作为直播电商的引领者，抖音电商提出的从"好商品"、"好内容"及"好服务"三个维度升级服务体验生 态，正是对这一行业趋势的精准回应。 纵观整个电商行业，过去那种"卖完即止"的粗放模式已然行不通，取而代之的，必须是一种覆盖售前、 售中、售后的全链路、精细化服务体系。按照抖音方面披露数据显示，今年以来平台已拦截劣质商品56 万件，这背后是平台不断升级技术手段，加强前置识别，为整个生态圈设定了明确的品质底线，也 是"好商品"的题中之义。 此外，在兴趣电商的场域里，内容是激发消费需求、连接人与货的关键。平台通过升级流量机制，激励 优质内容创作，同时严厉打击虚假宣传和劣质内容，确保了这座桥梁上的信息通畅且真实可靠。这既满 足了消费者"逛"的需求，也让真正有价值的商品和内容能够被发现，避免了"劣币驱逐良币"的陷阱。 当电商成为我们生活中必不可少的消费场景，电商平台早已不再是简单的线上货架，商家、平台、消费 者之间的链接日益紧密多元，在这种复杂生态之下，如何营造良好的经营环境，实现可持续的、高质量 的增长，成为所有从业者必须面对的核心命题。 8月22日，抖音电商在北京举办"服务体验开放日"，会上发布了在商品治理、内容建设和服 ...

人民财讯8月24日电，8月24日，记者从抖音电商方面获悉，今年以来，平台已拦截劣质商品56万件。同 时，就消费者关注的虚假营销等问题，平台已开展多轮专项行动，共处置违规直播间超28万个，清退违 规达人超2万名。平台通过九大扶商政策累计为商家减负超165亿元。 ...

直播电商蓬勃发展的当下，用户体验已成为平台与商家的核心竞争力。中国政法大学民商经济法学院教 授张钦昱指出，电商直播间不仅是购物场景，更是用户的"虚拟第三空间"。直播间互动缓解了社交压 力，让用户能自由观看、交流和表达。但即时互动带来的高黏性体验，也对售后与服务体验提出了更高 要求。 8月22日，抖音电商在北京举办"服务体验开放日"，抖音电商治理体验运营经理叶金燕表示，抖音电商 已全面升级服务体验生态，携手生态伙伴从"好商品""好内容""好服务"三个维度出发，持续为消费者打 造更加优质的购物体验，同时为商家营造更健康的经营环境，助力产业发展。 今年以来，抖音电商持续加大对商家的扶持力度。自1月推出九大扶商政策以来，截至7月底，平台累计 补贴商家已超过165亿元。其中，仅"商品卡免佣"一项，就为商家减免超过65亿元，类目免佣则帮助商 家节省超24亿元，大大提升了商家的资金灵活性。其他举措还包括降运费险、返还推广费、小商家帮扶 基金等。 除了真金白银为商家减负外，抖音相关负责人表示，平台把商家满意度与服务体验感知度作为运营团队 的核心考核指标，切实提升服务质量。今年3月，抖音电商升级了"商家体验分"，让考核指标更合 ...

Core Viewpoint - The introduction of the "My Express" service by Douyin aims to enhance user experience by integrating logistics services directly into the platform, thereby reducing reliance on external courier companies and improving overall customer satisfaction and retention in e-commerce [5][6][7]. Group 1 - The "My Express" service currently supports tracking for Jitu Express and will integrate more courier companies in the future [2]. - The service allows users to manage receiving and sending packages directly within Douyin, which consolidates various functions like payment and ride-hailing, enhancing the platform's utility [5]. - By offering a complete process from ordering to logistics tracking and returns, Douyin significantly lowers user operational costs and may increase satisfaction and repurchase intentions [6]. Group 2 - The testing of the "My Express" service indicates Douyin's strategy to gain more control in the competitive landscape of e-commerce and local services [7].

Core Viewpoint - Douyin E-commerce is tightening regulations against inducement interactions in live streaming, aiming to protect consumer rights and ensure fair marketing practices [1][2][5] Summary by Relevant Sections Regulation Changes - Douyin E-commerce plans to revise the "Inducement Interaction Implementation Rules," tightening the standards for identifying violations and increasing penalties for non-compliance [2][3] - The new rules classify first-time violations without negative impact as minor, whereas previous regulations allowed for 1-2 minor violations in a single live stream [3] Common Violations - Common inducement tactics include using benefits like expedited shipping or free return policies to encourage user interactions such as comments and follows [2] - Specific examples of violations include phrases like "let me know after you buy, and I'll arrange expedited shipping" and "if you don't comment, you won't get the return policy" [2] Impact on E-commerce - The push for user interaction is driven by the need for traffic, as Douyin's algorithm favors high engagement metrics, which in turn affects the visibility of live streams [5] - Tactics like "憋单" (holding back orders) are employed to create urgency and increase user engagement, but these practices can distort the authenticity of user interactions [5][6] User Experience Concerns - Induced interactions can lead to a negative user experience, as consumers may feel pressured to engage in ways that do not reflect their genuine interest [6] - The reliance on such tactics may ultimately drive away users who become disillusioned with the perceived lack of genuine offers [6] Industry Trust Issues - The use of "professional commentors" to artificially inflate interaction metrics undermines consumer trust and can lead to regulatory scrutiny, as seen in recent penalties imposed by market regulators [8] - Douyin E-commerce's efforts to combat these practices are part of a broader strategy to maintain the integrity of the live commerce model amid slowing growth [8]

