Core Viewpoint - The fifth Live E-commerce Festival in Guangzhou highlighted the transformation and strategic initiatives of XinXuan Group under the leadership of Chairwoman Chu Ruixue, focusing on emotional engagement and innovative content delivery in e-commerce [1][3]. Group 1: Transformation Achievements - XinXuan Group has achieved three major transformation results in over 110 days since Chu Ruixue took over: 1. Establishment of a stable content output rhythm through the normalization of "basic daily broadcasts" [3]. 2. Strengthening the anchor incubation system, creating a diverse ecosystem with collaboration between seasoned anchors and emerging talents [3]. 3. Focusing on the consumption needs of middle-aged and elderly consumers by launching specialized sessions for the 50s and 60s demographics [3]. Group 2: Innovative Strategies - The company introduced a new immersive selling model through the first multi-scenario live broadcast, featuring 13 scene switches and 8 costume changes in a single session [3]. - Chu Ruixue emphasized the importance of emotional resonance with consumers, stating that the new "scenario-based selling" approach provides emotional value beyond just products [3]. Group 3: Performance Metrics - During the Double 11 shopping festival, sales for XinXuan's mid-tier anchors increased by 29% year-on-year, reflecting the effectiveness of the company's strategies in empowering its anchors and enhancing consumer service [3].