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大促观察:达人带货总额八成来自中小达人,直播电商普惠价值放大
2025年的"抖音商城双11好物节"已收官。据平台发布的数据,在10月9日至11月11日的活动期间,全域 兴趣电商模式有效拉动实体经济新增量,平台上有6.7万个品牌销售额同比翻倍,超过10万商家直播销 售额同比翻倍。 本次大促引人注目的一点,是直播电商生态中广泛涌现的普惠价值。粉丝量在100万以下的中小达人贡 献了达人带货总销售额的超八成,2万多个首次参与双11大促的新商家实现了直播销售额破百万元,同 时,众多地方特色产业带通过直播实现了快速增长。增长背后,直播电商为更广泛的经济主体注入了持 续发展的新活力。 中小达人成为中坚力量 抖音电商通过持续优化的算法推荐机制,构建了一套以"内容质量""交易价值"为维度的评估体系,让创 作好内容的达人和商家获得更多发展机遇。 本届双11,有超过54万达人实现带货销售额同比翻倍。其中,粉丝量在100万以下的中小达人,贡献了 达人带货总销售额的八成。这一数据有力地说明,在抖音电商平台上,中小达人是达人带货的中坚力 量。直播电商为中小达人提供了合适的发展空间。 报告显示,本届双11,有2万多个商家首次参与大促即实现直播销售额超百万元。这一成绩的背后,是 平台一整套政策组合拳的 ...
大数据时代,莫让“算法”变“算计”
Ren Min Wang· 2025-05-14 01:12
Group 1 - The core viewpoint of the article emphasizes the dual nature of algorithms, highlighting their benefits in daily life while also addressing the issues arising from their misuse, such as "information cocoon," "big data discrimination," and "induced addiction" [1][2] - The report outlines the accelerated governance efforts in China regarding algorithm misuse, including the implementation of the "Internet Information Service Algorithm Recommendation Management Regulations" in 2022 and the 2024 joint action by the Central Cyberspace Administration and other departments to address typical algorithm issues [1][2] - The article points out the challenges faced in algorithm governance, such as companies evading supervision under the guise of "technical neutrality," the lack of transparency in algorithm logic, and users' over-reliance on single platforms [2] Group 2 - The article suggests a multi-faceted approach to return algorithms to their intended purpose, advocating for stronger legal frameworks, increased penalties for algorithm misuse, and innovative technical governance that allows for controlled testing of algorithms [2] - It emphasizes the importance of creating a "co-governance ecosystem" involving various stakeholders, including regulatory bodies, companies, and consumers, to enhance market transparency and promote rational consumer decision-making [2] - The article concludes that algorithms should be guided by legal frameworks and ethical values to ensure they serve as a catalyst for social progress, balancing efficiency with fairness and responsibility [2]