超头主播正设法调动消费者的新鲜感。6月15日，罗永浩以虚拟数字人的形式在百度电商直播，观看量超过300万人。无独有偶，近日薇娅的穿搭秀视频也在 粉丝中传播。今年"6·18"，超级主播们正设法为公司业务攒流量、拓渠道，带动新品牌的曝光。连直呼"实在没力气卖货"的辛巴，也为快手带动超40亿元的 销售额。 超级主播依然是直播机构的"灵魂人物"。尽管近年来他们努力低调，却依然躲不过流量危机感和公司的期待。 "翻新"IP吸引用户 大促期间打开百度优选渠道后，罗永浩于6月15日以虚拟数字人的形象再次在百度电商开播，带货零食坚果、粮油烘焙、洗护清洁等商品，直播近一个半小 时观看量超过300万人。 商业价值最大化 可以看出，在公司业务层面，该如何使"薇娅"这个超级IP与业务发展之间保持安全距离，谦寻依然比较谨慎。在获得不少网友关注后，小程序的封面图片从 薇娅更换成了其他模特。但无论如何，通过薇娅的穿搭秀，服饰品牌TOSEE确实在短期内积累了一大波人气，缩短了冷启动的时间。 无独有偶，身处直播幕后多年的薇娅于近日也走起了"穿搭秀"，由工作人员将视频转发给粉丝们。同时，"谦寻超级会员"小程序在6月12日再次开启了一波 服饰促销， ...

Core Insights - The article highlights the declining trust and increasing complaints against Li Jiaqi, a prominent beauty influencer, during the "6.18" shopping festival, as consumers report price discrepancies and order issues [2][3][8]. Price Discrepancies - During the "6.18" pre-sale, a robot vacuum initially priced around 2900 yuan was sold for under 1500 yuan in Li Jiaqi's livestream, leading to a surge in orders [8]. - Consumers reported that several beauty products were priced higher than previous sales events, such as the Mao Ge Ping cushion foundation being 40 yuan more expensive than last year's Double Eleven [3][6]. - A comparison of prices for Maybelline eye and lip makeup removers showed a significant increase from 98.6 yuan in 2023 to 149.45 yuan in 2024, despite a reduction in product volume [4][6]. Consumer Complaints - Complaints related to Li Jiaqi have surged, with nearly 20,000 complaints filed on the Black Cat Complaints platform, primarily concerning product quality and service issues [8][10]. - Specific complaints include delayed shipments, order cancellations, and poor customer service, with consumers feeling misled by pricing strategies [10][12]. - The volume of complaints against Li Jiaqi is notably higher compared to other influencers, indicating a significant decline in consumer satisfaction [10][13]. Market Dynamics - The article suggests that the traditional appeal of influencers like Li Jiaqi is waning, as consumers become more discerning and critical of pricing and service quality [12][13]. - The shift in consumer sentiment reflects broader trends in the live-streaming e-commerce industry, where trust and perceived value are increasingly important [12][13].

Group 1 - The article discusses the potential "comeback" of the influencer Viya, who has been absent from the live streaming industry for nearly four years, with the launch of a WeChat mini-program called "Qianxun Super Member" [1][4] - Viya's husband, Dong Haifeng, posted a video on Douyin celebrating Viya's nine-year live streaming anniversary and mentioned the mini-program, encouraging fans to "follow and register" [1][4] - The mini-program is described as a private marketplace selling various products, including beauty, food, daily necessities, and fashion, and has already hosted two successful events, with all products sold out during the "605 Snack Festival" [1][4] Group 2 - The mini-program does not directly associate with Viya but allows users to add VIP customer service, which features promotional content including videos and images of Viya [4][6] - The customer service for the mini-program is linked to Hangzhou Landu Technology Co., which is also associated with Viya's rebranded WeChat account [6] - Viya previously faced significant legal issues due to tax evasion, with a total penalty of 1.341 billion yuan imposed for underreporting income and other tax-related violations [6]

