Group 1: Core Insights - AI is reshaping the advertising industry at an unprecedented pace, acting as an engine for a new revolution in the field [1] - Goldman Sachs predicts that AI will disrupt a global advertising profit pool of approximately $470 billion in the coming years [1][2] - The transformation encompasses various aspects including ad placement, content creation, audience targeting, and creative production [1] Group 2: AI's Impact on Advertising Profit Pool - AI is expected to accelerate the shift of traditional advertising budgets towards more efficient and measurable digital channels, representing a $170 billion opportunity [2][3] - The penetration rate of digital advertising has increased from 40.8% in 2017 to an estimated 69% by 2024, with an annual increase of about 4 percentage points [2] - Generative AI is projected to save $114 billion in creative production costs by replacing expensive and time-consuming creative development processes [3] - Automation platforms are challenging the core value of traditional advertising agencies, with a potential impact of $161 billion on their annual revenue [3] - AI-driven platforms are reducing the need for third-party advertising technology intermediaries, potentially squeezing about $25 billion from their profit margins [3] Group 3: Leading AI Advertising Products - Google's Performance Max and Meta's Advantage+ are recognized as the most successful integrated AI advertising products, allowing advertisers to automate cross-channel ad decisions and optimizations [4][5] - The adoption rate of Performance Max among advertisers in the U.S. surged from 2% in Q4 2021 to 59% by Q4 2024, accounting for 46% of Google's total ad spending [5] - Meta's Advantage+ saw a similar growth, with adoption rising from 2% in Q1 2023 to 36% by Q4 2024 [5] Group 4: Chinese Players in AI Advertising - Chinese tech giants like ByteDance, Tencent, and Alibaba are heavily investing in AI to lead the next generation of advertising paradigms [6] - ByteDance is enhancing its advertising creative production process with its "Instant Creation AI" platform, significantly reducing the time required to generate video and graphic materials [7][8] - Tencent's "Miao Si" platform leverages its self-developed AI model to provide various creative generation tools, improving efficiency by hundreds of times compared to traditional methods [11][12] - Alibaba's "Wanshang Laboratory" offers generative AI products that allow merchants to create high-quality advertising materials quickly, improving production efficiency by five times [16][17] Group 5: Overall Industry Transformation - The integration of AI in advertising is leading to more efficient and precise ad placements, while also enhancing the creativity and reducing costs of ad content production [18] - The value distribution in the advertising industry is being reshaped, with platform-based companies that possess data and technological advantages capturing more profits [18] - Advertisers and consumers are expected to benefit from higher ROI and more personalized ad experiences, respectively [18]

Core Insights - The evolving consumer trend indicates that shoppers are seeking emotional resonance, upgraded experiences, and value recognition rather than just price discounts [1][4] - Brands must leverage content effectively to engage consumers and build emotional connections, especially during significant shopping events like the 618 sales [3][11] Group 1: Content as a Growth Driver - High-quality content is essential for business growth during the 618 sales, as consumers are increasingly willing to pay for content that resonates with them [4][12] - The shift from "impulse buying" to "emotionally fulfilling purchases" highlights the need for brands to connect deeply with consumers through content [11][19] - The platform emphasizes the importance of creating engaging content that aligns with consumer emotions and lifestyle, as seen in trending categories like sportswear and beauty products [7][8] Group 2: Product Capability Enhancements - The platform has upgraded its product capabilities through "Pinxing Yuncuan," which supports brands in the entire conversion process from awareness to sales [12][14] - New promotional strategies, such as the integration of live streaming and targeted advertising, have shown significant improvements in sales metrics, including a 125% increase in new product success rates [14][16] - The platform's tools provide brands with comprehensive marketing solutions, including influencer marketing and data-driven insights to optimize performance [16][20] Group 3: Integrated Marketing Solutions - The "Xing Tui Sou Zhi" tool offers a complete marketing loop, enhancing the efficiency of converting content engagement into sales [20][22] - Recent upgrades to this tool have improved content tagging and search functionalities, resulting in a 70% increase in conversion rates [22][23] - The platform's approach focuses on integrating content production, scene penetration, and product exposure to streamline the consumer decision-making process [23][24] Group 4: Long-term Brand Growth Strategies - The platform's data insights and strategy optimization tools are designed to support brands in achieving sustainable growth beyond the immediate sales events [17][28] - By analyzing consumer behavior and preferences, brands can refine their marketing strategies to enhance the success of new product launches [17][19] - The emphasis on understanding consumer needs and emotional triggers is crucial for brands to effectively leverage their marketing capabilities during major sales events [19][28]

降低免佣降费门槛 惠及更多商家 （北京时间记者熊维熙报道）2025年618大促已经拉开序幕，今年618期间，抖音电商将投入亿级现金补 贴和千亿级流量资源，持续推进商品卡免佣、降运费险、加码千川激励等商家扶持政策，帮助商家提高 经营效率、收获生意增长。 5月15日，抖音电商公布九大扶持政策的阶段性进展：4月单月为商家节省成本超过25亿元。此外，4月 份还通过"抖音电商好看计划"、"宝藏小店"等系列活动，加大对于优质内容和创作者的流量扶持。 今年年初，抖音电商推出九大扶持政策来帮助商家降低经营成本，提升经营体验。涉及免佣、降运费 险、返还推广费、设立小商家帮扶基金等多项举措。截至今年前4个月，已经累计补贴商家超过80亿 元。 加大优质内容及商品的流量扶持 作为九大扶持政策之一，抖音电商持续加大技术研发投入，升级流量机制，让更多优质内容和商品获得 曝光机会。4月份，平台推出"抖音电商好看计划"，旨在鼓励电商创作者真诚分享，创作更多好看的作 品，从而帮助用户发现新潮有趣的商品、探索多元美好的生活方式。被标记为"电商好内容"的作品，可 获得额外的流量激励。 该计划4月29日起已对服饰鞋包、家居家电、亲子生活等类目下满足 ...

