8月22日，抖音电商安全与信任中心公布引流欺诈典型案例并同步治理进展。近年来，随着网络诈骗手 法不断翻新，相关违法违规行为已蔓延至包括电商在内的多个场景，严重侵害消费者权益，破坏正常交 易秩序。公告显示，今年以来抖音电商已处置违规商家4万余家、违规达人5万余名。 直播间目前最常见的引流诈骗手段包括，部分商家以低价商品为诱饵，在直播或商品详情页中引导消费 者脱离平台交易，要求通过陌生手机号转账，或以"售后补偿"名义诱导下载第三方应用，实施大额诈 骗。消费者在此过程中不仅遭受财产损失，还存在个人信息泄露风险。 公告显示，典型的违规手法还包括，商家以"炒股工具"为掩护，引导消费者添加客服，并通过第三方聊 天软件诱导用户参与所谓"内部炒股计划"。还有商家利用虚拟商品作为幌子，要求用户通过陌生账户充 值，以"兼职代付"或"激活会员"为由骗取钱款等。 为进一步保障消费权益，抖音电商表示已全面升级针对引流诈骗的风险识别与处置机制。如，平台通过 大模型实时识别诈骗商家的引流意图，及时清退违规商家并冻结货款，限制其账号登录。同时，加大日 常巡逻，一旦发现违规，立即中断直播，进一步核实处置。此外，平台还建立了针对用户的反诈提醒机 ...

抖音电商近日宣布了一项针对团伙式虚假宣传行为的严厉打击成果。据悉，自2025年7月以来，该平台 已处理超过3.2万个涉及虚假宣传及相关违规的账号。 针对上述违规行为，抖音电商依据相关管理规则，对涉事账号及其关联商家、网红采取了严厉措施，包 括关闭电商带货权限和冻结佣金提现等。平台方面表示，未来将进一步完善识别和处置机制，通过技术 手段与人工巡查相结合的方式，对虚假宣传和团伙违规等问题保持高压态势。 抖音电商呼吁商家和网红诚信经营，共同推动电商环境的公开、公平与透明。平台强调，只有通过诚信 经营和公平竞争，才能为消费者提供更优质的商品和服务，促进电商行业的健康发展。 虚假宣传问题长期以来一直是电商行业治理的棘手难题。抖音电商安全与信任中心指出，一些不法商家 和网红利用"账号矩阵"和"话术模板"等手段，批量制造并散布虚假信息，误导消费者，从而非法获利。 为了应对这一问题，抖音电商安全与信任中心启动了一项专项治理行动，旨在前置拦截和集中整治虚假 宣传、售卖劣质商品或假货，以及"养号""囤号"等违规行为。 在公布的典型案例中，虚假宣传问题主要集中在冲饮类和去颈纹类产品的销售过程中。一些账号在直播 间暗示冲饮商品具有祛 ...

Core Viewpoint - Douyin e-commerce has initiated a crackdown on false advertising in live streaming, resulting in significant penalties for violators [1] Group 1: Regulatory Actions - Since May, nearly 37,000 influencers have had their selling privileges permanently revoked [1] - A total of 1,778 non-compliant merchants have been expelled from the platform [1] Group 2: Types of Violations - The crackdown primarily targets false marketing practices that harm consumer rights, including "short weight" and misleading claims about product efficacy [1] - Typical violations involve influencers using false descriptions of product specifications, weight, size, and exaggerating product benefits to deceive consumers [1]

Core Insights - Douyin e-commerce is transforming niche interests into a billion-dollar market, with significant growth in interest-driven industries across China [1][2][12] - The report indicates that five cities have surpassed a GMV of 10 billion yuan, with 57 cities crossing the 1 billion yuan threshold [1] Group 1: Market Growth and Trends - Douyin e-commerce has seen a 39% year-on-year increase in the number of merchants in interest industries, with over 14,000 merchants achieving a GMV of over 1 million yuan through live streaming [8] - The platform has enabled niche markets, such as rare fish and outdoor gear, to thrive by connecting them with a broader audience through content-driven strategies [2][3] - The interest economy is being fueled by younger consumers who prioritize emotional value and self-expression through their purchases [3][12] Group 2: Case Studies of Success - A water product merchant expanded from 80 square meters to 3,000 square meters, achieving next-day delivery across regions, showcasing the platform's ability to break geographical limitations [2] - The domestic perfume brand "Danei Miten" has seen significant success, with a 160,000 follower base and a top-selling product achieving sales of 30,000 sets [6] - The Hanfu brand "Xinghe Hange" experienced a surge in sales from 200,000 to 1.5 million yuan daily, necessitating supply chain upgrades to meet demand [6] Group 3: Platform Features and Support - Douyin e-commerce's "visual selling" capability allows products to be showcased dynamically, enhancing consumer trust and breaking down information asymmetries [3][7] - The platform is launching support initiatives for interest industries, including zero-cost entry for new merchants and promotional fee refunds to enhance operational efficiency [12] - Douyin e-commerce is fostering community engagement and product co-creation, which strengthens brand loyalty and market presence [7][12] Group 4: Economic Impact - The interest economy is becoming a significant driver of China's high-quality economic development, with over 150 million transactions occurring daily on the platform [12] - Traditional industries, such as ceramics from Jingdezhen, are revitalized through Douyin e-commerce, merging heritage techniques with contemporary consumer needs [11][12] - The platform's ability to connect niche markets with a national audience is creating a multi-polar development landscape across various regions in China [8][11]

