TikTok直播电商在欧美市场遇冷：文化冲突与商业模式挑战
TikTok直播电商在欧美市场遇冷：文化冲突与商业模式挑战
TikTok's Live E-commerce Struggles in Western Markets: Cultural Clashes and Business Model Challenges
东南亚成功难复制，欧美扩张计划受阻
Success in Southeast Asia Hard to Replicate, Western Expansion Faces Obstacles
在东南亚市场取得巨大成功后，TikTok在欧美市场的发展遇到了阻碍。据《金融时报》报道，TikTok已放弃在欧洲和美国扩大其直播电商业务的计划。
After achieving great success in Southeast Asia, TikTok's development in Western markets has encountered obstacles. According to the Financial Times, TikTok has abandoned plans to expand its live e-commerce business in Europe and the US.
关键数据： TikTok电商2021年GMV达60亿元，其中70%以上来自印尼，英国市场贡献不足30%。
Key Data: TikTok e-commerce GMV reached 6 billion yuan in 2021, with over 70% coming from Indonesia and less than 30% from the UK market.
英国市场遭遇多重挑战
Multiple Challenges in the UK Market
知情人士透露，TikTok原计划于今年上半年在德国、法国、意大利和西班牙推出直播带货功能，并在今年晚些时候将其扩展到美国。但由于英国项目未能达到目标，且一些网红退出，该计划已被取消。
Insiders revealed that TikTok originally planned to launch live streaming shopping features in Germany, France, Italy and Spain in the first half of this year, and expand to the US later this year. However, due to the UK project failing to meet targets and some influencers quitting, the plan has been cancelled.
主要问题包括：
Main issues include:
- 网红薪资过低导致人才流失
- Low influencer compensation leading to talent drain
- 产品质量问题引发消费者投诉
- Product quality issues causing consumer complaints
- 中西方工作文化冲突
- Clash between Chinese and Western work cultures
商业模式水土不服
Business Model Fails to Adapt
TikTok Shop采用直销模式，产品直接从提供大幅折扣的制造商和品牌处销售。这种低价策略带来了假冒伪劣产品问题，遭到戴森等品牌的抵制。
TikTok Shop adopts a direct sales model, with products sold directly from manufacturers and brands offering large discounts. This low-price strategy has led to counterfeit product issues, facing resistance from brands like Dyson.
专家观点： "这种模式行不通，因为英国是一个完全不同的市场和生态系统，但管理层没有听取意见，也拒绝做出改变。"
Expert Opinion: "This model doesn't work because the UK is a completely different market and ecosystem, but management didn't listen to opinions and refused to make changes."
竞争对手虎视眈眈
Competitors Waiting in the Wings
TikTok的流量优势正面临亚马逊、Facebook等巨头的挑战：
TikTok's traffic advantage is being challenged by giants like Amazon and Facebook:
- 亚马逊高价挖角TikTok创作者
- Amazon poaching TikTok creators with high salaries
- Facebook改革信息流与TikTok竞争
- Facebook reforming its newsfeed to compete with TikTok
- eBay推出专门的直播购物平台
- eBay launching dedicated live shopping platform
未来展望： TikTok表示将专注于在英国取得成功，同时继续发展东南亚市场。公司正在尝试改善物流时效，但商业模式和文化适应问题仍需解决。
Future Outlook: TikTok says it will focus on succeeding in the UK while continuing to develop Southeast Asian markets. The company is trying to improve logistics efficiency, but business model and cultural adaptation issues still need to be addressed.
