TikTok电商全托管模式上线：沙特和英国市场首开放，供应链竞争成关键
5月16日，TikTokShop跨境电商正式宣布全托管模式上线，鼓励OBM（代工厂经营自有品牌）和商家发挥供应链与货品优势，实现货品出海。目前，该模式已向沙特和英国市场开放招商，涵盖服饰、家居、户外、美妆、家电等多个品类。
On May 16, TikTok Shop's cross-border e-commerce officially announced the launch of the full-turnkey model, encouraging OBM (Original Brand Manufacturer) and merchants to leverage their supply chain and product advantages for global expansion. Currently, the model is open for merchant recruitment in Saudi Arabia and the UK, covering categories such as apparel, home goods, outdoor products, beauty, and appliances.
所谓全托管模式，即平台提供全方位经营保障，商家专注供货。具体而言，商家不再直接运营店铺和发货，而是将商品统一备货至平台仓库。经过审核后，商品将在TikTok Shop上架销售，平台负责后续的物流和售后问题。
The full-turnkey model means the platform provides comprehensive operational support, allowing merchants to focus solely on supplying goods. Specifically, merchants no longer directly manage stores or handle shipping. Instead, goods are stocked in the platform's warehouses. After approval, products are listed on TikTok Shop, with the platform handling logistics and after-sales services.
这一调整被视为TikTok电商的重大战略转型。早在5月11日，就有报道称TikTok电商跨境业务将启动类自营的全托管模式（代号"S项目"）。据知情人士透露，该模式早在2022年下半年就在沙特进行试点，目前沙特市场的单日流水已超过40万美元，重点类目为3C和服装。
This adjustment is seen as a major strategic shift for TikTok's e-commerce. As early as May 11, reports indicated that TikTok's cross-border business would launch a semi-self-operated full-turnkey model (codenamed "Project S"). According to insiders, the model was piloted in Saudi Arabia in late 2022, with current daily GMV exceeding $400,000, focusing on 3C and apparel categories.
一位跨境卖家表示已收到官方招商邀请，准备试水中东市场。根据公开规则，入驻商家无需缴纳费用，合作涵盖供货、结算、物流及退货等环节。据获取的OBM供货合同显示，商家可自提退货、申请提价，商品由平台审批，结算方式为以销定结，每月1号、16号结算。
A cross-border seller stated they had received an official invitation to explore the Middle East market. According to public rules, merchants pay no fees to join, with cooperation covering supply, settlement, logistics, and returns. An obtained OBM supply contract shows merchants can retrieve returns and request price adjustments, with products approved by the platform and settlement based on sales every 1st and 16th of the month.
分析认为，TikTok此次转型可能源于内部风控和外部竞争压力。此前的高补贴低佣金策略虽吸引大量卖家，但也带来商品投诉等治理难题。全托管模式下，平台对商品和物流的把控更精准，商家运营更简单。
Analysts suggest TikTok's shift may stem from internal risk control and external competition pressures. Previous high-subsidy, low-commission strategies attracted many sellers but also led to governance challenges like product complaints. The full-turnkey model allows tighter platform control over products and logistics while simplifying merchant operations.
值得注意的是，Temu和SHEIN的成功可能促使了TikTok的调整。SHEIN通过"供应链-平台-海外消费者"模式连续四年盈利，2022年营收达227亿美元；Temu去年登顶北美购物APP下载榜。相较TikTok的兴趣电商链路，Temu的货架电商更符合海外用户当前消费习惯。
Notably, the success of Temu and SHEIN may have influenced TikTok's adjustment. SHEIN achieved four consecutive years of profitability through its "supply chain-platform-overseas consumers" model, with 2022 revenue reaching $22.7 billion; Temu topped North American shopping app downloads last year. Compared to TikTok's interest-based e-commerce, Temu's shelf-based model better aligns with current overseas consumer habits.
目前，速卖通、Lazada等平台也已推出全托管服务。但对TikTok而言，供应链建设和库存管理将成为关键挑战。平台正积极招募具备稳定供货能力的工厂型商家，原跨境团队部分人员已转向全托管项目招商。
Currently, AliExpress and Lazada have also launched full-turnkey services. But for TikTok, supply chain development and inventory management will be critical challenges. The platform is actively recruiting factory-type merchants with stable supply capabilities, with some original cross-border team members shifting to full-turnkey recruitment.
值得关注的是，东南亚市场的跨境商家仍可通过原平台模式经营，珠宝水晶类、海外仓备货或品牌商家被推荐优先使用平台模式。这表明TikTok希望有个过渡期而非一刀切。
Notably, Southeast Asian cross-border merchants can still operate via the original platform model, with jewelry, overseas warehouse-stocked, or brand merchants recommended to prioritize the platform model. This suggests TikTok wants a transition period rather than an abrupt change.
