2026全国连锁商家抖音经营报告-36氪

Group 1 - The core viewpoint of the report indicates that China's chain industry has entered a "stable and efficient" development phase, shifting focus from scale expansion to efficiency improvement, with local life services becoming a new growth area for chain merchants, and Douyin's life services emerging as a key platform for online operations of physical chain businesses [1][8] - The report highlights that Douyin's life service ecosystem has achieved comprehensive expansion, with significant growth in platform transaction volume, newly registered chain merchants, and consumer user numbers in 2025, showcasing a 58% year-on-year increase in transaction volume for chain merchants [2][42] - The report outlines a framework for offline chain merchants on Douyin, focusing on product supply, content dissemination, and offline operations, supported by four growth engines that create a full-cycle closed loop from product promotion to offline fulfillment [2][47] Group 2 - The report emphasizes that the chain industry is transitioning from scale expansion to efficiency enhancement, with the chainization rate in the restaurant sector increasing from 19% in 2019 to 23% in 2024, indicating a shift towards refined operations and digital transformation [13] - It notes that various factors are driving the development of local life services, including the shift of customer acquisition to online platforms, supportive government policies, and a restructured consumer decision-making process that favors online pre-purchase decisions [23][28] - The report identifies Douyin's life services as a content-driven platform that helps merchants achieve precise customer acquisition through interest-based recommendation technology, thus transforming the service logic from responding to user needs to proactively discovering quality local services [31][32]