TikTok电商全球布局：为什么低价商家在欧美举步维艰？
2023年，TikTok成为全球下载量最高的移动应用程序，在App Store和Google Play商店的下载量总和达10亿次。用户日均使用时长从1小时增至1.5小时，越来越多海外用户的时间被TikTok"吃掉"。
In 2023, TikTok became the most downloaded mobile application globally, with a total of 1 billion downloads across the App Store and Google Play. Average daily usage time increased from 1 hour to 1.5 hours, with more international users spending time on TikTok.
一、直播带货在欧美遇冷 | Live Streaming E-commerce Struggles in Western Markets
2021年前后，TikTok开始在英国站点尝试直播带货，商家一次直播平均收入不到5000英镑。在美国，TikTok曾尝试与沃尔玛等品牌合作，转化率也不尽如人意。
Around 2021, TikTok began testing live streaming e-commerce in the UK, with merchants averaging less than £5,000 per live session. In the US, collaborations with brands like Walmart also yielded disappointing conversion rates.
主要原因包括：
Key reasons include:
- 欧美成熟的电商生态和消费习惯 | Mature e-commerce ecosystem and shopping habits
- 文化差异导致对直播形式接受度低 | Cultural differences in acceptance of live streaming format
- 25岁以下用户消费能力有限 | Limited purchasing power of under-25 user base
二、东南亚市场的成功 | Success in Southeast Asian Markets
2023年上半年，TikTok Shop在越南市场营收达16.3万亿越南盾（约合人民币48亿元），跃居市场份额排名第二。与中国社会文化相近，线上消费需求未被充分满足，是内容电商能在东南亚成功复制的原因。
In the first half of 2023, TikTok Shop's revenue in Vietnam reached 16.3 trillion VND (approximately 4.8 billion RMB), ranking second in market share. Cultural similarities with China and unmet online shopping demand are key factors for success in Southeast Asia.
成功要素：
Success factors:
- 中国MCN机构的商业模式输出 | Business model exports from Chinese MCNs
- 本土主播的培养和内容本地化 | Local talent cultivation and content localization
- 平台GMV快速增长 | Rapid GMV growth on the platform
三、货架电商与全托管模式 | Marketplace E-commerce and Fully Hosted Model
TikTok Shop在探索直播电商的同时启动了"货架电商"，并推出全托管模式。数据显示，2023年双旦大促期间，美国市场全托管业务支付GMV增长111%，订单量增长117%。
While developing live streaming e-commerce, TikTok Shop also launched "marketplace e-commerce" and introduced a fully hosted model. During the 2023 holiday promotion, the US market saw 111% GMV growth and 117% order growth in fully hosted business.
模式特点：
Model features:
- 商家只需备货到TikTok国内仓库 | Merchants only need to stock products in TikTok's domestic warehouses
- 平台负责仓储、配送和售后 | Platform handles storage, delivery and after-sales service
- 更适合品牌型商家 | More suitable for brand merchants
SEO优化提示：本文通过分析TikTok电商在不同市场的表现，为跨境电商从业者提供了有价值的市场洞察。关键词包括：TikTok电商、直播带货、东南亚市场、全托管模式等。
SEO Tips: This article provides valuable market insights for cross-border e-commerce practitioners by analyzing TikTok's e-commerce performance in different markets. Keywords include: TikTok e-commerce, live streaming shopping, Southeast Asian market, fully hosted model, etc.
