淘宝直播商家运营方法论丨 白皮书 序言： 近年来，中国直播电商行业经历高速增长后迈入"效率驱动"新周期。用户行为的多线程跳跃、消费需求的分 层化演进、品质与信任价值的权重攀升以及全域流量生态的碎片化挑战等，共同推动商家的运营逻辑迎来全 面焕新的临界点。如何实现商品全生命周期的高效管理、如何在全域场景中精准触达用户、如何协同短期爆 发与长期品牌价值沉淀，成为商家突围的核心命题。 在此背景下，淘宝直播与艾瑞咨询联合发布2025年淘宝直播商家运营方法论白皮书，旨在为商家提供系统 性策略指引。基于对行业趋势的深度洞察，我们提出E-MAX商家运营框架，以全周期供给、全触点渗透、 全场域营销为核心举措，助力商家优化商品效能、打通流量壁垒、整合营销资源，最终实现平台全生态协 同。 本白皮书不仅剖析了直播电商市场的结构性变化，更结合淘宝直播平台的实战经验，通过头部商家的成功案 例验证策略的有效性。我们期待，通过这份报告为直播电商从业者提供前瞻性视角与可落地的解决方案，帮 助商家构建"稳存量、拓增量"的可持续路径。 2024年直播电商市场增速为17.7%，行业迈入"效率驱动"新周期 2024 年中国直播电商市场规模达 5.8 ...

Core Viewpoint - The article emphasizes the transition of the live e-commerce industry in China into a new phase driven by efficiency, focusing on refined operations in product management, traffic, and marketing strategies to achieve sustainable growth [1][2]. Group 1: Market Overview - The live e-commerce market in China is projected to reach 5.8 trillion yuan in 2024, reflecting a year-on-year growth of 17.7%, indicating a shift from extensive growth to deep operational efficiency [2]. - The industry is facing structural challenges as user growth slows, with user penetration rates in short videos, live broadcasts, and online shopping exceeding 75%, leading to a focus on existing user engagement [5]. Group 2: User Behavior and Demand - User behavior is evolving towards a multi-threaded approach, with consumers actively comparing products across platforms, necessitating a non-linear, dynamic outreach strategy from merchants [8]. - There is a notable shift in consumer demand from "extreme cost-effectiveness" to a dual focus on "price + quality," with 76.9% of consumers prioritizing product quality over price sensitivity [14]. Group 3: Merchant Strategies - Merchants are required to adopt refined strategies for user operations, focusing on "activating existing users, deepening demand, and recreating value" to maximize user lifetime value [5]. - The E-MAX merchant operation framework is introduced, emphasizing full-cycle supply, all-touchpoint penetration, and cross-field marketing to enhance product efficiency and integrate marketing resources [21][60]. Group 4: Operational Methodologies - The full-cycle supply strategy involves enhancing the efficiency of product supply across different stages: incubation, explosion, and deep cultivation, with tailored strategies for each phase [23][61]. - The all-touchpoint penetration strategy aims to connect various traffic channels, including public and private domains, to reach dispersed users effectively [33][36]. Group 5: Marketing Integration - The all-field marketing approach integrates live marketing with brand marketing, creating a resonance effect that enhances both short-term sales and long-term brand positioning [63]. - Merchants are encouraged to leverage platform resources for dynamic marketing strategies that balance promotional bursts with ongoing operational efficiency [19][46]. Group 6: Case Studies and Examples - Successful case studies highlight how brands like UR and vivo have utilized the E-MAX framework to achieve significant sales growth and brand exposure through strategic live broadcasts and marketing campaigns [66][84]. - The article illustrates how high-quality content and differentiated product offerings can drive brand recognition and consumer trust, essential for long-term success in the live e-commerce landscape [78][79].

Core Viewpoint - The article emphasizes the transition of the live e-commerce industry in China from a "traffic expansion" phase to an "efficiency-driven" phase, highlighting the need for merchants to adopt refined operational strategies to achieve sustainable growth [1][2][5]. Group 1: Market Trends - The live e-commerce market in China is projected to reach 5.8 trillion yuan in 2024, reflecting a year-on-year growth of 17.7%, indicating a shift towards deep operational efficiency [2]. - User growth in the live e-commerce sector is slowing, with user penetration rates in short videos, live streaming, and online shopping exceeding 75%, necessitating a focus on existing user engagement [5]. Group 2: User Behavior and Demand - User behavior is characterized by multi-threaded decision-making, with a shift in consumer attention towards a combination of "shelf + content," requiring merchants to create non-linear, dynamic outreach strategies [8]. - Consumer demand is increasingly fragmented, with a notable shift from a focus on "extreme cost-performance" to a dual emphasis on "price + quality," as 76.9% of consumers prioritize product quality over price sensitivity [14]. Group 3: Merchant Strategies - Merchants are encouraged to implement refined user operation strategies that focus on "activation of existing users, demand exploration, and value reconstruction" to maximize user lifecycle value [5]. - The E-MAX merchant operation framework is introduced, focusing on "full-cycle supply, full-touchpoint penetration, and full-field marketing" to enhance product efficiency and integrate marketing resources [21][60]. Group 4: Operational Framework - The full-cycle supply strategy involves optimizing the product lifecycle through differentiated strategies for the incubation, explosion, and deep cultivation phases [23][61]. - Full-touchpoint penetration aims to connect various traffic channels, including public and private domains, to enhance user engagement across multiple platforms [33][62]. - Full-field marketing integrates live and brand marketing resources to create a synergistic effect, enhancing both immediate sales and long-term brand recognition [63][64]. Group 5: Case Studies and Examples - Successful case studies illustrate how brands like UR and vivo leverage the E-MAX framework to achieve significant sales growth and brand exposure through strategic marketing initiatives [66][85]. - The article highlights the importance of AI technology in upgrading live streaming operations, improving efficiency and effectiveness for merchants [90][91].

