50.第三章
In terms of product functions, Douyin successively launched live streaming functions, commercial advertising functions, and brand cooperation mechanisms, initially completing the transformation from a pure entertainment content platform to a commercial traffic platform. In 2019, Douyin officially launched the short-video e-commerce function, opening product linking and in-app shopping services, taking the first step to build a content e-commerce closed loop.
During this stage, Douyin’s user scale grew exponentially. By the end of 2020, Douyin’s monthly active users had exceeded 600 million, firmly occupying the leading position in China’s short-video industry. Meanwhile, Douyin began to undertake public social functions, cooperating with official media, government departments, and public welfare organizations to release official information, spread positive energy, and gradually form a positive and standardized platform content atmosphere.
1.2.3 Ecological Maturity and Full-scenario Layout Stage (2021–Present)
After 2021, Douyin entered the mature stage of ecological development, completely completing the commercial closed-loop construction of “content creation-traffic distribution-live streaming e-commerce-local life service-platform settlement”. On the content side, Douyin broke the time limit of short videos. In September 2022, it fully opened the 30-minute long-video release permission, covering short, medium, and long video content formats, realizing full coverage of fragmented consumption and in-depth content reading.
In terms of commercial layout, Douyin built a complete e-commerce system including self-operated stores, merchant settlement, live streaming delivery, platform logistics, and Douyin payment. Its annual GMV maintained rapid growth, exceeding 200 billion US dollars in 2023, becoming one of China’s largest live streaming e-commerce platforms. At the same time, Douyin vigorously deployed local life services such as catering group buying, hotel travel, movie ticket booking, and leisure entertainment, competing with traditional local life platforms and building an all-scenario digital life ecosystem covering “online content + offline consumption”.
Up to 2026, Douyin’s monthly active users have exceeded 930 million. It has evolved from a single video application into a super digital platform integrating entertainment, study, work, consumption, social interaction, and public services, becoming an indispensable part of Chinese users’ daily digital life.