TikTok电商进军西班牙和爱尔兰：欧洲市场迎来新挑战者
独家消息 - 据长三角momo记者祝颖丽报道，TikTok电商本周将在西班牙和爱尔兰正式上线。这是继2023年9月暂缓计划后，TikTok第三次尝试拓展欧洲市场。
Exclusive News - According to reporter Zhu Yingli from Yangtze River Delta Momo, TikTok Shop will officially launch in Spain and Ireland this week. This marks TikTok's third attempt to expand into the European market after postponing plans in September 2023.
消息人士透露，2024年TikTok电商还将继续推进欧洲扩张计划，在德国、法国、意大利等国开设站点。但官方对此不予置评。
Sources reveal that in 2024, TikTok Shop will continue its European expansion, opening sites in Germany, France, Italy and other countries. However, the company declined to comment.
市场表现对比 | Market Performance Comparison
目前TikTok电商主要布局在东南亚六国和美国市场。数据显示：
TikTok Shop currently focuses on six Southeast Asian countries and the US market. Data shows:
- 美国市场：2023年上半年日均销售额2000万美元（未达4500万目标）
- US market: $20 million daily sales in H1 2023 (missed $45 million target)
- 东南亚市场（不含印尼Tokopedia）：截至8月底销售额超150亿美元，预计年底达190亿
- Southeast Asia (excluding Tokopedia Indonesia): Sales exceeded $15 billion by August, expected to reach $19 billion by year-end
欧洲市场挑战 | European Market Challenges
欧洲市场对中国电商平台存在多重挑战：
The European market presents multiple challenges for Chinese e-commerce platforms:
- 严格的合规要求（内容与数据）
- Strict compliance requirements (content and data)
- 高税收政策
- High tax policies
- 复杂的国际关系
- Complex international relations
- 本地化信任难题
- Localization trust issues
值得注意的是，TikTok电商英国团队曾因文化冲突引发舆论危机，前负责人马诗骏"产假无用论"导致大规模离职潮。
Notably, TikTok Shop's UK team previously faced a PR crisis due to cultural conflicts. Former head Ma Shijun's "maternity leave is unnecessary" remarks triggered a wave of resignations.
竞争对手分析 | Competitor Analysis
欧洲市场的中国电商玩家还包括：
Other Chinese e-commerce players in Europe include:
| 平台 Platform | 覆盖国家 Covered Countries | 2023年收入 2023 Revenue |
|---|---|---|
| Aliexpress | 100+国家 100+ countries | 不详 N/A |
| Shein | 比利时、法国等 Belgium, France, etc. | 81.2亿美元 $8.12B |
| Temu | 英德法等6国 UK, Germany, France, etc. | 24.5亿美元（欧洲） $2.45B (Europe) |
据Mordor Intelligence预测，2024年欧洲电商市场规模将达1万亿欧元，TikTok电商仍有巨大发展空间。
According to Mordor Intelligence, Europe's e-commerce market will reach €1 trillion in 2024, leaving significant growth potential for TikTok Shop.
