Tiktok's overseas "magic" began to fade back?

Edit | Yu Bin

Produced | Chaoqi.com "Yu See Column"

After being a model of Chinese companies in the sea for several years, Douyin Overseas Tiktok has been facing increasingly influential influence in recent years.

With the slowdown of global expansion, the Douyin model is blocked by the development of some countries and the intensification of overseas competitive environment, under various factors, Tiktok's overseas "magic power" seems to have really begun to fall.

Especially with the obstruction of the Douyin live broadcast and cargo model in Europe and the United States, the overseas advantage of TIKTOK seems to be entering a new stage of development.

Is it possible for the future Tiktok to copy the dual success of traffic and commercialization in China? Does it want to find a new route that is more suitable for the local market in foreign markets? All questions are challenging the follow -up development of Tiktok.

TIKTOK, cannot bring live e -commerce to Europe and the United States

Recently, the news of TIKTOK has encountered a differentiation in the European and American and Southeast Asian markets that have attracted many people's attention. Tiktok's efforts to promote e -commerce in Europe and the United States have been destined to be "laborious", but in the Southeast Asian market, it has made people start to face the actual influence of TIKTOK in the market in developed countries.

According to relevant media reports, after the efforts of entering the live broadcast market in the UK have frequently frustrated, Tiktok seems to have given up its plan to expand live e -commerce in the European and American markets, which seems to mean that the Douyin model failed in the temporary failure of the European and American markets in the European and American markets. Essence

It is reported that according to Tiktok's plan, it originally intended to expand its live broadcast function in Germany, France, Italy, Spain, and the United States in the first half of 2022. However got canceled.

The reason why Tiktok cannot bring live e -commerce into Europe and the United States, and very different user habits may be the core.

Because European and American users are still in the initial stage in consumer awareness and live broadcast and cargo acceptance, and then considering the huge conflict of cultural levels, even if Tiktok has adopted the same subsidy policy as domestic, its live sales performance is still poor.

The poor effect directly affects the subsidy of TIKTOK for the local market. Under the vicious cycle, many people think that this is the beginning of the failure of Tiktok to develop live in the European and American markets.

It is worth noting that the news that Tiktok had previously complained that the British team complained that the Chinese leadership's implementation of the bottom lineless overtime culture has attracted a lot of attention on the domestic Internet public opinion. Hole reason:

Although there may be no difference between netizens around the world in brushing short videos, everyone still has a very large habit difference in shopping platforms. This difference is so large that even the team is localized, local employees It is also impossible to accept consumption, entertainment, and work values ​​conveyed by Tiktok.

This status quo also foreshadows the bottleneck of Tiktok's overseas strategy -at present, although Tiktok has become a very popular social software worldwide, it can be seen in the realization of the realization. Essence

In the domestic market, Douyin has gone through the stage of live broadcast and cargo. At present, it is exploring the road of interest e -commerce in the whole area. No one knows what will happen in the future; in foreign markets, can its live broadcast and cargo channels be available or can it be connected or or does Unknown unknown.

And if you cannot find a global model on the commercial path, this will undoubtedly reduce the influence of TIKTOK, which will hinder the further development of TIKTOK in overseas markets.

Looking at it now, Tiktok's live broadcast strategy promoted overseas only performs well in the Southeast Asian market. It seems that the successful test water in other countries market seems to prove that the success of Douyin live e -commerce cannot be copied overseas. Let Tiktok lose an important starting point of a secondary expansion, which means that it will take more time and trial and error cost to optimize the existing live e -commerce model or simply find a new way.

According to statistical information of relevant industry, the foreign live broadcast e -commerce market does not seem to be a blessing place for Tiktok. In 2021, the total scale of the overall live broadcast e -commerce market in the United States was approximately $ 11 billion, which is still a big gap compared to the domestic live e -commerce market.

The European and American market helped Tiktok to obtain huge overseas traffic, but this traffic cannot be copied down the Douyin monetization mode, which will bring huge challenges to TIKTOK's successful overseas expansion.

The competition warmed, and the overseas advantage is constantly being diluted

According to statistics, as of 2021, the total GMV of TIKTOK, the Overseas version of Douyin overseas, which focused on overseas markets, has reached 6 billion yuan, but among them, more than 70%of the share comes from the Indonesian market, and most of the remaining parts of the remaining parts, the remaining part of the remaining part of the remaining part, the remaining part of the remaining parts of the remaining parts, and most of the remaining parts of the remaining parts. GMV is contributed by the British market.

However, considering that the British market expansion is blocked and other European and American market performances are average, whether TIKTOK can complete the previously formulated 1222 GMV target has become unknown. TIKTOK's overseas expansion strategy will also have a shadow.

Objectively speaking, Tiktok has formed a huge traffic advantage in overseas markets in recent years, and overseas user influence has gradually become a challenger of giants such as Amazon, Facebook, Google. But at the same time, as foreign giants have seen the huge potential contained in TIKTOK, they are also constantly sniping for TIKTOK. Through a variety of actions, Tiktok's expansion and development belong to their own short video platforms. This kind of competition is fiercely competitive. The atmosphere will make Tiktok's days worse and worse.

In recent years, Amazon has continued to buy Tiktok content creators at high prices. Facebook has also been rumored to snatch Tiktok creators at a high price. The importance of related local short video products has also been continuously improved by giants.

Especially for Facebook, considering that it has the most negative impact from Tiktok, Facebook, which is still on the chassis, has revealed a lot of signs of future expansion that wants to snip Tiktok.

Considering that everyone knows that Facebook has no bottom line, and it also has a great local advantage in the European and American markets, various factors indicate that Tiktok needs to continuously strengthen its own competitive barriers.

In addition, in this trend of global live broadcasts set off by TIKTOK, on ​​the one hand, Tiktok has not been successful in market trials in many countries. On the other hand The live shopping platform will also be diverted to TIKTOK.

So, can TIKTOK have formed in overseas markets and user advantages to help it win the next stage of development? The answer to the question can only be given to time.

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