TikTok印尼电商关停事件深度解析：对中国出海企业的启示

TikTok印尼电商关停事件深度解析：对中国出海企业的启示

In-depth Analysis of TikTok Indonesia E-commerce Shutdown: Lessons for Chinese Companies Going Global

钛媒体App出海参考特约作者：张平 山海图创始人兼CEO
Special Author for Overseas Reference: Zhang Ping, Founder & CEO of Shanhai Map

近期，TikTok Shop印尼关停一事在国内引发了广泛讨论。然而，有些文章的表述存在严重失实，例如抖音海外版本被禁止、印尼政府禁止电商平台等，这些说法毫无真实性可言。

Recently, the shutdown of TikTok Shop in Indonesia has sparked widespread discussion in China. However, some reports contain serious inaccuracies, such as claims that the overseas version of Douyin was banned or that the Indonesian government prohibited e-commerce platforms - these statements are completely untrue.

TikTok电商被封的两大原因

Two Main Reasons for TikTok E-commerce Ban

原因一：TikTok Shop增长势头迅猛，对印尼当地大财团和政界高官构成了威胁

Reason 1: TikTok Shop's rapid growth posed a threat to Indonesian conglomerates and high-ranking officials

尽管目前TikTok Shop印尼的GMV排名第四，但与排名第三的Tokopedia仅一步之遥。按照正常情况，TikTok Shop今年年底的单月GMV有望达到印尼第二，仅次于Shopee。

Although TikTok Shop Indonesia currently ranks fourth in GMV, it was very close to overtaking third-ranked Tokopedia. Under normal circumstances, TikTok Shop's monthly GMV was expected to reach second place in Indonesia by year-end, second only to Shopee.

原因二：TikTok Shop的直播带货模式将导致平台严重依赖外资卖家（尤其是中资卖家）

Reason 2: TikTok Shop's live-streaming commerce model would lead to heavy reliance on foreign sellers (especially Chinese sellers)

对中国出海企业的提醒

Warnings for Chinese Companies Going Global

第一：TikTok在本地的公关能力很弱。从出台法令到关闭电商功能，政府只给了一周的时间。

First: TikTok's local PR capabilities were weak. The government only gave one week from issuing the regulation to shutting down e-commerce functions.

第二：电商业务何时能够回归将取决于政府批准下发电商运营许可证的时间。

Second: When the e-commerce business can return depends on when the government approves the e-commerce operating license.

最后：企业出海印尼时需要明确的底层逻辑是不要将国内中低端制造业的优势直接输出到印尼。

Finally: The fundamental principle for companies entering Indonesia is not to directly export China's advantages in low-to-mid-end manufacturing.

作者简介：张平，山海图创始人兼CEO，2018年进入印尼创业，是国内最早一批出海印尼的科技咨询企业。
About the Author: Zhang Ping, Founder & CEO of Shanhai Map, entered Indonesia in 2018 as one of China's earliest technology consulting firms expanding there.