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618消费观察：辛选初瑞雪直播间成为年轻人“爱自己”的新入口

发布时间：2026-06-19 10:40:04浏览次数：次

<article><section data-type="rtext"><p>【环球网科技综合报道】每年"618"都是观察国内消费趋势的重要窗口。今年，"悦己消费"成为年中大促关键词——消费者更愿意为取悦自己、提升生活品质的商品买单。据了解，辛选集团董事长初瑞雪带领团队精准把握中青年悦己消费需求，辛选618大促各项运营数据全线走高，交出亮眼答卷。</p><p>数据显示，今年618期间，初瑞雪直播间40岁以下年轻成交用户占比达到66%，年轻客群规模创下历史新高。同时辛选整体大促业绩稳步攀升，破亿直播场次达11场，同比上涨22%；旗下6位主播GMV实现翻倍增长，其中徐杰GMV同比增长657%，刘小啦、张博分别同比增长390%、387%，主播矩阵增长势能强劲。</p><p><i class="pic-con"></p><p>初瑞雪表示："单纯'321上链接'已难以打动用户，沉下心做好品质、守住口碑才是根本。"今年618，辛选美妆、健康养生、珠宝服饰等“悦己”属性突出的品类贡献显著增量，美容仪、钻戒、真皮大床等跻身销量榜前列。</p><p>为满足用户多元需求，辛选618期间落地超400场直播，开播场次同比增长144%，商品链接数同比增长210%，从内容与货品两端匹配"悦己型"消费偏好。</p><p><i class="pic-con"></p><p>数据显示，辛选今年618复购率达61%，同比提升2个百分点，尾款付款率同比提升27个百分点，折射出用户对辛选及品牌的信任持续加深。</p><p>今年辛选还推出"618品牌盛典"，让品牌方走上前台展示价值，"辛选搭台、品牌唱戏"的模式助力多方共赢。业内人士指出，"悦己消费"崛起是内需活力持续释放的缩影，直播电商顺应趋势、坚守品质、赋能实体经济，仍将是行业长期发展的核心方向。初瑞雪及辛选的探索，为行业提供了有益参考。（古雨）</p></section><img src='/image/156223-0' alt='618消费观察：辛选初瑞雪直播间成为年轻人“爱自己”的新入口'> </div>
        
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