北京商报讯（记者 魏蔚）1月8日，抖音电商发布2026年"九大商家扶持政策"升级方案。平台将在原有 政策基础上持续加大投入，围绕商家经营全流程，从成本、流量、转化、履约、技术与治理等方面系统 性升级，着力提升商家经营的长期确定性。九大商家扶持政策是抖音电商2025年初首次推出的扶商计 划，公开数据显示，过去一年该平台通过商品卡免佣、多类目免佣、降低运费险、小商家扶持基金等多 项举措累计为商家节省成本超过320亿元。 ...

报告显示，县域实体经济厂家借助抖音电商，不仅逐步建立品牌影响力，还推动了当地产业链的升级和 数字化转型。以来自青岛平度彩妆产业带的桃花优品睫毛工厂为例，在抖音电商平台的帮助下，突破了 线下实体店销售停滞不前的瓶颈，凭借直播电商的爆单效应，推动工厂完成数字自动化转型。 在发布会上，官歆然表示："未来一年，平台将继续为商家提供包括0元入驻、商品卡免佣、专属激励政 策以及中小商家专项基金等支持措施，帮助更多兴趣产业带的中小商家在平台上实现快速增长。"此 外，抖音电商还将在政策和资源方面加大投入，特别是针对小众宠物相关品类、非遗等具有潜力的行 业，为商家提供更全面的资源支持。 抖音电商兴趣产业带的发展不仅推动了商家的业绩增长，也显著促进了县域经济和地方产业带的升级。 报告显示，2025年，抖音电商上销售额超过1亿元的兴趣产业带共有491个，其中108个来自县城，县域 兴趣产业带贡献了1/4的销售额。浙江金华永康厨具产业带、青岛平度彩妆产业带等位居县域产业带销 售额的前列。浙江金华永康和武义，吉林长春九台和宽城，安徽芜湖鸠江和镜湖等地出现了聚集型产业 带向临近县域辐射的情况，线上电商持续刺激县域实体经济新增量。 12月 ...

据报告，抖音电商兴趣产业带超过23500个，其中过去一年订单量超亿的有9个，成交额同比增长近千亿 元。兴趣产业带是平台上贡献增量最多的商家群体。 过去一年，全国各地超过6000个县域兴趣产业带加入抖音电商，平台见证了超过9800家商家销售额从零 增长到百万元，超过200家商家销售额从百万元增长到亿元。其中，涌现了超过9200个新锐品牌，近 1300个新锐品牌的成交额同比增长超过285%。兴趣产业带的快速发展得益于平台算法精准推荐，快速 捕捉到感兴趣的消费者，推动小众商品和传统行业的增长。 抖音电商借助算法推荐，将传统非遗商品精准推送到感兴趣的年轻消费者面前，并通过短视频和直播展 示商品背后的文化故事、工艺细节和使用场景。过去一年，抖音电商兴趣产业带非遗商家销售额同步增 长219%，持续助力非遗"活态传承"。 在抖音电商，消费者已经养成"看后买、搜后买、买后晒"的购物习惯。这种购物模式帮助宠物、玩具、 童装等升级型消费商家精准找到潜在消费者，从而推动销量增长。据报告，过去一年，户外种草视频带 动户外童装面料持续升级，其中三防面料童装销售额同比增长78%，动销货品同比增长超100%。 抖音电商兴趣产业带的发展不仅 ...

12月17日，由抖音电商主办的娱乐创作者年度盛典在江阴飞马水城盛大启幕。本次盛典以"信息发布、资源链接、生态共建"为核心，汇聚全国300家娱乐达 人团队、200家品牌代表及10家顶尖机构等生态圈代表，聚焦平台新流量机制下的生态变革与产品功能赋能，现场重磅发布"星娱计划"商达合作、任务赛道 等核心扶持政策，助力品牌提前锁定年货节合作资源。 据悉，这是抖音电商盛会首次落地非省会城市，江阴飞马水城的选址兼具文化底蕴与产业价值：飞马水城不仅是国家体育旅游示范基地，集马术表演、赛事 及休闲度假于一体的文商体旅综合体，更是无锡"飞马直播电商小镇"的核心载体，以"直播大舞台、国货直播基地、夜经济商圈再造"三大IP引擎联动多元产 业生态，实现"文旅价值+流量转化+商业变现"深度融合，与本次盛典"娱乐内容电商"的主题高度契合。 活动现场（海澜集团供图） 盛典启幕前，独具特色的"红毯仪式"精彩上演：与会者和世界名马同框，在园区打卡互动，现场处处皆为直播间，达人们纷纷预约"飞马梦想舞台"开启直 播，让参会者沉浸式感受飞马水城的文化魅力；仪式同步集中展示抖音电商多元娱乐作者形象，涵盖明星、剧情、音乐、舞蹈、游戏等垂类代表，彰显平台 ...

