随着居民收入水平提高和消费观念转变，服务消费在总消费中的占比不断提升，教育、医疗、养老、文 化、旅游等服务性消费正成为新的增长点。2024年全国居民家庭消费中服务消费的比重达到47%，这种 结构性变化使得传统以商品消费为主的社零额统计方式难以全面反映当前消费增长的全貌，亟须建立更 全面、更精准的消费统计指标体系。 消费市场的新趋势新变化 北京商报：近年来，消费在经济中的地位越来越重要。您能否先为我们介绍一下当前消费市场的新变 化？ 消费市场正在经历一场深刻的结构性变革。国务院发展研究中心市场经济研究所研究员王微在接受北京 商报记者采访时表示，随着经济发展阶段的演进，我国消费市场正从商品消费为主导向服务消费转型， 这一转变既带来了新的增长机遇，也面临着诸多挑战。在这一关键调整期，如何准确把握消费市场的新 特征、新趋势，并通过政策引导和市场机制的双重作用，推动消费持续健康发展，成为当前经济工作的 重要课题。 长期以来，社会消费品零售总额（以下简称"社零额"）是观察消费市场的主要指标，其增速曾长期高于 GDP增长。但近年来，伴随GDP增速放缓，我国社零额增速出现持续放缓趋势。今年1—5月，在以旧换 新等提振消费政策 ...

自偷逃税事件后，鲜少现身公众视野的薇娅再度传来新动态。 在中国乡村发展基金会近日发布的微博中，便能看到薇娅夫妇的名字。今年7月，在中埃建交55周年活动现场，还 有网友拍到薇娅出现在嘉宾席第一排。 回溯过往，在直播电商行业迅猛发展的浪潮中，薇娅曾凭借卓越的带货能力和强大的商业影响力，一度稳坐直播 赛道"带货一姐"的宝座。然而，2021年的税务风波如同一道惊雷，让她的直播事业戛然而止。 雷达财经注意到，在税务风波后的近4年时间里，薇娅更加积极地投入公益活动和救助。曾经的"带货一姐"虽已告 别直播间，却从未真正"离场"，而她的丈夫董海锋则在"台前"积极运作。如今，这对夫妻档正以不同于以往的组 合模式，操盘着属于她们的商业版图。 昔日直播"带货一姐"，频繁投身公益活动 今年7月，华北地区持续遭遇强降雨，对北京、天津、河北等地部分乡村造成严重汛情灾情。面对此次天灾，社会 各界纷纷伸出援手，薇娅夫妇也迅速响应，通过中国乡村发展基金会捐赠100万元物资，帮助京津冀地区受灾群众 的紧急救援和过渡安置。 雷达财经梳理发现，早在税务风波发生之前，薇娅夫妇就曾频繁投身公益活动。她们在公益领域的动作，不时便 会引来外界的关注。 20 ...

Core Insights - The rise of niche interest categories in e-commerce, driven by platforms like Douyin, is transforming previously small markets into significant consumer segments [1][2][20] - Douyin e-commerce is breaking down barriers for niche products, allowing businesses to reach wider audiences and create new consumption dynamics [2][22] Group 1: Niche Market Growth - Douyin has enabled niche products such as pet supplies, perfumes, and traditional clothing to gain mainstream attention, with significant sales figures reported [1][7][10] - The interest-driven consumption trend is fueled by younger generations seeking emotional value and self-expression through unique products [1][2] Group 2: Business Transformation - Many traditional businesses are successfully transitioning to brand-focused models, enhancing their market presence and driving regional economic growth [2][18] - The platform's unique content-driven approach allows businesses to engage with consumers in real-time, fostering loyalty and expanding customer bases [5][9] Group 3: Industry Data and Trends - Douyin e-commerce has seen a 175% year-on-year growth in the water pet category, with significant increases in related product sales [7][20] - The domestic perfume market has experienced over 20% compound annual growth, with Douyin facilitating the rise of local brands against international competitors [10][12] Group 4: Regional Economic Impact - Douyin is acting as a catalyst for regional industry upgrades, with areas like Guangdong and Fujian seeing substantial growth in their niche markets [20][22] - The platform has helped increase the number of businesses in niche sectors, with a reported 39% growth in the number of interest industry merchants [20][22]

