Core Insights - The article discusses the evolution of live-streaming e-commerce in China, highlighting key figures like Li Jiaqi and Viya, and how their rise reflects broader changes in consumer behavior and market dynamics [6][66]. Group 1: The Rise of Live-Streaming E-commerce - In 2016, traditional e-commerce faced growth challenges, leading to the emergence of live-streaming e-commerce as a new opportunity [7][15]. - Li Jiaqi and Viya were among the pioneers who recognized the potential of this new model, with Li's first live stream attracting only 79 viewers, while Viya's debut garnered 5,000 [11][12]. - The industry saw explosive growth during the 2018 Double 11 shopping festival, where Li sold 1,000 lipsticks in five minutes, showcasing the commercial power of top streamers [19][21]. Group 2: The Impact of the Pandemic - The COVID-19 pandemic accelerated the shift of live-streaming e-commerce from an optional channel to a strategic necessity for brands [27]. - During the 2020 Double 11, Li Jiaqi and Viya achieved a combined sales figure of 18.9 billion yuan, comparable to the annual revenue of a medium-sized listed company [28]. Group 3: Challenges and Crises - The rise of self-broadcasting by brands began to challenge the dominance of top streamers, leading to pricing conflicts and a crisis of trust among consumers [33][36]. - Tax compliance issues and product quality scandals, such as Viya's tax evasion case and Xinba's fake product incident, highlighted vulnerabilities in the industry [39][40]. - The industry faced a reckoning as the focus shifted from rapid growth to sustainable practices, emphasizing the importance of product quality and compliance [70][71]. Group 4: Transition to a Mature Market - The live-streaming e-commerce sector is moving from a phase of explosive growth to one of refinement and quality enhancement, with growth rates expected to decline [61][65]. - Consumers are increasingly prioritizing value and brand reputation over mere price, indicating a shift towards a more rational market [71][73]. - The article concludes that the industry is entering a phase of detailed operations, moving away from the previous "wealth creation myth" associated with top streamers [72][75].