广州主播数量五年稳居全国第一 作为"购在中国·2025精品消费月"的重要活动，本次电商节拉开了为期一个月的线上促消费序幕。广州 市商务局相关负责人表示，将以此次活动为契机，持续优化直播电商发展环境，加快培育产业新动能， 全力打造具有全国影响力的直播电商产业高地，为构建广州数字经济发展新格局贡献更多电商力量。 行业前瞻：从"流量战"转向"价值战" 在产业转型的关键节点，本次盛典成为观察行业风向的重要窗口。据中国国际电子商务中心电商首席专 家李鸣涛介绍，直播电商正步入新发展阶段，"矩阵化运营、去个人IP的'店播'模式兴起"与"直播电商 +产业带"深度融合成为显著特征。2024年，中国直播电商市场规模已接近全国网上零售额的四成，职 业主播数量同比增长1.5倍。 广东省直播电子商务协会专家委主任漆贤军预测，"十五五"期间行业将向规范化、专业化、国际化加速 转型。广州市直播电子商务行业协会现场发布的《广州直播电商发展报告》，系统梳理了产业生态培 育、政策创新、人才建设等方面的"广州路径"，为全国直播行业健康发展提供参考。 在"破除内卷壁垒，开辟价值蓝海"圆桌论坛上，淘宝直播、抖音电商、快手电商等多个平台负责人一致 认为 ...

在2025年"双11"大促中，直播电商以全域兴趣电商模式，成为拉动消费新增量的核心引擎之一，不仅带 动传统品类销量攀升，更激活了多元消费需求，为实体经济注入强劲动力。 11月12日发布的《2025"抖音商城双11好物节"数据报告》显示，10月9日至11月11日，6.7万个品牌 销售额同比翻倍，超过10万商家直播销售额同比翻倍，印证了直播电商在激活消费潜力、赋能实体经济 中的关键作用。 好内容，成就好销量。在今天的直播间，优质内容正成为驱动品牌增长的核心引擎。从之禾的"文 化沙龙式"直播，到探路者的"地理反差"上新，从知识型达人的文创分享，到非遗手艺人的技艺呈现， 多样化的内容场景让购物不再是单纯的交易，更成为一种文化体验。平台借助算法技术，精准连接"好 内容""好商品"与"多元需求"，既帮助商家降低运营成本、提升转化效率，也为消费者带来更便捷、更 有温度的购物体验，最终实现商家、用户与平台的多方共赢。百雀羚从"销量战场"迈向"价值阵地"的转 型，正是品牌通过自播深耕用户心智的生动例证。这种"内容+品牌"的深度融合，让国潮商品不仅能 够"爆红"，更有可能"长红"，推动国货从"中国制造"向"中国质造"与"中国智造 ...

每经记者｜谢振宇 实习生 范芊芊 每经编辑｜魏官红 帅青红认为，直播电商平台目前主要分为三大类，包括传统电商平台，快手、抖音等专门做直播和短视频的平台以及微信、微博等原有的社交 内容平台。 帅青红认为，直播电商的最大特征就是把用户、平台、电商有效联系在一起。"具体来说，直播电商的核心是主播的人气度与专业度；直播是 社交媒体，是面对面的、有温度的交流；直播多为第三方平台，海量内容同时上传、智能分发。" 此外，帅青红谈到，直播推动了实体经济的发展。其中，主播是核心，信任是前提，内容是基础，垂直领域是特征，直面交流是重点，可靠供 应是保障。 西南财经大学党委委员帅青红 图片来源：每经记者 张建 摄 今日（4日）下午，"成都互联网项目投融资大会·每经路演"于第九届中国网络视听大会期间举行。会上，西南财经大学党委委员帅青红发表题 为"直播电商如何推动实体经济发展"的主题演讲。 ...

Core Insights - The article highlights the decline of the live-streaming e-commerce industry, illustrated by the drastic drop in rental prices at the Lijing International building in Hangzhou, from 4,500 yuan to 1,200 yuan, reflecting the industry's cyclical nature and the end of an era for many streamers [1][3][5] Industry Overview - The live-streaming e-commerce sector experienced rapid growth during the pandemic, with significant capital influx and a surge in activity, creating a vibrant but ultimately unsustainable environment [3][4] - The industry is now facing a transition from a "people-oriented" strategy to a focus on efficiency and specialization, as the initial wave of growth driven by individual charisma and low prices is giving way to a more structured and competitive landscape [3][4] Market Dynamics - The current market is characterized by a significant restructuring of business models, with a shift towards professionalization and vertical integration, as evidenced by the need for specialized knowledge in areas such as medicine and agriculture for live-streaming [4] - The decline in rental prices serves as a microcosm of the broader economic transformation in China, emphasizing the return to fundamental business principles and the importance of creating real value [5] Future Outlook - The article suggests that while the live-streaming industry is undergoing a necessary "bubble-popping" phase, it is also paving the way for a new ecosystem that prioritizes quality and expertise over quantity [4][5] - The decline in rental prices is viewed not as an endpoint but as a new starting point for the industry, indicating that those who adhere to sound business practices will be better positioned to thrive in the future [5]

