TikTok禁令危机：业务持续扩张与法律抗争之路
近期，TikTok面临前所未有的挑战。美国总统拜登签署了一项价值950亿美元的法案，要求字节跳动在约9个月内剥离TikTok美国业务，否则将面临全国禁令。TikTok对此回应称："这项违宪的法案是对TikTok的禁令，我们将在法庭上挑战它。"
Recent developments have put TikTok in an unprecedented crisis. US President Joe Biden signed a $95 billion bill requiring ByteDance to divest its US TikTok business within approximately nine months, or face a nationwide ban. TikTok responded: "This unconstitutional law is a ban on TikTok, and we will challenge it in court."
TikTok在美国拥有巨大影响力。截至2024年3月，TikTok在美国的活跃用户达1.7亿，占美国总人口近一半。牛津经济研究院报告显示，TikTok上的中小企业为美国提供了22.4万个就业岗位，2023年为美国GDP贡献242亿美元。
TikTok wields significant influence in the US. As of March 2024, TikTok has 170 million active users in the US, nearly half of the country's population. According to Oxford Economics, small businesses on TikTok support 224,000 American jobs and contributed $24.2 billion to US GDP in 2023.
法律抗争与用户动员。TikTok已采取多项措施应对禁令威胁，包括：1) 向1.7亿用户发送三轮弹窗呼吁反对法案；2) 发起"KeepTikTok"活动鼓励创作者发声；3) 组织创作者游说国会。CEO周受资在视频中表示："这是一个令人沮丧的时刻，但它不需要成为一个决定性时刻。"
Legal battles and user mobilization. TikTok has taken multiple countermeasures: 1) Sent three rounds of pop-ups to 170 million users opposing the bill; 2) Launched the "KeepTikTok" campaign encouraging creators to speak out; 3) Organized creator lobbying on Capitol Hill. CEO Shou Zi Chew stated in a video: "This is a disappointing moment, but it doesn't have to be a defining one."
业务扩张持续进行。尽管面临禁令威胁，TikTok仍在积极拓展业务：1) 测试新应用"TikTokNotes"（类似小红书）；2) 电商业务全球化，进入东南亚和欧洲市场；3) 2024年GMV目标设定为500亿美元；4) 推出全托管跨境电商模式。内部人士表示："业务还要继续干。"
Business expansion continues. Despite the ban threat, TikTok keeps expanding: 1) Testing new app "TikTokNotes" (similar to Xiaohongshu); 2) Globalizing e-commerce in Southeast Asia and Europe; 3) Setting 2024 GMV target at $50 billion; 4) Launching fully-hosted cross-border e-commerce model. An insider said: "The business must go on."
东南亚市场成为关键。随着美国市场受阻，TikTok正将更多资源投向东南亚。抖音电商副总裁木青已调任TikTok电商，负责国际非服饰运营。分析认为，即便App在美国下架，TikTok仍需维护1.7亿存量用户，同时开拓东南亚等新兴市场。
Southeast Asia emerges as key market. With US obstacles, TikTok is shifting resources to Southeast Asia. Douyin E-commerce VP Mu Qing has transferred to TikTok E-commerce to oversee international non-apparel operations. Analysts note even if banned in the US, TikTok must maintain its 170 million existing users while developing emerging markets like Southeast Asia.
