年底了，电商人都把账算清了吗

Core Insights - The article discusses the challenges faced by e-commerce businesses in accurately measuring their return on investment (ROI) amidst rising sales figures and complex cost structures [2][4][19] - Douyin E-commerce has introduced a new marketing product, "Qianchuan·Chengfang," aimed at helping merchants optimize their marketing strategies and improve profitability [9][30] Group 1: E-commerce Challenges - Many merchants are struggling to reconcile their significant sales growth with low net profits, as seen in a case where a company reported 13 million yuan in sales but only 50,000 yuan in profit due to a focus on GMV without considering ROI [2][4] - The complexity of the e-commerce ecosystem, including various costs like traffic, influencer marketing, and logistics, makes it difficult for merchants to track the effectiveness of their investments [3][19] Group 2: Douyin E-commerce Solutions - Douyin E-commerce's new product "Qianchuan·Chengfang" aims to provide merchants with comprehensive tools to calculate their total costs and optimize their marketing budgets effectively [9][12] - The platform offers three main capabilities: Qianshe for strategic management, Qianyi for execution, and Qianxun for intelligent recommendations, all designed to enhance the overall marketing efficiency for merchants [11][16] Group 3: Marketing Optimization - The new system allows merchants to input a budget and ROI target, enabling automated and optimized budget allocation across various marketing channels without the need for manual adjustments [14][19] - The introduction of a dual-commission model for influencer marketing allows for more flexible collaboration, potentially increasing both influencer earnings and merchant profits [23][25] Group 4: AI Integration - AI plays a crucial role in the new marketing strategies, enabling real-time diagnostics and recommendations based on user behavior and market trends, thus helping merchants make informed decisions [26][27] - The integration of AI allows for dynamic content generation and optimization, enhancing the effectiveness of marketing campaigns and improving conversion rates [26][27] Group 5: Future Outlook - The shift from a focus on advertising metrics to a shared responsibility for ROI between the platform and merchants signifies a new era in e-commerce, emphasizing collaboration and long-term growth strategies [29][30] - As user behavior and merchant needs evolve, the platform's capabilities are expected to adapt, providing ongoing support for businesses to thrive in a competitive landscape [28][30]