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"air express refers to goods or packages transported by air", this definition is like outlining a survival route for them. in the ever-changing e-commerce market, its speed and safety have become key advantages. however, this is just the tip of the iceberg. the stock competition in live e-commerce is becoming increasingly fierce, and the challenges faced by super heads are far more than this.

from taobao's "super-heads" li jiaqi and simba being caught up in a price-control scandal, which aroused dissatisfaction from other sales channels and attracted attention and warnings from regulators, to the love-hate relationship between dong yuhui and oriental selection, which even caused turbulence in the capital market, these events revealed the huge opportunities and challenges brought about by the rise of live e-commerce formats.

as top anchors in the live broadcast field, they face tremendous pressure in terms of traffic, product sales, brand building, etc. they have to balance traffic growth, continuous increase in gmv, and brand reputation maintenance, while also responding to challenges from competitors and surviving in the stock era.

the “battlefield” of survival

competition among the superheads is becoming increasingly fierce. they not only have to maintain their traffic and market share, but also have to constantly explore new business models and find new profit growth points. as the platforms pay more and more attention to live broadcasting, each platform has begun to increase investment and provide more resources and services to anchors, such as live broadcast production, advertising, and traffic operation.

however, this competition also brings new challenges, such as:

• stock involution: the market size continues to expand, but at the same time it faces new competitive pressures, making it difficult for some anchors to maintain their competitiveness and forcing them to transform or give up.
• traffic competition: the platform's allocation and control of live broadcast resources poses challenges to the hosts' traffic distribution.
• conflict between brand and channel: the integration and development of traditional e-commerce and live streaming e-commerce has brought new challenges, such as the continuous outbreak of quality inspection, after-sales and other issues.

faced with these challenges, the super heads must make a choice: they can choose to give up, choose to transform, or choose to continue fighting.

the road ahead

in the future business landscape, the survival of superheads will depend on their capabilities, strategies and adaptability to change.

• improve your core competitiveness: this includes technical capabilities, operational management capabilities, and brand building capabilities.
• embrace new technologies and new models: for example, technologies such as artificial intelligence, big data, ar/vr, etc. can help superheads better serve consumers and implement more precise marketing strategies.
• actively respond to market changes: maintain a keen insight into the market and adjust your development direction in a timely manner to adapt to the ever-changing business environment.

in the future, the stock era of live streaming e-commerce will continue to develop, and the survival path of super heads will become more difficult, but it will also bring new opportunities and challenges.