China's "618 Shopping Festival" kicked off on May 13 this year, marking the "longest 618" in history. However, unlike in previous years where popular livestreaming influencers fueled consumer enthusiasm, this year's event does not rely on such figures. Reports suggest that in recent years, several popular livestreamers in China have suffered reputational damage due to personal controversies, leading many companies to reduce their dependence on these influencers and instead focus on selling innovative products.
According to Chinese media outlets Jiemian News and Shenzhen Business Daily, numerous popular livestreamers in recent years have seen their images collapse due to personal incidents. As a result, many MCN (Multi-Channel Network) companies have become aware of the risks and scaled back livestream sessions featuring these influencers. At the same time, they have also reduced the frequency of disclosing livestream traffic-related data, placing greater emphasis on selling innovative products.
A vice president of an MCN company stated that livestream influencers today need to transition from being merely "traffic drivers" to becoming product explainers. Metrics for evaluating hosts now include scoring their professionalism in product explanations and other related indicators.
A retail enterprise official involved in livestreaming commented that this year's "618 Shopping Festival" in China highlights rational consumption as the primary trend. Consumers are no longer blindly stockpiling goods but are instead considering how well product functionality, quality, and their own needs align, valuing practicality and user experience. Some factory brands, offering quality close to that of major brands at more affordable prices, have attracted significant attention.
This year, in addition to the scarce appearance of popular livestreaming influencers, e-commerce platforms have also simplified promotional rules. Vice President Cui Dongsheng of the livestream room "Make Friends" noted that Taobao and Tmall eliminated the complex cross-store discount of "200 off 20" and replaced it with more straightforward price reductions. Additionally, platforms are no longer solely emphasizing "the lowest price across the internet" and have instead shifted their focus to enhancing quality and services.
Analysts believe the "618 Shopping Festival," which is increasingly devoid of popular livestreaming influencers, could mark a watershed moment for the livestream e-commerce ecosystem. Livestreaming can no longer symbolize a myth, and MCN companies should adapt to this change.