Core Viewpoint - The article discusses the emergence of a new generation of live-streaming hosts, particularly those born after 2000, who are reshaping the live commerce landscape with a focus on authenticity and consumer engagement, contrasting sharply with traditional hosts who often rely on scripted pitches and superficial engagement [3][41]. Group 1: Live Commerce Performance - A recent live-streaming session by hosts Li Dia and Fu Tiehan generated a GMV of over 22 million yuan (approximately 3.4 million USD) in 13 hours, showcasing the potential of new hosts in driving significant sales [3][6][24]. - During the session, 8 brands exceeded 1 million yuan in sales, indicating a diverse range of products from both international and emerging domestic brands [3][6]. Group 2: Unique Selling Approach - Li Dia's "retreat-style" selling approach, which emphasizes transparency by discussing both the pros and cons of products, has resonated with consumers, leading to high levels of trust and satisfaction [3][20][22]. - This method contrasts with traditional hosts who often avoid mentioning product flaws, creating a "partial reality" that younger consumers are increasingly skeptical of [14][15]. Group 3: Engagement and Interaction - The "human touch" in live commerce, characterized by genuine interaction and relatable content, is a key feature of the new generation of hosts, allowing them to leverage smaller follower counts for substantial sales [9][10][12]. - Li Dia's live-streaming sessions have seen an average viewer retention time of 11 minutes and 52 seconds, significantly higher than the industry average, indicating strong viewer engagement [30]. Group 4: Breaking Through Market Barriers - The new generation of hosts is capable of attracting a significant number of "new users" or "bystanders," with only 30% of Li Dia's live-streaming sales coming from existing followers, highlighting their ability to penetrate new market segments [25][26]. - This ability to reach beyond their established fan base is particularly valuable for brands seeking to expand their audience and drive sales [27][32]. Group 5: Long-term Brand Value - Collaborating with these younger hosts allows brands to communicate effectively with younger consumers, leveraging the hosts' relatability and authenticity to foster brand loyalty [34][35]. - The shift from price-driven sales to a focus on quality, personalization, and emotional value reflects changing consumer preferences, with younger hosts successfully tapping into these demands [41][42].

一场00后主播不停"劝退"消费者的直播带货，卖了22000000。你敢信？ 不久前，拥有超290万粉丝的李嗲和丈夫付铁寒在小红书开启直播带货。在长达13小时的直播中，两人 讲了112个品牌的商品，GMV突破2200万元，8个品牌的销售额超百万元，其中既有妮维雅这样的国际 一线品牌，也有Beautigo、理肤泉等新兴国货。 在直播中，李嗲多次提醒观众"你们别急，听完缺点再买"，足足重复了47遍。她没有"321上链接"，也 没有预先准备台本、剧情，而是既讲优点，也不避讳缺点，尽可能客观呈现一款产品的真实样貌，鼓励 消费者"三思而后买"。 不按套路出牌的"劝退式带货"，反而让李嗲既收获了销售额，也得到了粉丝和用户的认可。 在李嗲的直播战报笔记下，有用户表示："他们推荐的东西我没有一个踩雷过""反正没有觉得浪费钱的 单品"。也有用户认为，"真心换真心"，是李嗲直播带货受到欢迎的原因。 在小红书，像李嗲这样"整顿直播带货"的00后博主，正在释放独特的商业潜能。 以时尚领域为例，00后博主亚克力枪枪以富有想象力的穿搭风格、契合年轻人的语言和视觉表达出圈， 以53万粉丝，做到每场直播保持过亿热度。另一位00后博主nia88 ...