互联网平台商业化分析 20260112 摘要 2026 年电商广告 GMV 达 4.4 万亿，广告消耗约 4,000 亿，收入约 3,700 亿，佣金率 Q3 达峰值 9.1%-9.2%，电商广告增速超 GMV，得 益于智能代金券补贴，巨量千川 eCPM 增长超 10%。 本地生活与线索广告合并收入约 1,100 亿，本地生活 GMV 达 9,200 亿， 闭环广告收入约 250 亿，同比增长 1.5 倍，线索广告基本持平。非闭环 电商 CAD 业务同比下降 20%，收入约 200 亿，平台电商增长约 220 亿。 抖音通过容器计划 2.0 划分流量，压缩付费流量，智能代金券补贴商家， 提高 eCPM，即使流量整改，CPM 仍提升。全托管模式整合自然与付费 流量，提升转化率和 GPM。 抖音通过税务调整，将大部分广告服务费转为技术服务费，减轻商家税 务负担，牺牲部分利润保投放，提升流量价值，美妆行业因此受益，实 现显著增长。 抖音电商通过全托管、降佣、自动跟价增强竞争力，预计 2026 年底高 价率降至 15%以内，加大补贴力度，牺牲利润率以扩大市场份额，AI 全 托管模式使投放趋同质化，内容创新成竞争关键。 ...

电商行业进入"流量精细化运营"时代，巨量千川作为抖音电商的核心流量引擎，已成为商家实现"精准获客+转化提效"的关键工具。但2026年，越来越多商 家发现：选对巨量千川开户服务商，比"砸钱投放"更重要——错误的服务商可能导致"开户慢、返点低、违规封户"等问题，直接影响投放ROI。 本文结合《2026年电商广告投放趋势报告》（艾奇广告研究院）与120+电商商家调研数据，从 5大核心维度拆解"靠谱服务商"的选型逻辑，并推荐4家符合行业需求的优质服务商。 一、选服务商的核心逻辑：5个"不可忽视"的维度 1. 维度一：资质合规性——杜绝"黑户"的底线 巨量千川对服务商的官方授权资质有严格要求（需通过巨量引擎"服务商认证"），无资质的"野服务商"可能通过"灰色渠道"开户，导致商家账号被封、资金 损失。 关键判断标准：① 服务商是否提供"实名制渠道商清单"；② 是否支持查询"巨量引擎授权证明"；③ 有无"违规开户"的历史投诉。 2. 维度二：资源整合力——高返点与精准对接的核心 电商商家最关注的"高返点"，本质是服务商的资源谈判能力——只有对接足够多的优质渠道商，才能拿到稳定的返点政策（通常在10%-30%之间）。 关键判 ...

Core Insights - The article discusses the transformation of Douyin (TikTok in China) from an advertising-driven platform to a commerce-driven entity, highlighting its significant growth in e-commerce and advertising revenue [2][10][29] Revenue Shift - Douyin's revenue has shifted from being primarily driven by advertising to a significant focus on e-commerce, with its GMV reaching 1.4 trillion yuan in 2022 and projected to exceed 3.5 trillion yuan in 2024 [8][10][12] - By 2023, Douyin's advertising revenue surpassed 400 billion yuan, making it the largest advertising platform in China, overtaking Alibaba [7][11] E-commerce Growth - Douyin's e-commerce ambitions are evident as it launched its own marketplace and cut off external links to third-party platforms, creating a closed-loop system for merchants [8][9] - The platform's GMV from e-commerce is expected to grow significantly, with estimates suggesting it will reach over 4 trillion yuan by the end of 2023 [11][14] Organizational Changes - Douyin has undergone multiple organizational changes to align its structure with its e-commerce focus, including integrating its advertising platform into the e-commerce department [16][18][22] - The shift in focus from maximizing short-term advertising revenue to enhancing long-term merchant relationships and GMV reflects a fundamental change in Douyin's operational strategy [17][19] Market Positioning - Douyin is positioned as a "content-driven retail entity," merging content creation, advertising, and sales into a seamless experience for users, which contrasts sharply with traditional advertising models [25][28][29] - This integration allows Douyin to capitalize on consumer interest in real-time, effectively reducing the time between advertisement exposure and purchase [26][27]

