稳定的广州SEO推广与谷歌竞价推广：TikTok小店站群模式还能走多远？低价时代即将终结？
图片来源@视觉中国 | Image credit: @Visual China
文 | 雨果跨境 | By Hugo Cross-border
TikTok Shop（或称：TikTok 小店）总能给跨境人带来不一样的"惊喜"，从推出保证金政策到跨境新店铺考察期限单，再到上线跨境类目管控政策，每一次都让卖家为之震惊。
TikTok Shop (or: TikTok Store) always brings "surprises" to cross-border sellers - from deposit policies to new store order limits, and now category control policies, each update shocks the seller community.
近日，TikTok 小店上线的跨境类目管控政策中规定，TikTok 小店将于 2 月 1 日开始对不在主营类目的商品做审核驳回，2 月 7 日前卖家必须确定 1 个主营类目，且今后只可选择这一主营类目在所有国家站点上售卖产品。
The newly launched cross-border category control policy states that from February 1st, TikTok Shop will reject products outside sellers' main categories. Before February 7th, sellers must select one primary category and can only sell products within this category across all country sites.
跨境新店铺考察期限单规则更新后减少了店铺日订单的数量，新政策要求普招和定邀卖家新开店铺的日订单量不超过 10 单和 50 单，60 天内的订单量至少达到 300 单和 1000 单方可通过考察期，解除限单。
The updated new store assessment policy reduces daily order limits: regular and invited sellers can only process 10 and 50 orders/day respectively during probation. To pass assessment, they must reach 300 and 1,000 orders within 60 days to lift restrictions.
上述两项政策均在 2023 年 1 月发行，在类目和单量方面对 TikTok 小店卖家的销售进行了限制，而新政的矛头似乎都指向了铺货，这也预示着 TikTok 精细化运营的时代已经到来，野蛮生长的态势将告一段落。
Both policies issued in January 2023 restrict sellers in categories and order volumes, clearly targeting store group operations. This signals TikTok's shift toward refined operations, ending the era of wild growth.
不过，在 TikTok 小店全球化布局以及电商生态尚未成熟的今天，便如此"着急"的对卖家进行限制，着实让人有些不解。然而，却有卖家表示，TikTok 小店这些政策的发布是为了中国优质产业能够更好地出海……
However, it's puzzling why TikTok Shop would implement such restrictive policies while its global expansion and e-commerce ecosystem remain immature. Some sellers suggest these measures aim to help quality Chinese industries expand overseas more effectively...
01 TikTok 小店铺货之路已断 | 01 The End of TikTok Shop's Store Group Model
"跨境类目管控政策上线之后，TikTok 小店铺货卖家的生存空间就变得非常小了。"SEA ERA 创始人朱桂余告诉雨果跨境。
"After the category control policy took effect, store group sellers on TikTok Shop face shrinking opportunities," said Zhu Guiyu, founder of SEA ERA, to Hugo Cross-border.
2021 年 TikTok 小店开通了印尼和英国站点，并于 2022 年陆续上线了泰国、越南、马来西亚、菲律宾和新加坡站点。彼时 TikTok 小店最流行的便是铺货，可以跨类目上架产品也导致平台上衍生出一批售卖"黑五类、灰五类"违规产品以及货不对板和仿牌产品的卖家。
In 2021, TikTok Shop launched in Indonesia and UK, expanding to Thailand, Vietnam, Malaysia, Philippines and Singapore in 2022. The store group model flourished then, with cross-category listings enabling sales of prohibited "black/gray" products, counterfeit goods, and misrepresented items.
02 打破低价魔咒，TikTok 小店还需要多久？ | 02 How Long Until TikTok Shop Breaks the Low-Price Curse?
出海电商从粗犷式发展到合规精细化运营，或许会经历短暂的阵痛阶段，而这却是成长过程中不可或缺的一环。
The transition from extensive to compliant refined operations may bring short-term pains, but it's essential for overseas e-commerce growth.
03 TikTok 小店下一站：品牌 | 03 TikTok Shop's Next Stop: Branding
与亚马逊不同的是，TikTok Shop 是基于 TikTok 短视频以及直播等形式开展的电商业务，因此产品差异化和内容推广才是卖家最需要重视的。
Unlike Amazon, TikTok Shop operates through short videos and livestreams, making product differentiation and content marketing crucial for sellers.
总结：随着TikTok Shop政策收紧，广州SEO推广和谷歌竞价推广的精准运营策略将变得更加重要。卖家需要从铺货模式转向精品化和品牌化发展道路。
Conclusion: As TikTok Shop tightens policies, Guangzhou SEO and Google Ads precision marketing becomes vital. Sellers must transition from store groups to premium products and branding strategies.
