Industry Overview - The book retail industry refers to the process of selling books directly to end consumers, utilizing careful selection, pricing, promotion, and distribution to meet consumer demand while achieving commercial benefits for publishers and distributors [3] - Since 2020, China's book retail market has experienced fluctuations, with the market size declining from 98.7 billion yuan in 2021 to 87.1 billion yuan in 2022 [6] - In 2023, the market began to recover, with the retail market size slightly increasing to 91.2 billion yuan, representing a growth rate of 4.7% [6] Market Trends - By 2024, the integration of online and offline book sales channels has been established, driven by the rise of short video e-commerce and innovations in physical bookstores, leading to a significant market growth [6] - The industry code volume has reached 112.9 billion yuan in 2024, with a year-on-year growth rate of 23.8% [6] - The market is undergoing transformation, reflected in changes in consumer habits, marketing models, channel diversification, policy support, and technological advancements [8] Sales Channel Structure - In 2024, the market share of different sales channels is as follows: platform e-commerce accounts for 40.92%, short video e-commerce for 30.48%, vertical and other e-commerce for 14.71%, and offline physical stores for 13.99% [8] - The significant increase in the market share of short video e-commerce and offline physical stores compared to the previous year indicates a dynamic growth in the book retail sector [8] Key Players - Notable listed companies in the industry include CITIC Publishing (300788), China South Publishing (601098), Xinhua Wenhui (601811), and others [2] - Other relevant enterprises include Zhejiang Xinhua Bookstore Group, Beijing Ren Tian Bookstore Group, and various local bookstores [2]

Group 1 - The report focuses on the performance of the toy category on TikTok Shop in major European and American markets from June 2024 to May 2025, with data sourced from EchoTik [1][3] - In the US market, the total GMV for the past year is approximately $10.9 billion, with the toy category ranking in the top 5, accounting for 7% of the total [1][16] - The peak GMV during Black Friday for toys reached nearly $61.7 million, with over 90% of sales driven by video marketing [1][20] Group 2 - In the UK market, the toy category's GMV accounts for 4% of the top 10 categories, with a recent peak of approximately $7.48 million [2][46] - The leading toy categories in the UK include classic toys, dolls, and educational toys, which together account for 54% of the top 10 GMV [2][53] - The Spanish market is still in its early development stage, with the toy category not yet in the top 10, but showing rapid growth potential [2][3] Group 3 - The Mexican market's toy category is close to entering the top 10, accounting for 2% of the market, with a peak GMV of $70,000 to $80,000 [2][3] - The overall analysis indicates that the toy market on TikTok Shop in Europe and America is at different stages of development, with the US and UK being more mature and dominated by leading brands, while Spain and Mexico present significant growth opportunities [3][2] Group 4 - In the US, the top three toy categories by GMV are classic toys, puzzles, and educational toys, collectively exceeding $130 million and accounting for 60% of the top 10 sales [1][28] - The price range for toys in the US is primarily concentrated between $30 and $50, with a significant number of sales occurring in the $10 to $20 range [1][25] - The top 10 stores in the US exhibit a clear oligopoly, with a sales threshold of $200,000, and the leading store, POPMART US SHOP, relies heavily on influencer marketing [1][29][36] Group 5 - The UK toy market is characterized by a competitive landscape focused on affordable pricing, with over 70% of GMV concentrated below $30 [2][51] - The top 10 stores in the UK have a sales threshold of $50,000, with POP MART United Kingdom Online leading the market due to its brand effect and popular products [2][54][58] - The pricing strategy in the UK shows a significant focus on products priced below $30, indicating a price-sensitive consumer base [2][55]

Industry Overview - The integration of short videos and e-commerce is an irreversible trend in the digital economy, with issues like traffic monopoly, merchant competition, and ecological imbalance becoming increasingly prominent [1][3] - In 2023, short video users accounted for 94.8% of global internet users, and the global short video market is expected to exceed $2.2 trillion by 2035 [2] - Live e-commerce, which started in China in 2016, reached a transaction volume of 3.5 trillion RMB in 2022, contributing 80% of the growth in the e-commerce sector [2] Challenges in the Industry - Three major contradictions are intensifying: 1. Traffic monopoly where top creators and platforms control over 90% of traffic, making it difficult for new creators to succeed [3] 2. Merchant difficulties due to price wars squeezing profits, leading to a decline in product quality and consumer experience [3] 3. Ecological imbalance caused by MCN institutions controlling resources and creating a single monetization channel, resulting in a vicious cycle of "involution" [3] Company Positioning - YULLILY, headquartered in Singapore, positions itself as a "global short video smart e-commerce platform" with the mission of "linking excitement and illuminating life" [4] - The platform aims to redefine the future of short video e-commerce by integrating content creation, product trading, and social interaction into a value-interconnected ecosystem [4] Strategic Directions - YULLILY targets industry pain points with three strategic directions: 1. Fair traffic distribution by implementing a mechanism that allocates 90% of traffic to new creators [5] 2. S2K2C model innovation that connects supply chain (S), key opinion leaders (K), and consumers (C) to reconstruct the supply-communication-consumption loop [5] 3. Technology democratization through AI digital humans and smart algorithms to lower the barriers for entrepreneurship [5] Core Competitiveness - The HERO AI system is YULLILY's core advantage, reconstructing the relationships between people, goods, and venues through four technologies: 1. AI digital human live streaming that supports over 30 languages and operates 24/7, addressing high labor costs and geographical limitations [6] 2. AIGC content engine that automatically generates multimedia content, accelerating brand globalization [6] 3. 4.0 smart algorithms that analyze user behavior for personalized recommendations [6] 4. Multi-modal interaction providing immersive shopping experiences [6] Innovative Business Model - YULLILY's unique S2K2C business model creates a win-win closed loop: 1. Supply side (S): Carefully selected high-quality products from a robust supply chain [7] 2. Creator side (K): Cultivating ordinary individuals into key opinion leaders to earn commissions through short videos and live streaming [7] 3. Consumer side (C): AI matches content with user interests, allowing for shopping during entertainment [7] Global Expansion Strategy - YULLILY employs a phased strategy for global expansion: 1. Southeast Asia as a foundation, leveraging regional price differences [9] 2. Expansion into the Americas by replicating successful models and enhancing logistics efficiency [9] 3. Gradual entry into Western Europe, Australia, and Africa, adapting to local cultures and consumption habits [9] Vision for Inclusivity - YULLILY aims to create a "universal light entrepreneurship platform" focusing on three aspects: 1. Light assets with no inventory risk [10] 2. Light operations through AI-managed live streaming and training [10] 3. Light management with transparent commission structures for creators [10] Future Plans - YULLILY's long-term vision extends beyond business to include ecological and social responsibilities: 1. Expanding into short films and documentaries to build a creator ecosystem [11] 2. Establishing a charity foundation to support education and healthcare projects [11] 3. Aiming to become a global leader in the industry and set standards for the digital economy [11]

Core Viewpoint - Shenyang Shufan Education Consulting Co., Ltd. is establishing itself as a trusted partner in the Douyin e-commerce sector, focusing on local services and training to enhance its professional value in a rapidly growing market [1][4]. Group 1: Local Service Network - The company is headquartered in Shenyang and actively engages with Northeast China's industrial chain resources, aiming to integrate local特色产业 into its e-commerce service chain [1]. - Shenyang Shufan Education is building a local主播团队 to connect with regional consumers and assist partner merchants in improving operational effectiveness [1]. Group 2: Team Service Model - The company has designed a "1+N" team service model, which includes one dedicated operation manager collaborating with multiple professionals to provide comprehensive operational support for clients [3]. - This model aims to ensure detailed service while helping small and medium-sized enterprises control operational costs during their e-commerce transformation [3]. Group 3: Content Focus - The team understands the relationship between content creation and conversion effectiveness, forming a dedicated short video creative team to explore the integration of local cultural characteristics with product features [3]. - The goal is to create attractive content that effectively reaches target audiences on the Douyin platform [3]. Group 4: Data-Driven Decision Making - The company emphasizes the value of data application by integrating platform data and practical tools to provide insights throughout the product selection, content optimization, and performance analysis processes [3]. - Shenyang Shufan Education continuously optimizes its product potential assessment system, focusing on key metrics such as short video interactions and user behavior in live streams to assist partner merchants in identifying promising products and formulating marketing strategies [3]. Group 5: Future Outlook - In the evolving Douyin e-commerce ecosystem, the company aims to bridge Northeast industrial resources with Douyin platform demands through a combination of professional capabilities and localized services [4]. - Shenyang Shufan Education believes that deep regional market engagement, continuous innovation in content expression, and data-driven operations are crucial for sustainable development in the service sector [4].

