Core Viewpoint - The competitive landscape of global e-commerce platforms is intensifying, leading to an increasing number of exits from the market, exemplified by the closure of Ozsale, an Australian e-commerce platform, set for January 27, 2026 [1][8]. Group 1: Company Overview - Ozsale, known as the "overseas version of Vipshop," will cease operations, with unused points expiring after the shutdown date [1]. - The closure follows the earlier shutdown of its sister platform, NZSale, indicating a significant shift in the regional discount e-commerce model [2]. - Ozsale was founded in 2007 by Jamie and Carl Jackson, who capitalized on the demand for high-quality, affordable products through a membership-based flash sale model [3][4]. Group 2: Historical Performance - By 2012, Ozsale had over 2 million members and reported annual sales of £102 million (approximately 1 billion RMB), marking a 40% year-on-year growth [5]. - The peak of MySale's operations included 12 websites across five countries, with significant user growth and plans for expansion into the UK and US markets [5][6]. - However, the company faced a 43% decline in sales and a 50% drop in gross profit by late 2019, indicating a downturn in performance [6]. Group 3: Market Dynamics - The closure of Ozsale reflects broader trends in the global e-commerce sector, with over ten platforms facing bankruptcy or forced acquisition between 2024 and November 2025 [8]. - Competitors like Amazon, Temu, and Shein have significantly impacted regional platforms, leading to a decline in market share for local e-commerce sites [9]. - Ozsale's delivery complaints increased by 180% over three years, with over 30% of users reporting order delays, highlighting operational inefficiencies [9][10]. Group 4: Future Implications - The decline of platforms like Ozsale and Catch illustrates the challenges faced by e-commerce businesses that fail to adapt to evolving market conditions and consumer preferences [10]. - In contrast, domestic beauty brands in China are thriving through established platforms like Tmall and JD, as well as emerging channels like Douyin, indicating a shift in competitive strategies [11]. - The e-commerce landscape is transitioning towards a focus on user engagement, operational efficiency, and differentiated experiences, necessitating a reevaluation of traditional business models [11].

Core Viewpoint - Douyin is actively transforming into a comprehensive e-commerce platform, enhancing its operational structure and expanding its payment and governance capabilities to compete effectively in the increasingly competitive e-commerce landscape [2][11][17]. Group 1: Organizational Changes - Douyin has undergone significant organizational adjustments in 2023, including the transfer of product and operational personnel from the commercial department to the e-commerce division, creating a complete commercialization team [4]. - In August, Douyin announced the integration of instant retail with e-commerce operations, indicating a strategic shift towards a more cohesive operational framework [4]. - In September, ByteDance reallocated sales and industry operation teams skilled in e-commerce advertising to Douyin's e-commerce department, further solidifying its operational capabilities [4]. Group 2: Payment and Governance Enhancements - Douyin is expanding its online payment services, allowing users to make payments on external platforms like Pupu Supermarket using Douyin Pay, enhancing user convenience [5]. - The platform is intensifying efforts to combat fraudulent practices, having removed over 1,000 non-compliant merchants and more than 200 influencers for violations such as "low-price non-delivery" and "fraudulent delivery" [7]. Group 3: Promotional Activities - Douyin has initiated a major promotional campaign leading up to the Double 11 shopping festival, which runs from September 16 to November 11, lasting 57 days [8]. - The core promotional strategies include discounts funded by merchants, aiming to attract more consumers during this extended sales period [10]. Group 4: E-commerce Model Evolution - Douyin has shifted from being primarily a content platform to a comprehensive e-commerce platform, with live-streaming and shelf-based e-commerce both playing significant roles in its growth [11][13]. - The platform has reported a 39% year-on-year increase in sales, with shelf-based orders growing by 70%, indicating a diversification of its sales channels [13]. - The rise of store broadcasting (店播) is notable, with a 113% increase in brand merchants using this model, which now accounts for nearly 52% of live-streaming sales, surpassing influencer-driven sales [15]. Group 5: Competitive Landscape - Douyin's gross merchandise volume (GMV) has surpassed JD.com, reaching 3.5 trillion yuan, positioning it as the third-largest player in the e-commerce sector [17]. - The competitive landscape is characterized by distinct advantages for each major player: Alibaba's extensive merchant ecosystem, JD.com's robust supply chain, and Pinduoduo's focus on cost-effectiveness [17]. - Douyin's rise represents a new path for content-driven e-commerce, leveraging short videos and live streaming to create a strong connection between product discovery and purchase [17].