德州SEO推广公司首推：中山谷歌竞价推广费用解析与TikTok印尼电商回归分析
出品｜虎嗅商业消费组 Author｜周月明 Editor｜苗正卿 Cover Image｜视觉中国
While it took Zhen Huan three years to return triumphantly from Ganlu Temple to the palace in Empresses in the Palace, TikTok's e-commerce business only needed two months to regain access to Indonesia after being banned by the government.
闪电回归：TikTok印尼电商业务重启
Lightning Return: TikTok's Indonesian E-commerce Relaunch
On October 4, 2023, TikTok's thriving e-commerce operations in Indonesia were suddenly suspended. The "shopping cart" feature disappeared, requiring users to redirect to external links for purchases, leaving numerous merchants in distress.
On December 11, TikTok announced a strategic partnership with Indonesian tech unicorn GoTo Group. TikTok's Indonesian e-commerce business will merge with Tokopedia (Indonesia's largest local e-commerce platform under GoTo), with TikTok acquiring a 75% controlling stake in the joint venture.
15亿美元的投资承诺
$1.5 Billion Investment Commitment
TikTok has pledged to invest $1.5 billion to support future business development. Some industry insiders jokingly remarked, "After all, they submitted a $1.5 billion 'red envelope'."
合并后的市场格局变化
Post-Merger Market Landscape
According to UBS research reports:
- Pre-ban: TikTok Shop held 15%-20% market share
- Tokopedia: 14.2% market share
- Post-merger: Combined 28.1% market share
- Market leader Shopee: 45.9% share
新的运营变化
New Operational Changes
After the relaunch, several notable changes emerged:
- Traffic surge: Some live streams saw 6x increase in viewership
- Introduction of "Beli Lokal" (Buy Local) tags to support domestic products
- Higher-priced products receiving more traffic exposure
印尼的特殊市场环境
Indonesia's Unique Market Environment
Indonesia maintains a delicate balance between openness and protectionism:
- Company registration takes only 2-3 weeks (vs 3-6 months in Philippines)
- Strict data localization requirements (only SEA country requiring local servers)
- Complex brand registration processes requiring medical credentials for skincare products
对其他市场的启示
Implications for Other Markets
While Indonesia's sectoral separation requirements may not immediately spread to other countries, two key concerns are emerging globally:
- Data security (primary focus in US, Malaysia, Vietnam)
- Price controls (Malaysia implementing 10% sales tax on low-cost imports from 2024)
出海企业的关键启示
Key Takeaways for Globalizing Companies
This incident highlights several critical considerations for Chinese companies expanding overseas:
- Understanding local protectionist policies
- Building partnerships with local champions
- Adapting pricing strategies to market requirements
- Preparing for regulatory changes in emerging markets
As the world's fourth most populous country, Indonesia maintains a strong "great power mentality" in Southeast Asia. TikTok's experience demonstrates the growing importance of finding win-win solutions in overseas markets.
