Core Insights - The rapid expansion of self-owned brands by leading live-streaming companies is evident, with 美ONE优选 reporting significant sales figures in its first year of operation [1][2] Group 1: Company Performance - 美ONE优选 has achieved over 2.5 million units sold across 72 self-owned products within its first year, serving more than 1.5 million users [1] - The company focuses on high-quality and cost-effective products, with top-selling items including garbage bags and various food and household products [1] - 东方甄选 has over 400 self-owned products with total sales exceeding 210 million units, accounting for 46% of the company's total sales in 2024 [2][3] Group 2: Market Trends - The trend of live-streaming companies developing their own brands is growing, with notable players like 辛选集团 and 东方甄选 reporting rapid sales growth [2][3] - The self-owned brand "锋味派," co-founded by 谢霆锋, has achieved cumulative sales of over 3 billion yuan and is expanding internationally [3] - 辛选集团 has launched around 20 self-owned brands, with "尖锋食客" generating over 113 million yuan in GMV during its debut on "双11" [3]

Core Insights - The article highlights the rapid growth of the Chinese e-commerce brand 美ONE优选, which has successfully connected high-quality manufacturers with consumers, achieving over 2.5 million sales of 72 self-operated products and serving more than 1.5 million users [1][9]. Group 1: Business Model and Strategy - 美ONE优选 aims to empower "invisible champion" factories by providing them a platform to showcase their products directly to consumers, overcoming challenges related to brand operation and market access [3][5]. - The brand collaborates with top manufacturers, leveraging the influence of live streaming to enhance product visibility and credibility, thus attracting more orders and partnerships [5][6]. - The selection process for partner factories involves rigorous quality control and cultural value assessment, ensuring that products not only meet high standards but also resonate with traditional craftsmanship [5][6]. Group 2: Product Development and Quality Control - 美ONE优选 emphasizes strict quality control throughout the supply chain, requiring partner factories to pass evaluations from third-party organizations, with most achieving scores between 80-90 [6][7]. - The product development cycle is extensive, averaging 4-6 months, focusing on user experience and continuous feedback for product optimization [6][8]. - The brand has successfully launched various products, such as soft-bristle toothbrushes and premium dried fruits, which have received positive market responses and high sales volumes [7][8]. Group 3: Market Performance and Future Outlook - The brand's product range has expanded to 72 SKUs, covering diverse categories, with several items achieving significant sales milestones, such as over 500,000 units for garbage bags and more than 100,000 units for other popular products [9][12]. - 美ONE优选's growth reflects a shift in the e-commerce landscape from traffic competition to value competition, positioning itself as a co-creator of brands rather than just a manufacturer [12]. - Future plans include focusing on high-potential categories like beauty tools and pet products, with a commitment to understanding consumer needs and maintaining high product quality [12].