Core Insights - Douyin e-commerce reported significant growth during the 2024 "Double 11" shopping festival, with over 33,000 brands doubling their sales compared to the previous year, and nearly 17,000 brands experiencing sales growth exceeding 500% [1][3] - The platform's shelf e-commerce segment has gained traction, accounting for 42% of total sales, with "Super Value Purchase" sales increasing by 170% year-on-year [1][7] - The competition among e-commerce influencers has shifted, with notable changes in rankings, including the drop of Dong Yuhui's "Oriental Selection" from the top ten [2][4][5] Sales Performance - During the "Double 11" period, 111 e-commerce influencers achieved sales exceeding 100 million yuan, with 275 brands reaching over 100 million yuan in sales through live streaming [2][6] - The total sales for "Jiao Ge Peng You" surpassed 6.4 billion yuan, marking a 158% increase year-on-year, with over 7.14 million orders placed [4] - Xiaomi reported a record-breaking total payment amount of over 31.9 billion yuan during the "Double 11" event [5] Influencer Dynamics - The top three sales influencers on Douyin during "Double 11" were "Guangdong Couple," "Yu Hui Tong," and Jia Nailiang, with average transaction values of 345.6 yuan, 65.7 yuan, and 265.48 yuan respectively [3][4] - The absence of popular influencers like "Crazy Xiao Yang Ge" and "Dong Yuhui" impacted sales performance, leading to a competitive disadvantage for Douyin [5][8] E-commerce Strategy - Douyin has been focusing on enhancing its shelf e-commerce capabilities, with a reported GMV growth of 277% year-on-year for its shelf segment [7][8] - The platform is emphasizing content-driven marketing strategies, aiming to leverage high-quality content as a primary driver for business growth [8] - Despite the growth in shelf e-commerce, analysts caution that the overall growth rate of Douyin e-commerce is slowing, indicating potential challenges ahead [8]
与辉同行冲进前三、东方甄选跌出前十，抖音电商“双11”谁是赢家？