抖音电商激活图书零售新增量：近万个图书商家成交额同比翻倍

Core Insights - Douyin e-commerce is significantly enhancing the book and publishing industry through new technologies and channels, as discussed at the "2026 Douyin E-commerce Book and Publishing Content Ecology Conference" [1] - The "2025 Douyin E-commerce Book Consumption Data Report" indicates that live-streaming e-commerce has contributed to a daily average sale of over 3 million books on the platform [1] - The report highlights a 2.24% year-on-year decline in China's book retail market size to 110.4 billion yuan in 2025, while content e-commerce channels are experiencing growth, becoming the largest retail channel for books [1] Group 1 - The number of active book merchants on Douyin e-commerce increased by 59% year-on-year, with over 4,000 book bestsellers achieving sales exceeding 1 million yuan [2] - More than 60 publishers have seen their transaction volumes double, with notable growth from Zhejiang People's Fine Arts Publishing House and others [2] - Douyin live-streaming remains a crucial platform for authors to launch new books and engage with readers, featuring popular titles from well-known authors [2] Group 2 - Douyin e-commerce plans to leverage its advantages in interest-based e-commerce to foster high-quality development in the book publishing industry through various initiatives [2] - The integration of new technologies and digital platforms is seen as essential for promoting widespread reading and making quality cultural resources accessible to the public [1]