抖音生活服务数据报告发布：全年新增102条内容标准，处置6.9万个虚假宣传达人

Core Insights - Douyin Life Services released a report titled "Guarding the Fire of Life - Service Experience and Governance in the Past Year," summarizing its initiatives and achievements in enhancing consumer experience, supporting healthy merchant development, and strengthening ecological compliance in 2025 [1] Group 1: Consumer Experience Enhancement - The platform provided 710 million "fast refund" guarantees, allowing quick refunds for unused group purchases, thus reducing consumer waiting costs [2] - A total of 270 million yuan was spent from the consumer rights protection fund to assist consumers in handling after-sales disputes [2] - The platform offered dynamic reminders to billions of consumers regarding merchant operational status, extreme weather, order expiration, and holiday queues [2] - Douyin Life Services launched the "Anxin" series of services, which includes 11 services and 13 special rights, benefiting 180 million consumers with over 650 million orders processed [2][13] Group 2: Merchant Support and Service Upgrade - The platform reduced entry guarantee fees by 610 million yuan, lowering operational costs for merchants [4] - The innovative co-management model resulted in a doubling of performance for both co-managed merchants and stores [4] - The "Anxin Protection" system helped 2.9 million merchants mitigate operational risks, while the price correction system intercepted 2.6 million instances of incorrect pricing [4][5] - Over 210,000 quality merchants signed contracts under the "Anxin Service" standard, with 45,000 merchants receiving support to enhance service quality [4][5] Group 3: Content Authenticity and Compliance - Douyin Life Services implemented 102 new content standards to manage various content formats and combat false advertising [6] - The platform dealt with 59,000 low-quality short videos, 48,000 low-quality live streams, and 69,000 false advertising influencers, resulting in a 39.6% decrease in exaggerated and vague advertising violations [6][16] - A total of 480,000 false reviews were cleared, and 40,000 stores that enforced mandatory positive reviews were penalized [6][16] Group 4: Governance and Consumer Safety - The platform took strict measures against various bottom-line violations, including the investigation of 152,000 fraudulent stores and 379,000 fake stores [8][9] - Douyin Life Services launched a consumer food safety reporting reward system and dealt with 14,000 violations related to "low-price tours" [9][17] - The platform collaborated with local regulatory bodies to ensure food safety and assisted in dismantling 14 criminal gangs, solving 11 fraud cases [10][17]