The sub-forum on integrated development of the 5th China New E-commerce Conference opened on July 27 in Yanji, Jilin Province, under the theme “Value Symbiosis through Integrated Development: New Pathways for Live Commerce.”
In an era where the digital economy and real economy are deeply integrated, live commerce is entering a new phase of value-driven collaboration. The sub-forum brought together experts, representatives from platform companies and supply chain businesses, and livestreamers to explore how live commerce can unlock industry potential and foster value symbiosis.
In his opening remarks, Zhang Ruining, Vice President of Xinhuanet Co Ltd., emphasized that live commerce is becoming a "new pathway" that integrates advanced technology with human-centered values, striking a balance between the real economy and digital innovation. As a globally influential media organization with a strong online platform, Xinhuanet is dedicated to supporting national strategies. To this end, it has launched the Xinhua Live Commerce Intelligent Platform and established the Digital Economy Exhibition and Sales Base to create a seamless e-commerce ecosystem. Through the Xinhua AI Marketing Service Platform, Xinhuanet leverages smart analytics to boost product sales, enhance user experiences, optimize platform traffic distribution, and support cross-border business growth. These initiatives drive the momentum of live commerce. Moving forward, Xinhuanet will harness its extensive media network and resources to foster cross-industry collaboration, unlocking new opportunities within the digital economy.
Ji Gongcheng, Vice President and Editor-in-Chief of Kuaishou, shared that Kuaishou, a vibrant online content and social platform, now connects over 700 million users, serving as their entry point to digital life. Kuaishou is pioneering new ways of live commerce by building trust to drive sales. Every day, nearly a million packages of agricultural products are shipped across the country through Kuaishou. Moving forward, the company plans to keep fostering a positive ecosystem that blends technology, real-world applications, and commerce.
The sub-forum featured keynote speeches from Long Kai, Deputy Director of CAC’s Bureau of Informatization Development; Ke Bingsheng, former President of China Agricultural University; and Tao Cheng, Secretary-General of the China Foundation for Cultural Heritage Conservation and former Director of the Science, Technology and Education Department of the Ministry of Culture and Tourism. Long spoke on how informatization is driving the integrated development of live commerce. Ke discussed pathways for live commerce to promote agriculture and rural industries. Tao explored how to leverage the new ecosystem of live commerce to tell China’s story. They offered in-depth insights into trends, industry integration, and ecosystem development.
At the sub-forum, Li Jingrui, Deputy Editor-in-Chief of Kuaishou, introduced a new report called AI+E-Commerce: Seizing New Possibilities with Omnichannel Strategies. She shared that Kuaishou is working closely with sellers and producers to build trust and create the most direct supply chain, linking consumers with high-quality products straight from the source. Kuaishou is enhancing its content and commerce ecosystem by using advanced AI, combining short videos, live streaming, and product displays into omnichannel experiences.
During the case-sharing session, Lan Zhenzhen, President of Public Affairs for L’Oréal North Asia and China, shared how L’Oréal builds emotional connections with Chinese consumers. By teaming up with influencers and creating engaging livestream experiences, the brand has successfully blended local appeal with commercial success. Local Kuaishou influencer Zhang Jinlong, through his popular livestream program "Changchun Food, Drink & Entertainment Coupons," demonstrated how ordinary people can leverage the platform to become trusted voices in product recommendations. His story highlights how quality content, combined with Kuaishou’s support, can boost personal influence. Chen Xi, Executive Deputy Director of the “One Village, One Product” Organizing Committee under the China Agriculture Film and Television Center, talked about the Henan Huixian Local Goods Festival. He explained how the "direct-from-source + livestream" model enables small-town products to reach customers across the country and gain nationwide recognition. Song Mingchen, Deputy Secretary-General of the New E-commerce Collaborative Development Organization, a nonprofit focused on industry standards, emphasized private domain livestreaming. He highlighted that keeping users engaged and following regulations are key to long-term success.
At the sub-forum, the "One Village, One Product" cooperation project and the Private Domain Livestream Growth Plan were successfully launched, alongside the establishment of a non-profit industry self-regulatory body, the New E-Commerce Collaborative Development Organization. These initiatives boost rural development and invigorate private domain livestreaming.
During the roundtable, participants engaged in lively discussions on topics such as “Showcasing a Town’s Unique Products Through Livestreaming” and “Transforming a Viral Livestream Product into Lasting Success.” They examined the current state of the industry and its future trends from diverse angles, exchanging practical ideas and innovative strategies to transform and expand the sector.