Core Viewpoint - The rise of middle-aged and elderly influencers in live streaming has created a new market segment, showcasing their ability to attract significant online traffic and generate substantial sales, indicating a shift in consumer behavior among older demographics [3][33]. Group 1: Emergence of Middle-aged Influencers - A new wave of middle-aged and elderly influencers is gaining popularity, with some amassing millions of followers and achieving impressive sales figures in live streaming [4][5]. - These influencers are not just appealing to older audiences but also attracting younger viewers, indicating a broader market potential [3][5]. - The content produced by these influencers often emphasizes health, fashion, and lifestyle, resonating with both their peers and younger generations [5][19]. Group 2: Sales Performance and Market Dynamics - Influencers like "只穿高跟鞋的汪奶奶" and "时尚奶奶团" have demonstrated significant sales capabilities, with individual live streams generating sales in the hundreds of thousands to millions [9][12][30]. - The primary product categories sold by these influencers include food and beverages, health products, and lifestyle items, which cater to the interests of their audience [31]. - The demographic of their followers is diverse, with a significant portion being women aged 31-40 and older adults aged 50+, indicating a shift in marketing strategies to target these age groups [24][27]. Group 3: Consumer Behavior Insights - The engagement in live streaming by middle-aged and elderly influencers reflects a changing consumer landscape where older individuals are more willing to spend on products that enhance their lifestyle [33]. - The interaction in live streams often includes inquiries about product suitability for older adults, showcasing a demand for tailored offerings [8][22]. - The success of these influencers suggests that brands targeting older consumers can leverage this new channel for effective marketing and sales [31]. Group 4: Future Opportunities - The rise of middle-aged influencers presents new opportunities for brands to engage with an often-overlooked demographic, potentially leading to a surge in demand for products aimed at older consumers [33]. - As these influencers continue to gain traction, there is potential for a significant shift in how brands approach marketing to older audiences, focusing on quality and relevance [33]. - The market for products catering to the silver-haired demographic is expected to grow, driven by the insights and engagement from these influencers [33].

Core Viewpoint - The article discusses the challenges faced by top livestreamers like Li Jiaqi in the current e-commerce landscape, highlighting a decline in their pricing power and the shift in brand partnerships as they struggle to maintain their influence and profitability [3][4][8]. Group 1: Li Jiaqi's Challenges - Li Jiaqi's recent livestream during the 618 sales event showcased a significant price drop for a robot vacuum, but many customers faced order cancellations due to a pricing error, leading to dissatisfaction among his followers [3][4]. - Users expressed disappointment over the inability to secure rewards during the livestream, suggesting a perception of "killing familiar customers" as new accounts had better luck in obtaining discounts [4]. - The article notes that Li Jiaqi's influence is waning as he faces pressure from brands and a changing consumer mindset, indicating a broader trend of declining livestreaming benefits [4][6]. Group 2: Declining Pricing Power - The article highlights a stark contrast between Li Jiaqi's previous assertive stance with brands and his current situation, where he struggles to negotiate favorable terms, particularly with international brands [6][7]. - Data shows a decline in Li Jiaqi's livestream sales, with a drop in GMV from 49.77 billion yuan in 2023 to 25-35 billion yuan in 2024, indicating a significant decrease in consumer spending [7]. - The shift in brand attitudes towards livestreamers is evident, as brands are now more cautious and selective in their partnerships, often opting for mid-tier influencers instead [10][11]. Group 3: Changing Brand Strategies - Brands are increasingly moving away from relying on top influencers, seeking more cost-effective alternatives such as mid-tier influencers and other marketing strategies like short videos and store broadcasts [14][15]. - The article mentions that brands are reallocating budgets previously dedicated to influencer marketing towards platforms like Xiaohongshu and short dramas, which offer better long-term effects [14]. - The decline in the effectiveness of influencer marketing is further illustrated by brands experiencing poor sales outcomes despite high fees paid to top influencers, leading to a reevaluation of their marketing strategies [10][11]. Group 4: Future of Livestreaming - The article suggests that the livestreaming industry is evolving, with a growing emphasis on AI hosts and store broadcasts, which may disrupt the traditional influencer model [14][15]. - As brands find success with new marketing methods, the survival space for top influencers is likely to shrink, indicating a shift towards a more rational and sustainable e-commerce environment [16]. - The decline of the "lowest price" promise from influencers reflects a broader change in consumer trust and expectations, as brands prioritize long-term viability over short-term sales boosts [12][16].

