TikTok商业化战略解析：中国出海品牌如何抓住短视频电商红利
全球短视频巨头加速商业化布局
Global short video giant accelerates commercialization strategy
拥有10亿月活用户的TikTok正在复制抖音的成功商业化路径。近期，TikTok旗下营销平台TikTok for Business在深圳举行大型发布会，向中国品牌展示其营销与电商能力。
With 1 billion monthly active users, TikTok is replicating Douyin's successful commercialization path. Recently, TikTok for Business held a large-scale conference in Shenzhen to showcase its marketing and e-commerce capabilities to Chinese brands.
双轮驱动：广告与电商业务高速增长
Dual engines: Rapid growth in advertising and e-commerce
据《晚点 LatePost》报道，2022年TikTok广告收入已超100亿美元，同比增长150%。其电商业务TikTok Shop已在6个国家布局，2022年上半年GMV超10亿美元。
According to LatePost, TikTok's advertising revenue exceeded $10 billion in 2022, a 150% year-on-year increase. Its e-commerce business TikTok Shop has expanded to 6 countries, with GMV exceeding $1 billion in the first half of 2022.
成功案例：中国品牌如何玩转TikTok
Success stories: How Chinese brands leverage TikTok
中国拖鞋品牌朴西通过一条"踩屎感"短视频在泰国爆红，一周内获得50万播放量，销量增长5倍。该品牌通过TikTok营销将产品定位从1美元提升至10美元，实现品牌溢价。
Chinese slipper brand Poshi went viral in Thailand through a "cloud-like comfort" short video, gaining 500,000 views in one week and increasing sales by 5 times. Through TikTok marketing, the brand repositioned its products from $1 to $10, achieving brand premium.
专家建议：出海战略与市场选择
Expert advice: Cross-border strategies and market selection
复星锐正资本阮飞指出："中国商家可转换思维，先通过TikTok流量红利快速起量，再组建研发团队。"建议品牌先从文化相近的东南亚市场试水，再拓展欧美等主流市场。
Fosun RZ Capital's Ruan Fei noted: "Chinese merchants can shift their mindset, first leveraging TikTok's traffic dividends for quick volume, then building R&D teams." He recommends brands first test waters in culturally similar Southeast Asian markets before expanding to mainstream markets like Europe and America.
平台支持：TikTok Shop的社群电商优势
Platform support: TikTok Shop's community commerce advantage
TikTok Shop在东南亚的亮点是形成用户评价-二次传播的良性循环。数据显示，每4个用户就有1个会回到平台分享购物体验，帮助商家获得免费流量。
TikTok Shop's highlight in Southeast Asia is creating a user reviews-secondary dissemination virtuous cycle. Data shows that 1 in 4 users will return to the platform to share shopping experiences, helping merchants gain free traffic.
未来计划：深耕产业带吸引中小商家
Future plans: Deepening industrial clusters to attract SMEs
TikTok将于6-9月开展"新海计划"，重点走访广州服饰、3C、美妆、家居等产业带，为中小商家提供出海支持，进一步扩大平台商家生态。
TikTok will launch the "New Ocean Program" from June to September, focusing on visiting industrial clusters in Guangzhou for apparel, 3C, beauty, and home goods, providing cross-border support for SMEs to further expand the platform's merchant ecosystem.
