立足全域经营目标，越来越多商家正通过快手电商"商品卡川流计划"，在快手内容场与货架场协同发力拓宽流量入口，探索生意增量。2025快手年终购物狂 欢节期间，国民短保面包品牌桃李依托"日不落"品牌自播间，以"年货礼盒+新品上市+店铺满减"激活用户需求，持续撬动"商品卡川流计划"扶持效能，实现 货架场生意新突破。 深耕内容场域经营，夯实生意基本盘 作为烘焙行业知名品牌，桃李坚持以"经典工艺+风味创新"的产品策略，不断拓展消费场景与市场覆盖。2023年，为加速线上化转型，桃李正式入驻快手电 商，先利用平台成熟的达人分销生态，快速测试产品销售效果蓄水品牌人群，后又加码布局自播，力求以多场域经营实现生意新突破。 为更好打动以30-50岁家庭人群为主的核心品牌用户圈层，桃李通过"达播+短视频+自播"多轮驱动不断将公域流量转化为品牌私域资产。 在达人合作方面，桃李结合人群圈层，采取"头部冲爆发、中腰部稳销量"的分层运营策略：为头部达人定制高客单、高性价比货品组合，借助其庞大粉丝基 数快速提升品牌声量与销量；对于中腰部达人，则匹配与品牌自播间高度协同的货盘，并采用"人海战术"，月均合作50位达人实现品牌产品高频露出，持续 触达 ...

但进入2026年，这一模式已远不止"托管店铺"这么简单。随着平台算法升级、消费者行为碎片化、内容电商崛起，代运营已演进为品牌的 "线上商业解决方 案伙伴"。本文将为品牌方系统解析其核心逻辑、选择标准与未来趋势，助您在复杂环境中做出明智决策。 在流量成本高企、竞争白热化的今天，专业代运营为品牌方提供三大不可替代的价值： 1. 专业壁垒与效率提升：代运营公司拥有对平台规则、流量算法（如2026年天猫强调的"用户体验分"与"内容价值权重"）、活动玩法的深度理解与实时 跟进能力。品牌可避免自建团队试错成本高、反应慢的问题。 2. 成本优化与风险控制：采用"基础服务费+销售额佣金"的模式，将固定人力成本转化为可变成本，财务更灵活。同时，专业运营能有效规避违规处罚、 库存失衡等常见风险。 3. 生态资源与规模效应：头部代运营商通常拥有平台优先合作资源（如天猫小黑盒、超品日）、头部主播与KOL对接渠道、物流与软件服务的谈判优 势，这些是单一品牌难以独立获取的。 | | and the Read Pressed on the first of the fir | | | --- | --- | --- | | 服务范围 | ...

本报讯(记者桂小笋) 大会现场，腾讯云副总裁、腾讯智慧文旅建农体方案与架构负责人王墨也分享了对行业发展趋势的判断 和洞察，从AI、出海、全域经营三个方向介绍了腾讯智慧零售与生活产业的行业洞察和产品能力，以 期携手更多合作伙伴在波动的环境中创造增长确定性。 随着前沿AI技术逐渐在各行业的真实业务场景落地，AI已经成为了企业经营的底层增长力。腾讯将持 续加大AI投入，聚焦产业场景，将"好用的AI"开放给各行各业。 2026年即将启航，"千域计划"也将迈入第五年。站在新的起点上，"千域计划"将继续通过招募筛选培 育、分层管理与支持、腾讯生态赋能等手段，助力行业内的优秀伙伴共同成长，深度共创，共探数字化 增长的无限可能与崭新路径。 日前，腾讯智慧零售与生活产业2025年度生态合作伙伴大会暨"千域计划"年度颁奖盛典举办，超百位生 态服务商到场探讨产业生态的新机遇、新洞察和新实践。 会上，腾讯智慧零售与生活产业宣布"千域计划"再度升级，从合作机制、配套激励与资源支持等方面为 合作伙伴提供更多支持，助力合作伙伴发掘增长新机。 ...

