晚点独家丨字节组织变动，抖音电商有了更大自主权

Core Viewpoint - Douyin e-commerce has achieved significant growth, matching JD.com in annual transaction volume, but it still relies on the commercial department for key functions and revenue sources, indicating it is not yet fully independent [1][3][11]. Group 1: Organizational Changes - ByteDance has transferred key sales and operational teams specializing in e-commerce performance advertising to the Douyin e-commerce department, enhancing its independence and authority [1][3]. - The integration of the advertising platform, Juyuan Qinchuan, into Douyin e-commerce allows for a unified approach to managing GMV and advertising revenue, improving efficiency and merchant experience [3][5]. - The restructuring has resulted in a complete commercialization team within Douyin e-commerce, responsible for both advertising revenue and GMV [6][11]. Group 2: Performance Metrics - Douyin e-commerce is projected to achieve a GMV of approximately 3.4 trillion yuan in 2024, ranking among the top four in China, with a nearly 40% growth rate in Q2 of this year [3][4]. - The advertising revenue growth for Douyin e-commerce has also exceeded 40%, indicating a strong profitability potential compared to other platforms [4][11]. - The distinction between GMV calculations can affect rankings; while Douyin may appear third based on certain metrics, it ranks fourth when accounting for returns [8]. Group 3: Market Strategy - Douyin e-commerce has shifted focus from low-price competition to brand merchants, recovering growth after a previous decline in GMV and advertising revenue [4][9]. - The platform is attempting to cultivate a habit among users to search for products directly, rather than relying solely on impulse purchases from video content [10][11]. - Douyin has launched independent applications like Douyin Mall to enhance the shopping experience, although these initiatives have yet to significantly impact overall sales [10][11].