超头主播正设法调动消费者的新鲜感。6月15日，罗永浩以虚拟数字人的形象在百度电商直播，观 看量超过300万人。无独有偶，近日薇娅的穿搭秀视频也在粉丝中传播。今年"6·18"，超级主播们正设 法为公司业务攒流量、拓渠道，带动新品牌的曝光。连直呼"实在没力气卖货"的辛巴，也为快手带动超 40亿元的销售额。 超级主播依然是直播机构的"灵魂人物"。尽管近年来他们努力低调，却依然躲不过流量危机感和公 司的期待。 这些薇娅的生活穿搭照一定程度上也为"谦寻超级会员"小程序实现了流量铺垫。在6月12日晚间的 促销中，该小程序上架的服饰品牌TOSEE和法麦罗的商品均已售罄，而薇娅部分穿搭同款就来自 TOSEE。 上述两个服饰品牌也在淘宝开有店铺。TOSEE旗舰店粉丝量达10.7万，服饰主打休闲时尚，价位在 100—500元区间。而法麦罗旗舰店粉丝有6.6万，切入中高端价位，风衣、西装售价在千元左右。根据 天猫的信息，TOSEE和法麦罗两家店铺经营主体分别为杭州穿搭方程贸易有限公司、杭州法麦罗贸易 有限公司。天眼查显示，两家公司的法人分别为黄兆艺和杨铭声，注册地均在杭州萧山区盈丰街道，与 谦寻无股权上的交集。 那么，薇娅是否有参 ...

Core Viewpoint - The recent activities of the company "Three Sheep" suggest a potential return of the popular streamer "Xiao Yang Ge" to the public eye, following a year-long hiatus, as indicated by the launch of live streaming by other hosts under the same brand and promotional content featuring Xiao Yang Ge [1][4][6]. Group 1: Recent Developments - Three Sheep's hosts began live streaming on Douyin, attracting significant attention with over 100,000 viewers during the initial broadcast [3]. - The official WeChat account of Three Sheep released a charity post featuring Xiao Yang Ge, interpreted as a signal of his possible return [4]. - The live streaming event on September 15 showcased low-cost products, indicating a cautious approach to re-entering the market [6]. Group 2: Market Response - The sales figures from the recent live stream were significantly lower than Xiao Yang Ge's previous performances, with sales ranging from 250,000 to 500,000 yuan for the top host [7]. - Despite the lower sales, the structured approach to the live stream indicates a serious intent to re-establish the brand [7]. Group 3: Strategic Expansion - During the hiatus, Three Sheep has been actively exploring various avenues, including international expansion and the establishment of a self-owned platform [8][10]. - The company launched the "Xiao Yang Zhen Xuan" app, aiming to replicate its influence, although initial sales figures have been disappointing compared to Douyin [12]. - The "Ten Thousand Sheep Plan" aims to cultivate a large number of new hosts and brands, indicating a long-term growth strategy [13]. Group 4: Industry Challenges - The regulatory environment for live streaming has tightened, with new guidelines being introduced to manage the industry more effectively [17][21]. - The shift in platform strategies towards smaller hosts and away from super influencers suggests a changing landscape that may impact the return of Xiao Yang Ge [17][21]. - The public sentiment towards the brand remains mixed, with some fans expressing eagerness for a return while others remain skeptical due to past controversies [25][26].

Core Viewpoint - The recent live broadcasts by three hosts under the brand "San Zhi Yang" on Douyin showed limited sales performance despite significant viewer engagement, indicating potential challenges in the brand's current marketing strategy and product appeal [1][2]. Group 1: Live Broadcast Performance - Three hosts, including Zui Ge, Lao K, and Qiao Mei, resumed live streaming on Douyin, each broadcasting for nearly an hour [1]. - Sales figures for the hosts were modest, with Lao K selling 1,000-2,500 items generating sales of 25,000-50,000 yuan, Qiao Mei selling 7,500-10,000 items with sales of 100,000-250,000 yuan, and Zui Ge achieving a peak viewership of 109,000 with sales of 10,000-25,000 items totaling 250,000-500,000 yuan [1][2]. Group 2: Product Offering and App Development - The products promoted by the hosts were from the self-owned brand "Xiao Yang Zhen Xuan," including garbage bags, dental floss, and toothbrushes [2]. - "Xiao Yang Zhen Xuan" has launched its own app, which offers exclusive discounts and membership benefits for 99 yuan per year, expanding its sales channels beyond Douyin [2][3]. Group 3: Historical Context and Brand Challenges - Since September 2024, the "San Zhi Yang" brand has faced operational challenges, including a suspension of broadcasts and a requirement to rectify issues related to consumer after-sales service [3]. - Several prominent hosts have terminated their contracts with "San Zhi Yang," indicating a potential decline in brand loyalty and market presence [4].

Group 1 - The core viewpoint of the articles indicates that the MCN industry is shifting from a traffic-driven economy to a supply chain-driven economy, highlighting the importance of supply chain capabilities for survival and competitiveness [1][3][4] - Major MCNs are increasingly focusing on building their own brands and reducing reliance on top influencers, as seen with companies like Oriental Selection and Yao Wang [4][5][6] - The trend of relocating headquarters to areas with strong supply chain capabilities, such as the return of Xin Xuan Group to Guangzhou, emphasizes the need for proximity to manufacturing and logistics [2][3] Group 2 - The establishment of new brands, such as the sanitary napkin brand launched by Yao Wang, reflects a strategic move towards integrating supply chain management with brand development [4][5] - The introduction of self-operated apps and private domain e-commerce strategies by various MCNs indicates a shift towards direct consumer engagement and brand loyalty [17][18][19] - The exploration of new markets, including AI integration and overseas expansion, represents a significant opportunity for growth in the evolving landscape of the live commerce industry [20][21][22][23]

Group 1 - The core logic of live-streaming e-commerce, "lowest price on the internet," is losing its effectiveness as major platforms like Taobao, JD, and Pinduoduo intensify price competition, leading top streamers to diversify their activities beyond live selling [1][2][5] - Super streamers like Li Jiaqi and Xinba are reducing their live-streaming frequency and exploring new business avenues, while others like Dong Yuhui express dissatisfaction with their current roles [1][2][5][11] - The shift in strategy is evident as some streamers, such as Wei Ya, transition to behind-the-scenes roles and engage in various promotional activities, indicating a broader trend of adaptation in the industry [2][5][7] Group 2 - Li Jiaqi remains a dominant figure in live-streaming, actively participating in promotional events and maintaining high engagement levels during the 618 shopping festival, with his live-streaming room achieving significant sales figures [7][10][8] - Dong Yuhui's participation in the 618 festival is limited compared to others, yet he still achieves impressive results, indicating a potential for growth despite a lower frequency of appearances [11][13] - The collaboration between Luo Yonghao and Baidu's e-commerce platform highlights a strategic partnership aimed at leveraging AI technology to enhance the live-streaming experience and improve operational efficiency [16][18] Group 3 - The aftermath of the "Hong Kong Meicheng Mooncake" incident has led to a significant decline in the popularity of Xiao Yang Ge, who has not resumed live-streaming, while exploring new business models [19][21] - Xinba's return to the live-streaming scene during the 618 festival showcases his strong sales performance, emphasizing the competitive nature of the industry and the importance of emotional engagement in marketing [22][24] - The overall contribution of live-streaming and short videos to e-commerce GMV remains substantial, indicating that despite the rise of other sales channels, live-streaming continues to play a critical role in the industry [24]