TikTok小店低价铺货时代终结？平台新规推动品牌化转型
TikTok小店低价铺货时代终结？平台新规推动品牌化转型
Is TikTok Shop's Low-Cost Era Ending? New Policies Drive Brand Transformation
图片来源@视觉中国 | Image credit: Visual China Group
TikTok Shop（或称：TikTok小店）总是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 continues to surprise cross-border sellers with policy changes - from deposit requirements to new store probation periods, and now category restrictions - each update shocks the merchant community.
近日，TikTok小店上线的跨境类目管控政策中规定：
The newly implemented cross-border category control policy states:
- 2月1日开始对不在主营类目的商品做审核驳回
- Starting February 1, products outside approved categories will be rejected
- 2月7日前卖家必须确定1个主营类目
- Merchants must select one primary category by February 7
- 今后只可选择这一主营类目在所有国家站点上售卖产品
- Only this category can be sold across all country sites moving forward
新政策影响分析：
Policy Impact Analysis:
SEA ERA创始人朱桂余表示："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。"
Zhu Guiyu, founder of SEA ERA, commented: "After the category restrictions, drop-shipping sellers on TikTok Shop will face severely limited operating space."
平台转型三大信号：
Three Signals of Platform Transformation:
- 打击违规产品，净化平台环境
- Crack down on non-compliant products to improve platform environment
- 整合供应链，筛选优质工厂卖家
- Consolidate supply chains to identify quality factory sellers
- 推动垂直类目深耕，提升转化率
- Promote vertical category specialization to boost conversion
品牌化转型的挑战：
Challenges in Brand Transformation:
饰品卖家Allen表示："很多卖家已经开始涨价了。欧美消费者会更加注重品牌，TikTok小店要进军欧美市场，品牌化是必然的。"
Accessory seller Allen noted: "Many sellers have already raised prices. Western consumers value brands more - brand transformation is essential for TikTok Shop's European/American expansion."
专家预测，这些政策变化将：
Experts predict these policy changes will:
- 淘汰低质量铺货卖家
- Eliminate low-quality drop-shippers
- 吸引品牌和高客单价卖家
- Attract brand and high-ASP sellers
- 改善整体客户体验
- Improve overall customer experience
随着TikTok电商生态的成熟，平台正从野蛮生长阶段转向精细化运营时代。虽然短期可能带来阵痛，但长期有利于中国优质产业出海和品牌全球化发展。
As TikTok's e-commerce ecosystem matures, the platform is transitioning from wild growth to refined operations. While causing short-term pain, these changes will ultimately benefit quality Chinese manufacturers and global brand development.
