Core Insights - The article discusses the evolution of e-commerce decision-making, emphasizing the shift from simple choices to a comprehensive experience approach, where consumers desire multiple benefits from platforms [2][3] - It highlights the significant growth of live-streaming e-commerce in China, with a transaction volume of 5.8 trillion yuan in the previous year, marking a 17.7% year-on-year increase, and projecting a compound annual growth rate of 18% over the next three years [4][6] Group 1: E-commerce Experience - The concept of experience in e-commerce is abstract and challenging to quantify, raising questions about how to evaluate the quality of experience on different platforms [3] - Platforms are enhancing user experience by implementing measures such as pre-control of supply, eliminating poor-quality products, and improving logistics and return efficiency, making the purchasing process smoother for consumers [7][14] - The transformation of merchants' mindsets from opportunistic to long-term strategies is crucial for building competitive supply chains in the live-streaming e-commerce space [6][12] Group 2: Merchant Engagement - Successful merchants, like the owner of Feilian Umbrella Factory, adapt their strategies based on consumer feedback, creating a new end-to-end experience that resonates with their target audience [10][12] - The article emphasizes the importance of merchants viewing live-streaming as a new form of storefront, which encourages them to develop unique experience standards [8][14] - The dual development of platform governance and merchant ecosystem is essential for creating a sustainable live-streaming e-commerce environment [14] Group 3: Content and Engagement - The shift from a sales-focused approach to a content-driven strategy in live-streaming e-commerce has led to increased consumer engagement, with average viewing times rising significantly [16] - Merchants are encouraged to create distinctive narratives around their products, enhancing the overall shopping experience and driving higher conversion rates [16][17] - The integration of services, such as after-sales care and cultural relevance, into product offerings is becoming a key differentiator in attracting younger consumers [17]