Group 1 - The core viewpoint of the article highlights Douyin's ongoing efforts to enhance platform transparency and combat various forms of online fraud, including price deception and disguised lotteries [2][3] - Since 2025, Douyin has shut down over 4,000 violating live streams and removed more than 1,000 influencer accounts, focusing on issues like high-priced blind box sales and improper product exchanges [2] - Douyin has implemented a new mechanism to protect minors, adding risk warnings for users under 18 and blocking abnormal transactions [2] Group 2 - The measures are part of Douyin's 10 transparency initiatives announced earlier this year, aimed at addressing public concerns regarding algorithm opacity [3] - Douyin's official website indicates that higher traffic content undergoes more rigorous evaluations, establishing a governance loop of "high traffic content, high audit intensity" [3] - The series of initiatives from algorithm transparency to transaction regulation forms a governance chain of "technical openness - clear rules - strict penalties for violations," with a focus on quality and originality in algorithm design [3]

Core Viewpoint - The report highlights the challenges faced by merchants on e-commerce platforms, particularly focusing on the complaint data from Douyin's e-commerce platform in July, revealing significant issues such as arbitrary refunds and penalties [1][3][23]. Group 1: Complaint Data Analysis - In July, Douyin's e-commerce platform received hundreds of merchant complaints, with the highest complaint type being arbitrary refunds at 46.15%, followed by excessive consumer protection (16.67%), arbitrary fines (15.39%), arbitrary store closures (5.13%), withheld deposits (3.85%), and mandatory shipping insurance (2.56%) [3]. - The top regions for complaints against Douyin's e-commerce platform were Guangdong (23.08%), Shandong (16.67%), and Zhejiang (12.82%) [5]. - The leading categories of complaints were clothing and accessories (16.67%), food and fresh produce (12.82%), outdoor products (7.69%), 3C digital products (6.41%), and beauty products (3.85%) [7]. Group 2: Typical Complaint Cases - Case 1: A merchant accused Douyin of supporting malicious refund practices, where a buyer requested a refund after wearing shoes for several days, leading to significant losses for the merchant [9]. - Case 2: A merchant from Shandong reported an unfair ruling by Douyin after a buyer returned a damaged fishing rod, despite the merchant providing evidence of the product's condition [11]. - Case 3: A merchant faced a fine of 300 yuan due to a buyer damaging a product after delivery, raising concerns about the fairness of the platform's penalty mechanisms [13]. - Case 4: A merchant from Guangdong complained about being forced to refund a damaged product, despite having evidence of the damage upon return [15]. - Case 5: A merchant from Zhejiang received a penalty notice without prior knowledge, claiming no violations had occurred [17]. Group 3: E-commerce Platform Overview - Douyin e-commerce is part of Beijing Douyin Technology Co., Ltd., established in 2016, focusing on providing a platform for users to discover and purchase quality products through engaging content [20]. - The risk rating for Douyin e-commerce is classified as R3+, indicating a high-risk status [22]. - In July, Douyin e-commerce accounted for 24.22% of total complaints across various e-commerce platforms, ranking second after Pinduoduo [23].

Core Points - Douyin E-commerce established a Safety and Trust Center and released its first governance announcement to crack down on illegal blind box marketing in live streams [1] - Since 2025, Douyin E-commerce has suspended over 4,000 related illegal live streams and removed more than 1,000 influencer accounts [1] - The platform emphasizes consumer rights protection and maintains a zero-tolerance policy towards illegal activities that disrupt market order [1] Summary by Sections Governance Actions - The platform has identified various forms of illegal marketing practices related to blind boxes, including selling self-packaged or reassembled products and misleading consumers into purchasing fixed-price items under the guise of blind boxes [1][2] - Douyin E-commerce has implemented strict measures against these violations, including warnings, product removals, live stream interruptions, account closures, and penalties [2] Consumer Protection - The platform has noted instances where influencers used misleading language to entice minors into making purchases, such as requiring consumers to declare "I am an adult, no returns or exchanges" to participate in live stream activities [2] - Douyin E-commerce plans to enhance its governance system by refining platform rules, clarifying live stream gameplay standards, and upgrading violation detection strategies to further combat illegal marketing practices [2]