Core Insights - Tencent Smart Retail and Life Industry announced the upgrade of the "Qianyu Plan" to provide more support for partners, focusing on cooperation mechanisms, incentives, and resource support to help partners discover new growth opportunities [1][3] - The "2025 Qianyu Achievement Report" highlighted significant growth, with the total number of cooperative projects reaching over 150% of the previous year, and overall cooperation amount exceeding 150 million yuan [1][3] Group 1: Ecosystem Development - The partnership ecosystem has expanded, with cross-industry collaborations emerging in retail, tourism, hospitality, property, and real estate, enhancing the overall cohesion and combat effectiveness of the "warrior system" [3][5] - Notable collaborations include the CHATBI solution for management challenges, cloud hosting models for cost reduction in hospitality, and AI co-creation with Youzan for improved user operations [3][5] Group 2: 2026 Qianyu Plan Upgrades - The 2026 Qianyu Plan will focus on addressing partner pain points by enhancing cooperation mechanisms, incentives, and resource support to help partners navigate challenges and uncover new growth opportunities [5][6] - The plan will welcome partners from various industries to co-create solutions, emphasizing digital infrastructure, applications, and strategies to support clients' digital upgrades [5][6] Group 3: Market Resources and Opportunities - The Qianyu Plan will integrate marketing resources and provide diverse training, certification, and AI resources to address market challenges such as insufficient business opportunities and low market visibility [6][8] - The focus will be on AI, overseas expansion, and holistic operations to explore new growth directions, with an emphasis on making AI accessible across industries [6][8] Group 4: Future Directions - The Qianyu Plan aims to recruit and nurture excellent partners through selection, management, and Tencent ecosystem empowerment, fostering collaborative growth and exploring new digital growth paths [9]

Core Insights - The Chinese e-commerce industry has transitioned from a traffic-driven era to a "hardcore competition" phase focused on technology and ecosystem collaboration by Q4 2025 [1][22] - Key trends include the commercialization of AI technology, the intensification of instant retail, the deepening of omnichannel operations, and the evolution of competitive dimensions [3] Group 1: AI Technology Commercialization - AI has shifted from a technology reserve to a key growth driver for e-commerce giants, with Alibaba making significant investments leading to substantial revenue growth in AI-related products [4] - JD has applied AI extensively in marketing and service, achieving over 90% coverage in intelligent customer service and an 18% increase in conversion rates for core categories [4] - Smaller merchants benefit directly from AI, with Pinduoduo's AI selection system improving ROI by 40% for partners, while Douyin and Kuaishou have reduced content production cycles by 50% [4] Group 2: Instant Retail Market Competition - Instant retail has become a critical battleground for growth, with Alibaba, JD, and Meituan competing fiercely, aiming for a trillion-yuan transaction scale within three years [6] - In Q4, the transaction volume for instant retail reached 220 billion yuan, a 65% year-on-year increase, with Meituan holding a 45% market share [6] - The market is projected to exceed one trillion yuan by 2026, with front warehouse models contributing over 50% of transaction volume [6] Group 3: Omnichannel Operations - The fragmentation of traffic has driven platforms to transition towards "omnichannel collaboration," with Douyin e-commerce integrating advertising and e-commerce traffic pools [8] - Traditional platforms are accelerating their content transformation, with Alibaba and JD enhancing their content capabilities to complement their existing strengths [8] - Omnichannel operations have become a standard in the industry, moving away from single-channel strategies [8] Group 4: Shift from Price Wars to Value Wars - As customer acquisition costs rise, platforms are shifting from price competition to "value wars," focusing on quality and service [9] - Pinduoduo's "billion support plan" aims to enhance merchant quality, while JD emphasizes "quality retail" strategies [9] - The emergence of "heart-price ratio" reflects a consumer trend prioritizing product quality and service experience over mere pricing [9] Group 5: Company-Specific Strategies - Alibaba is focusing on AI and instant retail as dual drivers for growth, but faces short-term profit pressures due to significant investments [12] - JD is leveraging high-frequency delivery to expand into local life services, showing promising conversion rates but facing challenges with ongoing losses [13] - Pinduoduo remains the only major player with positive net profit growth, emphasizing cost-effectiveness and agricultural product sales [15] - Douyin e-commerce is rapidly increasing its market share through deep integration of content and commerce, but still needs to cultivate user habits for shelf-based e-commerce [16] Group 6: Future Trends - AI is expected to fundamentally reshape the e-commerce landscape, with intelligent systems becoming new traffic hubs [17] - Instant retail is projected to evolve into a core business model, with continuous innovations in operational models [17] - The integration of content and commerce will become standard, with platforms adopting a closed-loop system for user engagement [17] Group 7: Strategic Variables - The focus for the next year will be on breakthroughs in AI technology and instant retail profitability models by major players like Alibaba and JD [22] - The progress of content platforms like Douyin and Kuaishou in shelf-based e-commerce will be crucial for determining the final shape of omnichannel integration [22]

