文/片 记者 孙佳琪 济南报道 "这一次是真的要和大家说再见了。"曾经官宣了4次要彻底"退网"的网红辛巴,称这次之所以作出退网的 决定,是因为医生说他的肺部"像95岁的人",而且如果再不注意身体,肺的寿命只有8-10年。在与大家告别 的同时,也不忘喊话老东家:"辛巴今天就为快手效力到此。" 小红帽用三次"狼来了"的谎言丧失了自己求生的机会,辛巴的第五次退网是否还能保持网友对他的信任? 为什么"棉密码"卫生巾中会有硫脲?答案还是成本。根据爆料,涉事卫生巾单片成本只有0.3元/片,而主流 的卫生巾品牌成本在0.8-1.2元/片。硫脲作为廉价漂白/还原剂,可大幅降低棉浆粕脱色成本。这暴露了低 价直播商品通过牺牲产品安全性来压缩成本的潜规则。 截至目前,辛巴团队也未对"棉密码"涉及的相关问题作出正面回应。法律界人士称,"退网"不会免除其应 当承担的民事、刑事等法律责任。"无论他在直播间产生的消费纠纷 【下载黑猫投诉客户端】,还是他的 产品有质量问题,该承担的责任不会因为他退不退网而发生任何变化。" 筹码押向供应链 这次是真的要退了? 8月18日,主播辛巴在直播间里宣布正式离开直播行业,此后辛选集团将由妻子来管理。 辛 ...

Core Insights - The live e-commerce industry is shifting from influencer-driven sales to brand self-broadcasting, with brand self-broadcasting and shelf scenarios expected to account for 70% of Douyin's e-commerce GMV by mid-2025, while influencer sales will drop to about 30% [1] - The total sales of live e-commerce in China is projected to reach 4.3 trillion yuan in 2024, with store broadcasting contributing 52% of this figure, indicating a significant trend towards self-broadcasting by merchants [1][2] - The growth of live e-commerce users remains strong, with over 80% of the e-commerce growth in 2024 expected to come from live e-commerce, although the average spending per user in live e-commerce is lower than the overall e-commerce average [2] Industry Trends - Factors driving brands to adopt self-broadcasting include the large market potential of live e-commerce, a mature ecosystem that lowers entry barriers, platform support for brand live streaming, and the ability for brands to control pricing and content [2] - The complaint rate in live e-commerce has decreased significantly, indicating a trend towards greater regulation and professionalism in the industry, with complaints dropping from a growth rate of 52.49% in 2023 to 19.29% in 2024 [2] - The industry is transitioning from a focus on price and traffic to a focus on professionalism, quality, and service, leading to more refined operations and better sourcing [2] Technological Integration - Data and AI technologies are becoming increasingly valuable in the live e-commerce sector, with platforms focusing on improving matching efficiency between consumers and products through data collection and algorithm optimization [3] - Some e-commerce businesses are utilizing AI digital avatars to maintain operational efficiency in live broadcasts, filling gaps left by human hosts [3] - A collaborative approach involving all stakeholders in the industry chain, including platforms, merchants, hosts, consumers, and government, is essential for creating a healthy ecosystem and enhancing consumer experience [3]

Core Insights - The 618 shopping festival has transformed into a prolonged pressure test for the industry, raising questions about its necessity and effectiveness [4][13][14] - Small and medium-sized merchants are struggling under the weight of platform-imposed discounts and coupons, leading to a chaotic pricing structure [4][5][11] - The traditional reliance on "super anchors" for sales is diminishing, with brands shifting towards self-broadcasting and a more stable promotional system [10][11][15] Group 1: Industry Dynamics - The 618 event lasted 37 days, marking it as the longest promotional period in history, but resulted in exhaustion rather than excitement for participants [2] - Merchants are burdened by overlapping discounts and coupons from platforms, complicating their pricing strategies and negatively impacting sales [4][5] - The cancellation of the "full reduction" strategy has led to consumer confusion, as many find themselves better off with direct discounts rather than complex coupon systems [5][6] Group 2: Consumer Behavior - Consumers are increasingly frustrated with the complexity of the shopping process, feeling that they are forced into a "mathematical" approach to shopping [5][6] - The perception of "lowest prices" has diminished, with many users now conducting cross-platform price comparisons before making purchases [11][12] - Instant retail services are gaining traction, providing immediate delivery options that challenge the traditional pre-sale and tail payment model [12] Group 3: Strategic Shifts - Major platforms are moving away from dependence on top influencers, focusing instead on brand self-broadcasting and collaborative promotional strategies [10][11][15] - The shift towards a more rational consumer mindset is evident, with 76% of online shoppers comparing prices across platforms before purchasing [11] - The 618 festival is evolving from a simple sales event to a comprehensive industry evaluation, testing supply chain stability, customer service, and technological capabilities [14][15]

你有没有注意到，现在的小孩和养娃家庭几乎人手一个早教机？ 这些形态各异的电子玩具，不仅会唱歌，还能念古诗、讲故事，堪称当代家长的"哄娃神器"。在抖音，早教机的话题播放量超过 4.5 亿次，家长们也围 绕"早教机有必要买吗"话题在小红书发了 332 万+ 篇笔记讨论。 运营社观察发现，不愿输在起跑线的家长们，在抖音买出了月销 5000+ 万的早教机品牌--名校堂。根据蝉妈妈数据，从 2024 年 11 月- 2025 年 5 月，名校 堂已连续 7 个月蝉联抖音早教玩具品牌榜 Top1，累计销售额超过 1.55 亿元，单月最高销售额 5000 万+。 那么，名校堂是什么来头？它又是怎么把早教机卖爆的？今天我们来聊聊这些。 靠 399 元早教机，它在抖音月销 5000 万+ 爱潮玩的年轻人让泡泡玛特赚得盆满钵满，靠拆卡硬控无数中小学生的卡游已年入百亿，学龄前儿童的家长们也把早教机买爆了。在抖音玩具品牌榜，紧 跟泡泡玛特和卡游之后，排名第三的就是卖早教机的名校堂，最高月销售额超 5000 万。 从品牌名就能看出，名校堂做的是"教育""学习"相关的生意。这个来自深圳的品牌，深耕幼儿教育电子行业 18 年，专注于开发 ...