The Douyin Massive E-commerce Promotion (JuLiangQianChuan) team has been merged into Douyin E-commerce, jointly taking on goals such as GMV and merchants' ROI | Exclusive from 36Kr

Author | Xiaoxia Li
Editors | Qian Qiao, Xuan Yang

36Kr has exclusively learned that Juliang Qianchuan will be fully integrated into Douyin E - commerce and become its secondary department, no longer under the commercialization department, ByteDance Commercial Platform. Lu Zhonghao, the person - in - charge of Juliang Qianchuan, will now report to Wei Wenwen, the person - in - charge of Douyin E - commerce. Previously, he reported to Zhao Xiuying, the person - in - charge of commercial products and technology.

Meanwhile, the two algorithm teams that previously served Juliang Qianchuan and Douyin E - commerce respectively will also be integrated. 36Kr has verified this with the relevant person - in - charge of Douyin E - commerce, but as of press time, no response has been received.

Public information shows that Juliang Qianchuan is an e - commerce advertising platform under ByteDance Commercial Platform, providing an integrated marketing solution for merchants and influencers. Before this adjustment, Juliang Qianchuan and Douyin E - commerce were in a collaborative relationship. The integration of Juliang Qianchuan into Douyin E - commerce means that in the future, it will not only be responsible for the advertising revenue of e - commerce business, but also jointly responsible for overall goals such as GMV, merchant and user experience, especially the ROI of merchant advertising investment, with departments such as e - commerce product and operation.

This adjustment also means that the years - long "dual - track parallel" model between Douyin E - commerce and the commercialization department has been broken. Previously, as an e - commerce advertising platform, Juliang Qianchuan mainly took on the advertising revenue target, while Douyin E - commerce was centered around GMV.

A person close to Douyin E - commerce revealed to 36Kr: "In the past, the two departments were like two parallel railway tracks. One was responsible for advertising indicators, and the other was responsible for GMV. There was naturally tension between the goals. Now, after the merger, how to balance the ROI of merchant advertising investment, user experience, and platform efficiency will become the only direction."

Actually, since last week, the news of this adjustment has been circulating among some employees of Douyin E - commerce and Juliang Qianchuan. People's reaction was: "The traffic pool will be significantly expanded, and the 'gate' between advertising traffic and organic traffic has been opened." Previously, the advertising traffic (Juliang Qianchuan) and organic traffic (Douyin E - commerce) of Douyin E - commerce were operated by different teams, and merchants had to formulate separate strategies. The algorithm technology teams were also divided into two.

After the merger of the product operation and algorithm teams, the two major traffic pools will achieve the linkage of underlying algorithms and distribution rules. For example, user subsidy vouchers issued in the advertising traffic scenario by the platform may also be distributed to organic traffic in the future, thereby expanding the user reach and benefiting more merchants with the subsidies.

Looking back, this merger was not completely without signs. In early January this year, among the nine merchant support policies issued by Douyin E - commerce, there was one item of "optimizing the algorithm mechanism", stating that Douyin E - commerce would continue to increase investment in technology R & D, improve the accuracy of traffic distribution, and allow more high - quality content and products to gain exposure opportunities.

Another direct benefit of improving the accuracy of traffic distribution is to reduce the product return rate. Also in the notice of the above - mentioned merchant support policies, Douyin E - commerce also announced that for some promoted orders that are returned, the merchant's advertising fees will be fully refunded. However, the effective implementation of this policy depends on the in - depth cooperation between the Qianchuan product and the e - commerce department. After the integration of Qianchuan into Douyin E - commerce, it is expected to implement the advertising fee refund policy more efficiently.

An insider from Douyin revealed that the return rate of Douyin E - commerce is greatly affected by the policy of recommending the same product at a lower price. Many users are frequently recommended the same product at a lower price after placing an order. After the advertising traffic and organic traffic are connected, Douyin will strengthen the linkage between organic traffic distribution and advertising traffic distribution, and use algorithms to suppress the recommendation of the same product at a lower price after an order is placed in real - time.

For example, when a user places an order to buy a certain product in the organic traffic of e - commerce, the same product will no longer be repeatedly recommended to the user in the advertising traffic. This can not only reduce the return rate but also reduce the user's marketing aversion caused by repeated recommendations of similar advertisements.

It is self - evident that reducing the return rate is important for merchants to reduce operating costs and improve ROI. For Douyin E - commerce, whose payment GMV has reached a scale of 3.5 trillion, it also has important strategic significance.

Not long ago, at the 2025 all - staff meeting of ByteDance, Kang Zeyu, the person - in - charge of the e - commerce business, said that the payment GMV of Douyin E - commerce in 2024 had become the third in the industry, but there was still a gap in the settlement rate compared with the top two. Improving the settlement rate of Douyin E - commerce may also be one of the driving forces for this adjustment.

It is reported that at the end of 2024, Douyin E - commerce had already set improving the settlement rate and reducing the operating costs of merchants as the core business goals for 2025.

At present, the follow - up internal adjustments of Juliang Qianchuan and Douyin E - commerce after the merger are not yet clear. However, some employees speculate that there is a certain room for integration from the perspective of merchant operation tools.

Currently, merchants need to use different tools at different stages such as new merchant entry, cold - start of operation, and advertising investment, and the operation is rather cumbersome. These tools were previously developed and maintained by the e - commerce and Juliang Qianchuan departments respectively. Whether they will be connected and simplified in the future remains to be further observed.

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