TikTok Shop美国市场跨境商家自运营模式全面解析 - 入驻指南与平台优势
随着跨境电商的蓬勃发展，TikTok Shop近期宣布向跨境商家开放美国市场的自运营模式（POP模式），为不同类型商家提供更灵活的经营选择。
With the rapid development of cross-border e-commerce, TikTok Shop recently announced the opening of its self-operation model (POP model) for cross-border merchants in the US market, providing more flexible business options for different types of merchants.
一、什么是商家自运营模式？
1. What is the Merchant Self-operation Model?
商家自运营模式（POP模式）是指商家自主负责商品上架、销售、营销、物流等全流程运营。商家可根据自身能力选择通过商城、直播、短视频或达人合作等多种场景进行销售。
The Merchant Self-operation Model (POP model) refers to merchants independently managing the entire process including product listing, sales, marketing, and logistics. Merchants can choose various sales scenarios such as shopping mall, live streaming, short videos, or collaborations with influencers based on their capabilities.
二、三类可入驻商家类型
2. Three Types of Eligible Merchants
1. 美国本土发货商家
要求：具有美国本地仓储物流能力、货架电商运营经验（单店铺年GMV超200万美金）和内容运营能力。
1. US Local Delivery Merchants
Requirements: Possess US local warehousing and logistics capabilities, shelf e-commerce operation experience (single store annual GMV exceeding $2 million), and content operation capabilities.
2. 品牌出海商家
包括：新消费品牌、海外平台头部品牌、大集团自创品牌和超级工厂品牌。
2. Brand Going Global Merchants
Including: New consumer brands, leading brands on overseas platforms, self-created brands of large groups, and super factory brands.
3. 珠宝水晶商家
要求：拥有强大供应链、成熟直播团队和电商短视频经验。
3. Jewelry and Crystal Merchants
Requirements: Possess strong supply chain, mature live streaming team, and e-commerce short video experience.
三、入驻流程
3. Entry Process
1. 核查自身是否符合入驻要求
2. 填写对应类型的飞书问卷
3. 等待平台审核（10-15个工作日）
4. 审核通过后完成注册
1. Check if you meet the entry requirements
2. Fill out the Feishu questionnaire for the corresponding type
3. Wait for platform review (10-15 working days)
4. Complete registration after approval
四、平台优势
4. Platform Advantages
• 流量优势：依托TikTok庞大用户基础
• 营销工具：提供直播、短视频等多种营销方式
• 运营支持：提供店铺运营指导和内容运营帮扶
• Traffic Advantage: Leveraging TikTok's huge user base
• Marketing Tools: Providing various marketing methods including live streaming and short videos
• Operational Support: Providing store operation guidance and content operation assistance
温馨提示：除自运营模式外，TikTok Shop还提供全托管模式，适合希望"躺平式"运营的供应链型商家。
Friendly Reminder: In addition to the self-operation model, TikTok Shop also provides a fully managed model, suitable for supply chain-type merchants who prefer a "hands-off" operation.
