2025年3月，《关于进一步强化食品安全全链条监管的意见》出台，为直播带货行业立下"规矩"——主播需严审食品资质，平台要设专职食安管理人员，杜 绝"美颜造假"等乱象。 在此背景下，直播带货赛道加速洗牌，而临沂"鲜果公社"却以场景化直播的创新打法突出重围，从传统销售模式成功切换至新型运营范式，成为政策合规时 代下的转型标杆。 在配送站点打造"生活剧场"式直播间，这一设计堪称空间运营的神来之笔。配送站点作为连接供需两端的关键节点，本身就具备天然的流量优势与场景辨识 度。将直播间设在此处，打破了传统直播间的封闭感与距离感，营造出充满生活气息的消费场景。消费者取货时可直观感受直播氛围，甚至随时加入互动， 从被动观看者转变为主动参与者，大幅提升了观看体验与购买意愿。 直播带货成破局关键，鲜果公社转型树标杆 在当下竞争白热化的商业赛道中，直播带货已成为企业突破增长瓶颈的核心抓手。而临沂"鲜果公社"通过场景化直播的创新实践，成功实现从传统销售模式 到新型运营范式的跨越，成为行业内的转型标杆。 三步转型路径，层层落地见成效"鲜果公社"的转型路径通过三个关键步骤层层落地。 第一步：升级社区团长为"直播情报官" 战略性地将43名 ...

Group 1 - Gree Electric's Chairman Dong Mingzhu will host a live streaming event on JD.com, marking her fifth appearance in this format, featuring an innovative treasure hunt theme to engage users with smart home appliances [1] - The live stream will include popular host Du Haitao as a surprise guest, enhancing the interactive atmosphere and offering substantial rewards such as cash prizes and exclusive gifts [1] - JD.com and Gree have been collaborating closely in the home appliance sector, continuously exploring innovative live streaming formats to provide consumers with direct health living solutions [1][2] Group 2 - The live stream is expected to promote national subsidy policies, platform service capabilities, and JD.com's 11.11 marketing activities, emphasizing the consumer philosophy of "buying expensive is fine, but don't overpay" [2] - Previous live streams have achieved significant engagement, with one event attracting 3.7 million viewers and generating over 1.1 billion yuan in effective order amounts, showcasing the successful sales conversion driven by the platform [2] - JD.com has effectively utilized its marketing capabilities to boost Gree's product visibility, leading to increased sales of popular items like air conditioners and kitchen appliances, while also achieving brand exposure and sales conversion [2][3] Group 3 - JD.com live streaming not only enhances sales and brand exposure but also provides a platform for entrepreneurs to promote their personal brands and engage with consumers [3] - The collaboration between JD.com and Gree aims to create immersive shopping experiences through innovative live streaming formats, driving the development of the smart home appliance industry [3] - Future cooperation between JD.com and Gree is anticipated to further advance the smart home appliance sector, with a focus on deepening their partnership [3]

Core Insights - The demand for "trendy appliances" is experiencing a significant surge, particularly among young consumers, driven by new lifestyle needs and government subsidies [1][3][8] - The rise of live-streaming commerce, particularly through platforms like Li Jiaqi's, is playing a crucial role in promoting new domestic brands and innovative home appliances [3][5][7] Group 1: Market Trends - The trend of "trendy appliances" is opening new possibilities for consumers, with products like underwear washing machines and all-in-one cleaning robots gaining popularity [1][3] - Young consumers are increasingly favoring domestic brands that offer stylish and functional designs, leading to a shift in the home appliance market [4][5] Group 2: Consumer Behavior - Young consumers, particularly those born after 2000, are reshaping the home appliance landscape by prioritizing personal quality of life and social interaction experiences [5][7] - The demand for home automation and convenience is rising, with products like water purifiers and instant hot water dispensers becoming top choices for households [7] Group 3: Sales Performance - During the 618 shopping festival, the combination of government subsidies and live-streaming promotions is expected to drive record sales in the home appliance category [8] - Data shows that online retail sales of small appliances grew by 16% year-on-year in April, with average prices increasing by 22%, indicating a shift towards higher quality and innovative products [7]