打造垂类直播账号于直播机构而言早已不新鲜，除了美腕，东方甄选、交个朋友等机构更是开出了一系列账号矩阵，细化到美妆、书籍、生鲜、酒饮等类 目。以更精细化的运营切入特定客群，是直播机构对增量的渴望。不过，这也对直播间的选品、运营能力提出更高要求。 做"爸妈"的生意 时隔两年多，美腕又孵化出一个新账号。近日，美腕的淘宝新直播间"所有爸妈的幸福家"正式开播，由李佳琦直播间的助播阿秋带队经营该账号。5月6日晚 间，该直播间的场观量超过240万，上架的商品链接超过130个，售卖的品类包括黄金、服饰、生活、食品等，主要以中老年客群的喜好来进行选品。 美腕开始聚焦银发经济。近日，美腕的新直播间"所有爸妈的幸福家"正式开播，直播两天内账号粉丝量增超16万，主要针对中老年客群售卖服饰、食品等品 类。同时，直播间通过放慢主播语速、放大字体、邀请中老年模特等方式来迎合用户的观感体验。 缓解流量焦虑 从"所有女生"到"所有爸妈"，字面上能够看出美腕对于直播间客群的扩大与延伸。毋庸置疑，新直播间能为公司带来显著的流量效应，新增收入来源。而这 背后，是头部主播在竞争压力下对全新增长空间的迫切需求。 据了解，"所有爸妈的幸福家"直播间将针对 ...

Core Viewpoint - The article discusses Li Jiaqi's new live streaming account "All Parents' Happy Home," which targets the growing silver economy by focusing on middle-aged and elderly consumers, aiming to capture new growth opportunities in this demographic [2][10]. Group 1: New Live Streaming Account Launch - Li Jiaqi's new live streaming account debuted on May 5, attracting over 1 million viewers within two hours and gaining more than 100,000 new followers on the first day [2][3]. - The live stream featured family members of the team, including Li Jiaqi's mother, showcasing a theme of "returning to 20 years old" and promoting a consumer philosophy that emphasizes quality for older generations [2][3]. Group 2: Product Offerings and Target Audience - The new account offers a variety of products, including clothing, accessories, food, and beauty items, with approximately 50% designed specifically for older adults [3][4]. - The product price range is broad, with items priced from 29.9 yuan to over 10,000 yuan, indicating a focus on quality and lifestyle for middle-aged and elderly consumers [6][10]. Group 3: Market Trends and Consumer Behavior - The article highlights the increasing number of internet users aged 50 and above, with 3.29 billion monthly active users in this demographic, indicating a significant market potential [10][15]. - The silver economy is characterized by a high online payment rate of 75.4% among users aged 60 and above, with an annual consumption capacity exceeding 7 trillion yuan [10]. Group 4: Competitive Landscape - Other platforms like Douyin and Kuaishou are also targeting the middle-aged and elderly market, with various strategies to attract this demographic, including lower-priced products and relatable content [12][14]. - The article notes that while Li Jiaqi's main account has a massive following, his new account's audience is still developing, reflecting the challenges of penetrating this specific market segment [8][10]. Group 5: Challenges Ahead - Despite the potential, the article points out that the online shopping penetration rate among older adults remains low, presenting a challenge for Li Jiaqi to engage this audience effectively [15]. - Issues such as price sensitivity, lower acceptance of live streaming, and the need for tailored after-sales services for older consumers are highlighted as critical factors that need to be addressed [15].

Core Insights - The report titled "Live E-commerce Industry High-Quality Development Report (2023-2024)" highlights the transition of the live e-commerce industry towards a focus on "quality live streaming" [1][3] - Li Jiaqi's live streaming sessions are recognized as a benchmark for the industry, showcasing rigorous product selection and high-quality service [3][4] Industry Overview - The live e-commerce sector is moving away from rapid, unregulated growth towards a new phase centered on quality, driven by increasing consumer demands for product quality and shopping experience [3][7] - The blue paper, compiled by authoritative institutions, emphasizes the positive impact of live e-commerce on social economic value growth, brand value enhancement, and supply chain optimization [3][4] Li Jiaqi's Role - Li Jiaqi's team has established a strict product selection mechanism and quality control system, ensuring high-quality products and services for consumers [4][6] - The team's commitment to quality has garnered widespread consumer praise and set a quality-first standard for the industry [4][6] Future Directions - Key areas for the industry's high-quality development include enhancing quality management, improving professional standards, deepening technological innovation, and optimizing user experience [7] - Li Jiaqi's team is dedicated to continuous improvement and innovation, responding to industry calls for better quality management and professional standards [7]