Core Insights - The pricing disparity in the agency operation services for brands entering Douyin ranges from 30,000 yuan to 300,000 yuan, driven by a complex pricing system as the short video e-commerce sector matures [1] Pricing Discrepancies - Beauty category agency operation quotes are generally 30% higher than local lifestyle categories, primarily due to the frequency of content iteration required [3] - A leading service provider's beauty account needs to test 5-8 sales videos weekly, while a restaurant account only requires 2-3 store visit contents [3] - The cost of collaborating with top influencers in the beauty sector can exceed 10,000 yuan per post, contrasting with industrial equipment categories that may require custom 3D animations costing over 5,000 yuan [3] Hidden Costs in Niche Categories - Choosing a low-cost package, such as an 8,000 yuan/month option, can lead to unexpected expenses, like a 20,000 yuan charge for additional AR product display features [5] - This highlights the industry rule that the more specialized the field, the less controllable the customization costs become [5] Regional Pricing Variations - Basic packages from service providers in Hangzhou start at 15,000 yuan, which is 50% higher than similar services in Chengdu, reflecting differences in resource response speed [6] - For instance, a team in Hangzhou can mobilize influencers to create follow-up videos within 6 hours during trending topics, while regional providers rely more on local influencers [6] - However, lower-tier markets can offer unique advantages, such as a hotpot brand in Chongqing finding a team that provides a 5,000 yuan/month package including two live streams per week, with hosts adapting their speech to local dialects [6] Service Models and Risks - Basic packages priced at 3,000 yuan often use a "mixed editing + template" model, leading to significant homogenization risks [10] - Accounts using such services typically face traffic bottlenecks after three months, while effective custom services incur three main hard costs: over 2,000 yuan daily rental for high-quality filming equipment, a base salary of 10,000 yuan for professional traffic managers, and over 500,000 yuan annual maintenance for top influencer resources [10] Future Trends in the Agency Market - AI tools are reshaping cost structures, with one MCN organization reporting a 40% increase in basic video production capacity after implementing an intelligent script system, leading to a 15% price drop for packages under 5,000 yuan [11] - However, tightening regulations introduce new costs, with compliance checks adding 50-100 yuan per video [11] - The rise of regional service providers is noteworthy, as a team in Shandong has achieved a threefold conversion rate in live streaming by leveraging supply chain advantages, replicating their "agency operation + drop shipping" model in niche markets [11] Selecting Quality Service Providers - High-quality agency operations should demonstrate three capabilities: content production (at least three original videos weekly), traffic management (stable ROI of 1:5 for advertising), and commercial conversion (return rate under 15%) [12] - A mother and baby brand successfully identified a capable team through a "three-month trial operation + performance-based clauses," requiring the agency to refund a portion of the service fee if they fail to meet a 100,000 follower growth target [12] - Price is not the sole criterion for selection; a 20,000 yuan monthly fee may ultimately be more cost-effective than a 5,000 yuan option if it saves 200,000 yuan in trial and error costs through professional expertise [12]