抖音生活服务城市生态大会上海站举办，解码上海生意增长新引擎

Core Insights - The "Yujian Beautiful Life" 2026 Douyin Life Service City Ecology Conference and Shanghai District Annual Merchant Ceremony was held in Shanghai, focusing on business practices and strategies in the life service industry, particularly in light of the upcoming Spring Festival [1] - The conference highlighted the growth opportunities for Shanghai merchants, emphasizing the importance of adapting to market trends and consumer demands [1] Economic Performance - In the first ten months of 2025, Shanghai's total retail sales of consumer goods reached 1.30 trillion yuan, a year-on-year increase of 4.8% [6] - Douyin's platform saw a 100% increase in transaction volume in Shanghai, with over 10 million users checking in on Douyin, and a 52% year-on-year growth in transaction user scale [6][7] Merchant Support and Strategies - Douyin Life Service reported a 59% increase in total transaction volume in 2025, with 3.99 million new merchants joining the platform [7] - The platform's data indicated a significant shift in consumer preferences, with over 50% growth in dining transactions and over 160% increase in steak orders in Shanghai [7] - High-end hotel bookings saw a growth rate exceeding 150%, outpacing mid-range and budget hotels [7] Marketing and Engagement Initiatives - Douyin collaborated with various city IPs to enhance offline commercial vitality, including a large-scale social game event in Shanghai's Yangpu district, which involved over 1,000 local merchants [8] - The platform explored a "business + advertising" ecosystem, achieving over 10 million yuan in GMV through events like the "Summer Flash Party" [8] Differentiated Business Approaches - Merchants are adopting differentiated strategies to escape homogenized competition, with traditional brands innovating their offerings and marketing approaches [9] - The hotel industry is shifting focus from volume to quality and efficiency, with strategies targeting family and leisure segments [10] - The entertainment sector is leveraging Douyin's content and social ecosystem to enhance brand visibility and operational effectiveness [10] Upcoming Opportunities - With the Spring Festival approaching, merchants are advised to prepare for increased consumer demand, particularly from over a million visitors expected in Shanghai [12] - Key opportunities include catering to local residents' entertainment needs and the diverse demands of tourists for local cuisine and experiences [13] Future Outlook - Douyin Life Service aims to continue optimizing operational tools and resources to support merchants, fostering long-term growth in Shanghai's local life industry [14] - In 2025, the platform's consumer payment order volume grew by 33%, indicating ongoing expansion in consumption scale and total transaction volume [14]