Core Insights - The ability to continuously produce quality content is becoming the strongest moat in the industry [2][22] - In 2025, top influencers are no longer seen as good investment targets, while a new wave of KOC (Key Opinion Consumers) with only a few thousand followers is achieving remarkable sales [2][22] - The shift in platform traffic logic is leading to a supply-side reshuffle, where those who can produce quality content will control the new traffic dynamics [2][22] Industry Changes - The industry is witnessing an upgrade in organizational structures and team capabilities, requiring individuals to be multi-skilled, understanding content, trends, and basic editing [3][23] - The era of pure distribution is over; the focus has shifted from business efficiency to content capability [3][23] - The natural traffic that once supported live e-commerce is rapidly depleting, leading to increased competition for paid traffic [4][26][28] KOC Emergence - KOCs, often ordinary creators with fewer than 10,000 followers, are gaining traction due to their authenticity and relatability, contrasting with traditional influencers [6][28] - Brands are increasingly adopting a "script fee + commission + paid traffic" model when collaborating with KOCs, providing stable upfront income for KOCs while ensuring controllable content output for brands [29][40] - The KOC model has its challenges, including high personnel turnover and the need for sustained engagement and content quality [29][40] Brand Strategies - Brands are rethinking their marketing budgets, reallocating funds to e-commerce departments for more direct contributions to conversion [10][31] - For new products, KOCs serve as a low-cost testing tool, allowing brands to quickly gather market feedback [12][33] - The focus on content differentiation is crucial, as brands must adapt their messaging to highlight unique product features [34] Future Outlook - The KOC trend is expected to have a limited window of opportunity, potentially lasting only about a year as competition increases and consumer fatigue sets in [15][36] - Platforms like WeChat's video channel are showing growth potential, offering a more flexible budget and shorter conversion paths for brands [37] - The content strategy for the same product may differ significantly between platforms like Douyin and WeChat, necessitating tailored approaches [39]