厂商乘流量东风 试水C端市场，一些代工厂选择牵手直播机构。北京商报记者了解到，近日东方甄选一款国产白虾产品 成为大爆款，过去三个月，近40天时间都处于断货状态。据东方甄选数据统计，该款产品累计卖出超过 20万单，GMV超1900万。 水体循环每天36次确保虾线清洁、单个活虾速冻不用二次解冻、客群精准30—45岁有家庭的女性……为 了实现"出品即爆款"，直播机构与代工厂在细节上斤斤计较，以求对市场预判能够"零误差"。近日，正 大电商水产运营总监郭保春向北京商报记者还原了其与东方甄选合力打造爆款国产白虾的生产逻辑与运 营思路：为适应直播渠道，工厂经历了一系列养殖和产品调整，投入超过1亿元，年产能从300吨上涨至 540吨。 双方联手自有品牌，直播机构借此沉淀品牌心智，还能借机摆脱品牌商的钳制，而代工厂可触达C端消 费者，扩大销售规模。据了解，在投入前期，部分直播机构会及时监测投流策略并收集更多的用户反 馈，盈利反而不是首要关心的事情。 头部直播机构深入供应链，是破除直播货品同质化的有效手段，更是"流量思维"向"品牌思维"的深度转 型。近年来，尖锋食客、美腕优选等自有品牌在食品、日用品等高频类目持续圈地。不过，机构 ...

Core Viewpoint - The article highlights the remarkable rise of a grassroots streamer, "Li Baobao," who achieved over 1.5 billion yuan in sales during a single day of live streaming, surpassing well-known hosts and capturing significant attention in the e-commerce industry [1][4][6]. Group 1: Li Baobao's Success Factors - Li Baobao's success is attributed to a combination of emotional storytelling and strategic marketing, particularly leveraging his wedding as a live streaming event to engage viewers [12][20]. - The content strategy focused on creating a strong emotional connection with the audience by transforming significant life events into shopping experiences, which resonated with his existing fan base [12][17]. - The team behind Li Baobao, particularly the support from established streamer Dong Yanying, provided essential resources, including planning, traffic generation, and supply chain management, which significantly contributed to the success of the live stream [20][22]. Group 2: Market Dynamics and Platform Influence - The article discusses how Douyin's (TikTok) algorithm favors the growth of mid-tier and grassroots streamers, allowing for a more diverse e-commerce ecosystem and reducing the dominance of top-tier hosts [25][26]. - Douyin's shift towards "de-headification" in its algorithm has created opportunities for unique content creators like Li Baobao, who can connect with niche audiences effectively [25][26]. - The rising cost of traffic on Douyin makes it challenging to cultivate super hosts across all categories, thus providing a pathway for specialized streamers to thrive in targeted markets [26][27]. Group 3: Challenges Ahead - Despite the initial success, the sustainability of Li Baobao's model is questioned due to the rapid turnover of internet celebrities and the challenges of maintaining audience engagement over time [29][30]. - The reliance on a specific event, such as a wedding, for success raises concerns about the ability to replicate such emotional narratives in the future [31][32]. - The article emphasizes the need for continuous content innovation and product quality to avoid audience fatigue and ensure long-term viability in the competitive live-streaming market [33][34].

Core Viewpoint - The State Administration for Market Regulation (SAMR) emphasizes the importance of food safety in the rapidly growing live-streaming e-commerce sector, highlighting issues such as false advertising and counterfeit products [1][2]. Group 1: Meeting Outcomes - The SAMR held a meeting on July 18, 2023, to address food safety in live-streaming e-commerce, urging platforms and influencers to prioritize food safety [1]. - A recent special inspection revealed that some food products and agricultural products exceeded permissible limits for food additives and pesticide residues, necessitating immediate attention [1]. - The meeting called for strict implementation of food safety responsibilities and risk control measures in response to inspection findings [1]. Group 2: Recommendations for Industry - Companies in the live-streaming e-commerce sector must establish a strong food safety awareness and treat it as a critical aspect of their business development [1]. - The SAMR encourages platforms to enhance the internal motivation and market vitality of their operators, optimizing resource allocation to support businesses that ensure product quality and food safety [1]. - The SAMR plans to strengthen policy guidance and institutional development to promote accountability among platforms and operators, aiming for improved quality safety awareness and management practices [2].

