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 "抖音一哥"之争，终见分晓。 文 ｜ 薛亚萍 编辑 ｜ 谭宵寒 来源｜ 字母榜（ID：wujicaijing） 封面来源 ｜ IC Photo 当董宇辉在618拿下单日1.76亿元销售额的时候，另一位顶流主播疯狂小杨哥却仍未回到直播间，只在半个月前，出现在导演王晶在抖音晒出的生日视频 里。 去年同期，疯狂小杨哥与董宇辉的"抖音一哥"之争尚在胶着中。当时，这位在抖音有超过1亿粉丝的超级主播，单场带货GMV（商品交易总额）屡破亿元； 而董宇辉则带着与辉同行，连续多月霸榜抖音带货月榜。 转折发生在2024年9月，小杨哥深陷虚假宣传的舆论争议之中， 连带着缺席了此前连续两年获奖的抖音电商作者峰会，反而是董宇辉带领的与辉同行获得了 这场峰会上唯一一个的年度卓越作者奖。 几天后，合肥高新区市场监督管理局对三只羊的虚假宣传进行立案调查。调查结果出来后，抖音对"三只羊"旗下账号进行了停播处理。 这场因虚假宣传引发的监管风暴，直接将小杨哥的直播生涯按下了长达九个月的暂停键。尽管两个月前，监管方面有所松绑，但却迟迟未现身抖音直播间带 货。 "抖音一哥"之争终见分晓： ...

缘何圈粉广告主？据悉，欢聚旗下多元产品矩阵覆盖全球超2.6亿的用户群体，拥有优质自有流量。在 此基础上，BIGO Ads更聚合了全球头部开发者的第三方流量池，覆盖了许多垂类广告的核心目标人 群。此外，欢聚广告业务也深度融合行业前沿的生成式AI技术。 欢聚集团董事会主席兼首席执行官李婷表示，2025年是欢聚集团成立以来的第二十个年份，也将是见证 公司多元增长战略初步落地的一年。目前，欢聚的多元增长战略成效显现，一方面，核心直播业务持续 盈利；另一方面，非直播业务上，BIGO Ads广告平台凭借AI驱动的用户洞察、智能创意和精准投放能 力，增长迅猛。期待这些创新进一步巩固欢聚的竞争优势，助力非直播业务成为新的增长引擎。 值得注意的是，一季度欢聚BIGO 毛利率和经营利润率均明显增长，非直播收入增长驱动所有其他业务 毛利率提升至42.1%。展望今年二季度，随着BIGO板块收入环比恢复增长，预计BIGO non-GAAP经营 利润额恢复环比增长。全年来看，预期今年BIGO板块整体non-GAAP经营利润额将保持稳定，并有望实 现增长，公司整体non-GAAP 的经营利润额会呈改善趋势。 直播创收3.713亿美元 第二 ...

Core Insights - The article discusses the practical application of AI in retail, highlighting successful case studies from various companies that have effectively integrated AI into their operations to enhance efficiency and profitability [1][3][4]. Group 1: AI Implementation Success Stories - "交个朋友" has utilized AI to create over 60 live-streaming e-commerce matrices, achieving a doubling of GMV [1]. - "叮咚买菜" employs AI algorithms to manage a combination of 4 million product categories, keeping end-to-end losses controlled at 1.5% [1]. - "物美" has developed an AI retail model that integrates product selection, replenishment, and clearance, resulting in a fivefold increase in sales [1]. Group 2: Challenges and Observations - While some companies have successfully restructured their businesses using AI, many others remain hesitant, caught in a cycle of observation and trial-and-error, fearing both exploitation and falling behind competitors [2]. - The article emphasizes the need for companies to move beyond theoretical discussions and engage directly with practical applications of AI in real-world scenarios [3][5]. Group 3: AI Learning and Networking Opportunities - The AI implementation workshop offers a hands-on experience, allowing participants to observe AI applications in action, such as AI algorithms reducing loss rates and optimizing live-streaming traffic distribution [6][13]. - The program includes discussions with 16 companies and platforms on various aspects of AI strategy and implementation, providing valuable insights for participants [4][14]. Group 4: Target Audience and Benefits - The workshop is designed for decision-makers in retail and consumption enterprises, digital service providers, and industry observers, aiming to help them navigate the complexities of AI integration [7][25]. - Participants will gain access to a repository of over 20 reusable case studies, networking opportunities with top executives, and ongoing resources post-workshop [11][27].

