本报讯(记者袁传玺)"双11"促销活动持续升温，抖音电商发布的阶段性数据显示，10月9日至10月19 日，平台商家迎来生意新增长，货架与内容双场景协同发力，带动消费热度持续攀升。数据显示，超 4.1万商家通过直播带动销售额同比增长500%，搜索带动销售额破千万元的商家数量同比增长147%。平 台持续通过免佣、降低运费险等多项措施，为商家降低经营成本、增强经营信心，助力商家稳健发展。 伴随商家生意提升，爆款商品不断涌现，进一步带动市场活力。抖音电商数据显示，10月9日至10月19 日，销售额破亿元的商品数量同比增长240%，超过10万个商品的直播销售额同比增长300%。值得关注 的是，在达人带货中，粉丝量在100万以下的中小达人贡献超过80%的带货销售额，成为推动商品销售 的中坚力量。 业内人士指出，直播电商不仅提升了整体交易效率，也让商家能够通过互动和内容了解用户需求，洞察 消费趋势。中小达人的参与也进一步提升了消费市场活力。 抖音电商货架场景同样表现强劲，其是商家长期经营的重要阵地。数据显示，10月9日至10月19日，搜 索和商城表现突出，搜索带动销售额破千万元的商家数量同比增长147%，商城带动销售额破千 ...

Core Insights - Douyin e-commerce has become a crucial platform for brands and merchants, driven by its dual model of "interest e-commerce" and "shelf e-commerce" [1] - The operational complexity of Douyin stores requires a systematic approach beyond merely setting up a shop and listing products [2] Group 1: Operational Strategy - Preparation and store setup are essential first steps [3] - Precise product selection should rely on data analysis tools like Douyin Luopan, Chameleon, and Feigua to understand market trends and audience profiles [3] - Store design must be cohesive and professional, including elements like store name, logo, and promotional pages [3] - Product listing optimization is critical, focusing on titles, main images, detail pages, and short video materials [3] - Content and advertising strategies are necessary for traffic acquisition [3] - Short videos and live streaming are central to Douyin e-commerce, with a focus on high-quality, engaging content [3] - Live streaming requires effective coordination of hosts, scripts, and promotional activities [3] - Search optimization and membership management are vital for user engagement and repeat purchases [3] - Paid promotions through targeted advertising can enhance visibility and traffic [3] - Continuous data analysis is necessary for adjusting operational strategies [3] - Customer service and supply chain management are fundamental for maintaining a positive store rating and operational stability [3] Group 2: Service Providers - Heart Enjoy E-commerce, a leading player in the industry, offers tailored operational solutions [5][11] - MoFan LuMa specializes in influencer-driven marketing and content creation [6][11] - New Seven Days excels in supply chain integration and comprehensive marketing solutions [7][11] - YiMing Media focuses on live streaming and sales conversion strategies [8][11] - HeTao Media is known for its high-quality short video content production [9][11] - Container Media provides integrated marketing services with a strong strategic focus [10][11] - Emerging service providers like HeTao Media and RongMeMe offer detailed, cost-effective services for small and new brands [11]

新浪科技讯 10月10日晚间消息，抖音电商公布双11大促首日数据，商家发展势头强劲迎"开门红"，首 日参与活动并获得收入的商家数量同比增长75%，其中，销售额破亿元的品牌数量同比增长800%，销 售额破千万元的单品数量同比增长500%。 同时，创作者生态保持高增长，首日有超过10万个电商作者实现销售额同比增长200%。 此外，直播、商城、搜索、商品卡等多元场景协同发力。直播电商依旧是商家生意增长的重要动力。数 据显示，首日直播带动销售额同比增长66%，其中店播表现突出，店播销售额破百万元的商家数量同比 增长117%，破千万元的商家数量同比增长超过10倍。 除了直播场景外，货架场景成为今年双11的另一增长引擎。今年，抖音商城和搜索是消费者领取消费券 的主要入口。数据显示，首日抖音商城销售额同比增长211%，增长势头显著。搜索和商品卡也表现强 劲，首日搜索带动销售额破百万元的商家数量同比增长388%，商品卡带动销售额破百万元的商家数量 同比增长406%。 责任编辑：刘万里 SF014 ...

