从流量驱动到价值共创：东方甄选电商营销策略的转型逻辑与启示

From Traffic-Driven Operation to Value Co-Creation: Transformation Logic and Enlightenment of East Buy’s E-Commerce Marketing Strategy

摘要: 直播电商行业经历爆发式增长后，正面临流量红利见顶、获客成本攀升、同质化竞争加剧的结构性困境。本文以东方甄选为研究对象，基于价值共创理论，系统分析其从依赖头部主播的流量驱动模式，向产品驱动、用户共创、全域深耕的新型营销范式转型的逻辑与实践。研究发现，东方甄选在价值主张层面构建了功能型与情感型双重价值主张，通过垂类内容矩阵实现精准流量承接，依托“用户共创”模式重塑产品研发逻辑，推进线上线下全渠道布局打破增长天花板，形成了以“质价比”为核心、以品牌信任为护城河的差异化营销策略。尽管在用户维系、线下运营等方面面临挑战，但其转型实践为直播电商行业从“网红经济”迈向“品牌经济”提供了有价值的参考样本。

Abstract: Following a period of explosive expansion, the live-streaming e-commerce industry is currently confronting structural challenges, including saturation of traffic dividends, rising customer acquisition costs, and intensified homogeneous competition. Taking Oriental Selected as the research subject and based on the value co-creation theory, this study systematically analyzes the logic and practices behind its transition from a top influencer-driven traffic model toward a new marketing paradigm characterized by product-driven strategies, user co-creation, and comprehensive omni-channel operations. The findings indicate that Oriental Selected has established a dual value proposition encompassing both functional and emotional dimensions. It employs a vertical content matrix to achieve precise traffic engagement, restructures product development logic through a user co-creation model, and enhances growth potential via integrated online and offline channel deployment. This has resulted in a differentiated marketing strategy centered on “quality-to-price ratio,” with brand trust serving as a key competitive moat. Despite challenges in user retention and offline operations, the brand's transformation offers a valuable case study for the live-streaming e-commerce sector’s evolution from an “influencer economy” to a “brand economy.”