Douyin Livestreaming Shops: A New Engine Driving the Digital Transformation of the Real Economy

Tech 2025-02-25 17:38:14 Source: Network

Douyin Livestreaming Shops: A New Engine Driving the Digital Transformation of the Real EconomyOn February 25, 2025, Douyin e-commerce held an event themed "New Norm for Livestreaming Shops, New Growth for Businesses." Data released at the event showed that the livestreaming shop model on Douyin e-commerce has exhibited strong growth over the past year, creating significant commercial value for merchants and effectively driving the digital transformation of the real economy

On February 25, 2025, Douyin e-commerce held an event themed "New Norm for Livestreaming Shops, New Growth for Businesses." Data released at the event showed that the livestreaming shop model on Douyin e-commerce has exhibited strong growth over the past year, creating significant commercial value for merchants and effectively driving the digital transformation of the real economy.

Data shows that in the past year, among merchants who generated revenue through livestreaming, 69% relied on livestreaming shops to drive product sales. Over 1,000 merchants achieved over 100 million RMB in sales through livestreaming shops. National industrial cluster merchants generated a staggering 430 billion RMB in sales through Douyin livestreaming shops, fully demonstrating the enormous potential and social value of this model.

Douyin Livestreaming Shops: A New Engine Driving the Digital Transformation of the Real Economy

Against the backdrop of the deep integration of the digital and real economies, Douyin's livestreaming shop model has opened up new growth paths for merchants and effectively promoted economic circulation. Wang Yixin, Vice President of the China Small and Medium-sized Enterprises Association - Ministry of Commerce Old Brand Collaborative Innovation Center, noted in his address that e-commerce platforms, as important links connecting production and consumption, play a key role in promoting economic circulation and stimulating market vitality. He emphasized that the livestreaming shop model is not just an extension of sales channels, but also a bridge for brands to build deep connections with consumers, providing strong support for the digital transformation of time-honored brands and the promotion of domestic brands. More and more time-honored brands and domestic brands have successfully "broken through" through livestreaming shops, entering the lives of young people. Livestreaming shops have innovated sales channels and become an important vehicle for cultural inheritance, industrial collaboration, and social value creation.

Li Yongjian, a researcher at the Institute of Finance and Strategy, Chinese Academy of Social Sciences, and vice president of the China Marketing Society, citing data from his research team, pointed out that from January to November 2024, the national livestreaming e-commerce sales reached 4.3 trillion RMB, with livestreaming shops (self-broadcasting shops) contributing 52%. He emphasized that with the increasing maturity of the livestreaming e-commerce industry, the livestreaming shop model is rapidly becoming prevalent and gradually becoming the new norm. Building livestreaming scenarios has become fundamental infrastructure for merchant development. Li Yongjian predicted that livestreaming shops will develop in a more professional and vertical direction in the future, and merchants with supply chain advantages and content innovation capabilities will gain greater growth opportunities in the competition.

Douyin Livestreaming Shops: A New Engine Driving the Digital Transformation of the Real Economy

The development trends of merchants on the Douyin e-commerce platform confirm this prediction. Chu Kaikai, head of the women's apparel industry at Douyin e-commerce brand business, revealed at the event that the platform's livestreaming shop ecosystem is exhibiting large-scale, high-quality development. In the past year, nearly 70% of livestreaming merchants generated income through livestreaming shops; the number of merchants with a 100% year-on-year increase in livestreaming shop sales exceeded 162,000. More noteworthy is that the number of industrial cluster merchants increasing revenue through livestreaming shops increased by 52% year-on-year, with national industrial cluster merchants generating over 430 billion RMB in sales through Douyin livestreaming shops. This fully demonstrates the strong driving effect of the livestreaming shop model on regional characteristic economies.

The booming development of the livestreaming shop ecosystem has not only activated new consumption but also lowered merchants' operating thresholds and costs, establishing a bridge for direct communication between brands, merchants, and young consumer groups. This has infused merchants' development with youthful vitality and attracted more operators to enter the market. Douyin e-commerce data shows that in the past year, over 30,000 new merchants achieved over 1 million RMB in sales in their first year of livestreaming shop operation.

Douyin Livestreaming Shops: A New Engine Driving the Digital Transformation of the Real Economy

The practices of physical merchants further validate the sustainability of the livestreaming shop model. Duan Lian, general manager of the women's apparel brand Zhizhi, said that by consistently using livestreaming shops and refined operations on Douyin e-commerce, the brand has transformed livestreaming shops into a stable sales engine, with daily sales exceeding 20 million RMB. Duan Lian emphasized that livestreaming shops can capture user needs in real-time, helping brands quickly optimize product strategies and enhance market competitiveness. Ma Rui, the principal of the light luxury women's apparel brand Marius, strengthened brand recognition through "founder livestreaming," successfully attracting numerous fans by popularizing knowledge about fabrics, design, and matching. By deeply integrating personal IP with the Marius store matrix account, the brand achieved a nearly fivefold year-on-year increase in livestreaming shop sales in 2024.

The livestreaming shop model has also released inclusive value in rural development and cultural consumption. Ju Quanzi, founder of the agricultural product brand "Nongxin Nongyi," introduced that through three years of continuous livestreaming shop operation, the brand's Douyin livestreaming shop sales accounted for 90% and helped hundreds of growers increase their income. Ju Quanzi stated that presenting the entire process of sweet potatoes from the field to the factory through the lens increased consumer trust in the source quality, ultimately leading to continuous repeat purchases. Douyin e-commerce data shows that in the past year, the number of agricultural product merchants generating revenue through livestreaming shops increased by 172% year-on-year, with over 10,000 agricultural product merchants achieving over 1 million RMB in livestreaming shop sales. Digital channels are becoming an important channel for agricultural product sales. Publishing industry merchants also leveraged livestreaming shops to activate more cultural consumption, with the number of book merchants achieving over 10 million RMB in livestreaming shop sales increasing by 38% year-on-year.

To better support merchants' platform operations and improve their profits, Douyin e-commerce has continuously launched a number of support policies. Jia Linyuan, deputy general manager of government cooperation at Douyin Group, said that as a platform, Douyin e-commerce continues to increase investment in algorithm research and development, and has introduced a series of measures such as commission waivers, refunds of returned order promotion fees, reduced shipping insurance, and security deposits to lower merchants' operating costs and comprehensively improve their operating experience.

From the revitalization of time-honored brands to the rise of new brands, from urban commerce to rural areas, the booming development of Douyin's livestreaming shop ecosystem is becoming a vivid footnote to the digital transformation of the real economy. With the deepening application of digital technology, the livestreaming shop model is expected to further break down time and space constraints, creating a more immersive shopping experience for consumers and opening up broader growth space for merchants.

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