Core Viewpoint - Douyin's e-commerce business has shown significant growth, with a GMV increase of 34% year-on-year, indicating a strong performance amidst a slowing overall e-commerce market [5][6]. Group 1: E-commerce Growth - Douyin's e-commerce GMV reached approximately 3.5 trillion yuan in 2024, with a year-on-year growth rate of 30%, demonstrating resilience in a challenging market [6]. - The shelf e-commerce segment has outperformed, achieving a GMV growth of 49%, which is higher than the overall e-commerce growth rate [6]. - During the 618 shopping festival, Douyin's shelf e-commerce GMV was around 200 billion yuan, accounting for nearly 50% of its total e-commerce sales [6]. Group 2: Strategic Adjustments - Douyin has shifted its strategy to focus on reducing merchant operating costs as a core business goal for 2025, aiming to support merchant growth [8]. - The integration of the algorithm teams from Douyin and Juyuan Qianshu into Douyin e-commerce signifies a move towards a more cohesive approach to managing GMV and enhancing user experience [9]. - Douyin has implemented various merchant support policies, including optimizing algorithm mechanisms to improve traffic distribution accuracy and reduce return rates [9][10]. Group 3: Market Positioning - Douyin e-commerce is not engaging heavily in the instant retail competition, choosing instead to concentrate resources on enhancing its e-commerce services and user experience [11]. - The misconception that top influencers contribute significantly to GMV is addressed, revealing that influencers with over a million followers account for only about 9% of total GMV, while those with fewer followers contribute around 21% [11]. Group 4: Upcoming Promotions - Douyin e-commerce has launched a 57-day promotional campaign for the Mid-Autumn Festival and Double 11, marking a new phase of growth for the platform [12].

作者 | 李小霞 编辑 | 乔芊 36氪独家获悉，过去一年（2024年8月-2025年7月）抖音电商GMV同比增长34%。 其中，货架电商的成绩突出。据抖音官方消息，过去一年抖音货架电商GMV 同比增长49%，高于电商 整体增速。 此前36氪曾报道，2024年抖音电商GMV约为3.5万亿元，同比增幅30%。这意味着，今年在电商行业增 速整体趋缓的情况下，抖音电商依然保持着稳定增长。 货架电商的高速增长，离不开抖音电商对货架电商的补贴。据36氪独家了解，今年618期间，抖音货架 电商就交出了不错的成绩，超出预期目标，GMV在2000亿元左右，占比接近50%。 抖音方面对以上数字表示不予回应。 2022年年中，抖音电商提出将"兴趣电商"升级至"全域兴趣电商"，先后推出抖音商城页卡，以及独立 APP等，彼时，抖音电商总裁魏雯雯宣布将重点发力商城和搜索，新场域即货架电商未来占比要在50% 以上。 这从今年以来，抖音电商的一系列调整也能看出端倪。 今年3月，36氪曾独家报道，巨量千川被整体并入抖音电商，成为其二级部门，此前分别服务于巨量千 川和抖音电商的两个算法团队，也被整合到一起。 巨量千川被并入抖音电商，意味着它不 ...

Core Viewpoint - Douyin's e-commerce business has shown significant growth, with a GMV increase of 34% year-on-year, indicating a strong performance despite a general slowdown in the e-commerce sector [3][4]. E-commerce Growth - Douyin's e-commerce GMV reached approximately 3.5 trillion yuan in 2024, reflecting a 30% year-on-year growth, with the shelf e-commerce segment growing even faster at 49% [4][5]. - During the 618 shopping festival, Douyin's shelf e-commerce GMV was around 200 billion yuan, accounting for nearly 50% of total e-commerce sales, surpassing expectations [4][6]. Strategic Adjustments - Douyin has shifted its strategy to focus on "full-domain interest e-commerce," aiming for shelf e-commerce to constitute over 50% of its business [5][6]. - The integration of algorithm teams from Douyin and its advertising platform, Juyuan Qianshu, aims to enhance overall GMV and improve merchant and user experiences [7][8]. Merchant Support and Subsidies - Douyin has allocated over 19 billion yuan in subsidies to merchants this year, transitioning from consumer-focused subsidies to supporting merchants directly [8]. - The platform has implemented policies to optimize algorithm mechanisms, improving traffic distribution and reducing return rates, thereby lowering operational costs for merchants [7][8]. Market Positioning - Douyin is not engaging heavily in the competitive instant retail market dominated by food delivery services, instead focusing resources on enhancing its e-commerce offerings [9]. - The upcoming Mid-Autumn Festival and Double 11 promotions, lasting 57 days, are expected to drive further growth for Douyin's e-commerce business [10].

