Core Insights - The article highlights a significant price controversy surrounding Li Jiaqi's live streaming sales, leading to a wave of refunds and consumer dissatisfaction, with claims of up to 8 billion yuan in returns during the Double Eleven shopping festival [1][4] - The evolution of live commerce from a niche market to a mainstream channel has been marked by increasing complexity in promotional strategies, resulting in consumer confusion and price discrepancies [3][5] - The shift in the e-commerce landscape indicates a transition from a focus on growth to a competitive environment centered on existing customer bases and brand autonomy [4][10] Group 1: Price Controversy and Consumer Reaction - Consumers reported that pre-sale prices in Li Jiaqi's live streams were significantly higher than the current market prices, with discrepancies of 50-60 yuan [1] - Li Jiaqi's response to the controversy included denying the claims and suggesting that consumers could treat the event as if no promotions were held [1][4] - The backlash from consumers has raised questions about trust in live commerce, particularly regarding price guarantees and promotional integrity [13] Group 2: Evolution of Live Commerce - The live commerce sector has transformed dramatically since its inception in 2016, with key milestones such as Li Jiaqi's rise to fame and the introduction of extended promotional periods by platforms like Tmall [3][5] - The complexity of promotional strategies has increased, evolving from simple discounts to intricate combinations of pre-sale reductions, cross-store discounts, and various coupons [3][5] - The competitive landscape has shifted, with brands increasingly moving towards self-broadcasting and reducing reliance on super influencers like Li Jiaqi [10][12] Group 3: Industry Dynamics and Future Trends - The article discusses the decline of the "super influencer" model as brands gain more control over their marketing strategies and consumer preferences shift towards quality and service over price [10][12] - The rise of platforms like Douyin and Kuaishou has intensified competition, leading traditional e-commerce platforms to adapt by enhancing user experience and integrating external resources [8][10] - Future competition in live commerce is expected to focus on value rather than mere traffic, emphasizing refined operations, technological upgrades, and ecosystem development [17]

Core Insights - The unexpected popularity of a transparent bucket as a promotional item during the Double Eleven shopping festival highlights the agility of Li Jiaqi's live streaming platform in responding to consumer demands [1][4][6] - The rapid development and customization of the bucket, driven by user feedback, exemplifies the efficiency of the supply chain in the live commerce sector [4][6] Group 1: Consumer Engagement - The transparent bucket gained attention during a live demonstration of laundry detergent, leading to a surge of consumer interest and requests for the bucket as a free gift [1][4] - Li Jiaqi's immediate commitment to turn the bucket into a promotional item reflects a keen understanding of consumer desires and the importance of real-time engagement [4][6] Group 2: Supply Chain Efficiency - The collaboration between Li Jiaqi's team and the brand involved quick communication and feedback on consumer preferences, resulting in a customized product within a tight timeframe [4] - The promotional bundle of laundry detergent with the custom bucket and basin sold out within three minutes, showcasing the effectiveness of the supply chain in live commerce [4][6] Group 3: New Business Logic - The incident illustrates a shift towards a user-centric business model, where even minor consumer interests can be transformed into significant marketing opportunities [6] - Li Jiaqi's role as an organizer and amplifier in the live commerce ecosystem emphasizes the connection between consumer demand and supply chain responsiveness [6]