Core Viewpoint - The article discusses the rise of "star second-generation" influencers in the live-streaming e-commerce space, highlighting the case of Wang Yichen, the daughter of the famous children's program host Jin Guizi, and her successful entry into the market leveraging her mother's fame [1][3][23]. Group 1: Wang Yichen's Journey - Wang Yichen, known as @金龟子的娃娃 on Douyin, began her journey in live-streaming e-commerce in 2022 and has since gained significant traction, with her account amassing 2.245 million followers [3][8]. - In 2024, her account conducted 154 live-streaming sessions, generating an estimated sales revenue between 77 million to 115 million yuan [3][10]. - The recent 30-day sales estimate for her account reached between 10 million to 25 million yuan, indicating a growing trend in her sales performance [3][10]. Group 2: Content and Audience Engagement - Wang Yichen's content primarily revolves around family life, motherhood, and daily interactions with her mother, Jin Guizi, which resonates well with her audience [4][6]. - The demographic of her followers is predominantly women aged 31 to 40, many of whom grew up watching her mother's shows, creating a strong emotional connection [9]. - Her live-streaming sessions maintain a frequency of three times a week, focusing on affordable daily products, which aligns with her audience's preferences [10][12]. Group 3: Industry Trends and Comparisons - The article notes that Wang Yichen is not alone; many star second-generation influencers are entering the live-streaming market, leveraging their parents' fame to gain initial traction [13][23]. - Other examples include influencers like Xiang Zuo and Ba Tu, who have also successfully transitioned into live-streaming e-commerce, showcasing the trend of celebrity offspring capitalizing on their family backgrounds [15][20]. - The live-streaming e-commerce industry is characterized by a blend of celebrity influence and the necessity for genuine engagement and quality content to maintain consumer trust [24][25].

各位村民好，我是村长 许多曾经活跃在抖音、快手、淘宝上的达人主播、明星主播，直播带货的次数越来越少。 为什么从2025年开始，整个直播带货的风向，完全变了。 头部大佬越来越低调，甚至都不想直播带货了。 甚至一些网红，宣称要退出直播，难道直播带货不赚钱了吗？ 01 一个问题或缺点很容易被无限放大 对于各种网红、企业家来说，在短视频时代，你的一举一动都有人盯着。 因为面对的是几十万上百万受众，所以有时候你的一句话，就会被不同的人听出各种感觉。 有的人时时刻刻盯着你的直播间、产品，有的自媒体账号、机构账号为了流量，就会把你说的一句话断 章取义无限放大。 所以你们可以看到小主播从来没有新闻，大主播天天上热搜。 而且不管这个主播之前做了什么事情，只要当下被抓住一个问题，可能是一句话，一个动作之类的，就 会招来一群人的攻击。 比如我们熟知的俞敏洪、小杨哥、辛巴、董宇辉等等，而且这种攻击是持续的。 02 得罪了太多人的利益 不管是小杨哥还是辛巴亦或是东方甄选、交个朋友等等，因为这些主播一天就就可以卖几千万甚至几个 亿的货。 还有些商家，因为自己的产品，选品没有过，主播上了其他家的产品。 或者因为主播在直播间提了一嘴竞品，所 ...

Group 1 - The rise of live-streaming e-commerce has led to various issues, particularly scams targeting the elderly, with tactics ranging from fake health products to low-cost travel offers [1] - Some live-streamers exploit the information asymmetry and emotional needs of older adults, causing harm to their interests and affecting the sustainable development of the industry [1] - The lack of regulatory oversight and the short-term profit motives of some streamers and merchants contribute to the prevalence of scams in live-streaming [1] Group 2 - Authorities need to improve legal regulations, clarify the responsibilities of platforms, streamers, and merchants, and ensure that special products like health supplements are properly documented and monitored [2] - There is a call for increased awareness among the elderly, with community organizations encouraged to provide training to help them recognize and avoid online scams [2] - A more refined social service system and family support are essential for older adults to navigate the digital world safely and to stimulate the growth of the silver economy [2]

