2024年抖音电商年度增长报告

Investment Rating - The report indicates a positive investment outlook for the Douyin e-commerce industry, highlighting a sustained upward growth trend across various categories [15][18]. Core Insights - Douyin e-commerce continues to show strong growth, with a year-on-year increase of 27.7% in overall sales, driven by 16 primary categories exceeding this growth rate [18]. - The apparel and lingerie category leads with over 800 billion in sales, showcasing high market penetration and strong content attributes [18]. - High-growth categories include apparel, beauty and skincare, food and beverages, and household goods, with significant year-on-year growth rates reported [26][31][32]. Category Summaries Apparel and Lingerie - The lingerie segment has seen a surge in demand for comfortable and functional products, with a notable increase in sales of soft-support bras and traditional Chinese clothing [23][24]. - Year-on-year growth rates for lingerie and socks/homewear reached +38.22%, with specific categories like girls' bras growing by +59.17% [24]. Beauty and Skincare - The beauty sector reported a year-on-year growth of +33.50%, with skincare products growing by +29.84% and makeup by +39.27% [26]. - Notable brands in this category have achieved significant sales increases, with some brands reporting growth rates exceeding 4000% [68]. Food and Beverages - The food and beverage category experienced a +35.92% growth, with dairy products and snacks showing particularly strong performance [32]. - Local specialty products have gained traction, with a year-on-year growth of +59.96% [31]. Household Goods - The household goods category, including major appliances, saw a +72.94% increase, driven by government subsidies and promotional events [45]. - Specific products like washing and drying sets reported a staggering +208.66% growth [45]. Medical and Health Products - The medical and health category has shown remarkable growth, with family care products increasing by +2062.51% and rehabilitation products by +754.04% [54][59]. - The baby products segment is also growing, particularly in pacifiers and related items, which saw an increase of +188.37% [58]. Digital and Outdoor Products - The outdoor and sports category reported a +64.38% growth, with hiking shoes and outdoor gear being particularly popular [38]. - The digital products segment, including cameras and smart devices, also experienced significant growth, with some products achieving sales increases of over 400% [40][41]. Emerging Brands - New brands in various categories have emerged as high-growth players, with some achieving remarkable sales increases, indicating a dynamic market landscape [67][68][73].