来源：抖音电商安全与信任中心 针对其账号"测评"及"喊话"内容，多名商家提供质检报告或发布声明，称其相关言论"均为不实信息， 与事实严重不符"，并质疑账号发布内容忽视客观事实，"武断宣称"产品质量存在问题。商家将其账号 内多条涉嫌侵权视频合规举报下架，并表示将依法追究其法律责任。 根据《新规》，平台已关闭上述账号内容加热与商业变现功能，包含但不限于内容推广、电商带货、星 图商单、广告合作等功能。针对多次违规等情节严重者，平台将对其从严处置，包括但不限于短期禁 言、长期或无限期封禁账号等。 2月27日，抖音电商安全与信任中心微信公众号发布内容，称抖音平台近日在专项巡查中发现：有账 号"反诈*陈""老*农村生活"等，以所谓"打假""反诈"等为名，在缺乏科学分析、缜密研判甚至事实依据 的前提下，以"喊话"等形式，反复发布恶意攻击、无端质疑甚至侮辱他人人格或企业声誉的相关信息； 试图通过标签化攻击，刻意煽动网友情绪、营造对立，并借此引发各方关注，收割争议流量，扰乱商业 秩序、破坏公平竞争。 例如，未经司法与监管认定，便凭借个人判断给商品、企业家和企业"定性"。尤其是在缺乏事实依据的 情况下，诋毁企业，称其存在"可怕的 ...

Investment Rating - The report does not explicitly provide an investment rating for the industry [4]. Core Insights - The concept of "eating commerce" has emerged as the annual core concept, reflecting young people's understanding, pairing, and recreation of food, marking a shift from physiological satisfaction to emotional expression and self-pleasure [6]. - Three main keywords define the creative trends: "rebellious cooking," "eating commerce evolution," and "de-mystifying delicacy," which highlight a shift towards creativity and authenticity in food content [7][8][9]. - The content creation style reflects collective emotions, categorized into four evolutionary directions: rebellion, buffering, evolution, and rebirth, each resonating deeply with user sentiments [10][11][12][13]. - Trend activities, such as various challenge competitions, have stimulated co-creation enthusiasm, transforming individual creation into community activities [14]. Summary by Sections Research Background Assessment - The report is a collaboration between Douyin and Xinbang, leveraging extensive user-generated data and third-party industry insights to ensure reliability and depth [4]. - The research focuses on food content creation on the Douyin platform, primarily targeting the domestic Chinese market and overseas students [5]. Key Data Capture and Presentation - Significant data points include: - The topic "rebellious food" has a view count of 1.73 billion [16]. - The topic "home-cooked dishes" has a view count of 211.02 billion [16]. - The number of challenge competitions in the food circle that exceeded 100 million views in 2025 is 13, with a total of 1.03 million submissions [18].

Investment Rating - The report does not explicitly provide an investment rating for the industry [4]. Core Insights - The concept of "eating commerce" has emerged as the annual core concept, reflecting young people's understanding, pairing, and recreation of food, marking a shift from physiological satisfaction to emotional expression and self-pleasure [6]. - Three main keywords define the creative trends: "rebellious cooking," "eating commerce evolution," and "deconstruction of delicacy" [7][8][9]. - The creative styles reflect collective emotions, categorized into four evolutionary directions: rebellion, buffering, evolution, and rebirth [10][11][12][13]. - Trends such as challenge events (e.g., ShortVideoStirringCompetition) have stimulated co-creation enthusiasm, transforming individual creation into community activities [14]. Summary by Sections Research Background Assessment - The report is a collaboration between Douyin and Xinbang, leveraging extensive user-generated content data and third-party industry analysis for reliable insights [4]. - The research focuses on food content creation on Douyin, primarily within mainland China, while also considering overseas student content [5]. Key Data Capture and Presentation - Significant topic playback volumes include: - HomeCooking: 2110.2 million - CreativeFood: 118.0 million - RebelliousFood: 17.3 million - ThickSkinOrange: 60.8 million - EverythingCanBeCosfood: 6.1 million - In 2025, there were 13 food-related challenge events with a total of 1.03 million submissions [16][18].