Core Insights - Douyin e-commerce's GMV grew by 34% year-on-year from August 2024 to July 2025, with shelf e-commerce showing a remarkable growth of 49%, surpassing the overall e-commerce growth rate [1][2] - Despite a general slowdown in the e-commerce sector, Douyin e-commerce maintained stable growth, with an estimated GMV of approximately 3.5 trillion yuan in 2024, reflecting a 30% increase [1] - The success of shelf e-commerce is attributed to Douyin's subsidies, which helped achieve a GMV of around 200 billion yuan during the 618 shopping festival, accounting for nearly 50% of total sales [1] Douyin E-commerce Strategy - Douyin e-commerce has shifted its focus to "full-domain interest e-commerce," aiming for shelf e-commerce to account for over 50% of its sales [2] - The company plans to progressively increase the share of shelf e-commerce to 30%, 40%, and then 50% over three years, with the 50% target already achieved during the 618 event [2] - The annual strategy has been adjusted to prioritize merchant growth and profit, with a core business goal for 2025 being the reduction of merchant operating costs [2] Organizational Changes - Douyin integrated its algorithm teams from both Douyin e-commerce and Juyuan Qianshu, enhancing collaboration on GMV, merchant experience, and user experience [3] - The merger aims to balance merchant ROI, user experience, and platform efficiency, with a focus on improving algorithm mechanisms and flow distribution [3][4] - Douyin e-commerce has shifted its subsidy strategy from consumer-focused to merchant-focused, providing over 19 billion yuan in subsidies to merchants by the end of August [4] Regulatory and Market Position - Douyin e-commerce has implemented community operation standards, addressing violations and banning over 1.3 million videos and 470,000 accounts for misconduct [5] - Contrary to popular belief, top influencers contribute only a small portion of GMV, with those having over one million followers accounting for about 9% of total sales, while smaller influencers contribute around 21% [5] - Douyin e-commerce is not heavily engaging in the competitive instant retail market, choosing instead to focus resources on enhancing its e-commerce services and experiences [5]

Core Viewpoint - The stock price of Dongfang Zhenxuan experienced significant volatility on August 19, with a peak increase of nearly 24% followed by a sharp decline, ultimately closing down 21.25% at 34.16 HKD per share, amid rumors regarding the CEO's alleged misconduct [1][2]. Group 1: Stock Performance - On August 19, Dongfang Zhenxuan's stock price fluctuated dramatically, reaching a high of 53.7 HKD per share before dropping over 40% within an hour [1]. - The stock closed at 34.16 HKD, with a trading volume of 92.89 billion HKD and a turnover rate of 21.21% [2]. - The stock had previously seen a cumulative increase of 85% in July and an additional 144% in August before the recent decline [2]. Group 2: Rumors and Company Response - A rumor circulated about CEO Zhou Chenggang being investigated for allegedly misappropriating company interests through related-party transactions, which the company labeled as false [2][5]. - Dongfang Zhenxuan issued a statement refuting claims about a commission rate exceeding 30%, clarifying that the actual average commission rate is below 20% [2]. - The company has initiated legal actions against the spread of these rumors [2]. Group 3: Business Performance and Strategy - Dongfang Zhenxuan's stock has seen significant fluctuations over the years, with a peak increase of over 14 times from June 8, 2022, to February 3, 2023, followed by an 81.37% decline from February 3, 2023, to June 30, 2025 [6]. - In June 2023, the estimated GMV reached 870 million RMB, a year-on-year increase of 28%, with self-operated product GMV at 350 million RMB, up 15% [6]. - The company is shifting focus towards self-operated products, with a projected 39% sales share from self-operated products by June 2025, indicating a reduced reliance on live-streaming traffic [6].

