新浪科技讯11月21日晚间消息，在烟火市集暨抖音生活服务首届创作者大会上，抖音生活服务发布六项 商家扶持措施，希望切实提升广大商家尤其是中小商家的经营体验，助力以烟火小店为代表的线下经济 更好发展。 据悉，抖音生活服务将在全国范围内对多个品类下调入驻保证金，逐步实现小店0元入驻。同时，平台 提供价值超千万元的经营补贴，用于专项扶持小店经营。考虑到小店的数字化能力相对薄弱，平台上线 了共管模式、"安心护航"保障系统、商家体验中心等一系列产品，为小店提供一站式体验诊断和解决方 案，帮助其更有效获取流量，降低运营成本。平台还推出了"安心服务"标准，鼓励小店为消费者提供优 质服务，开通的小店将获得专属标识、专属流量和权益激励，实现更稳健的成长。 抖音生活服务业务副总裁涂晴表示，通过这些扶持措施，商家将获得更低成本、更高效率、更坚实的保 障和更优质的资源帮扶，将为消费者提供更多的优质服务。平台的经营环境也将因此更加健康和更具活 力，从而助力线上线下生意良性互促增长。 责任编辑：刘万里 SF014 目前，抖音平台已对超250个类目开放了共管模式。数据显示，开通共管之后，新店的冷启动速度提升 了40%，沉睡100天的门店次 ...

Core Insights - Douyin e-commerce's GMV growth exceeded 30% in the first ten months of this year, with an annual GMV projected to surpass 4 trillion yuan, approaching Pinduoduo's level [1] - Douyin e-commerce's advertising revenue has surpassed Alibaba's, making it the leading platform in China for over a year [1] Group 1 - Taobao's payment GMV is at 6 trillion yuan, indicating that if both platforms maintain their current growth rates, Douyin could catch up in a few years [1] - There is a significant gap between Douyin e-commerce and Taobao when considering the final settlement GMV due to return rates [1] Group 2 - Douyin's life services business has also seen substantial growth, with a nearly 60% increase in the first ten months of this year [1]

Core Viewpoint - The competition among Alibaba, Meituan, and Douyin in the food delivery and local services market has intensified, with Douyin emerging as a significant player in e-commerce and local life services, leveraging its advertising revenue and user base to challenge traditional giants [4][10][13]. Group 1: Market Competition - Alibaba and Meituan have spent over 100 billion yuan in the food delivery battle, with Alibaba's tea drink orders surpassing Meituan's in August [4]. - Douyin's e-commerce GMV is expected to exceed 4 trillion yuan this year, with a growth rate of over 30% in the first ten months [4][5]. - Douyin's life services business has seen nearly 60% growth, with an expected GTV of over 800 billion yuan for the year [5]. Group 2: Douyin's Strategy - Douyin is focusing on durable consumer goods to enhance its e-commerce offerings and reduce return rates, which are currently higher than those of Alibaba [6][7]. - The platform is prioritizing the construction of shelf e-commerce, which has lower competition and costs compared to live-streaming e-commerce [6][9]. - Douyin has introduced policies like "product card commission exemption" to incentivize merchants and improve sales efficiency [8][9]. Group 3: User Engagement and Experience - Douyin's life services have shifted from a low-price strategy to enhancing user search habits, with search-driven orders accounting for over 50% of overall GMV [11]. - The platform has restructured its sales approach to improve efficiency by focusing on regional divisions rather than industry-specific ones [10]. - Douyin's adjustments in traffic distribution mechanisms aim to balance commercial value and user experience, ensuring sustainable growth [14][15]. Group 4: Future Outlook - Douyin's aggressive strategies and significant investments in AI and technology are expected to further solidify its market position, potentially leading to a shift in consumer behavior towards more rational purchasing decisions [13][16]. - The competition landscape suggests that traditional players may need to focus on cost efficiency and service quality to counter Douyin's growing influence [16].

公告称，部分达人通过使用变形词、主播话术暗示、评论区引导、背景板传递相关信息等方式绕过平台 监管，在直播间违规推广"英伦大提升""水光针""光子嫩肤""洗眉毛""激光祛除色素"等禁限售商品或服 务。此类行为不仅违反相关法律法规，也严重违反平台规则，对消费者体验造成了不良影响。今年上半 年，针对部分医美商家违规售卖禁限售商品等行为，平台搭建风险识别系统并开展专项整治，处置违规 机构1517家。 新京报贝壳财经讯(记者罗亦丹)新京报贝壳财经记者11月17日获悉，抖音生活服务公示"打击医疗医美 直播间违规宣传禁限售商品"专项行动的阶段治理成果。截至10月，超2.3万个违规达人被封禁直播团购 权限30天以上，其中605个达人因严重违规被封禁180天；超10.6万个直播间因违规宣传被中断处置。 ...

