Core Insights - The trend in Tmall's Double 11 this year indicates a shift from chaotic live commerce to a more sustainable model centered around professional niche hosts [1] - These hosts are not relying on emotional tactics like "last 100 orders" or "lowest prices," but instead are building trust through industry expertise and rigorous product selection [1] Group 1: Professional Hosts - Cao Miya has transitioned from an English teacher to a trusted "electronic nutritionist," focusing on health products with a strong emphasis on responsibility and user education [2][5] - Her live stream sales during the Double 11 pre-sale period saw a 70% year-on-year increase, highlighting her effective approach to consumer engagement [5] - Tangyuan, who began her career in civil service, has established herself as a reliable partner for brands by maintaining high standards for product selection and fostering long-term relationships [6][10] Group 2: Trust and Quality - Tangyuan's meticulous selection process ensures that she only collaborates with brands that meet her stringent criteria, enhancing her credibility among consumers [7][9] - Shanshan has transformed her live stream into an educational platform, teaching viewers about fabric quality and garment construction, which has helped her build a loyal following [11][14] - The emphasis on professionalism and trust is reshaping the value logic of live commerce, moving away from price competition to a focus on expertise and reliability [15] Group 3: Industry Transformation - The evolution of these hosts reflects a deeper transformation within the Tmall live streaming ecosystem, where the focus has shifted from mere sales to building lasting consumer relationships [15] - Tmall has committed to investing 11 billion yuan to support professional hosts and quality content, indicating a strategic pivot towards enhancing the overall quality of live commerce [15] - The success of niche hosts during this year's Double 11 demonstrates that true growth in the industry is now driven by professionalism rather than sensational selling tactics [15]

点击小程序查看报告原文 提振内需的必要性与政策实施的有效性正在提升 外部冲击之下，"扩内需"必要性进一步提升。 美国近期实施的关税政策力度远超预期，扰动全球贸易秩序，加剧全球经济放缓风险。中美贸易摩擦动态 演绎，截至4月16日，中国出口美国的个别商品累计各种名目的关税已达到245%[1]。在此背景下，我国政府迅速采取针对性措施，包括对等关税、出口管 制、反倾销调查、WTO诉讼等[2]，维护多边贸易。与此同时，在外部尤其贸易前景尚不明朗的背景下，更为积极地实施内需刺激政策必要性提升，以国 内增长确定性应对外部环境的不确定性。 当前时点"扩内需"的效果或优于以往。第一，从政策空间来看， 近期公布的物价数据显示，CPI同比2月起再次进入负增长区间，PPI同比持续低位运行， 通胀低位为货币宽松和财政刺激提供了更大操作空间。 第二，从政策目标来看， 扩大内需是去年底经济工作会议以及两会明确的首要任务[3]。特别地， 2024年地方政府债务置换计划落地后，地方偿债压力缓解，为新增投资及民生支出释放财政空间，地方政府配合中央逆周期调控的能力和意愿增强。 第 三，私人部门信心逐步企稳。 3月统计局公布的商品房销售面积、销售金 ...