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]

又一年双11落下帷幕。时至今日，一个核心问题变得清晰：商家今天究竟需要一个怎样的双11？ 曾经追逐瞬间交易额暴涨的狂热已然降温，商家们的态度表明了一切。他们要的不仅是一个销售冲刺的节点，更是一个能让他们的自主规划确定性落地、生 意大盘持续增长、并积累品牌长期资产的舞台。他们渴望的是，掌握增长的"主动权"。 一旦掌握增长主动权，双11就会变成"如何主动设计"的战略课题。大促的意义，即转向商家如何利用它，来为自己创造价值、创造叙事、创造增量。 复盘今年双11，我们发现，越来越多的商家正在抖音电商找到增长的主动权——这得益于店播和货架的双轮驱动，亦来自商家精心耕耘品牌生意获得的终极 回报，即消费者对品牌的认知和深厚信任。 他们把店播当作生意第一阵地。双11期间，销售额破千万的店播数量同比增长53%，52万个商家的店播销售额翻倍。 他们认真做好货架场的常态化经营。双11当天，平台整体的货架场销售额爆发225%。 双11当日 搜索销售额爆发 0 在这个让品牌充分掌握经营主动权的生态场域，6.7万个品牌销售额翻倍，销售额破亿的商品数量同比增长129%。 -12 17 全速增长, 品牌爆发 ← 品牌销售额翻倍 破亿商品数量 ...