Core Viewpoint - The article discusses the innovative approach of influencers Li Dia and Fu Tiehan in the live-streaming e-commerce space, emphasizing their focus on scientific evaluation of products rather than traditional marketing tactics, which led to significant sales and audience engagement [3][5][27]. Group 1: Live Streaming Approach - Li Dia and Fu Tiehan conducted a 13-hour live stream focused on product shortcomings, which they emphasized repeatedly, resulting in sales of 22 million and attracting 380,000 viewers [5][24][27]. - Their live stream was characterized as "anti-marketing," where they presented a scientific evaluation of products, contrasting with typical influencer tactics that highlight only product benefits [23][25]. - The duo's unique format included real-time experiments and audience participation, allowing consumers to witness product testing firsthand, which enhanced credibility [26][27]. Group 2: Background and Motivation - Li Dia and Fu Tiehan, both highly educated, initially approached content creation with a focus on genuine value rather than mere entertainment, leading to their rise as influencers [6][9][20]. - Their motivation stemmed from a desire to combat misinformation in the market, particularly after a negative experience with a product that prompted them to conduct thorough evaluations [12][13]. - They adopted a rigorous scientific method for product testing, utilizing advanced equipment and extensive research to ensure the reliability of their evaluations [14][19]. Group 3: Impact on the Industry - The couple's approach has disrupted traditional e-commerce practices, encouraging a shift towards more transparent and informative content in the influencer space [19][20]. - Their success has inspired other educated youth to explore non-traditional career paths, challenging societal expectations regarding professional choices [20][37]. - Li Dia and Fu Tiehan's commitment to social responsibility is evident in their philanthropic efforts, such as donating sanitary products and funding for children's sports equipment, showcasing the potential for influencers to create positive societal impact [30][37].

Core Viewpoint - The live-streaming e-commerce industry is facing significant regulatory scrutiny due to persistent issues such as false advertising, counterfeit products, and consumer safety concerns, necessitating a shift in regulatory strategies and enhanced consumer oversight [1][2][3]. Group 1: Regulatory Developments - The State Administration for Market Regulation has initiated special rectification measures for prominent issues in live-streaming e-commerce, signaling a strong regulatory stance [1][2]. - Recent data indicates that complaints in live-streaming e-commerce reached 402,000 in 2024, marking a 19.3% year-on-year increase, highlighting ongoing challenges in product quality and consumer rights [2]. Group 2: Industry Changes - The industry is transitioning from a "big star era" dominated by top influencers to a "starry sky era" with a rise in smaller, less-known live-streamers [2][3]. - The absence of top influencers has led to a decrease in industry attention, but this does not correlate with a reduction in problems, as issues have become more dispersed and harder to regulate [2]. Group 3: Consumer and Platform Responsibilities - There is a call for broader consumer oversight channels and faster feedback mechanisms to empower consumers as vigilant overseers of the industry [1][3]. - Platforms are urged to take on greater responsibility, enhancing their review processes, real-time monitoring, and after-sales service to ensure consumer safety and trust [3].

Core Viewpoint - The separation between Dong Yuhui and Dongfang Zhenxuan marks a significant shift in the live-streaming e-commerce industry, with both entities pursuing distinct paths that reflect their individual strengths and challenges [4][13][29]. Group 1: Company Performance Post-Separation - One year after the split, Dong Yuhui's company, Yuhui Tongxing, has surpassed 30 million followers, while Dongfang Zhenxuan lags behind at around 28 million [6][8]. - In terms of live-streaming viewership, Yuhui Tongxing averaged 15.73 million daily views over the past month, significantly outperforming Dongfang Zhenxuan's 3.84 million [6][8]. - Despite Yuhui Tongxing's advantages, it has faced a 45% year-on-year decline in daily viewership, and its average viewer retention time dropped from 3.2 minutes to 1.8 minutes [9][10]. Group 2: Financial Performance - Yuhui Tongxing reported a net profit of 140 million yuan in the six months leading up to the split, while Dongfang Zhenxuan's revenue fell by 9.3% to 2.187 billion yuan, resulting in a net loss of 96.5 million yuan [3][11]. - Dongfang Zhenxuan's paid membership base grew by 84.41% to 228,300, but this only contributed 13.6% to its overall GMV, indicating a low conversion rate compared to competitors [11][12]. Group 3: Strategic Directions - Dongfang Zhenxuan is focusing on building a self-owned supply chain and self-branded products, aiming to become an "online Sam's Club," while Yuhui Tongxing relies heavily on Dong Yuhui's personal brand [14][20]. - The two companies are not traditional competitors anymore; instead, they are exploring different business models, with Dongfang Zhenxuan investing in product development and Yuhui Tongxing enhancing content creation [13][14]. Group 4: Challenges and Risks - Yuhui Tongxing's reliance on Dong Yuhui's personal brand poses a risk, as any decline in his popularity could significantly impact sales [10][24]. - Dongfang Zhenxuan faces challenges in brand recognition and customer loyalty, as its self-branded products are still relatively unknown in the market [23][24]. Group 5: Future Outlook - Both companies are navigating their respective challenges, with Dongfang Zhenxuan needing to enhance its brand and supply chain, while Yuhui Tongxing must reduce its dependency on a single individual for growth [26][29]. - The separation has allowed both entities to focus on their long-term strategies, with Dongfang Zhenxuan aiming for stability and Yuhui Tongxing exploring new content avenues [27][29].