Group 1 - The event on July 15 celebrated the 11th World Youth Skills Day, featuring a competition for internet marketers (live salespersons) in Hangzhou High-tech Zone (Binjiang) [1][2] - The competition included both theoretical and practical components, attracting top MCN organizations and companies, highlighting the growing importance of live e-commerce [1][2] - Participants emphasized the need for audience interaction and effective marketing strategies, showcasing the evolving skills required in the live e-commerce sector [1][2] Group 2 - The competition aimed to assess participants' abilities in script design, traffic acquisition, compliance risk control, and adaptability, reflecting the diverse skill set needed in the digital economy [2] - The live e-commerce industry is rapidly expanding, with over 300 live e-commerce companies located in Hangzhou High-tech Zone (Binjiang), indicating significant job creation and economic impact [2] - Winners of the competition received national vocational skill certification as internet marketers (live salespersons) and were recognized as "Technical Experts" in the region, underscoring the professionalization of this emerging field [2]

Core Insights - The live e-commerce industry is shifting from influencer-driven sales to brand self-broadcasting, with brand self-broadcasting and shelf scenarios expected to account for 70% of Douyin's e-commerce GMV by mid-2025, while influencer sales will drop to about 30% [1] - The total sales of live e-commerce in China is projected to reach 4.3 trillion yuan in 2024, with store broadcasting contributing 52% of this figure, indicating a significant trend towards self-broadcasting by merchants [1][2] - The growth of live e-commerce users remains strong, with over 80% of the e-commerce growth in 2024 expected to come from live e-commerce, although the average spending per user in live e-commerce is lower than the overall e-commerce average [2] Industry Trends - Factors driving brands to adopt self-broadcasting include the large market potential of live e-commerce, a mature ecosystem that lowers entry barriers, platform support for brand live streaming, and the ability for brands to control pricing and content [2] - The complaint rate in live e-commerce has decreased significantly, indicating a trend towards greater regulation and professionalism in the industry, with complaints dropping from a growth rate of 52.49% in 2023 to 19.29% in 2024 [2] - The industry is transitioning from a focus on price and traffic to a focus on professionalism, quality, and service, leading to more refined operations and better sourcing [2] Technological Integration - Data and AI technologies are becoming increasingly valuable in the live e-commerce sector, with platforms focusing on improving matching efficiency between consumers and products through data collection and algorithm optimization [3] - Some e-commerce businesses are utilizing AI digital avatars to maintain operational efficiency in live broadcasts, filling gaps left by human hosts [3] - A collaborative approach involving all stakeholders in the industry chain, including platforms, merchants, hosts, consumers, and government, is essential for creating a healthy ecosystem and enhancing consumer experience [3]

Core Insights - The article highlights the innovative approach of a company named "域骉电商直播孵化基地" in transforming the jewelry industry through e-commerce and live streaming, led by entrepreneur Li Shuai [1][4] Group 1: Company Overview - The "域骉电商直播孵化基地" serves as a one-stop e-commerce service platform aimed at facilitating the digital transformation of the jewelry industry [1][4] - The company is located in Guangzhou's Huayin International Jewelry Market, which is recognized as China's largest jewelry distribution center, benefiting from a mature supply chain and diverse product offerings [2][4] Group 2: Business Model and Strategy - Initially, the company faced skepticism regarding live streaming as a sales method, but through immersive live broadcasts, it demonstrated significant sales potential, attracting attention from other merchants [2][3] - To adapt to market demand, the company shifted from a reactive to a proactive approach by signing on imitators and providing training on live streaming and e-commerce operations [3][4] Group 3: Social Responsibility and Community Engagement - Li Shuai, as a representative of the local community, emphasizes the importance of social responsibility, actively participating in various charitable activities and community service projects [5][6] - The company has contributed to local infrastructure projects and supported vulnerable groups, such as providing financial assistance to workers in distress [6][8] Group 4: Future Aspirations - The company aims to continue expanding its influence in the jewelry sector while exploring new verticals such as clothing accessories and health products, leveraging its successful transformation model [12]

