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]

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]