Group 1 - The core point of the article highlights Douyin E-commerce's initiatives in July to support small and medium-sized businesses by extending commission-free periods for various categories and implementing new policies, resulting in over 2.5 billion yuan in cost savings for merchants [1] - In July, Douyin E-commerce waived over 1 billion yuan in service fees for merchants related to shelf scenarios, specifically through the exemption of product card commissions [1] - The company announced an extension of promotional activities for categories such as men's clothing, underwear, eyewear, daily necessities, and kitchenware until September 30, 2025, allowing eligible merchants to receive a 4.4% rebate on technical service fees for qualifying orders [1]

Core Viewpoint - Douyin E-commerce has implemented new measures to reduce the entry and operational costs for merchants, including a "0 yuan entry" policy and significant reductions in deposit requirements, aimed at supporting small and medium-sized businesses. Group 1: New Merchant Policies - Douyin E-commerce has introduced a "0 yuan entry" policy for new merchants, allowing them to join the platform without paying a deposit initially, with the option to gradually recharge the deposit based on their sales performance [1] - The "0 yuan entry" feature has been expanded to all categories, following a previous rollout in February for 1,345 subcategories, significantly easing the financial burden on new merchants [1] Group 2: Deposit Reductions - The basic deposit requirements have been significantly reduced, with new tiers set at 500 yuan, 2,000 yuan, and 5,000 yuan based on the merchant's previous month's GMV of 50,000 yuan and 100,000 yuan, representing an average reduction of 75% [2] - Merchants can withdraw excess funds from their deposit accounts weekly after the new regulations take effect [2] Group 3: Simplified Deposit Rules - The deposit collection rules have been simplified to be based solely on GMV, eliminating the previous linkage to specific categories, allowing merchants to adjust their business strategies without affecting their deposit obligations [3] Group 4: Consumer Protection and Compliance - Douyin E-commerce has committed to implementing risk control measures to protect consumer rights and maintain a fair competitive environment [4] - The platform has initiated a crackdown on false advertising, particularly in categories like food and hardware, and will restrict merchants with a history of violations from participating in the "0 yuan entry" program [5][8] - The platform will continue to monitor and address false advertising in various promotional contexts, with penalties for organized and malicious violations [10]