Market Overview - The Shanghai Composite Index experienced a decline of 0.42%, closing at 3505 points, while the Shenzhen Component Index rose by 0.56% to 10744.56 points, and the ChiNext Index increased by 1.73% to 2235.05 points, indicating mixed market performance [1] - The total trading volume in the Shanghai and Shenzhen markets reached 16,353 billion yuan, an increase of over 1,500 billion yuan compared to the previous day [1] - Various sectors showed weakness, including electricity, coal, liquor, tourism, and oil, while sectors like steel, chemicals, non-ferrous metals, banking, and pharmaceuticals also faced challenges [1] Investment Opportunities - Longcheng Securities highlighted the importance of focusing on stocks with earnings that exceed expectations as half-year reports are gradually disclosed [1] - The technology growth sectors, particularly semiconductors, artificial intelligence, and consumer electronics, are recommended for attention due to their potential despite recent volatility [1] - New consumption and innovative pharmaceuticals are expected to maintain upward momentum after short-term adjustments, while stable sectors like banking and public utilities still hold investment value [1] Energy Sector Developments - The Gansu Provincial Development and Reform Commission proposed a capacity pricing mechanism for coal power units and new energy storage, which is expected to enhance investment certainty in domestic energy storage projects [2] - With the establishment of the capacity pricing mechanism, the demand for energy storage is anticipated to grow significantly, benefiting leading manufacturers in the energy storage supply chain [2] Technology Sector Updates - Nvidia announced the resumption of H20 chip sales in China, introducing a new GPU that complies with local regulations, which is expected to drive continued demand for AI-related chips [3] - The H20 chip, modified under U.S. export restrictions, retains advantages in software ecosystems and cluster interconnectivity, suggesting ongoing procurement by downstream clients [3] - The release of the Kimi K2 model by Moonlight Dark Side, featuring 1 trillion parameters, is expected to boost demand for AI computing power, benefiting sectors like AI chips, servers, and data centers [4] Regulatory Changes - The Ministry of Industry and Information Technology is working on mandatory national standards for mobile power supplies, which will impose stricter technical requirements on products like power banks [5] - The National Financial Supervision Administration released interim measures to regulate local asset management companies, focusing on risk management and operational boundaries [7] - The market for potassium fertilizers is under scrutiny due to recent price surges, with authorities planning to enhance supply to stabilize prices [7] E-commerce Regulation - The State Administration for Market Regulation is intensifying efforts to address issues in the live e-commerce sector, aiming to protect consumer rights and enforce compliance among industry participants [8] Strategic Investments - Zhiyuan Robotics received strategic investment from Charoen Pokphand Group, which will support its exploration in various verticals including life sciences and new retail [9]

