Core Insights - TikTok has released the "PEAKS Influencer Management Handbook" to assist merchants in understanding influencer collaboration and improving operational efficiency, aiming to boost sales and brand visibility [1] - The overall GMV from influencers in the U.S. has been growing, with POP influencer GMV penetration stabilizing above 50%, and new markets like the UK, Germany, France, and Italy seeing continuous growth [1][3] - Influencers have become a core growth driver for POP categories, with a 45% year-over-year increase in GMV, significantly outpacing the platform's overall growth rate [1][3] Influencer Collaboration Strategies - Merchants can find potential influencers through various channels, including the Alliance backend influencer square, product keyword searches, and TikTok's AutoCreator for precise filtering based on over 30 data dimensions [3] - The recommendation for selecting quality influencers is to first expand the influencer pool and then refine it, focusing on metrics like posting frequency and engagement rather than just follower count [4][5] - Influencers with 5,000 to 100,000 followers are highlighted as valuable, as they can provide stable short video sales [4][5] Influencer Engagement Techniques - A significant portion of mid-tier and top-tier influencers are interested in merchant invitations, with 53% checking offers daily [10] - However, only 36% of influencers frequently respond to invitations, indicating a potential mismatch in outreach strategies [11] - Key engagement strategies include personalized communication, using clear and professional channels, and respecting the creative autonomy of influencers [12][13][15] Performance Tracking and Follow-Up - Merchants should verify sample details before sending and maintain communication regarding logistics and deadlines to ensure timely content creation [17] - Monitoring influencer fulfillment rates is crucial, with 50% completing tasks within a week and 80% within a month [17] - Merchants are encouraged to build a quality influencer asset library to facilitate long-term collaborations and enhance GMV [19] Maximizing GMV through Influencer Content - Utilizing high-quality influencer content and advertising can significantly amplify GMV, with over 50% of top sellers using paid promotions for influencer videos, yielding 2.7 times higher GMV [21] - The conversion rate during the influencer engagement phase is critical, with a response rate of 10%-15% considered good [22] AutoCreator's Role - AutoCreator provides a comprehensive solution for managing influencer marketing processes, enhancing efficiency by at least 90% [23] - OQQ has successfully managed over 400,000 influencer data points through AutoCreator, achieving over $100 million in GMV by July 2025, becoming the top seller in the TikTok U.S. women's apparel category [23]

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]