Group 1: Live Streaming and E-commerce - Yang Yueqing, the project director of HiPhi, resumed live streaming sales on July 21, selling products such as beef steak and salmon, with a total of 26 items listed and 31,000 viewers [1] - In March 2024, after HiPhi's suspension, Yang's first live stream generated sales between 100,000 to 250,000 [3] - Yang stated that the income from live streaming would be used to support frontline service personnel, ensuring customer satisfaction [3] Group 2: Moutai Sauce Fragrance Wine - Moutai Sauce Fragrance Wine Company issued a consumer notice addressing complaints about counterfeit products and announced new official e-commerce channels for purchasing [6][7] - The company received multiple complaints regarding low-priced counterfeit Moutai products, which were confirmed as substandard [6] - Recommended purchasing channels include iMoutai APP, JD, Douyin, Tmall, and others, with over 140 authorized stores, although 24 online stores were removed [7] Group 3: E-commerce Growth - From January to June 2025, China's online retail sales grew by 8.5%, driven by quality products and services [9] - Key monitored categories such as digital products and home appliances saw growth rates of 9.9% and 12.7% respectively, with foreign trade sales exceeding 3.3 billion since April [9] Group 4: Delivery Service Regulations - The State Post Bureau responded to reports of some courier companies rounding up weight charges, indicating that this practice is common in the industry [10][12] - The Bureau is conducting investigations and guiding companies to optimize their weight charging rules according to national standards [12] Group 5: Douyin Account Penalties - Douyin Life announced the banning of 387 accounts for misleading practices in tourism, including forcing customers to pay deposits and sign contracts under false pretenses [12][13] - The platform took action to prevent the spread of such accounts and videos, enhancing its monitoring capabilities [12] Group 6: Live Streaming Sales Rankings - On July 21, Douyin's live streaming sales leaderboard was topped by "Yuhui Tongxing" with sales between 25 million to 50 million, while "Huawei Mall" ranked tenth with 7.5 million [14]

Core Viewpoint - The article discusses the one-year anniversary of the split between Dong Yuhui and Dongfang Zhenxuan, analyzing the current status and challenges faced by both companies in the live-streaming e-commerce industry [3][4][27]. Group 1: Company Performance Post-Split - After the split, Dong Yuhui's company, Yuhui Tongxing, has surpassed 30 million followers, while Dongfang Zhenxuan has around 28 million [7]. - In terms of live-streaming viewership, Yuhui Tongxing averaged 15.73 million daily views over a recent 30-day period, compared to Dongfang Zhenxuan's 3.84 million [7][8]. - Despite Yuhui Tongxing's decline in viewership by 45% year-on-year, it still outperformed Dongfang Zhenxuan in sales [9][10]. Group 2: Challenges Faced by Each Company - Yuhui Tongxing has not established a supply chain, relying heavily on Dong Yuhui's personal brand, which poses risks if viewership declines [9][12]. - Dongfang Zhenxuan reported a 9.3% decline in revenue to 2.187 billion, transitioning from a profit of 160 million to a loss of 96.5 million [10][11]. - Talent retention is a significant issue for both companies, with several key hosts leaving, raising concerns about their operational stability [11][12]. Group 3: Strategic Directions - Yuhui Tongxing focuses on content creation and personal branding, while Dongfang Zhenxuan aims to build a self-owned supply chain and brand [14][20]. - The two companies are not traditional competitors anymore, as they are pursuing different business models: Yuhui Tongxing as a content-driven entity and Dongfang Zhenxuan as a supply chain-focused company [14][24]. - The article suggests that both companies are attempting to solve their respective challenges, with Dongfang Zhenxuan needing to enhance brand recognition and Yuhui Tongxing needing to reduce reliance on Dong Yuhui [24][25]. Group 4: Market Implications - The split has led to a reevaluation of their business models, with Dongfang Zhenxuan focusing on long-term brand building and Yuhui Tongxing on immediate content-driven sales [26][27]. - The article highlights a broader industry trend where companies are moving away from dependency on single influencers, indicating a shift in the live-streaming e-commerce landscape [26][28].

