According to FT reports, the live broadcast of TIKTOK’s entry into the UK was hit by internal problems, and the sales performance failed to meet a large amount of the anchor to leave. TIKTOK decided to abandon the expansion of its live e -commerce plan in Europe and the United States. According to several people familiar with the matter, Tiktok originally planned to launch the function in Germany, France, Italy, and Spain in the first half of this year, and expanded to the United States later. However, due to the poor performance in the British market, the expansion plan has been canceled. TIKTOK said that British consumers’ awareness and adoption rate of live shopping models are still low and in the initial stage. Tiktok said that there is no plan to launch shopping functions in other European markets and will focus on the British market.
Britain, as the first market, was beaten as an intective layout outside Asia. Since the end of last year, Tiktok has been testing the live broadcast function in the British market. In December last year, it launched a multi -brand event called “On TREND”. However, these live broadcast and cargo activities did not attract a large number of audiences, nor did they bring too much sales to the corresponding products. Some anchors participating in Tiktok’s early live broadcast projects have completely withdrawn. At present, Tiktok’s e -commerce business has been carried out in the United Kingdom and Southeast Asia (Indonesia, Malaysia, the Philippines, Thailand, Vietnam and Singapore). Its monthly sales in Indonesia have exceeded $ 100 million, while the average daily sales in the British market in June were only about $ 300,000.
Despite the poor performance of TIKTOK in the British market, live broadcasts are still regarded by social media platforms as the future of shopping. TIKTOK’s competitors YouTube and Instagram are developing similar functions in Europe. In addition, it is reported that Tiktok e -commerce is recently deploying a logistics plan similar to Amazon’s FBA warehouse mode in the British market. The plan is called Aquaman (Neptune), which means the king of the sea. The purpose of the plan is to store some stable sales of products in advance to the British warehouse in advance to shorten the cross -border logistics time. It is understood that the logistics time from China to the United Kingdom from China to Britain takes at least 10-15 days, and most of them take more than one month. According to internal estimates, Neptune plans to shorten the cross-border time to 3-5 days. While promoting overseas registered warehouses, TIKTOK e-commerce is also establishing a storage center simultaneously in China.
Tiktok’s out -of -sea e -commerce companies have been repeatedly blocked in the British market, just as eBay and Amazon enter the Chinese market that year, and it is difficult to advance. The reason why TIKTOK’s employees analyze soil and soil are not convinced that byte beating wants output Douyin e -commerce model but did not focus on creating a localized user experience. Choose radical marketing methods. Tiktok’s latest layout of the Neptune Logistics Plan is precisely because it is not enough to support the logistics industry in the local market environment to support the Douyin cargo model and choose to lay out the self -built logistics system.
Post time: Jul-07-2022