抖音升级电商服务，平台如何为商家和消费“架桥”

Core Insights - The essence of e-commerce is transaction, and the core of transaction is trust, which has evolved from a linear model to a more dynamic "virtual third space" due to the rise of live-streaming e-commerce [1][2] Group 1: Service Experience and Governance - Douyin E-commerce has intercepted 560,000 inferior products and dealt with over 280,000 violations this year, enhancing user satisfaction by 40% through optimized service processes [1][2] - The platform has introduced nine major policies to reduce burdens on merchants, totaling over 16.5 billion yuan in relief, signaling a partnership approach rather than a zero-sum game [3][4] - The platform's initiatives include a "bad product return" policy and new mechanisms like "late delivery compensation" and "self-selected delivery," focusing on consumer rights and service optimization [3] Group 2: Content and Consumer Engagement - Content is crucial in stimulating consumer demand and connecting people with products, with the platform upgrading traffic mechanisms to encourage quality content creation while combating false advertising [2][3] - The platform's approach to service experience encompasses pre-sale, in-sale, and post-sale processes, moving away from the outdated "sell and stop" model to a comprehensive service system [2] Group 3: Future Competition and Ecosystem Health - The era of relying solely on traffic and low-price strategies is over; future competition will focus on service experience, supply chain depth, and ecosystem health [4] - E-commerce platforms must act as bridges to reduce information asymmetry between merchants and consumers, thereby enhancing operational efficiency and promoting digital transformation in the real economy [4]