Core Viewpoint - The live e-commerce industry is transitioning from a phase of aggressive traffic growth to a focus on long-term brand value operations, as exemplified by the recognition of natural堂 at the first CMG Live E-commerce Awards [2][3][4]. Group 1: Industry Recognition and Trends - The CMG Live E-commerce Awards serve as a benchmark for the industry, promoting advanced operational models and high-quality development [4]. - Natural堂's award signifies a paradigm shift in domestic beauty brands within the live e-commerce sector, moving away from reliance on traffic-driven sales to a brand-centric approach [3][6]. Group 2: Operational Excellence - Natural堂's performance in live e-commerce is characterized by high user coverage and repurchase rates, reflecting a long-term commitment to refined operations rather than short-term traffic boosts [6][8]. - The brand has maintained a positive reputation in the live e-commerce space, avoiding negative public sentiment through professional product explanations and robust customer service [6][9]. Group 3: Strategic Live Streaming Model - Natural堂 employs a dual-driven model of "self-broadcasting" (70%) and "influencer broadcasting" (30%), allowing the brand to retain control over user assets and maintain profitability while leveraging influencers for initial trust [8][9]. - This "70/30" structure is viewed as a mature model for transitioning from short-term traffic battles to long-term value operations [8][9]. Group 4: R&D and Digitalization - Natural堂 has invested in R&D since 2013, establishing a comprehensive scientific framework that includes over 20 laboratories and a focus on proprietary ingredient development [13][14]. - The brand's digital transformation, initiated in 2020, has led to significant improvements in supply chain efficiency and inventory management, enhancing overall operational effectiveness [15][17]. Group 5: Balanced Channel Strategy - Natural堂 maintains a balanced channel structure with approximately 70% online and 30% offline presence, allowing for resilience against market fluctuations [18][20]. - The brand has successfully penetrated major e-commerce platforms and has a robust offline retail network, contributing to consistent sales growth across channels [20][21]. Group 6: Product Diversification - The brand's diverse product portfolio spans five core categories, reducing risks associated with reliance on a single product line [21][22]. - Recent innovations, such as the dual-ended eye essence, reflect natural堂's commitment to addressing consumer needs and enhancing its product matrix [21][22]. Group 7: Systematic Approach to Brand Value - Natural堂's systematic approach integrates R&D, digitalization, channel management, and product development, ensuring a solid foundation for sustainable growth in the competitive live e-commerce landscape [23][24]. - The recognition at the CMG Awards highlights the brand's successful transition from a traffic-focused mindset to one centered on long-term brand value and consumer engagement [23][24].