新浪科技讯 10月10日晚间消息，抖音电商公布双11大促首日数据，商家发展势头强劲迎"开门红"，首 日参与活动并获得收入的商家数量同比增长75%，其中，销售额破亿元的品牌数量同比增长800%，销 售额破千万元的单品数量同比增长500%。 同时，创作者生态保持高增长，首日有超过10万个电商作者实现销售额同比增长200%。 此外，直播、商城、搜索、商品卡等多元场景协同发力。直播电商依旧是商家生意增长的重要动力。数 据显示，首日直播带动销售额同比增长66%，其中店播表现突出，店播销售额破百万元的商家数量同比 增长117%，破千万元的商家数量同比增长超过10倍。 除了直播场景外，货架场景成为今年双11的另一增长引擎。今年，抖音商城和搜索是消费者领取消费券 的主要入口。数据显示，首日抖音商城销售额同比增长211%，增长势头显著。搜索和商品卡也表现强 劲，首日搜索带动销售额破百万元的商家数量同比增长388%，商品卡带动销售额破百万元的商家数量 同比增长406%。 责任编辑：刘万里 SF014 ...

★ 宏观动态 ★ 工信部征求意见：开展卫星物联网业务商用试验，丰富卫星通信市场供给 工信部公开征求对《工业和信息化部关于组织开展卫星物联网业务商用试验的通知（征求意见稿）》的意见。 意见提出，通过开展卫星物联网业务商用试验，丰富卫星通信市场供给，激发市场主体活力，提升行业服务能 力，建立安全监管体系，形成可复制可推广的经验和模式，支撑商业航天、低空经济等新兴产业安全健康发 展，服务构建新发展格局。 央行发布9月中央银行各项工具流动性投放情况 10月10日，上交所官网发布的新开户数据显示，今年9月上交所A股新开户数达到293.72万户，环比增长 10.83%，同比增长60.73%。至此，今年前三季度A股新开户数合计已达2014.89万户，较2024年前三季度新开 户数1346.46万户同比增长49.64%。 英国前首相苏纳克，赴硅谷任职 据环球网援引英国《卫报》、路透社等媒体报道，英国前首相苏纳克已加入美国微软公司和美国人工智能(AI) 初创企业Anthropic公司担任高级顾问。《卫报》称，"英国商业任命咨询委员会(ACOBA)"当地时间周四(9日) 发布了上述消息。 路透社称，苏纳克本人同日在美国职业社交网 ...

图源：微博 今年以来，抖音电商有几次大的组织调整。4月，字节电商广告平台巨量千川的产品、产品运营人员从商业化部门转入抖音电商，生活服务营销平台巨量 本地推的产品、产运人员从商业化部门转入生活服务团队，而商业化部门则保留算法人员。 自此，抖音电商拥有了一个涵盖广告平台、一线销售、运营在内的完整商业化团队，同时拥有了更大的职权范围。比方说，抖音电商此后可以根据成交额 与电商广告的收入目标，来综合决定电商交易和电商广告在分配流量当中的占比。 8月中旬，消息称抖音电商将打通即时零售与电商业务，复用产品及履约能力，并且同步调整团队组织架构。 9月初，抖音再次突发重大调整：字节跳动将包括KA（大客户）直客等擅长电商效果广告的销售、行业运营团队划归至抖音电商部门，擅长品牌广告的销 售与运营，则继续留在商业化部门。 抖音电商动作不断 互联网存量时代，电商竞争趋近白热化的当下，各大平台都在积极调整自身，寻求更多突破。 前段时间，有市场消息称创始人张一鸣重回抖音一线，自去年下半年以来，他每个月都会召集字节核心管理层和AI项目负责人，进行复盘和讨论会。尽 管知情人士否认了"重回一线"这种说法，但张一鸣在集团内部的活跃，还是传递出了 ...

