文 ｜ 阑夕 前几天看了一篇报道，说中国云厂商打价格战，最后直接打出了1-2折的慈善价，导致连云计算这么一个印钞机产业都变成了利润黑洞，大家都盈利困 难。 如果我们做什么生意，最后都是以打掉赚钱的空间为代价，来占据绝对的市场份额，这一定是不健康且不可持续的。 尤其是「反内卷」三番五次的登上政策公文，说明自上而下都意识到了「留得青山在」的长期价值，榨干最后一块铜板从来不是正确的商道。 只是，在预期和结果之间，最深的一条鸿沟，永远是怎么做。 这也不是简单的平台让利，如果只是「阳光普照」，那就意味着无论商家质量好坏都能享有同样的福利，这未尝不是另一种不公平。 真正促使整个电商行业都在跟进这场全局扶助政策的原因，还是在于抖音电商找到了从治标到治本的最优路径： 内卷的本质，是没有退出的有效机制，上游拥挤导致供给过剩，最后就只剩下定价的残酷厮杀，而让扶持政策的受益方尽可能的和优质商家重叠，才是 「把好钢用在刀刃上」的理想结果。 于是，在2026年的第一个月，抖音电商选择加码「九大商家扶持政策」，做了外科手术式的精细化升级。 所以在看到今年初抖音电商的扶商政策不但有了合订本，还启动了第二季，这个由平台出手兜底的系统化解法， ...

Core Viewpoint - Douyin E-commerce has announced an upgraded plan for its "Nine Merchant Support Policies" for 2026, focusing on optimizing the e-commerce ecosystem and addressing the needs of merchants while balancing the interests of both buyers and sellers [2][3]. Group 1: Policy Upgrades - The new policies will increase investment and systematically upgrade aspects such as cost, traffic, conversion, fulfillment, technology, and governance to enhance long-term certainty for merchants [3]. - A significant change includes the reduction of technical service fees to 0.6% for merchants using the "Qianchuan·Chengfang" product, effectively lowering operational costs [3][4]. - The scope of commission exemptions has been expanded to cover all categories, allowing various business models to benefit from the policies [3]. Group 2: Marketing and Promotion - Douyin has optimized its promotion fee refund policy, reducing promotional costs for eligible orders and minimizing losses from ineffective advertising [4]. - The "Grass Planting Incentive Program" has been upgraded to encourage high-value content production through cash incentives, attracting 3.67 million creators and generating over 1 billion in GMV daily by the end of 2025 [7]. Group 3: Technology Empowerment - Douyin will continue to provide AI technology capabilities to merchants, including free AI customer service to reduce labor costs and improve efficiency in addressing customer inquiries [5][6]. - The dynamic AIGC creative capabilities will assist merchants in generating marketing content while optimizing it based on user feedback [6]. Group 4: Cash Flow and Operational Support - The platform has optimized its payment terms, allowing the shortest payment period to be reduced to 3 days after order confirmation, enhancing merchants' operational confidence [8]. - Douyin's initiatives align with national policies aimed at promoting sustainable e-commerce development and improving the online business environment [8].

Core Insights - The article highlights the intensified focus on merchant ecosystem development by leading e-commerce platforms, particularly Douyin E-commerce, in response to increasing competition in the e-commerce industry [1] Group 1: Merchant Support Policies - Douyin E-commerce has launched an upgraded plan for its "Nine Merchant Support Policies" aimed at enhancing long-term certainty for merchants by addressing cost, traffic, conversion, fulfillment, technology, and governance [1][2] - The policies have successfully reduced costs for merchants by over 32 billion yuan in the past year, with significant contributions from commission exemptions and reduced logistics costs [2] - The platform has expanded its commission exemption policy to cover all categories and reduced technical service fees for merchants using its "Qianchuan Chengfang" product to 0.6% [2] Group 2: AI Empowerment - Douyin E-commerce is leveraging AI technology to enhance operational efficiency for merchants, including free AI customer service and dynamic AIGC creative capabilities that can generate 1 to 2 million marketing materials daily [3] - The platform's AI capabilities also include preemptive identification of malicious refunds and complaints, optimizing the appeal process for merchants [3] Group 3: Business Environment and Differentiated Support - The platform is committed to improving the business environment by strengthening intellectual property protection and market order governance, including stricter measures against false advertising and counterfeit products [4] - Douyin E-commerce is implementing differentiated strategies to support quality merchants and reduce entry costs for new merchants, while also enhancing support for local industries [4] - The platform has optimized payment terms, allowing for a minimum payment period of three days post-order confirmation to alleviate cash flow pressures for merchants [4]

Group 1 - The core viewpoint of the article is that Douyin E-commerce has launched an upgraded plan for its "Nine Merchant Support Policies" aimed at reducing operational costs and enhancing efficiency for merchants, thereby supporting their long-term development [1][2] - The new policies address key concerns of merchants, including comprehensive cost pressure, traffic acquisition and conversion efficiency, transaction uncertainty, and operational efficiency [1][2] - Over the past year, Douyin E-commerce has saved merchants over 32 billion yuan through various initiatives such as commission waivers and support funds for small businesses [1] Group 2 - The platform will expand its commission-free policy to all categories, reducing technical service fees for orders generated by the "Qianchuan·Chengfang" product to 0.6% [1] - Douyin E-commerce will enhance its AI capabilities to help merchants reduce labor costs and improve response efficiency, including free AI customer service and dynamic AIGC creative capabilities [1][2] - A cash incentive program will be launched to promote high-value content production, with 3.67 million creators participating by the end of 2025 [2] Group 3 - The platform will implement a 10 billion yuan coupon subsidy plan and introduce a "dual commission" feature to lower overall costs for merchants [2] - Douyin E-commerce will prioritize support for merchants with high settlement rates, fast shipping, and good service experiences, while also optimizing advertising and recommendation logic [2] - The platform will provide differentiated support for various merchants, including financial and service support for small and medium-sized businesses and optimizing payment terms [2][3]