Core Viewpoint - The article discusses the challenges and strategies of prominent Chinese livestreamers, such as Xiao Yang and Li Jiaqi, as they explore overseas markets, highlighting their different approaches and the difficulties they face in monetization and brand recognition [4][10][14]. Group 1: Livestreaming Strategies - Xiao Yang's disciple, "Red Light Green Light Huang," is testing entertainment-based livestreaming on TikTok, achieving significant viewer engagement [4][9]. - Li Jiaqi's company, 美ONE, focuses on signing local influencers in Indonesia to establish a more grounded approach to market entry [4][10]. - The contrasting styles of Xiao Yang and Li Jiaqi represent two distinct strategies for overseas expansion: entertainment-driven versus professional sales [4][10]. Group 2: Market Challenges - Both livestreamers face significant hurdles in overseas markets, including brand recognition and the effectiveness of local influencers [13][14]. - The performance of local influencers, such as Riccie Nick, has been underwhelming, with low sales figures compared to expectations [11][12]. - The lack of control over non-affiliated influencers poses a challenge for 美ONE in achieving desired sales outcomes [11][15]. Group 3: Economic Context - The domestic market for livestreaming has become increasingly competitive, with major brands experiencing significant sales declines, prompting a search for new growth opportunities abroad [21][22]. - The article notes that the average transaction value in the Indonesian beauty market is low, complicating the monetization efforts for 美ONE [15][22]. - The shift towards overseas markets is seen as a necessary strategy for growth, especially as domestic sales stagnate [23][25]. Group 4: Supply Chain and Infrastructure - 美ONE's partnership with Alibaba's international platform provides logistical support for its overseas operations, enhancing its ability to fulfill orders [23][25]. - Xiao Yang's team can leverage local supply chains in Anhui province, which are well-suited for cross-border e-commerce [25]. - The integration of cross-border e-commerce with local industry strengths is viewed as a key driver for future growth in international markets [25].

Core Insights - The article discusses the different strategies employed by top livestreamers Xiao Yang Ge and Li Jiaqi as they explore overseas markets, particularly focusing on their unique approaches to engaging international audiences [1][4][11]. Group 1: Livestreaming Strategies - Xiao Yang Ge's apprentice, "Red Green Light's Huang," has successfully entered TikTok's overseas market with an entertaining livestream style, quickly gaining popularity and ranking among the top ten livestreams [2][7]. - In contrast, Li Jiaqi's company, MeONE, adopts a more localized approach by signing local influencers in Indonesia, with 13 signed influencers, four of whom have over 5 million followers [3][11]. - The differing styles of Xiao Yang Ge and Li Jiaqi reflect two distinct strategies for international expansion: one focusing on entertainment-driven sales and the other on professional product recommendations [4][11]. Group 2: Market Challenges - Both livestreamers face significant challenges in monetizing their brands overseas, as their domestic popularity does not guarantee success in foreign markets [4][18]. - The performance of local influencers signed by MeONE has been underwhelming, with one influencer generating only approximately 4400 RMB in a recent livestream, indicating difficulties in achieving desired sales metrics [12][13]. - The article highlights the struggle of both Xiao Yang Ge and Li Jiaqi to maintain brand recognition and effectiveness in overseas markets, with Xiao Yang Ge's brand facing issues due to past controversies [15][18]. Group 3: Supply Chain and Market Dynamics - The article notes that while both companies have extensive brand supply chain resources in China, these advantages do not translate effectively to overseas markets [20][31]. - The Indonesian market presents unique challenges, including lower average transaction values, which complicate the implementation of brand marketing strategies [19][24]. - The article emphasizes the importance of adapting to local market conditions and consumer preferences, as evidenced by the varying success of different livestreaming styles and product offerings [32][33].

