东方甄选借力TikTok出海：中国头部主播的跨境电商新战场

东方甄选借力TikTok出海：中国头部主播的跨境电商新战场

Oriental Selection's Next Move: Leveraging TikTok for Global Expansion

中国直播电商巨头东方甄选近期启动TikTok相关职位招聘，包括内容运营经理、商务经理等岗位，月薪达2-4万元。这标志着继疯狂小杨哥、李佳琦等头部主播后，又一家中国电商企业将通过TikTok平台进军海外市场。

China's live-streaming e-commerce giant Oriental Selection has recently launched recruitment for TikTok-related positions, including content operation managers and business managers, with monthly salaries ranging from 20,000 to 40,000 yuan. This move follows other top Chinese influencers like Crazy Xiaoyangge and Li Jiaqi in exploring overseas markets through TikTok.

东方甄选的出海战略布局始于2022年7月，当时公司就开始招聘面向欧美市场的TikTok主播。公司管理层在1月18日的股东大会上确认了出海计划，并透露可能与TikTok在海外供应链方面展开合作。

Oriental Selection's global expansion strategy dates back to July 2022 when the company began recruiting TikTok anchors targeting European and American markets. Management confirmed the overseas plan at a shareholders' meeting on January 18 and hinted at potential collaboration with TikTok on overseas supply chains.

东方甄选的优势在于其强大的农产品供应链管理能力和双语主播团队。商务经理将负责开发海外供应商资源，而内容运营经理则需搭建TikTok账号、制定运营方案并分析数据。

Oriental Selection's strengths lie in its robust agricultural product supply chain management and bilingual anchor team. Business managers will be responsible for developing overseas supplier resources, while content operation managers need to build TikTok accounts, formulate operation plans and analyze data.

TikTok电商业务近年来快速增长，自2021年在印尼测试后，已扩展至英美及东南亚多国。数据显示，2023年1-10月TikTok Shop的GMV稳步上升，特别是在6-8月的东南亚大促期间表现亮眼。

TikTok's e-commerce business has grown rapidly in recent years, expanding to the UK, US and multiple Southeast Asian countries since its 2021 pilot in Indonesia. Data shows TikTok Shop's GMV grew steadily from January to October 2023, with particularly strong performance during Southeast Asia's June-August promotion period.

专家指出，中国主播在经历了国内直播电商的激烈竞争后，对TikTok运营更具经验优势。然而，海外市场的文化差异、法律法规等挑战也不容忽视，需要企业在产品和营销策略上做出相应调整。

Experts note that Chinese influencers have an experiential advantage in TikTok operations after intense domestic competition. However, challenges like cultural differences and foreign regulations cannot be ignored, requiring companies to adjust products and marketing strategies accordingly.