Core Insights - The report from Yicai Business School indicates that China's e-commerce has entered an era of "omni-channel operation," shifting from a concentrated platform structure to a more diversified one, requiring merchants to overcome barriers such as data fragmentation and fragmented consumer decision-making [1][12]. Group 1: Omni-Channel Operation - The core logic of omni-channel operation is to break down barriers between scenarios and channels, encompassing four dimensions: marketing and transaction integration, online and offline integration, public and private domain integration, and content and shelf integration [1][13]. - Merchants need to focus on omni-channel customer acquisition and refined operations, while platforms take the lead in logistics and fulfillment infrastructure [1][2]. Group 2: Four Key Elements - The four key elements for building the foundation of omni-channel operation are price power, content power, product nicknames, and private domain management [2][3]. - Platforms like JD, Pinduoduo, and Taobao are competing for consumer price sensitivity through strategies like "hundred billion subsidies," while merchants can participate by improving supply chain efficiency and offering discounts [2][3]. Group 3: Direct-to-Consumer (DTC) Model - The "China Enterprise Omni-Channel DTC Insight White Paper" reveals that 67% of surveyed companies have been engaged in omni-channel DTC for over three years, focusing on consumer-centric strategies and data integration [2][3]. - A case study of a typical company, Liangpinpuzi, demonstrates effective omni-channel collaboration through data integration and marketing decentralization [2]. Group 4: Platform Strategies - Different platforms have distinct operational strategies: Xiaohongshu focuses on internal marketing loops, Douyin connects content and shelves through a "star-push-search-direct" model, and Taobao maintains its traffic operation base through a five-star pricing strategy [3][12]. - The report discusses the need for merchants to adapt their strategies based on platform characteristics and product attributes [3]. Group 5: Future Trends - The future of omni-channel operation is expected to evolve towards refinement and intelligence, requiring merchants to balance short-term sales with long-term brand value [3][12]. - The report emphasizes the importance of data integration tools to enhance organizational efficiency and break down data silos [2][3].

Core Insights - Tencent is leveraging a competitive event to explore new business growth strategies with clients, focusing on the evolution from "private domain" to "full domain operation" in retail [1][2] - The "New Engine Growth Plan" aims to enhance business growth through innovative strategies, particularly emphasizing the integration of AI and social commerce tools [1][8] Group 1: Business Growth Strategies - The concept of "full domain operation" is evolving, driven by the rise of WeChat's video accounts and mini-programs, which facilitate better consumer engagement and private domain connections [3][4] - Tencent's competitive event has been running for eight years, initially designed to foster a growth ecosystem with merchants rather than just providing theoretical guidance [2][11] - The integration of online and offline experiences is crucial for high-end brands like Masfer, which combines online convenience with in-store emotional connections [6][7] Group 2: AI and Marketing Efficiency - AI is becoming a significant factor in enhancing marketing efficiency, with brands like Kidswant utilizing AI for targeted product recommendations and community interactions [9][10] - The introduction of AI tools has allowed brands to achieve higher engagement rates and sales performance, with some brands reporting sales performance 3.1 times higher than traditional methods [10][11] Group 3: Industry Adaptation and Collaboration - Tencent is applying its full domain operational experience across various industries, including tourism, real estate, and agriculture, to create a unified membership and points system [11][12] - Over 170 brands from diverse sectors are participating in the current competition, indicating a broad interest in Tencent's integrated solutions for business growth [11][12] - The company is focused on helping clients navigate the complexities of integrating online and offline operations, ensuring a cohesive strategy for customer engagement [12]

Core Insights - Tencent's annual competition aims to explore new business growth strategies with clients through a high-pressure environment [1] - The concept of "private domain" was introduced in 2018, evolving into "all-domain management" that integrates online and offline channels [1][2] - The year 2025 is anticipated to be transformative for "all-domain management," driven by the rise of video accounts and AI innovations [1][2] Group 1: Business Growth Strategies - In different economic cycles, the relationship between platforms and merchants shifts from mutual empowerment to a competitive struggle for traffic [2] - Tencent's unique competition format has fostered long-term collaboration with clients, emphasizing the importance of private domain operations [2][3] - The integration of video accounts and WeChat mini-stores has created new opportunities for merchants to engage with customers [5][6] Group 2: Case Study - Masfer - Masfer, a high-end women's clothing brand, has successfully integrated online convenience with offline experiences through private domain operations [6][7] - The use of WeChat's video accounts for one-on-one live streaming has significantly increased sales contributions, with 43% of sales attributed to this method [7][9] - The shift to remote fitting services has expanded customer engagement, increasing the frequency of purchases from 2-3 times to 6-8 times per year for top customers [9] Group 3: AI and Marketing Efficiency - AI has become a critical factor in enhancing all-domain marketing efficiency, with leading brands leveraging AI for product selection and targeted marketing [11][13] - The implementation of AI tools has allowed for personalized content delivery to specific customer segments, improving engagement and sales [13][14] - Brands like Juewei Foods have achieved significant sales performance improvements by integrating AI into their marketing strategies [14] Group 4: Industry Evolution and Support - Tencent's competitions enable merchants to accumulate and iterate their all-domain capabilities, providing a structured training framework [16] - The company has successfully adapted its retail strategies to various industries, including tourism, agriculture, and real estate [16][17] - Tencent aims to offer comprehensive solutions that encompass strategy, application, and infrastructure to enhance clients' business models [17]

