Core Insights - The article discusses the potential return of the prominent live-streaming influencer Viya, who has been absent for nearly four years, as she appears to be exploring private traffic channels through a new mini-program called "Qianxun Super Member" [1][2][5] - The mini-program has sparked speculation about Viya's comeback, despite the company behind it denying any plans for her to return to live streaming [1][5] - The trend of influencers shifting focus to private traffic is highlighted, as they seek new avenues for growth amid fierce competition in public traffic [2][5][13] Summary by Sections Viya's Potential Comeback - Viya has been linked to the "Qianxun Super Member" mini-program, which features her as a model in promotional materials, leading to speculation about her return [1][3] - The mini-program is currently in a testing phase, offering limited-time purchasing benefits for registered members, with various product categories available [3][4] Private Traffic Strategy - The article emphasizes the shift of top influencers towards private traffic as a strategy to maintain direct engagement with their fanbase and explore new monetization methods [5][12] - Viya's previous success in building a strong private traffic network is noted, with over 90,000 groups potentially reaching 1.8 million users [4][13] Industry Trends - The competitive landscape for top influencers is changing, with many seeking new growth opportunities in private traffic due to saturation in public traffic [5][13] - The challenges faced by other influencers, such as Xiaoyang Ge, in launching their own platforms and the difficulties in achieving significant traction are also discussed [11][12] Short Drama Ventures - Viya's company, Qianxun, is also venturing into the short drama space, attempting to leverage the popularity of short-form content for brand partnerships and advertising [7][8] - However, the initial results of these short dramas have been underwhelming, indicating the challenges of integrating influencer marketing with new content formats [8][12] Conclusion - The article concludes that the future success of influencers like Viya and Xiaoyang Ge in private traffic and new ventures will depend on their ability to engage and retain their fanbase, as consumer loyalty shifts towards product quality and pricing rather than individual personalities [14]

Core Insights - The "Ask the Host" feature on WeChat has been gradually rolled out after extensive testing, allowing creators to engage their audience in content co-creation [1][2] - This feature enhances the visibility and influence of accounts within the WeChat ecosystem, similar to the "Zhihu Roundtable" format [3][4] - It provides a platform for creators to initiate discussions, thereby increasing user engagement and interaction quality [5][9] Group 1 - The "Ask the Host" feature serves as a private co-creation tool within WeChat, enabling creators to invite fans for discussions and content generation [2][3] - This functionality allows creators to display their identity as hosts, enhancing their presence and visibility in the WeChat community [3][4] - The feature aims to bridge public and private domains, facilitating better content distribution and interaction among users [9][15] Group 2 - The introduction of this feature increases the interactivity and playfulness of the "Ask the Host" platform, encouraging creators to engage their audience more effectively [5][10] - It allows for a more dynamic exchange of information, transforming one-dimensional comments into multi-dimensional interactions [9][10] - The "Ask the Host" function is positioned as a response to the challenges posed by AI-generated content, emphasizing the importance of human interaction and genuine user experiences [13][14] Group 3 - The feature is designed to enhance the community aspect of WeChat, fostering a space for authentic user-generated content that reflects real emotions and experiences [10][12] - It differentiates itself from other platforms by maintaining a focus on community purity and user engagement, avoiding the pitfalls of commercialization seen in competitors [14][15] - The ongoing evolution of the "Ask the Host" feature indicates WeChat's commitment to refining its content community and enhancing user interaction [15][16]

超头主播正设法调动消费者的新鲜感。6月15日，罗永浩以虚拟数字人的形式在百度电商直播，观看量超过300万人。无独有偶，近日薇娅的穿搭秀视频也在 粉丝中传播。今年"6·18"，超级主播们正设法为公司业务攒流量、拓渠道，带动新品牌的曝光。连直呼"实在没力气卖货"的辛巴，也为快手带动超40亿元的 销售额。 超级主播依然是直播机构的"灵魂人物"。尽管近年来他们努力低调，却依然躲不过流量危机感和公司的期待。 "翻新"IP吸引用户 大促期间打开百度优选渠道后，罗永浩于6月15日以虚拟数字人的形象再次在百度电商开播，带货零食坚果、粮油烘焙、洗护清洁等商品，直播近一个半小 时观看量超过300万人。 商业价值最大化 可以看出，在公司业务层面，该如何使"薇娅"这个超级IP与业务发展之间保持安全距离，谦寻依然比较谨慎。在获得不少网友关注后，小程序的封面图片从 薇娅更换成了其他模特。但无论如何，通过薇娅的穿搭秀，服饰品牌TOSEE确实在短期内积累了一大波人气，缩短了冷启动的时间。 无独有偶，身处直播幕后多年的薇娅于近日也走起了"穿搭秀"，由工作人员将视频转发给粉丝们。同时，"谦寻超级会员"小程序在6月12日再次开启了一波 服饰促销， ...

