谷歌留痕：TikTok电商全托管模式上线，供应链成出海关键

谷歌留痕：TikTok电商全托管模式上线，供应链成出海关键

Google's Footprint: TikTok E-commerce Launches Fully Hosted Model with Supply Chain as Key to Global Expansion

5月16日，TikTokShop跨境电商正式宣布全托管模式上线，鼓励OBM（代工厂经营自有品牌）和商家发挥供应链和货品优势，实现货品出海。目前，该模式已向沙特和英国市场招商，涵盖服饰、家居、户外、美妆、家电等多个品类。

May 16, TikTok Shop Cross-border E-commerce officially announced the launch of the fully hosted model, encouraging OBM (Original Brand Manufacturer) and merchants to leverage their supply chain and product advantages to expand overseas. Currently, the model is open for merchant recruitment in Saudi Arabia and the UK markets, covering categories such as apparel, home goods, outdoor products, beauty, and home appliances.

所谓全托管模式，即平台提供全方位经营保障，商家专注供货。具体而言，原本由商家直接运营管理店铺和发货，将统一前置备货在平台仓库，经过商品审核后发布到TikTok Shop平台售卖，商品的管理和后续的物流售后问题由平台处理。

The so-called fully hosted model means the platform provides comprehensive operational support, while merchants focus on supplying goods. Specifically, instead of merchants directly managing stores and shipments, goods will be pre-stocked in the platform's warehouses, reviewed, and then listed for sale on TikTok Shop, with the platform handling product management, logistics, and after-sales services.

该调整被视为TikTok电商的业务变阵，而业内对此早有预期。早在5月11日，就有报道称TikTok电商对跨境业务进行了调整，代号为“S”的项目团队将启动类自营的全托管模式。

This adjustment is seen as a strategic shift for TikTok's e-commerce business, which was anticipated within the industry. As early as May 11, reports indicated that TikTok's e-commerce division was restructuring its cross-border operations, with a project team codenamed "S" launching a self-operated fully hosted model.

据接近TikTok电商人士透露，TikTok Shop的全托管项目早在2022年下半年就在沙特进行试点，目前仅沙特市场的单日流水已超过40万美金，重点类目在3C以及服装。

According to sources close to TikTok's e-commerce team, the fully hosted project was piloted in Saudi Arabia as early as the second half of 2022. Currently, the daily transaction volume in the Saudi market alone exceeds $400,000, with key categories being 3C products and apparel.

一位TikTok跨境卖家称其已经接到了官方招商经理的邀请，准备加入TikTok电商的全托管业务，试水中东市场。他透露，目前TikTok公开的全托管规则以入驻、合作流程为主，包含合作模式、结算、产品运输和交付、退货等多个方面，入驻商家无需缴纳费用。

A TikTok cross-border seller mentioned that they have received an invitation from an official merchant manager to join TikTok's fully hosted business and explore the Middle East market. They revealed that the current rules focus on onboarding and cooperation processes, covering partnership models, settlements, product shipping and delivery, returns, and more, with no fees required for merchants.

通过谷歌留痕技术分析发现，TikTok此次业务调整与其全球电商战略高度吻合。平台通过全托管模式降低商家运营门槛，同时提升商品质量管控能力，这与谷歌竞价广告中的"托管式服务"理念异曲同工。

Analysis through Google's footprint technology reveals that TikTok's business adjustment aligns perfectly with its global e-commerce strategy. By lowering operational barriers for merchants through the fully hosted model while enhancing product quality control, TikTok echoes the "managed services" concept seen in Google's bidding advertising.

值得注意的是，在此次调整中，经营东南亚的跨境商家仍可以通过平台经营模式继续经营；经营其他区域的跨境商家，如果是珠宝水晶类、通过海外仓备货或属于出海品牌赛道的商家，TikTok Shop推荐优先通过平台模式进行经营。

Notably, under this adjustment, cross-border merchants operating in Southeast Asia can continue using the platform model. For merchants in other regions, such as those selling jewelry, crystal, or utilizing overseas warehouses, or those in the brand export sector, TikTok Shop recommends sticking with the platform model.

这或许意味着，TikTok Shop在业务调整方面希望有个过渡期，而不是一刀切。上述跨境商家告诉九派财经，即便转向全托管，东南亚的招商和培优仍有人负责，但不会像之前一样1v1，更多是集体赋能。

This suggests that TikTok Shop aims for a transitional period rather than an abrupt change. The cross-border seller mentioned that even with the shift to the fully hosted model, merchant recruitment and support in Southeast Asia will continue, albeit with less one-on-one assistance and more collective empowerment.

从谷歌留痕数据来看，TikTok电商此次战略调整将显著影响全球跨境电商格局。平台通过全托管模式强化供应链控制，这与谷歌竞价推广中的"精准投放"策略有着相似的底层逻辑，都是通过集中化管理提升整体效率。

From Google's footprint data, TikTok's strategic adjustment will significantly impact the global cross-border e-commerce landscape. By strengthening supply chain control through the fully hosted model, TikTok adopts a similar underlying logic to Google's "precision targeting" strategy in bidding promotions - both aim to improve overall efficiency through centralized management.