Core Insights - Douyin's ice and snow consumption data shows significant growth in engagement and sales, indicating a strong winter consumption trend [1][3][10] - The platform has launched a series of marketing activities to stimulate ice and snow consumption, including collaborations with various merchants and promotional campaigns [1][10][12] Douyin Ice and Snow Consumption Data - From September 1 to October 31, the number of ice and snow-related content on Douyin increased by 112%, with likes up by 68% and shares up by 51% [1] - Ice and snow-related group buying sales on Douyin grew by 24% year-on-year during the same period [1] Popular Ice and Snow Consumption Trends - The top ten cities for ice and snow consumption include Harbin, Huzhou, Zhengzhou, Beijing, Wuhan, Jinan, Foshan, Shanghai, Shenzhen, and Ningbo [4][6] - Popular ice and snow consumption products include attraction tickets, hotel packages, hot pot, bathing services, and children's amusement parks [6] Regional Marketing Strategies - Douyin is implementing differentiated marketing strategies across various regions, particularly focusing on the northern areas where winter has arrived earlier [10][11] - The platform has initiated seasonal marketing campaigns such as "Little Ice and Snow," "Hot Pot Season," and "Bathing Season" to enhance user engagement [11] Consumer Safety and Experience Initiatives - Douyin has introduced the "Safe Play," "Safe Stay," and "Safe Travel" programs to enhance consumer safety and service quality during winter activities [13] - The platform aims to improve user experience by collaborating with quality snow venues and hotels, ensuring comprehensive coverage of accident insurance for users [13]

Core Insights - Douyin's "Su Chao" report indicates significant growth in consumption and engagement during the event period, highlighting a robust economic impact on Jiangsu province [1][4][8] Group 1: Event Engagement Metrics - From May 10 to October 20, Douyin's "Su Chao" related content garnered 37 billion views, over 430 million likes, 110 million shares, and more than 71.33 million comments [1] - Jiangsu's Douyin group purchase orders increased by 24% year-on-year, with sales rising by 68%, indicating enhanced consumer spending power compared to the previous year [1] Group 2: Regional Consumption Trends - All thirteen cities in Jiangsu experienced a rise in consumption, with Nanjing, Suzhou, Wuxi, Xuzhou, and Changzhou being the top five cities in terms of consumer spending [4] - Jiangsu's restaurant group purchase sales surged by 55% during the event, with specific dishes like radish fried rice seeing a 41-fold increase in orders [4] Group 3: Night Economy and Entertainment - Nighttime orders on Douyin increased by 25% year-on-year, with sales up by 66%, showcasing a thriving night economy [8] - Popular night markets included Suqian Jiuding Night Market and Xuzhou Ben Chao Night Market, reflecting a shift towards nighttime consumption [8] Group 4: Travel and Hospitality Impact - Hotel accommodation group purchase orders rose by 51%, with sales increasing by 62%, indicating a boost in travel-related spending [8] - Top tourist attractions during the event included Huai'an West Journey Amusement Park and Nanjing Niushou Mountain Cultural Tourism Area [8] Group 5: Leisure and Entertainment Growth - The event spurred a 103% increase in orders for sports and leisure apparel, with sales skyrocketing by 310% [11] - Overall, leisure and entertainment group purchases grew by 40%, with sales up by 117%, highlighting a strong demand for recreational activities [11] Group 6: Promotional Activities - Douyin initiated the "Follow Su Chao to Travel Jiangsu" campaign, which generated over 13.5 billion yuan in consumption, a 49% increase year-on-year [11] - The campaign aimed to enhance the viewing experience and stimulate local businesses through various promotional activities [11]

Core Insights - The report highlights the significant impact of the "Su Chao" event on consumer behavior in Jiangsu, with a total of 370 billion views and over 4.3 billion likes on related content from May 10 to October 20 [1][3] - There was a notable increase in group buying orders and sales during the event, with Jiangsu's group buying orders rising by 24% year-on-year and sales increasing by 68% [1][4] Group Buying and Sales Growth - Jiangsu's restaurant group buying sales surged by 55% during the event, with specific dishes like radish fried rice seeing a 41-fold increase in orders [4][6] - The top five cities in terms of consumer spending were Nanjing, Suzhou, Wuxi, Xuzhou, and Changzhou, with Nanjing leading in offline spending despite not reaching the finals [3][4] Night Economy and Popular Venues - Nighttime group buying orders increased by 25% year-on-year, with sales up by 66% during the event [5][6] - The top five night markets included Xuzhou, Suqian, Yangzhou, Changzhou, and Nanjing, while the top five shopping districts were Nanjing's Xinjiekou, Suzhou's Yuanhe and Shantang Street, and Nanjing's Fuzimiao [5][6] Tourism and Leisure Spending - The event stimulated tourism-related group buying orders, which rose by 32% compared to the previous period, with hotel bookings increasing by 51% and sales by 62% [6][8] - The leisure and entertainment sector also saw a boost, with orders for sports and leisure apparel increasing by 103% and sales skyrocketing by 310% [7][8] Marketing and Engagement Initiatives - The platform initiated the "Follow Su Chao to Travel Jiangsu" campaign, which generated over 13.5 billion yuan in consumer spending, marking a 49% increase year-on-year [8]