Core Viewpoint - Shanghai's Hongqiao International Central Business District has launched an action plan to promote high-quality development of the live commerce economy, aiming to establish a series of billion-yuan live commerce bases by 2026 and enhance the overall ecosystem of live commerce [1][2][3]. Group 1: Development Goals - By 2026, the Hongqiao International Central Business District plans to create a number of billion-yuan live commerce bases, positioning itself as a key hub for Shanghai's live commerce economy [2][3]. - The action plan includes the establishment of a global exhibition live broadcast center, a service port for live commerce, and multiple specialized bases [5][6]. Group 2: Infrastructure and Support - The action plan emphasizes the need for continuous improvement in talent training, evaluation, and infrastructure for live commerce, including financial support tailored to the needs of live commerce entities [4][6]. - Financial institutions are encouraged to develop high-quality financial products and services that cater to the needs of live commerce businesses, including customized service packages for small and micro enterprises [4]. Group 3: Innovative Initiatives - The plan outlines initiatives to support live commerce platforms and MCN organizations in expanding internationally, particularly through the development of "Silk Road e-commerce" and cross-border live commerce [6]. - The Hongqiao area has already established 22 Silk Road e-commerce national pavilions, with a reported 29% increase in export trade volume from partner countries in the first half of the year [6]. Group 4: Collaborative Efforts - The action plan aims to foster collaboration among various stakeholders by establishing a live commerce service alliance and promoting the integration of live commerce with different industries [7]. - Specific initiatives include the creation of "live + e-commerce" bases and the promotion of "live + professional services" to enhance brand visibility and consumer engagement [7].

Group 1 - The core viewpoint is that short video and live streaming e-commerce platforms, such as Douyin, are becoming dominant organizational methods in the digital economy, enabling physical businesses to break spatial and temporal limitations and provide higher quality products and services through digital means [1][2] - The integration of live streaming e-commerce with "interest industry belts" significantly reduces transaction costs and enhances profitability for traditional manufacturing enterprises, allowing them to respond quickly to consumer demands and trends [3][4] - Live streaming e-commerce empowers "interest industry belts" by creating new consumption models and connecting supply and demand, enabling manufacturers to better target niche markets and adapt to changing consumer preferences [4][5] Group 2 - Short video and live streaming platforms help manufacturing enterprises build their own brands and meet new consumer demands by offering personalized products and enhancing consumer trust through direct content presentation [5] - The rise of "interest industry belts" driven by live streaming e-commerce fosters the development of new brands and stimulates diverse consumer needs, contributing to the overall growth of the digital economy [2][4]

Core Insights - Douyin E-commerce launched the "Interest Industry Belt Support Plan" in Guangzhou, marking a significant step in integrating digital economy with the real economy, aimed at fostering new consumption dynamics and driving industrial upgrades [1][6] Group 1: Interest Consumption Rise - The concept of "Interest Industry Belt" refers to geographic clusters of products that fulfill consumers' emotional and spiritual needs, characterized by niche, cultural, and social aspects [3] - In the past year, five interest industry belts on live-streaming e-commerce platforms achieved a payment GMV exceeding 10 billion, with 57 belts surpassing 100 million, and Guangzhou's related order volume exceeding 340 million [3] Group 2: Digital Empowerment and Upgrading - The growth of interest industry belts is facilitated by live-streaming e-commerce platforms, which have lowered operational barriers for small and medium-sized businesses through policies like zero-cost entry and zero-commission on product cards [4] - The complete industry chain for the Guangzhou water pet industry belt includes "pet breeding + equipment maintenance + knowledge payment," showcasing a successful transition from traditional offline models to online integration [4] Group 3: Building a Guangzhou Model - Guangzhou has been designated as a key area for pet consumption, with Douyin E-commerce providing services such as traffic subsidies and operational training to stimulate local industry vitality [6] - Douyin E-commerce's initiatives have reached 130 cities across 27 provinces, helping 332 industry belts achieve order volumes exceeding 10 million and 830 belts with sales over 100 million [6] Group 4: Economic Growth through Interest Consumption - Interest consumption is identified as a crucial direction for consumption upgrade, transforming niche interests into new growth for the real economy [7] - The ongoing implementation of the "Interest Industry Belt Support Plan" is expected to deepen the integration of digital and real economies, contributing to the construction of a new development pattern and fostering new productive forces [7]

市场监管总局近日召开2025年直播带货食品安全行政指导会，为直播电商行业健康发展再敲警钟、再划 红线。筑牢直播带货安全堤坝，是亿万消费者对"舌尖上的安全"的殷切期盼。 平台企业应完善责任体系。一方面，用好技术赋能。运用AI系统实时筛查主播话术，拦截虚假宣传； 利用区块链实现商品全流程溯源，杜绝"三无"产品。另一方面，强化制度约束。严审商家资质，对违规 者实施"违规即禁播"的惩戒措施；优化算法规则，释放"算法向善向好向上"效应，让合规经营者获得更 多流量支持。 主播群体应深植诚信基因。头部主播应发挥示范效应，面向消费者公示选品标准、流程及质检报告，以 透明保障"高质"；中小主播应摒弃短视逐利、低质炒作，以诚信经营积累口碑和信任。 直播电商业态行稳致远，须始终坚持"以用户为中心""以安全为重心"发展理念。监管固然重要，但平台 和主播主动参与生态共治，将保障安全与提升品质内化为自觉行动十分必要。有力监管与合力共治的有 效结合，将护航直播电商行业实现规范健康发展。 (责任编辑：朱赫) 近年来，相关部门积极作为，从专项整治雷霆出击到监管体系织密扎牢，从主体责任层层压实到法规制 度与时俱进，国家以坚定行动传递出明确信号： ...

