DDlightek Unlockcommerce.withoutborders 2026印度尼西亚电子商务行业报告 出品方 前言 印度尼西亚（以下简称印尼）作为东盟最大的经济体，贡献了该地区约36%的GDP 并展现出约5%的稳健增长韧性。依托2.85亿的庞大人口基数及30.4岁的年轻化结 构，印尼已实现80.66%的互联网渗透率，且移动端用户占比高达98.7%。这种高 度的移动化特征与日益成熟的数字支付基础设施，共同构成了印尼数字经济发展的 坚实底层支撑。 SERATUSR GA 12026印度尼西亚电子商务行业报告 东南亚最大经济体，GDP约占东盟整体36% 作为东南亚最大的经济体及东盟（ASEAN）创始成员国， 印尼的经济规模约占东盟整体的36%。在全球经济环境不 确定性增强的背景下，印尼展现出稳健的增长韧性，除 印尼2025年的增长预期由4.7%上调至4.8%，进一步彰 4.86% 显了国际机构对该国经济增长前景的信心。 印尼经济增长主要由两大支柱驱动：一是资源优势，印尼 在棕榈油、煤炭等大宗商品领域拥有坚实的国际竞争优势， 更是全球第一大镍生产国和第二大生产国，在新能源电 池革命中地位关键；二是内需拉 ...

作者丨AI柠檬 编辑丨Shadow 当不少内容团队谈"出海"，第一反应仍是把视频搬去 YouTube、TikTok时，影视飓风却走了一条更直接的路：不做内容输出，先卖衣服。2025年12月，潘天 鸿（Tim）带队将旗下服饰品牌STORMCREW入驻阿里国际站，以B2B模式切入海外市场。这一选择，本身就足够反常识。 反常识不只在路径，更在赛道。服装是跨境电商最成熟，也最拥挤的红海类目之一：供应链高度标准化、价格战长期存在，SHEIN、ZARA等成熟玩家与无 数老卖家盘踞其中。对后来者而言，难点不在"能不能卖"，而在"凭什么被选择"。影视飓风选择此时下场，显然不是赌运气，而是押注自身独有的内容信任 资产。 对现有卖家而言，一个手握千万粉丝、能拍顶级视频，还会用AI工具的内容团队突然闯入，究竟意味着什么？是降维打击的强敌，还是水土不服的过江 龙？ 影视飓风并非一时兴起闯入服装赛道，而是在国内把"内容信任"转化为"产品交易"的闭环跑通之后，才决定重兵出海。 先看这家公司的底色。影视飓风的运营主体是杭州星奥传媒有限公司，2016年成立，从Tim一人一机起步，如今已发展为全网粉丝超4000万的头部MCN。 主账号"影视飓 ...

巴西，这片被桑巴舞、狂欢节浸润的土地，既有热情奔放的风土人情，更藏着内容电商最具潜力的增量密码。 尤为值得关注的是，巴西市场对直播带货趋势充满好奇，接受度颇高，这也成了拥有短视频和直播运营能力的中国出海商家耕 耘巴西的重要驱动力。 不过，作为拉美最大经济体、拥有2.1亿人口的消费大国，尽管巴西被无数出海商家看作最后一片蓝海，却因为市场认知偏差、 运营门槛等因素，让大多数人停留在观望阶段，甚至简单将其归类为下沉市场。 很少有人意识到，巴西早已不是被动接受外来商品的市场，而是与全球领先的电商玩法同频共振，主动学习中国模式，丰富本 土消费选择，升级消费体验的新兴热土。 日前，TikTok Shop巴西官方首次中国商家大会在国内举办，释放出明确信号：TikTok Shop巴西市场已经完成初期培育，进入规 模化增长阶段，中国出海商家已经在多个赛道实现突破，走完了从0到1的冷启动。 不同于成熟市场的竞争激烈，也不像新兴小市场那样体量局限，巴西的独特之处在于，它既有新兴市场的增长红利，又具备成 熟市场的消费潜力。 一场直播4小时、110万人围观、6.4万件商品售罄、单场收入近650万人民币，这样的成绩不是出现在国内，而是发 ...