Group 1: Market Overview - The Hang Seng Index rose by 386 points or 1.6%, closing at 24,590, marking a four-day cumulative increase of 697 points or 2.9% [4][5] - The trading volume for the day was 288.4 billion HKD, with a net inflow of 3.82 billion HKD from northbound trading [4] - Major blue-chip stocks such as HSBC and Tencent saw increases of 1.1% and 3.5% respectively, while Meituan surged by 4.4% [4] Group 2: Economic Indicators - Hong Kong's overall export volume increased by 13.4% year-on-year in May, while import volume rose by 16.5% [8] - The export prices and import prices rose by 1.8% and 1.9% respectively [8] - Exports to Taiwan, Vietnam, India, and mainland China showed significant year-on-year increases of 48%, 39.5%, 37.6%, and 15.9% respectively [8] Group 3: Company-Specific Developments - QiuTai Technology plans to sell 51% of its Indian subsidiary for approximately 4.61 billion RMB, with expected net proceeds of about 3.57 billion RMB for operational funding [13] - Longfor Group reported a 31.51% year-on-year decrease in total contract sales amounting to 35.01 billion RMB in the first half of the year [14] - Air China experienced a 3.9% year-on-year increase in passenger turnover for June, with an average seat occupancy rate of 81.1% [15] Group 4: Regulatory and Policy Updates - The Hong Kong Industrial Federation proposed seven policy initiatives to develop a new industrial strategy focusing on high-end manufacturing [9] - The State Administration for Market Regulation is intensifying efforts to regulate the live e-commerce sector, aiming to address prominent issues and protect consumer rights [10] - New regulations prohibit local asset management companies from creating new hidden debts for local governments [11]

Core Insights - The article emphasizes the transition of the live e-commerce industry in China into an "efficiency-driven" phase, focusing on refined operations in product management, traffic, and marketing strategies to achieve sustainable growth [2][5][60] Group 1: Market Overview - The live e-commerce market in China is projected to reach 5.8 trillion yuan in 2024, reflecting a year-on-year growth of 17.7% [2] - The industry is shifting from "traffic expansion" to "efficiency-driven" operations, necessitating a systematic integration of traffic and multi-ecosystem collaboration for long-term growth [2][5] Group 2: User Behavior and Demand - User growth in the live e-commerce sector is slowing, with penetration rates for short videos, live broadcasts, and online shopping exceeding 75%, prompting a shift from broad user acquisition to deep user engagement strategies [5][8] - Consumer demand is becoming fragmented, with a notable shift from "extreme cost-performance" to a dual focus on "price + quality," indicating a need for merchants to adapt their product offerings accordingly [11][14] Group 3: Merchant Strategies - Merchants are encouraged to develop a non-linear, dynamic approach to reach users, utilizing multiple touchpoints and time-segmented content strategies to enhance conversion rates [8][19] - The E-MAX merchant operation framework is introduced, focusing on maximizing supply efficiency, penetrating all touchpoints, and integrating marketing resources to achieve ecosystem synergy [21][60] Group 4: Operational Framework - The E-MAX framework consists of three main strategies: Maximizing Cycle Supply, Adaptive Access, and X-Field Marketing, aimed at optimizing product efficiency and enhancing marketing effectiveness [21][60] - The full-cycle supply strategy involves managing products through their lifecycle stages: incubation, explosion, and deep cultivation, with tailored strategies for each phase [23][61] Group 5: Marketing and Brand Building - The article highlights the importance of integrating live marketing with brand marketing to create a synergistic effect that enhances both immediate sales and long-term brand recognition [19][63] - Merchants are advised to leverage AI technology to improve operational efficiency and effectiveness in live streaming, addressing challenges such as information filtering and operational costs [90][91]

