第二，从成本上看，一场高质量团播带来的收益，MCN公司分摊到几个中腰部主播身上，比支付一个 超头部主播的坑位费和分成可能更划算。除外，团播形式的聚合性也为中小主播提供了绝佳的上升通 道。通过组合的形式获得媲美头部主播的流量和关注度，从而盘活了平台的主播生态，打破了流量过于 集中在顶部的僵局。 第三，品牌加入造势，制造爆款，形成内容共创机制。与顶流团播直播间合作，打造超级品牌日、新品 首发盛典。利用团播的爆发力，在短时间内集中造势，制造话题、提高品牌知名度，同时配合平台消费 日优惠机制，不断吸引用户停留，创造销售奇迹。 团播的兴起，在某种程度上是电商行业流量见顶后的一种"内卷式"突破。虽然在短期内创造了巨大的效 应，但也埋下了许多隐患。首先，对于MCN公司来说，打造一个成功且吸金的团队，前期需要投入巨 大的资金和资源，后期一旦团队核心人物出现问题，那么整个投入即将成为泡沫；其次，内容缺乏创 新，同质化严重，内容生态面临僵化。一种模式成功后，无疑会被各种团队争相模仿，继而所有团播形 式则变得千篇一律，索然无味，最终导致用户审美疲劳。最后，过度娱乐化导致过度的消费主义。追求 娱乐化确实会吸引很多用户，但同时也会煽动 ...

Core Viewpoint - The announcement by Xinxuan Group to shift from a signed contract model to a partnership model for live streamers is expected to reshape the relationship between live streaming e-commerce and streamers, presenting both opportunities and challenges for brand owners [1][2]. Group 1: Partnership Model Changes - The partnership model allows streamers to establish independent partnerships with Xinxuan Group, where they become the CEOs of their own companies, leading to a revenue share of up to 60% for streamers, while Xinxuan only takes a 5% service fee [2]. - This shift aims to eliminate the "joint liability risk" and break the monopolistic hold of top streamers on marketing resources, fostering a more diverse and resilient ecosystem of streamers [2][3]. - As streamers gain independence, their personal credibility and professionalism will directly impact their development, potentially driving them to focus more on professionalism and long-term reputation [2]. Group 2: Brand Owner Challenges - Brand owners will face new challenges in identifying and managing the capabilities and qualities of streamers, which were previously managed by the e-commerce platforms [3]. - The complexity and costs associated with managing multiple independent streamers will increase, as brand owners may need to engage different streamers for various product categories [3]. - The loosening of ties between brands and individual streamers may lead to a reduction in support for streamers, increasing long-term brand management risks [3]. Group 3: Industry Trends - The exit of top streamers, such as Xinba, reflects a broader trend in the industry where leading figures are stepping back, prompting brands to seek diversified distribution channels and self-broadcasting strategies [4]. - Companies like Dongfang Zhenxuan are shifting their focus towards supply chain management after parting ways with prominent streamers, indicating a strategic pivot in the industry [4]. - Dongfang Zhenxuan reported a total revenue of 4.4 billion yuan for its ongoing business, with a net profit of 6.2 million yuan, highlighting the positive impact of supply chain development on performance [5].

Core Insights - Live e-commerce has experienced explosive growth, becoming a significant driver of consumer potential, but the "traffic supremacy" mentality has led to various issues within the industry [1][2] - Platforms face challenges in managing the influx of "black-red" merchants who exploit loopholes for traffic, prompting a need for better flow allocation mechanisms [1][3] - Regulatory measures are being implemented by platforms like Douyin to address violations, with over 13 million violations addressed and 470,000 violators banned in the past year [1][2] Group 1 - The rapid expansion of live e-commerce has raised concerns about the integrity of the industry, with instances of fraud and misleading practices emerging [1][2] - Platforms are taking steps to improve governance, such as Douyin's release of community operation guidelines to clarify acceptable practices for creators and merchants [2][3] - The desire for traffic drives some merchants to take risks, highlighting the need for platforms to support quality merchants while penalizing rule-breakers [3] Group 2 - The live e-commerce sector has become a vital force for job creation and consumer engagement, with Douyin reporting 70 million e-commerce videos viewed daily by 610 million users [5] - The platform has facilitated the emergence of industrial clusters, with five interest industry belts achieving over 10 billion yuan in annual transaction volume [5] - A shift towards supporting small and medium-sized merchants is seen as essential for the sustainable growth of the live e-commerce ecosystem [5]