2025年12月15日，抖音电商宣布进一步加强平台内容治理，针对以 "打假""测评""揭黑" 为名发布虚假 信息、炒作热点事件并谋取不当利益的行为，出台了新的平台规范及行为管理规定。该举措旨在净化平 台经营环境，保护消费者权益。 根据抖音电商新规，平台将严格规范创作者发布涉及"打假""测评""揭黑"等类别内容，须以科学依据、 行业标准和客观事实为基础，不得发布虚假信息误导公众，且需确保行为不涉及不当获利。 此次新规已经开始试运行，正式生效时间为2026年2月1日。抖音电商相关负责人表示，平台将根据实际 执行情况进一步优化和调整相关规范，推动构建更加安全、透明的电商环境。 财经频道更多独家策划、专家专栏，免费查阅>> 责任编辑：栎树 具体来看，抖音电商要求，创作者开展 "打假" 或 "测评" 行为时，须提供充分事实依据，且不得在同类 领域售卖相关商品或知识付费课程，避免引发 "边打假边带货" 的质疑。平台明确，若创作者发布的内 容因缺乏科学依据或涉嫌侵权，遭到多次投诉或被下架，同时存在上述商业变现行为，其账号将被列为 "争议账号"，平台将关闭该账号的内容加热及商业变现功能，如电商带货、广告合作等。 此外，公告还 ...

"抖音电商已告别'一招鲜吃遍天'的粗放时代，进入全域运营与专业化竞争的新阶段，店播崛起、内容 正向化、垂类细分等成为抖音电商的核心趋势，在直播电商的下半场，品牌商家破局的关键在于技术提 效、紧跟平台生态并聚焦精准人群。"近日，抖音电商头部服务商祈飞网络创始人兼首席执行官萧飞在 接受证券时报记者专访时表示。 在电商行业整体进入存量发展的当下，抖音电商后来居上，加速电商行业洗牌。中信证券测算的数据显 示，今年"双11"期间(10月9日—11月11日)，电商大盘GMV(成交总额)同比增速在10%—12%，抖音电商 为20%—25%，远高于大盘，其他平台增速普遍在个位数。 数据显示，作为抖音电商头部服务商，在整个"双11"大促期间，祈飞网络整体GMV突破23亿元，同比 增长65.7%。研判行业趋势，萧飞认为，抖音电商的内容生态正走向正向化与专业化，其商业生态会愈 发完善，在竞争激烈的抖音电商服务商赛道，技术与专业化运营将成为竞争的核心壁垒。 店播是电商生态成熟的必然结果 今年"双11"大促直播电商展现众多新特点，其中"店播站上C位"成为最大变化之一，这一变化在抖音平 台表现得更为显著。抖音电商平台发布的数据显示，今年 ...

Core Insights - The 2025 "Double 11" sales event saw record-breaking sales across major e-commerce platforms, with 67,000 brands doubling their sales year-on-year and over 100,000 merchants achieving similar results through live streaming [1] - The event demonstrated a multi-win scenario where promotional subsidies stimulated consumer demand, leading to significant economic growth, evidenced by a 129% increase in products with sales exceeding 100 million yuan and a 53% increase in live streaming stores with sales over 10 million yuan [1] Group 1: Support for Small and Medium Enterprises (SMEs) - This year, over 20,000 merchants participated in the "Double 11" event for the first time, achieving live sales exceeding 1 million yuan, indicating a shift where SMEs are becoming a significant growth force [2] - The platform implemented various supportive measures for new merchants, including zero-cost entry, multi-store registration with one certificate, reduced security deposits, and traffic subsidies, facilitating rapid business initiation [2] - In the first ten months of the year, the platform saved merchants over 25 billion yuan through a comprehensive support plan that included commission waivers and refunds on promotional costs [2] Group 2: Cost Reduction and Efficiency - The platform's initiatives to lower shipping insurance costs have saved merchants over 6 billion yuan, enhancing order conversion efficiency and reducing after-sales costs, thereby improving the shopping experience for consumers [3] - A clothing brand reported a 60% reduction in shipping insurance costs compared to the previous year's peak, alleviating concerns related to high return rates in the apparel industry [3] Group 3: Economic Growth through Content E-commerce - The supportive policies have fostered a more inclusive platform ecosystem, encouraging SMEs to innovate and invest with lower trial costs [4] - An example of successful innovation is a young entrepreneur who developed a dual-chamber hand warmer based on user feedback, achieving over 60,000 sales within ten days of launching during "Double 11" [4] - The platform's content-driven approach allows SMEs to compete fairly, enabling them to stand out through viral short videos or engaging live streams [4] Group 4: Cultural Heritage and Economic Impact - A project documenting traditional crafts on the platform has seen a 200% increase in revenue since its launch, showcasing the potential of integrating cultural heritage products into everyday consumer life [5] - The relationship between SMEs and the platform is symbiotic, where the vitality of small businesses contributes to overall economic stability and growth [5] - The platform's supportive measures not only reduce burdens on SMEs but also inject innovation, facilitating a strong presence for these businesses during major sales events [5]