Core Insights - Douyin is focusing on three major New Year-related IP activities for 2026: the integrated marketing IP "2026 Open Mic," the traditional cultural theme "Colorful Heritage Night," and the New Year's Eve event "Wonderful Surprise Night" [1] Group 1: Marketing Strategies - "2026 Open Mic" aims to resonate with emotional connections and ritual consumption needs during the Spring Festival, integrating comedy and music through three themed micro-movies, a cross-border live performance, an all-star store broadcasting matrix, and offline New Year markets [1] - "Colorful Heritage Night" emphasizes traditional culture, connecting intangible cultural heritage resources across cities with diverse programs like fashion shows and immersive stage plays, supported by CCTV, creating a national trend event [1] - "Wonderful Surprise Night" focuses on emotional resonance, achieving exposure worth billions through a luxurious lineup and diverse activities, covering various aspects of New Year consumption and content needs for brands [1] Group 2: Audience Engagement - The short video platform's talk show user base has surpassed 200 million, with the highest activity among users aged 25-30, providing brands with diverse engagement opportunities [4] - Douyin's content characteristics and short video algorithms facilitate the creation of topics, enhancing user engagement and emotional connection during festive seasons [4] - The emotional connection in content consumption during the Spring Festival is crucial, as users seek to express their feelings and connect with family through entertainment [3][4] Group 3: Trends and Consumer Behavior - The market for ritual consumption is projected to grow at over 20% annually, with 32.3% of youth willing to create meaningful experiences during ordinary moments, reflecting a shift in consumer behavior [8] - During the Spring Festival, therapeutic consumption orders for activities like hot spring visits and movie watching have increased by 46% year-on-year, indicating a trend towards emotional regulation through ritualized experiences [8] - Music on Douyin has evolved from mere entertainment to a core medium for self-expression and emotional connection among young people, especially during festive times [6]

Core Insights - The 2025 Douyin Hotspot Annual Data Report highlights the platform's diverse and vibrant content landscape, showcasing a shift from passive viewing to active co-creation among users, reflecting self-identity and national sentiment [1][5] Group 1: Content Trends - Douyin's knowledge content saw significant growth, with video views reaching 895.3 billion, covering fields like aerospace and AI, making complex knowledge accessible through engaging formats [2] - The emphasis on "real human experience" in lifestyle content promotes authenticity, with travel and food content focusing on genuine connections and experiences [2] - Traditional culture is revitalized through modern storytelling, with young creators using popular elements to make history relatable and engaging [2] Group 2: Cultural and Entertainment Dynamics - ACG culture continues to resonate, with classic domestic animation IPs experiencing a resurgence through user-generated content, fostering a shared cultural language [3] - Music and dance content thrives, with creators gaining recognition and users engaging in nostalgic and creative expressions, showcasing the platform's potential for viral trends [3] - Douyin serves as a second venue for entertainment consumption, with users actively participating in discussions and creative reinterpretations of popular films [3] Group 3: Sports and Community Engagement - Sports content in 2025 emphasizes community participation, with major events like the Super League and National Games igniting user engagement and content creation [4] - Public welfare content reflects a growing trend of nuanced social responsibility, with users actively participating in charitable actions and community support [4] Group 4: Platform Governance and User Experience - Douyin is committed to enhancing platform governance and ecosystem development, implementing measures to combat misinformation and promote a safe community environment [5] - The platform captures and shares the genuine stories of ordinary individuals, contributing to a positive and uplifting community narrative [5]

如，有账号发布生食动物内脏等畸形吃播内容，刻意以猎奇、低俗的不当吃法制造噱头、博取流量。相 关行为易产生不良引导，传递错误价值观，平台已下架相关视频，并对账号禁言。 此外，还有账号在直播中刻意摆出远超常人食量的毛蛋，以连续进食、过量吞咽的夸张方式，宣扬"审 丑式"吃播文化与铺张浪费的不良风气。平台识别后，立即中断直播，并短期回收其直播及连麦权限。 然而处罚到期后，该账号直播内容并未调整，多次违规，目前已被无限期回收直播及连麦权限。 抖音方面表示，畸形吃播从来不是"流量密码"，平台坚决抵制此类行为，将持续优化治理策略，从严整 治相关违规内容与账号。平台也呼吁广大创作者坚守创作底线，分享有价值、有意义的优质内容，共同 守护健康清朗的网络环境。同时，抖音也提醒广大网友树立正确饮食观念，自觉抵制不良吃播内容，如 发现违规内容，可进行举报，平台将及时跟进处理。 1月15日，抖音发布《关于持续治理畸形吃播内容的公告》。公告显示，近一个月，针对不良吃播，平 台共处置违规内容1.9万条，处置违规直播间5020个，对3825个违规账号处以清除因违规内容增长的粉 丝、暂停营利权限、禁言、封禁等不同梯度的处罚。 抖音在《公告》中称 ...