Group 1 - The core viewpoint of the news is that the live e-commerce industry in China is experiencing significant growth, with retail sales expected to reach 4.3 trillion yuan from January to November 2024, contributing 80% of the e-commerce sector's growth [2] - Various platforms, including WeChat Video Accounts and Xiaohongshu, are actively participating in live e-commerce, creating a diversified ecosystem alongside established platforms like Taobao, Douyin, and Kuaishou [2] - The report highlights that companies are enhancing their live e-commerce ecosystems to build brands and drive sales, indicating a trend towards normalization and standardization in the industry [2] Group 2 - Small and medium-sized businesses are leveraging live e-commerce to expand their sales, with over 200,000 such businesses expected to utilize live streaming for new revenue in 2024 [5] - The number of small and medium-sized businesses achieving sales over 1 million yuan through live streaming has increased by 120%, showcasing a significant growth in this segment [5] - The self-broadcasting capability of small and medium-sized businesses on Douyin has grown by 165%, with total sales reaching 659.1 billion yuan [5] Group 3 - The live e-commerce model has been particularly beneficial for niche industries, such as the swimwear industry in Huludao, where local entrepreneurs have successfully utilized live streaming to boost sales [7] - The report indicates that 332 industrial belts have achieved over 10 million orders through live streaming, with the fastest-growing sales coming from provinces like Guizhou, Anhui, and Guangxi [8] - The live e-commerce trend is enabling smaller brands and businesses to express themselves and connect with consumers, thus enhancing understanding and trust between producers and consumers [8]

Core Insights - The report analyzes the development status, value, direction, and future trends of China's live e-commerce industry, which has rapidly evolved into a significant part of the digital economy [1][2][6] - China has been the world's largest online retail market for 12 consecutive years, with live e-commerce entering a high-quality development phase, characterized by a projected market growth rate of 18.0% CAGR from 2024 to 2026 [1][22] - The industry is experiencing a multi-polar competitive landscape, with major platforms like Douyin, Kuaishou, Taobao, Xiaohongshu, and Bilibili adopting differentiated development strategies [1][23] Industry Development and Current Status - The live e-commerce sector has undergone rapid growth, with the number of live streaming users reaching 833 million by December 2024, an increase of 17.37 million from the previous year [18][19] - The e-commerce live streaming user base reached 597 million by June 2024, accounting for 54.7% of the total internet users [20] - In 2024, the total online retail sales in China reached 15.52 trillion yuan, a 7.2% increase year-on-year, with live e-commerce becoming a key driver of consumption growth [22][34] Core Characteristics and Advantages - Live e-commerce creates an interactive trust-based shopping model centered around people, leveraging advanced digital technologies to enhance the shopping experience [25][26] - The industry features immersive experiences through comprehensive product displays and real-time interactions, which stimulate consumer purchasing potential [29] - The low entry barriers and scenario-based approaches in live e-commerce create additional growth opportunities, allowing more participants to engage in the market [31][32] Economic Value - Live e-commerce significantly boosts and expands consumer demand, becoming a primary battleground for consumption [34] - It supports regional economic growth by connecting local resources to national markets, thus promoting the digital transformation of traditional industries [35][38] - The sector aids in the transformation and upgrading of industrial belts, facilitating direct connections between manufacturers and consumers [38] Social Value - The industry has generated over 30 new professions and created numerous job opportunities, contributing to rural revitalization and expanding sales channels for agricultural products [12][36] - Live e-commerce platforms are crucial in fostering small and micro enterprises, providing them with equitable access to traffic and resources [43] Future Development Directions - The integration of artificial intelligence is expected to accelerate industry transformation, enhancing operational efficiency across various segments [2][12] - The industry is moving towards high-quality development characterized by specialization, industrialization, and standardization, supported by government policies [2][12] - Future trends indicate deeper integration within the industry, a push for globalization, and the reshaping of consumer behavior through new technologies [2][12]

