Core Insights - The live streaming economy is becoming a key driver for activating consumer potential and facilitating trade flow [1] - The Shanghai government is actively promoting the development of the live streaming economy through various initiatives and support [9][10] Company Overview - Rongmomo Live Streaming Center, operated by Shanghai Rongmomo Digital Technology Co., was established in 2021 and features over 20,000 square meters of live streaming space with 150 dedicated brand studios and 300 skilled hosts [2][4] - Rongmomo has provided one-stop live streaming and operational services for over 120 international mid-to-high-end brands, establishing itself as a new landmark in the live streaming industry in Changning District [4] Technological Innovations - Rongmomo has developed the "Kuixing Live Streaming Operation Management System," which utilizes big data and AI algorithms to enhance host performance and audience engagement [5] - The "Tianquan Live Streaming Monitoring System" allows for real-time detection and optimization of live streaming content, significantly reducing compliance risks [7] Market Trends - The Shanghai live streaming retail market is projected to reach approximately 493.7 billion yuan in 2024, representing a year-on-year growth of 12.9%, making it the top city in the country for live streaming retail [9] - The Changning District has launched a three-year action plan to promote high-quality development in the live streaming economy, focusing on nurturing key players and optimizing the industry ecosystem [9][11] Future Directions - Rongmomo aims to continue leveraging high-quality content and technological services to empower brand live streaming, enhancing commercial decision-making and trade efficiency [10] - The Changning District plans to further develop its live streaming economy, fostering a professional talent pool and creating a vibrant e-commerce ecosystem that connects the Yangtze River Delta and international markets [11]

Core Insights - Shanghai's live streaming economy is leading the nation with a projected retail sales of approximately 493.7 billion yuan in 2024, reflecting a year-on-year growth of 12.9% [1] - The city's unique "quality" and "brand" advantages are key factors in its top ranking among Chinese cities in live streaming retail [1] Group 1: Industry Development - The "容么么直播中心" in Changning District features 150 professional live streaming rooms, emphasizing a commitment to high-quality content creation [4] - The center operates with a large team of 20 to 40 people supporting each live stream, focusing on empowering brand growth rather than individual influencer branding [4] Group 2: Technological Innovation - The "容么么数智化直播管理平台" monitors live streams in real-time, ensuring compliance and quality through AI technology [6] - The "天权" monitoring system collaborates with local regulatory bodies to enhance non-intrusive oversight of live streaming activities [6] - A comprehensive digital management system, including "魁星系统," "瑶光系统," and "天枢系统," optimizes the training and management of live streamers [6] Group 3: Government and Enterprise Collaboration - Shanghai has established itself as a pioneer in promoting high-quality live streaming through dedicated action plans and regulatory frameworks [8] - The city has created 20 unique live streaming e-commerce bases, with "容么么" being a prominent example of successful industry growth [8] - Changning District's action plan focuses on integrating live streaming with various sectors, while also supporting industry standards and talent development [10]