Core Viewpoint - On August 19, Oriental Selection's stock experienced significant volatility, initially rising over 23% before closing down 20.89% at HKD 34.32 per share, with a trading volume exceeding HKD 9.3 billion and a market capitalization of approximately HKD 36 billion [1][2]. Group 1: Stock Performance and Market Reactions - The stock price of Oriental Selection saw a cumulative increase of 266% from July to August 18, 2023, but faced a sharp decline on August 19 due to profit-taking by short-term investors [4]. - Analysts noted signs of capital absorption at lower price levels during the sell-off, indicating potential interest from investors despite the volatility [3][4]. - The stock has experienced significant fluctuations in recent years, with a peak increase of over 14 times from June 8, 2022, to February 3, 2023, followed by an 81.37% decline from February 3, 2023, to June 30, 2025 [4]. Group 2: Business Model and Growth Prospects - Oriental Selection's self-operated products have shown strong performance, with an estimated GMV of RMB 870 million in June 2023, a year-on-year increase of 28%, and self-operated product GMV reaching RMB 350 million, up 15% year-on-year [6]. - The company is expected to achieve a self-operated product sales ratio of 39% by June 2025, with 60% of these sales coming from shelf e-commerce channels, indicating a shift away from reliance on live-streaming traffic [6]. - Recent product launches, such as a self-operated brand of sanitary napkins, have been successful, selling 180,000 units within two days of release [6]. - Analysts believe that the improvement in GMV and the growth in paid membership numbers will lead to a more favorable profit structure for Oriental Selection [6]. Group 3: Market Sentiment and Future Outlook - The recent stock surge is attributed to improvements in the company's business model and the overall bullish trend in the Hong Kong new consumption sector [7]. - Despite the positive developments, experts caution that Oriental Selection currently lacks a distinct competitive advantage or "moat" in the market [7].

Group 1 - The stock price of Dongfang Zhenxuan (01797) has fallen over 6%, despite having doubled since early July, currently trading at 26.08 HKD with a transaction volume of 793 million HKD [1] - Recent consumer dissatisfaction has emerged regarding product adjustments at Sam's Club, leading to negative feedback on social media [1] - Hema's membership stores will cease operations, indicating a complete withdrawal from the membership store business that aimed to compete with Costco [1] Group 2 - Tianfeng Securities noted that Dongfang Zhenxuan possesses attributes of both shelf e-commerce and social e-commerce, aiming to establish itself as an online version of Sam's Club, potentially benefiting from market changes for secondary growth [1] - Zheshang Securities highlighted that Dongfang Zhenxuan, along with brands like Pang Donglai and Sam's Club, focuses on consumer-centric product development, offering high-quality and cost-effective products to meet health needs, which drives stable repurchase rates [1] Group 3 - New Oriental reported a revenue of 150 million USD for Q4 of fiscal year 2025, reflecting a year-on-year decline of approximately 30%, although the decline rate has narrowed compared to the previous quarter [1] - Non-GAAP operating profit was approximately 79 million RMB, with an operating profit margin of about 7%, showing a quarter-on-quarter improvement [1] - The company is experiencing an improvement in profitability following the separation from Huixing and the departure of key influencer Duan Duan, suggesting a transition from influencer-driven to product-driven strategies [1]

Core Viewpoint - Douyin's e-commerce strategy has shifted significantly, focusing on quality and service rather than just data metrics, leading to a notable increase in GMV during the 618 shopping festival [3][10][14]. Group 1: Douyin's E-commerce Performance - During the 618 event, Douyin set a GMV target of 400 billion, ultimately achieving over 440 billion, a 32% year-on-year increase [3][10]. - Over 60,000 brands saw their transaction volumes double, with 236 brands achieving over 100 million in sales through live streaming [8][10]. - The overall GMV for Douyin's e-commerce in 2024 is projected to reach approximately 3.43 trillion, a 35% increase from 2023 [10]. Group 2: Strategic Shifts and Trends - Douyin has transitioned from a focus on live streaming to integrating shelf-based e-commerce, with shelf sales accounting for 45% of total purchases during the 618 event, growing over 70% year-on-year [11][13]. - The platform has implemented a 37-day promotional period for the 618 event, allowing for better inventory management and brand communication [7][11]. - Douyin's e-commerce strategy now emphasizes brand partnerships and personalized marketing, moving away from a generalized approach [8][22]. Group 3: Supportive Policies and Market Dynamics - Douyin has introduced various merchant support policies, saving businesses over 11 billion in operational costs by May 2025 [17]. - The platform capitalized on national subsidy policies, with over 30,000 live sessions promoting subsidized products during the 618 event [14][15]. - Douyin's marketing budget for brands has increased, with a significant shift towards the platform for advertising, particularly in the beauty sector [18][35]. Group 4: E-commerce Ecosystem Development - The rise of "red person store broadcasting" has become a new trend, with over 20 red person stores achieving over 100 million in sales during the 618 event [33]. - The integration of live streaming and shelf-based sales is becoming a key feature of Douyin's e-commerce model, with a notable increase in the proportion of store broadcasts [34][36]. - Douyin's e-commerce ecosystem is evolving to provide a more diverse shopping experience, enhancing user engagement and loyalty [37].