Group 1: Government Initiatives - Shanghai Municipal Party Committee and the Cyberspace Administration of Shanghai launched "Several Measures to Support Quality Internet Content Creation," outlining nine support policies including financial incentives, talent policies, scene construction, and overseas support [1][6] - The Ministry of Industry and Information Technology is soliciting opinions on the revision of the "Mobile Power Safety Technical Specifications," which will impose stricter technical standards on mobile power supplies, including power banks [3][4] Group 2: Economic Data - The National Bureau of Statistics reported that China's GDP for the first half of the year reached 660,536 billion yuan, with a year-on-year growth of 5.3%. The primary, secondary, and tertiary industries grew by 3.7%, 5.3%, and 5.5% respectively [3] - The second quarter GDP growth was 5.2%, with a quarter-on-quarter increase of 1.1% [3] Group 3: Corporate Developments - Geely Holding Group announced the signing of a merger agreement between Geely Automobile and Zeekr Technology, with Geely acquiring all outstanding shares of Zeekr, offering shareholders the option of cash or stock exchange [3][14] - Bubble Mart expects its revenue for the six months ending June 30, 2025, to grow by no less than 200% year-on-year, with profits potentially increasing by no less than 350% [13][14] - Xpeng Huitian announced the completion of a $250 million Series B financing round, indicating a $100 million amount for the B2 round [13][15] Group 4: Market Trends - The banking sector has shown an upward trend, with several A-share listed banks, including Xiamen Bank and Shanghai Pudong Development Bank, seeing stock price increases of over 30% this year [8] - The eleventh batch of national drug centralized procurement has been initiated, focusing on quality control and compliance in the procurement process [5] Group 5: Strategic Partnerships - Ningde Times signed a strategic cooperation agreement with T3 Mobility to advance Robotaxi business development, leveraging its battery swap and intelligent technology solutions [13][16] - BMW China partnered with Momenta to develop a smart driving assistance solution based on a large model, applicable to multiple vehicle models [13][16]

Group 1 - The core viewpoint of the news is the departure of the popular live streamer Dondon from Dongfang Zhenxuan, indicating a shift in the live streaming industry dynamics and personal branding conflicts with institutional control [2][5] - Dondon, who joined New Oriental in 2017 and became a prominent live streamer focusing on beauty and skincare, expressed a desire to explore new opportunities as he approaches 30 years old [5] - Guangzhou is emerging as a highly attractive city for live streaming e-commerce, with Dondon considering a move there, reflecting the city's growing significance in the industry [2][5] Group 2 - Guangzhou's live streaming e-commerce retail sales are projected to reach 517.1 billion yuan in 2024, accounting for one-fifth of the national total [6] - The city has 182 industrial belts selling products on Douyin, leading the nation, with skincare products being particularly popular among consumers [6] - The local government is actively promoting the development of the live streaming e-commerce sector, aiming to digitalize 100 traditional markets by 2027 and increase the number of live streaming influencers to over 100,000 [6] Group 3 - The return of the leading MCN Xinxuan Group to Guangzhou after relocating to Hangzhou highlights the importance of proximity to supply chains, particularly in fashion and beauty products [7] - Xinxuan Group's decision to move back is influenced by the concentration of manufacturing in Guangdong, allowing for better access to original production sites [7]

Core Viewpoint - The meeting held by the State Administration for Market Regulation emphasizes the urgent need to address prominent issues in the live e-commerce industry, aiming to enhance regulatory enforcement and protect consumer and operator rights [1] Group 1: Regulatory Focus - The meeting highlighted the importance of improving political awareness regarding the urgency of addressing issues in the live e-commerce sector [1] - It identified key tasks for the special rectification of live e-commerce, focusing on problem-oriented approaches [1] - The goal is to enhance public satisfaction and sense of gain from live e-commerce activities [1] Group 2: Regulatory Measures - The meeting called for the establishment of rules and systems to enforce legal responsibilities among all participants in the live e-commerce industry [1] - It emphasized the need for comprehensive supervision to improve the regulatory capabilities against various risks in live e-commerce [1] - The meeting proposed to enrich the regulatory toolkit to address prominent contradictions and challenges faced in live e-commerce regulation [1] Group 3: Enforcement and Coordination - A strong stance was taken to severely crack down on illegal activities within the live e-commerce sector [1] - The meeting stressed the importance of coordinated efforts for comprehensive governance of the live e-commerce industry [1] - It called for strengthened organizational leadership to ensure effective implementation of the special rectification measures [1]