随着电商行业的持续发展和市场趋于成熟，电商品牌面临的新的痛点和挑战也日益浮现：商家经营成 本持续攀升、流量竞争趋于白热化、众多商家在激烈的市场环境中面临突围难题…… 在这样的背景 下，行业期待一种更公平、更可持续的发展模式，渴望获得能穿越周期、稳健增长的确定性，寻找能 够平衡各方利益的新路径。 当前，电商行业蓬勃发展的同时，也步入了精耕细作与结构优化的新阶段。流量红利渐趋平稳，获客 成本水涨船高，市场竞争日益激烈，广大商家普遍感受到了经营压力。在这一背景下，各大电商平台 纷纷面向商家侧推出扶持政策，力图通过降低经营门槛为平台内的商家提供支持。这已然成为行业寻 求可持续增长、构建健康生态的共识性动作。 在这股利商、惠商的浪潮中，长期关注商家的经营体验的抖音电商及其营销平台巨量千川也推出了丰 富的惠商政策。2025年初，巨量千川推出系列惠商政策，聚焦「降低经营成本」、「优化经营体 验」、「提效资金周转」、「大力扶持新商」四大核心动作，包含类目返佣、退款退费补贴、货款& 佣金转巨量千川、新商推广激励扶持等举措，本月，巨量千川更进行了政策升级，升级后的「类目返 佣」活动时间更长、商家覆盖范围更广，让更多商家享受经营红 ...

达人营销不再局限于单纯的曝光，转变为种草模式，更注重流量转化。从行业实践来看，达人营销一方面可用于品牌打造，另一方面能实现 "种收一 体"，能够全面获取渠道投资回报率（ROI），将整个品牌营销流程串联起来。 2025年巨量星图达人节上周在云南举办，会上巨量引擎巨量星图与达人营销业务负责人卢旺达指出了做好达人营销的两个关键：好的商单内容、好的 商业达人。与此同时，巨量星图还公布了一系列关于好内容和好达人的重要标准。 社交媒体内容营销的萌芽应该追溯到2010年之后，微博与微信公众号时代开启的自媒体软文植入这个商业模式，但却受限于图文媒介的表现形式—— 创作者隐身于文字背后，缺乏具象化人设与真实影响力构建。 这种"藏信息于文字"的营销方式，在2019年前仅占整体营销预算的微小份额。 直到抖音横空出世，短视频风靡，一种全新的、真正意义上的营销路径逐渐成型，这便是继品牌广告、效果广告之后的第三种营销模式 —— 达人营 销。 如今谈及达人营销，我们也会将软文部分纳入考量范围，但整体审视后不难发现，软文在其中的占比已大幅缩水。客户们用实际行动做出选择，更多 地倾向于短视频直播这类场景式内容题材。依托短视频这一表现力极为丰富 ...

以下文章来源于36氪未来消费 ，作者李小霞 36氪未来消费 . 在这里看到消费的未来。36氪旗下官方账号。 抖音电商与商业化部门长达数年的 "双轨并行"模式被打破。 文 ｜ 李小霞 编辑 ｜ 乔芊 杨轩 来源｜ 36氪未来消费（ID：lslb168） 封面来源 ｜ IC photo 36氪独家获悉，巨量千川将被整体并入抖音电商，成为其二级部门，不再隶属于商业化部门巨量引擎。巨量千川负责人卢忠浩转 为向抖音电商负责人魏雯雯汇报，此前其汇报对象为商业产品与技术负责人赵修影。 与此同时，此前分别服务于巨量千川和抖音电商的两个算法团队，也将整合到一起。36氪向抖音电商相关负责人求证，截至发稿 未获回应。 公开资料显示，巨量千川是巨量引擎旗下的电商广告平台，为商家和达人们提供一体化营销解决方案。此次调整之前，巨量千川 与抖音电商是协同关系。 巨量千川被并入抖音电商，意味着它今后不仅仅只对电商业务的广告收入负责，而是要与电商产品、运营等部门共同对GMV、商 家和用户体验，尤其是要对商家投流ROI等整体目标负责。 这一调整还意味着，抖音电商与商业化部门长达数年的"双轨并行"模式被打破。此前，巨量千川作为电商广告平台，主要承 ...

价格力成为第一优先级。 文丨 高洪浩 孙海宁 编辑丨宋玮 经过多年超高速扩张后，抖音电商也归于平稳增长。 据了解，抖音电商在 2024 年一季度的销售额超过了 7000 亿元，同比增长超 50%。其中，一、二月 累计同比增速超 60%（考虑到有春节假期，一般合并统计），三月同比增速则下滑到 40% 以下。 三月增速下降主要原因是消费大环境，以及今年开春时间比较晚，许多主播还在放假未开播。延续 到四月，同比增速与三月区别不大。2023 年，抖音电商的销售额单月增速基本维持在 50%-70% 之 间。 抖音电商还在今年调整了目标优先级，价格力成为第一，之后是完美订单率、月支付用户数量。完 美订单率用于衡量用户体验；而月支付用户数量体现消费者将抖音当作电商平台使用的心智，销售 额则排在末位。 理论上，低价策略能带来更多订单，以价换量，但如果价格先压下去，而消费者还没被吸引来，那么 一段时间内平台销售额增速将受到影响。 抖音电商销售额已达 2.6 万亿元，维持上述增速已经不易。去年刚突破万亿关口的快手电商，2024 年 一季度的销售额增速为 28%。据我们了解，淘宝在今年一季的交易总额增长率在 10% 左右。拼多多的 ...