2024年出海掘金指南：TikTok如何助力跨境电商、游戏和短剧三大赛道
2024年接近尾声，在国际形势风云变幻之下，电商、游戏、短剧出海三大领域成为今年当之无愧的吸金王者。而在行业繁荣的背后，出海玩家们正在依托一个必不可少的营销与流量抓手——TikTok。
As 2024 draws to a close, amid changing international situations, three major sectors - cross-border e-commerce, gaming and short drama overseas expansion - have undoubtedly become this year's most lucrative fields. Behind this industry prosperity, overseas players are relying on an essential marketing and traffic tool - TikTok.
2024出海成绩单 | 2024 Overseas Performance Report
跨境电商数据：2024年前三季度，中国跨境电商进出口额达1.88万亿元人民币，同比增长11.5%。其中出口额1.48万亿元，增长15.2%。
Cross-border e-commerce data: In the first three quarters of 2024, China's cross-border e-commerce import and export volume reached 1.88 trillion yuan, a year-on-year increase of 11.5%. Exports accounted for 1.48 trillion yuan, growing by 15.2%.
游戏出海数据：2024年中国自主研发游戏海外市场实际销售收入185.57亿美元，同比增长13.39%。
Game overseas data: In 2024, the actual overseas sales revenue of China's self-developed games reached $18.557 billion, up 13.39% year-on-year.
短剧出海数据：2024年上半年出海短剧平台总流水突破23亿美元，预计全年将超40亿美元。
Short drama overseas data: In the first half of 2024, overseas short drama platforms' total revenue exceeded $2.3 billion, with full-year projections surpassing $4 billion.
行业繁荣背后的推手 | Driving Forces Behind Industry Prosperity
跨境电商、游戏和短剧这三大2024最吸金的出海赛道，都离不开TikTok这个舞台。据TikTok for Business数据显示，这些行业2024年在TikTok上的广告投入都有所上涨，尤其是TikTok Shop、小游戏和短剧，收入猛涨。
The three most lucrative overseas sectors in 2024 - cross-border e-commerce, gaming and short dramas - all rely on the TikTok platform. According to TikTok for Business data, advertising investments in these industries on TikTok have all increased in 2024, with particularly strong revenue growth in TikTok Shop, mini-games and short dramas.
2025年代理商营销机遇 | 2025 Marketing Opportunities for Agents
1. TikTok Shop直播电商
2025年，TikTok Shop仍将是跨境电商的重要增长点。代理商可建立直播能力，将"直播+投流"一体化。
1. TikTok Shop Live Commerce
In 2025, TikTok Shop will remain a key growth driver for cross-border e-commerce. Agents can develop live streaming capabilities and integrate "live streaming + ad placement".
2. 短剧产业链延伸
代理商可将服务向上游延伸至承制，升级为"承制+投流""分销+投流"一体化模式。
2. Short Drama Industry Chain Extension
Agents can extend services upstream to production, upgrading to integrated models like "production + ad placement" and "distribution + ad placement".
3. 小游戏出海
2025年中轻度游戏出海将持续增长，代理商需要帮助客户抓住这一风口。
3. Mini-game Overseas Expansion
The overseas expansion of mid-core and casual games will continue to grow in 2025, and agents need to help clients seize this opportunity.
4. 品牌服务布局
数据显示，高品牌投入代理的规模和ARPU均实现翻倍增长，品牌建设将成为长期战略。
4. Brand Service Deployment
Data shows that agents with high brand investment have doubled in scale and ARPU, making brand building a long-term strategy.
在即将到来的2025年，TikTok for Business将继续为出海企业及渠道合作伙伴提供包括市场洞察、策略拓展、自动化工具等支持，助力更多企业全球启航！
In the coming 2025, TikTok for Business will continue to provide overseas enterprises and channel partners with support including market insights, strategy expansion and automated tools, helping more companies set sail globally!