Group 1 - Doubao has surpassed DeepSeek to become the top AI app in China with a monthly active user count of 15.742 million, reflecting a month-on-month growth of 6.6% [1][3] - DeepSeek, previously in the top position, experienced a decline in user growth at -4.0%, dropping to second place [3][5] - Tencent Yuanbao showed significant growth with a month-on-month increase of 22.4%, securing the third position [3][4] Group 2 - Doubao's rapid growth is notable, having reached over 10 million monthly active users within three months of its launch, indicating strong user engagement [5][6] - The differences in strategic positioning between Doubao and DeepSeek highlight their unique user appeal, with Doubao focusing on diverse functionalities and user-friendly experiences [6][7] - Doubao benefits from the ecosystem support of Douyin, which provides substantial traffic and data advantages, enhancing its model capabilities [7][8] Group 3 - The rise of AI applications in e-commerce is evident, with major companies integrating AI to enhance operational efficiency and marketing effectiveness [9][10] - AI digital hosts have emerged as a significant force in live streaming, providing cost-effective solutions for businesses lacking live streaming expertise [14][20] - Platforms are actively addressing issues related to AI misuse, implementing strict measures against deceptive practices to maintain consumer trust [17][20]

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]

Core Insights - Douyin E-commerce is investing significant resources in cash subsidies and traffic support to enhance merchant efficiency and drive business growth during the 2025 618 shopping festival [1] Group 1: Support Policies - Douyin E-commerce has implemented nine major support policies aimed at reducing operational costs for merchants, including commission waivers, reduced shipping insurance, and promotional fee refunds, resulting in over 8 billion yuan in subsidies to merchants in the first four months of the year [1][3] - In April alone, the platform saved merchants over 2.5 billion yuan in costs through these initiatives [1] Group 2: Content and Merchant Exposure - The "Douyin E-commerce Good Content Plan" was launched to encourage creators to share quality content, providing additional traffic incentives for marked "good content" [2] - The "Treasure Small Shop" initiative aims to support small merchants through certification, marketing, and exposure, attracting over 8,300 merchants and generating 620 million views for 525,000 products [2] Group 3: Commission and Fee Reductions - Douyin E-commerce has extended the commission return period for various categories until July 31, 2025, saving merchants over 4.5 billion yuan through commission waivers in the first four months [3] - The platform has introduced a refund and fee subsidy policy to help merchants reduce advertising costs and improve return rates [3] Group 4: Merchant Experience and Governance - Douyin E-commerce is enhancing transparency and merchant experience by addressing pain points such as shipping delays and empowering merchants with more autonomy [4] - The platform has a zero-tolerance policy for false advertising and has opened over 100 categories for customer authentication services, working with law enforcement to combat counterfeit goods [4]

