As short video content continues to dominate the digital landscape, live streaming platforms are undergoing strategic transformations while e-commerce giants adjust their market approaches to stay competitive. This article examines recent developments in China's internet commerce sector, from YY Live's experiments with short dramas to organizational restructuring at Douyin's local services division and Ele.me's testing of merchant fan communities.
YY Live: Diversifying Content with Short Dramas
YY Live is expanding its content ecosystem by incorporating short dramas. According to Li Le, head of YY Live, the platform has begun testing licensed short drama content and plans to eventually produce original short dramas. This initiative aims to attract more content creators and streamers to participate in short drama production, enriching the platform's offerings to meet growing user demand for entertainment.
Short dramas have gained popularity due to their concise format and fast-paced storytelling. For live streaming platforms, integrating short dramas can expand content boundaries while increasing user engagement and creating new growth opportunities. YY Live's exploration represents a significant strategic shift that may influence the future direction of the live streaming industry.
Douyin Life Services: Organizational Restructuring for Local Market Focus
Douyin's life services division is undergoing organizational changes to better integrate resources and improve operational efficiency. The restructuring merges three previously separate departments (dining out, comprehensive local services, and hotel/travel) into three regional divisions (North, Central, and South) plus a National Key Accounts (NKA) unit serving major chain merchants.
Key personnel from ByteDance's commercial sales team are being transferred to lead the new life services departments, with remaining managers undergoing internal rotations. This reorganization reflects Douyin's intensified focus on local services, enabling more tailored regional strategies while leveraging commercial expertise to accelerate market expansion.
Ele.me Testing "Merchant Fan Groups" for Customer Retention
Ele.me is piloting a "merchant fan group" feature designed to help businesses cultivate and maintain high-value customers. Positioned as a "customer management tool," the function enables merchants to establish closer connections with frequent patrons through direct communication and targeted promotions.
In the competitive local services market, customer retention has become increasingly crucial. This initiative represents Ele.me's strategic emphasis on enhancing merchant tools for personalized engagement and loyalty building, with potential for additional similar features in the future.
Internet Company Earnings: Growth Amid Challenges
Recent financial reports from major internet companies reveal continued revenue growth despite market pressures:
- JD.com reported full-year 2023 revenue of 1.0847 trillion yuan, with Q4 revenue reaching 306.1 billion yuan (3.6% year-over-year growth)
- Bilibili's Q4 revenue remained stable at 6.3 billion yuan compared to the previous year
While maintaining growth trajectories, companies face the dual challenge of market competition and evolving user expectations, requiring continuous innovation and user experience improvements.
Notable Industry Developments
Content Creator Shifts Strategy
Top livestreamer Xiaoyang Ge announced plans to reduce e-commerce broadcasts, redirecting focus toward entertainment events and physical retail ventures, signaling broader industry diversification.
Platform Integration
Kuaishou has begun developing a HarmonyOS-native version of its app, joining the expanding Harmony ecosystem.
Workplace Policies
LeEco has eliminated age and marital status fields from job applications to promote equal opportunity hiring practices.
Product Controversy
Nongfu Spring clarified design inspiration for its Dongfang Shuye tea packaging following architectural motif criticisms, emphasizing cultural representation intentions.
Industry Outlook
The internet commerce sector demonstrates dynamic evolution across multiple fronts. Live streaming platforms are innovating content strategies, e-commerce leaders are optimizing organizational structures, and companies are refining user engagement approaches. Concurrent developments in creator economies, operating systems, corporate policies, and product marketing collectively illustrate the sector's vitality.
Looking ahead, technological advancements and shifting consumer behaviors will continue driving transformation. Companies must balance innovation with operational efficiency while addressing social responsibilities to maintain competitive positions in this rapidly evolving landscape.