Core Insights - The report indicates that the revenue scale of China's live streaming industry is projected to reach 212.64 billion yuan in 2024, reflecting a year-on-year increase of 1.5% compared to 2023 [3] - As of the end of 2024, there are 13,841 licensed operating internet cultural units, with 3,828 new approvals in 2024 [3] - Major platforms such as Douyin, Kuaishou, WeChat Video Account, Taobao Live, and Bilibili continue to lead the industry by enhancing content depth and exploring AI applications [3] - The number of domestic MCN (Multi-Channel Network) agencies is estimated to be nearly 29,000 by May 2025, an increase of approximately 2,200 from 2024 [3] - The total number of live streaming accounts in China reached nearly 193 million by the end of May 2025, with a year-on-year growth of about 7.2% [4] Industry Developments - The live streaming industry is experiencing steady growth, with a focus on deepening vertical content ecosystems and improving user experience through AI technologies [3] - MCN agencies are evolving with significant advancements in refined operations, IP incubation, cross-industry integration, and international exploration [3] - The professionalization of streamers and content creators is increasing, with high-quality content creation becoming a core competitive advantage [3][4] - Monthly active broadcasting accounts are approximately 33.27 million, with 13 million new broadcasting accounts added in 2024 [4]

Core Viewpoint - The article emphasizes the transition of the live e-commerce industry in China into a new phase driven by efficiency, focusing on refined operations in product management, traffic, and marketing strategies to achieve sustainable growth [2][5][60]. Group 1: Market Overview - The live e-commerce market in China is projected to reach 5.8 trillion yuan in 2024, reflecting a year-on-year growth of 17.7%, indicating a shift from extensive growth to a phase of deep operational efficiency [2]. - The industry is facing structural challenges as user growth slows, with user penetration rates in short videos, live streaming, and online shopping exceeding 75%, leading to a focus on user retention and value extraction [5][11]. Group 2: User Behavior and Demand - User behavior is characterized by multi-threaded decision-making, with a shift in consumer attention towards a combination of "shelf + content," necessitating a non-linear, dynamic approach to reach users effectively [8][14]. - There is a notable shift in consumer demand from "extreme cost-effectiveness" to a dual focus on "price + quality," with 76.9% of consumers prioritizing product quality over price sensitivity [14][17]. Group 3: Operational Strategies - The E-MAX merchant operation framework is introduced, focusing on maximizing supply efficiency throughout the product lifecycle, penetrating all touchpoints, and integrating marketing resources for ecosystem synergy [21][60]. - The framework includes three phases: incubation, explosion, and deep cultivation, each requiring tailored strategies to enhance product supply efficiency [23][61]. Group 4: Marketing and Brand Building - The article highlights the importance of integrating live marketing with brand marketing to create a synergistic effect, enhancing both immediate sales and long-term brand recognition [19][63]. - Brands are encouraged to leverage seasonal marketing events and innovative live streaming strategies to maximize exposure and drive sales during peak periods [44][46]. Group 5: Case Studies and Practical Applications - Successful case studies illustrate how brands like UR and vivo have effectively utilized the E-MAX framework to achieve significant sales growth and brand exposure through strategic live streaming and marketing initiatives [66][85]. - The article emphasizes the role of AI in enhancing the operational efficiency of live streaming, helping merchants optimize their entire operational chain [90][91].

Group 1 - The core point of the article is that Gree Electric Appliances will have its first live streaming event on Taobao, hosted by its chairman Dong Mingzhu, on June 5 at 6 PM [1]

淘宝想用品质直播撬动更多增长。 这几年还能做大生意的消费品牌和平台，大抵都做对了一件事：让消费者更愉悦地花钱。愉悦可能源 自便宜的价格、有趣好看的设计、令人心动的种草，但最终都会回归商品的品质 —— 如果买到的货 品和服务是劣质的，快乐和信任也会即刻崩塌。 直播电商是当中最好的例子。过去作为流量杠杆的直播间，撬动了稀缺的用户注意力，并将其转化为 购买欲和销售额，消费者很容易为了喜欢的主播、刺激的销售方式、低价而冲动下单。 2019 至 2023 年，中国直播电商行业市场规模从不到 5000 亿元增长至近 5 万亿元，几乎已经赶上作 为国民消费支柱的传统餐饮业，迅速壮大的同时也埋下了很多隐患。 行业积弊最终在 2024 年集中爆发，香港月饼产地不在香港，红薯粉条成分里没有红薯。一个又一个 头部大主播因为劣质商品、虚假宣传被停播、罚款，甚至封号。 这成为了直播电商的分水岭，全行业销售额增速回落至 18%，一直坚守品质直播的淘宝反而逆势高速 增长。去年淘宝直播整体成交金额、购买用户数均同比大幅增长，年活跃买家超过 2 亿，核心主播成 交额同比增长 36%。 3 月 31 日，在一年一度的直播盛典上，淘宝直播宣布进一 ...