作者：子成 来源：销售与管理Plus 谁能想到，熬夜刷短剧不仅偷走我们的时间，还成了大厂厮杀的新战场！ 字节旗下红果短剧逆势崛起，不到 3 年日活破亿，坐稳行业头把交椅；更狠的是，它把带货风刮进 短剧，解锁 " 看剧下单 " 新玩法。 要知道， 2024 年 9 月它的月活才 1.2 亿，一年多时间暴涨 1.5 倍，增速堪称恐怖，人均单日使 用时长更是达到 1.38 小时，直接反超爱优腾芒四大长视频平台。 那么，红果短剧是怎么做到的呢？ 答案很简单： 免费。 如今淘宝、京东、小米等大厂纷纷入局，短剧电商彻底从流量狂欢变成群雄逐鹿的红海。 这背后，是 字节对人性的精准拿捏，更是内容电商的全新洗牌 ，读懂这波趋势，就看懂了当下最 野的赚钱风口。 01 字节新爆款 ， 红果短剧杀 疯了 现在不管是地铁上、沙发上，还是睡前被窝里，总能看到有人低着头刷短剧，一集几分钟，剧情反 转又上头，一不小心就熬到后半夜 —— 这就是红果短剧崛起的底气，精准拿捏了当代人碎片化摸 鱼、追求即时爽感的刚需。 据 Tech 星球报道， 2026 年 1 月，字节跳动旗下红果短剧 App 日活已经过亿，成为继今日头 条、抖音、豆包、番茄小说 ...

Core Insights - The 2025 TikTok Shop Annual White Paper highlights a significant transformation in the global e-commerce landscape, shifting from a "transactional" to a "content-driven" model, with TikTok Shop at the forefront of this change [1][8] - The report indicates that TikTok Shop has transitioned from rapid growth to high-quality growth, reshaping connections among brands, merchants, creators, and consumers [1][8] Global Expansion and Regional Differentiation - TikTok Shop has accelerated its global expansion, establishing a presence in key markets like the U.S. and Southeast Asia, while also entering new markets such as Mexico, Brazil, Japan, and several European countries [2] - Indonesia has surpassed the U.S. with a GMV of $60 billion in the first half of 2025, becoming the largest market for TikTok Shop, while the U.S. achieved a single-day GMV peak of nearly $170 million during Black Friday [2] - The Southeast Asian market has matured into a closed-loop ecosystem characterized by "content-driven engagement and high-frequency consumption," while the U.S. has entered an era of "brand-generated content" [2] Structural Changes in Content Ecosystem - The content ecosystem is undergoing structural upgrades, with "live streaming and short videos" emerging as dual engines driving growth globally [3] - In the U.S., live streaming content has surged nearly 200% year-on-year, while short video content is accelerating towards "commercialization" [3] - The roles of creators are evolving, with many transitioning into full-fledged commercial entities, enhancing the efficiency of the content-to-sales fulfillment loop [3] Dominance of Beauty and Personal Care - The "beauty and personal care" category remains the dominant segment on TikTok Shop, accounting for an average GMV share of approximately 20% globally [4] - Regional consumer preferences vary, with the U.S. market showing a dual focus on beauty and health products, while Southeast Asia exhibits strong interest in beauty and personal care [4] Professionalization of Creator Ecosystem - The creator ecosystem is becoming more professionalized, with a focus on building trust and credibility rather than just follower count [5] - In the U.S., top creators emphasize solving real problems, while in Southeast Asia, authenticity and personal experience are key themes [5] - The merchant ecosystem is evolving towards brand-centric and refined operations, with top U.S. stores contributing 70% of GMV [5] Conclusion - The 2025 TikTok Shop white paper presents a dynamic and interconnected global content e-commerce ecosystem, integrating content creation, brand storytelling, community interaction, and instant conversion [6] - The report underscores the universal applicability and vitality of the "content-driven growth" model, as TikTok Shop continues to reshape the global retail landscape [6]

Core Viewpoint - The article discusses the evolution of cross-border e-commerce driven by content, highlighting how platforms like TikTok Shop are transforming traditional sales models into more dynamic, content-driven approaches that enhance consumer engagement and brand visibility [3][17]. Group 1: Case Studies of Brands - The large-size women's clothing brand Ruimin experienced a significant sales spike through a TikTok Shop live stream, achieving approximately 1,700 orders in a few hours, showcasing the explosive potential of content e-commerce [2][3]. - The 3D printer brand Creality also benefited from content-driven sales, with a non-professional influencer generating nearly $40,000 in sales during a live stream, demonstrating the effectiveness of user-generated content [2][3]. - Both brands represent different types of Chinese merchants: traditional foreign trade factories seeking brand premium and tech brands aiming to break into niche markets [3]. Group 2: Changes in Consumer Demand - Traditional e-commerce relies on explicit demand expression, where consumers must know what they want before searching, often leaving unrecognized needs unaddressed [4]. - Content e-commerce shifts this paradigm by using short videos and live streams to convert latent consumer pain points into visible purchasing decisions, allowing brands to showcase products in relatable contexts [4][5]. - For example, TYMO Beauty used a short video to demonstrate the effectiveness of their hair straightening brush, significantly enhancing consumer awareness and driving sales [5][7]. Group 3: Supply Chain Evolution - Content e-commerce not only alters demand but also reshapes supply chain dynamics, enabling a more resilient and flexible production process [9]. - Brands like Ruimin have transitioned to a model that allows for year-round production stability, reducing reliance on seasonal demand fluctuations and improving worker income stability [9][11]. - The integration of TikTok Shop's logistics services has improved order fulfillment times for brands like TYMO, enhancing their ability to manage sudden spikes in demand [12]. Group 4: Brand Building and Market Positioning - Content e-commerce allows brands to establish trust before recognition, fundamentally changing the brand-building process [14]. - Traditional manufacturers like Ruimin and OQ Hair are regaining pricing power and market voice by directly engaging with consumers through content, bypassing intermediaries [15][16]. - Brands like TYMO and Creality are leveraging content to break into broader consumer markets, transforming niche products into mainstream offerings [16][17]. Group 5: Consumer Insights and Feedback - The real-time feedback mechanism of content e-commerce enables brands to iterate products based on consumer insights, reducing the risk associated with new product launches [13]. - Brands can quickly adapt to consumer preferences, as seen with OQ Hair's rapid redesign of their product based on user feedback [13]. - This shift from a predictive to a feedback-driven supply chain model enhances the agility and responsiveness of brands in the market [13].

