观看红果短剧时，暂停画面后可直接搜索剧中同款服饰。 商报记者 孟佳俊 "刷短剧被女主穿搭种草，暂停就能秒搜同款下单！" 杭州女生小王在字节跳动红果短剧平台追剧时， 刚好遇到界面弹出的 "搜同款" 功能，当场完成服饰购买。这股 "边看边买" 的消费热潮背后，是 "短剧 + 电商" 构建的全新商业生态 。眼下，以情感共鸣为核心的即时消费新模式正加速成型，成为平台经济 打破增长瓶颈的新引擎。 记者打开红果APP，随机点播短剧《分手后，我娶了前任的老板》时发现，在视频暂停过程中，画面会 根据内容出现"搜同款衬衫""搜同款耳钉""搜同款背心"等购物标识。不过，该功能并非每次暂停都会触 发，且在现代题材剧集中，"搜同款"标识的出现频率明显高于古装剧。用户若有购买意向，点击链接即 可跳转至抖音APP完成支付。需要注意的是，部分展示的"同款"商品与剧中服饰的实际相似度仍有差 距。 短剧平台植入 "搜同款" 功能，其背后有着深刻的行业发展逻辑，是电商市场降温背景下的破局之举。 今年双 11，消费者的消费行为愈发理性，这也倒逼电商平台寻找新的流量入口与消费场景。而短剧市 场的高黏性与高增长特性，恰好为电商平台带来了全新机遇。《中 ...

看剧时被主角"种草"便立即下单同款商品——这种由内容共鸣触发即时消费的"剧情式购物"，亦即"短剧+电 商"模式，正在成为行业关注的焦点与探索的方向，并在今年"双11"期间引发广泛讨论。 记者近日在采访中了解到，红果短剧在内测的短剧带货功能中，支持用户一键搜索剧中同款商品，为抖音电 商导流；快手星芒短剧联动京东，集中上线7部京东独家冠名的精品短剧；淘宝APP在视频板块中设置"短 剧"频道……多家平台纷纷布局，将短剧作为"内容即货架"的新引擎，打造了"边看边买"的消费新场景。 "短剧+电商"带来了什么？ 今年"双11"期间，快手星芒短剧与京东的联动提供了"短剧+电商"的融合营销案例，通过独家冠名、剧情植入 与转化组件等玩法的组合与升级，打造了一个行业热点。 在浙江金华东阳卢宅景区，国际友人参与拍摄以东阳木雕为主题的微短剧。（中新） 深圳商报首席记者 魏沛娜 有观点分析称，京东充分利用了快手的全链路触达能力。从剧内的深度植入，到观看时一键直达京东商城的 转化组件，再到剧外的直播带货专场，京东让"曝光-互动-种草-转化"的闭环更高效。这一闭环持续地释放着 短剧营销的增量潜力。 短剧已然成为京东、淘宝等电商平台争夺用户 ...

Core Insights - The article highlights the rise of short dramas as a new entry point for user attention in the context of traditional e-commerce reaching its growth ceiling and high customer acquisition costs [1] - Short dramas are becoming a focal point for e-commerce and content platforms, leading to a surge in the "short drama + e-commerce" integration trend during this year's "Double 11" shopping festival [1] Group 1: Short Drama and E-commerce Integration - ByteDance's free short drama app, Hongguo Short Drama, is testing a new shopping feature that links products from Douyin's brand flagship stores, focusing on categories closely related to the content [3] - The user base of Hongguo Short Drama has grown rapidly, with a monthly active user count reaching 210 million in June, a 179% year-on-year increase, surpassing Youku's 200 million [3] - The potential for e-commerce revenue generation is seen as a new growth point for Hongguo Short Drama, as the average revenue per user (ARPU) from e-commerce is higher than that from information flow advertising [3][4] Group 2: Industry Challenges and Perspectives - The challenges facing the short drama e-commerce model include balancing content quality with commercialization, increasing content homogenization leading to user fatigue, and ensuring supply chain and fulfillment capabilities [4] - Some industry experts express skepticism about the suitability of short dramas for e-commerce, citing issues with user experience and content integration [4] Group 3: E-commerce Platforms' Involvement - Major e-commerce platforms like Taobao, JD.com, and Pinduoduo are actively entering the short drama space, employing various strategies to capitalize on this trend [5][6] - JD.com has integrated custom dramas featuring brands and has partnered with Kuaishou to launch short dramas that link directly to product pages [6] - Taobao has introduced a "theater" section to aggregate short drama content and has implemented a "search by image" feature to embed products within the narratives [6] Group 4: Market Potential and Future Trends - The short drama industry is expected to see significant growth, with projections indicating that the market size will reach 67.79 billion yuan by 2025, growing at a rate of 34.4% year-on-year [9] - The article emphasizes the need for the industry to overcome challenges such as content homogenization and the lack of professional talent, suggesting a shift towards verticalization and the creation of high-quality IP [7][9] - Policy support is also noted, with government initiatives aimed at promoting high-quality development in the short drama sector [10]

Group 1 - Short dramas are emerging as a new battleground for e-commerce during the "Double 11" shopping festival, with e-commerce and content platforms competing in this new arena [1] - The integration of short dramas with e-commerce is gaining momentum, serving as a comprehensive medium for brand marketing, user retention, and consumer conversion [1] - As of November 4, 2025, the China Securities Index for online consumption (931481) shows mixed performance among its constituent stocks, with China Film leading at a 5.19% increase [1] Group 2 - The online consumption ETF fund closely tracks the China Securities Index for online consumption, which includes 50 listed companies involved in online shopping, digital entertainment, online education, and telemedicine [2] - As of October 31, 2025, the top ten weighted stocks in the index account for 55.69% of the total, with Alibaba-W and Tencent Holdings being the largest contributors [2] - The latest data shows that the online consumption ETF fund has reached a new high in scale at 29.46 million yuan [1]