TikTok与Temu黑五战略大调整：从价格战到差异化竞争
今年黑五期间，字节跳动旗下TikTok与拼多多海外版Temu的竞争策略出现重大转变。TikTok放弃与Temu在低价区的直接对抗，转而通过明星带货和内容营销开辟新战场。
During this year's Black Friday, TikTok and Temu's competitive strategies underwent significant changes. TikTok abandoned direct competition with Temu in the low-price segment, instead opening up new battlefields through celebrity live-streaming and content marketing.
据内部消息，TikTok全托管频道在黑五前夕推出新政策：参与活动的商品供货价不得低于8美元。这一举措直接避开了Temu最具优势的5-8美元价格区间。"现在全托管频道的部分商品价格甚至比亚马逊还贵，"一位商家表示。
According to internal sources, TikTok's fully managed channel introduced a new policy before Black Friday: the supply price of participating products must not be lower than $8. This move directly avoided Temu's most competitive $5-8 price range. "Now some products in the fully managed channel are even more expensive than Amazon," a merchant said.
战略调整背后是两大平台的不同发展路径：
Behind the strategic adjustment are the different development paths of the two platforms:
- TikTok转向高客单价+内容电商模式，邀请说唱巨星妮琪·米娜等明星直播带货
- Temu仍坚持极致低价策略，但减少了美国市场的广告投放
- TikTok shifted to a high customer unit price + content e-commerce model, inviting celebrities like Nicki Minaj to live-stream
- Temu still adheres to the ultra-low price strategy but has reduced advertising in the US market
数据显示，今年黑五期间美国消费者行为出现新趋势：约25%的Temu用户在8月份后流失，而TikTok Shop单日GMV达到1.3亿美元，但增速放缓。
Data shows new trends in US consumer behavior during this Black Friday: about 25% of Temu users churned after August, while TikTok Shop's single-day GMV reached $130 million, but growth slowed.
未来挑战：
Future challenges:
- Temu需要摆脱"低价低质"标签，拓展家电等高客单价品类
- TikTok面临KOL资源不足问题，优质带货达人供不应求
- Temu needs to shed the "low price and low quality" label and expand into high customer unit price categories like home appliances
- TikTok faces a shortage of KOL resources, with high-quality live-streamers in short supply
这场跨境电商的"中美对决"正在进入新阶段。价格战已成过去，差异化竞争和本地化运营将成为制胜关键。
This "China-US showdown" in cross-border e-commerce is entering a new stage. The price war is over, and differentiated competition and localized operations will become the key to success.