本报记者 路艳霞 2025年，短视频平台的内容生态持续迭代。数据显示，抖音平台知识相关万粉作者较去年增长27%，全 年优质知识内容发布量近5300万篇，总播放量突破2万亿次。 抖音知识负责人表示，过去一年，抖音上超过30分钟的中长视频总数量同比增长207%，累计时长达3.2 亿分钟，450分钟解读《红楼梦》、333分钟梳理现代物理学、900分钟贯通高中数学等深度内容持续走 红，中长视频、深度解析成为全新趋势。同时，也出现了@小鸡科学铺、@抽象科普等创作者用趣味化 方式解读知识，AI机器人科研日志等创新形式。 这一规模性增长背后，是用户需求结构调整、平台生态升级与内容创作模式变革共同作用的结果，既勾 勒出全民知识消费的新图景，也呈现出行业发展的多元特征。 10余位视频创作者出书了 在2026抖音电商图书与出版内容生态大会上，抖音知识创作者浪花姜以"从'知道青年'到'出版作者'"为 主题分享了自己在抖音上的创作经历。在抖音精选创作者出版计划的扶持下，他的新书《古人生活与文 化图鉴》一推出便斩获佳绩。 这位被网友誉为华夏历史"说书人"的95后，出身山东小镇，自幼沉浸于历史书籍，积累了大量新奇有趣 的历史知识。 知识 ...

Core Viewpoint - Douyin emphasizes its commitment to protecting minors from harmful content, implementing strict measures to eliminate inappropriate material and accounts targeting minors [1]. Group 1: Governance Measures - Douyin has cleared 202,000 pieces of harmful content related to minors in the past month and has imposed various penalties on over 8,000 accounts, including restrictions on commercial monetization and account bans [1]. - The platform has identified and addressed the use of AI technology by some users to create inappropriate content involving minors, including generating low-quality images and misleading narratives for profit [1]. Group 2: Case Studies - 39 accounts were banned for generating low-quality, suggestive content featuring minors, which aimed to attract followers through inappropriate imagery [2]. - 180 accounts faced bans for posting AI-generated content depicting minors in distressing situations, such as premature infants in hospitals, to manipulate audience emotions and drive engagement [3]. - 391 accounts were banned for creating violent "cult animation" content that depicted graphic and disturbing scenes under the guise of children's animation, posing a risk to minors' mental health [4]. Group 3: Collaborative Efforts - The protection of minors requires a collective effort from families, schools, and the industry, and Douyin plans to enhance its technical capabilities and content review processes to combat harmful content effectively [5].

Group 1 - Douyin has released the "Douyin Community Financial Industry Convention (Trial)" to enhance the management of financial content on its platform [1] - The convention advocates for financial professional qualification certification for authors and prohibits accounts without certification from publishing financial content [1] - The prevalence of misleading "small essays" in the capital market has disrupted normal order and caused significant losses for uninformed investors [1] Group 2 - The governance of "small essays" in the stock market is crucial, as self-media platforms play an important role in curbing the generation and dissemination of false information [2] - Strengthening the management of "small essays" at the source can effectively prevent misinformation from spreading and causing harm [2] - The large scale of internet users in China and the numerous self-media platforms highlight the need for leading platforms to set an example in governance [2] Group 3 - The governance of "small essays" in the capital market is a systematic project, with self-media platforms acting as the frontline gatekeepers [3] - Administrative and judicial bodies are also fulfilling their responsibilities, as indicated by the Supreme People's Court and the China Securities Regulatory Commission's guidelines on strict enforcement against false information [3] - The expectation is that through collaborative efforts, the governance level and capability regarding "small essays" in the capital market will significantly improve [3]

Core Viewpoint - Douyin has released the "Douyin Community Financial Industry Convention (Trial)" to enhance the quality of financial content on its platform and regulate the dissemination of financial-related information, aiming to create a clear financial content ecosystem [1][8]. Group 1: Account Qualification - The convention applies to all accounts publishing financial content on Douyin, establishing governance boundaries from the source [1][8]. - It encourages creators in the financial sector to complete professional qualification certification and prohibits unqualified accounts from recommending financial services [1][8]. - Strict measures against false identification, qualification imitation, and certification fraud are outlined, requiring account holders to notify the platform of any qualification changes within 30 days [1][8]. Group 2: Content Management - Content management is emphasized as crucial for fostering a healthy financial content ecosystem [2][9]. - The convention encourages creators to publish objective and neutral financial knowledge, providing users with professional and high-quality financial content [2][9]. - Certified accounts are supported to introduce relevant financial content while disclosing their professional information [2][9]. Group 3: Marketing Behavior - The convention imposes strict restrictions on financial marketing behaviors, prohibiting various illegal and misleading actions [4][11]. - It bans malicious economic pessimism, distorted policy interpretations, illegal stock recommendations, and misleading financial promotions [4][11]. - Financial institutions and professionals must possess legal qualifications and complete platform certification to conduct marketing activities, ensuring transparency and user awareness of risks [4][11]. Group 4: Violation Handling and Accountability - The convention establishes a mechanism for handling violations and accountability, with regular governance and inspections of account qualifications and content production [5][12]. - Penalties for violations include warnings, content restrictions, and potential permanent bans, with specific measures for unqualified accounts providing financial services [5][12]. - Douyin has previously dealt with over 100,000 instances of illegal stock recommendations in the third quarter of 2025, indicating ongoing efforts to regulate financial content [7][15].