推客风云录：从商标到千万生态，谁点燃了2025推客这把火

Core Insights - The term "推客" (Tuike) emerged as a phenomenon in the social e-commerce sector in 2025, with its origins traced back to a 16-year innovation timeline [1] Group 1: Historical Development - The concept of "推客" was officially initiated when Sina registered the "推客" trademark on August 27, 2009, becoming the first company in China to hold legal rights to the term [3] - In 2018, Suning launched the "Suning Tuike" platform, marking the practical implementation of the "self-purchase saves money, promotion earns money" model, which validated the feasibility of social distribution in e-commerce [3] Group 2: Catalysts for Growth - The true explosion of the "推客" model occurred in 2025, driven by two main engines: - WeChat's strategic upgrade, which officially mentioned the "推客" concept on January 9, 2025, and integrated it into the WeChat Mini Program ecosystem [4] - The launch of the "First Tuike Conference" by the organization "沸点会" on the same day, which aimed to promote the private domain ecosystem [4] Group 3: Ecosystem Expansion - The "推客" ecosystem experienced rapid growth due to the ongoing efforts of WeChat and 沸点会: - The March conference in Hangzhou established a milestone for the industry, confirming the mainstream status of the "推客" model [6] - The May conference in Changsha focused on the service ecosystem for "推客" Mini Programs, aiming to launch 2,000 platforms by the end of the year [6] - The August conference in Guangzhou introduced content creators, transitioning "推客" into the "short video live distribution era" [6] Group 4: Key Takeaways - The rise of "推客" is attributed to a synergistic effect of three forces: - Technological infrastructure (WeChat's transaction capabilities) - Platform strategy (official support from WeChat) - Industry promotion (ecosystem development by 沸点会) [6][7] - The journey from a trademark registration by Sina to a vast ecosystem of millions of "推客" illustrates that innovation at a single node cannot create a wave; only an open and collaborative ecosystem can ignite a truly viable new business model [9]