Core Insights - The rise of "chat broadcasting" in live e-commerce has drawn significant public attention, especially with the upcoming 618 shopping festival. This new model has shown astonishingly high commission rates, particularly for popular products like collagen masks, raising questions about their actual content and value [1][4]. Group 1: Chat Broadcasting Model - The "chat broadcasting" model emerged from algorithm adjustments on a platform last year, which prioritized user engagement and time spent on the platform, leading to higher conversion rates for sellers [4]. - A prominent chat broadcaster, known for her compelling personal story, reportedly achieved a GMV (Gross Merchandise Volume) exceeding 2 billion yuan last year [4]. - The average viewing time for chat broadcasts is 3-5 times longer than traditional selling formats, allowing for sustained natural traffic recommendations from the platform, thus reducing customer acquisition costs [4][5]. Group 2: Commission Structures - The commission structure in the beauty and skincare sector is particularly high, with base commissions around 60%, and total fees often reaching 80% of sales [5]. - Different product categories exhibit significant commission disparities, with beauty products facing the highest rates, while clothing and electronics have much lower commissions [5]. - A complete commission distribution typically includes platform service fees, MCN agency shares, and various intermediary costs, with top-tier broadcasters commanding higher personal shares due to their negotiation power [5]. Group 3: Market Dynamics - Despite high commission rates driving traditional beauty brands to reduce their live-streaming investments, many white-label products are thriving in this environment, often achieving a gross margin of around 15% even after paying high commissions [6]. - White-label products typically minimize costs by avoiding brand development and focusing resources on traffic acquisition and partnerships with broadcasters, which is viewed as a short-sighted business model [6][7]. - As the live e-commerce landscape matures, brands are beginning to shift towards building their own broadcasting systems to reduce reliance on top broadcasters, aiming for healthier profit margins and direct user engagement [7]. Group 4: Product Integrity Concerns - A specific collagen mask promoted by a leading chat broadcaster was found to contain no detectable collagen, raising consumer concerns about product integrity [8][11]. - Testing reports confirmed the absence of collagen in the product, leading to questions about the marketing claims made by the broadcaster and the brand [8][11].