Core Viewpoint - The release of the "Beijing Network Live Streaming Sales Platform Service Contract (Demonstration Text) (Trial)" aims to fill regulatory gaps between live streaming platform operators and live room operators, clarify responsibilities, and promote standardized industry development [1][2]. Group 1: Key Features of the Contract - The contract encourages live room operators to operate with licenses [2]. - It mandates live room operators to disclose their operational information, actual sellers of goods, and AI application identifiers [2]. - The contract allows live room operators to apply for changes in the registered real-name information of their live account under certain conditions [2]. - It clarifies the ownership of intellectual property rights, stating that the rights to audio and video content produced during live streaming belong to the live room operators, while platform operators can use it for free [2]. - Consumer protection responsibilities are defined, ensuring that both the platform and live room operators are recognized as key participants in the transaction process, thereby maximizing consumer rights protection [2]. Group 2: Industry Impact and Expert Opinions - Legal experts view the contract as a significant innovation that addresses regulatory gaps and provides a framework for compliance in the live streaming industry [2]. - The contract defines the concept of "live streaming sales" and emphasizes the necessity of obtaining business licenses, which is seen as a major step towards resolving disputes arising from unclear responsibilities [2][3]. - The contract's provisions on account changes and intellectual property rights are seen as practical solutions to industry pain points, ensuring stability and balancing the rights of content creators and platforms [3]. - Representatives from platforms like Kuaishou acknowledge that the contract provides a clear and standardized framework for cooperation, addressing long-standing ambiguities and enhancing transparency and stability within the platform ecosystem [3].

Core Viewpoint - The article discusses the emergence of a new generation of live-streaming hosts, particularly those born after 2000, who are reshaping the live commerce landscape with a focus on authenticity and consumer engagement, contrasting sharply with traditional hosts who often rely on scripted pitches and superficial engagement [3][41]. Group 1: Live Commerce Performance - A recent live-streaming session by hosts Li Dia and Fu Tiehan generated a GMV of over 22 million yuan (approximately 3.4 million USD) in 13 hours, showcasing the potential of new hosts in driving significant sales [3][6][24]. - During the session, 8 brands exceeded 1 million yuan in sales, indicating a diverse range of products from both international and emerging domestic brands [3][6]. Group 2: Unique Selling Approach - Li Dia's "retreat-style" selling approach, which emphasizes transparency by discussing both the pros and cons of products, has resonated with consumers, leading to high levels of trust and satisfaction [3][20][22]. - This method contrasts with traditional hosts who often avoid mentioning product flaws, creating a "partial reality" that younger consumers are increasingly skeptical of [14][15]. Group 3: Engagement and Interaction - The "human touch" in live commerce, characterized by genuine interaction and relatable content, is a key feature of the new generation of hosts, allowing them to leverage smaller follower counts for substantial sales [9][10][12]. - Li Dia's live-streaming sessions have seen an average viewer retention time of 11 minutes and 52 seconds, significantly higher than the industry average, indicating strong viewer engagement [30]. Group 4: Breaking Through Market Barriers - The new generation of hosts is capable of attracting a significant number of "new users" or "bystanders," with only 30% of Li Dia's live-streaming sales coming from existing followers, highlighting their ability to penetrate new market segments [25][26]. - This ability to reach beyond their established fan base is particularly valuable for brands seeking to expand their audience and drive sales [27][32]. Group 5: Long-term Brand Value - Collaborating with these younger hosts allows brands to communicate effectively with younger consumers, leveraging the hosts' relatability and authenticity to foster brand loyalty [34][35]. - The shift from price-driven sales to a focus on quality, personalization, and emotional value reflects changing consumer preferences, with younger hosts successfully tapping into these demands [41][42].

一场00后主播不停"劝退"消费者的直播带货，卖了22000000。你敢信？ 不久前，拥有超290万粉丝的李嗲和丈夫付铁寒在小红书开启直播带货。在长达13小时的直播中，两人 讲了112个品牌的商品，GMV突破2200万元，8个品牌的销售额超百万元，其中既有妮维雅这样的国际 一线品牌，也有Beautigo、理肤泉等新兴国货。 在直播中，李嗲多次提醒观众"你们别急，听完缺点再买"，足足重复了47遍。她没有"321上链接"，也 没有预先准备台本、剧情，而是既讲优点，也不避讳缺点，尽可能客观呈现一款产品的真实样貌，鼓励 消费者"三思而后买"。 不按套路出牌的"劝退式带货"，反而让李嗲既收获了销售额，也得到了粉丝和用户的认可。 在李嗲的直播战报笔记下，有用户表示："他们推荐的东西我没有一个踩雷过""反正没有觉得浪费钱的 单品"。也有用户认为，"真心换真心"，是李嗲直播带货受到欢迎的原因。 在小红书，像李嗲这样"整顿直播带货"的00后博主，正在释放独特的商业潜能。 以时尚领域为例，00后博主亚克力枪枪以富有想象力的穿搭风格、契合年轻人的语言和视觉表达出圈， 以53万粉丝，做到每场直播保持过亿热度。另一位00后博主nia88 ...