Core Viewpoint - The article discusses the evolution of influencer marketing, highlighting the shift from text-based content to video-based formats, particularly through platforms like Douyin, which has led to a new marketing model focused on influencer-driven sales and brand building [1][2]. Group 1: Evolution of Influencer Marketing - Influencer marketing began to take shape after 2010 with the rise of Weibo and WeChat, but was limited by the text-based format, which lacked personal branding and real influence [1]. - The emergence of Douyin introduced short video content, creating a new marketing path known as influencer marketing, which emphasizes conversion and brand building [1][2]. - Influencer marketing has shifted from mere exposure to a "planting grass" model, focusing on traffic conversion and return on investment (ROI) [1]. Group 2: Key Elements of Successful Influencer Marketing - Two key elements for effective influencer marketing are high-quality content and strong influencers, as highlighted during the 2025 Giant Star Map Influencer Festival [2]. - The Giant Star Map platform serves as an intelligent marketing and management tool for influencers, emphasizing the importance of content and creator economy [2]. Group 3: The Role of AI in Content Creation - AI is seen as a tool to enhance creator efficiency but cannot fully replace human creators, especially those with unique personal experiences and emotional resonance [4][5]. - Human creators possess unique creative abilities derived from personal experiences, which AI cannot replicate, particularly in content that evokes emotional responses [6]. Group 4: Content Direction for Influencers - Influencers face a dilemma between specializing in niche content or adopting a broader lifestyle approach, with a recommendation to focus on their strengths for better results [9][10]. - Successful influencers often find their niche and deepen their expertise, which enhances their commercial value and aligns with advertisers' target audiences [10]. Group 5: Innovative Content Examples - Influencer Zhu Tiexiong exemplifies content innovation in the national style transformation niche, producing high-quality, story-driven videos that resonate with audiences [13][14]. - Another influencer, Diandi Lihai, has created a unique content style that combines low-cost materials with high-fashion aesthetics, attracting significant brand partnerships [15]. Group 6: New Monetization Strategies - Influencers are exploring new monetization methods beyond traditional brand deals, such as live streaming and direct sales, which enhance their appeal to brands [16]. - The platform supports influencers in identifying suitable monetization strategies based on their content and audience characteristics [19]. Group 7: Evaluating Influencer Value - Influencer value is assessed based on three dimensions: content creation ability, commercial capability, and fulfillment ability, which help brands select effective partners [25][26]. - Good content is characterized by authenticity, engagement, and the ability to create trends, while good influencers possess strong creative, commercial, and delivery skills [24][23]. Group 8: Influencers in Trend Creation - Influencers play a significant role in creating trends and driving discussions, impacting not only product sales but also broader cultural phenomena [28][29]. - The platform's content insight tools allow influencers to capture and amplify emerging trends, enhancing their visibility and engagement [29]. Group 9: The Impact of Short Videos and New Content Formats - Short videos and new content formats like short dramas are rapidly growing, providing influencers with opportunities to engage audiences and monetize effectively [31]. - The platform facilitates collaborations between brands and influencers to create tailored short dramas that align with marketing goals [31]. Group 10: Future Directions for Influencer Marketing - The influencer marketing market is expected to continue growing, with the platform aiming to innovate monetization models and enhance content quality [44][45]. - The focus will be on optimizing brand partnerships to ensure that high-quality content leads to better business outcomes for both influencers and brands [45].

Core Viewpoint - The integration of Juyuan Qinchuan into Douyin E-commerce signifies a shift from a dual-track model to a unified approach, focusing on balancing advertising ROI, user experience, and platform efficiency [2][3][4]. Group 1: Structural Changes - Juyuan Qinchuan will be merged into Douyin E-commerce, becoming a secondary department and reporting to Douyin E-commerce head Wei Wenwen, instead of the previous commercial product and technology head Zhao Xiuying [3]. - The algorithm teams from both Juyuan Qinchuan and Douyin E-commerce will be consolidated, allowing for better synergy between advertising and natural traffic [4][5]. Group 2: Operational Implications - The merger indicates that Juyuan Qinchuan will now be responsible for overall goals related to GMV, merchant experience, and user experience, rather than just advertising revenue [3][4]. - The integration aims to enhance the efficiency of advertising cost reimbursement policies, which are crucial for reducing merchant operating costs and improving ROI [5][6]. Group 3: Strategic Goals - Douyin E-commerce aims to improve its settlement rate and reduce merchant operating costs as core business objectives for 2025, following the merger [6][7]. - The adjustment is seen as a response to the competitive landscape, with Douyin E-commerce's GMV reaching 3.5 trillion, but still lagging in settlement rates compared to industry leaders [6][7].

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 ...