In the context of the deep integration of the digital economy and the real economy, "store broadcasting" has become an increasingly mainstream model for e-commerce live streaming sales, opening up new growth paths for businesses and demonstrating strong commercial vitality and social value. Store broadcasting "has become the mainstream of live streaming sales. According to reports," store broadcasting "refers to the live streaming activities conducted by brands or stores on their own online platforms. Unlike live streaming sales by celebrities, internet celebrities, or influencers, it is more hosted by store employees, professional anchors, or invited guests to directly display, explain, and sell products in the store to consumers. The Report on the Development Trend of 2025 Tiktok E-shop Broadcast released by Tiktok E-commerce recently shows that "shop broadcast" has become the mainstream of live broadcast with goods, and many physical stores have achieved good business performance through live broadcast with goods. According to the data, from February 2024 to January 2025, the number of brand merchants that launched "store broadcast" on Tiktok platform increased by 113% year on year. Among the merchants who earn income through live streaming sales, 69% of them are "shop broadcast" dynamic sales merchants. Over 1000 merchants have "shop broadcast" sales exceeding 100 million yuan, and 21000 merchants have "shop broadcast" sales exceeding 10 million yuan. At the same time, the "shop broadcast" model is also showing a rapid development trend. Statistics show that in the first 11 months of 2024, the sales revenue of live streaming e-commerce in China reached 4.3 trillion yuan, of which store self broadcasting contributed nearly 52%. Sheng Chun is a representative inheritor of Suzhou's fan making skills intangible cultural heritage. In 1997, Sheng Chun and her husband Hu Jianzhong founded Suzhou Lingyun Craft Fan Factory and the "Shengfengtang" brand. After more than 20 years of hard work, they now have a production and processing base of nearly 3000 square meters, a product design and development team, and over 80 fan making technicians. In 2020, "Shengfengtang" began to enter the live broadcast room. Three years later, the sales volume of "Shengfengtang" through Tiktok "shop broadcast" has accounted for 90% of the overall sales. In the current era of activating new consumption through the "shop broadcast" model, the "shop broadcast" ecosystem of live streaming platforms presents a trend of large-scale and high-quality development. Tiktok e-commerce data shows that in the past year, more than 30000 new businesses achieved sales of more than one million yuan in the first year of "shop broadcast"; More than 162000 merchants have achieved a 100% year-on-year increase in sales of "shop broadcasting". Among them, the number of industry belt merchants relying on "store broadcast" increased by 52% year on year, and the national industry belt merchants achieved sales of more than 430 billion yuan through Tiktok "store broadcast", which shows the strong driving role of "store broadcast" mode in regional characteristic economy. The practice of physical merchants has also verified the sustainability of the "shop broadcast" model. Ju Quanzhi, the founder of the agricultural product brand "Nongxin Nongyi", said that through three years of continuous "shop broadcast" operation, its brand Tiktok "shop broadcast" sales accounted for 90%, and led hundreds of growers to increase income. According to the data of Tiktok e-commerce, the number of agricultural goods merchants who gain income from "shop broadcast" will increase by 172% year on year in 2024, and the sales of more than 10000 agricultural goods merchants will break one million yuan. Digital channels are becoming an important channel for agricultural products to go up. 'Store broadcasting' is not only an extension of sales channels, but also a bridge for brands to establish a deep connection with consumers Wang Yixin, Vice President of the Collaborative Innovation Center for Time honored Brands of the China Association of Small and Medium sized Business Enterprises and the Ministry of Commerce, stated that as an important link between production and consumption, e-commerce platforms play a key role in promoting economic circulation and stimulating market vitality. Currently, many time-honored enterprises are accelerating their digital transformation, and more and more domestic brands are gaining popularity through their own live broadcasts. The "shop broadcast" model has innovated the sales path and become an important carrier for cultural inheritance, industrial synergy, and social value creation. With the maturity of live streaming e-commerce, 'shop broadcasting' is rapidly becoming popular and gradually becoming the new normal. Building live streaming scenes has become one of the basic constructions for the development of businesses Li Yongjian, a researcher at the Institute of Finance and Economics Strategy of the Chinese Academy of Social Sciences and vice president of the China Marketing Association, believes that in the future, "store broadcasting" will develop towards specialization and verticality, and businesses with supply chain advantages and content innovation capabilities will have greater growth space. New measures help "shop broadcasting" to expand and expand. In the live streaming scene, the status of "shop broadcasting" continues to rise. The data shows that in 2024, the total volume of goods transactions from the shelf scene of Tiktok E-commerce will exceed 40%, and the total volume of "shop broadcast" goods transactions in the market will also exceed 30%. The total transaction volume brought by "shop broadcasting" has exceeded that of influencer live streaming for two consecutive years. Obviously, the booming development of the "shop broadcast" ecosystem has activated new consumption, not only reducing the operating threshold and costs for merchants, but also building a bridge for brands, merchants, and young consumer groups to communicate directly. To promote the better development of the "shop broadcast" model, live streaming platforms are also continuously increasing their support for shop broadcasts. In January 2025, Tiktok E-Commerce announced nine new measures to support businesses, including free commission for nearly 100 categories of goods, automatic return of promotion fees, reduction of return rate, improvement of complaint rate of businesses, severe crackdown on vicious competition, establishment of small business assistance fund, reduction of freight insurance and deposit, which are considered by the industry as major initiatives of Tiktok E-Commerce's "self innovation". Currently, the e-commerce industry is gradually shifting from a purely traffic driven model to a development model that emphasizes both content and transactions. E-commerce platforms are no longer just platforms for displaying and trading goods, but have become a comprehensive business ecosystem that integrates brand building, user interaction, supply chain management, and other functions. With the increasing diversification and personalization of consumer demands, as well as the continuous improvement of shopping experience requirements, e-commerce platforms need to constantly innovate to adapt to this change. Experts said that with the deepening application of digital technology, the vigorous development of the "shop broadcast" ecology of Tiktok e-commerce is becoming a vivid footnote to the digital transformation of the real economy. The "shop broadcast" model is also expected to further break the time and space constraints, create an immersive shopping experience for consumers, and help businesses open up broader growth space. (New Society)