天猫618期间，新品整体成交增长153%，其中12个新品成交破亿，504款新品成交破千万，6970款新品 成交破百万，破千万和破百万的新品数量同比增长110%和192%。 6月19日，2025天猫618数据出炉，依靠玩法简化，用户规模和活跃度创新高，品牌全周期成交高效增 长。截至6月18日24点，453个品牌在天猫618成交破亿，同比去年增长24%。其中，苹果、美的、海 尔、小米、华为、源氏木语、耐克、格力、斐乐、vivo、珀莱雅、阿迪达斯、欧莱雅等品牌跻身天猫 618"10亿俱乐部"。同时，美妆、服饰、家电家装、3C数码、运动户外、潮玩、宠物等行业成交规模及 增速全网领先。 今年618，品质直播成为行业新标准，"专业主播+品牌货盘+平台保障"的协同模式迎来新增长。截至6 月18日24点，淘宝直播成交破亿直播间达81个，店播表现突出，破千万直播间数量同比增长21%，汽 车、运动户外、珠宝和美妆领衔增长。 淘天表示，今年天猫618，高净值人群88VIP会员突破5000万，规模创新高；品牌会员数同比增长15%， 品牌会员客单价达行业整体客单价的1.93倍，为品牌增长提供强劲动力。 在几个主要板块中，美妆新品爆发， ...

Group 1 - Tmall's 618 event saw a significant increase in user scale and activity, with 453 brands achieving over 100 million yuan in sales, a 24% year-on-year growth [1] - High-value consumer group 88VIP members exceeded 50 million, marking a new high, while brand membership increased by 15%, with member average spending 1.93 times the overall industry average [1] - The home appliance and 3C digital sectors experienced explosive growth, with total sales for participating categories up 116% compared to last year's Double 11, and over 9,200 brands doubling their sales [1] Group 2 - Quality live streaming has become a new industry standard, with 81 live streaming rooms achieving over 100 million yuan in sales, and the number of live streaming rooms exceeding 10 million yuan increased by 21% year-on-year [2] - Emerging sectors such as trendy toys, jewelry, pets, and beverages are identified as high-growth trends during this year's Tmall 618 [3] - The event focused on quality improvement and efficiency, simplifying the shopping experience while supporting quality and original brands through various resources [3]

在李佳琦的直播间里，每一句推荐语都如同春风拂面，为观众带来了不仅是产品的信息，更是一种信任与情感的交流。每一字每一句，都不仅仅是简单的商 品介绍，而是基于对产品深刻理解与严格筛选后的真诚分享。这种看似简单的模仿话术背后，其实蕴藏着李佳琦团队无数的心血与努力。 选品流程的严格把控是李佳琦直播间得以长久发展的基石。团队中的专业选品人员会从海量的商品中筛选出符合标准的产品，而这个标准不仅仅是产品的质 量与性价比，更是对消费者负责，对品牌声誉的极度珍视。每一种被推荐的产品，都代表着李佳琦团队对消费者的承诺与责任。 在介绍一款美妆产品时，李佳琦不仅会详细介绍产品的成分、功效、适用人群等基本信息，他更会结合自身或团队的实际使用体验，为观众提供真实、可靠 的参考意见。这种专业、细致的态度，让观众在购买商品时有了更多的信心与依靠。不仅如此，李佳琦还会分享自己的护肤心得、妆容技巧等，让观众在享 受购物的同时，也能获得更多的生活知识与乐趣。 对于李佳琦而言，每一次直播都是一次与观众的心灵交流。他用自己的真诚与热情，赢得了观众的信任与喜爱。而这种信任与喜爱，正是李佳琦直播间能够 持续发展的动力。 浙江火蝠科技近日，备受瞩目的《直播 ...

Core Insights - The live streaming economy, represented by Li Jiaqi, is expanding beyond online platforms into offline experiences, creating unique consumer engagement opportunities [1][2][5] - Li Jiaqi is diversifying his brand image by participating in various offline activities, including beauty product sourcing and attending fashion shows, aiming to enhance user experience and broaden his market reach [2][5] - The shift towards offline events is a strategic response to evolving consumer preferences, emphasizing experiential shopping and quality over mere price competition [4][6] Summary by Categories Live Streaming Expansion - Li Jiaqi's recent initiatives include hosting offline markets, such as the "All Girls' Happy Market," which features interactive experiences and product sampling, attracting significant public interest [1][2] - The transition from online to offline is seen as a way to enhance consumer experience, particularly for beauty products that benefit from direct interaction [6] Brand Diversification - Li Jiaqi is actively working to redefine his identity beyond being a "lipstick king," exploring categories like perfume and pet products, thereby expanding his influence in the market [2][3] - The live streaming platform is adapting to consumer trust issues and market challenges by focusing on quality and service, with Li Jiaqi embodying the role of a "quality anchor" [5][6] Consumer Engagement - The offline market events are designed to strengthen emotional connections with consumers, offering them a chance to experience products before purchasing, which aligns with the current trend of valuing quality and service [4][6] - Li Jiaqi's live streaming sessions are increasingly incorporating storytelling and immersive experiences, enhancing consumer engagement and brand loyalty [3][6]

淘宝想用品质直播撬动更多增长。 这几年还能做大生意的消费品牌和平台，大抵都做对了一件事：让消费者更愉悦地花钱。愉悦可能源 自便宜的价格、有趣好看的设计、令人心动的种草，但最终都会回归商品的品质 —— 如果买到的货 品和服务是劣质的，快乐和信任也会即刻崩塌。 直播电商是当中最好的例子。过去作为流量杠杆的直播间，撬动了稀缺的用户注意力，并将其转化为 购买欲和销售额，消费者很容易为了喜欢的主播、刺激的销售方式、低价而冲动下单。 2019 至 2023 年，中国直播电商行业市场规模从不到 5000 亿元增长至近 5 万亿元，几乎已经赶上作 为国民消费支柱的传统餐饮业，迅速壮大的同时也埋下了很多隐患。 行业积弊最终在 2024 年集中爆发，香港月饼产地不在香港，红薯粉条成分里没有红薯。一个又一个 头部大主播因为劣质商品、虚假宣传被停播、罚款，甚至封号。 这成为了直播电商的分水岭，全行业销售额增速回落至 18%，一直坚守品质直播的淘宝反而逆势高速 增长。去年淘宝直播整体成交金额、购买用户数均同比大幅增长，年活跃买家超过 2 亿，核心主播成 交额同比增长 36%。 3 月 31 日，在一年一度的直播盛典上，淘宝直播宣布进一 ...