Core Viewpoint - Li Guoqing is launching a new online high-end membership store named "Li Xiang Life," aiming to create a premium lifestyle circle through a membership model and live streaming sales, similar to a high-end version of Sam's Club [4][7][13]. Group 1: Business Model and Strategy - The new venture will strictly control the markup rate of products at 1.25 times the cost, significantly lower than the industry average, with an initial target of serving 5,000 premium members in the first year [9][12]. - Li Guoqing's focus on high-end membership e-commerce is driven by the growing popularity and commercial value of membership-based business models, which filter high-repurchase and high-loyalty consumers [15][19]. - The membership e-commerce market in China is projected to grow significantly, with the warehouse membership supermarket market size expected to increase from 216.3 billion yuan in 2012 to 384.8 billion yuan in 2024 [19][22]. Group 2: Market Context and Competition - The success of Sam's Club in China, which has expanded its e-commerce operations and now generates over half of its sales from online channels, highlights the potential for membership-based models [15][22]. - Other players in the market, such as Oriental Selection, are also exploring membership models, indicating a competitive landscape where differentiation and unique branding will be crucial for success [16][23]. - The retail market in China is diverse and competitive, with various players like Hema and Meituan entering the membership space, emphasizing the need for Li Guoqing's new brand to establish a unique identity to gain consumer recognition [23].

r 1 T的品 图片来源：李国庆视频账号 出品 | 搜狐科技 作者 | 张莹 据此推算，该自有品牌年营收大概在1.5亿元的体量。 编辑 | 杨锦 "雷总，老李对你有意见了，什么叫50才是正闯的年纪啊，老李60也当打。你看最近Jack马、老刘重回一线了，老李不能落后啊。" 视频里，当当网创始人李国庆一手摇着红酒杯，一边喊话雷军、马云、刘强东，宣布自己重回电商一线。 12月15日，李国庆官宣要做会员制电商——打造李享生活的品牌，定位线上高端会员店，第一年只服务5000个优质会员，会员的门槛是"年消费满3万"。 从品类上来看，李国庆仍将酒水类目作为其核心选品。2021年起，李国庆就开始在抖音平台做酒水类目的带货直播，此次创业更像是其酒类带货事业的延 续，不过李享生活的品类还会拓展至陈皮、普洱茶等高溢价且非标的品类。 零售电商行业专家、百联咨询创始人庄帅表示，会员制电商平台要取得成功必须在商品力、运营力和组织力等三大核心持续投入和提升。 "商品力是所有零售业态的核心，只不过在会员店业态被进一步放大，毕竟会员之所以愿意支付会员费然后再购物，就是信赖零售商提供有价格竞争力且品 质、服务都满意。" 60岁再创业，酒水带货升 ...

在资深零售行业专家张伟荣看来，李国庆的核心优势在于三十年电商行业积累的深厚资源和对供应链的 深刻认知，这是新平台起步的重要基础。 《科创板日报》记者了解，加价率即出厂价到零售价的差价比率，高端商品加价率通常指高端商品售价 相对于成本或批发价的增值百分比，是衡量利润空间的关键指标；因品牌价值、稀缺性及目标客群支付 意愿强，与一般商品相比，高端商品加价率通常更高且更具灵活性。 据科创日报-企查查APP数据显示，李享生活（北京）网络科技有限公司已于2025年9月注册成立，注册 资本100万元，李国庆持股99%，法定代表人为李雪梅。公司经营范围广泛，涵盖预包装食品、日用百 货、电子产品、珠宝首饰等多类商品销售，为业务开展奠定基础。 《科创板日报》记者注意到，该平台将于12月18日正式开启直播带货，迈出市场化第一步。 值得注意的是，李国庆入局当下，正值会员制电商赛道竞争白热化的节点。头部玩家正加速跑马圈地： 山姆会员店已在国内30多座城市开设60余家门店，其电商业务增速持续保持在30%以上，凭借强大的供 应链和品牌力占据先发优势；区域龙头fudi近期则与京东秒送达成战略合作，重点发力即时零售赛道， 试图通过提升配送效率 ...

Core Viewpoint - The article clarifies the fundamental differences between Atomy's business model and pyramid schemes, emphasizing that Atomy operates on a legitimate e-commerce platform with a focus on product sales and compliance, rather than on recruitment and high entry fees [1][3][5] Business Model Comparison - Atomy's model is centered around a membership-based e-commerce platform where consumers can register for free and purchase quality products across various categories [3] - Unlike pyramid schemes, Atomy requires members who wish to engage in business to submit valid business licenses and undergo compliance checks, ensuring a focus on product sales rather than recruitment [3] - Atomy's revenue is derived from product profits and service value, contrasting with pyramid schemes that rely on unsustainable recruitment-based income [3] Product Quality and Certification - Atomy emphasizes high-quality products, exemplified by its flagship product, Hwanli Drink, which is priced at one-third of similar products while maintaining rigorous quality standards [3] - All Atomy products are certified by relevant national authorities, allowing consumers to trace the entire product lifecycle, unlike the often low-quality and unverified products associated with pyramid schemes [3] Market Behavior and Compliance - Atomy demonstrates a high level of self-regulation, implementing a Code of Conduct for distributors that prohibits false advertising and requires genuine product experiences for promotion [5] - The company has established a self-regulatory committee to oversee market behavior and enforce compliance, contrasting with pyramid schemes that manipulate participants and disregard consumer rights [5] - Atomy operates within legal frameworks, holding necessary licenses and undergoing regulatory oversight, while pyramid schemes often evade regulations through cash transactions and hidden settlements [5] Public Perception and Misunderstanding - The misinterpretation of Atomy as a pyramid scheme reflects a lag in public understanding of new business models, highlighting the need for a rational evaluation of companies [5] - Atomy's commitment to product integrity, compliance, and consumer focus creates a significant distinction from pyramid schemes, which are fundamentally exploitative [5]