"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 ...

展区内，客流熙熙攘攘，谈生意、加微信、聊合作；展区外，直播推介、美食品尝、专题研讨，持续释 放"平谷热度"。由北京市商务局、中国食品报社、北京市平谷区人民政府联合主办的CFEC2025中国 （平谷）食品直播电商选品大会暨桃花美食消费季活动日前在平谷举办，其中，桃花美食消费季活动将 持续至5月5日。此次活动聚焦"农食文旅康"，汇聚了全国近20个省区市的200余家食品企业、众多主播 达人及品牌渠道采购商，邀请相关部门领导、业内专家学者及企业代表，共探食品产业新趋势与发展新 路径，以推动食品产业与直播电商深度融合，激发消费活力，促进地区经济发展，助力乡村振兴。 政策利好释放，营造良好发展环境 作为我国国民经济和社会发展的支柱型产业，食品产业纵向贯穿三次产业、横向融合多个产业，具 有"一业兴、多业旺"的核心产业拉动作用，是多地稳增长的重要力量。 北京市平谷区委书记唐海龙介绍，目前，平谷正依托农业中关村建设，着力打造现代食品营养谷，将其 作为食品营养科技集成创新、成果转化的基地。已有原麦山丘、紫兴园、旺旺、西贝、老才臣等51家知 名企业入驻，营养谷产值达到40亿元。此外，依托首都物流高地的支撑作用，平谷正发展直播电商产 ...

5月6日，中国国际电子商务中心研究院发布《直播电商高质量发展报告（2024）》（简称报告）并召开 研讨会。 报告指出，直播电商是消费增量的主要来源，促进就业和消费效应明显。报告以快手平台为例测算，一 个直播间催生30多个新职业，带动上下游产业链大量就业；在稳定开展直播营销的企业中，七成以上的 新增客户来自直播电商，直播后产品创新迭代的速度提升一倍。 面向直播电商高质量发展路径，市场监管总局发展研究中心创新和互联网监管研究部主任李桐在研讨会 上指出，要重点关注人工智能、增强现实等新技术在直播电商中的应用，打造沉浸式购物场景，提升购 买转化率。其次，应该关注如何用直播电商的经验和做法拓展国际市场，利用先发优势推动中国品牌走 向世界。同时，利用直播电商为传统行业注入新活力，拓宽传统行业的销售渠道和场景；此外，利用直 播电商助推乡村振兴、提振消费，推动行业可持续健康发展。 值得关注的还有，4月17日，市场监管总局召开直播电商经营主体座谈会，提出将加快建立监管长效机 制，明确各方主体责任，促进直播行业规范健康发展。次日，市场监管总局召开发布会表示将加快出台 《直播电商监督管理办法》，并于近期将向社会公开征求意见。这意味 ...

Core Insights - Li Jiaqi has launched a new live-streaming channel called "All Parents' Happy Home," targeting middle-aged and elderly consumers, marking a strategic shift towards the silver economy [2][5][18] - The first live broadcast garnered nearly 1.8 million views, and within two days, the channel attracted over 190,000 followers, indicating strong initial interest [2][9] - This initiative reflects a broader trend in the live-streaming e-commerce industry, which is shifting focus from younger audiences to activating consumers across all age groups [6][26] Group 1: Market Strategy - Li Jiaqi's approach differs from other top streamers like Xiao Yang and Xin Ba, as he aims to leverage his brand value to expand into the silver economy, which is estimated to be worth around 7 trillion yuan [5][18] - The new channel features products specifically curated for older consumers, including clothing, accessories, and health-related items, with significant sales figures reported [11][13] - The live-streaming format is designed to create a familiar and engaging environment for older viewers, utilizing familiar hosts and interactive elements [16][28] Group 2: Industry Trends - The live-streaming e-commerce market in China is projected to reach 4.9 trillion yuan in 2023, but growth rates are slowing, indicating a need for diversification in target demographics [18][21] - The silver economy presents a largely untapped market, with 329 million active users among the elderly, highlighting significant potential for growth in this segment [23][24] - As competition intensifies, the focus is shifting from price to service quality and consumer experience, which could redefine success metrics in the live-streaming e-commerce landscape [26][28]

Core Insights - Live e-commerce is a major source of consumption growth, significantly promoting employment and consumption effects [1][2] - The integration of AI technology is reshaping the underlying logic of live e-commerce, transitioning the industry from "traffic-driven" to "intelligent industrialization" [2][3] - Live e-commerce is becoming an important operational platform for brands, with over 70% of new customers for stable live marketing enterprises coming from this channel [1][2] Group 1 - The report indicates that a single live streaming session can create over 30 new job roles, contributing to the employment of thousands [2] - Live e-commerce has a notable effect on consumption, with brands establishing comprehensive marketing ecosystems to enhance user connection [1][2] - The report highlights that the growth in live e-commerce is crucial for driving new customer acquisition and product innovation within companies [1][2] Group 2 - AI technology is being leveraged to create a complete ecosystem in live e-commerce, including various AI applications such as digital human live streaming and intelligent customer service [2] - The report emphasizes the importance of new technologies like AI and AR in enhancing immersive shopping experiences and improving conversion rates [3] - Live e-commerce is seen as a tool to inject new vitality into traditional industries and expand their sales channels [3]

