Group 1 - The core viewpoint of the article highlights the unexpected success of a grassroots influencer, Li Baobao, who achieved over 1.5 billion in sales through two live-streaming sessions on Douyin during the 618 shopping festival, showcasing the potential of live commerce [4][10][11] - Li Baobao's first live stream generated over 1 billion in sales, while the second session brought in an estimated 500 to 700 million, with an average viewership of 15.58 million [8][9][10] - The article emphasizes the importance of aligning product selection with the audience's demographics, noting that 65% of Li Baobao's products were in beauty and personal care, appealing to a primarily female audience aged 31-40 [13][16] Group 2 - The success of Li Baobao is attributed to the "Dong Yanying effect," where Dong Yanying, a leading Douyin influencer, created a family-style live commerce team, including Li Baobao, which has proven effective in driving sales [18][32] - The live stream's success was strategically planned around Li Baobao's wedding, leveraging emotional storytelling and family narratives to enhance viewer engagement and trust [22][25][28] - The article discusses the shift in live commerce dynamics, indicating that the era of merely attracting attention for sales is ending, with platforms like Douyin emphasizing the need for quality content and sustainable engagement [35][36][49] Group 3 - Douyin is tightening regulations on live commerce, focusing on consumer protection and penalizing influencers for false advertising, which could significantly impact those relying on emotional marketing tactics [38][42][44] - The platform's new policies aim to foster a fair competition environment, indicating that influencers must maintain authenticity and quality to sustain their presence and support from the platform [46][50] - The article concludes that the future of live commerce lies in building trust and long-term relationships with consumers, rather than achieving short-term sales spikes, highlighting the need for influencers to adapt to these evolving standards [51][52]