Core Viewpoint - The travel photography brand "Platinum Travel Photography" has been reported to have "disappeared" and is allegedly defaulting on consumer payments, prompting a response from popular livestreamer Li Jiaqi who has promised refunds and compensation to affected customers [2][3]. Group 1: Company Issues - Multiple consumers have reported issues with Platinum Travel Photography, including undelivered services and difficulties in refunding deposits. Some customers mentioned that they had ordered wedding photography packages in May 2024 and had not received any products, while others stated that they had paid deposits in 2025 without receiving any services [3]. - Platinum Travel Photography was established in 2010 and pioneered the O2O e-commerce model in the travel photography industry. The brand has collaborated with various internet platforms and has been recognized as the "founder of travel photography" by the China Portrait Photography Association [4]. - The company has faced financial difficulties, citing a decline in marriage rates and increased competition in the industry, leading to ongoing losses. As a result, it has decided to reduce its travel photography business and close some unprofitable stores [6]. Group 2: Response and Compensation - On July 24, Li Jiaqi announced three compensation plans for customers affected by Platinum Travel Photography's issues: refunds for users who had purchased but not completed their photography, cash compensation for those who had completed their photography but not received their photos, and advice for users who had not redeemed their services to contact the platform for refunds [2]. - Li Jiaqi's commitment to refunding orders from Platinum Travel Photography gained significant attention on social media, reaching the second position on Weibo's trending list with nearly 92 million views [2].

Core Viewpoint - The sales of top live-streaming e-commerce hosts have halved during the 2024 Double 11 shopping festival, with return rates for popular women's clothing stores soaring above 90%, prompting many e-commerce operators to return to traditional shelf-based e-commerce models. This shift is attributed to the decline of traffic dividends, high operational costs, and a return to rational consumer behavior, indicating that relying solely on impulse buying driven by interest e-commerce and big data recommendations is not sustainable [1]. Group 1: E-commerce Models - Shelf e-commerce is a fundamental model that mirrors traditional offline supermarkets by categorizing products online to attract users to search and purchase actively [2]. - Content e-commerce has emerged as a new shopping method that uses high-quality content (text, short videos, live streams) to subtly guide consumer behavior, where "content is the marketplace" [5]. - Live-streaming e-commerce involves hosts showcasing products in real-time and interacting with consumers, driven by emotional decision-making, and differs from other content e-commerce by emphasizing user participation [11]. Group 2: Advantages and Disadvantages - Shelf e-commerce advantages include a wide range of products, one-stop shopping convenience, stable logistics, and mature after-sales systems, while disadvantages include intense competition, low margins, and insufficient personalized recommendations [7]. - Content e-commerce benefits from driving consumption through integrated product information and high user engagement, but faces challenges such as low brand loyalty and high impulse purchase return rates [8][15]. - Live-streaming e-commerce has high impulse purchase characteristics and fosters trust through real-time interaction, but it also suffers from high return rates and limited market reach [16]. Group 3: Comparative Analysis - The driving logic of shelf e-commerce is search and comparison (user finds products), while content e-commerce relies on content to stimulate interest (products find users), and live-streaming e-commerce focuses on real-time interaction [17]. - User roles differ across models: shelf e-commerce users are active shoppers, content e-commerce users are content consumers, and live-streaming e-commerce users are audience members [17]. - Core scenarios vary: shelf e-commerce is for clear demand orders, content e-commerce stimulates demand during browsing, and live-streaming e-commerce relies on time-limited promotions [17]. Group 4: Industry Insights - The e-commerce landscape is evolving, and regardless of the chosen model, success hinges on analyzing and monitoring transaction efficiency, including return rates and conversion costs [1]. - Nine Numbers Cloud BI provides real-time data analysis and monitoring capabilities for e-commerce businesses, supporting multi-dimensional evaluation of return performance and profit margin calculations to identify high-profit products and loss items [1].