Core Insights - Douyin E-commerce announced an upgrade to its "Nine Merchant Support Policies" for 2026, focusing on enhancing long-term certainty for merchants by increasing investment across various operational aspects [1] - The platform aims to address common merchant concerns such as cost pressure, traffic acquisition, conversion efficiency, and operational efficiency through systematic upgrades [1] Group 1: Cost Reduction and Efficiency Improvement - The upgraded support plan emphasizes reducing merchant operating costs, with a new commission exemption policy that lowers technical service fees to 0.6% for orders generated using the "Qianchuan·Chengfang" product [2] - The exemption range has been expanded to cover all categories, and promotional fee refund policies have been optimized to enhance return on investment [2] - The platform will also provide a large number of materials to help merchants save on production costs [5] Group 2: Traffic Distribution and Transaction Mechanism - The platform will optimize algorithms and distribution mechanisms to direct traffic towards high-quality content and efficient supply [6] - A cash incentive and growth support program will be upgraded to encourage the continuous production of high-value content, with 3.67 million creators participating in the "Grass Planting Incentive Program" by the end of 2025 [6] - A 10 billion yuan coupon subsidy plan will be launched to lower overall operating costs for merchants and stabilize revenue expectations [6] Group 3: Transaction Certainty and Risk Management - The platform will enhance transaction certainty by supporting merchants with high settlement rates and fast shipping, while also improving the identification and removal of abnormal and high-risk orders [8] - Advertising and recommendation logic will be optimized to improve product and user demand matching, and a return diagnosis tool will be developed to help merchants analyze return reasons [8] Group 4: Fair Business Environment and Support for Different Merchant Stages - Douyin E-commerce will strengthen intellectual property protection and market order governance, including measures to combat false advertising and counterfeit goods [10] - Differentiated support arrangements will be provided for merchants at various development stages, including financial, traffic, and service support for small and medium-sized merchants [10] - The platform will also reduce the minimum payment period to three days after order confirmation to alleviate cash flow pressure for merchants [10] Group 5: Industry Context and Future Outlook - The platform will continue to listen to merchant feedback to improve communication and service mechanisms, promoting stable growth for good products, content, and services [12] - The integration of live-streaming e-commerce is highlighted as a significant growth area, with the potential to improve merchant operations and lower transaction costs [12]

Core Viewpoint - Douyin E-commerce has announced an upgraded plan for its "Nine Merchant Support Policies" for 2026, focusing on enhancing long-term certainty for merchants by systematically upgrading various aspects of their operations, including costs, traffic, conversion, fulfillment, technology, and governance [1] Group 1: Cost Reduction and Efficiency Improvement - The platform aims to lower merchant operating costs by upgrading its commission-free policies, reducing technical service fees to 0.6% for orders generated using the "Qianchuan·Chengfang" product [1] - The commission-free scope has been expanded to all categories, and promotional fee refund policies have been optimized to directly reduce promotional fees for eligible orders [1] - The platform will also implement measures to lower costs associated with ineffective advertising, enhancing the return on investment for merchants [1] Group 2: AI Technology Integration - Douyin E-commerce will continue to provide merchants with AI capabilities to enhance customer service, content production, and business decision-making [3] - Free AI smart customer service will help reduce labor costs and improve response efficiency, while dynamic AIGC creative capabilities can generate 1 to 2 million pieces of content daily, significantly saving production costs for merchants [3] Group 3: Traffic Acquisition and Conversion Efficiency - The platform will optimize algorithms and distribution mechanisms to direct traffic towards high-quality content and efficient supply [5] - The "Grass Planting Incentive Program" will be upgraded to encourage the production of high-value content, with cash incentives and support for creators [5] - A 10 billion yuan coupon subsidy plan will be launched to further enhance conversion rates and stabilize merchant revenue expectations [5] Group 4: Transaction Certainty Enhancement - The platform will focus on improving transaction certainty by supporting merchants with high settlement rates and fast shipping, while identifying and eliminating high-risk orders [7] - Advertising and recommendation logic will be optimized to better match products with user needs, and a return diagnosis tool will be developed to help merchants analyze return reasons [7] Group 5: Fair Business Environment and Differentiated Support - Douyin E-commerce will strengthen intellectual property protection and market order governance, implementing measures to combat false advertising and counterfeit goods [9] - The platform will provide differentiated support for merchants at various development stages, including financial, traffic, and service support for small and medium-sized businesses [9] - The platform will also reduce the minimum payment period to three days post-order confirmation to alleviate cash flow pressures for merchants [9] Group 6: Industry Insights - Industry experts note that the measures introduced by Douyin E-commerce, if effectively implemented, could improve merchant operating conditions and lower transaction costs, allowing more small and medium-sized businesses to benefit from the growth of live commerce [11]