这是李佳琦继"所有女生"和"所有女生的衣橱"之后推出的第三个矩阵账号，将市场重心从年轻女性转向了潜力巨大的银发经济，以寻 求新增长点。与此同时，抖音和快手上的中老年直播间也在活跃带货，瞄准了同一个迅速增长的中老年市场。 面对3亿中老年用户触网的趋势，曾经因美妆而闻名的"口红一哥"李佳琦，能否顺利攻入中老年赛道？ 「核心提示」 李佳琦杀入3亿银发蓝海， "所有爸妈的幸福家"能 成为中老年消费者心目中的购物首选吗？ "美衣美食美生活，就来爸妈的幸福家。"5月5日下午，李佳琦新直播间"所有爸妈的幸福家"开播首日，他罕见的集结团队员工父母 团，共同喊出直播宣言。这场以"重返20岁"为主题的首播，开播不到两小时，涌入超100万观众，当日吸粉超10万人。 开播首日，在琛琛、阿秋、新一、子捷等助播带领家人悉数登场后，李佳琦带着妈妈压轴出场。到场主播的家人们，年龄从53岁到75 岁，身着复古风走秀，在镜头前神采奕奕的表达着自己的时尚态度，呼应着直播间传达的"岁月不败美人""全世界爸妈值得更好的"的 消费观。 从"口红一哥"到"爸妈买手" 5月5日的首播中，新直播间预热了未来三天的直播专场。值得关注的是，虽然李佳琦本人并未露面 ...

Core Viewpoint - Guangdong Province is implementing a special action plan to boost consumption by correcting unreasonable business practices in online sales and live streaming, promoting fair pricing and quality products [1] Group 1: Consumer Protection Initiatives - The government aims to add over 15,000 trustworthy consumption commitment units and more than 4,500 stores with no-reason return policies by 2025 [1] - A "Credit+" project will be launched to enhance the joint punishment mechanism for dishonest practices in key areas [1] - The government will strengthen the resolution of consumer disputes and improve online dispute resolution mechanisms [1] Group 2: Regulation of E-commerce Practices - The plan includes correcting unreasonable practices such as "lowest price on the entire network" in online sales and live streaming [1] - There will be strict actions against the sale of counterfeit products and violations such as price fraud and false advertising [1] - A quality traceability mechanism for key products will be established, along with enhanced supervision of defective product recalls [1] Group 3: Media and Privacy Regulations - The government will regulate subscription and charging practices in the broadcasting and television sectors, addressing issues like complex charging and inducement [1] - There will be guidance on the proper installation of cameras in public consumption areas to protect consumer privacy regarding facial recognition, payment, and tracking information [1]

假日期间，涉及线上消费诉求占诉求总量比重达89%，电商网购、直播带货、短视频带货等诉求相对活 跃，主要涉及线上服装鞋帽、食品、家居用品等购物消费纠纷。如消费者董先生称，其购买了某平台主 播推销的一款冲锋夹克，收货后发现实物与主播宣传不符，且有胶印等瑕疵。消费者李先生称，在某平 台直播间购买的一款增高鞋垫异味较重，要求商家履行"90天内包换"承诺却遭拒。 为守护假日良好消费环境，上海市市场监管部门加强12315热线平台值守，通过优化热线话务智能应 用、完善一窗式话务转接、抓实在线式纠纷解决、夯实联网企业主体责任、构建全天候实时监测预警等 机制举措，切实畅通消费诉求渠道，提升维权服务能级，助力提振消费。假日期间，12315热线电话、 互联网平台、手机APP、微信公众号等畅通运转，消费维权诉求整体保持平稳有序。 从假日消费投诉反映问题看，涉及经营者售后服务品质及消费履约等方面问题占比超五成，主要反映平 台客服不畅或存在敷衍推脱、商品配送未如约送达、售后三包服务未及时履行、消费者体感体验欠佳 等。如消费者李先生称，在某电商平台购买的一款男式运动鞋存在质量瑕疵，与经营者联系交涉，但拨 打其人工客服电话一直未能接通。 目 ...

以下文章来源于字母榜 ，作者薛亚萍 字母榜 . 让未来不止于大 来源|字母榜 撰文|薛亚萍 编辑|谭宵寒 董宇辉"单飞"9个月后， 与辉同行的抖音粉丝数超过了东方甄选。 截至4月26日，与辉同行的抖音粉丝数为2865万，而东方甄选抖音主账号粉丝数为2859万。 这一结果并不令人意外。自去年7月董宇辉"单飞"，东方甄选的粉丝数就陷入增长停滞甚至下滑，而与辉同行则节节攀升。第三方数据平台灰豚数据 显示，过去三个月，与辉同行新增粉丝超120万，东方甄选粉丝数减少了42万。 一增一减后，双方粉丝量站在了同一水位线上。粉丝变化趋势，也折射出两家公司在过去一年里的发展轨迹。 从带货成绩上来看，新抖数据显示，2024年，与辉同行成立第一年的销售额突破百亿元，成为抖音当年带货销售额最高的直播间。而东方甄选在 2025财年上半财年，即2024年6月-11月的GMV（商品交易总额）为48亿元，同比下降16.2%。 到了今年，双方在抖音带货的位次变化则更为明显。 今年1-3月，辉同行稳居抖音带货月榜前五，而东方甄选连续三个月跌出带货月榜前十。 两家公司命运的走向，很大程度上也取决于两位掌舵者的态度。 很难想象一年前还在镜头前皱着眉 ...

