下文为报告部分内容：
趋势一：服饰内衣持续领跑，虚拟充值借宠物险种入场增幅可观
同比去年销售数据，大部分品类皆呈现正增长趋势，13个品类销售额增幅翻倍。其中，虚拟充值在2022年实现高增长，年增长率达 366% 。
宠物险种自4月以来强势吸引高线养宠家庭关注，众安、京东等保险公司皆布局抖音宠物险业务。数字化转型网szhzxw.cn
趋势二：户外运动增长强劲，钓鱼露营已成时尚新风潮
无论是年初的刘宏掀起“毽子操”热潮，还是年末世界杯带来赛事盛宴，“运动”足以成为抖音电商2022年关键词之一。运动户外相关产品成交额增速高达 183% 。
“垂钓”、“露营”等兴趣增长也在抖音崭露头角，相关话题引发广泛讨论。
趋势三：“山货上头条”助销特色生鲜农产品，方寸屏幕成地方经济发展坚实力量
2022年生鲜品类不仅取得171%的超高年增速，且商品客单价也显著提升。抖音凭借“全域兴趣电商”，为农货产业搭建“山货上头条”出圈IP，以数字科技打破地域限制，通过短视频与直播的优质内容，让特色生鲜农特产“被看见”
趋势四：隐形眼镜成年轻人“颜值利器”，新锐国货借抖音实现高速增长数字化转型网szhzxw.cn
随着抖音医疗器械类目入场，2022年隐形眼镜市场在抖音迎来销售爆发。其中，彩片品牌整体销售额同比上涨 1335% ，透明片同比涨幅更是高达3593% 。
除了老牌大厂借抖音寻找新增量，新锐国货品牌营销实力更是不容小觑。年度隐形眼镜排行TOP10中，国货品牌占比高达 60%。
趋势五：头部品牌竞争愈发精彩，新进品牌实力不容小觑
总体来看，2022年头部TOP100品牌竞争激烈，不少新入场抖音的大牌都实现强势增长。如家用电器品牌[追觅]，通过自播矩阵精准营销客群需求;美妆品牌AMIRO觅光)合作大量高品质达人实现声量销量双丰收。
细看各品类，大部分CR10头部集中度变化不大，但3C数码与运动户外品类在原先高占比基础上下降明显，小品牌发展迅猛，机会渐显。
翻译：数字化转型网szhzxw.cn
The following is part of the report:
Trend one: clothing underwear continues to lead, virtual recharge by pet insurance admission increased considerably
Compared with last year’s sales data, most categories showed a positive growth trend, with 13 categories doubling their sales growth. Among them, virtual recharge achieved high growth in 2022, with an annual growth rate of 366%.
Since April, pet insurance has attracted the attention of high line pet raising families. Insurance companies such as Zhongan and Jingdong have arranged pet insurance business of Douyin.数字化转型网szhzxw.cn
Trend two: Outdoor sports are growing strongly. Fishing camping has become a new fashion trend
Whether Liu Hong set off the craze of “shuttlecock exercise” at the beginning of the year, or the World Cup brought the event feast at the end of the year, “sports” is enough to become one of the key words of Douyin e-commerce in 2022. The turnover of sports and outdoor related products increased as high as 183%.
A growing interest in “fishing” and “camping” has also emerged in Douyin, sparking widespread discussion on related topics.
Trend three: “mountain goods on the headlines” to help sales of characteristic fresh agricultural products, square inch screen into a solid force for local economic development
In 2022, fresh products not only achieved a super-high annual growth rate of 171%, but also significantly increased the price of commodity customers. By virtue of the “e-commerce of global interest”, Douyin builds an IP of “Mountain products making headlines” for the agricultural products industry, breaks the regional restrictions with digital technology, and “sees” the special fresh agricultural products through short videos and high-quality live content.
Trend four: Contact lenses into young people “appearance level weapon”, new Chinese products through Douyin to achieve rapid growth数字化转型网szhzxw.cn
With the entry of the medical device category of Douyin, the 2022 contact lens market will see a sales explosion on Douyin. Among them, the overall sales of color film brand increased by 1335% year on year, and transparent film increased by 3593% year on year.
In addition to the old factory borrow Douyin to find new increment, the new sharp domestic brand marketing strength is not to be underestimated. Sixty percent of the TOP10 contact lens brands were made in China.
Trend five: the top brand competition is more exciting, new brand strength can not be underestimated
In general, competition among TOP100 brands in 2022 is fierce, and many new brands entering Douyin have achieved strong growth. For example, household appliance brand [search], accurately marketing customer demand through self-seeding matrix; AMIRO Miguang, a beauty brand, has cooperated with a large number of high-quality talents to achieve both sound volume and sales.数字化转型网szhzxw.cn
Looking closely at each category, the concentration of most CR10 heads did not change much, but 3C digital and sports outdoor categories declined significantly on the basis of the original high proportion. Small brands developed rapidly, and the opportunities gradually showed up.
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