Core Insights - The significance of the Double Eleven shopping festival is perceived to be declining, with a noticeable shift in the dynamics of live-streaming sales channels [1] - The competition among top live-streaming accounts has stabilized, with fewer leading influencers remaining active [1][5] - The pricing strategy of top live-streaming accounts has changed, leading to consumer complaints about higher pre-sale prices compared to regular stock [2] Group 1: Live-streaming Dynamics - The top live-streaming accounts are experiencing a reduction in the number of active influencers, with only a few remaining prominent [1] - Data shows that top live-streaming rooms still maintain a significant sales advantage, with notable increases in visitor numbers and sales during the pre-sale period [1] - The average return on investment (ROI) for merchants on Douyin has decreased, indicating rising costs and challenges in achieving profitability [3] Group 2: Pricing and Consumer Behavior - Consumers have reported instances of higher pre-sale prices in live-streaming sessions, leading to a wave of returns [2] - The competitive landscape has made it difficult for merchants to offer lower prices and attractive incentives, particularly in the beauty sector [3] - New brands are increasingly seeking exposure and brand recognition through collaborations with top live-streaming accounts during Double Eleven, rather than focusing solely on sales [4] Group 3: Content and Innovation - Top live-streaming accounts are investing more in content and innovative formats to attract consumers, as traditional low-price strategies become less effective [6] - The trend towards content-driven live-streaming is evident, with successful accounts adapting to audience preferences for less sales-oriented presentations [7] - The need for differentiation and innovation in live-streaming strategies is becoming critical for sustained growth in the industry [7]

Core Insights - The logic of brand exposure is being fundamentally rewritten in the new search ecosystem dominated by generative AI, shifting from traditional methods like SEO and advertising to AI algorithms and generative models as the primary entry point for brand visibility [1] - AI recommendation is now based on trust competition rather than traffic competition, meaning that brands must focus on being mentioned by AI models to gain visibility [1] Group 1: Authority Signals - Authority signals include media coverage, industry certifications, and customer case studies, which are essential for AI to assess a brand's credibility [2] - Brands need to accumulate third-party exposure and positive reports to build a long-term, verifiable brand ecosystem [6] Group 2: Structured Content - AI prefers content that can be clearly parsed, such as FAQs, data tables, and standardized descriptions, making it easier for AI to capture relevant information [3] - Brands should ensure that their qualifications, cooperation processes, and service scopes are clearly described to enhance AI visibility [3] Group 3: Consistency in Expression - Maintaining consistency in brand keywords, expressions, and tone across different platforms and languages is crucial for AI recognition [4] - Brands should use standardized phrases consistently in their official websites, media releases, and social media to improve AI trust [4] Group 4: Trust and Evidence - AI tends to trust verifiable information sources and brand consistency, with user brand recognition shifting from search results to implicit recommendations in AI dialogues [6] - Brands must focus on building a "brand evidence" through every content update, media exposure, and SEO article to be recognized by AI [10] Group 5: Semantic Consistency and External References - Semantic consistency refers to the stability of brand expression across different contexts, while external reference strength indicates whether other credible content cites or mentions the brand [11] - Providing a complete problem-solution loop and converting event news into AI-recognizable "brand events" can enhance brand visibility [11]

Core Viewpoint - The collaboration between Xiaohongshu and the Spring Festival Gala in 2024 faced unexpected challenges, highlighting the difficulties of integrating a young internet company into a traditional cultural event [1][4][19] Group 1: Collaboration Expectations - Xiaohongshu's initial expectations for the Spring Festival Gala included significant DAU growth and increased market penetration, aligning with the event's historical success for internet companies [7][8] - The project was highly prioritized within Xiaohongshu, with founder Mao Wenchao personally overseeing the initiative, indicating a top-down emphasis on its importance [9][10] Group 2: Challenges Faced - The collaboration revealed a stark contrast between Xiaohongshu's community-driven approach and the rigid, traditional structure of the Spring Festival Gala, leading to difficulties in executing their vision [13][16] - Technical challenges arose during the live broadcast, including issues with audio levels and the inability to control the flow of the program, which deviated from Xiaohongshu's original plans [15][17] Group 3: Outcomes and Reflections - Post-event reflections indicated disappointment within Xiaohongshu due to lower-than-expected traffic and engagement, prompting a reassessment of their approach to such large-scale collaborations [17][18] - Despite the challenges, the experience was deemed valuable, with the company planning to continue its partnership with the Spring Festival Gala in 2025, adopting a more realistic and community-focused strategy [18][19]