大促观察：达人带货总额八成来自中小达人，直播电商普惠价值放大

Core Insights - The "Douyin Mall Double 11 Goods Festival" in 2025 has successfully concluded, showcasing a significant boost in sales and engagement across various brands and merchants on the platform [1] - The event highlighted the emergence of inclusive value within the live-streaming e-commerce ecosystem, with small and medium influencers contributing significantly to sales [2][6] Group 1: Performance Metrics - During the event from October 9 to November 11, 67,000 brands saw their sales double year-on-year, and over 100,000 merchants achieved live-streaming sales that also doubled [1] - More than 540,000 influencers achieved sales growth of over 100% compared to the previous year, with those having fewer than 1 million followers contributing to 80% of total sales [2] Group 2: Small and Medium Influencers - Small and medium influencers have become a backbone of the Douyin e-commerce platform, leveraging their deep understanding of specific categories to build strong relationships with their followers [2] - Their flexible collaboration models and strict product selection standards promote a healthy competitive environment focused on product quality [2] Group 3: New Merchants - Over 20,000 new merchants participated in the Double 11 event, achieving live-streaming sales exceeding 1 million yuan for the first time, supported by various platform policies [3] - Douyin e-commerce's initiatives, such as commission waivers and logistics support, have significantly reduced operational costs for new merchants [3] Group 4: Regional Industry Growth - The live-streaming e-commerce model has revitalized traditional industry clusters, with notable sales growth in various regions, such as a 137% increase in sales for the Haining fur industry [4] - The integration of traditional craftsmanship with modern product design has led to substantial sales increases, exemplified by the 198% growth in sales for the Yongkang cookware industry [4] Group 5: Agricultural Support - Douyin e-commerce has facilitated direct sales of agricultural products through initiatives like the "Open Eating Festival," resulting in significant sales increases for various seasonal products [5] - This direct-to-consumer model has reduced intermediaries, benefiting farmers and enhancing the development of related industries such as packaging and logistics [5] Group 6: Digital Transformation - The rise of small and medium influencers, new merchants, and regional industry growth is driven by algorithmic recommendation technology and quality content, creating new growth opportunities for individuals and small businesses [6]