直播电商：“小兴趣” 撬动 “大产业”

Core Insights - Douyin e-commerce is transforming niche interests into a billion-dollar market, with significant growth in transaction volumes across various interest-driven industries [1][12] - The report indicates that five cities have surpassed a GMV of 10 billion yuan, while 57 cities have crossed the 100 million yuan threshold, showcasing the rapid expansion of interest-based commerce [1][11] Group 1: Market Growth and Trends - Douyin e-commerce has seen a 39% year-on-year increase in the number of merchants in interest industries, with over 14,000 merchants achieving a GMV of over 1 million yuan through live streaming [11] - The platform has enabled traditional industries, such as ceramics in Jingdezhen, to reach younger consumers by integrating cultural heritage with contemporary needs, resulting in a 47% growth in merchants with annual sales exceeding 10 million yuan [12][11] Group 2: Consumer Engagement and Content Strategy - Douyin's unique "visual selling" capability allows products to be presented dynamically, effectively connecting niche interests with a broader audience and breaking down regional barriers [6][10] - The platform's content-driven approach has led to significant engagement, with merchants like "Hai Dashi" expanding their businesses from 80 square meters to 3,000 square meters through effective use of live streaming [4][5] Group 3: Support for Domestic Brands - Domestic brands are leveraging Douyin e-commerce to transition from OEM to original product development, with brands like "Da Nei Mi Tan" achieving high sales volumes and customer loyalty through educational content [7][10] - The platform's ability to aggregate niche user groups fosters community engagement and product co-creation, enhancing brand loyalty and market penetration [10][12] Group 4: Policy Support and Future Outlook - Douyin e-commerce has launched a support plan for interest industries, offering incentives such as zero commission for new merchants and promotional fee refunds to enhance operational efficiency [13] - The platform is positioned to lead the niche interest economy into a new era, where diverse passions can be recognized and fulfilled, contributing to the high-quality development of China's real economy [13]