平台扶持加码，带动中小商家成双11增长中坚力量

Core Insights - The 2025 "Double 11" sales event saw record-breaking sales across major e-commerce platforms, with 67,000 brands doubling their sales year-on-year and over 100,000 merchants achieving similar results through live streaming [1] - The event demonstrated a multi-win scenario where promotional subsidies stimulated consumer demand, leading to significant economic growth, evidenced by a 129% increase in products with sales exceeding 100 million yuan and a 53% increase in live streaming stores with sales over 10 million yuan [1] Group 1: Support for Small and Medium Enterprises (SMEs) - This year, over 20,000 merchants participated in the "Double 11" event for the first time, achieving live sales exceeding 1 million yuan, indicating a shift where SMEs are becoming a significant growth force [2] - The platform implemented various supportive measures for new merchants, including zero-cost entry, multi-store registration with one certificate, reduced security deposits, and traffic subsidies, facilitating rapid business initiation [2] - In the first ten months of the year, the platform saved merchants over 25 billion yuan through a comprehensive support plan that included commission waivers and refunds on promotional costs [2] Group 2: Cost Reduction and Efficiency - The platform's initiatives to lower shipping insurance costs have saved merchants over 6 billion yuan, enhancing order conversion efficiency and reducing after-sales costs, thereby improving the shopping experience for consumers [3] - A clothing brand reported a 60% reduction in shipping insurance costs compared to the previous year's peak, alleviating concerns related to high return rates in the apparel industry [3] Group 3: Economic Growth through Content E-commerce - The supportive policies have fostered a more inclusive platform ecosystem, encouraging SMEs to innovate and invest with lower trial costs [4] - An example of successful innovation is a young entrepreneur who developed a dual-chamber hand warmer based on user feedback, achieving over 60,000 sales within ten days of launching during "Double 11" [4] - The platform's content-driven approach allows SMEs to compete fairly, enabling them to stand out through viral short videos or engaging live streams [4] Group 4: Cultural Heritage and Economic Impact - A project documenting traditional crafts on the platform has seen a 200% increase in revenue since its launch, showcasing the potential of integrating cultural heritage products into everyday consumer life [5] - The relationship between SMEs and the platform is symbiotic, where the vitality of small businesses contributes to overall economic stability and growth [5] - The platform's supportive measures not only reduce burdens on SMEs but also inject innovation, facilitating a strong presence for these businesses during major sales events [5]