Core Insights - In 2025, TikTok Shop transitioned from rapid growth to high-quality growth, achieving a global expansion characterized by a "multi-point launch and synchronized advancement" strategy, with significant breakthroughs in both core and emerging markets [1][6] Global Market Overview - Key markets such as the US and Southeast Asia have entered a mature phase, with a notable trend towards brand-oriented operations and enhanced collaboration between influencers and institutions. Indonesia's GMV reached $6 billion in the first half of 2025, making it the largest market globally. The US saw a peak GMV of nearly $170 million on Black Friday, marking a 31% year-on-year increase [1][2][29] - Emerging markets in Latin America, including Mexico and Brazil, as well as European countries like France, Germany, and Italy, have shown significant GMV growth in their first month of operation, highlighting the effectiveness of regional differentiation strategies. Japan's market, focusing on high-ticket "refined consumption," achieved over 100 million RMB in GMV within three months, indicating strong potential [1][2] Content Ecosystem Development - A dual-engine model driven by live streaming and short videos has been established, with self-broadcasting becoming mainstream. In the US, self-broadcasting accounted for 71.5% of store broadcasts, with rapid increases in Europe and Southeast Asia. The content structure is characterized by an increase in live streaming and the commercialization of short video content, with creators evolving into multiple roles, including hosts, merchants, and institutions [1][2] Category and Commercial Performance - Beauty and personal care remain the core category globally, accounting for 20% of GMV, while health, women's apparel, and mobile devices perform well in various regions. The influencer ecosystem is diversifying, with a clear stratification in the US and a comprehensive rise of the influencer economy in Southeast Asia [2][11] - Commercial capabilities are continuously upgrading, with advertising entering a mature collaborative phase. Southeast Asia boasts a ROAS of 6.0-6.5, making it a global advertising efficiency hub. The number of influencers, the variety of products, and GMV show a strong positive correlation, with regional institutions adopting either large-scale expansion or refined operational strategies based on market stages [2][11] Future Outlook - TikTok Shop is expected to further enhance its global influence through ecological reconstruction, regional deepening, content upgrades, and commercial collaboration, especially with the deep application of AI technology and the ongoing penetration of emerging markets [2][11]

Core Insights - TikTok Shop has entered a new phase of high-quality growth in 2025, becoming a core growth engine for global content e-commerce through a deep market layout and ecological restructuring [1][7] - The global e-commerce landscape is rapidly evolving, with social e-commerce experiencing significant growth, driven by TikTok Shop's innovative "content + e-commerce" model [1][39] Market Expansion - TikTok Shop has established a global layout characterized by "deepening core markets and breaking into emerging markets," with mature markets like the U.S. and Southeast Asia showing a clear trend towards brand-oriented operations [1][7] - In the first half of 2025, TikTok Shop's GMV in Indonesia reached $6 billion, making it the largest market globally, while the U.S. saw a peak single-day GMV of nearly $170 million during Black Friday [1][30][31] - The platform is accelerating its expansion into Latin America, Europe, and Japan, with Mexico and Brazil showing rapid growth, and Japan's GMV exceeding 100 million RMB within three months of launch [1][7][30] Ecological Changes - The underlying logic of e-commerce is shifting from "search-driven" to "content-driven," with consumer behavior transitioning from "transaction-driven" to "content-driven," particularly among Gen Z and Millennials [2][42] - The roles of creators are becoming more integrated, blurring the lines between content creators, streamers, merchants, and institutions, forming a comprehensive commercial ecosystem [2][42] - The proportion of self-broadcasting in stores has increased significantly, with the U.S. market reaching 71.5%, indicating a shift towards brand-owned content [2][14] Advertising and Service Ecosystem - The advertising and service ecosystem is continuously improving, with varying ROAS performance across regions; Southeast Asia is emerging as a hotspot for efficient ad placements, while the U.S. and Europe are developing mature advertising systems [2][18] - The number of influencers, the variety of products, and GMV are strongly correlated, with leading agencies achieving growth through refined operations and deep partnerships with influencers [2][18] Future Outlook - By 2026, TikTok Shop's global GMV is expected to approach $100 billion, with AI deeply integrated into product selection and content creation, enhancing the efficiency and diversity of global content e-commerce [3][39] - The content output capability will become a core competitive advantage for merchants, as the global content e-commerce sector enters a more efficient and diverse development phase [3][39]

