Core Insights - The rise of shelf e-commerce on platforms like Douyin and Kuaishou is reshaping the landscape, with Douyin's shelf e-commerce GMV surpassing 35% in 2025, a significant increase from previous years [3][15] - Douyin and Kuaishou are competing aggressively, with Douyin focusing on high-margin brands and Kuaishou targeting lower-tier markets, indicating a shift in consumer behavior and brand engagement [12][23] Douyin's Developments - Douyin's shelf e-commerce GMV grew by 49% year-on-year from August 2024 to August 2025, with over 60,000 brands doubling their sales through this channel [3][5] - The platform's independent app launch in March 2025 led to a 211% sales increase during the Double Eleven shopping festival, indicating a successful transition to a more robust e-commerce model [8][22] - Douyin's strategy includes integrating content and commerce, pushing influencers to learn SEO and link integration to enhance sales [8][22] Kuaishou's Strategy - Kuaishou's shelf e-commerce GMV reached 32% in Q2 2025, with a 71% growth during the New Year shopping festival, showcasing its effective market penetration [5][15] - The platform's initiatives, such as the "Hundred Cities, Ten Thousand Stars" plan and zero-cost store policies, have lowered entry barriers for small businesses, increasing monthly active buyers to 121 million [5][8] - Kuaishou's focus on building trust through live streaming and community engagement is proving more effective than traditional low-price strategies [14][23] Market Dynamics - Both platforms are capturing market share from traditional e-commerce giants like Tmall and JD, particularly in non-planned consumer spending and brand advertising budgets [12][15] - Despite their growth, Douyin and Kuaishou still rely heavily on content-driven impulse purchases, with over half of their transactions linked to immediate content engagement [15][16] - The competition has evolved from a simple traffic battle to a deeper engagement with supply chains, indicating a more complex market landscape [8][16] Future Outlook - The e-commerce market is reaching saturation, with future growth expected to come from deeper market penetration and international expansion [18][19] - AI technology is anticipated to play a crucial role in enhancing user experience and search capabilities, potentially transforming the shopping process on these platforms [19][22] - Douyin is likely to continue promoting its independent app and may introduce a price comparison system, while Kuaishou will focus on supporting local brands and enhancing its distribution ecosystem [22][23]

双十一前夕，淘宝用户增长达近四年峰值。 已经有 16 年历史的双 11 大促，今年在一种全新的氛围中迎来了开场。 科技巨头们曾在层层加码的抢地盘、垒高墙中，确立了过去十年行业竞争的游戏规则——抱团、封闭、无 休止的外战，也裹挟了所有用户在移动互联网时代的行为方式——在 APP 孤岛中来回切换。开放一度变成 互联网不再具备的特质，如今，坚冰正在消融。 9 月初，淘宝宣布接入微信支付，随后，京东物流进淘宝，支付宝进京东，缠斗已久的科技巨头们，向对 手敞开了此前最为严防死守的腹地。 根据 QuestMobile 最新数据，9 月淘宝应用新安装用户量同比增长 55%，达过去四年最高值；月活跃用户 规模上，9 月淘宝新增 1867 万，总月活规模达 9.44 亿创历史新高。 平台们逐渐尝到互通的甜头，行业气氛也随之改变。当科技巨头们从零和博弈的恐惧中抽身回头，也带来 了新的竞争逻辑：与其把精力花在遏制对手，不如全面开放，找最有效的物流、支付、流量渠道合作，追 逐最极致的效率。 互联互通的影响正在全面渗透双 11 。作为零售行业最为重要的大促，第一个在互联互通后举行的双 11， 展现着行业开放的价值，并在各平台对营商环境 ...