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Douyin womenswear headliner Laura Password closed before 2024’s 618 sales push. Returns rose from ~30–40% to 70–80%, traffic costs roughly 10×, losses in the tens of millions a year. They still had options—they refused to grind until the name went bad.
Aug 12, 2026
Kuaishou pledged billion-level traffic support in 2026 while shelf and search outpace livestream GMV growth. Live is not dead—it shifts from the only checkout lane to trust and demand ignition inside a full-funnel loop.
Aug 12, 2026
Content commerce left the easy-growth era. Douyin still owns scale but ads and returns crush margin; Kuaishou bets on trust and shelves; Xiaohongshu wins high-ticket discovery yet struggles to close the loop. Pick the decision scene before you pick a warehouse.
Aug 12, 2026
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