Core Insights - A notable trend is emerging in the retail industry where many elderly individuals are abandoning mainstream e-commerce platforms in favor of private domain live streaming pickup points [1] - This shift highlights a gap in the market that private domain live streaming is effectively addressing by catering to the specific needs of older consumers [3][4] Group 1: Market Dynamics - Mainstream e-commerce platforms primarily cater to younger users, neglecting the experience of elderly consumers, which includes small font sizes and fast-paced live streaming [3] - The pricing of products on e-commerce platforms often does not appeal to elderly consumers, as many necessary items are priced higher than in offline channels [3] Group 2: Private Domain Live Streaming Advantages - Private domain live streaming has successfully reduced prices for commonly used products among the elderly by shortening the supply chain, making items like diester oil more affordable [3] - The service aspect of private domain live streaming has been enhanced with age-appropriate modifications, such as larger fonts and simplified return processes, improving the shopping experience for elderly consumers [4] Group 3: Product Offering and Sales Strategy - Platforms that sell both fresh produce and general merchandise tend to outperform those that only sell general merchandise, as the high-frequency consumption of fresh goods drives sales of other products [4] - The introduction of fresh products has significantly reduced customer flow costs and increased satisfaction at stores like Laojia Nongpu [4] Group 4: Operational Challenges and Solutions - Implementing a "fresh + general merchandise" model in private domain live streaming requires robust IT systems to manage complex pickup processes efficiently [6] - Effective supply chain management and execution are critical for the success of this model, as highlighted by the operational needs of private domain live streaming platforms [6] Group 5: Future Outlook - There is confidence in the future of private domain live streaming to further meet the needs of elderly consumers, with plans to expand into more lifestyle service areas such as travel and home services [6] - The model is also expected to attract younger consumers, suggesting a potential for a "silver-haired driving youth" development path [6]

Core Viewpoint - The article highlights the significant growth of the Qingyuan chicken industry, which has achieved an annual output value exceeding 10 billion yuan, driven by e-commerce, brand development, and live-streaming sales strategies [8][12][10]. Group 1: Industry Growth and E-commerce Impact - The Qingyuan chicken industry is recognized as one of the five major billion-yuan modern agricultural industries in Qingyuan, with a comprehensive output value surpassing 10 billion yuan [8][12]. - E-commerce sales of Qingyuan chicken (fresh/prepared) are projected to exceed 10 million units and generate over 1.3 billion yuan in revenue in 2024, maintaining the top position nationally [14][12]. - The transformation of the Qingyuan chicken industry is attributed to the integration of digitalization, strategic shifts by companies, and innovative government policies [15][10]. Group 2: Company Initiatives and Product Development - Liu Qiuyan, founder of the company "Chicken Mama," initiated a business to make Qingyuan chicken accessible to a broader audience through e-commerce and live-streaming [21][23]. - The company has developed various prepared chicken products, achieving sales exceeding 10 million yuan for several items, establishing itself as a model enterprise in the prepared food sector [33][32]. - The collaboration with major e-commerce platforms like Taobao and Tmall has significantly expanded the market reach of Qingyuan chicken [37][38]. Group 3: Marketing Strategies and Consumer Engagement - The use of live-streaming and short videos has effectively increased consumer awareness and sales of Qingyuan chicken products, with notable sales events generating substantial revenue [30][31]. - The "traceability live-streaming" model has been adopted to enhance consumer trust by showcasing the production process and quality control of Qingyuan chicken [56][58]. - The partnership with high-profile brands and influencers has led to successful promotional campaigns, with some live-streaming events achieving sales of over 3 million yuan [68][69]. Group 4: Future Prospects and Industry Significance - The Qingyuan chicken industry is positioned as a key player in rural revitalization efforts, contributing to local economic development and agricultural modernization [78][80]. - The combination of entrepreneurial spirit, government support, and farmer innovation is crucial for the continued growth and market penetration of Qingyuan chicken [78][80]. - The industry aims to leverage digital tools to enhance brand identity and market potential, paving the way for broader national recognition [79][80].