Group 1: Market Overview - The overall book retail market in 2025 is projected to reach a scale of 110.4 billion yuan, showing a year-on-year decline of 2.24% [1] - The shelf sales channel is under significant pressure, with a year-on-year decline of 16.50% [1] - Physical stores account for 13.65% of the market scale, experiencing a year-on-year decrease of 4.63% [1] Group 2: Industry Trends - The book retail market is experiencing a volatile development trend, with a rational and cautious consumer environment [1] - The implementation of the "National Reading Promotion Regulations" on February 1 marks a shift from policy guidance to legal protection for national reading [2] - The traditional retail landscape is undergoing profound restructuring, with content e-commerce emerging as the largest retail segment, surpassing platform e-commerce [2] Group 3: Strategies for Physical Bookstores - Physical bookstores are redefining their core functions and values to become cultural consumption experience centers and community hubs [1] - The "Reading+" strategy by Anhui Xinhua integrates education, digital technology, and cultural tourism to upgrade bookstores into modern reading complexes [2] - The Hubei Xinhua Bookstore is creating a campus bookstore brand that serves as a composite platform for reading promotion and cultural exchange [3] Group 4: Consumer Behavior Changes - Consumer purchasing behavior is shifting from certainty-driven searches to emotional resonance and scene-triggered motivations [4] - Content e-commerce enhances the connection between consumers and products through live streaming and short videos, making book content more relatable [4] Group 5: Challenges and Innovations - Physical bookstores face severe homogenization, marginalization of books, and difficulties in converting traffic into profit [5] - The "No Fee Bookstore" has adopted a dual approach of retreating to the essence of reading while embracing AI technology for sustainable development [5][6] - The introduction of AI tools for in-store guidance and user engagement aims to improve service efficiency and reduce costs [6]

Core Insights - The implementation of the "National Reading Promotion Regulations" on February 1, 2026, highlights the importance of reading as a national strategy, despite the current decline in reading habits and book sales [1] - The book retail market in 2025 faced significant challenges, with a reported market size of 1,104 billion yuan, reflecting a year-on-year decline of 2.24% [1] - The trend of declining sales in the publishing industry is attributed to changing reading habits and the rise of digital content consumption [2][10] Market Trends - The overall book retail market saw a decline in sales, with the market size dropping to 987.13 billion yuan in 2025, a decrease of 11.20% compared to 2024 [1] - The sales of academic books also experienced a significant downturn, with a notable drop in sales volume reported by various publishers [2] - The channel for book sales is increasingly fragmented, with shelf sales declining by 16.50% year-on-year, and traditional e-commerce platforms experiencing a 22.67% drop in sales [3] Shift in Sales Channels - Content e-commerce has emerged as the leading retail channel, surpassing traditional platforms with a growth of 30.43%, now accounting for 40.53% of the market [6] - The shift towards content-driven sales indicates a fundamental change in the book retail landscape, with consumers preferring to purchase books through live streaming and short videos [8] - Traditional e-commerce is losing traffic, and the growth from content e-commerce is insufficient to offset the decline in traditional sales channels [9] Challenges in Deep Reading - The rise of AI and digital media has made deep reading a luxury, with consumers increasingly distracted by short-form content [10] - The time and attention required for deep reading are becoming scarce, leading to a decline in traditional reading habits among youth [10] - Publishers are recognizing the need to adapt to these changes while promoting deep reading as a valuable skill [21][22] Opportunities for Quality Content - Despite the overall market decline, there remains a demand for high-quality books, as evidenced by the success of niche titles like "微渺人生" [11][17] - Publishers are focusing on producing quality content that can withstand the test of time, emphasizing the importance of deep reading [17] - Engaging with readers through events and social media is becoming essential for publishers to maintain relevance and promote quality literature [18][19]