Core Insights - The significance of the Double Eleven shopping festival is perceived to be declining, with a noticeable shift in the dynamics of live-streaming sales channels [1] - The competition among top live-streaming accounts has stabilized, with fewer leading influencers remaining active [1][5] - The pricing strategy of top live-streaming accounts has changed, leading to consumer complaints about higher pre-sale prices compared to regular stock [2] Group 1: Live-streaming Dynamics - The top live-streaming accounts are experiencing a reduction in the number of active influencers, with only a few remaining prominent [1] - Data shows that top live-streaming rooms still maintain a significant sales advantage, with notable increases in visitor numbers and sales during the pre-sale period [1] - The average return on investment (ROI) for merchants on Douyin has decreased, indicating rising costs and challenges in achieving profitability [3] Group 2: Pricing and Consumer Behavior - Consumers have reported instances of higher pre-sale prices in live-streaming sessions, leading to a wave of returns [2] - The competitive landscape has made it difficult for merchants to offer lower prices and attractive incentives, particularly in the beauty sector [3] - New brands are increasingly seeking exposure and brand recognition through collaborations with top live-streaming accounts during Double Eleven, rather than focusing solely on sales [4] Group 3: Content and Innovation - Top live-streaming accounts are investing more in content and innovative formats to attract consumers, as traditional low-price strategies become less effective [6] - The trend towards content-driven live-streaming is evident, with successful accounts adapting to audience preferences for less sales-oriented presentations [7] - The need for differentiation and innovation in live-streaming strategies is becoming critical for sustained growth in the industry [7]