Author Elio
Editor Ji Ran
E-commerce industry Cat and Dog Spell The pattern of long-term domination of the list is being broken.
According to 36 Krypton, in 2024, the GMV of Jitterbug e-commerce totaled about 3 5 trillion yuan, with a year-on-year growth of 30 . At the byte jumping all-staff meeting on February 13, Kang Zeyu, the head of the e-commerce business, said that the market share of Jitterbug’s e-commerce has reached the third in the industry. The top two are Tmall and Pinduoduo, with GMV totaling 8 trillion yuan and 5 2 trillion yuan respectively.
Holding up the explosion of Jitterbug e-commerce is the small and medium-sized merchants and many brand merchants, as well as the rapid development of shelf e-commerce.
According to the official data released by Jittery Voice, from February 2024 to January 2025, among all the business merchants who gained income through live streaming with goods, the proportion of store broadcasting moving merchants was close to 70 . According to public media reports, the jittery sound e-commerce GMV plate, shelves store broadcast da broadcast to 4 3 3 ratio row, of course, this is a relatively rough calculation, did not count the scale of the short video with goods into it.
In 2025, jittery e-commerce will continue its own strong direction, the focus of resources will be invested in branded merchants and non-branded large merchants, to maintain GMV growth is the first demand of the platform and merchants together.
The direction is clear, and Jitterbug began to make adaptive adjustments at the level of organizational structure business details.
The day before yesterday, according to a number of media broke the news, the giant Qianchuan will be merged into Jitterbug’s e-commerce as a whole, becoming its secondary department. The two algorithm teams of Qianchuan and Jittery Ecommerce will also be integrated. Originally only responsible for the advertising revenue of the e-commerce business, the giant Qianchuan will now be synergized with the e-commerce products and operations departments, and will be responsible for the GMV, especially for the ROI of the merchant’s investment flow.
In the past, the two parallel flow pools linkage and track, jittery e-commerce traffic disk is expected to achieve expansion, more importantly, in line with the jittery e-commerce business support policy released earlier this year, jittery e-commerce business to give more exposure to high-quality content and merchandise opportunities. Merchants’ entry The operation process is expected to be streamlined, and even the problem of the return rate, which has been distressing to merchants, is expected to be improved to a certain extent On February 24, Jumbo Qianchuan went on line with a full refund refund subsidy policy. The platform will automatically issue subsidies to merchants’ promotional accounts for full refund orders for advertisements that meet the conditions.
According to 36 Krypton, the GMV target of Jitterbug e-commerce in 2025 is 420 million. Store broadcasting will inevitably bear a heavier burden, but undoubtedly also a continuous growth point.
Brands Industrial belt merchants, a source of growth for shopcasting
Perhaps somewhat counterintuitive to common sense perception, Shake Ecommerce’s Shopcast GMV has exceeded DaCast for two consecutive years.
Looking at another set of data, in 2024, more than 1,000 merchants in Jitterbug’s e-commerce had sales of more than 100 million dollars, and 21,000 merchants had sales of more than 10 million dollars in store broadcasting. The number of branded merchants on the platform who opened store broadcasting increased 113 year-on-year . Even the publishing industry, which seems to be thinning out, the number of book merchants with more than ten million dollars in sales on Jitterbug’s e-commerce store broadcasts increased by 38 percent year-on-year.
Store broadcasting is becoming a strong momentum in the live broadcasting of goods.
Look at some more cases.
Brands can grow in jittery e-commerce, the domestic high-end women’s clothing brand Zhizhi ZHIZHI, founded in 2018, through jittery e-commerce continuous store broadcasting and refined operation, the brand store’s single day GMV has exceeded 20 million yuan. According to the relevant person in charge in public, the GMV obtained by the brand’s live broadcasting field can realize 1 5 times 2 times of the traditional shelf field. The current obvious trend in the women’s clothing industry has shifted from the past to a large anchor Darren rough placement, to the brand’s refined whole chain operation. Store broadcasting is the hub for brands to achieve results in many aspects such as performance, mind, crowd gathering and so on.
According to the person in charge of the brand, ZHIZHI will continue to improve the construction of the matrix account in 2025, with differentiated content style, to undertake the future of a richer and more diversified product structure. Obviously, in the extremely competitive women’s clothing market, a new domestic brand for high-end people has found a development path of long-termism.
There are also a large number of industrial zone merchants who have supply chains, goods, production capacity, and sales capacity to sell more cost-effective goodies through the Shake Shack e-commerce channel. Chifeng’s Dongli cashmere began to layout jittery e-commerce in 2019, and spent three years walking through the detours and groping for experience, and sales doubled fivefold. The live e-commerce forced merchants to improve their digitalization capabilities, and further drove the back-end of the industrial belt factory to improve. Dongli cashmere said externally that today they have realized a small single fast response and flexible manufacturing, which can arrange production according to live sales data, shorten the production cycle and reduce inventory In addition, through the intelligent recommendation mechanism of Jittery e-commerce, coupled with the direct docking of production and marketing and the analysis of the accumulation of sales data, they can be more understanding of the needs of consumers.