Core Viewpoint - The article emphasizes the importance of enhancing consumer spending in China through improved income, social security, and consumption quality, while advocating for a systematic approach to consumption policy that aligns supply and demand effectively [1][2]. Group 1: Demand Side - The foundation for enhancing consumer spending lies in stabilizing the real estate and stock markets, which are crucial for maintaining residents' asset expectations and consumption willingness [4]. - Over 400 million people in China are classified as middle-income households, defined by an annual income between 100,000 and 500,000 yuan [4]. - The government aims to restore residents' balance sheets by ensuring stability in property and stock markets, thereby boosting consumer confidence [4]. Group 2: Supply Side - The shift towards a service and digital economy necessitates an increase in the supply of quality goods and services, as traditional goods consumption is declining [5][6]. - The rise of sectors such as cultural tourism, healthcare, and education indicates a growing demand for service consumption, with online retail's share of total social retail sales increasing from under 13% in 2015 to over 30% currently [5][6]. - Key areas for supply enhancement include green consumption, high-end products, and new consumption models, particularly in electric vehicles and smart home appliances [6]. Group 3: Government Coordination - There is a need for a coordinated consumption policy framework that addresses the diverse and multi-layered consumer demands across different regions and demographics [7]. - Central government policies should focus on overall planning and leverage fiscal incentives and major project layouts to stimulate consumption [7]. - Local governments should tailor policies to fit regional consumption habits and economic conditions, fostering a collaborative ecosystem between central and local authorities [7].

Group 1 - The article highlights the changing consumer behavior during the May Day holiday, emphasizing that consumers are not just purchasing products but are investing in their preferred lifestyles, which include aspects like individuality, affordability, and sustainability [1] Group 2 - The article discusses the similarities between live-streaming e-commerce and traditional TV shopping, noting that both face issues of trust and credibility, which could lead to a decline in the live-streaming sector if not addressed [3] Group 3 - The article raises concerns about Gree Electric Appliances and its leadership under Dong Mingzhu, suggesting that her recent comments reflect worries about the company's future, and outlines four strategic areas for Gree to focus on for recovery [5] Group 4 - The article analyzes Haidilao's entry into the baking industry, acknowledging its strong brand influence and loyal customer base, while also pointing out the challenges it faces in adapting to a completely different product category [7] Group 5 - The article reports on Haidilao's declining average customer spending, which has dropped to 99.1 yuan in 2023 and is projected to fall further to 97.5 yuan in 2024, indicating a return to pricing levels seen in 2017 [9] Group 6 - The article discusses the necessity of social security for delivery riders, highlighting a survey that shows a significant portion of riders are unwilling to contribute to social security, indicating a need for reform in how social security is approached for gig economy workers [11] Group 7 - The article critiques JD.com's efforts in the food delivery market, suggesting that its strategies are outdated and unlikely to succeed in the current "stock economy" phase of the restaurant industry [14] Group 8 - The article expresses concerns about Xiaomi's rapid entry into the automotive sector under Lei Jun, suggesting that the quick development of a vehicle may compromise quality and safety [16] Group 9 - The article discusses Midea Group's decision to liquidate its shares in Xiaomi, interpreting it as a shift from a cooperative relationship to a competitive one in the smart home ecosystem [19] Group 10 - The article highlights the challenges faced by the tea beverage industry, particularly with low-cost competition leading to a detrimental cycle of sacrificing profits for market share, which could harm brand trust [21] Group 11 - The article details the significant decrease in Zhang Wenzhong's wealth, noting that his fortune has halved to 10 billion yuan, and reflects on his entrepreneurial journey and the challenges faced by his company, Wumart [22][23]

