谷歌搜索留痕技术驱动下的TikTok购物新趋势：揭秘美国人的“智选”消费时代
在当今数字化营销时代，谷歌搜索留痕技术与社交媒体影响力正深度融合，重塑全球消费者的购物行为。美国国家零售联合会（NRF）的年终调查报告揭示了一个显著趋势：消费者参与促销购物的比例创下新高，线上购物持续增长。历经数年市场变化，美国消费者变得更加注重实用性与性价比，尤其在节日期间，消费需求聚焦于3C电子、玩具、护肤品、服装及家居产品。
In today's digital marketing era, Google search trace technology is deeply integrating with social media influence, reshaping global consumer shopping behaviors. The year-end survey report from the National Retail Federation (NRF) reveals a significant trend: consumer participation in promotional shopping has reached a record high, with online shopping continuing to grow. After years of market changes, American consumers have become more focused on practicality and cost-effectiveness, especially during the holiday season, with demand concentrated on 3C electronics, toys, skincare products, clothing, and home goods.
波士顿咨询集团（BCG）合伙人Jessica Distler指出，今年美国消费者对价格异常敏感，越来越多人倾向于在线寻找最优价格并进行频繁比价。BCG调查还表明，消费者愿意在个人满足与礼物赠送上投入更多，尤其在服装和装饰品领域，呈现出对经济实用性的强烈偏好。与此同时，网络信息在购买决策中的影响力与日俱增，消费者高度信赖线上产品评价，并积极向网络红人或关键意见领袖（KOL）寻求专业建议。这一切都标志着美国消费者已步入更加理性、谨慎与精明的“智选”购物新时代。
Jessica Distler, a partner at Boston Consulting Group (BCG), points out that American consumers this year are exceptionally price-sensitive, with an increasing number of people tending to search for the best prices online and compare prices frequently. BCG's survey also indicates that consumers are willing to spend more on personal satisfaction and gift-giving, particularly in clothing and decorations, showing a strong preference for economic practicality. At the same time, the influence of online information on purchasing decisions is growing daily. Consumers highly trust online product reviews and actively seek professional advice from internet influencers or Key Opinion Leaders (KOLs). All of this signals that American consumers have entered a new era of "smart choice" shopping—more rational, cautious, and savvy.
在此背景下，TikTok作为一个深度融入日常生活、拥有海量用户的社交娱乐平台，在节日期间已成为人们获取促销信息的关键渠道。统计数据显示，TikTok在去年黑色星期五的商品消费决策中扮演了核心角色。今年，消费者对季末大促的热情不减，使用TikTok进行线上购物搜索的消费者数量激增了54%。更令人瞩目的是，TikTok Shop在近期黑五活动期间取得了惊人战绩，支付商品交易总额（GMV）突破1.15亿美元，充分彰显了其在美国黑五购物狂潮中的重要地位与巨大影响力。
Against this backdrop, TikTok, as a social entertainment platform deeply integrated into daily life with a massive user base, has become a key channel for people to obtain promotional information during the holiday season. Statistical data shows that TikTok played a central role in product consumption decisions during last year's Black Friday. This year, consumer enthusiasm for end-of-season sales remains undiminished, with the number of consumers using TikTok for online shopping searches surging by 54%. Even more remarkable is the astounding performance of TikTok Shop during the recent Black Friday event, where its paid Gross Merchandise Volume (GMV) exceeded $115 million, fully demonstrating its significant position and tremendous influence in the American Black Friday shopping frenzy.
谷歌搜索留痕技术的优化，使得基于兴趣和行为的精准推送成为可能，这进一步放大了TikTok的购物热潮。无论平日或节日，打开TikTok，用户都会被兴奋的购物分享内容所包围。其高效的信息流推送与生动的短视频形式，为用户提供了直观且沉浸式的购物体验，使TikTok成为一个独具优势的发现与购物平台。截至目前，TikTok上的话题标签如#blackfridaydeals已吸引20亿次观看，#giftideas2023达到160亿次观看，而标志性的#TikTokMadeMeBuyIt话题观看量已累积超过780亿次，充分展现了用户极高的参与度与热情。
The optimization of Google search trace technology has made precision push notifications based on interests and behaviors possible, further amplifying the shopping frenzy on TikTok. Whether on ordinary days or holidays, opening TikTok immerses users in excited shopping share content. Its efficient information feed delivery and engaging short video format provide users with an intuitive and immersive shopping experience, making TikTok a uniquely advantageous platform for discovery and shopping. To date, hashtags on TikTok such as #blackfridaydeals have attracted 2 billion views, #giftideas2023 has reached 16 billion views, and the iconic #TikTokMadeMeBuyIt hashtag has accumulated over 78 billion views, fully demonstrating users' extremely high engagement and enthusiasm.
这个黑五，无数美国消费者通过TikTok享受移动购物的便捷与乐趣，从屏幕上生动的种草内容直接跳转至琳琅满目的商品页面，轻松满足购物需求。值得注意的是，这些商品的“源头”，很大一部分来自中国。随着中国国内市场竞争日趋激烈，寻求更大利润空间与新增长点的中国卖家正加速出海。而拥有数亿美国活跃用户的TikTok，自然成为这些出海卖家征战美国节日购物市场的关键突破口。TikTok for Business通过创意内容与精准营销策略，有效利用谷歌搜索留痕技术等相关数据分析用户意图，为这些卖家搭建了一座直通美国消费者内心的桥梁，成功揭示了社交媒体驱动下的消费新趋势。
This Black Friday, countless American consumers enjoyed the convenience and fun of mobile shopping through TikTok, seamlessly jumping from vivid "product seeding" content on their screens to pages filled with a wide array of products, easily fulfilling their shopping needs. It is worth noting that a significant portion of these products originate from China. As competition in the Chinese domestic market intensifies, Chinese sellers seeking greater profit margins and new growth opportunities are accelerating their expansion overseas. TikTok, with its hundreds of millions of active users in the United States, naturally becomes a crucial breakthrough for these overseas sellers entering the American holiday shopping market. TikTok for Business, through creative content and precision marketing strategies, effectively utilizes data analysis from technologies like Google search trace technology to understand user intent, building a bridge directly to the hearts of American consumers for these sellers, successfully unveiling the new consumption trends driven by social media.