Core Insights - The article discusses the decline of the live-streaming industry in Hangzhou, particularly focusing on the once-thriving Regin International building, which has seen a significant drop in activity and rental prices, reflecting a broader trend of retreat among influencers and e-commerce businesses in the region [4][5][6]. Industry Overview - The live-streaming industry in Hangzhou, once a booming sector with thousands of active streamers, is experiencing a downturn, with many influencers leaving the city and a notable increase in office vacancy rates, reaching 27.7% in Q2 2023 [6][10]. - The decline is attributed to reduced traffic and sales in live-streaming, leading to decreased incomes for streamers and significant inventory issues for e-commerce businesses, compounded by the introduction of an "e-commerce tax" [6][10][24]. Employment Trends - Many streamers and e-commerce workers are facing challenges, with reports of reduced salaries and increased competition from new entrants willing to work for lower pay [6][14][30]. - The article highlights the experiences of several individuals in the industry, illustrating the pressures and mental health challenges faced by streamers, including anxiety over performance and appearance [16][19][22]. Market Dynamics - Despite the downturn, some industry insiders believe that Hangzhou remains a key hub for live-streaming, offering opportunities for new entrants to earn significant incomes compared to traditional industries [34][35]. - The article notes that while the market is tough, the potential for high earnings still exists, particularly for those who can navigate the competitive landscape effectively [34][35]. Future Outlook - The article concludes with a sense of uncertainty about the future of the live-streaming industry, as many individuals are reconsidering their career paths and the sustainability of their current roles in the face of market pressures [30][38].

Core Insights - The 2025 Double 11 shopping festival on Douyin e-commerce saw significant growth, with 67,000 brands doubling their sales and over 100,000 merchants achieving sales growth through live streaming, indicating a shift towards smaller merchants gaining prominence [2][3] - The rise of small and medium-sized businesses (SMBs) is attributed to Douyin's favorable policies and a more equitable competitive environment compared to traditional e-commerce platforms [3][4] Group 1: Market Dynamics - Douyin e-commerce's live streaming has become a major growth driver, with projections indicating that live streaming e-commerce will exceed 4.5 trillion yuan in GMV by 2024, contributing 80% of e-commerce growth [3][4] - Traditional e-commerce platforms favor larger brands due to their traffic algorithms, while Douyin's decentralized traffic distribution allows SMBs to thrive based on content quality rather than budget size [4][5] Group 2: Support for SMBs - Douyin has implemented various support measures for SMBs, including reduced fees, cash subsidies, and logistics support, to lower operational costs and encourage participation [5][7] - The platform has introduced new marketing strategies and resources to assist SMBs in navigating the competitive landscape, emphasizing the importance of content quality in driving sales [7][8] Group 3: Strategies for Success - Successful SMBs during the Double 11 festival focused on high-frequency live streaming and precise operational strategies, leveraging Douyin's platform features to enhance user engagement and conversion rates [14][15] - Participation in platform activities and effective use of available tools, such as search optimization and AI resources, have proven essential for SMBs to maximize their reach and sales potential [16][18] Group 4: Performance Metrics - Notable examples include a merchant achieving a 339% payment completion rate during a promotional event, highlighting the effectiveness of strategic participation in platform activities [17] - Another merchant utilized targeted advertising and live streaming to achieve over 15% of sales from direct live stream promotions, demonstrating the impact of well-planned marketing efforts [19][20]

Core Viewpoint - The conference held in Zhenjiang focused on enhancing consumer confidence and stimulating consumption in the Nanjing metropolitan area, aligning with national policies to boost economic growth and improve consumer satisfaction [1][8]. Group 1: Conference Objectives and Themes - The conference aimed to optimize the consumer environment and promote consumption upgrades within the Nanjing metropolitan area [1]. - It emphasized the importance of collaboration among market regulation departments across the 10 cities in the metropolitan area to enhance consumer protection and satisfaction [3][8]. Group 2: Key Initiatives and Actions - 15 exemplary cases of "Nanjing Metropolitan Area Trustworthy Consumption" were presented, showcasing successful practices in various sectors such as dining and tourism [5]. - The conference announced 110 "Nanjing Metropolitan Area Trustworthy Consumption Commitment" live streaming rooms, promoting standards for online shopping and enhancing consumer trust [7]. - A cross-regional return and exchange initiative was launched by five companies to address the challenges of returns in different locations, aiming to create a unified return process [7]. Group 3: Future Plans and Collaborations - The conference marked the launch of a consumption month across the 10 cities, featuring activities aimed at improving consumer experiences and reinforcing the commitment to a trustworthy consumption environment [8]. - Ongoing collaboration between Jiangsu and Anhui provinces is expected to yield practical measures that will benefit consumers and stimulate regional economic growth [8].