Group 1: Live Streaming and E-commerce - The new live streaming account "All Parents' Happy Home" led by Li Jiaqi's assistant has over 200 brand collaborations [1][3] - The live streaming session on May 6 attracted over 2.4 million viewers and featured more than 130 products, targeting middle-aged and elderly consumers [3] - The live streaming schedule is set for Tuesdays, Thursdays, and Saturdays, focusing on "beautiful clothing, delicious food, and a beautiful life" [3] Group 2: Legal Issues and Consumer Protection - "Lu Ge Ge" Lin Jiang issued a statement demanding the cessation of unauthorized use of his likeness for marketing purposes [4][5] - The statement warns consumers against purchasing products from unofficial channels, as the company cannot guarantee quality or after-sales service for such products [5][6] Group 3: Industry Insights - On May 7, the China Logistics and Purchasing Federation reported that the logistics industry prosperity index for April 2025 was 51.1%, a decrease of 0.4 percentage points from March [13] - The overall logistics business demand remains in an expansion phase, with key indices such as total business volume and new orders staying above 50% [13] - Regional analysis shows a slowdown in logistics growth in the eastern coastal areas, while the western region experienced a notable increase of 2.3 percentage points in business volume index [13] Group 4: Sales Performance - On May 8, Douyin's live streaming sales leaderboard showed stable overall sales, with top sellers "Xinjiang Hetian Jade Lao Zheng," "Si Huo Jie Jie," and "Yu Hui Tong Xing" each achieving sales between 25 million to 50 million yuan [14]

破局之道，还在保持利剑高悬。监管部门要进一步加大执法力度，依法严惩违法违规行为，要将屡错屡 犯的商家和主播列入黑名单。据悉，市场监管总局正在牵头组织起草《直播电商监督管理办法》，近期 将向社会公开征求意见。同时还要创新监管模式，有效消除监管盲区，跨区域、跨部门信息共享和执法 联动，形成监管合力。 诚以安身立业，信以行稳致远。政府严监管、平台真负责、商家重诚信，直播经济才能真正成为促进消 费的助推器。 新华社贵阳5月9日电 题：直播间里"家人"成"韭菜"，得好好管！ 国家市场监督管理总局的统计数据直观反映了问题的严重程度。2024年，全国市场监管部门共接收直播 带货投诉举报40.2万件，同比增长19.3%。为促进行业规范健康发展，营造放心消费环境，整治直播电 商领域乱象势在必行。 行业规范发展的首要抓手在平台和主播。要夯实直播电商平台的主体责任，切实扭转"重流量轻质量"的 导向。对入驻平台的商家、主播等，应进行严格的资质审查；利用技术手段，加强对直播内容的事先、 事中审核监测，一旦违规，立即采取下架商品、暂停直播和永久封禁账号等分级处置措施；健全售后服 务体系。商家和主播也要意识到，不论线下线上，不能下单前还把 ...

"美衣美食美生活，就来爸妈的幸福家。"这是李佳琦为美ONE旗下新直播间"所有爸妈的幸福家"设定的 直播口号。 5月5日下午开播首日，"所有爸妈的幸福家"的观看量超过240万次，当日吸粉超10万人；5月6日的第二 场直播，李佳琦妈妈李文利亲自上场当服装模特，观看量达到了313.2万次；截至5月8号，在账号设立 的短短三天时间里，李佳琦的新直播间"所有爸妈的幸福家"淘宝账号已经积累了23.06万粉丝。 5月6日首播，直播间内集结了员工父母团 （图源：淘宝） 这是李佳琦在推出"所有女生"和"所有女生的衣橱"两个小号，并试水拍综艺、拍短剧之后的最新动作。 在"幸福家"的直播间里，李佳琦的口头禅不再是"所有女生"，而是"叔叔阿姨们"。 与此同时，21世纪经济报道记者注意到，在抖音和快手上不断有专攻中老年人消费群体的直播间活跃起 来，他们的目标都是相似的——瞄准一片蓝海的银发经济市场。 直播间的"适老化"布局 与品牌旗下其他主要面向年轻女性消费者的直播间不同，在"幸福家"的直播间内，超过130 个商品链接 覆盖了包括黄金、老年服饰、保健食品、家用医疗仪器械等品类。从价格来看，老年服饰均价大多在一 百元左右，但也有黄金珠宝 ...