东方甄选借道TikTok出海：中国直播机构能否复制国内带货模式？
中国头部直播机构正加速布局TikTok海外市场。近期招聘信息显示，东方甄选正在招聘TikTok海外店铺运营、内容运营经理等岗位，月薪最高达4万元。这被业界视为其正式进军海外市场的信号。
Top Chinese livestreaming agencies are accelerating their expansion into TikTok's overseas market. Recent job postings show that Dongfang Zhenxuan is recruiting positions like TikTok overseas store operators and content operation managers, with monthly salaries reaching up to 40,000 yuan. This is seen by the industry as a signal of its official entry into overseas markets.
东方甄选并非孤例。"疯狂小杨哥"背后的三只羊网络近期在新加坡完成首场海外直播，创下TikTok新加坡地区销售新纪录。交个朋友则早在2020年就将海外首站选在印尼。
Dongfang Zhenxuan is not alone. San Zhi Yang Network, behind the popular influencer "Crazy Brother Yang", recently completed its first overseas livestream in Singapore, setting a new sales record on TikTok in the region. Jiaogepengyou chose Indonesia as its first overseas stop as early as 2020.
为什么选择TikTok？数据显示，TikTok美国月活用户达1.5亿。尽管欧美消费者对直播带货接受度仍有限，但东南亚市场转化率已接近国内水平。TikTok Shop为2024年定下500亿美元GMV目标，较2023年翻倍多。
Why choose TikTok? Data shows TikTok has 150 million monthly active users in the US. Although European and American consumers still have limited acceptance of livestream shopping, the conversion rate in Southeast Asian markets has nearly reached domestic levels. TikTok Shop has set a $50 billion GMV target for 2024, more than double that of 2023.
中国商家的优势与挑战：
优势：熟悉抖音玩法、供应链成熟、主播双语能力
挑战：文化差异、本地化运营、用户习惯不同
Advantages and challenges for Chinese merchants:
Advantages: Familiar with Douyin strategies, mature supply chains, bilingual hosts
Challenges: Cultural differences, localization operations, varying user habits
专家指出，直接复制国内模式可能水土不服。需要深入研究目标市场偏好，调整直播方式（如避免国内"321上链接"的叫卖模式），并考虑与当地网红合作。
Experts note that directly copying domestic models may not work. It's necessary to deeply study target market preferences, adjust livestream approaches (like avoiding the domestic "3-2-1 link up" sales pitch), and consider collaborating with local influencers.
随着TikTok商业化加速，2024年将成为中国直播机构出海关键年。能否成功复制国内模式，仍需市场检验。
With TikTok's accelerating commercialization, 2024 will be a crucial year for Chinese livestreaming agencies going global. Whether they can successfully replicate domestic models remains to be tested by the market.
