TapTechNews July 8th news, according to 36Kr today citing multiple industry insiders, Douyin is reducing the traffic allocation ratio for talent live broadcasts and tilting the traffic towards high-quality short videos and brand store broadcasts.
A person close to Douyin said that ByteDance does have a plan to reduce the proportion of talent live broadcasts on the Douyin platform. He believes that this is also related to Douyin's hope to improve the e-commerce structure and continue to expand the proportion of shelf e-commerce.
He said that this year, the GMV (TapTechNews note: Gross Merchandise Volume, the total amount of merchandise transactions in a certain period of time) brought by Douyin commodity cards (including window display, search, Douyin mall, guess you like, etc.) will account for more than 40% of the entire Douyin e-commerce market, and the rest is short videos and live broadcasts. In 2025, Douyin commodity cards will account for more than 50%. However, the Douyin official denied this data.
Data shows that during the 618 period this year, users and users' wallets flowed back to the shelf, and the traffic burst coefficient of Tmall and JD.com is positive, while that of Douyin is negative - which is equivalent to that the traffic side of Douyin did not increase during the big promotion.
A person close to Douyin believes that the tide of Douyin's first-generation super head anchors is gradually receding, and the platform has also passed the period when it needs talent live broadcasts to open up the volume. Now the platform needs more short videos that can save traffic, store broadcasts that consume advertisements and stable consumption malls, rather than the same old talent live broadcasts that consume traffic.