文化消费成新增量，抖音电商图书店播销售额同比增长71%

Core Insights - The "2025 Douyin Mall Double 11 Good Goods Festival" report indicates that the all-domain interest e-commerce model has significantly boosted the growth of the physical economy, with 67,000 brands and over 100,000 merchants experiencing a doubling of sales year-on-year during the event [1][3] Group 1: E-commerce Growth - The report highlights that the algorithm-driven visibility of quality content has led to a remarkable performance in knowledge-based live streaming, contributing to cultural consumption as a new growth area for this year's Double 11 [1] - The sales of books through Douyin's e-commerce platform saw a year-on-year increase of 71% during Double 11, with categories such as sports, industrial/agricultural technology, lifestyle, medical health, and comics experiencing the highest daily sales growth [1] Group 2: Publisher Engagement - Traditional publishers are increasingly adopting the all-domain interest e-commerce model, utilizing live streaming to drive new sales growth, with notable participation from publishers like CITIC Publishing and the Palace Museum [3] - The Palace Museum's official flagship store celebrated its 100th anniversary with a live streaming event, achieving a tenfold increase in sales on the day of the event, selling over 170,000 copies of the 2026 Palace Museum calendar during the Double 11 period [4] Group 3: Innovative Content Delivery - Authors and knowledge influencers are gaining popularity through innovative live streaming formats, with notable events such as children's author Shen Shixi's birthday live stream attracting nearly 7.7 million viewers and selling over 12,000 copies of his new book [5] - Douyin's e-commerce platform is leveraging algorithmic recommendations to enhance the visibility of quality content, driving cultural consumption growth through initiatives like the "National Good Book Plan" [5] Group 4: Cost Reduction and Support for Merchants - The platform has implemented various support policies to reduce costs for merchants, saving over 3.3 billion yuan in October alone through measures like commission-free product cards and reduced shipping insurance [5] - Douyin is also enhancing intellectual property protection and actively combating piracy to ensure the stable development of the publishing industry [5]