--- title: "Live-streaming sales hit a snag during 618, Douyin reaches its ceiling" type: "Topics" locale: "en" url: "https://longbridge.com/en/topics/21947629.md" description: "Live streaming e-commerce achieved trillion GMV in two years, but now the hourly wage is as low as 20 yuan. @新熵 Original author 丨 Gu Nian Editor 丨 Jiu Li Four years ago, entrepreneurs could rely on entering live streaming e-commerce to repay 600 million in debt; three years ago, comedy bloggers transformed into e-commerce and became the top influencer on Douyin; two years ago, tutoring teachers switched to selling on Douyin and became national favorites. Behind the legendary life reversals achieved by live streaming e-commerce is the skyrocketing GMV of Douyin's e-commerce. In 2020, Douyin's e-commerce GMV exceeded 500 billion yuan, tripling; in 2021, media disclosed that Douyin's e-commerce under a broad caliber..." datetime: "2024-06-20T01:52:55.000Z" locales: - [en](https://longbridge.com/en/topics/21947629.md) - [zh-CN](https://longbridge.com/zh-CN/topics/21947629.md) - [zh-HK](https://longbridge.com/zh-HK/topics/21947629.md) author: "[新熵](https://longbridge.com/en/profiles/10215178.md)" --- > Supported Languages: [简体中文](https://longbridge.com/zh-CN/topics/21947629.md) | [繁體中文](https://longbridge.com/zh-HK/topics/21947629.md) # Live-streaming sales hit a snag during 618, Douyin reaches its ceiling **Live streaming e-commerce hit trillion-yuan GMV in two years, now hourly wages drop to 20 yuan.** @新熵 Original Author 丨 Gu Nian Editor 丨 Jiu Li Four years ago, entrepreneurs could pay off 600 million in debt by entering live streaming e-commerce; three years ago, comedy bloggers pivoted to become Douyin's top sellers; two years ago, tutoring teachers turned into national darlings by selling on Douyin. Behind these rags-to-riches stories lies Douyin's explosive GMV growth. In 2020, Douyin's e-commerce GMV surpassed 500 billion yuan, tripling year-on-year; in 2021, media reports revealed its GMV approached a trillion yuan under broad calculations, while Taobao Live's GMV had just exceeded 500 billion. Simply put, Douyin caught up with Taobao Live's four-year development in one year, then doubled its lead the next. But today, counting from 2020 when Luo Yonghao's entry sparked Douyin's live streaming boom, the now four-year-old Douyin e-commerce faces slowing growth. Top streamers' GMV declines, mega-influencers lose interest, and grassroots hosts earn as little as 20 yuan/hour—those closest to the frontline are the first to feel the ecosystem's chill. **01** ### **Live streaming e-commerce shows decline** While Pinduoduo took four years to hit trillion-yuan GMV and remains strong, Douyin achieved it in two but now falters. Take Douyin's key beauty sector: Feigua data shows "Guangdong Couples" dropped 86.4% YoY to 61.14 million yuan; "Pan Yurui" fell 77% to 6.748 million; "Qi'er" plunged 88.46% to 12.923 million. As top streamers decline, mega-hosts skip 618. Luo Yonghao, who cleared 600 million debt via live sales, made only a brief May 24 appearance on "Friends"直播间 after two years of streaming. National darling Dong Yuhui also distanced himself—his four-hour Shenzhen livestream racked up 12 million yuan in 20 minutes, but he joined fewer than 10 streams during 618. Despite ranking first pre-618, his "Yu Hui Tong Xing" slid to third by June 18. Former top streamer "Crazy Brother Yang" didn't even make top 10, ranking 17th with under 20 streams (peak sales: 25-50 million/session). His agency's other hosts also missed top 50. With GMV shrinking, hosts' earnings crash. A 直播基地 founder told National Business Daily some now earn 20 yuan/hour—less than street flyer distributors. Once a golden ticket, live streaming now slams doors on newcomers. For Douyin, its content e-commerce comfort zone grows uncomfortable. **02** ### **No breakthrough in shelf e-commerce** With interest e-commerce slowing, Douyin bets on shelf commerce for 618. Pre-618, it prioritized "price competitiveness" over user experience metrics. It launched discount channels like "Super Deals" and "Flash Sales," but 低价 alone won't disrupt shelf e-commerce. At 2023's ecosystem conference, Douyin E-commerce President Wei Wenwen said shelf commerce accounted for 30% of its 80% YoY GMV growth. With 2022's estimated 2.2 trillion GMV, shelf commerce remains under 1 trillion. Crossing trillion GMV marks platform viability—Douyin took two years via live streaming innovation but struggles to replicate this in shelf commerce. Unlike disruptive live streaming, shelf commerce means battling incumbents. Douyin's March 2024 standalone mall app mirrors Taobao but keeps video/live streams prominent. Observers hoped it'd reduce reliance on influencers, but 分流 users is tough—see failed niche app "Douyin Box." **03** ### **Content vs. commerce dilemma persists** As comfort zones erode and new models lag, Douyin lost 618 momentum. Analysys data shows traditional platforms (Taobao, JD, Pinduoduo) outperformed content platforms like Douyin in user activity/DAU growth during 618's first phase. Douyin's DAU rose just 5% vs. Taobao's 22.9% and Pinduoduo's 21.3%. JD's 预售-free 618 saw over 500 million users order. But for traffic-rich Douyin, 618 didn't boost shopping conversions—its 成交额 share was just 17% despite 30% growth. From e-commerce blue ocean to shelf commerce red ocean, Douyin's challenge is monetizing its massive traffic. As a content-first super app, excessive commercialization hurts UX—2022 tests showed exceeding 8% 电商内容 reduced retention/usage time. Reports suggested live streaming's GMV ceiling is 2-3 trillion yuan (denied by Douyin). Its "全域电商" upgrade and Taobao-like mall 入口 aim to balance content/commerce, but time is running out. Post-traffic 红利， Douyin's monetization hits limits within its 泛化流量池。 ### Related Stocks - [ByteDance (BYTED.NA)](https://longbridge.com/en/quote/BYTED.NA.md)