本文来自微信公众号：开水与白面包，作者：糖心风暴sweetie，题图来自：AI生成 朋友圈折叠，谁赞成谁反对？ 早在微信推出折叠朋友圈的新功能之前，我就发出过中肯的呼吁， 别看我这样，我居然也有心想事成的一天。 虽然新的功能和我呼吁的有点不一样，但总算是实现了一部分愿望，雍和宫也不过如此了。 在四五个小时之内，同一人发的朋友圈，会被折叠到一起，只显示一条： 当然，更受伤的还有一部分人，微商： 折叠并不是消失，如果要看这个人发的所有内容，点这个"余下几条"就行了。 大家对这样的新功能褒贬不一，比如正在旅游的朋友，心情和风景都很美丽，多发几条朋友圈怎么了，折叠以后亲友都看不全了。 也有某些牛马在公司的要求下不得不集体转发同样的内容，还一发好几条，确保客户一定能看见。 客户对公司的评价是上升还是下降不好说，但不小心加了这个公司很多人的忠实客户，那朋友圈就不可言说了，刷了好几屏都是一模一样的内容，和鬼打 墙中毒了一样，难免会振臂而呼，提出一些中肯的意见。 "我们真的看到了，确实了解到贵公司的动态了，还请高抬贵手，放过牛马和牛马的朋友们吧。" 别刷了别刷了。 不是我说，一发发65条，属实有点不把自己的微信好友当人了。 ...

Group 1 - The article discusses the decline of internet personalities and projects, emphasizing that trends in the internet space are fleeting and often do not sustain long-term success [5][6]. - It suggests that transitioning from internet-based projects to physical entities is essential for stability, as physical businesses require consistent customer engagement to survive [5][6]. - The article highlights the importance of leveraging social media platforms, particularly video platforms like WeChat and Douyin, to build a customer base and enhance marketing efforts [8][10]. Group 2 - The author argues that creating a strong online presence through video content can help dominate market visibility and outcompete peers in the industry [12][15]. - It is recommended that businesses start by collaborating with factories to sell products, which can lead to greater pricing power and stability in the long run [16]. - The article concludes that successful entrepreneurs are often those who have maintained physical businesses for over a decade, contrasting them with the more volatile nature of internet-based ventures [16][17].

Group 1 - The Tmall 618 shopping festival witnessed explosive sales growth from new merchants, particularly those from Douyin, with some achieving sales up to 27 times their usual volume within the first hour [1] - Merchants transitioning from Xiaohongshu and WeChat Video also reported significant sales increases, with some experiencing nearly 10 times growth [1] - The overall transaction volume on Tmall was notably higher than on other platforms, leading merchants to express confidence in Tmall's promotional capabilities [1] Group 2 - Industry analysts attribute the rapid growth of these new merchants on Tmall to supportive policies and an optimized business environment, including the T1000 policy that offers incentives and one-on-one support [4] - Notable sales figures include Douyin influencer "Ms. Lin," who surpassed 2.4 million in sales within three hours, and "Ms. Ye," who achieved over 100 million in annual sales since joining Tmall [4] - A new factory store reported breaking sales records during the 618 event, with sales exceeding 10,000 in just 18 minutes, highlighting Tmall's role as a primary sales platform [6] Group 3 - Merchants from short video platforms are increasingly shifting to Tmall due to the high costs and unfavorable traffic distribution on those platforms, finding Tmall more conducive for brand building and customer retention [7] - Tmall is viewed as the best platform for influencers to establish their brands, as it allows for stable customer acquisition and higher repurchase rates [7]

Group 1: WeChat E-commerce Strategic Upgrade - WeChat has established an independent e-commerce product department to enhance its e-commerce strategy, transitioning from a functional module to a standalone business [1][12] - The integration of various e-commerce resources, including the video number trading team, aims to create a more cohesive e-commerce ecosystem within WeChat [1][12] - The upgrade of the video number shop to "WeChat Shop" signifies a shift towards a more structured and resource-supported e-commerce platform [1][12] Group 2: Rise of the "Pusher" Model - The "Pusher" model, a CPS (Cost Per Sale) social distribution system, is emerging as a key growth driver for WeChat e-commerce, leveraging social networks for efficient product recommendations [15][16] - The model benefits from WeChat's familiar social environment, enhancing trust and facilitating easier product promotion through diverse content formats [15][16] - Recent optimizations in WeChat's features have lowered the barriers for merchants to engage in the "Pusher" model, increasing confidence among businesses [15][16] Group 3: Differentiated Competitive Path - WeChat e-commerce is not directly competing with traditional e-commerce platforms but is instead leveraging social relationships to carve out a unique market position [20] - The core traffic for WeChat e-commerce is driven by private domains, allowing merchants to operate user engagement independently from platform algorithms [21] - WeChat's multi-scenario approach combines live streaming, community engagement, and short content to enhance user shopping frequency and average order value [22] Group 4: Challenges and Future Outlook - WeChat e-commerce faces challenges in optimizing its infrastructure, with reports of issues like order loss and delayed data statistics from merchants [25] - Balancing commercialization with user experience is crucial, as excessive marketing in social spaces could lead to user dissatisfaction [26] - The relationship with traditional e-commerce platforms poses a challenge, as WeChat's growth may divert sales from competitors, necessitating careful management of partnerships [27]

