BABA(US:BABA) Cai Fu Zai Xian·2025-07-01 09:27Core Insights - Douyin Mall has upgraded its low-price flash sale channel, shifting focus from a broad brand coverage to high-quality livelihood products from industrial belts, creating a differentiated strategy with the super value purchase channel [1] - The platform launched a special IP called "Direct Supply from Origin: Super Flash Sale Week," leveraging seasonal characteristics and marketing strategies like "Daily 50% Off" to support industrial belt merchants and establish a unique incubation base for popular products [1] Group 1 - During the first "Summer Cool Season" event from June 24 to June 30, the flash sale channel saw an overall daily traffic increase of 131% month-on-month, leading to a 31% increase in sales and a 41% increase in order volume [3] - Products from industrial belt regions such as Guangdong, Zhejiang, and Jiangsu have gained popularity among consumers, with specific products like coconut water from Guangzhou and ice silk mats from Nantong becoming bestsellers, resulting in over 10 times and 3 times increases in GMV respectively [3][6] Group 2 - The revamped low-price flash sale channel not only provides consumers with high cost-performance products but also offers new development opportunities for small and medium-sized merchants in industrial belts, who face challenges like low promotion efficiency and weak content capabilities [5] - Over the past year, 1.7 billion products from industrial belt regions were sold on Douyin, achieving 15.4 billion orders, a year-on-year growth of 39%, with shelf scene order volume increasing by 70% [6] - The "Industrial Growth Plan" has enabled Douyin's industrial belt business to cover 27 provinces and 130 cities nationwide, with projections for 2024 indicating over 10 million orders from 332 industrial belts and over 1 billion in sales from 830 industrial belts, with more than 1.5 million small and medium-sized merchants transacting daily on the platform [6]