经济观察报记者钱玉娟 回望2025年，直播电商行业告别早期的野蛮生长，取而代之的是与实体经济的深度融合。这一年，市场 从单纯的流量博弈转向了价值竞争。作为行业参与者，谦寻也经历了从直播向善的公益探索，到AI技 术深耕，再到内容形态进化的全方位质变。 助农是谦寻坚持了近10年的事业。2016年，团队第一次在仙居直播卖杨梅时就出师不利。到了2025年， 谦寻已经在助农方向上形成一套成熟的商业模式：团队的目标不再停留在直播间里"喊麦"卖货，追求单 场直播销量数据，而是通过"谦寻超级商店"小程序直接走向产业链最上游，与甘肃花牛苹果、云南软籽 石榴等全国优质基地挂牌合作。 在2025年短剧风口最劲的时候，谦寻表现得相对克制。我们认为只追求流量快消，无法沉淀品牌价值。 谦寻做短剧的逻辑明确，在补齐团队内容能力短板的同时，让"人货场"的结合变得有温度。在"双11"等 大促期间，谦寻通过《霸总》系列短剧的反套路情节，将品牌的商业内容融于故事中，从而产生情感共 鸣。 相比内容上的克制，谦寻在AI技术上则是全力加速。目前的直播电商竞争已进入微秒级阶段，合规与 效率就是生命线。谦寻的羚客系统在2025年继续承担了降本增效的核心重任 ...

Group 1 - The live e-commerce industry is transitioning from a phase of rapid growth to deep integration with the real economy by 2025, focusing on value competition rather than mere traffic battles [2] - Qianxun has developed a mature business model for agricultural assistance, moving from simple sales in live broadcasts to a comprehensive approach that includes direct collaboration with high-quality agricultural bases [2] - The company has entered a 3.0 phase of agricultural assistance, emphasizing industry co-construction, such as collaborating with agricultural universities to improve seed cultivation and providing full-scale purchasing to reduce dependency on single sales events [2] Group 2 - In 2025, Qianxun adopted a restrained approach to short dramas, focusing on building brand value rather than chasing fleeting traffic, integrating commercial content into storytelling to create emotional resonance [3] - The company is accelerating its use of AI technology, with its Lingke system enhancing efficiency by three times in product selection for live broadcasts and identifying compliance risks in real-time [3] - As the industry enters a period of stock competition in 2026, the focus is shifting from traffic battles to deeper systemic capabilities, with emotional connections and value recognition becoming key competitive barriers [3][4]

Core Insights - The Fourth Global Digital Trade Expo opened in Hangzhou, with Qianxun participating for the fourth consecutive year, showcasing themes related to county economy and Silk Road e-commerce [1] - Qianxun's live-streaming sales have driven over 8.5 billion yuan in sales of county specialty products, with a 176% increase in sales from 2023 to 2024 [1] - Since 2019, Qianxun has engaged in source tracing public welfare live streaming to enhance the visibility of high-quality county products, deeply involving itself in the rural industrial chain [1] - The launch of the "Qianxun Super Store" mini-program in May 2023 aims to provide consumers with original products, further deepening the support for farmers [1] - The "Lingke System," the industry's first full-process live streaming service platform developed by Qianxun, was also showcased at the expo [1] Technology and Innovation - The Lingke System utilizes advanced AI technology to analyze vast historical sales data and real-time market trends for precise product selection, enhancing the competitiveness of products in live streaming [1] - The system has integrated with various channels, including the National Enterprise Credit Publicity System, to ensure compliance through diverse data sources [1] - Qianxun's next phase for the Lingke System will focus on "AI Agent" technology, aiming for full-process automation from product selection to final broadcast, thereby improving operational efficiency in the live-streaming e-commerce industry [2]