - Sustainability and environmental considerations are anticipated to become significant themes, influencing both consumer choices and merchant practices in the e-commerce sector [7]

Core Viewpoint - The article discusses the evolution of Dong Yuhui's live-streaming style, shifting from a cultural and knowledge-based approach to a more commercial and price-focused strategy, reflecting broader trends in the live commerce industry [2][3][5]. Group 1: Changes in Dong Yuhui's Live Streaming Style - Dong Yuhui has altered his live-streaming approach, moving away from highbrow cultural references to more relatable anecdotes and commercial tactics [2]. - The shift began in January 2023, with Dong adopting a more theatrical negotiation style during product promotions, indicating a departure from his previous persona [2][3]. - The live commerce landscape is witnessing a trend where top influencers, including Dong, are distancing themselves from their original styles to adapt to market demands [2][8]. Group 2: Market Trends and Consumer Behavior - The live commerce sector has become saturated with knowledge-based content, leading to a decline in the novelty of Dong's initial approach [4][5]. - Approximately 80% of Chinese consumers prioritize price and discounts when shopping through live streams, indicating a shift in consumer preferences towards value [5][6]. - Data shows that 67% of middle-class families in Beijing are shifting towards more affordable alternatives, reflecting a broader trend of price sensitivity among consumers [6][7]. Group 3: Performance Metrics and Audience Engagement - Dong Yuhui's live-streaming sessions have seen significant viewer engagement, with a peak of 18.54 million viewers and sales reaching 1.67 billion yuan in a single day [8]. - However, there is a noticeable slowdown in growth metrics, with a decline in average daily viewers and follower growth in 2025 compared to previous periods [7][8]. - Despite the challenges, Dong's audience has diversified, with 40% of viewers now coming from lower-tier cities, indicating a broader reach [12]. Group 4: Industry Dynamics and Competitive Landscape - The live commerce industry is facing a slowdown, with growth rates dropping from triple digits to single digits, and a projected growth of around 18% from 2024 to 2026 [10][11]. - The reliance on top influencers is decreasing, with more brands turning to smaller creators for sales, as evidenced by the increase in the number of new influencers on platforms like Douyin [10][11]. - Regulatory pressures and market saturation are prompting top influencers to adapt their strategies, with many opting for a more subdued presence during major sales events [10][11][16].

新能源汽车产量保持增长、假日文旅体验火热、以旧换新带动消费向好……5月份经济数据出炉，国民经济运行总体平稳、稳中有进，新动能成长壮大，高 质量发展向优向新。 图片来源：官网截图 图片来源：官网截图 产业动能积蓄，创新引领升级。5月份，规模以上高技术制造业增加值同比增长8.6%，数字产品制造业增加值增长9.1%，均明显快于规模以上工业增速；新 能源汽车、太阳能电池产量分别增长31.7%和27.8%，保持高速增长。数据充分印证，我国正处在产业升级发展的关键期，高端制造、数字经济、新能源产 业等新动能持续壮大，有力促进了产业转型、经济平稳运行。 消费亮点纷呈，装扮美好生活。在消费品以旧换新政策、网售促销等因素影响下，市场销售增长加快。5月份，社会消费品零售总额同比增长6.4%，增速比 上月加快1.3个百分点。消费增长加快，尤其是服务消费扩大，对相关服务业的拉动作用也在显现。"五一""端午"假期居民旅游出行明显增多，各地积极探 索文旅消费新模式，以多元化供给为扩大消费注入新动力，文旅休闲、出行服务、聚会就餐等消费较快增长。从未来发展看，直播带货、即时零售等消费新 业态日益成熟，银发经济、首发经济、低空经济等快速发展， ...

罗永浩不会错过任何一个风口，这次是数字人直播带货。 6月15日下午17：00，数字人罗永浩和数字人朱萧木坐在镜头前，滔滔不绝地介绍商品。灯光打在他们 的脸上，不会留下汗水。 罗永浩的个人魅力（幽默风格、选品、粉丝信任）是直播带货的核心竞争力。记者看到，直播间里罗永 浩数字人生动复刻真人形象和声音，动作生动自然，介绍商品时，时不时拿手挪一挪自己的凳子调整位 置，有时还用手指快速敲着桌子。 AI技术在一定程度还原了罗永浩的人格化表达、情绪张力和临场应变。数字人罗永浩正在直播间里举 起一杯青岛啤酒，他模仿着罗永浩标志性的手势，语气带着熟悉的幽默，当评论里有人留言问Labubu 能用吗？他也马上机智回答，还说没准喝了能写出更好的歌。 不过记者注意到，在介绍啤酒产品时，数字人罗永浩拿起酒杯做了喝酒的动作，但嘴角没有什么变化。 就在三周前，罗永浩的真人直播首秀在百度电商创下4小时5000万GMV、千万观众的战绩。对于这次数 字人直播，他放话要让朋友当"人肉验真仪"。 可以对比的是，百度刚刚发布的数据称，今日罗永浩数字人直播间仅开播26分钟，GMV就超过真人1小 时带货金额。这在一定程度上验证了数字人直播技术的商业可行性。 ...