Core Insights - The article discusses the evolution of the Double 11 shopping festival on Douyin, highlighting innovative strategies brands are using to engage consumers and drive sales [2][3][25] - It emphasizes the shift from traditional sales tactics to a focus on value co-creation and long-term brand building through live streaming [13][15][23] Group 1: Brand Engagement Strategies - Brands are leveraging live streaming to create immersive experiences, such as integrating short dramas and performances into their broadcasts, which enhances consumer engagement [6][11][9] - The use of "variety show expressions" in live streaming has become a key growth strategy, with programs like "Double 11 Sprint" featuring popular entertainment figures to attract viewers [11][13] - Successful live streaming events have led to significant sales increases, with 52,000 merchants doubling their sales during this year's Double 11 [15][28] Group 2: Operational Changes in E-commerce - The article notes a critical shift in brand management, where brands regain control over their marketing strategies, moving away from reliance on external influencers [14][23] - The profit structure is healthier in live streaming, allowing brands to allocate profits flexibly, enhancing consumer value while investing in content innovation [14][15] - The integration of content and commerce has improved efficiency, with a 225% increase in sales on the platform during Double 11, demonstrating the effectiveness of the "content-driven commerce" model [18][20] Group 3: Long-term Value Creation - The article highlights that the content created during Double 11 will continue to drive traffic and sales long after the event, emphasizing the importance of content as an asset [22][28] - Brands are increasingly recognizing that their investments during Double 11 contribute to long-term growth and brand equity, rather than just immediate sales [23][31] - The ecosystem on Douyin is evolving to support diverse business models, allowing smaller and mid-sized brands to thrive without heavy reliance on high-intensity advertising [27][28] Group 4: Future Outlook - The future of e-commerce competition will focus on ecosystem resilience and operational efficiency rather than just short-term sales figures [31][32] - The article suggests that the evolving Douyin ecosystem will continue to foster deeper connections between brands and consumers, driven by high-quality content and emotional engagement [31][32]

Core Viewpoint - Douyin has refuted rumors regarding penalties for selling Moutai below market prices, clarifying that the reports are misinterpretations of their actions against false advertising and suspicious low-price behaviors [1][1]. Summary by Sections Douyin's Response to Rumors - On November 10, media reported that Douyin would penalize sellers of Moutai if prices were below market rates, including promotions by influencers [1]. - Douyin's e-commerce representative stated that these claims are false and represent a misunderstanding of their policies [1]. Actions Against False Advertising - Douyin announced a crackdown on merchants and influencers using "fake low-price Moutai" for misleading promotions, which have led to consumer complaints [1]. - The platform emphasized that the rumors are easily identifiable and criticized media for continuing to spread them despite official denials [1]. Legal and Ethical Stance - Douyin called for consumers, merchants, and media to respect the truth and avoid spreading rumors, highlighting the importance of maintaining a healthy online environment [1]. - The company warned that it would take legal action against those who intentionally spread false information and distort facts [1].

Core Viewpoint - Douyin's e-commerce division has clarified that rumors regarding penalties for selling Moutai below market price are false, attributing the misunderstanding to misinterpretation of recent actions against false advertising [1] Group 1: Regulatory Actions - Douyin e-commerce has initiated a special campaign to combat false advertising, particularly targeting businesses and influencers using "false low prices" as a marketing tactic [1] - The platform has identified and banned over 100 listings of abnormally low-priced products and restricted 52 merchants for violating pricing regulations [1] Group 2: Market Impact - Reports indicate that liquor merchants have been notified that selling Moutai below market prices will result in penalties, with a strict stance against any pricing that raises suspicions of counterfeit products [1] - The crackdown aims to eliminate deceptive marketing practices, including selling limited quantities at low prices to attract customers [1]