亚马逊联手TikTok：社交电商出海新方向与东南亚市场竞价策略
电商与社交媒体融合已成为全球趋势，内容平台与电商平台需要相互借力。近期，亚马逊和TikTok宣布重要合作，为用户提供更便捷的购物体验。
E-commerce and social media integration has become a global trend, requiring content platforms and e-commerce platforms to leverage each other's strengths. Recently, Amazon and TikTok announced a significant partnership to provide users with a more convenient shopping experience.
合作后，TikTok用户可直接在应用中浏览和购买亚马逊商品，无需跳转。此前，这两大平台本是竞争对手，但都面临增长困境：亚马逊电商业务增速放缓，TikTok电商在美国市场进展不顺。
After the partnership, TikTok users can directly browse and purchase Amazon products within the app without redirecting. Previously, these two platforms were competitors but both faced growth challenges: Amazon's e-commerce business growth slowed down, while TikTok's e-commerce struggled in the US market.
强强联合的战略意义
Strategic Significance of the Powerful Alliance
根据合作内容，用户可在TikTok的"为你推荐"页看到亚马逊商品，并通过账户关联实现无缝购物。TikTok特别强调用户隐私保护，允许随时取消账户关联。
According to the partnership, users can see Amazon products on TikTok's "For You" page and achieve seamless shopping through account linking. TikTok particularly emphasizes user privacy protection, allowing users to unlink accounts at any time.
对TikTok的三大价值：
Three Major Values for TikTok:
- 弥补供应链短板
- Addressing supply chain weaknesses
- 缓解监管压力
- Alleviating regulatory pressure
- 探索新盈利模式
- Exploring new monetization models
对亚马逊的核心价值：获取Z世代流量。研究表明74%的Z世代通过TikTok搜索产品，51%更喜欢其视频形式。
Core Value for Amazon: Accessing Gen Z traffic. Research shows 74% of Gen Z searches for products on TikTok, with 51% preferring its video format.
东南亚市场竞价策略
Bidding Strategies for Southeast Asian Markets
在东南亚这个电商快速增长的市场，谷歌广告竞价需要特别注意：
In the rapidly growing e-commerce market of Southeast Asia, Google Ads bidding requires special attention:
- 本地化关键词：使用当地语言和搜索习惯
- Localized Keywords: Use local language and search habits
- 移动端优先：东南亚用户主要使用手机购物
- Mobile-First: Southeast Asian users mainly shop via mobile
- 节日营销：把握斋月、双十一等关键节点
- Festival Marketing: Seize key moments like Ramadan and 11.11
- 网红合作：结合当地KOL提升转化率
- Influencer Collaboration: Partner with local KOLs to improve conversion
亚马逊与TikTok的合作模式为跨境电商提供了新思路，而东南亚市场的竞价策略需要因地制宜，结合平台特性和用户习惯。
The Amazon-TikTok partnership provides new ideas for cross-border e-commerce, while bidding strategies in Southeast Asian markets need to be tailored to local conditions, combining platform characteristics and user habits.