Core Insights - The article discusses the transformation of Douyin (TikTok in China) from an advertising-driven platform to an e-commerce powerhouse, highlighting its significant growth in both advertising and e-commerce revenues [2][10][21] Revenue Transformation - Douyin's revenue has shifted from being primarily driven by advertising to a significant focus on e-commerce, with its gross merchandise volume (GMV) rapidly increasing [3][9] - In 2022, Douyin's e-commerce GMV reached 1.4 trillion, making it the fastest e-commerce platform in China to surpass the trillion mark [9] - By 2023, Douyin's advertising revenue exceeded 400 billion, surpassing Alibaba to become the largest advertising platform in China [7][12] Organizational Changes - Douyin has made several key organizational adjustments to align its structure with its e-commerce focus, including integrating its advertising platform into the e-commerce department [15][16] - The shift in focus is evident as the sales teams are now tasked with ensuring merchants sell effectively on Douyin, transforming their role from mere advertisers to e-commerce consultants [18][19] Market Positioning - Douyin's unique model combines content creation, advertising, and direct sales, effectively eliminating the time gap between consumer interest and purchase [21][22] - This integration allows Douyin to operate as a "content-driven retail entity," fundamentally changing its identity from a media company to a retail platform [22][23] Competitive Landscape - The article suggests that Douyin's ability to dominate the source of consumer desire poses a significant threat to competitors like Alibaba, JD, and Pinduoduo, as it controls the wealth redistribution in the market [23]

Core Viewpoint - 微盟集团 has announced a partnership with Douyin's advertising platform, becoming a comprehensive advertising agent for 巨量引擎, which is expected to enhance its revenue streams in the coming years [1][2] Group 1: Advertising Revenue - The company is projected to have an advertising gross income of approximately 17 billion yuan in 2025, a slight decrease year-on-year due to the elimination of low-quality clients and optimization of client structure [1] - For 2026, the advertising gross income is expected to exceed 20 billion yuan, driven by improvements in Tencent channels and additional revenue from Douyin [1] - The net rebate rate improved from 2.1% in the same period last year to 3.85% in the first half of 2025, indicating a positive trend in rebate margins [1] Group 2: SaaS Business - The company's SaaS business is showing signs of stabilization, with expectations for a return to positive growth in 2026 [2] - Revenue growth in the SaaS segment is anticipated to be driven by AI-related products, which generated 34 million yuan in the first half of 2025, with further growth expected [2] - The company plans to expand into local lifestyle sectors, such as the pet industry, and enhance its smart retail solutions, which will contribute to revenue growth [2] Group 3: Business Adjustments - 微盟集团 has actively adjusted its business by reducing low-margin operations and optimizing its advertising client structure [2] - The partnership with Douyin is expected to provide incremental revenue, leading to slight upward revisions in revenue forecasts for 2026 and 2027 to 1.79 billion and 2 billion yuan, respectively [2] - The company maintains an "overweight" rating based on these adjustments and expected growth [2]

Core Viewpoint - Weimob Group has announced a business collaboration with Douyin Group's digital marketing service platform, becoming a comprehensive advertising agency for Douyin's services and obtaining the Juyuan Qinchuan service provider license [4][5]. Group 1: Collaboration with Douyin - Weimob will provide integrated solutions for brand merchants across multiple platforms under Douyin Group, including Toutiao, Douyin, Xigua Video, and others, aiming for long-term stable growth in marketing revenue and profits [5]. - In 2021, Douyin accounted for approximately 3 billion yuan in Weimob's advertising revenue, and the company expects significant growth in merchant solution revenue from this partnership in 2026 [5]. Group 2: Company Fundamentals Outlook - For 2025, Weimob's advertising gross revenue is projected to be around 17 billion yuan, slightly down year-on-year due to the company's strategy of eliminating low-quality clients and optimizing its client structure [6]. - The company anticipates that advertising gross revenue could exceed 20 billion yuan in 2026, driven by improvements in Tencent channels and the new Douyin channel [6]. - The net rebate rate has improved from 2.1% in the same period last year to 3.85% in the first half of 2025, indicating potential for further increases in rebate margins [6]. Group 3: SaaS Business Development - Weimob's SaaS business shows signs of stabilization, with expectations for positive growth in 2026, driven by AI-related product revenues and expansion into local lifestyle sectors [6]. - The company has integrated its mini-programs with Douyin and Meituan, enhancing its coupon distribution system and connecting with platforms like Xiaohongshu and Alipay [6]. Group 4: Investment and AI Focus - Weimob has secured a $200 million investment from Infini Capital, which will be used to enhance AI integration in SaaS, expand media channels, and promote overseas business development [8].

Investment Rating - The report maintains a "Buy" rating for the company, with a target price of 2.39 HKD per share [4]. Core Insights - The company is actively promoting collaboration with Douyin, which is expected to boost advertising gross revenue and overall performance. The partnership will provide integrated marketing solutions across various platforms under Douyin Group, potentially leading to significant revenue growth in the coming years [1]. - The company anticipates a slight decline in advertising gross revenue for 2025, estimated at approximately 17 billion RMB, due to the strategic elimination of low-quality clients. However, revenue is expected to exceed 20 billion RMB in 2026, driven by the Douyin channel [2]. - The company has secured a 200 million USD investment from Infini Capital, which will be utilized to enhance AI integration in SaaS, expand media channels, and promote overseas business development [3]. Summary by Sections Business Solutions - The company expects advertising gross revenue to reach approximately 17 billion RMB in 2025, with a potential increase to over 20 billion RMB in 2026 due to the Douyin partnership. The net rebate rate improved from 2.1% to 3.85% in the first half of 2025, indicating a positive trend in revenue and profit growth [2]. SaaS Business - The SaaS business is showing signs of stabilization, with expectations for positive growth in 2026. Revenue growth is anticipated from AI-related products and the expansion into local life industries, such as pet services [2]. Financial Forecasts - The company’s revenue projections for 2025 and 2026 have been slightly adjusted upwards to 17.9 billion RMB and 20.0 billion RMB, respectively. The report maintains the revenue forecast for 2025 while adjusting the forecasts for 2026 and 2027 upwards by 3% and 6% [3]. Profitability - The company is expected to report a net profit of 217 million RMB in 2026, with a further increase to 367 million RMB in 2027, indicating a recovery in profitability after previous losses [8].

