TikTok Shop美区入驻门槛大调整 跨境商家迎来黄金机遇
随着TikTok Shop美区商家入驻标准的重大调整，跨境电商行业正迎来新一轮发展机遇。 平台不仅降低了亚马逊等主流电商平台卖家的入驻门槛，还新增了TEMU半托管、Shein半托管等新型商家类型，为跨境卖家打开了更广阔的市场空间。
As TikTok Shop significantly adjusts its merchant entry standards for the US market, the cross-border e-commerce industry is ushering in a new round of development opportunities. The platform has not only lowered the entry threshold for sellers from mainstream e-commerce platforms like Amazon, but also added new merchant types such as TEMU semi-hosted and Shein semi-hosted, opening up broader market space for cross-border sellers.
内容电商VS传统电商：激发式购物成新趋势
Content E-commerce vs Traditional E-commerce: Inspired Shopping Becomes New Trend
电商巨头们的博弈正进入下半场角逐，出海逐渐成为电商平台的第二增长曲线。在包括阿里速卖通、Shein、Temu、TikTok Shop等主要跨境电商平台中，TikTok Shop的内容电商模式无疑是最为独特的那一个。
The competition among e-commerce giants is entering the second half, with overseas expansion gradually becoming the second growth curve for e-commerce platforms. Among major cross-border e-commerce platforms including AliExpress, Shein, Temu, and TikTok Shop, TikTok Shop's content e-commerce model is undoubtedly the most unique one.
TikTok Shop跨境电商副总裁木青指出："传统电商是搜索逻辑，内容电商是激发的逻辑。" 这种模式一站式覆盖了"种草-营销-转化"全链路用户生命周期，展现出超强增长性。
Mou Qing, Vice President of TikTok Shop Cross-border E-commerce, pointed out: "Traditional e-commerce is search logic, while content e-commerce is inspiration logic." This model comprehensively covers the entire user lifecycle of "seeding-marketing-conversion", demonstrating super growth potential.
入驻标准两大核心变化
Two Core Changes in Entry Standards
最新调整的TikTok Shop美区商家入驻标准主要呈现两大变化：
The latest adjusted TikTok Shop US merchant entry standards mainly show two changes:
- 平台覆盖更全面：新增TEMU半托管、Shein半托管、阿里速卖通自运营3类商家，目前共支持9家国内与海外电商平台的商家入驻
- 门槛要求更宽松：亚马逊店铺评分要求从4.0降至3.5；取消Walmart、Wayfair、eBay的50万流水要求；取消DTC独立站的粉丝要求
- More comprehensive platform coverage: Added three new merchant types: TEMU semi-hosted, Shein semi-hosted, and AliExpress self-operated, currently supporting merchants from 9 domestic and overseas e-commerce platforms
- More relaxed threshold requirements: Amazon store rating requirement reduced from 4.0 to 3.5; Removed the $500,000 turnover requirement for Walmart, Wayfair, and eBay; Removed follower requirements for DTC independent stations
成功案例：内容电商转化漏斗已跑通
Success Cases: Content E-commerce Conversion Funnel Proven Effective
数据显示，TikTok Shop内容场GMV高速增长达557%，美区日支付用户数增长超3倍。平台已涌现多个成功案例：
Data shows that TikTok Shop's content field GMV grew rapidly by 557%, and the number of daily paying users in the US increased by more than 3 times. Several success cases have emerged on the platform:
- Sweet furniture：入驻2个月即成为家居类目第一，销售额突破亿元
- OQQ：超级品牌日GMV破519万美元，环比增长超200%
- Meoky：一支保温杯创下销售破亿记录，黑五单月销售超15万单
- Sweet furniture: Became No.1 in home category within 2 months of entry, with sales exceeding 100 million yuan
- OQQ: GMV during Super Brand Day exceeded $5.19 million, a month-on-month increase of over 200%
- Meoky: A thermos cup created a sales record of over 100 million, selling over 150,000 units in a single month during Black Friday
备战黑五：平台推出重磅扶持政策
Preparing for Black Friday: Platform Launches Major Support Policies
面对即将到来的黑五购物季，TikTok Shop推出全年最优权益包，包括：
Facing the upcoming Black Friday shopping season, TikTok Shop has launched its best benefits package of the year, including:
流量支持：50亿+站外曝光 + 三大模块站内流量
达人资源：超头明星达人直播间专属坑位
补贴政策：平台让利补贴商品 + GMV目标达成赢取Ads Credit返点
Traffic support: 5 billion+ off-site exposure + three major modules of on-site traffic
Influencer resources: Exclusive slots in super head celebrity influencer live rooms
Subsidy policies: Platform profit-sharing subsidized products + Ads Credit rebates for achieving GMV targets
随着内容电商在全球范围内的持续升温，TikTok Shop美区市场的这次政策调整，无疑将为更多跨境商家提供难得的出海机遇。特别是在黑五购物季前夕，平台各项扶持政策的加码，更值得商家重点关注。
With the continued heating up of content e-commerce worldwide, this policy adjustment in TikTok Shop's US market will undoubtedly provide rare overseas opportunities for more cross-border merchants. Especially on the eve of the Black Friday shopping season, the strengthening of various platform support policies deserves special attention from merchants.
