跨境电商直播新风口：TikTok如何让中国年轻人赚外国人的钱？
中国直播电商市场增速放缓，跨境直播成为新蓝海
Slowing growth in China's livestreaming e-commerce market makes cross-border streaming the new blue ocean
据艾媒咨询数据显示，2024年中国直播电商市场规模预计达19083亿元，但增速已从2018年的600%降至15%左右。与此同时，跨境直播电商正成为新风口，预计2025年市场规模将达8287亿元。
According to iiMedia Research, China's livestreaming e-commerce market is expected to reach 1.9083 trillion yuan in 2024, but growth has slowed from 600% in 2018 to about 15%. Meanwhile, cross-border livestreaming e-commerce is becoming a new trend, with the market expected to reach 828.7 billion yuan by 2025.
TikTok成为跨境直播主战场
TikTok emerges as main battlefield for cross-border livestreaming
今年6月，TikTok达人@iamstormisteele创造了单场102万美元的销售纪录，成为美区首个单场破百万美元的主播。这背后是交个朋友的海外团队Befriend US的运营。
In June this year, TikTok influencer @iamstormisteele set a record of $1.02 million in single livestream sales, becoming the first US-based host to break the million-dollar mark. Behind this is the operation of the overseas team Befriend US from Jiaoyou Pengyou.
在小红书上，"我在TikTok直播月入两万"、"00后教你怎么赚美金"等话题获得高流量。01年的Tosca（化名）利用意大利留学经验，通过二手奢侈品跨境直播两天内卖出5000多美元。
On Xiaohongshu, topics like "I earn 20,000 yuan monthly from TikTok livestreaming" and "Post-00s teaching you how to earn US dollars" gain high traffic. Tosca (pseudonym), born in 2001, leveraged her study experience in Italy to sell over $5,000 in second-hand luxury goods through cross-border livestreaming within two days.
跨境直播的"万能公式"
The "universal formula" for cross-border livestreaming
跨境主播wing分享了一个"卖点+使用场景+价值叠加+逼单"的万能公式。她在TikTok美区的一场3-4小时直播中，通过精细化包装和放置小卡片等细节，实现了单场3000美元的销售额。
Cross-border host wing shared a "universal formula": selling points + usage scenarios + value stacking + closing the deal. In a 3-4 hour livestream on TikTok US, she achieved $3,000 in sales by refining packaging and including small cards.
马来西亚MCN机构创始人丁里里形容当前跨境电商直播处于"野蛮生长"阶段："如果国内直播是5.0版本，这里才到2.0。以前只要敢播就能卖，现在需要简单地介绍产品。"
Malaysian MCN founder Ding Lili describes current cross-border e-commerce livestreaming as in a "wild growth" phase: "If domestic livestreaming is version 5.0, here it's only version 2.0. Before, you could sell just by daring to broadcast; now you need to briefly introduce products."
跨境直播面临的挑战
Challenges facing cross-border livestreaming
1. 网络环境：美区对IP检测严格，国内直播可能被封号
1. Network environment: Strict IP detection in US region may ban accounts broadcasting from China
2. 文化差异：亚洲面孔需要时间被海外市场接受；产品偏好不同（如美国人喜欢闪亮配色）
2. Cultural differences: Asian faces need time to be accepted; different product preferences (e.g. Americans prefer flashy colors)
3. 供应链：TikTok直播出单速度快，但难以预测爆款，供应链压力大
3. Supply chain: TikTok livestream orders come fast, but predicting hits is hard, creating supply chain pressure
跨境电商人骆驼（化名）指出："TikTok是兴趣电商，永远不知道哪款产品会爆。卖爆了供应链也来不及生产，直播出单速度太快。"
Cross-border e-commerce entrepreneur Camel (pseudonym) notes: "TikTok is interest-based e-commerce - you never know which product will explode. When something sells out, the supply chain can't keep up with the rapid order pace from livestreaming."
行业展望：从信息差到本土化深耕
Industry outlook: From information gap to localized cultivation
wing认为："欧美带货直播习惯是从TikTok才开始被接受的。40美元以下产品可能形成头部，但更高价格段仍是空白。"
Wing believes: "The habit of livestream shopping in Europe and America only started being accepted with TikTok. Products under $40 may form top categories, but higher price points remain blank."
跨境直播的持续发展需要：
Sustainable development of cross-border livestreaming requires:
1. 深入了解本土市场和文化
1. Deep understanding of local markets and cultures
2. 适应平台政策和流量变化
2. Adapting to platform policies and traffic changes
3. 建立稳定供应链体系
3. Establishing stable supply chain systems
正如丁里里所说："赚的就是信息差，但想要走得远，还得回到用户思维。"
As Ding Lili said: "We're profiting from information gaps, but to go far, we must return to user thinking."