Image source pixabay
The industrial belt Brand merchants, constructing a solid foundation for store broadcasting in the live broadcast of Jitterbug e-commerce.
In 2024, jittery e-commerce followed the general trend of the e-commerce industry, first positioning the price force as the first priority of platform development, and thereafter turning the car around to focus on GMV. looking back, the blind pursuit of price force is a detour that the e-commerce industry has gone through, and the consumers did not gain anything from the ultra-low price, and the merchants are even more laborious and hurt the money . But from another point of view, the implementation of the price force objectively shakes the business structure of the e-commerce business shuffle those who do not have the supply chain ability, in the platform is still doing the intermediary of the small merchants have lost the living space, survive is the supply chain is strong on the price and quality of merchants have a stronger control of the merchants, as well as the brand merchants.
According to the 2024 Jitterbug E-commerce Industrial Zone Development Report, consumers across the country purchased 15.4 billion industrial zone products on Jitterbug E-commerce, a year-on-year increase of 39 percent. Among them, 830 industrial zones had sales of more than 100 million, and 332 industrial zones had orders of more than 10 million.
In the past, people often said that the front store after the factory model, now in the live broadcast of e-commerce under the catalyst produced a new look. The traditional front store after the factory, most can only rely on offline wholesale channels, and then by the dealer will be dispersed to all parts of the country, the hands of consumers. But with live with goods, factories have a direct channel to consumers. The source of good goods, has been a pivotal pole in the current consumer market. According to Jitterbug e-commerce data, in 2 024 there are more than 2 million small and medium-sized merchants to drive business growth through live broadcasting, and nearly 190,000 small and medium-sized merchants with the help of live broadcasting to drive sales of more than one million dollars.
At the end of last year, Jitterbug also did an organizational restructuring, originally managed by different people in charge of industry operations A group and B group, now unified by the original head of the B group Zhao Rui jurisdiction, and directly to the President of Jitterbug Wei Wenwen report work. Sources familiar with the matter said that in recent years, many small and medium-sized merchants in Group B have grown rapidly and may have exceeded the scope of the original management standards. Therefore, placing Group A and Group B under the unified management of Zhao Rui will help achieve better synergy. He also mentioned that some small categories may be merged to optimize resource allocation.
At the time, some media analyzed that it was expected that in 2025, Jitterbug e-commerce would tilt its traffic toward brands to ensure that branded merchants could obtain a larger GMV scale.
Not only that, but branded merchants are expected to see greater growth in light of the moves made by Tmall Shake Shack and even Jinduoduo from the end of 2024 to 2025. According to LatePost, the top priority for TaoTian in 2025 is to support brands and merchants to do growth.
Tatami’s ebb and flow
In stark contrast to the rise of Jitterbug e-commerce store podcasts, DaCast went downhill. At first, Daren can be said to be the source of the rise of live e-commerce, a super-head of Daren came out of nowhere, tamping down live e-commerce as a new thing in the minds of consumers, but also to the brand to find a new marketing path. But nowadays, perhaps it can be said that Daren has completed its own historical task.
And more and more brand merchants and industry practitioners are realizing that despite relying on high-flying play, Daren can still help brands sell astronomical numbers, such as last year’s much-discussed Blue Moon. But the superstar often siphons off the brand’s own demographic, and at the end of the day, the brand may not be making any money, and one of the big trends in 2024 will be that more and more brands will start to take on the expense of streaming for the superstar.
Guohai Securities has released a research report, said the brand store broadcast mode, the platform to earn is the brand to put advertising costs, while the broadcast mode, the platform to earn is the commission and MCN Darren put, the brand since the broadcast of the integrated monetization rate is higher than the Darren with goods. In the various platforms have begun to pay attention to the business operation, especially ROI profit and other indicators at the moment, it is obvious that the store broadcast than the broadcast, better able to meet the requirements.
In July last year, 36 Krypton reported that Jittery Voice was reducing the proportion of traffic allocation to Daren live broadcasting and tilting the traffic to high-quality short videos and brand store broadcasting. Although this news was denied by Shake Voice, but Darren lost power, it seems to be an inevitable multi-party choice.
Live broadcast industry practitioners Zhuang Shuai said in an interview that the super anchor has limitations, some of them are guide mode, the selling price is too high, and some of them, although they are controlling the goods, but the form of sales The channel is single, and the sales are not stable. Compared to the store broadcast with professional stability low cost can timely feedback and other advantages, pricing rights and product independent research and development initiative. Platform support and encourage merchants store broadcasting, can make the platform ecology more diversified and dynamic, so that the profitability becomes more robust and sustainable.