Core Insights - The "2025 Content Creator Carnival" showcased significant advancements and achievements of WeChat Mini Store over the past year, highlighting its integration with over 10 WeChat ecosystem entry points and the introduction of new features like gifting and group buying [1][2] Group 1: Business Growth and Performance - WeChat Mini Store has seen a remarkable increase in the number of active sellers and transaction volume, with both metrics rising over 100% year-on-year as of September 2025 [3][4] - The number of sellers achieving over 10,000 in GMV during their first month has increased by over 70%, indicating a robust onboarding process for new sellers [3][4] - During the recent holiday season, specific campaigns, such as the Mid-Autumn Festival gifting initiative, resulted in a 219% increase in gifting GMV compared to August, showcasing the platform's effectiveness in driving sales [1] Group 2: Platform Features and Innovations - The platform has expanded its capabilities by integrating live streaming, short videos, and public accounts, enhancing user interaction and engagement [2][3] - New functionalities like "Order and Card Package" and "Group Buy" leverage social advantages to amplify user engagement and reduce brand outreach costs [2][4] - The introduction of the "Old Friends Are Here" live streaming incentive aims to encourage high-quality content production across various categories [4] Group 3: Service Provider Ecosystem - The service provider ecosystem is thriving, with average monthly incentive income for quality service providers reaching 1 million yuan, and a 64% retention rate for core service providers over three years [4][5] - Continuous training and support for service providers are being enhanced to improve their service capabilities, focusing on small and medium-sized businesses and hot brands [5] - The platform emphasizes stable, fair, and open incentives for service providers, which contributes to a diversified income stream for them [4][5]

Core Insights - The e-commerce industry is undergoing a fundamental transformation where operational efficiency, supply chain agility, and user experience are becoming the primary competitive factors rather than mere traffic scale [1][8] - Major platforms like Tmall, JD, and Douyin are extending promotional periods to smooth out traffic peaks, reflecting a deep understanding of the industry's current state and future prospects [1][6] - The focus has shifted from acquiring new customers to enhancing the entire order fulfillment process, where even a 0.1-second reduction in response time can significantly increase conversion rates [3][6] Traffic Structure Evolution - The evolution of traffic structure is critical, with a shift from simple user acquisition to a more nuanced understanding of user needs and behavior [1][4] - The recommendation algorithms are evolving, with platforms extending user behavior tracking periods and increasing sample sizes, leading to a 25% improvement in purchase efficiency [3][4] Technological Empowerment - Companies are leveraging data platforms and intelligent applications to convert fragmented data into actionable decision-making assets, making data a core production factor in operational decisions [4][6] - AI-driven content production is revolutionizing the industry, allowing small businesses to compete with larger brands by generating high-quality visual content at low costs [7][8] Customer Journey Redesign - The traditional linear shopping path has been disrupted, necessitating a redesign of every key touchpoint in the customer journey to accommodate modern consumers' complex decision-making processes [5][6] - The strategic importance of customer lifetime value (LTV) is surpassing that of customer acquisition cost (CAC), emphasizing the need for refined operations to convert first-time buyers into loyal customers [6][8] Instant Retail Growth - Instant retail is experiencing explosive growth, with significant increases in order volumes for convenience items, driven by consumer demand for immediate satisfaction [6][8] - Predictive inventory management is reshaping the supply chain, moving from a "stock first, sell later" model to a "dynamic inventory and agile replenishment" approach, significantly reducing inventory turnover days and costs [6][8] Future Trends - Three key trends are emerging: holistic operations becoming standard, efficiency competition surpassing price competition, and refined user experience management determining long-term growth [8] - Companies that quickly recognize the value of efficiency and adjust their operational strategies will gain a competitive edge in the evolving landscape of e-commerce [8]