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On September 21, at the Douyin Creator Conference E-commerce Author Exchange Session held in Haining City, Zhejiang Province, data released by Douyin E-commerce showed that more and more e-commerce authors are joining in, and live commerce has become a new career choice for ordinary people, changing personal lives and contributing new increments to economic development.
New Careers Bring New Opportunities, Live Commerce Releases New Increments
Lin Anya, head of Douyin E-commerce’s content ecosystem, revealed on site that over the past year, the GMV of Douyin E-commerce’s shelf scenario increased by 49% year-on-year. At the same time, more than 5.11 million newly registered e-commerce authors and 5.36 million new merchants earned income through the platform. On average, 1.25 million e-commerce live streams are broadcast daily, watched by more than 300 million people. Live commerce is becoming an important force driving employment and consumption.
Behind these numbers are the tangible changes that live commerce has brought to ordinary people. @Xiao A Ruan, a “flower second-generation” who returned from a big company to start a business, used e-commerce live streaming to bring high-quality Kunming flowers to the whole country; @Zhou Jianming, a national intangible cultural heritage representative inheritor of olive pit carving, has practiced the craft for 50 years and attracted young people to traditional crafts through live streaming; @Masinuo, an agriculture, rural areas and farmers creator, held “press conferences” in the fields, switching between Chinese and English to introduce agricultural products, and successfully sold 50,000 kg of Baby Pumpkins.
Live commerce not only changes the life circumstances of individuals but also shows a trend of industrial expansion. Categories such as flowers, books, intangible cultural heritage, and agricultural specialty products have gained new markets through live streaming, while interest industry belts such as new Chinese-style clothing, pet supplies, and trendy play cultural and creative products have grown on live commerce. Data shows that 70 million e-commerce videos are watched by more than 600 million people every day, and “watching while buying” has become the norm for consumers; 5 interest industry belts in China have exceeded 10 billion yuan in annual transaction volume on Douyin E-commerce, and 57 industry belts have sales exceeding 100 million yuan, forming an industrial agglomeration effect and driving new increments in the real economy.
From a survey by the Institute of Finance and Economics Strategy of the Chinese Academy of Social Sciences, live commerce is one of the fastest-growing innovative business models in China in recent years, contributing 80% of the increment of the entire e-commerce sector. Professor Li Yongjian, an expert from the institute, believes that this new business form is not only a new choice for ordinary people’s employment but also an important force for the growth of China’s digital economy.
Lin Anya said that through inclusive value, live commerce allows more ordinary people to share the dividends brought by technological development, gain new careers and new incomes; at the same time, in the process of expanding consumption scenarios and industrial scale, it is also injecting new increments into economic development.
At the venue, the Douyin E-commerce Author Operation Team also communicated with creators such as Duoyu and Maomaojie, Huang Zitao, and He Maozhu. The creators generally agreed with Douyin E-commerce’s direction of encouraging high-quality content creation. The consensus is that on Douyin E-commerce, only by creating real and useful content, valuing users’ feelings, and moving users with content can we truly drive transaction growth.
New Regulations Released, Compliant and Good Content Authors Get More Development Opportunities
While developing rapidly, the standardized governance of live commerce is also continuously strengthened.
At the conference, Douyin E-commerce released the “Douyin E-commerce Community Operation Regulations” (hereinafter referred to as the “Regulations”) for the first time. This is the first time the platform has clearly defined the directions of advocacy and opposition in an institutionalized form, delimiting the business boundaries for creators and merchants. The “Regulations” establish six core principles: “abide by laws and regulations, operate compliantly, be true and reliable, fulfill promises in good faith, be professional and interesting, and be diverse and beautiful” as the basic guidelines for content creation and operation.
Lin Anya emphasized at the meeting that the importance and complexity of platform governance work are unprecedented. “We are determined to promptly regulate operators who do not aim at creation and have poor content, so that authors who create seriously and fulfill promises in good faith can get more opportunities.” She emphasized that the long-term value of live commerce lies in a healthy and sustainable ecosystem. The platform hopes that creators will not only pursue short-term monetization but also take live commerce as a long-term career, adhere to long-termism, and accumulate word-of-mouth and trust with high-quality content and honest operation.
Data shows that over the past year, Douyin E-commerce has handled more than 13 million illegal content videos and permanently revoked the live commerce rights of 470,000 illegal authors. Tang Juan, head of Douyin E-commerce’s author governance and experience, introduced that some accounts have engaged in behaviors such as false story marketing, price violations, exaggerated effects, and virtual persona misleading, all of which have been punished. She said that truthfulness and reliability are the foundation of trust, and fulfilling promises in good faith is the way to long-term business. The platform requires creators to strictly select products, express truthfully, and deliver goods in a timely manner.
In addition to drawing red lines, Douyin E-commerce is also increasing positive support. To encourage creators to produce high-quality content, the platform has established a dual judgment dimension of “transaction value” and “content quality”, committed to “calculating clearly” the direct and indirect value generated by each video content, and in distribution recommendations, giving more traffic to the content with the greatest total value. “Content that does not let users directly open the shopping cart to place an order but indirectly stimulates and guides users to transact in other scenarios is at a disadvantage in distribution. But in the future, our underlying mechanism will encourage content with the greatest global value more.” Lin Anya introduced.
In terms of data disclosure, the platform will allow authors to more clearly see the various values of their content and help them analyze and optimize their creations. Data shows that from July to August this year, 270,000 authors and merchants participating in the test on Douyin E-commerce increased their daily contributions by 21%, while traffic and transaction volume increased by double digits.
Douyin E-commerce “Transaction Value” Analysis
Content with higher comprehensive value on the Douyin E-commerce platform will get distribution opportunities and traffic support. Since April this year, more than 30,000 high-quality authors have received platform traffic support, with an average of more than 60,000 new exposures per author. For different types of creators, the platform has upgraded special plans: the “Star Entertainment Plan” for entertainment categories, the “Expert Plan” for vertical fields, and special support for new and potential creators. At the same time, the “Good Looking Plan” continues to advance, the platform has also launched functions such as “Mark Everything” and “Buyer Show”, and released AI efficiency improvement and information transparency tools to help creators improve efficiency.
Industry insiders believe that the release of the “Douyin E-commerce Community Operation Regulations” marks a key step in the institutional construction and ecological governance of live commerce. It is not only a rule document but also a common contract: “zero tolerance” for illegal behaviors and “strong support” for serious operation. As more and more ordinary people obtain new careers and incomes through live commerce, and as governance norms and support measures are continuously implemented, live commerce is moving towards a healthier and more sustainable development track and continuing to contribute new increments to economic development.