东方甄选 20250506 摘要 • 东方甄选采取多平台策略，抖音平台贡献约 80%的 GMV，为公司基本盘。 同时，公司积极拓展淘宝、京东、小红书、拼多多等货架电商渠道，通过 口碑传播实现增长，未进行付费推广。 • 公司计划通过新东方教育机构的自动售卖机进行品牌曝光，并将在新东方 举办家庭公益讲座，分享产品开发理念和品牌故事，以覆盖更多潜在用户 群体。 • 东方甄选 APP 以自营品为主，涵盖日常生活所需，自营品 30 天复购率达 50%。公司目标是增加 APP 下载量和付费会员，通过营销活动提升活跃度， 并可能邀请歌手举办线上演唱会吸引用户。 • 公司拥有 600 款 SKU 的自营产品，常年在售 300 款，食品类目丰富。通 过大数据了解消费群体需求，引入新品并迭代老品，同时参考行业友商优 势，不断提升产品力。 • 公司采取多层次质检措施确保自营产品品质，自营产品逐渐赢得消费者信 任。自营产品选择原则包括绿色、健康、美味及高性价比，未来将加强与 外界合作，将自营产品推广至其他平台或直播间销售。 Q&A 请介绍一下东方甄选公司在 2025 财年的整体战略和业务发展情况。 东方甄选在 2025 财年继续沿着 ...

美腕盯上了银发经济。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。 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。 靠李佳琦等主播拉动新账号的人气，是美腕的惯常手法。此前，美腕通过李佳琦在直播间的连线互动，让两个新直播间"所有女生"和"所有女生的衣橱"实现 破圈。2022年12月，美腕相继孵化出上述两个账号，是为尝试垂类市场，迎合用户对生活类、服饰类产品丰富度的需求。 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。 ...

Core Insights - The silver economy is attracting major live streaming platforms, with the launch of "All Parents' Happy Home" on Taobao Live, which garnered over 1.74 million views in just 4 hours [1] - The new generation of elderly consumers is shifting their spending habits towards quality and experience rather than just low prices, indicating a change in consumer behavior [1] - The live streaming room features middle-aged and elderly hosts who act as experience officers, promoting products tailored to the needs and preferences of older consumers [2] Industry Trends - The elderly population in China is projected to exceed 300 million by the end of 2024, with the "silver-haired" demographic increasing by an average of 12 million annually for those aged 40 and above [2] - The live streaming initiative has partnered with over 200 brands, focusing on various themes such as gifts, fashion, and food to enhance the shopping experience for older adults [2] - Products showcased include age-appropriate footwear and clothing that balance style and comfort, reflecting the evolving preferences of older consumers [2]

Core Viewpoint - The service consumption sector is experiencing significant growth, particularly in areas such as tourism, dining, and entertainment, which is contributing to job creation and economic stability [1][2]. Group 1: Service Consumption and Employment - There is a strong bidirectional relationship between service consumption and employment expansion, with service sector growth leading to job creation [2]. - During the "May Day" holiday, Chengdu's international airport business district saw daily foot traffic exceeding 300,000, and surrounding outlet malls achieved daily sales surpassing 20 million yuan; Hangzhou's retail, dining, wholesale, accommodation, and entertainment sectors generated a total consumption of 4.016 billion yuan [2]. - Research indicates that for every 1% growth in the service sector, approximately 25% more job opportunities are created compared to the manufacturing sector [2]. Group 2: Policy and Market Collaboration - To maximize the employment potential of service consumption, coordinated efforts between policy and market are essential [3]. - Policy tools such as social security subsidies and rent reductions for sectors like housekeeping and childcare can help lower labor costs for businesses [3]. - Encouraging platforms like Meituan and Didi to create more crowd-sourced job opportunities and fostering partnerships between vocational schools and service industry companies can address skill mismatches [3]. Group 3: Structural Challenges and Future Outlook - Addressing structural imbalances in the labor market, such as the coexistence of labor shortages and employment difficulties, is crucial for enhancing employment effectiveness [3]. - Utilizing big data for dynamic monitoring can help in the precise allocation of labor resources, addressing issues like the saturation of service jobs in the east and talent shortages in the central and western regions [3]. - The future focus should be on creating a sustainable cycle of economic growth and social welfare through the integration of service consumption and the job market, with an emphasis on emerging industries like elderly care and data annotation [3][4].

Core Insights - The elderly population in China is increasingly engaging with mobile internet, with over 300 million users aged 50 and above, averaging 160 hours of usage per month, indicating a significant market opportunity for businesses targeting this demographic [1] Group 1: Market Trends - The launch of the live streaming channel "All Parents' Happy Home" by Meiwang on May 5 focuses on the needs of the elderly, offering a product matrix that includes traditional health supplements and modern assistive technology [4] - The live streaming model is reshaping consumption habits among the elderly, providing an immersive experience that aligns with their preferences for real-time interaction and detailed product information [4] Group 2: Product Offerings - The product offerings in the live streaming channel include health supplements like royal jelly and modern products such as smart massagers and non-slip shoes, catering to the diverse needs of older consumers [4] - The channel has partnered with over 200 brands to curate content around themes like holiday gifts, clothing, and food, enhancing its appeal to the target audience [4] Group 3: User Experience Enhancements - The live streaming channel has undergone "age-friendly" modifications, including slower speech from hosts, larger font sizes, and eye care reminders, to better serve elderly users [5] - The selection of hosts and models aged 40 and above, with the oldest being 68, aims to create a relatable shopping experience for older consumers [5]