Core Insights - The fifth Live Commerce Festival in Guangzhou emphasizes the city's role as a hub for live e-commerce, promoting the theme "Guangdong Goods to the World" [1] - Initial remarks by Churui Xue, chairman of Xinxuan Group, highlight the importance of emotional resonance in live commerce, introducing a new immersive selling model [3] Industry Overview - Guangzhou has established itself as a leader in the live e-commerce ecosystem, with the highest number of online stores, live sessions, and hosts in the country for three consecutive years [3] - The festival aims to create a collaborative platform for live e-commerce in the Greater Bay Area, enhancing resource integration and digital economy development [7] Company Developments - Churui Xue shared three major transformations at Xinxuan Group since taking over: regularizing daily broadcasts, enhancing the host incubation system, and focusing on the needs of middle-aged consumers [5] - The company aims to be a "soulful" enterprise, emphasizing emotional connections with consumers and hosts, leading to a 29% year-on-year increase in sales for mid-tier hosts during the Double Eleven shopping festival [5] Social Responsibility and Market Impact - Xinxuan Group has supported over 380 brands achieving annual sales exceeding 100 million, while also promoting local products and women's development [5] - During the 618 shopping festival, the company sold 1,500 tons of Guangdong lychees, generating sales of 26.52 million yuan, showcasing the potential of "Guangdong Goods" [5] Future Directions - Xinxuan Group plans to continue deepening its presence in the Greater Bay Area, facilitating the nationwide distribution of local products and driving high-quality industry development through digital and real-world integration [7]