直播电商赋能实体经济 国货品牌绽放新活力

Core Insights - The 2025 "Double 11" shopping festival highlighted live e-commerce as a key driver of consumer growth, significantly boosting sales across various categories and energizing the real economy [1][3] - The report indicated that from October 9 to November 11, 67,000 brands saw their sales double year-on-year, with over 100,000 merchants also experiencing a similar increase in live sales, underscoring the pivotal role of live e-commerce in unlocking consumer potential [1][3] Group 1: Impact on Domestic Brands - Live e-commerce has broken traditional barriers, allowing domestic brands to connect directly with millions of consumers, thus becoming a crucial catalyst for the rise of national brands [3] - Established brands like Pechoin have successfully redefined their brand value through live streaming, transitioning from a focus on sales to a focus on brand value [3] - New brands such as QG Sports and Tanshan have rapidly gained market traction through live streaming, with new products quickly becoming bestsellers [3] Group 2: Economic Policy and Growth - Recent economic policies emphasize the importance of boosting consumption and integrating digital and real economies, creating a favorable environment for the growth of new consumption models like live e-commerce [3] - The Central Committee's guidelines for the 15th Five-Year Plan stress the need to enhance consumer spending and expand the supply of quality goods and services, which aligns with the growth trajectory of live e-commerce [3] Group 3: Platform Initiatives and Merchant Support - Douyin E-commerce launched the "Double 11 Good Goods Festival" on October 9, 2025, offering consumers a more convenient and affordable shopping experience with transparent discount policies [5] - The platform has implemented various merchant support policies, including the Navigation Plan, aimed at reducing operational burdens and enhancing efficiency for merchants during the competitive "Double 11" period [5] - In the first half of 2025, Douyin E-commerce saved merchants over 14 billion yuan in operational costs, with expected savings of over 1 billion yuan from shipping insurance alone during the "Double 11" event [5] Group 4: Content and Consumer Experience - High-quality content is becoming a core driver of brand growth in live streaming, transforming shopping into a cultural experience rather than just a transaction [6][7] - The integration of diverse content types, from cultural salons to traditional craftsmanship showcases, enhances the shopping experience and connects consumers with brands on a deeper level [6][7] - The successful transformation of brands like Pechoin illustrates how deep engagement with consumers through content can lead to sustained brand popularity and growth [7]