Core Viewpoint - The article discusses the rise and challenges of the street vendor economy, highlighting the allure of entrepreneurship among young people and the realities they face in this sector [3][11][12]. Group 1: Street Vendor Economy Overview - The street vendor economy has gained popularity as a means for young people to achieve financial independence, with many viewing it as a viable entrepreneurial path [11][12]. - Government policies have shifted to support street markets, with cities promoting "creative night markets" and "composite commercial streets" as part of urban planning [11][12]. - The presence of well-known restaurant brands in the street vendor scene indicates a growing acceptance and integration of this economy into mainstream commerce [11][12]. Group 2: Characteristics of Street Vendors - Street vendors are increasingly influenced by internet culture, often replicating trendy food items that gain popularity on social media platforms [7][8]. - There is a notable generational difference in product selection among vendors, with older vendors opting for traditional items while younger ones experiment with innovative concepts [9][10]. - The street vendor market exhibits significant urban differentiation, with unique offerings in major cities compared to lower-tier cities [9][10]. Group 3: Challenges Faced by New Vendors - Many new vendors underestimate the costs associated with starting a stall, including high rental fees and the expenses of equipment and supplies [16][17]. - The influx of online courses and tutorials has led to a misconception that starting a street vendor business is easy, resulting in many vendors facing financial losses [15][16]. - Despite the vibrant street vendor scene, consumers are increasingly finding prices comparable to or even higher than traditional restaurants, leading to dissatisfaction [17].

外行人的摆摊，就像《我爱我家》里的贾志国。受点刺激、重入浪潮，把扬州灌汤包"改良"成了巨无霸。创新是真的，搁今天肯定有人咔咔拍照拍视频发 上网。但既没有厨艺、也不懂生意，虚热闹一场，只留下打发不完的剩货和对个人能力边界的重新确认。 摆摊卖点啥 贾志国卖包子不靠谱，那应该卖点啥？选品是摆摊的第一步，仅在小红书一个平台，"地摊卖什么"的标签下就有35万篇笔记，足见新手摊主们的困惑。 据硬糖君观察，目前地摊选品至少有三个特征：潮流化、代际性和城市差异。 潮流化就是地摊始终紧跟互联网美食文化，摊主们只是网红产品的搬运工。暴打柠檬茶火了，全国各地的小摊、夜市几乎一夜上线同款产品，名字从暴打 渣男一路来到了暴打前任、暴打甲方、暴打无良老板等等。这种追逐网红流量不仅体现小吃品类，卖崽青蛙、福建簪花都曾是地摊夜市的热门单品。 最让硬糖君震惊的，还是在长沙卖荣昌卤鹅的地摊摊主们。其中有一个，还特意把文和友老板和卤鹅哥的互动片段剪成鬼畜视频，在摊位现场轮番播放， 喜剧效果直接拉满。路过的人都忍不住掏出手机，但掏钱买单的就寥寥无几，生意那叫一个冷清。 潮流的生活理念也是市集的常用噱头，正如硬糖君开篇所言，如今的限定主题市集层出不穷 ...

Core Insights - The article emphasizes the importance of efficient content creation and distribution strategies for video platforms, particularly focusing on the rising popularity of video accounts with over 800 million daily active users [1] Group 1: Efficient Content Creation Techniques - Establishing a standardized material production system is crucial for continuous output, with recommendations for categorizing local folders for different types of content [2] - Implementing a modular content production line can enhance efficiency, with a fixed structure leading to stable view counts, as demonstrated by an educational account [3] - Utilizing intelligent tools for automation can significantly increase output, as shown by a beauty influencer who improved daily production by five times using automated editing tools [4] Group 2: Cost-Effective Distribution Strategies - Matching platform characteristics to user demographics is essential, with suggestions for creating both horizontal and vertical video formats to maximize exposure across different platforms [5] - The use of automated multi-platform management systems can drastically reduce the time required for video distribution, allowing for quick adjustments based on performance metrics [6] - Designing a closed-loop flow for traffic aggregation is vital, with strategies for converting public traffic to private domains effectively [7] Group 3: Data-Driven Operational Strategies - The "golden 3 seconds" rule remains effective for engaging viewers, with specific content strategies that can reduce drop-off rates significantly [8] - A matrix account model consisting of a main account and several niche accounts can enhance audience reach and engagement, as evidenced by a tech review team [9] - Regularly adapting successful content into different formats can lead to new opportunities, such as brand partnerships, while maintaining a balance of original content to avoid duplication [10]