Core Viewpoint - Douyin E-commerce has implemented new measures to reduce the entry and operational costs for merchants, including a "0 yuan entry" policy and significant reductions in deposit requirements, aimed at supporting small and medium-sized businesses. Group 1: New Merchant Policies - Douyin E-commerce has introduced a "0 yuan entry" policy for new merchants, allowing them to join the platform without paying a deposit initially, with the option to gradually recharge the deposit based on their sales performance [1] - The "0 yuan entry" feature has been expanded to all categories, following a previous rollout in February for 1,345 subcategories, significantly easing the financial burden on new merchants [1] Group 2: Deposit Reductions - The basic deposit requirements have been significantly reduced, with new tiers set at 500 yuan, 2,000 yuan, and 5,000 yuan based on the merchant's previous month's GMV of 50,000 yuan and 100,000 yuan, representing an average reduction of 75% [2] - Merchants can withdraw excess funds from their deposit accounts weekly after the new regulations take effect [2] Group 3: Simplified Deposit Rules - The deposit collection rules have been simplified to be based solely on GMV, eliminating the previous linkage to specific categories, allowing merchants to adjust their business strategies without affecting their deposit obligations [3] Group 4: Consumer Protection and Compliance - Douyin E-commerce has committed to implementing risk control measures to protect consumer rights and maintain a fair competitive environment [4] - The platform has initiated a crackdown on false advertising, particularly in categories like food and hardware, and will restrict merchants with a history of violations from participating in the "0 yuan entry" program [5][8] - The platform will continue to monitor and address false advertising in various promotional contexts, with penalties for organized and malicious violations [10]

Core Viewpoint - Douyin E-commerce has implemented new measures to reduce the entry and operational costs for merchants, including a "0 yuan entry" policy and significant reductions in deposit requirements, aimed at supporting small and medium-sized businesses. Group 1: New Merchant Policies - Douyin E-commerce has introduced a "0 yuan entry" policy for new merchants, allowing them to join the platform without paying a deposit initially, and only requiring a deposit once their order volume exceeds 200 or total order value exceeds 10,000 yuan [1] - The "0 yuan entry" feature has been expanded to all categories, following a previous rollout in February for 1,345 subcategories, significantly alleviating the financial burden on new merchants [1] Group 2: Deposit Reductions - The basic deposit requirements have been significantly lowered, with new tiers set at 500 yuan, 2,000 yuan, and 5,000 yuan based on the previous month's GMV of 50,000 yuan and 100,000 yuan, representing an average reduction of 75% [2] - Merchants can withdraw excess funds from their deposit accounts weekly after the new regulations take effect [2] Group 3: Simplified Deposit Rules - The deposit collection rules have been simplified to be based solely on GMV, rather than being tied to specific categories, allowing merchants to adjust their business strategies without affecting their deposit obligations [3] Group 4: Consumer Protection and Compliance - Douyin E-commerce has committed to implementing risk control measures to protect consumer rights and maintain a fair competitive environment [4] - The platform has initiated a crackdown on false advertising, particularly in categories like food and hardware, and will restrict merchants with a history of violations from participating in the "0 yuan entry" program [8][10] - The platform will continue to monitor and address false advertising practices, focusing on organized and malicious violations, and will periodically publish lists of violators [10]

Core Insights - Douyin E-commerce is investing significant resources in cash subsidies and traffic support to enhance merchant efficiency and drive business growth during the 2025 618 shopping festival [1] Group 1: Support Policies - Douyin E-commerce has implemented nine major support policies aimed at reducing operational costs for merchants, including commission waivers, reduced shipping insurance, and promotional fee refunds, resulting in over 8 billion yuan in subsidies to merchants in the first four months of the year [1][3] - In April alone, the platform saved merchants over 2.5 billion yuan in costs through these initiatives [1] Group 2: Content and Merchant Exposure - The "Douyin E-commerce Good Content Plan" was launched to encourage creators to share quality content, providing additional traffic incentives for marked "good content" [2] - The "Treasure Small Shop" initiative aims to support small merchants through certification, marketing, and exposure, attracting over 8,300 merchants and generating 620 million views for 525,000 products [2] Group 3: Commission and Fee Reductions - Douyin E-commerce has extended the commission return period for various categories until July 31, 2025, saving merchants over 4.5 billion yuan through commission waivers in the first four months [3] - The platform has introduced a refund and fee subsidy policy to help merchants reduce advertising costs and improve return rates [3] Group 4: Merchant Experience and Governance - Douyin E-commerce is enhancing transparency and merchant experience by addressing pain points such as shipping delays and empowering merchants with more autonomy [4] - The platform has a zero-tolerance policy for false advertising and has opened over 100 categories for customer authentication services, working with law enforcement to combat counterfeit goods [4]

Group 1 - Douyin E-commerce announced nine support policies with significant cost savings for merchants, exceeding 2.5 billion yuan in April alone and over 8 billion yuan in the first four months of the year [1] - During the upcoming 618 shopping festival, Douyin E-commerce plans to invest in cash subsidies worth billions and provide traffic resources worth hundreds of billions, continuing to implement merchant support policies such as commission-free product cards and reduced shipping insurance [1] - The company is enhancing incentives through its Qianchuan program as part of its ongoing support for merchants [1]