Core Viewpoint - The article discusses the challenges faced by top livestreamers like Li Jiaqi in the current e-commerce landscape, highlighting a decline in their pricing power and the shift in brand partnerships as they struggle to maintain their influence and profitability [3][4][8]. Group 1: Li Jiaqi's Challenges - Li Jiaqi's recent livestream during the 618 sales event showcased a significant price drop for a robot vacuum, but many customers faced order cancellations due to a pricing error, leading to dissatisfaction among his followers [3][4]. - Users expressed disappointment over the inability to secure rewards during the livestream, suggesting a perception of "killing familiar customers" as new accounts had better luck in obtaining discounts [4]. - The article notes that Li Jiaqi's influence is waning as he faces pressure from brands and a changing consumer mindset, indicating a broader trend of declining livestreaming benefits [4][6]. Group 2: Declining Pricing Power - The article highlights a stark contrast between Li Jiaqi's previous assertive stance with brands and his current situation, where he struggles to negotiate favorable terms, particularly with international brands [6][7]. - Data shows a decline in Li Jiaqi's livestream sales, with a drop in GMV from 49.77 billion yuan in 2023 to 25-35 billion yuan in 2024, indicating a significant decrease in consumer spending [7]. - The shift in brand attitudes towards livestreamers is evident, as brands are now more cautious and selective in their partnerships, often opting for mid-tier influencers instead [10][11]. Group 3: Changing Brand Strategies - Brands are increasingly moving away from relying on top influencers, seeking more cost-effective alternatives such as mid-tier influencers and other marketing strategies like short videos and store broadcasts [14][15]. - The article mentions that brands are reallocating budgets previously dedicated to influencer marketing towards platforms like Xiaohongshu and short dramas, which offer better long-term effects [14]. - The decline in the effectiveness of influencer marketing is further illustrated by brands experiencing poor sales outcomes despite high fees paid to top influencers, leading to a reevaluation of their marketing strategies [10][11]. Group 4: Future of Livestreaming - The article suggests that the livestreaming industry is evolving, with a growing emphasis on AI hosts and store broadcasts, which may disrupt the traditional influencer model [14][15]. - As brands find success with new marketing methods, the survival space for top influencers is likely to shrink, indicating a shift towards a more rational and sustainable e-commerce environment [16]. - The decline of the "lowest price" promise from influencers reflects a broader change in consumer trust and expectations, as brands prioritize long-term viability over short-term sales boosts [12][16].