Core Insights - The Chinese consumer market is undergoing a structural adjustment, with traditional consumption growth engines under pressure while new consumer segments and interests emerge, leading to a focus on "finding consumption power" [1][3] - A report titled "Finding Consumption Power" highlights three major trends reshaping consumer choices: rational consumption dominating, value concepts reconstructing consumption patterns, and emotional drivers surpassing price drivers [1][3] Group 1: Industry Trends - The report identifies a shift from quantity to quality in consumption, necessitating businesses to understand the flow and activation of consumption power [3] - In the live e-commerce sector, "contradictory consumption" is pushing for quality improvements, with consumers seeking a balance between product quality and price, leading to a direct supply model [4] - The fast fashion industry is transitioning from scale expansion to value deepening, with a consensus on "closing small stores and opening large ones," driven by consumer demand for quality and personalization [4] Group 2: Consumer Behavior - The restaurant industry reveals a "curiosity-driven, quality-loyal" consumption logic, with successful restaurants having a high repeat customer rate of 60%, emphasizing the importance of refined operations and repurchase rates for sustained growth [4][6] - The craft beer market shows a structural shift in consumption scenarios, moving from offline to online and from niche to mainstream, with scenario innovation becoming a key growth point [6] - The development of the trendy toy industry reflects the value of IP content ecosystems, where rational consumer decision-making emphasizes emotional connections and social value as core growth drivers [6][8] Group 3: Future Outlook - The transformation in the consumer market is fundamentally a competition of "insight into human needs," where consumption power will not disappear but will shift and be reborn in new forms [8] - Future business winners will be those who can provide value in rational consumption, create experiences amidst diverse demands, and maintain long-termism in a rapidly changing environment [8]

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 trend of underage consumers engaging in high-value transactions, particularly in gaming and live streaming, is increasingly concerning, with a significant rise in related legal cases [2][3] Group 1: Trends in Underage Spending - There is a noticeable trend of younger consumers making large payments, with cases involving refunds for underage gaming and live streaming payments reaching nearly 700, with the highest single case amounting to 3.1 million yuan and an average case value exceeding 80,000 yuan [2] - Specific examples highlight the severity of the issue, such as one case where a minor spent over 40,000 yuan in one night for a game item, and another where a minor tipped 80,000 yuan during a live stream due to misleading promotions [2] Group 2: Legal and Institutional Responses - The Beijing Internet Court, as the first internet juvenile court in China, emphasizes the protection of minors in online environments and has developed guidelines to address irrational spending among minors [3] - Recommendations include enhancing account security management, establishing family rules for internet use, and promoting financial literacy among children to foster responsible spending habits [3]

Core Viewpoint - JOYY is seeking new growth engines amid a peak in global entertainment live streaming industry and declining growth rates [1][2] Financial Performance - In Q1 2025, JOYY reported revenue of $494 million, a decrease of 12.4% from $565 million in Q1 2024, primarily due to a sharp decline in live streaming revenue [1] - Core live streaming revenue was $371 million, down over 20% year-on-year [1][3] - The sale of YY Live generated a confirmed gain of approximately $1.876 billion, leading to a net profit of $1.92 billion attributable to shareholders [1] - Non-GAAP operating profit was $31 million, an increase of 24.9% year-on-year [1] Business Segments - JOYY's advertising business has shown strong performance, becoming a key driver for non-live business growth, with non-live revenue increasing by 25.3% to $123 million [2][6] - The non-live revenue from BIGO Ads grew by 27.3% to $80.26 million, accounting for over 60% of total non-live revenue [6] - The number of paying users in the BIGO segment decreased by 13.2%, with average revenue per paying user (ARPPU) declining by approximately 5.8% to $221.6 [2][3] Market Trends - The global live streaming market has seen a decline in user conversion rates since 2021, with high content investment and subsidy costs making profitability more challenging [3] - The industry is experiencing a shift as platforms seek new directions, with JOYY focusing on overseas markets and optimizing its revenue-sharing mechanisms [3][4] - Despite the decline in live streaming revenue, JOYY's live streaming income in developed markets increased by 2.8 percentage points to 47.4% [4] Strategic Focus - JOYY is shifting its strategic focus towards "tooling + advertising platform," moving towards B2B services [7] - The company aims to prioritize user growth in developed countries and the Middle East, responding to regional differences in online entertainment spending [3][7] - The market remains cautious about JOYY's transformation path, as balancing profitability and investment amid ongoing live streaming business fatigue is a key challenge for the upcoming quarters [7]

