Core Insights - The essence of e-commerce lies not in "electricity" but in "commerce," emphasizing the importance of content and trust in the evolving landscape of content-driven e-commerce [3][10]. Group 1: Trust Evolution - The shift from passive trust, reliant on influencer power, to active trust, where users trust the platform's selection mechanisms, is transforming the e-commerce landscape [5][6]. - Platforms like Douyin (TikTok) are enhancing their e-commerce strategies by focusing on user trust in the platform rather than individual influencers, allowing even new merchants to succeed without a large following [7][8]. Group 2: Content E-commerce Dynamics - The fundamental goal of content e-commerce remains unchanged: to reduce costs through content, with short videos lowering traffic acquisition costs and live streaming reducing conversion costs [11][13]. - Short videos are seen as a means to attract organic traffic through creative content, while live streaming focuses on maximizing limited traffic through effective sales techniques [11][13]. Group 3: Innovative E-commerce Models - The "Xiao Yang Ge" model exemplifies a scalable e-commerce strategy, allowing content to be reused and creating a closed transaction loop, transforming the influencer into a content asset [14][16]. - This model indicates a future where content creators serve as commercial gateways, enabling others to leverage their content for sales [17]. Group 4: Opportunities in Emerging Platforms - The video platform "Video Number" presents a unique opportunity due to its unregulated environment, allowing creators to experiment with new content and models without bureaucratic constraints [19][20]. - The ambiguity of whether Video Number will lean towards content-driven or inventory-driven strategies suggests ongoing potential for growth and innovation [20]. Group 5: Essential E-commerce Capabilities - Key capabilities in e-commerce remain constant despite platform changes, including trust structure design, content structuring, product selection, traffic optimization, and commercial awareness [22]. - Mastery of these capabilities requires practical experience and deep understanding rather than formal training [22]. Conclusion - The long-term success in e-commerce hinges on viewing content as an accumulative asset, with the structural logic of content and trust mechanisms serving as stabilizing factors amidst changing platforms and traffic dynamics [24].