Core Viewpoint - The report from Everbright Securities indicates that Weimob Group's (02013) SaaS business is stabilizing after adjustments, with a focus on enhancing its merchant solutions and optimizing its advertising client structure. The collaboration with Douyin is expected to drive revenue growth, leading to slight upward revisions in revenue forecasts for 2026 and 2027 to 1.79 billion and 2.00 billion yuan respectively, reflecting increases of 3% and 6% from previous estimates [1] Group 1: Merchant Solutions - The collaboration with Douyin will allow Weimob to provide integrated solutions for brand merchants across multiple platforms, which is expected to drive long-term revenue and profit growth in marketing services. In 2021, advertising revenue from Douyin reached approximately 3 billion yuan, and the company anticipates significant growth in merchant solutions revenue from this partnership in 2026 [1] - The company is actively eliminating low-quality clients to optimize its customer structure, leading to a projected slight decline in advertising gross revenue to about 17 billion yuan in 2025. However, with the addition of Douyin's channel, the gross revenue is expected to exceed 20 billion yuan in 2026 [2] - The net rebate rate has improved from 2.1% in the same period last year to 3.85% in the first half of 2025, indicating a potential for stable growth in rebate margins, with merchant solutions revenue and profit expected to grow faster than gross revenue [2] Group 2: SaaS Business - The SaaS business is showing signs of stabilization, with expectations for a return to positive growth in 2026. Revenue growth will be driven by AI-related products, which generated 34 million yuan in the first half of 2025, and further expansion into local life industries [2] - Weimob has integrated its mini-programs with platforms like Douyin and Meituan, enhancing its coupon distribution system and connecting with Xiaohongshu and Alipay, which will further deepen its ecosystem [2] Group 3: Investment and AI Development - Weimob has secured a $200 million investment from Infini Capital, which will be allocated to three main areas: integrating AI into SaaS, expanding media channels and precision marketing services, and advancing overseas business development with a focus on AI innovation [3]

Core Viewpoint - Micro Alliance Group's SaaS business is stabilizing after adjustments, with a focus on enhancing its advertising solutions through collaboration with Douyin [1] Group 1: Business Solutions - The company is expected to see a slight decline in advertising gross revenue to approximately 17 billion yuan in 2025, due to the elimination of low-quality clients and optimization of client structure [2] - The partnership with Douyin is anticipated to significantly boost revenue for business solutions, with expectations of surpassing 20 billion yuan in advertising gross revenue by 2026 [2] - The net rebate rate improved from 2.1% to 3.85% in the first half of 2025, indicating a positive trend in rebate margins [2] Group 2: SaaS Business - Signs of stabilization in the SaaS business are evident, with expectations for positive growth in 2026 driven by AI-related products generating 34 million yuan in revenue in the first half of 2025 [2] - The company plans to expand into local life industries and enhance smart retail-related revenue through new industry solutions [2] - Integration with platforms like Douyin and Meituan has been achieved, enhancing the company's ecosystem connectivity [2] Group 3: Investment and AI Development - The company secured a $200 million investment from Infini Capital, which will be allocated to AI integration in SaaS, enhancing media channels, and expanding overseas business [3] - The focus on upgrading AI infrastructure aims to improve computational and storage capabilities for deeper applications in retail and e-commerce [3] - The investment will also support the development of AI innovation models and related products for cross-border business expansion [3]

Core Viewpoint - Weimob Group (2013.HK) experienced a significant increase of over 11%, reaching HKD 2.61, following the announcement of a business collaboration with Douyin Group's comprehensive digital marketing service platform, Juyuan Engine [1] Group 1: Business Collaboration - Weimob Group announced its partnership with Juyuan Engine, becoming a comprehensive agent for Juyuan Engine's advertising business and a service provider for Juyuan Qianchuan [1] - The license for this partnership is valid from September 26, 2025, to December 31, 2025 [1] Group 2: Strategic Goals - Weimob Group aims to leverage its advanced AI technology, established sales channels, excellent service operations, and solid customer base to expand its advertising business share within Juyuan Engine [1] - The company is focused on driving revenue and profit growth in its marketing business while seeking additional collaboration opportunities in other business areas [1]