东南亚跨境电商必看：TikTok平台运营全解析

东南亚跨境电商必看：TikTok平台运营全解析

Must-Know Guide for Cross-Border E-commerce: TikTok Platform Operation Analysis

一、TikTok电商发展现状

Current Status of TikTok E-commerce

TikTok在电商领域的发展势头强劲，已经成为一个不可忽视的电商平台。基于庞大的用户群体，并且用户活跃度非常高，使得TikTok成为一个具有巨大潜力的电商平台。

TikTok has shown strong momentum in the e-commerce sector and has become an unignorable platform. With its massive user base and high engagement rates, TikTok presents tremendous potential for e-commerce.

二、TikTok电商核心优势

Core Advantages of TikTok E-commerce

TikTok电商业务主要采用内容带货模式，通过短视频和直播等吸引用户并推动销售，通过其独特的社交属性和内容优势，在竞争中保持了一定的领先地位。

TikTok's e-commerce primarily adopts a content-driven sales model, attracting users and driving sales through short videos and live streams. Its unique social attributes and content advantages help maintain a competitive edge.

三、TikTok店铺运营模式

TikTok Shop Operation Models

1. 跨境店（Cross-border Store）

支持通过国内（大陆或香港）卖家的营业执照申请入驻，支持从国内发货。跨境店是全球互通的，一店卖全球。

Supports registration with mainland China or Hong Kong business licenses, allows shipping from China. Cross-border stores can sell globally.

2. 本土店（Local Store）

分为纯美本土店和华人Accu店两种形式。美国本土店要求美国本土发货，华人Accu店则要求亚马逊店铺年GMV不低于200万美金。

Includes pure US local stores and Chinese-owned ACCU stores. US local stores require local shipping, while ACCU stores require Amazon store GMV over $2 million annually.

3. 全托管模式（Full Managed Model）

适合有供应链资源的商家，商家只需提供货品和商品信息，平台负责选款上架和物流配送。

Ideal for suppliers with strong supply chain resources. Merchants only need to provide products and information, while the platform handles selection and logistics.

4. 半闭环模式（Semi-closed Loop）

美国和英国半闭环已于2023年9月下线，但即将在8个发达国家重新上线测试。

The US and UK semi-closed loop was discontinued in September 2023, but will soon be relaunched in 8 developed countries for testing.

四、东南亚市场机遇

Southeast Asia Market Opportunities

TikTok电商业务在东南亚市场占据主导地位，GMV占比超过90%。同时，TikTok也在积极扩张欧美市场，并计划进一步拓展欧洲及南美等市场。

TikTok's e-commerce dominates the Southeast Asian market, accounting for over 90% of GMV. Meanwhile, it's actively expanding in European and American markets, with plans to enter South America.

五、运营建议

Operation Recommendations

1. 根据自身资源选择合适的店铺类型
2. 注重内容质量提升转化率
3. 关注平台政策变化及时调整策略

1. Choose the right store type based on your resources
2. Focus on content quality to improve conversion
3. Monitor platform policy changes and adjust strategies accordingly