Core Insights - The establishment of the National Platform Economy Governance Standardization Technical Committee marks a significant step towards addressing long-standing regulatory challenges in the platform economy, aiming to create unified standards for high-quality development [1][3]. Group 1: Current State of Platform Economy - The platform economy in China has seen rapid growth, with major companies like Tencent, Alibaba, Douyin, and Baidu exceeding 1 billion users as of June this year [2]. - The average daily usage time of mobile internet per person has increased to 7.97 hours, with an average of 117.9 sessions per day [2]. - However, the sector faces numerous consumer complaints, with operational internet service complaints reaching 62,720 in the first half of the year, a year-on-year increase of 17.98% [2]. Group 2: Challenges in Platform Economy - Issues such as unfair rules, unreasonable fees, algorithm opacity, and frequent live-streaming irregularities are prevalent in the platform economy [3]. - The lack of unified standards and norms has led to deep-rooted challenges within the industry, affecting consumer trust and operational efficiency [2][3]. Group 3: Importance of Standardization - Standardization is seen as a key solution to fill the gaps left by legal and administrative oversight, providing a more detailed and actionable framework for governance [4]. - It aims to transform abstract legal principles into specific, verifiable technical standards, facilitating better compliance and operational clarity for platform enterprises [4]. Group 4: Collaborative Standard Development - The standardization process requires collaboration among regulatory bodies, enterprises, and industry organizations to create a comprehensive governance framework [5]. - In the live-streaming e-commerce sector, national standards for quality management and service evaluation have already been approved to enhance industry norms [5]. Group 5: Local Initiatives and Future Directions - Local governments, such as Beijing, have developed numerous standards related to the platform economy, contributing to compliance and innovation [6]. - Future efforts will focus on establishing feedback mechanisms for standard application, conducting industry training, and encouraging public oversight to ensure effective implementation of standards [6].

Group 1 - The "New Cities, New Industries, New Dynamics" investment and trade fair in Wujiang, Shanghai, resulted in the signing of key manufacturing and service projects, the establishment of the "Hu Hui Jiang Lai" industrial ecosystem alliance, and the unveiling of the intelligent innovation center in the Yangtze River Delta integration demonstration zone [1][2] - The Wujiang Business Environment Service Upgrade Plan was launched, focusing on five elements, promoting four优服务, strengthening three全保障, adhering to dual-wheel drive, and deepening one体协同, aiming to create a comprehensive policy service system covering the entire lifecycle of enterprises [1] - The multinational company Yifa Group, which has been operating in Wujiang since 2006, announced an investment of $18 million to build a fully-owned production base, emphasizing high efficiency and environmental responsibility in its new factory design [1] Group 2 - The "Hu Hui Jiang Lai" industrial ecosystem alliance aims to gather government industry chain leaders, major enterprises, top funds, and quality university resources to build a collaborative platform for government-enterprise-university cooperation [2] - Wujiang's development potential was showcased through the promotion of four major areas, highlighting its solid industrial foundation, complete industrial chain, high-quality supporting facilities, and seamless integration of social security and housing funds with Shanghai [2] - The investment fair represents Wujiang's practical efforts to learn from, serve, and integrate with Shanghai, as well as to seize opportunities for integrated development in the Yangtze River Delta [2]

Core Viewpoint - The upcoming regulations for live e-commerce in China signify a shift from unregulated growth to a structured governance model, addressing issues such as false advertising and consumer protection [1][2] Group 1: Regulatory Developments - The "Live E-commerce Supervision Management Measures" is in the legal review stage and will be officially released soon, marking a new phase of standardized governance in the industry [1] - Two national standards, "Basic Requirements for Live E-commerce Platform Services" and "Compliance Data Reporting Standards for Online Transactions," are being drafted to further enhance regulation [1] Group 2: Industry Growth and Challenges - A report indicates that the live e-commerce sector's gross merchandise volume (GMV) is expected to exceed 4.5 trillion yuan in 2024, accounting for nearly one-third of online retail sales and contributing 80% of e-commerce growth, with a user base of approximately 600 million [1] - The number of complaints received by the 12315 platform regarding live commerce reached 402,000 in 2024, reflecting a 19.3% year-on-year increase, highlighting ongoing issues in the sector [1] Group 3: Implications of New Regulations - The new regulations will clarify the responsibilities of various stakeholders, including platforms, operators, and marketers, addressing previous ambiguities in accountability [2] - The regulations will provide legal support for consumer rights protection and create a fair competitive environment for legitimate businesses, thereby reducing issues like false advertising and counterfeit products [2] - The measures will require platforms to enhance risk control and qualification review systems, promoting a shift from reactive to proactive regulation, which is expected to improve transparency and trust in the industry [2]