字节终于开窍了

Core Insights - Douyin's e-commerce strategy has shifted significantly, focusing on quality and service rather than just high data metrics, especially during the 618 shopping festival [2][4] - Douyin's GMV during the 618 event exceeded expectations, reaching over 440 billion yuan, a 32% year-on-year increase, benefiting from a focus on shelf e-commerce and national subsidies [3][14] - The platform is transitioning from a reliance on influencers to a more brand-centric approach, with a notable increase in brand store broadcasts [8][27] Group 1 - Douyin set a GMV target of 400 billion yuan for the 618 event, ultimately achieving over 440 billion yuan [3] - The 618 event was extended to 37 days, with over 60,000 brands seeing their sales double year-on-year [7] - The platform's strategy has evolved to support brand owners and small businesses, with significant cash subsidies and traffic resources allocated during the event [20][21] Group 2 - The national subsidy policy significantly benefited Douyin, with over 30,000 live broadcasts related to subsidized products during the 618 event [15] - Douyin's e-commerce ecosystem is increasingly resembling traditional e-commerce models, with a focus on integrating live streaming and shelf sales [13][46] - The platform's marketing budget for brands has been increasing, with a notable rise in spending from mid-tier and lower-tier brands [22] Group 3 - The shift towards brand store broadcasts is evident, with nearly 70% of live broadcasts during the 618 event coming from this model [27][39] - Douyin's approach to e-commerce has evolved through three stages, focusing on traffic, operational partnerships, and content quality [33] - The beauty sector saw significant growth, with many products achieving over 10 million yuan in sales during the 618 event, indicating a shift in consumer preferences [22][43]