Group 1 - The core viewpoint of the article highlights the significant role of Douyin e-commerce in nurturing quality live-streaming hosts, with a total of 291 hosts recognized as quality live-streaming rooms [1] - The fourth batch of quality live-streaming hosts was announced at the fifth China New E-commerce Conference, with 122 small and medium-sized hosts and merchants from Douyin e-commerce included [1] - The evaluation process is guided by the Central Internet Information Office and aims to promote the healthy development of the live-streaming industry [1] Group 2 - Douyin e-commerce has implemented nine support policies for merchants and brands, resulting in over 14 billion yuan in cost savings from January to June 2024 [1] - The number of small and medium-sized merchants achieving over one million yuan in live-streaming sales has increased by 120% year-on-year [1] - Small hosts with fewer than 300,000 followers contributed to half of the total live-streaming sales, with their sales increasing by 58% year-on-year [1] Group 3 - The article showcases successful examples of small hosts in niche markets, such as flower sales and traditional crafts, demonstrating their deep engagement in specific fields [2][7] - Agricultural live-streaming rooms are highlighted as vital links between rural areas and markets, with various initiatives boosting local product sales [11] - Established brands and traditional businesses are also leveraging live-streaming, with significant sales figures reported, such as over 10 million yuan in sales for a book promotion live-stream [15] Group 4 - Industry data indicates that live-streaming e-commerce is becoming a crucial driver of consumption growth, with online retail sales reaching 74,295 billion yuan in the first half of 2025, a year-on-year increase of 8.5% [16] - The live-streaming e-commerce market has grown 10.5 times from 2019 to 2023, with a gross merchandise volume (GMV) exceeding 4.5 trillion yuan in 2024, accounting for nearly one-third of online retail sales [16] - Experts suggest that specialized live-streaming rooms are reshaping the relationship between supply and demand, with ongoing improvements in policies and platform ecosystems expected to sustain the industry's growth [16]

Summary of Conference Call Notes Industry Overview - The conference call discusses the competitive landscape of the e-commerce and local services industry in China, focusing on major players such as Alibaba, Meituan, Douyin, and Pinduoduo [1][3][4]. Key Points on Companies Alibaba - **Core Advantages**: Alibaba's strengths in the pure e-commerce sector include its brand shelf logic and the 88VIP membership system, which has 50 million members contributing significantly to GMV [4][5]. - **Competitive Challenges**: Facing competition from Douyin and Pinduoduo, Alibaba needs to adjust its strategies to focus on actual payment growth and user experience rather than just GMV growth [1][8]. - **Investment in Local Services**: Alibaba has increased its local service subsidies, investing 50 billion in marketing, but the ROI on low-priced orders remains uncertain [10][12]. - **Future Direction**: The company must improve profit margins and cash flow while leveraging AI to enhance user experience and maintain high-value user groups [8][12]. Meituan - **Market Position**: Meituan holds a high market share in the food delivery sector and is optimistic about its future, particularly in expanding its overseas business [2][13]. - **Core Competence**: The company's strength lies in instant retail delivery, maintaining user loyalty through effective supply chain management [9][11]. - **Investment Opportunities**: Despite short-term profit adjustments, Meituan presents a good investment opportunity due to its low valuation and potential for ROE improvement [2][13]. - **Strategic Adjustments**: Meituan is focusing on enhancing relationships with merchants and improving supply chain capabilities, including initiatives in discount retail and logistics [10][11]. Douyin - **Growth Trajectory**: Douyin has rapidly expanded its e-commerce business, projected to grow by 25% to 30% this year, significantly outpacing the overall e-commerce market growth of 7% [6][3]. - **Content-Driven Model**: The platform's growth is primarily driven by content and brand advertising, with a focus on integrating short video content into its e-commerce strategy [6][3]. Pinduoduo - **Unique Strategy**: Pinduoduo differentiates itself by focusing on the supply chain, particularly with agricultural and private label products, using a subsidy strategy to enhance product value [7][3]. - **Investment Focus**: The company emphasizes product value over brand premium, appealing to cost-conscious consumers [7][3]. Additional Insights - **Market Dynamics**: The current competitive landscape has led to short-term profit reductions across the board, but companies are encouraged to return to their core business principles to enhance efficiency and competitiveness [14]. - **Long-Term Potential**: All discussed companies serve approximately 1 billion core e-commerce users, indicating significant potential for growth, especially in overseas markets [14].