Core Viewpoint - A new wave of middle-aged and elderly influencers is emerging in the live-streaming e-commerce space, showcasing their ability to attract significant consumer attention and generate substantial sales, indicating a shift in the market dynamics towards this demographic [2][12][39]. Group 1: Rise of Middle-aged Influencers - A notable increase in middle-aged influencers with millions of followers has been observed, particularly in the live-streaming sector, where they are effectively engaging audiences and driving sales [5][6][9]. - These influencers are characterized by their active lifestyles and health consciousness, challenging stereotypes about aging and appealing to both older consumers and their younger family members [6][12][39]. Group 2: Sales Performance and Popularity - Influencers like "田姥姥" and "时尚奶奶团" have achieved impressive sales figures, with some live streams generating millions in revenue, showcasing the commercial viability of this new influencer category [9][11][20]. - The top middle-aged influencers have diverse personas, ranging from fashionable grandmothers to energetic seniors, which helps them connect with a wide audience and drive engagement [9][12][19]. Group 3: Consumer Demographics - The primary audience for these influencers includes women aged 31-40 and older consumers aged 45 and above, indicating a significant market for products tailored to this demographic [24][27][28]. - The engagement from younger family members, particularly children of older consumers, also plays a crucial role in the purchasing decisions influenced by these middle-aged influencers [27][39]. Group 4: Product Categories and Trends - The most successful product categories promoted by these influencers include food and beverages, health products, and gifts, highlighting a trend towards wellness and lifestyle products among older consumers [29][36][37]. - Specific brands have seen significant sales through these influencers, with food brands like "农香森" and health products being particularly popular, indicating a lucrative opportunity for brands targeting the elderly market [30][35][37]. Group 5: Market Opportunities - The emergence of middle-aged influencers represents a new opportunity for brands to tap into the growing silver economy, as these influencers can effectively reach and resonate with older consumers [39][40]. - As the market for products aimed at older consumers expands, brands that align with the values and interests of this demographic may find substantial growth potential [39][40].

Core Viewpoint - The article discusses the transformation of Dong Yuhui's live streaming approach from a knowledge-based model to a more price-focused strategy, highlighting the challenges faced in maintaining audience engagement and knowledge retention in the competitive live commerce landscape [5][9][15]. Group 1: Live Streaming Strategy - Dong Yuhui engaged in a live negotiation with a brand representative to lower installation fees for a television, showcasing a shift towards a more aggressive sales approach [3][5]. - The incident was widely shared on social media, indicating a strong public interest in this new negotiation style, contrasting with his previous "cultural" approach to selling [5][13]. - The shift in strategy reflects a broader trend in live commerce where price competitiveness is becoming increasingly important for attracting and retaining viewers [13][15]. Group 2: Challenges of Knowledge-Based Selling - Knowledge-based selling, while initially successful, has proven difficult to sustain due to the high demands on the host's expertise and the rapid consumption of their knowledge base [7][9]. - Dong Yuhui's previous success was built on delivering high-quality content, but the depletion of his knowledge reserves has led to a need for a strategic pivot [9][11]. - The article notes that many knowledge-based creators face a similar challenge of maintaining content quality amidst intense market competition [11][13]. Group 3: Future Directions - The future strategy for Dong Yuhui's live streaming may involve a combination of knowledge-based content to attract viewers and price-focused selling to drive conversions [15]. - The article suggests that as long as Dong Yuhui can provide competitive pricing, he can continue to leverage his existing fan base for financial success [15]. - The overall trend in live commerce indicates a return to fundamental sales tactics, emphasizing the importance of delivering the lowest prices to consumers [13][15].