Core Insights - The fourth Global Digital Trade Expo, themed "Seeing the Innovative Future at the Digital Trade Expo," was held in Hangzhou, Zhejiang, showcasing new practices in county economy, agricultural assistance 3.0, and AI live streaming [1] Group 1: Agricultural Assistance Initiatives - Since 2016, the company has been leveraging innovative thinking and practical actions to support county development through live streaming, achieving over 8.5 billion yuan in sales of county specialty products, with a 176% increase in sales from 2023 to 2024 [3] - The company has developed a three-stage approach to agricultural assistance, starting with public welfare live streaming to enhance the visibility of local products and engaging deeply in the rural industrial chain [3] - The "Charming China Tour" initiative has visited 17 provinces and 22 sites, generating over 800 million yuan in transaction volume, promoting a replicable model for agricultural assistance [3] Group 2: Case Studies and Collaborations - In Gansu's Lixian County, the company has helped local businesses improve e-commerce capabilities through practical training, resulting in a hundredfold increase in sales for the local brand "Cool Qin" apple chips [4] - The launch of the "Qianxun Super Store" mini-program aims to provide consumers with high-quality products directly from the source, establishing a long-term procurement mechanism with a pomegranate planting base in Dali, Yunnan [4] - Collaborations with local agricultural technology institutions are being explored to integrate market, technology, and agriculture, enhancing the entire agricultural supply chain [4] Group 3: Technological Advancements in Live Streaming - The live streaming e-commerce industry is transitioning to a phase focused on compliance and efficiency, with the company investing in technology research and development to reshape the industry ecosystem [5] - The "Lingke System," launched in 2019, has evolved into a comprehensive "AI + Live Streaming" solution, significantly impacting product selection, data analysis, and compliance review [5] - Future developments of the Lingke System will focus on "AI Agent" technology to automate the entire process from product selection to live streaming, enhancing operational efficiency across the industry [5]

Core Insights - The Fourth Global Digital Trade Expo opened in Hangzhou, with Qianxun participating for the fourth consecutive year, showcasing themes related to county economy and Silk Road e-commerce [1] - Qianxun's live-streaming sales have driven over 8.5 billion yuan in sales of county specialty products, with a 176% increase in sales from 2023 to 2024 [1] - Since 2019, Qianxun has engaged in source tracing public welfare live streaming to enhance the visibility of high-quality county products, deeply involving itself in the rural industrial chain [1] - The launch of the "Qianxun Super Store" mini-program in May 2023 aims to provide consumers with original products, further deepening the support for farmers [1] - The "Lingke System," the industry's first full-process live streaming service platform developed by Qianxun, was also showcased at the expo [1] Technology and Innovation - The Lingke System utilizes advanced AI technology to analyze vast historical sales data and real-time market trends for precise product selection, enhancing the competitiveness of products in live streaming [1] - The system has integrated with various channels, including the National Enterprise Credit Publicity System, to ensure compliance through diverse data sources [1] - Qianxun's next phase for the Lingke System will focus on "AI Agent" technology, aiming for full-process automation from product selection to final broadcast, thereby improving operational efficiency in the live-streaming e-commerce industry [2]

Core Viewpoint - Zhang Xuefeng, a prominent figure in the college application consulting industry, faces significant backlash as his social media accounts are banned, indicating potential issues with his business model and practices [2][10]. Group 1: Business Practices and Market Position - Zhang Xuefeng has established himself as a dominant player in the college application consulting market, overshadowing competitors in terms of size, reputation, and profitability [3]. - His success is attributed to his ability to generate attention through provocative statements and marketing strategies that exploit societal anxieties regarding education [6][12]. - The pricing for his services, such as college application consulting, ranges from 13,000 to 19,000 yuan, with reports of significant sales during live broadcasts [6][8]. Group 2: Controversial Statements and Public Perception - Zhang has made extreme statements that have drawn criticism, such as disparaging certain academic fields, which have been labeled as exacerbating educational anxiety [5][6]. - His claims of providing "big data precision reporting" and "100% admission guarantee" have been met with skepticism, with parents questioning the actual value of the services offered [6][12]. - The backlash against his marketing tactics has led to a growing awareness of the potential exploitation of parents' concerns, suggesting a shift in public sentiment towards accountability in the education sector [12][13]. Group 3: Future Outlook and Industry Trends - The rise of AI-driven college application tools and the establishment of public information channels by the government may threaten the viability of Zhang's business model, which relies on exploiting information asymmetries [12]. - The increasing public demand for fairness in education and accountability from influencers indicates a potential decline in the effectiveness of Zhang's current strategies [12][13]. - The ongoing controversies surrounding his practices suggest that his business may be approaching a critical juncture, with the possibility of a significant decline in influence and profitability [10][13].

Core Viewpoint - The market regulatory authority is intensifying efforts to address issues of false marketing and counterfeit products in the live e-commerce sector, emphasizing the need for integrated supervision and accountability among platforms [1][2][3] Group 1: Regulatory Actions - The market regulatory authority announced a crackdown on false marketing and counterfeit products in live e-commerce, with increased frequency and intensity of product quality and food safety inspections [1] - A comprehensive supervision approach will be implemented, involving online detection and offline investigation, as well as offline detection and online control [1] - Recent actions have included the investigation of typical cases in the live e-commerce sector to deter illegal activities and promote lawful operations [2] Group 2: Industry Challenges - The rapid growth of live e-commerce has been accompanied by significant issues, including the use of "shills" for product promotion and deceptive marketing tactics [1][2] - Reports indicate that in the first half of the year, the national online retail sales reached 74,295 billion yuan, growing by 8.5%, highlighting the importance of live e-commerce in this sector [2] - The prevalence of counterfeit and substandard products undermines consumer rights and the interests of compliant businesses, threatening the long-term development of the live e-commerce industry [2] Group 3: Platform Responsibilities - The regulatory authority emphasizes the responsibility of platforms to conduct proper qualification reviews and take action against operators infringing on consumer rights [3] - Platforms will face strict scrutiny for failing to manage prohibited and restricted products effectively, with severe consequences for those found negligent [3] - The live e-commerce environment should serve as a bridge connecting quality products with consumers, rather than a haven for counterfeit goods [3]

