TikTok直播电商在欧美市场遇冷：文化冲突与商业模式挑战

TikTok直播电商在欧美市场遇冷：文化冲突与商业模式挑战

TikTok's Live E-commerce Struggles in Western Markets: Cultural Clashes and Business Model Challenges

东南亚成功 vs 欧美受阻

While achieving great success in Southeast Asia, TikTok's live e-commerce expansion in Europe and America has encountered significant obstacles.

据《金融时报》报道，TikTok已放弃在德、法、意、西等欧洲国家以及美国扩大直播电商业务的计划。知情人士透露，由于英国项目未能达到预期目标，加之部分网红退出，该扩张计划已被取消。

According to the Financial Times, TikTok has abandoned plans to expand its live e-commerce business in Germany, France, Italy, Spain and the US. Insiders revealed that due to the UK project failing to meet targets and some influencers quitting, the expansion plan has been cancelled.

英国市场的多重挑战

Multiple Challenges in the UK Market

1. 消费者接受度低：市场尚未成熟，普通消费者对直播电商的认知和接受仍处于初级阶段。

1. Low Consumer Acceptance: The market is not yet mature, with general consumer awareness and acceptance of live e-commerce still in early stages.

2. 网红流失问题：薪资降低、工作时间长、产品质量差导致网红大量退出。

2. Influencer Attrition: Reduced payments, long working hours and poor product quality have led to mass influencer exits.

3. 文化冲突：中国管理层激进的工作文化（包括无底线加班）引发员工不满。

3. Cultural Clashes: Aggressive work culture (including unlimited overtime) imposed by Chinese management has caused employee dissatisfaction.

商业模式的水土不服

Business Model Incompatibility

TikTok Shop采用的直销模式在英国遭遇挑战：

TikTok Shop's direct sales model faces challenges in the UK:

• 低价策略导致产品质量问题

• Low-price strategy leads to product quality issues

• 品牌商抵制（如戴森）

• Brand resistance (e.g. Dyson)

• 物流时效问题

• Logistics timeliness issues

竞争对手虎视眈眈

Competitors Waiting in the Wings

面对TikTok的困境，亚马逊、Facebook、eBay等巨头纷纷行动：

Facing TikTok's difficulties, giants like Amazon, Facebook and eBay are taking action:

• 亚马逊高薪挖角TikTok创作者（最高10万美元）

• Amazon poaching TikTok creators with high salaries (up to $100,000)

• Facebook全面改革以对抗TikTok

• Facebook undergoing comprehensive reforms to compete with TikTok

• eBay推出专属直播购物平台

• eBay launching dedicated live shopping platform

未来战略调整

Future Strategic Adjustments

TikTok表示将：

TikTok stated it will:

1. 专注英国市场而非欧洲扩张

1. Focus on the UK market rather than European expansion

2. 加强东南亚业务（泰国、马来西亚、越南、印尼）

2. Strengthen Southeast Asian operations (Thailand, Malaysia, Vietnam, Indonesia)

3. 改善物流时效（效仿亚马逊FBA仓模式）

3. Improve logistics timeliness (following Amazon's FBA warehouse model)

行业数据对比

Industry Data Comparison

• 2021年美国直播电商规模：约110亿美元（不到中国的1/18）

• 2021 US live e-commerce market size: ~$11B (<1>

• TikTok电商2021年GMV：60亿元（70%+来自印尼）

• TikTok e-commerce 2021 GMV: ¥6B (70%+ from Indonesia)