Core Viewpoint - The article discusses the management philosophy of Dong Yuhui, the CEO of Yuhui Tongxing, emphasizing his unique approach to leadership and the decision not to hire professional managers, which contrasts with industry norms [1][18][21]. Group 1: Management Philosophy - Dong Yuhui's management philosophy centers on "delegation," focusing on the big picture while allowing professionals to handle specific tasks [6][7]. - He believes that excessive control can lead to a lack of initiative among employees, which can cause organizational stagnation [6][7]. - Dong emphasizes the importance of nurturing talent from within, allowing employees to rise through the ranks based on merit rather than formal qualifications [8][10]. Group 2: Company Structure and Growth - Yuhui Tongxing has grown from 70 to over 300 employees in a short period, achieving annual sales exceeding 10 billion yuan [1][4]. - The company was originally a wholly-owned subsidiary of Dongfang Zhenxuan, but it became independent in July 2022, with Dong Yuhui as the sole controlling person [16][18]. - The absence of professional managers allows for rapid decision-making and execution, which is crucial during the company's growth phase [21][22]. Group 3: Challenges and Future Considerations - The company faces challenges such as reliance on Dong Yuhui's personal brand and potential issues with supply chain management [28]. - There is a noticeable decline in viewer engagement and follower growth, indicating a need for diversification beyond Dong Yuhui's personal influence [28]. - As the company matures, the question of whether to introduce professional managers to enhance operational efficiency and strategic focus will become increasingly relevant [27][28].

Group 1 - The State Administration for Market Regulation has initiated a nationwide campaign to address false advertising in the pharmaceutical and health product sectors targeting the elderly, aiming to combat fraudulent practices that exploit this demographic [1][2] - Local market regulation departments will focus on illegal activities such as false advertising, price fraud, and illegal additives that infringe on the rights of the elderly and disrupt market competition [2] - The campaign includes a "You Shoot, We Check" initiative, encouraging the public to report suspected illegal activities, thereby enhancing the protection of elderly consumers and improving the market environment [2] Group 2 - Investigations have revealed that some live-streaming influencers engage in deceptive practices, using dramatic scripts to attract viewers and promote products that do not have legitimate health benefits [2][3] - Concerns have been raised about the sale of counterfeit health products and medications through live streams, which could lead to health risks for elderly consumers [3] - Legal experts have indicated that selling unregulated or counterfeit products during live streams could result in severe legal consequences, including charges related to fraud and violations of consumer protection laws [3]

Core Viewpoint - The article discusses the evolution of Dong Yuhui's live streaming style, highlighting his shift from a knowledge-based approach to a more consumer-oriented negotiation style with brands, which has enhanced his popularity and sales performance [1][4][11]. Group 1: Negotiation with Brands - Dong Yuhui has started to showcase negotiations with brands during live streams, aiming to present himself as a consumer advocate, which builds trust among his audience [4][7]. - This negotiation tactic has been observed multiple times, including during significant sales events like the 618 shopping festival, where he successfully negotiated for free installation services for consumers [7][13]. - The live negotiation segments have gone viral among his fanbase, reinforcing his image as someone who genuinely cares for consumer interests [8][15]. Group 2: Shift in Content Style - Dong Yuhui's content has become more relatable and down-to-earth compared to his earlier focus on cultural and educational topics [5][12]. - He has reduced the emphasis on knowledge-based content due to the higher risks associated with potential errors during live broadcasts, opting instead for humor and direct consumer engagement [12][22]. - The live streaming format has evolved to include segments that focus on product sales rather than solely on educational content, indicating a strategic shift to attract a broader audience [19][21]. Group 3: Performance Metrics - On the first day of the 618 event, Dong Yuhui's live stream attracted 18.54 million viewers and generated sales of 1.67 billion yuan, marking a record high for his channel [13]. - From January to April 2024, his live stream accumulated 1.54 billion views, averaging 31.42 million daily, while the growth rate of new followers has slowed compared to previous periods [13][14]. - The need for continuous innovation in content and engagement strategies is evident as Dong Yuhui seeks to maintain growth and expand his audience base [14][22].