近日，拥有1500多万粉丝的抖音带货主播"彩虹夫妇"宣布暂停直播。 值得一提的是，早在2022年8月，"彩虹夫妇"曾自曝一天带货2.3亿元，净赚400多万元。另据青眼情报数据，2025年以来，"彩虹夫妇"场均带货GMV为 1000万-2500万，其中美妆品类占比超30%，涉及珀莱雅、谷雨、蜜丝婷等多个美妆品牌。 此外，青眼注意到，今年以来，"衣哥"和有着"美妆微商第一人"之称的吴召国等粉丝量达千万级的带货主播也曾宣布"退出直播"。那么，为何今年不少头 部主播纷纷选择"中场休息"？ 宣布"停播" 曾因公布高额带货数据惹争议 近日，"彩虹夫妇"在抖音发布视频称，"我停播了，今天（4月20日）是我停播的第四天。"视频中，"彩虹夫妇"还表示，过去5年间共进行了超过1000场直 播，每场平均时长超过8小时，长期高强度工作已导致身体严重透支，未来将更多关注家庭生活与健康，"等想好如何更好地平衡工作和身体后再考虑复 播。" 截自"彩虹夫妇"抖音 根据"彩虹夫妇"账号的直播动态显示，其最近一年共进行了152场直播，最近一场直播停留在4月16日，显示为"谷雨年度超级品牌日"。 不过，青眼注意到，自宣布停播后，"彩虹夫妇"仍在抖 ...

题图｜视觉中国 沉寂已久的"三只羊"，在一纸公告中重回公众视野。 3月23日，合肥市联合调查组发布关于三只羊的整改通报，认为三只羊公司整改符合要求，具备恢复经营条 件。 经营条件虽然恢复了，但大小杨哥何时能复出直播仍然是未知数，即便复出，能否再续过往辉煌，也要打 个大大的问号。因为就在三只羊被立案调查的半年里，直播行业已经变天。 宇宙的尽头是直播带货。无论寻亲、打假、模仿明星、扶贫卖惨，只要上了新闻有了流量，都纷纷转向了 通过直播带货来变现。有数据显示，2019年到2023年5年间，直播电商市场规模增长10.5倍，投诉举报量增 幅却高达47.1倍，投诉集中在产品质量低劣、货不对板、售后维权困难等。 为了流量无下限炒作，操纵公众的眼泪、欢笑，社会信任被一步步瓦解。这种唯流量论的带货逻辑，已然 引发了众怒。而这，其实与模式的先天设计有关。 当我们打开电商APP时，通常有明确的购买诉求，比如，想买一台手机，就会去搜索iPhone，或者是打开3C 专区挑选。 但当我们打开内容类的APP时，内心活动一般是：只想放松，刷点有意思的看看。背后其实并没有明确的购 买诉求。 2024年，美的空调在徐菲直播间的年度销售额同比20 ...

Core Viewpoint - The rise of piracy in live streaming is undermining the integrity of the live commerce industry, with counterfeit goods being sold under the guise of legitimate broadcasts, leading to consumer deception and brand damage [1][2]. Group 1: Issues with Piracy - Numerous instances of live streaming piracy have been reported, where unauthorized individuals use others' live broadcasts to sell counterfeit products, harming both consumers and original content creators [1][2]. - The practice of using AI technology to alter the appearance of hosts in pirated streams complicates the identification of counterfeit broadcasts, making it easier for consumers to fall victim to scams [2][3]. Group 2: Recommendations for Platforms - Platforms must implement strict real-name authentication for merchants and conduct dynamic monitoring of live content to prevent repeat offenders from easily re-entering the market [2][3]. - There is a need for technological upgrades to combat piracy, such as real-time verification of hosts' biometric features to trigger alerts when discrepancies are detected [2]. Group 3: Collaborative Measures - A cross-platform defense mechanism should be established to share blacklists of pirated accounts, ensuring that violations on one platform lead to bans across all platforms [2]. - Platforms should avoid prioritizing traffic from pirated streams, focusing instead on legitimate revenue from original content [3]. Group 4: Consumer Awareness - Consumers are encouraged to be vigilant when purchasing from live streams, as the lack of interaction from counterfeit hosts can serve as a red flag for potential scams [3].