(Update: Relevant person in charge denies) It is reported that Douyin plans to reduce the proportion of 'Master Live Broadcast' and continue to expand shelf e-commerce

(Updated at 15:39) According to the "Technology Planet of the Apes", the relevant person in charge of Douyin e-commerce stated that the information is untrue.

According to news from this website on July 8, 36 Krypton quoted multiple industry insiders today as saying that Douyin is reducing the proportion of traffic allocation for live broadcasts by experts and tilting the traffic to high-quality short videos and brand store broadcasts.
A person close to Douyin said that ByteDance does have plans to reduce the proportion of live broadcasts by experts 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 (Gross Merchandise Volume, total merchandise transaction volume within a certain period of time) brought by Douyin Merchandise Card (including showcase, search, Douyin Mall, Guess You Like, etc.) will account for the entire Douyin accounts for more than 40% of the e-commerce market, and the rest is short videos and live broadcasts. In 2025, Douyin merchandise cards will account for more than 50%. However, Douyin officially denied this data.
Data shows that users and their wallets returned to the shelves during the 618 period this year. The traffic explosion coefficients of Tmall and JD.com were positive, while Douyin's traffic explosion coefficient was negative - equivalent to no growth in Douyin's traffic during the big promotion period.
A person close to Douyin believes that the trend of Douyin’s first-generation super anchors is “gradually receding”, and the platform has passed the period of needing live broadcasts by experts to increase its volume. Now the platform needs short videos that can "save traffic", store broadcasts that can "consume advertising" and malls that can "stabilize consumption", rather than cookie-cutter live broadcasts by experts that can "consume traffic".

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