“双11”持续加大扶持力度 抖音电商10月份补贴商家超33亿元

Core Insights - Douyin E-commerce has announced significant progress in its merchant support policies, with over 3.3 billion yuan in cost reductions for merchants in October, marking the highest monthly subsidy since the policy's implementation [1] - The platform has cumulatively subsidized merchants over 25 billion yuan in the first ten months of the year, focusing on enhancing revenue and profit margins for merchants during the "Double 11" shopping festival [1] Group 1: Cost Reduction Measures - From October 9, Douyin E-commerce introduced a third round of freight insurance cost reduction measures, saving merchants nearly 1.1 billion yuan in freight insurance costs in October, a 39% month-on-month increase [2] - The commission-free policy for product cards saw a 25% increase from September to 1.3 billion yuan in October, benefiting various categories such as apparel and daily necessities during the "Double 11" period [2] - A small merchant support fund of several million yuan was allocated to help small businesses thrive, with initiatives like "old brings new" incentives and platform-funded consumer vouchers [2] Group 2: Brand Merchant Support - In October, Douyin E-commerce saved brand merchants over 10 million yuan in marketing costs, offering up to 700,000 yuan in traffic incentives for individual new merchants [3] - New incentives for traditional brands were introduced to facilitate their entry into Douyin E-commerce, with a 180-day long-term support program [3] Group 3: Enhancing Merchant Experience - Douyin E-commerce has improved merchant experience by increasing refund and fee subsidies by 28% in October, addressing abnormal refund orders [4] - A logistics guarantee mechanism was implemented for merchants participating in the "Double 11" event to optimize their operational experience during peak order volumes [4] - The platform issued 12 governance announcements in October to combat false advertising and irregular marketing practices, ensuring a fair business environment for merchants [4] Group 4: Consumer Protection Initiatives - Douyin E-commerce has prioritized consumer rights by conducting special governance actions against false marketing and illegal sales, including banning 404 products related to seasonal items like mooncakes [5] - The platform has addressed issues in the fresh food category, dealing with violations related to product weight and false advertising, resulting in the handling of 646 violators and the closure or suspension of 432 non-compliant merchants [5]