On December 13, Douyin E-commerce officially released data from its 'Double 12' promotion. The data shows that from December 1 to 12, the platform accumulated 22.08 million hours of livestreaming and 27.9 billion views. Particularly noteworthy is that during the 'Double 12' event, the platform set up a special 'Good Products, New National Trend' zone. Domestic brands, local agricultural specialties, and time-honored intangible cultural heritage products became the key promoted items during Douyin's 'Double 12' sales event, giving them more opportunities to be seen and interacted with by users. National Trend Zone Garners 103 Million Likes Domestic Products and Agricultural Goods Sell Well During the event, Douyin E-commerce called on merchants and influencers to create short videos with themes such as 'Annual Good Product Review,' 'Year-End Best Prices,' 'Winter Warmth Products,' and 'Niche Hidden Gems' to attract consumer attention and drive positive engagement. At the same time, the event continuously launched real-time short video topic rankings, good product livestream rooms, and multi-dimensional industry rankings to provide consumers with a more personalized and efficient shopping experience, fostering an atmosphere of interest-based shopping. Numerous quality domestic products were continuously promoted in the 'Good Products, New National Trend' zone during the event. Data shows that the zone's livestream rooms received a total of 103 million likes. Among them, Florasis's Yurong skincare cushion, Chando's four-piece skincare set, Fuji Ejiao cake, Cailinji Hot Dry Noodles, and Luhua sesame oil ranked in the top five for domestic brand product sales in the zone. In addition, data also shows that in terms of agricultural specialties, seasonal products like Sichuan jelly oranges and Shaanxi Meixian kiwifruit were very popular, with the number of new farmers and merchants in fruits and vegetables increasing by 2.16 times. Sales of Inner Mongolia mutton, a winter tonic food, grew by 694%. Sales of sled-related products under the Winter Olympics theme increased by 1741%. Among traditional handicrafts, sales of intangible cultural heritage products grew by 154%. Sales of warm winter products like foot baths and cashmere sweaters increased by 633% and 467%, respectively. Book category sales grew by 127%, with children's books being the most popular, and influencer Wang Fang set a record by selling 150,000 sets in a single livestream. Swipe left or right to view the gallery. Consumer Demand Is Shifting Toward Personalization, Culture, and High Quality Analyzing the data released by Douyin E-commerce for Double 12, it's easy to see that consumers' shopping needs and scenarios have undergone significant changes. 1. 'More' Is Gradually Failing to Impress Users; 'Better' Is Becoming the Top Choice We have the world's largest and most diverse market. In recent years, more and more consumer demand has shifted from buying 'more' to wanting 'better,' indicating a new shopping attitude. 'Better' represents higher requirements for quality, design, and philosophy. For example, in the edible oil category, the concept of less oil and healthier ingredients has gradually gained popularity. During Douyin E-commerce's Double 12, Luhua's low-erucic acid rapeseed oil and flaxseed oil health packages were clearly more favored by consumers. The 'better' and 'healthier' consumption philosophy now covers various life scenarios including food, clothing, and daily use. Douyin E-commerce organized a large number of domestic brand official stores, including Yaya down jackets and beauty brand Florasis, to livestream during Double 12, achieving significant market growth. 2. More Consumers Prefer Original Ecological Products Our country is vast and rich in resources, with local specialties, fruits, and unique products across the nation. These products hold value not only in themselves but also carry nostalgia, craftsmanship heritage, and cultural sentiment. In recent years, with the rise of tourism culture, many local specialty products have begun to emerge in the market, but this is only a part. More agricultural specialties and handicrafts from various regions still need more promotion opportunities. Douyin E-commerce delved into multiple agricultural origins, such as Shandong sweet potatoes, Sichuan jelly oranges, Shaanxi Fuping persimmon cakes, and Yanbian spicy cabbage, all of which received key recommendations. With the support of the 'Mountain Goods on Trending' agricultural assistance project, influencers rooted in their hometowns, such as @Chuanwei Yantaipo, @Xiaotian Girl Mushroom Cooperative, and @Chuanxiang Qiuyue, also leveraged the influence of the sales event to bring more specialty agricultural products from villages to cities. 3. More Consumers Are Willing to Choose Cultural and Creative Products In today's relatively material-rich society, consumers are increasingly paying attention to cultural products and the cultural value behind them. In the 'Good Products, New National Trend' zone, there has been significant growth in time-honored brands, intangible cultural heritage crafts, and cultural books this year. For example, 'Xianghe Bobo Shop,' a Tianjin intangible cultural heritage store passed down through four generations, has sold over 300,000 items with the help of Douyin E-commerce's 'Craftsmanship Plan.' Its pine nut milk crisps and white dumplings are popular among young consumers for being delicious and nutritious. Additionally, Wuhan Cailinji, an intangible cultural heritage of Hubei Province with 93 years of history, launched a variety of hot dry noodle combo packs on Douyin, promoting Wuhan's traditional snack 'hot dry noodles' to more consumers. Books were also one of the hottest categories during Double 12. Wang Fang, a former host and bestselling parenting author, shares parenting tips and recommends books for parents and students through livestreams and short videos on Douyin E-commerce, and has gained over 11 million followers. Data shows that book influencer @Host Wang Fang sold 150,000 sets of books in a special livestream on December 1. During Double 12, renowned historian and 'Lecture Room' speaker Ji Lianhai, and writer Zhou Guoping, among others, introduced books and launched new titles through short videos and livestreams. Good Creativity, Good Content, and Good Products Need to Be Seen by More People In the era of personalized consumption, more and more consumers have higher demands for product quality, philosophy, aesthetic design, and cultural connotation. Therefore, more creators and entrepreneurs are flocking to creative products, cultural products, heritage products, and agricultural specialties. Creators, authors, and entrepreneurs from non-traditional large brands often operate as individuals or small organizations. Their good ideas, content, and products need platform support to have the opportunity to be seen and chosen by more people. The fundamental value that Douyin E-commerce delivered across various categories during Double 12 is to provide practical help to quality domestic brands, new farmers, agricultural specialty merchants, intangible cultural heritage artisans, and cultural influencers, allowing them to focus on good ideas, content, and products while continuing to grow and develop. For example, @Chuanwei Yantaipo, an influencer under the 'Mountain Goods on Trending' project with over 10 million followers, showcases the process of making Sichuan cuisine by 80-year-old Grandpa Qi and his wife Grandma Yan from Guangyuan, Sichuan. Behind this account is a story of returning to one's hometown to start a business, as well as a tale of rural life, love, and family. Chen Jie, the grandson of Grandpa Qi, returned to his hometown in 2019 to start a business. Through Douyin, he shows countless netizens the authentic rural life of Grandpa Qi and Grandma Yan. Dishes like twice-cooked pork, braised pig trotters, and stir-fried cured meat, along with the couple's decades-long ordinary yet sincere love, have attracted and moved many netizens. With the support of Douyin E-commerce and ByteDance's public welfare project 'Mountain Goods on Trending,' @Chuanwei Yantaipo's hometown products such as spicy sausages, cured meat, dried radish, and honey have sold hundreds of thousands of orders, effectively driving local farmers' cultivation and increasing their income. A Douyin E-commerce spokesperson also stated that the platform will continue to support the sales of quality domestic brands, local agricultural specialties, intangible cultural heritage books, and various cultural consumer goods through multiple activities in the future, to meet the diverse quality shopping needs of the public. Let beauty meet beauty, and let more people discover quality domestic products – this is a new life created together by creators, authors, entrepreneurs, and Douyin E-commerce. Are you 'watching' me?