Core Insights - The e-commerce live streaming sector has seen a significant surge during this year's "Double 11" shopping festival, with over 41,000 merchants participating and a 500% increase in sales, indicating a robust consumer market [1] - There is a notable shift in live streamers' roles from mere sellers to professional opinion providers, focusing on trust and expertise rather than just promotional tactics [1] - The competitive advantage of e-commerce live streaming lies in its ability to connect production and consumption, integrating supply chains to deliver quality products at lower costs [1][2] Group 1 - The live streaming industry is transitioning from a traffic-driven model to a trust-driven model, emphasizing quality control and a stable supply chain to support credible content [1] - Each live stream serves as an "instant dialogue" between consumer demand and industry supply, promoting collaborative innovation across various sectors [2] - There are existing challenges in the shopping experience, such as product misrepresentation and poor customer service, which need to be addressed to enhance consumer satisfaction [2] Group 2 - The development of e-commerce live streaming should not be limited to promotions; it should leverage the traffic from "Double 11" to improve industry regulations and ecosystem [3] - Platforms must establish transparent and fair credit evaluation systems to combat false advertising and inadequate after-sales service, ensuring consumer rights are protected [3] - The industry's sustainability will ultimately depend on product quality and reputation, with a focus on regulations and standards to foster long-term growth [4]