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 作者：薛亚萍 来源：字母榜 董宇辉也开始在直播间"表演"和品牌商谈判的戏码了 。 近日，董宇辉在直播间销售某品牌电视时，讲到一半，商家表示要收取最高200元的安装费。董 宇辉一听眉头紧皱，两手一摊，当场回绝，"不合理，你要这样，我不讲了，我不接受"。 当着镜头前数十万观众的面，董宇辉一直和商家谈判，"你们赶快商量，反正我不接受收费。我觉 得不合理。" 随后，商家负责人现场沟通、快速表态：刚才购买电视的朋友，全部免费安装！直播间弹幕纷纷 刷屏，观众直呼：董宇辉真的为消费者着想！ 董宇辉将与商家谈判的博弈过程搬到直播间的这一幕，似曾相识。 "与商家谈判砍价"是许多头部主播在直播间的惯用手法，目的是通过呈现谈判过程，强化主播为 消费者争取利益的人设，在粉丝心中建立了信任感。不过，这种手法常被消费者视为"套路"。 比如快手主播辛巴，经常在直播间与商家上演"砍价大战"；每年大促前，淘宝主播李佳琦都会将 自己与商家的谈判过程拍成了综艺节目；后来，抖音主播贾乃亮也做了一档记录与商家砍价过程 的综艺。 如今，董宇辉也将这一幕搬到观众面前。这类 与商家的谈判戏码， ...

Core Insights - The rise of live streaming has revitalized small businesses, allowing them to significantly increase sales and customer engagement [1][3][4] - Live streaming is evolving from influencer-driven sales to a more professional and direct shopping experience for consumers, enhancing brand loyalty and transparency [2][5] - The trend of "store broadcasting" is becoming mainstream, with a notable increase in participation from small and medium-sized enterprises [4][9] Group 1: Impact on Small Businesses - Small shops like "Dog Fu Gui" and "Lang Zai Jia" have successfully leveraged live streaming to boost sales, with some reporting revenue increases of over 3000 yuan in a single night [1][3] - The average daily sales from live streaming can reach 7000 to 8000 yuan, with weekend sales exceeding 10,000 yuan, showcasing the effectiveness of this channel [4] - The number of daily live streaming sessions initiated by small and medium-sized restaurants has surpassed 6000, indicating a growing trend in the industry [4] Group 2: Consumer Engagement and Trust - Consumers appreciate the direct interaction and detailed product explanations provided during live streams, which enhances their shopping experience and trust in the brand [5][6] - The "slow live streaming" approach allows for a more relaxed shopping environment, contrasting with the high-pressure tactics often seen in influencer-led sales [5] - Live streaming serves as a platform for real-time feedback, enabling businesses to adapt their offerings based on consumer suggestions [6] Group 3: Industry Trends and Future Outlook - The live streaming e-commerce market is projected to reach a GMV of 4.3 trillion yuan by November 2024, with store broadcasting contributing 52% of this total [1][9] - The number of merchants achieving over 100 million yuan in sales through store broadcasting has exceeded 1000, reflecting the growing success of this model [4] - Regulatory measures are being developed to ensure sustainable growth in the live streaming sector, addressing issues such as privacy protection and data management [9][10]

Group 1 - The core revenue for the company in Q1 2025 was $49.44 million, with non-live streaming revenue reaching $12.3 million, representing a year-on-year growth of 25.3% [2] - Live streaming revenue amounted to $37.13 million, with BIGO Live contributing $35.16 million. The company has established a diverse product matrix in live streaming, short videos, and instant messaging, creating a globally influential user community [2] - The live streaming segment enhanced regional user engagement through localized operational strategies, leading to increased user stickiness and improved paid conversion rates. Monthly active users for Bigo Live in North America grew over 7% year-on-year, with paid user numbers increasing approximately 4% quarter-on-quarter [2] Group 2 - In the non-live business segment, the BIGO Ads advertising platform experienced rapid growth, driven by AI-powered user insights, smart creativity, and precise targeting capabilities. The advertising business grew approximately 27% year-on-year in Q1 [3] - The company's chairperson and CEO, Li Ting, stated that 2025 marks the 20th anniversary of the company, and the results of its diversified growth strategy are becoming evident. The company plans to further advance its diversification strategy with the steady development of live streaming and the expansion of advertising and other business scales [3]