申请资质不达标会导致申请失败。不少机构在准备材料时存在疏漏，例如签约合同不规范、达人账号活跃度不足，或是未能提供有效的数据证明。更有甚 者，试图通过虚假包装或数据刷量来蒙混过关，这种做法不仅违反平台规则，还可能导致账号被永久拉黑。抖音的审核机制具备强大的数据识别能力，任何 不符合真实运营情况的操作都难以通过系统筛查。因此，机构在提交申请前，必须确保所有资料真实、完整且符合平台要求。 除了硬性资质外，机构的运营策略和内容定位同样重要。抖音电商强调"内容即商业"，这意味着机构不仅要擅长内容创作，还需具备成熟的商业化路径。例 如，能否为达人提供精准的选品建议，是否具备直播带货的执行能力，以及是否有成功的案例可供参考，都是平台评估的重要维度。一些机构虽然拥有大量 签约达人，但缺乏系统的培训体系和资源支持，导致达人变现能力弱，最终影响整体评估结果。 随着短视频行业的迅猛发展，抖音平台已成为众多内容创作者和商业机构争夺流量的核心阵地。越来越多的MCN机构意识到，入驻抖音电商不仅是拓展业 务的必要路径，更是提升品牌影响力和变现能力的关键一步。然而，尽管机会众多，实际入驻过程却并非一帆风顺。许多机构在提交申请时，往往因对规则 ...

Core Insights - The rapid growth of live-streaming e-commerce has raised significant governance challenges due to the "traffic-first" mentality, leading to various fraudulent activities and violations [2][3] - Platforms like Douyin are taking measures to address these issues by implementing strict regulations and community guidelines to define acceptable practices for creators and merchants [3][4] - The optimization of traffic allocation mechanisms is essential to support quality merchants while penalizing those who violate platform rules, thereby fostering a healthier ecosystem [4][6] Group 1: Industry Challenges - Live-streaming e-commerce has become a crucial driver of consumer spending, but the industry faces challenges from fraudulent practices, such as misleading promotions and false claims about products [2][3] - Instances of severe violations include accounts fabricating stories to gain sympathy and promote products, leading to bans and penalties [2] - The need for a systematic approach to governance is emphasized, as reactive measures alone are insufficient to prevent the emergence of problematic merchants [3] Group 2: Platform Initiatives - Douyin has taken proactive steps by issuing the "Douyin E-commerce Community Operation Guidelines," which clearly outline the expected conduct for creators and merchants [3] - The platform has reported addressing approximately 13 million violations in the past year and has indefinitely revoked the selling privileges of 470,000 violators [2][4] - The focus is on promoting a positive value system that attracts quality merchants while discouraging unethical behavior [3] Group 3: Market Dynamics - The majority of Douyin's e-commerce revenue is generated by small and medium-sized merchants rather than top influencers, highlighting the importance of a diverse merchant base [4] - In the past year, Douyin's e-commerce shelf GMV grew by 49%, with over 5.11 million new e-commerce creators and 5.36 million merchants earning income through the platform [4][6] - The platform has facilitated the emergence of industrial clusters, with five interest industry belts achieving over 10 billion yuan in annual transaction volume [6] Group 4: Future Outlook - The ongoing governance efforts are expected to stabilize the platform's ecosystem and promote sustainable growth by supporting compliant merchants, particularly small and medium-sized ones [6] - The shift from a focus on top influencers to a more inclusive approach for smaller creators is seen as a long-term strategy for expanding and stabilizing the live-streaming e-commerce sector [6]

Core Insights - Live e-commerce has experienced explosive growth, becoming a significant driver of consumer potential, but the "traffic supremacy" mentality has led to various issues within the industry [1][2] - Platforms face challenges in managing the influx of "black-red" merchants who exploit loopholes for traffic, prompting a need for better flow allocation mechanisms [1][3] - Regulatory measures are being implemented by platforms like Douyin to address violations, with over 13 million violations addressed and 470,000 violators banned in the past year [1][2] Group 1 - The rapid expansion of live e-commerce has raised concerns about the integrity of the industry, with instances of fraud and misleading practices emerging [1][2] - Platforms are taking steps to improve governance, such as Douyin's release of community operation guidelines to clarify acceptable practices for creators and merchants [2][3] - The desire for traffic drives some merchants to take risks, highlighting the need for platforms to support quality merchants while penalizing rule-breakers [3] Group 2 - The live e-commerce sector has become a vital force for job creation and consumer engagement, with Douyin reporting 70 million e-commerce videos viewed daily by 610 million users [5] - The platform has facilitated the emergence of industrial clusters, with five interest industry belts achieving over 10 billion yuan in annual transaction volume [5] - A shift towards supporting small and medium-sized merchants is seen as essential for the sustainable growth of the live e-commerce ecosystem [5]