Core Insights - The article discusses the evolution of the "酷动城" (Cool City) platform, highlighting its transformation from a niche sneaker marketplace to a comprehensive trend-driven e-commerce platform that caters to a wider audience [2][10][18] - It emphasizes the growing importance of authentication services in the sneaker and streetwear market, as consumer demand for verified products increases [9][10][11] - The article also notes the shift in consumer behavior towards more mainstream e-commerce platforms like Taobao, which offer a broader range of products and better user engagement [22][27] Group 1: Evolution of Cool City - Cool City has undergone a significant rebranding and expansion, now featuring a variety of trendy products beyond just sneakers, including apparel and collectibles [2][10] - The platform has successfully integrated authentication services, enhancing consumer trust and engagement [9][10] - The rise of Cool City reflects a broader trend in the e-commerce landscape, where platforms are evolving to meet changing consumer preferences [18][27] Group 2: Market Dynamics and Consumer Behavior - The sneaker resale market in China reached a valuation of over $1 billion in 2019, indicating a robust demand for collectible footwear [6] - The financial attributes of sneakers have led to increased speculation and a need for reliable authentication services, with platforms like "得物" (Dewu) and Cool City competing in this space [6][10] - Consumer preferences are shifting towards platforms that offer a wider selection and better service, with Taobao's integration of payment systems significantly boosting user engagement [22][27] Group 3: Future Trends in E-commerce - The article predicts that the future of trend-driven consumption will increasingly align with traditional e-commerce models, emphasizing the importance of a stable supply chain and user experience [19][27] - As the market matures, platforms that can effectively balance trendiness with reliable service and product availability will likely dominate [19][27] - The concept of "货架电商" (shelf e-commerce) is highlighted as a key trend, allowing brands to engage directly with consumers and build cultural capital [27][28]

Group 1 - The core viewpoint is that the live e-commerce sector in China is experiencing significant growth, with a GMV of 1.98 trillion yuan in the first nine months of the year, representing a year-on-year increase of 60.6% [1] - The live e-commerce accounted for 18.3% of the total online retail sales of 10.8 trillion yuan and 21.9% of the physical online retail sales of 904.35 billion yuan [1] - The growth rate of live e-commerce GMV is expected to be around 35-40% for the year, driven by emerging channels such as short video feeds, shelves, and search, rather than solely by live streaming [1][5] Group 2 - Kuaishou's GMV for the first half of 2023 was 490.2 billion yuan, with a year-on-year growth rate of 33.8%, and the GMV from live streaming is projected to grow at a rate of 15-20% for the year [3][5] - The growth of live e-commerce is anticipated to normalize, with the live streaming channel's growth rate expected to decline to around 10% as platforms shift focus to brand self-broadcasting [5][6] - The broader live e-commerce market, including shelf models, is expected to increase its market share to 30% over the next 3-5 years, with a potential market size of approximately 7 trillion yuan [5][6] Group 3 - The live e-commerce model is characterized by high operational costs, making it less favorable for small and medium-sized businesses, while the shelf model is seen as more accommodating for these merchants [7] - Instant retail, although not included in physical online retail statistics, is identified as a significant growth market for the next seven years [7]