立足全域经营目标，越来越多商家正通过快手电商"商品卡川流计划"，在快手内容场与货架场协同发力拓宽流量入口，探索生意增量。2025快手年终购物狂 欢节期间，国民短保面包品牌桃李依托"日不落"品牌自播间，以"年货礼盒+新品上市+店铺满减"激活用户需求，持续撬动"商品卡川流计划"扶持效能，实现 货架场生意新突破。 深耕内容场域经营，夯实生意基本盘 作为烘焙行业知名品牌，桃李坚持以"经典工艺+风味创新"的产品策略，不断拓展消费场景与市场覆盖。2023年，为加速线上化转型，桃李正式入驻快手电 商，先利用平台成熟的达人分销生态，快速测试产品销售效果蓄水品牌人群，后又加码布局自播，力求以多场域经营实现生意新突破。 为更好打动以30-50岁家庭人群为主的核心品牌用户圈层，桃李通过"达播+短视频+自播"多轮驱动不断将公域流量转化为品牌私域资产。 在达人合作方面，桃李结合人群圈层，采取"头部冲爆发、中腰部稳销量"的分层运营策略：为头部达人定制高客单、高性价比货品组合，借助其庞大粉丝基 数快速提升品牌声量与销量；对于中腰部达人，则匹配与品牌自播间高度协同的货盘，并采用"人海战术"，月均合作50位达人实现品牌产品高频露出，持续 触达 ...

什么是"商品卡川流计划" 根据官方资料，商品卡川流计划是快手电商面向同时具备内容场销售能力与商城运营能力的品牌商家推 出的流量激励专项。商家通过直播、短视频或者达人分销等内容场销售并保持商品链接活跃，平台将智 能识别内容场产生的兴趣用户及其相似用户。当消费者在商城浏览时平台会主动推荐同店的优质商品， 帮助商家获得免费精准流量，提升店铺复访率和复购率。 简单来说，就是平台会针对既会做直播、短视频（内容场），又能把商城页面打理得专业、价格有竞争 力、链接常挂（货架场）的品牌提供专项流量机制：当用户因观看某品牌的直播或短视频而产生兴趣， 哪怕当时没下单，后续当他浏览快手商城时，平台会主动在其信息流中推荐该品牌同店优质商品。这相 当于为品牌建立了一个专属的可反复触达的兴趣人群池。 快手电商会给哪些商家发"流量"，商家又能怎样获得这些流量呢？ 根据快手2025年Q3财报，商城泛货架GMV在电商业务占比超过32%，成为快手电商生态的重要组成。 与此同时，商城高增速优势及专项政策也正为品牌带来更多增量生意。 你有没有这样的经历？在快手看完一个蓝月亮洗衣液的视频，几天后逛快手商城时，更多蓝月亮品牌爆 款产品出现在推荐页，点进 ...

Core Insights - Kuaishou Mall held a merchant conference in Hangzhou, focusing on new growth strategies and opportunities for merchants in the second half of the year [1] - The platform aims to lower operational barriers for merchants and enhance support mechanisms to foster valuable collaborations [1][5] Group 1: Growth Metrics - During the 2025 618 shopping festival, Kuaishou's e-commerce platform saw a 44% increase in exposure for general merchandise card searches and a 53% increase in sales transaction value [1] - The transaction value generated per thousand exposures for merchandise cards increased by 32% [1] - The "川流计划" (Chuanliu Plan) contributed to a 22% share of GMV for merchants' general merchandise cards [7] Group 2: Merchant Support and Tools - Kuaishou Mall has implemented a "marketing management" capability to automate traffic and product operations, reducing the need for extensive manpower from merchants [3] - The platform has upgraded the "super link" feature to provide higher visibility and weight to quality products, facilitating their rapid market penetration [3][5] - Various tools such as the merchandise card Chuanliu Plan, super links, and AIGC tools are designed to help merchants optimize their operations and capitalize on market opportunities [5][7] Group 3: Case Studies - The brand "大嘴鳄" (Big Mouth Crocodile) utilized the super link for full-domain distribution, resulting in increased store distribution scale and sales [7] - "舞澜服饰旗舰店" (Wulan Clothing Flagship Store) achieved significant sales growth by leveraging a combination of product growth support and full-domain distribution strategies, reaching monthly sales of 27 million [7] - Both brands demonstrated metrics exceeding industry averages, indicating the effectiveness of Kuaishou Mall's support mechanisms [3][7]