（来源：电商行业） 机遇之下，哪怕暗礁遍布、风浪四起，总有人想要出去闯一闯。 出品 | 电商行业 作者 | 林羽 头部主播纷纷将目光瞄准海外 今时不同往日，曾经呼风唤雨的直播带货天王们，已经不像往年那样高调了。 有的因为塌房导致消费者信任危机，逐渐消失于公众视野；有的因为市场竞争加剧和政策调整，正将事 业重心转向别的领域。 直播电商出海，就是一个新机遇。 在数字经济重构全球商业生态的进程中，直播电商正崛起为中国供应链与全球消费市场之间的战略级基 础设施。这一数字化纽带不仅实现了供需两端的高效匹配，更通过场景化展示、实时互动和算法推荐， 构建起覆盖生产、流通、消费全链条的智能化通路，为新时代跨境商贸注入强劲动能。 而且随着国内直播电商市场规模增速放缓，头部主播和MCN机构正面临流量红利消退、竞争加剧的压 力，没有谁能一直站在巅峰，更没有人能长久立于不败之地。 在这样的大背景下，头部主播及MCN机构纷纷调转船头，将目光瞄准海外市场以寻求新的增长点。 自从小杨哥因假货风波陷入国内停播困境，三只羊便果断将业务重心转向海外，大力布局TikTok。替小 杨哥充当出海先锋的，是大徒弟"红绿灯的黄"。 今年4月底，小杨哥大徒 ...

想要让职业弹幕人彻底退场，光靠一次处罚还不够，要持续完善相关法律法规，为消费者权益保驾护 航，让直播营销回归诚信本质，才能促进直播电商行业的健康可持续发展。 "7天暴瘦10斤""喝酒夜宵也能瘦"……进入直播间，这类极具煽动性的弹幕是不是让人看得上头？然 而，这些宣称的神奇效果往往并非消费者真实体验，而是职业弹幕人精心炮制的营销话术。 直播乱象始于平台，根治亦需平台发力。平台作为第一道防线，必须压实管理责任，运用技术手段识别 高频异常评论，利用机器学习算法追踪机器文本，构建智能防控体系，对可疑弹幕实时拦截预警。同 时，应优化流量推荐机制，降低虚假互动数据权重，引导商家回归产品与服务质量的良性竞争。近期出 台的《直播电商监督管理办法（征求意见稿）》提出的黑名单制度，正是强化对违规主体惩戒的重要一 步。 从首案破冰到长效治理，直播弹幕"弹"出的应是真实客观的消费评价，而不是精心设计的营销陷阱。唯 有彻底刺破流量泡沫，让直播营销回归诚信本质，才能促进直播电商行业的健康可持续发展。 （文章来源：经济日报） 相较传统的商品评价，直播的沉浸感、即时性与强互动性，使得弹幕更具迷惑性和煽动性，极易诱导消 费者跟风消费。职业弹幕 ...

直播电商业态行稳致远，须始终坚持"以用户为中心""以安全为重心"发展理念。监管固然重要，但平台 和主播主动参与生态共治，将保障安全与提升品质内化为自觉行动十分必要。有力监管与合力共治的有 效结合，将护航直播电商行业实现规范健康发展。 市场监管总局近日召开2025年直播带货食品安全行政指导会，为直播电商行业健康发展再敲警钟、再划 红线。筑牢直播带货安全堤坝，是亿万消费者对"舌尖上的安全"的殷切期盼。 （文章来源：经济日报） 近年来，相关部门积极作为，从专项整治雷霆出击到监管体系织密扎牢，从主体责任层层压实到法规制 度与时俱进，国家以坚定行动传递出明确信号：新业态的活力值得珍视，侵犯消费者权益的漏洞必须补 上。 平台企业应完善责任体系。一方面，用好技术赋能。运用AI系统实时筛查主播话术，拦截虚假宣传； 利用区块链实现商品全流程溯源，杜绝"三无"产品。另一方面，强化制度约束。严审商家资质，对违规 者实施"违规即禁播"的惩戒措施；优化算法规则，释放"算法向善向好向上"效应，让合规经营者获得更 多流量支持。 主播群体应深植诚信基因。头部主播应发挥示范效应，面向消费者公示选品标准、流程及质检报告，以 透明保障"高质"；中 ...