TikTok美区电商面临禁令危机：175亿美元GMV目标能否实现？
21世纪经济报道记者 董静怡 上海报道 "TikTok Shop美区还能继续运营吗？" 社交平台上，不止一位美区卖家这样发问。
近日，美国哥伦比亚特区巡回上诉法院作出裁决，维持美国总统拜登签署的一项法案，该法案要求TikTok于2025年1月19日前，从母公司字节跳动拆分出来，否则将在美国被禁用。
关键数据：
- TikTok Shop美区"黑五"支付GMV爆发176%
- 2023年GMV达17.5亿美元，2024年目标175亿美元
- 美国有超过700万个商业账户使用TikTok
市场潜力与禁令危机
在很多卖家眼里，平台的红利期甚至还没有过。TikTok Shop在最大的消费市场美国，起步不久但增速显著。就在几天前，TikTok Shop刚刚发布了美区"黑五"的战报，美区支付GMV爆发176%，日均GMV较去年增长超3倍，"黑五"当日销售额突破1亿美元，均创历年大促新高。
Market Potential and Ban Crisis
In the eyes of many sellers, the platform's红利期 hasn't even passed yet. TikTok Shop has shown remarkable growth in the US, the largest consumer market. Just days ago, TikTok Shop released its US "Black Friday" report, showing a 176% surge in GMV, with daily average GMV growing over 3 times year-on-year, and single-day sales exceeding $100 million, setting new records.
卖家困境与应对策略
杭州星颖社营销有限公司创始人刘颖锋表示："大卖们一点也不慌，对于这些传统的跨境电商大卖来说，整个TikTok美区的量可能占其营业额的10%都不到。真正担心且处在被动地位的还是一些中小卖家。"
Seller Dilemma and Coping Strategies
Liu Yingfeng, founder of Hangzhou Xingyingshe Marketing Co., Ltd., said: "Big sellers aren't worried at all. For these traditional cross-border e-commerce sellers, TikTok US may account for less than 10% of their turnover. It's the small and medium sellers who are really concerned and in a passive position."
行业专家观点
本色智库执行院长张周平表示："美国市场是中国出口电商中最重要的市场之一，但该禁令能否得以实施还有待继续观察。如果封禁实施，对TikTok电商来说影响无疑是较大的。"
Industry Expert Perspectives
Zhang Zhouping, executive director of Bense Think Tank, stated: "The US market is one of the most important markets for Chinese export e-commerce, but whether the ban will be implemented remains to be seen. If the ban takes effect, the impact on TikTok e-commerce will undoubtedly be significant."
未来可能的发展路径
- 等待最高法院裁决
- 参考印尼模式寻求合作解决方案
- 开拓其他海外市场
Potential Future Development Paths
- Waiting for the Supreme Court ruling
- Seeking cooperative solutions following the Indonesia model
- Exploring other overseas markets
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