抖音正在从“广告公司”变成“电商公司”？

Core Insights - The article discusses the transformation of Douyin (TikTok in China) from an advertising-driven platform to a commerce-driven entity, highlighting its significant growth in e-commerce and advertising revenue [2][10][29] Revenue Shift - Douyin's revenue has shifted from being primarily driven by advertising to a significant focus on e-commerce, with its GMV reaching 1.4 trillion yuan in 2022 and projected to exceed 3.5 trillion yuan in 2024 [8][10][12] - By 2023, Douyin's advertising revenue surpassed 400 billion yuan, making it the largest advertising platform in China, overtaking Alibaba [7][11] E-commerce Growth - Douyin's e-commerce ambitions are evident as it launched its own marketplace and cut off external links to third-party platforms, creating a closed-loop system for merchants [8][9] - The platform's GMV from e-commerce is expected to grow significantly, with estimates suggesting it will reach over 4 trillion yuan by the end of 2023 [11][14] Organizational Changes - Douyin has undergone multiple organizational changes to align its structure with its e-commerce focus, including integrating its advertising platform into the e-commerce department [16][18][22] - The shift in focus from maximizing short-term advertising revenue to enhancing long-term merchant relationships and GMV reflects a fundamental change in Douyin's operational strategy [17][19] Market Positioning - Douyin is positioned as a "content-driven retail entity," merging content creation, advertising, and sales into a seamless experience for users, which contrasts sharply with traditional advertising models [25][28][29] - This integration allows Douyin to capitalize on consumer interest in real-time, effectively reducing the time between advertisement exposure and purchase [26][27]