Group 1 - The 2025 Beijing International Intangible Cultural Heritage Week will take place from October 17 to 21, with ByteDance as a partner, promoting various activities to support the transmission and development of Beijing's intangible cultural heritage projects [1] - Douyin Life Services launched offline intangible cultural heritage check-in points, markets, and online creative marketing activities during the event to enhance the visibility and revenue of traditional brands [1][4] - During the event, Douyin Life Services reported over 3.17 million yuan in group buying sales related to intangible cultural heritage in Beijing, with significant increases in transaction volumes for participating traditional brands [4][7] Group 2 - Douyin Life Services has been collaborating with the Beijing Old Brand Association since June to support the entry of new businesses and enhance the operations of existing old brands, such as Daoxiangcun and Bianyifang [7] - The platform aims to create a comprehensive training ecosystem for traditional brands, covering content operation, traffic acquisition, and transaction conversion [7] - Previous initiatives included the "Water Rhythm Jiangsu·Wonderful Intangible Heritage" campaign, which linked cultural tourism resources in cities like Nanjing and Suzhou to stimulate consumption of intangible cultural heritage [7]

Core Insights - The recent National Day and Mid-Autumn Festival highlighted the trend of experiential consumption in tourism among Chinese consumers, focusing on discovering unique destinations and engaging in local cultural experiences [2][10] Group 1: Consumer Trends - There was a significant increase in interest for small town tourism, ancient towns, and intangible cultural heritage experiences during the holiday period [2][10] - Douyin's (TikTok) report indicated that group purchase orders for hotels and tourism in Jingdezhen surged, with hotel tourism orders up 113% and scenic ticket orders up 101% year-on-year [8][9] Group 2: Douyin's Role in Tourism - Douyin has been actively promoting the cultural tourism market, leveraging its content platform to create a consumption loop from content engagement to actual purchases [4][10] - The viral success of local influencers, such as the "Chicken Chop Brother" in Jingdezhen, has led to increased orders for local hotels and attractions, demonstrating the platform's ability to convert online engagement into offline sales [8][9] Group 3: Hotel Industry Dynamics - Douyin launched the "Heartfelt Hotel" initiative, showcasing 443 unique lifestyle hotels across 39 cities, which has led to a 118% year-on-year increase in orders for these hotels [14][21] - The platform's focus on user-generated content and emotional engagement has made hotels a key part of the travel experience, with many hotels now emphasizing unique service offerings [15][18] Group 4: Experiential Consumption Growth - The holiday period saw a notable rise in experiential consumption, particularly in unique scenic spots and intangible cultural heritage projects, with significant increases in group purchase orders for activities like glassblowing and pottery making [26][29] - The top ten scenic spots favored by Douyin users were characterized by immersive experiences, indicating a shift towards more engaging and interactive tourism offerings [21][24]

Core Viewpoint - The article highlights a shift in travel habits from "hasty check-ins" to "immersive experiences," with small cities emerging as potential tourism hotspots due to their unique charm and local culture [1][6]. Group 1: Event Overview - During the recent National Day holiday, Douyin's "Discover Treasure Small Cities - Outshine" campaign explored 20 small cities, creating themed travel routes and engaging local influencers to boost tourism [1][6]. - The campaign generated significant online engagement, with the hashtag DiscoverTreasureSmallCities reaching over 7.94 billion views, reflecting a vibrant travel trend [1][6]. Group 2: Thematic Routes and Experiences - The campaign categorized small cities into four distinct themed routes, such as "Spicy Season" and "Golden Autumn Season," catering to various traveler preferences [8][9]. - Influencers and celebrities participated in creating immersive content, showcasing local experiences and enhancing the appeal of these small cities [9][13]. Group 3: Social Media Impact - The campaign successfully generated buzz on social media, with 22 trending topics, including NationalDaySmallCities, achieving top rankings on local and national charts [19][39]. - The integration of real-life experiences with online engagement created a complete cycle of "viewing - interest - action," driving actual visits to small cities [19][39]. Group 4: Local Activities and Engagement - The campaign organized various local activities, such as markets and cultural events, to enhance visitor experiences and connect them with the local community [20][31]. - Collaborations with popular brands, like Wanglaoji, helped create a unique dining experience, reinforcing brand recognition and driving consumer engagement [34][36]. Group 5: Future Directions - Douyin's ongoing efforts aim to continue promoting small cities by highlighting their unique "color cards," fostering a comprehensive tourism experience that combines content creation, offline engagement, and commercial conversion [39].