Douyin E-commerce Releases 2024 Industrial Cluster Development Report: 170 Million Products Sold, Live Streaming Drives Growth

Douyin E-commerce Releases 2024 Industrial Cluster Development Report: 170 Million Products Sold, Live Streaming Drives GrowthOn December 31, 2024, Douyin E-commerce released the "Made in China from the Livestream: 2024 Douyin E-commerce Industrial Cluster Development Report," comprehensively showcasing the booming development of the national industrial cluster regions' real economy and small and medium-sized businesses on the Douyin e-commerce platform in 2024. The report reveals that 170 million products from industrial clusters across China sold 15

Douyin E-commerce Releases 2024 Industrial Cluster Development Report: 170 Million Products Sold, Live Streaming Drives Growth

On December 31, 2024, Douyin E-commerce released the "Made in China from the Livestream: 2024 Douyin E-commerce Industrial Cluster Development Report," comprehensively showcasing the booming development of the national industrial cluster regions' real economy and small and medium-sized businesses on the Douyin e-commerce platform in 2024. The report reveals that 170 million products from industrial clusters across China sold 15.4 billion units on the Douyin e-commerce platform in 2024, representing a year-on-year increase of 39%, demonstrating strong growth momentum. Live-streaming sales accounted for a significant 63% of the total, with over 53 million live-streaming sessions generating transactions. Nearly 150,000 products achieved million-level sales in live streams, becoming veritable "bestsellers." Simultaneously, shelf sales orders increased by 70% year-on-year, driving rapid growth of the industrial cluster business together with content scenarios, forming a powerful dual-engine growth model.

Driven by Douyin E-commerce's "Industrial Growth Plan," the platform's industrial cluster business now covers 27 provinces and 130 cities nationwide, with its reach continuously expanding. In 2024, a total of 332 industrial clusters achieved over 10 million orders on Douyin, and 830 industrial clusters exceeded 100 million yuan in sales. Over 1.5 million small and medium-sized businesses from industrial clusters successfully completed transactions on the platform every day, fully demonstrating the platform's immense commercial potential and its powerful driving role. The close cooperation between industrial cluster merchants and live-streaming influencers also constitutes a unique ecological highlight of the Douyin e-commerce platform, with both sides achieving mutual success and jointly promoting the upgrading of the consumer market. Data shows that over 9.48 million influencers earned substantial income by live-streaming products for industrial cluster merchants, achieving a unification of personal and social value.

The report delves into the development of industrial clusters in different regions, highlighting regional development disparities and growth potential. Eastern regions maintained a leading advantage in terms of industrial cluster sales and merchant numbers, with Guangdong, Zhejiang, Jiangsu, Fujian, Shandong, Hebei, and Shanghai ranking among the top. Central regions showed rapid development momentum, accelerating their catch-up with eastern regions. Henan ranked fifth nationally in sales, with sales growth and merchant numbers both entering the national top ten. Anhui had the second-highest sales growth rate nationwide, and its merchant numbers and growth rate also placed it in the national top ten. Jiangxi ranked seventh nationally in sales and eighth in merchant numbers. Hubei and Hunan's sales and merchant growth rates both entered the national top ten, demonstrating the strong development vitality and potential of the central region.

Western regions also made significant progress, with Yunnan becoming the only western province to rank among the national top ten in both industrial cluster sales and merchant numbers. Guizhou had the highest sales growth rate nationwide, while Inner Mongolia had the highest merchant growth rate. Guangxi and Shaanxi's industrial cluster sales growth rates both entered the national top ten, and Chongqing's merchant growth rate also made the top ten, showcasing the booming vitality of the western region's economic development. Notably, the combination of the complete industrial system and grain storage advantages of the Northeast region with live-streaming sales yielded significant positive effects. Heilongjiang, Jilin, and Liaoning's industrial cluster sales growth rates all entered the national top ten, fully unlocking the value and potential of regional characteristic resources.

The report also provides detailed information on the top ten "top-tier" industrial cluster products on the Douyin e-commerce platform, revealing consumer preferences and market trends. Data shows that among consumers purchasing industrial cluster products via live streams, 52% are male and 48% are female, with the 18-40 age group comprising the main consumer base at 67%. This data provides important reference for merchants to accurately target their users and formulate sound marketing strategies. Provinces with large industrial clusters are also provinces with high live-streaming shopping volumes. Guangdong, Jiangsu, Zhejiang, Shandong, and Henan all exceeded 1 billion orders annually, with Guangdong leading with over 1.6 billion orders, followed by Jiangsu with over 1.2 billion, fully demonstrating the huge influence of live-streaming e-commerce in these provinces.

The report points out that Guangzhou skincare products are the most popular industrial cluster products on the Douyin e-commerce platform. Other top ten "top-tier" industrial cluster products include Shenzhen mobile phone accessories, Yiwu hair accessories, Nantong home textiles, Zhuji pearls, Haining fur, Danyang contact lenses, Qidong seafood, Jieyang toys, and Baoding paper towels. The strong sales of these products reflect consumers' pursuit of quality, value for money, and personalized products. Furthermore, the report lists other industrial cluster products that received a large number of orders via live streams, such as South China women's clothing and footwear, Dongguan trendy toys, Sichuan-Chongqing hot pot, Pingjiang spicy strips, Lixian floats, Xuchang wigs, Caoxian Hanfu (traditional Chinese clothing), Shougong fruits and vegetables, Weihai fishing gear, Weifang agricultural supplies, Yunnan fresh flowers, Wuchang rice, Dandong strawberries, and Inner Mongolia beef jerky. The success of these products provides valuable lessons and references for other industrial cluster merchants.

Live-streaming sales have significantly propelled the optimization and upgrading of the industrial structure. A recent report, "2024 Live E-commerce Industry Development Trend Observation," released by the research group of the Chinese Academy of Social Sciences' Institute of Finance and Strategy and the China Marketing Society, shows that from January to November 2024, the national live e-commerce retail sales reached 4.3 trillion yuan, and its strong growth contributed 80% of the incremental growth to the e-commerce industry. WeChat Video Account, Xiaohongshu, and other platforms are actively participating in the live e-commerce industry, jointly building a diversified live e-commerce ecosystem with Taobao, Douyin, and Kuaishou, and jointly driving strong industry growth.

Li Yongjian, a research fellow at the Institute of Finance and Strategy of the Chinese Academy of Social Sciences and vice president of the China Marketing Society, pointed out that companies are actively improving their live-streaming ecosystems, using live-streaming sales to build brands and drive sales, and the industry's standardization and professionalism are improving simultaneously. Looking ahead, with technological innovation and market optimization, live-streaming sales will continue to unleash its vitality, promote the optimization and upgrading of the industrial structure, inject impetus into high-quality economic development, and firmly support the prosperous development of the consumer market.

Launched in June 2022, Douyin E-commerce's "Industrial Growth Plan" aims to leverage the platform's high-quality resources to systematically and massively support industrial clusters and small and medium-sized businesses, enhance the brand awareness of local products, and promote regional economic development. To date, the platform has established in-depth cooperation relationships with multiple provinces such as Fujian, Yunnan, and Shandong on the high-quality development of industrial cluster e-commerce, providing strong support and guarantees for the development of industrial clusters and small and medium-sized businesses. The release of this report provides important data references for a deeper understanding of the current situation and future trends of China's industrial clusters, and also offers important guidance and references for industrial cluster merchants and related enterprises.

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