近日，杭州知名直播聚集地——被称为“杭漂第一楼”的丽晶国际中心，正经历一场主播大规模撤离潮。这座位于钱江世纪城的写字楼，曾因租金低廉、配套完善、交通便利，吸引了大量电商主播、MCN机构及供应链企业入驻，一度成为杭州直播电商产业的地标性建筑。然而，随着行业竞争加剧、平台流量红利消退以及运营成本上升，许多中小型主播和机构难以为继，纷纷选择搬离或转型。此外，丽晶国际物业加强管理、提高准入门槛，也加速了这一迁出趋势。部分主播转向成本更低的郊区园区，或尝试“去中心化”运营模式，如居家直播、分散办公等。这场撤离不仅折射出直播行业从野蛮生长向理性发展的转变，也预示着杭州直播生态正在经历结构性调整。未来，只有具备内容创新力、供应链整合能力和合规运营能力的团队，才能在激烈竞争中立足。“杭漂第一楼”的变迁，既是行业洗牌的缩影，也是新旧动能转换的信号。它提醒从业者：风口终会过去，唯有扎实内功才是长久之道。
Recently, a mass exodus of live-streamers is underway at Hangzhou’s well-known livestreaming hub—Lijing International Center, nicknamed “The First Building for Hangzhou Drifters.” Located in Qianjiang Century City, this office complex once attracted countless e-commerce streamers, MCN agencies, and supply chain businesses due to its affordable rents, convenient amenities, and excellent transport links, becoming an iconic symbol of Hangzhou’s booming livestreaming economy. However, as industry competition intensifies, platform traffic红利 (traffic dividends) fade, and operating costs rise, many small-to-medium streamers and agencies are struggling to survive and have begun relocating or pivoting their business models. Additionally, stricter property management and higher entry requirements imposed by Lijing International have accelerated this outflow. Some streamers are moving to lower-cost suburban industrial parks or adopting decentralized setups, such as home-based streaming or distributed offices. This migration reflects the livestreaming industry’s shift from rapid, chaotic growth toward more sustainable development and signals a structural realignment within Hangzhou’s digital commerce ecosystem. Going forward, only teams with strong content innovation, supply chain integration, and compliance capabilities will thrive in this increasingly competitive landscape.The transformation of “The First Building for Hangzhou Drifters” encapsulates the broader industry shakeout and marks a transition from old to new growth drivers—reminding all players that while trends may fade, solid fundamentals endure.
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