Image source unsplash
2024 is also a year in which the head anchors frequently have public opinion crises and suffer backlash. Xiao Yang brother is still far from the center stage, Northeast rain sister suffered product problems overturned, the only thing left Dong Yuhui, according to the data platform statistics, with Hui counterparts cumulative with more than 10.2 billion, the cumulative order volume of more than 1.6 billion. Although the fan base is firm, sales carry the flag of the super head anchor of the Jitterbug platform, but Dong Yuhui himself continues to face the torture of public opinion.
The uncontrollability of the super head of the Darren at the level of public opinion may also be one of the reasons why Jitterbug is determined to shift its business focus.
On February 10, Li Liang, vice president of Jittery Group, responded on Weibo to the collective live broadcast of the employees of Ma Liu Ji to bring goods, but also revealed some data, such as the number of small and medium-sized merchants on the platform to open the store broadcast far exceeds the number of merchants who rely on the live broadcast of the Darren to bring goods. According to 36 Krypton’s news from people familiar with the matter, the strategy of Jittery Ecommerce 2025 is to strengthen the management of the head of the big anchor, and at the same time tilt the traffic to the store broadcast and small and medium-sized Darren.
Indeed, there is no platform that wants the lifeblood of its business to be in the hands of a certain person or organization.
What does it mean for store anchors to sing the lead?
Nongxin Nongyi focuses on honey potatoes, and is a Top1 business in the sweet potato category of Jitterbug. The account started broadcasting in the spring of 2020, and the total number of hours spent explaining agricultural specialty goods in the live broadcast room in a year amounted to 38.25 million hours. Today its Jittery Voice store broadcasts account for about 90% of the overall sales.
Every four swimsuits sold globally, one is made in Xingcheng. Songman micro fat plus size women’s clothing, the other way through the big size swimsuit in the jitterbug electricity supplier steady, do scale, as long as the people Goods field match, and beyond others, you can interest in the jitterbug such as electricity supplier to harvest stable traffic and income.
Online smart toilet brand Wei Xiao Er, this factory brand was established only three years ago, Shake platform smart toilet high-end price band 3000 4999 yuan sales champion, its R & D Xiaolong Wei Xiao Er X8 Max automatic smart toilet once accounted for the price band nearly half of the shipments.
CITIC is an early adopter of new channels in the publishing industry. The Jigsaw Puzzle of History Achieved 1.4 million yards of store sales in two weeks, and the B-grade book Small and Beautiful Business Laws for Sustainable Profitability was listed for only one month, with sales exceeding 50,000 copies, and CITIC even sold more than a million copies on Jittery E-commerce. Jitterbug e-commerce has become an effective channel for publishers to play explosive models.
There are many other such cases, including big brands, native brands that have grown a little bit from the platform, and more factories and businesses hidden in the industrial belt.
In the past, especially the brand business will be shaking sound as the work of publicity position, that here the traffic is big, with the help of live broadcast and short video can convey the brand voice. But now people have long been accustomed to the fact that jitterbug e-commerce is a piece of business with a clear link, and jitterbug store broadcasting is their flagship store on the Internet.
Compared to shelves, short videos and live broadcasts can bring stronger product displays, and such displays have stronger transactional and sales attributes Compared to live broadcasts by celebrities, the conversion chain is smoother, and the brand can further accumulate users in the process of dissemination and transaction. It can be said that store broadcasting is a long-term choice for brands that want to continue to operate.
Further, good store broadcasting is also an effective way to synchronize and boost shelf revenue. According to the data announced by Wenwen Wei at the Jitterbug E-commerce Author Ceremony, in 2023 2024, Jitterbug’s e-commerce GMV increased by 46 year-on-year, and the shelf scene’s GMV increased by 86 year-on-year. During the 2024 Double 11 promotion, shelf e-commerce GMV accounted for 42 of the broader market.
This is the advantage of Jitterbug, shelf and live broadcast have a complementary relationship. Once you do a good job of store broadcasting, create a good brand image, and constantly enhance the transaction with the same explosive models, the traffic on the shelf side will naturally follow. According to Tiger Sniff, Jitterbug Mall sorting influence coefficients include product heat sales store DSR ratings logistics word of mouth wind control, etc., and then derive many component channels, including brand pavilion low price spike 10 billion subsidies live broadcast selection Jitterbug Supermarket, etc., in order to satisfy the generalized user’s differentiated shopping habits.
As you can see, in Jittery E-commerce, the logic of the shelves is completely connected to the live broadcast and store operation at the data level.
At least from the current point of view, the platform to promote store broadcasting, merchants benefit from store broadcasting, good money to expel the bad money of the positive cycle is expected to gradually realize. Good e-commerce ecosystem, must be the platform to maintain growth, merchants earn profits, consumers enjoy the good things at a good price, this is not an impossible triangle, but a number of parties to jointly explore the ideal situation can be weighed.
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