为了帮助商家进一步了解达人合作全链路并掌握达人运营方法论，TikTok官方输出了《PEAKS达人经营应用宝典》，希望为商家提供简洁清 晰，有效可用的达人合作方法，提升商达合作效率，促进商家销量、声量双升。 过去半年，美国整体达人GMV保持增长，POP达人GMV渗透率稳定在50%+，新开国(英国、德法意西等)达人 GMV 不断攀升，POP 达人 GMV 占比稳步 接近 60%。同期，POP 类目达人GMV 同比增长45%，显著高于平台大盘增速，达人已成为POP核心增长驱动力。 从这篇文档中我们可以看到，不管是过去、现在还是将来，达人都将是平台排名第一位的流量和GMV来源，短期趋势不会改变。 那么商家如何与达人进行合作呢？TikTok官方从不同的维度给出了建议： 01 如何精准寻找达人 — 商家可通过不同渠道发掘潜在合作达人： 联盟后台达人广场提供官方筛选工具 平台站内搜索商品关键词寻找已发布相关内容的达人 通过推荐页手刷训练算法推荐同类达人 利用达人选品广场中的带货案例追踪优质达人 通过TikTok官方ISV（AutoCreator）精准筛选达人，拥有全量带货达人数据以及30+的数据筛选维度，除了基础账号数据维 ...

Core Insights - The live e-commerce industry is shifting from influencer-driven sales to brand self-broadcasting, with brand self-broadcasting and shelf scenarios expected to account for 70% of Douyin's e-commerce GMV by mid-2025, while influencer sales will drop to about 30% [1] - The total sales of live e-commerce in China is projected to reach 4.3 trillion yuan in 2024, with store broadcasting contributing 52% of this figure, indicating a significant trend towards self-broadcasting by merchants [1][2] - The growth of live e-commerce users remains strong, with over 80% of the e-commerce growth in 2024 expected to come from live e-commerce, although the average spending per user in live e-commerce is lower than the overall e-commerce average [2] Industry Trends - Factors driving brands to adopt self-broadcasting include the large market potential of live e-commerce, a mature ecosystem that lowers entry barriers, platform support for brand live streaming, and the ability for brands to control pricing and content [2] - The complaint rate in live e-commerce has decreased significantly, indicating a trend towards greater regulation and professionalism in the industry, with complaints dropping from a growth rate of 52.49% in 2023 to 19.29% in 2024 [2] - The industry is transitioning from a focus on price and traffic to a focus on professionalism, quality, and service, leading to more refined operations and better sourcing [2] Technological Integration - Data and AI technologies are becoming increasingly valuable in the live e-commerce sector, with platforms focusing on improving matching efficiency between consumers and products through data collection and algorithm optimization [3] - Some e-commerce businesses are utilizing AI digital avatars to maintain operational efficiency in live broadcasts, filling gaps left by human hosts [3] - A collaborative approach involving all stakeholders in the industry chain, including platforms, merchants, hosts, consumers, and government, is essential for creating a healthy ecosystem and enhancing consumer experience [3]