要说今年电商行业最大的看点，必须是直播带货的"流量狂欢"退潮。不是一点点退，而是断崖式的退、大小通吃整整齐齐的退。 流量神话的破灭 2025年上半年，头部主播面临流量下滑、模式转型与新势力崛起的多重挑战。昔日无限风光的行业头部，已然风光不再、业绩惨淡。曾经单场销售额破亿 的李佳琦，2025年"618"预售首日的GMV仅为2023年同期的50%，"国民女婿"董宇辉旗下的"与辉同行"，日均观看人次同比暴跌45%。 头部们的流量生意难做，中小品牌云集的某音平台，今年上半年 GMV 约 1.4 万亿元，未达年初预期，出现了平台发展史上罕见的业绩不达标情况。在无 限内卷流量的生态压力下，曾经红极一时的'抖品牌'或倒闭或退场，加速逃离。 前不久，坐拥500万粉丝的女装品牌"罗拉密码"在某音举办了最后一场直播，含泪离场。当年 "罗拉密码" 曾创下 11.5 小时 GMV 破 6600 万元、年销售额 达数十亿元的豪华业绩，如今已成往事。某音女装店铺榜排名TOP5的身家，还是没能熬过流量泡沫破裂的冲击。 "罗拉密码"大起大落的命运，并非个案，而是"兴趣电商"的生态产物。 2021 年 4 月，某音电商扛起 "兴趣电商" 大旗 ...

首先，它明确了直播电商平台、直播间运营者、营销人员等各方主体责任，解决了以往责任划分模糊导致 的推诿问题；同时建立多部门协同监管格局与信用监管手段，让监管从分散走向系统，有效填补行业监管 空白。 其次，《办法》细化了不履行法定义务的情形与处罚依据，既为消费者维权提供明确法律支撑，也为合法 经营企业营造公平竞争的市场环境，进而保护消费者权益、维护市场正常秩序，减少虚假宣传、假货等乱 象。 《直播电商监督管理办法》 近期将正式出台。 9月23日，市场监管总局在直播电商监管专题新闻发布会上透露：今年6月至7月向社会公开征求意见的 《直播电商监督管理办法》已进入法制审查，近期将正式出台；《直播电商平台服务管理基本要求》《网 络交易合规数据报送规范》两项国家标准也在加快起草。这标志着直播电商行业将告别粗放发展，迈入规 范化治理新阶段。 今年7月，中国社会科学院财经战略研究院课题组等发布的报告显示，2024年直播电商行业商品交易总额 （GMV）超4.5万亿元，占网络零售额近三分之一，贡献电子商务增量的80%，用户规模约6亿人。 然而，高速扩张背后，行业乱象如影随形，虚假宣传、假冒伪劣、售后缺位等问题屡屡引发社会热议。据 ...

Core Viewpoint - The upcoming regulations for live e-commerce in China signify a shift from unregulated growth to a structured governance model, addressing issues such as false advertising and consumer protection [1][2] Group 1: Regulatory Developments - The "Live E-commerce Supervision Management Measures" is in the legal review stage and will be officially released soon, marking a new phase of standardized governance in the industry [1] - Two national standards, "Basic Requirements for Live E-commerce Platform Services" and "Compliance Data Reporting Standards for Online Transactions," are being drafted to further enhance regulation [1] Group 2: Industry Growth and Challenges - A report indicates that the live e-commerce sector's gross merchandise volume (GMV) is expected to exceed 4.5 trillion yuan in 2024, accounting for nearly one-third of online retail sales and contributing 80% of e-commerce growth, with a user base of approximately 600 million [1] - The number of complaints received by the 12315 platform regarding live commerce reached 402,000 in 2024, reflecting a 19.3% year-on-year increase, highlighting ongoing issues in the sector [1] Group 3: Implications of New Regulations - The new regulations will clarify the responsibilities of various stakeholders, including platforms, operators, and marketers, addressing previous ambiguities in accountability [2] - The regulations will provide legal support for consumer rights protection and create a fair competitive environment for legitimate businesses, thereby reducing issues like false advertising and counterfeit products [2] - The measures will require platforms to enhance risk control and qualification review systems, promoting a shift from reactive to proactive regulation, which is expected to improve transparency and trust in the industry [2]