黑五来袭：出海商家如何抢占TikTok流量红利？
随着黑五购物季临近，海外市场即将迎来年度销售高峰。根据Adobe Analytics预测，2024年美国假日季在线销售额将突破2408亿美元，同比增长8.4%，其中移动端交易占比高达53.2%。
As Black Friday approaches, overseas markets are about to usher in the annual sales peak. According to Adobe Analytics forecasts, U.S. online holiday sales in 2024 will exceed $240.8 billion, a year-on-year increase of 8.4%, with mobile transactions accounting for 53.2%.
TikTok作为新兴电商平台，去年黑五期间创下单日GMV3300万美元的佳绩。今年平台持续加码，预计单日GMV将突破1亿美元。如何把握这波流量红利？
As an emerging e-commerce platform, TikTok achieved remarkable results during last year's Black Friday with daily GMV reaching $33 million. This year, the platform continues to increase investment, with daily GMV expected to exceed $100 million. How to seize this traffic dividend?
一、选品策略：聚焦热门类目
1. Product Selection Strategy: Focus on Popular Categories
数据显示，服饰美妆、家居和3C电子是TikTok黑五期间最受欢迎的品类。成功案例：深圳智能家居品牌Govee通过与家居博主合作场景化内容，单条视频播放量破千万。
Data shows that apparel & beauty, home goods, and 3C electronics are the most popular categories on TikTok during Black Friday. Success case: Shenzhen smart home brand Govee collaborated with home bloggers to create scenario-based content, with single videos exceeding 10 million views.
二、内容营销：打造爆款视频
2. Content Marketing: Create Viral Videos
TikTok调研显示，78%用户通过视频获取购物灵感。厦门塑身衣品牌FeelinGirl通过2000+达人试穿视频，实现千万级曝光，长期位居美区女装榜前列。
TikTok research shows that 78% of users get shopping inspiration from videos. Xiamen shapewear brand FeelinGirl achieved tens of millions of exposure through 2000+ influencer try-on videos, consistently ranking at the top of the U.S. women's clothing list.
三、直播电商：把握增量机会
3. Live Streaming E-commerce: Capture Growth Opportunities
2024年东南亚大促期间，直播GMV占比超40%。泡泡玛特在美区返校季创下单场29万美元销售记录，证明直播电商的巨大潜力。
During Southeast Asia's 2024 mega sales, live streaming accounted for over 40% of GMV. Pop Mart set a single-session sales record of $290,000 during the U.S. back-to-school season, demonstrating the huge potential of live streaming e-commerce.
四、本土化运营：决胜关键
4. Localized Operations: The Key to Success
家清品牌Seaways通过洞察东南亚浴室清洁需求，3个月跃居类目TOP3。重要提示：美区黑五兼具自购和礼品属性，需区别于国内双十一策略。
Home cleaning brand Seaways rose to TOP3 in its category within 3 months by understanding Southeast Asian bathroom cleaning needs. Important tip: U.S. Black Friday combines self-purchase and gifting attributes, requiring strategies different from China's Double 11.
TikTok for Business已推出《黑五运营手册》和多种广告工具（如Product GMV Max和LSA），帮助商家最大化流量转化。行动建议：立即制定内容+直播+投流的组合策略，抢占先机！
TikTok for Business has launched the "Black Friday Operation Manual" and various advertising tools (such as Product GMV Max and LSA) to help merchants maximize traffic conversion. Action suggestion: Immediately develop a combined strategy of content + live streaming + ad placement to seize the opportunity!
