以屏幕为窗口、以内容为桥梁，这家始于一方直播间、最终链条却辐射至全行业的直播生态构建者，打 造出了一个个为"所有女生"的线上空间，成为连接品牌、产品与数千万消费者的超级节点。 美ONE的路径，为观察一个新经济业态如何实现健康、可持续的"价值共生"，提供了极具代表性的样 本。 自2014年成立以来，作为一家以内容为核心驱动力的直播电商企业，美ONE始终将内容视为连接品牌 与消费者的核心纽带。 2016年，美ONE启动行业首创的"BA网红化"项目，李佳琦加入并创立"李佳琦直播间"。2018年，公司 将其逐步打造为中国最具辨识度的个人直播IP之一，实现了从"带货场"到"内容IP"的关键跃迁。 在深耕核心IP的同时，美ONE构建了完善的直播间矩阵，开设了以白天时段为主的"所有女生直播间"， 专注时尚垂类的"所有女生的衣橱直播间"，以及聚焦高品质女装的"所有姐姐的衣橱直播间"等，形成差 异化、互补性的内容布局，精准触达不同消费人群。 在消费变革浪潮奔涌、商业价值重塑的2025年，美ONE凭借其在直播电商领域的持续创新、对消费生 态的深远影响，以及"内容驱动、长期主义"的品牌实践，成功获得"年度行业影响力品牌"荣誉称号。 ...

Core Insights - Li Jiaqi's livestreaming room has successfully transformed from a "transaction space" to a "lifestyle space," enhancing user interaction with brands and creating a new paradigm for the livestream e-commerce IP ecosystem [1][10] Group 1: Offline Activities - The "Double Team Registration" mechanism introduced during the tasting event allows participants to match with tasting partners online, lowering entry barriers for new users and enhancing the sense of belonging for existing users [4][6] - Interactive elements such as sticker voting and games have turned traditional online interactions into tangible offline experiences, while maintaining the humorous style of the livestream [4][6] - The tasting event creates a closed loop of "experience-socialization-dissemination," activating user memories and expanding the influence of Li Jiaqi's IP through social sharing [4][9] Group 2: Original Variety Show - The original variety show "All Girls' Offers" deepens the IP's connotation by revealing the behind-the-scenes of commercial negotiations, enhancing trust through transparency [6][9] - The show features a mechanism allowing audience feedback to influence negotiations, which strengthens the sense of community among users [7][9] - Post-broadcast data shows a 22% increase in conversion rates and an 18% reduction in user repurchase cycles for brands featured in the show [7][9] Group 3: Emotional Connection and Brand Value - The success of both the tasting event and the original variety show lies in their ability to create emotional connections, enriching the IP's emotional connotation and forming an ecological closed loop of "online seeding-offline experience-online dissemination" [9][10] - The commercial value derived from emotional connections is multifaceted, providing brands with credible word-of-mouth, creating shareable content for Li Jiaqi's livestream, and offering users a sense of belonging and enjoyment beyond mere shopping [9][10] Group 4: Future of IP Ecosystem - Li Jiaqi's IP expansion reflects a redefinition of consumption scenarios, shifting from price sensitivity to emotional resonance [10] - The innovative attempts by the team, such as the offline "Naiwa Family Coffee Shop" and the reality show format of "2025 All Girls' Offers," demonstrate a keen sensitivity to content form innovation [10] - The practice of transforming transactions into emotional experiences and personal IP into an ecological system is essential for sustained brand vitality in the attention economy [10]