Core Viewpoint - Douyin's e-commerce strategy has shifted significantly, focusing on quality and service rather than just data metrics, leading to a notable increase in GMV during the 618 shopping festival [3][10][14]. Group 1: Douyin's E-commerce Performance - During the 618 event, Douyin set a GMV target of 400 billion, ultimately achieving over 440 billion, a 32% year-on-year increase [3][10]. - Over 60,000 brands saw their transaction volumes double, with 236 brands achieving over 100 million in sales through live streaming [8][10]. - The overall GMV for Douyin's e-commerce in 2024 is projected to reach approximately 3.43 trillion, a 35% increase from 2023 [10]. Group 2: Strategic Shifts and Trends - Douyin has transitioned from a focus on live streaming to integrating shelf-based e-commerce, with shelf sales accounting for 45% of total purchases during the 618 event, growing over 70% year-on-year [11][13]. - The platform has implemented a 37-day promotional period for the 618 event, allowing for better inventory management and brand communication [7][11]. - Douyin's e-commerce strategy now emphasizes brand partnerships and personalized marketing, moving away from a generalized approach [8][22]. Group 3: Supportive Policies and Market Dynamics - Douyin has introduced various merchant support policies, saving businesses over 11 billion in operational costs by May 2025 [17]. - The platform capitalized on national subsidy policies, with over 30,000 live sessions promoting subsidized products during the 618 event [14][15]. - Douyin's marketing budget for brands has increased, with a significant shift towards the platform for advertising, particularly in the beauty sector [18][35]. Group 4: E-commerce Ecosystem Development - The rise of "red person store broadcasting" has become a new trend, with over 20 red person stores achieving over 100 million in sales during the 618 event [33]. - The integration of live streaming and shelf-based sales is becoming a key feature of Douyin's e-commerce model, with a notable increase in the proportion of store broadcasts [34][36]. - Douyin's e-commerce ecosystem is evolving to provide a more diverse shopping experience, enhancing user engagement and loyalty [37].