Group 1 - The core viewpoint of the announcement is that Douyin E-commerce is intensifying efforts to combat external transaction fraud through QR codes, highlighting a significant crackdown on such activities [1] - The platform has cleared 344 non-compliant stores as part of its special governance initiative against fraudulent practices [1] - Typical cases involve merchants luring users with "low-priced products" or "part-time job" offers, leading them to scan QR codes for money transfers, ultimately resulting in scams [1] Group 2 - Douyin E-commerce plans to enhance its verification process for new entrants and strengthen risk control inspections [1] - The company will collaborate with relevant authorities to conduct offline crackdowns to protect consumer rights and ensure a safe e-commerce transaction environment [1]

Core Viewpoint - Douyin E-commerce has launched a special governance initiative to combat QR code fraud, focusing on the removal of fraudulent stores and implementing penalties for related merchants [1] Group 1 - Douyin E-commerce's Security and Trust Center announced the second phase of its crackdown on traffic fraud on September 25 [1] - The platform has removed 344 non-compliant stores as part of this initiative [1] - Measures taken against related merchants include freezing funds, halting settlements, and deducting penalties [1]

Core Viewpoint - Douyin's e-commerce business has shown significant growth, with a GMV increase of 34% year-on-year, indicating a strong performance amidst a slowing overall e-commerce market [5][6]. Group 1: E-commerce Growth - Douyin's e-commerce GMV reached approximately 3.5 trillion yuan in 2024, with a year-on-year growth rate of 30%, demonstrating resilience in a challenging market [6]. - The shelf e-commerce segment has outperformed, achieving a GMV growth of 49%, which is higher than the overall e-commerce growth rate [6]. - During the 618 shopping festival, Douyin's shelf e-commerce GMV was around 200 billion yuan, accounting for nearly 50% of its total e-commerce sales [6]. Group 2: Strategic Adjustments - Douyin has shifted its strategy to focus on reducing merchant operating costs as a core business goal for 2025, aiming to support merchant growth [8]. - The integration of the algorithm teams from Douyin and Juyuan Qianshu into Douyin e-commerce signifies a move towards a more cohesive approach to managing GMV and enhancing user experience [9]. - Douyin has implemented various merchant support policies, including optimizing algorithm mechanisms to improve traffic distribution accuracy and reduce return rates [9][10]. Group 3: Market Positioning - Douyin e-commerce is not engaging heavily in the instant retail competition, choosing instead to concentrate resources on enhancing its e-commerce services and user experience [11]. - The misconception that top influencers contribute significantly to GMV is addressed, revealing that influencers with over a million followers account for only about 9% of total GMV, while those with fewer followers contribute around 21% [11]. Group 4: Upcoming Promotions - Douyin e-commerce has launched a 57-day promotional campaign for the Mid-Autumn Festival and Double 11, marking a new phase of growth for the platform [12].

作者 | 李小霞 编辑 | 乔芊 36氪独家获悉，过去一年（2024年8月-2025年7月）抖音电商GMV同比增长34%。 其中，货架电商的成绩突出。据抖音官方消息，过去一年抖音货架电商GMV 同比增长49%，高于电商 整体增速。 此前36氪曾报道，2024年抖音电商GMV约为3.5万亿元，同比增幅30%。这意味着，今年在电商行业增 速整体趋缓的情况下，抖音电商依然保持着稳定增长。 货架电商的高速增长，离不开抖音电商对货架电商的补贴。据36氪独家了解，今年618期间，抖音货架 电商就交出了不错的成绩，超出预期目标，GMV在2000亿元左右，占比接近50%。 抖音方面对以上数字表示不予回应。 2022年年中，抖音电商提出将"兴趣电商"升级至"全域兴趣电商"，先后推出抖音商城页卡，以及独立 APP等，彼时，抖音电商总裁魏雯雯宣布将重点发力商城和搜索，新场域即货架电商未来占比要在50% 以上。 这从今年以来，抖音电商的一系列调整也能看出端倪。 今年3月，36氪曾独家报道，巨量千川被整体并入抖音电商，成为其二级部门，此前分别服务于巨量千 川和抖音电商的两个算法团队，也被整合到一起。 巨量千川被并入抖音电商，意味着它不 ...