TikTok小店政策变革：铺货时代终结与品牌化转型之路
TikTok小店政策变革：铺货时代终结与品牌化转型之路
TikTok Shop Policy Changes: The End of Bulk Listing Era and the Path to Brand Transformation
图片来源@视觉中国 | Image credit: @VCG
文 | 雨果跨境 | By Hugo Cross-border
TikTok Shop（或称：TikTok 小店）总能给跨境人带来不一样的"惊喜"，从推出保证金政策到跨境新店铺考察期限单，再到上线跨境类目管控政策，每一次都让卖家为之震惊。
TikTok Shop always brings "surprises" to cross-border sellers, from the introduction of deposit policies to new store assessment order limits, and now the cross-border category control policy - each announcement shocks the seller community.
01 TikTok小店铺货之路已断 | The End of Bulk Listing on TikTok Shop
"跨境类目管控政策上线之后，TikTok小店铺货卖家的生存空间就变得非常小了。"SEA ERA创始人朱桂余告诉雨果跨境。
"After the implementation of the cross-border category control policy, the survival space for bulk listing sellers on TikTok Shop has become very limited," Zhu Guiyu, founder of SEA ERA, told Hugo Cross-border.
2021年TikTok小店开通了印尼和英国站点，并于2022年陆续上线了泰国、越南、马来西亚、菲律宾和新加坡站点。彼时TikTok小店最流行的便是铺货，可以跨类目上架产品也导致平台上衍生出一批售卖"黑五类、灰五类"违规产品以及货不对板和仿牌产品的卖家。
In 2021, TikTok Shop launched in Indonesia and the UK, followed by Thailand, Vietnam, Malaysia, the Philippines and Singapore in 2022. At that time, bulk listing was the most popular model on TikTok Shop. The ability to list products across categories led to the emergence of sellers offering "black/gray category" products, counterfeit goods, and misrepresented items.
02 打破低价魔咒 | Breaking the Low-Price Curse
出海电商从粗犷式发展到合规精细化运营，或许会经历短暂的阵痛阶段，而这却是成长过程中不可或缺的一环。
The transition from extensive to compliant and refined operations in cross-border e-commerce may involve short-term growing pains, but this is an indispensable part of the development process.
事实上，TikTok小店东南亚和英国站热销榜上大多都是客单价较低的商品，曾一度有卖家认为做TikTok小店只能以低价取胜。
In fact, most bestsellers on TikTok Shop's Southeast Asia and UK sites are low-priced items, leading many sellers to believe that success on the platform could only be achieved through low prices.
03 TikTok小店下一站：品牌 | TikTok Shop's Next Stop: Branding
与亚马逊不同的是，TikTok Shop是基于TikTok短视频以及直播等形式开展的电商业务，因此产品差异化和内容推广才是卖家最需要重视的。
Unlike Amazon, TikTok Shop is an e-commerce business built on short videos and live streaming, making product differentiation and content marketing the most crucial factors for sellers.
"铺货终究做不成品牌，没有品牌化的推动，TikTok小店很难更进一步。"朱桂余说道。
"Bulk listing can never build a brand. Without brand development, TikTok Shop will find it difficult to progress further," Zhu Guiyu said.
关键要点 | Key Takeaways:
- • TikTok Shop将实施单类目经营政策 | TikTok Shop will implement single-category operation policy
- • 新店铺将面临严格的订单量限制 | New stores will face strict order quantity limits
- • 平台正从铺货模式转向精品和品牌模式 | Platform is shifting from bulk listing to quality products and branding
- • 低价策略正在被重新评估 | Low-price strategy is being reevaluated
- • 欧美市场品牌化是未来重点 | Brand development in欧美 markets is the future focus
