店播站上C位，商家在抖音电商双11拿下增长主动权

Core Insights - The essence of this year's Double 11 has shifted from merely achieving high sales volumes to enabling merchants to gain control over their growth strategies and long-term brand value creation [2][18]. Group 1: Merchant Strategies - Merchants are increasingly leveraging Douyin e-commerce to gain growth autonomy, with a notable 53% year-on-year increase in the number of live broadcasts generating over 10 million in sales [6][18]. - The sales on the platform's shelf space surged by 225% on Double 11, with 67,000 brands doubling their sales and a 129% increase in products exceeding 100 million in sales [3][29]. - The focus has shifted from short-term sales spikes to long-term brand engagement, with merchants adopting innovative content strategies to enhance customer relationships [27][41]. Group 2: Content Innovation - Live streaming has become the primary business avenue for merchants, with significant investments in resources and a shift in its role from auxiliary to central in business operations [18][19]. - The integration of short dramas and competitive formats in live broadcasts has proven effective, with brands like科大讯飞 seeing a 275% increase in sales during their live sessions [22][24]. - Over 80% of sales during Double 11 were attributed to small creators (under 1 million followers), indicating a shift towards a more inclusive content creation ecosystem [26][41]. Group 3: Long-tail Growth - The mature shelf ecosystem allows merchants to pursue sustainable long-tail growth rather than relying on single explosive sales events [28][29]. - The search function on the platform has become a critical growth driver, with a 209% increase in search sales on Double 11, highlighting the importance of user-driven search behavior [29][30]. - The introduction of features like "marking everything" has enhanced the ability of merchants to drive sales through content without disrupting the user experience [36][41]. Group 4: Social Responsibility and Cultural Impact - Douyin e-commerce has demonstrated a commitment to social responsibility by supporting agricultural products and small businesses, fostering a sense of community and warmth in commerce [39][40]. - The platform has facilitated the growth of traditional crafts, with over 12,000 merchants in the non-heritage category seeing a 200% increase in live sales, showcasing the blend of culture and commerce [40][41]. - The success stories of individual merchants, such as李福贵, illustrate the platform's role in connecting rural products to urban consumers, enhancing both economic and social value [39][41].