图书消费升温 抖音电商一季度日均售书300万册

Core Insights - The report highlights the growing trend of book consumption on Douyin's e-commerce platform, driven by "active search + live streaming" channels, with an average of over 3 million books sold daily in Q1 2025 [1] - The enthusiasm for purchasing books among the "post-2000" generation has surged, with their spending increasing by 206% year-on-year [1][8] Group 1: Live Streaming Impact - Live streaming e-commerce has emerged as a new engine for promoting nationwide reading, with book-related live streaming sales increasing by 56% year-on-year in Q1 [2] - The number of merchants engaging in live streaming has grown by 45% year-on-year, and the cumulative duration of book-related live streams has increased by 61% [2] - Popular publishers in live streaming include China CITIC Press, Palace Museum Publishing, and Zhejiang Literature and Art Publishing House [2] Group 2: Sales Performance - Sales of books related to the animated film "Nezha 2: The Devil Child Rises" saw a significant boost, with 120,000 copies sold from January 29 to February 5, 2025 [4] - In Q1, top-selling new books in live streaming included titles like "Nezha: The Story of the Three Realms" and "Nezha: The Art Design Collection" [4] Group 3: Consumer Behavior - The trend of live streaming book purchases has become the new norm, with magazines like "People's Literature" and "Harvest" achieving sales of over 80,000 copies per live session [5] - The sports book category saw a remarkable year-on-year sales increase of 468%, marking it as the fastest-growing category in live streaming [6] - The "post-90s" generation accounts for 50% of live streaming orders, while the "post-2000" generation shows a strong purchasing power [8] Group 4: Regional Insights - Shandong province leads the nation in live streaming book orders, followed by Jiangsu, Henan, Guangdong, and Hebei, indicating a vibrant consumption dynamic in both traditional cultural provinces and emerging markets [9] Group 5: Future Initiatives - Ahead of World Book Day on April 23, Douyin plans to collaborate with publishers and authors to recommend book lists and launch interactive content like "Ten Thousand People Read Classics" and "National Good Book Plan" [9]