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In February 2022, domestic Internet giant ByteDance was pushed to the forefront and repeatedly became the focus of public opinion. With the great success of the Douyin short video + e-commerce model in China, ByteDance’s e-commerce genes have become quite mature and have gradually expanded into new areas. The outbreak of the epidemic has accelerated the development of cross-border e-commerce. The counter-cyclical growth of e-commerce platforms such as Amazon, Walmart, and Shopify is enough to prove the potential of this industry. It is foreseeable that in the future, more industry giants will join this race and share this tempting big cake. Among the team riding the wave and going out to sea to chase gold, one of them is ByteDance. At the end of 2020, ByteDance's global CEO Zhang Yiming listed cross-border e-commerce as one of the three major business priorities for 2021. ByteDance did exactly that, and tried to develop multiple channels to increase cross-border e-commerce, revealing its ambition to conquer the world. Crazy beating! Multi-dimensional layout of cross-border e-commerce
Looking back over the past year, ByteDance has been closely associated with the term cross-border e-commerce, and has frequently appeared in the public eye, becoming a topic of conversation for many practitioners. In its journey into overseas markets, ByteDance's speed is astonishing. In just one year, it has completed the transformation from a novice to an industry insider. However, looking at the overseas market, Amazon has firmly established itself as the global e-commerce leader with business spanning several continents, while new e-commerce companies such as Shopify and Shein have emerged and quickly seized market share. Today, cross-border e-commerce is no longer a blue ocean field. More and more leading companies are entering the industry to disrupt the market, and the trend of internal competition has begun to sweep across the country. In order to gain a foothold in the fierce market competition, ByteDance must use its own advantages to build a complete e-commerce system. The secret of its steady progress overseas is its multi-dimensional layout. Invest in cross-border e-commerce companies In 2020, Amazon's wealth-making myth was widely circulated in the circle, so in 2021, a large number of sellers rushed to enter the market, and ByteDance also became associated with cross-border e-commerce at this time.
In February 2021, ByteDance acquired a stake in Shenzhen Starlink Network Technology Co., Ltd .;
In March, ByteDance acquired a stake in Shenzhen Qianhai Patson Network Technology Co., Ltd.
In August, ByteDance acquired a stake in Fujian Zongteng Network Co., Ltd.;
In December, ByteDance participated in the investment in iMile, an e-commerce logistics company headquartered in Dubai. As we all know, sellers and supply chains are two important roles in the operation of cross-border e-commerce. Judging from the companies it chooses, ByteDance has a very sharp investment vision. Partnering with Shopify and other platforms Not long ago, TikTok announced cooperation with companies such as Shopify and Walmart. This e-commerce cooperation enables sellers to reach more buyers through TikTok, but sellers cannot open stores directly on the app. After reaching a cooperation with Shopify, both small stores and Fanno can place orders directly on the APP. Not only can TikTok easily connect with independent site players, but it can also provide considerable traffic to Shopify sellers. It is a win-win choice. Launching independent e-commerce platforms overseas Since the second half of last year, there have been constant reports in the industry that ByteDance will launch an independent e-commerce platform, and this news is not groundless. Judging from the time when these platforms were officially launched, ByteDance seems to have been preparing for a long time. It is learned that in November last year, ByteDance launched an independent e-commerce application store - Fanno. The app was launched on the iOS App Store on November 16, but it is still in the early testing stage. Not long after, ByteDance was revealed to have launched an independent women's clothing website, Dmonstudio, which is comparable to the fast fashion e-commerce company shein. According to information, Dmonstudio was established on February 26, 2021, and launches more than 500 new products every week, most of which are priced close to US$30. Although ByteDance did not admit that this was a brand under its umbrella, it was reported that the project was supervised by Kang Zeyu, head of ByteDance's e-commerce business. However, surprisingly, the independent station project was shut down shortly after the media reported it. Accelerate Tik Tok's e-commerce process As we enter the omnimedia era, social media is quietly rising and gradually becoming a grass-planting machine for consumers. Tik Tok, which has global traffic, has occupied half of the social media field and has once become a blockbuster manufacturing machine for major e-commerce platforms. After grasping this advantage, Tik Tok has also become a powerful tool for ByteDance to carry out cross-border e-commerce business, and it was the first to launch e-commerce business on Tik Tok. Previously, Tik Tok launched the small shop function, opened it to the Indonesian and British markets, and provided traffic services for this purpose. At present, the payment, logistics and other chains of TikTok small shops have been basically completed. TikTok small shop merchants can use data analysis, logistics fulfillment and other tools in the background, and there are also support policies such as free shipping and commission for live broadcast merchants. From content traffic to e-commerce consumption, and then to launching its own platform and brand, ByteDance's steps are bold and firm. By making efforts in the above dimensions, ByteDance's cross-border e-commerce landscape has begun to take shape, and the biggest contributor to these achievements is the rise of TikTok e-commerce. Expansion! Tik Tok e-commerce penetrates the worldNowadays, Tik Tok has become a well-deserved international top social platform, and has become the most popular video platform for users, with its status approaching that of Instagram and Mata, and has become a powerful tool for attracting traffic to major e-commerce platforms. In 2022, Tik Tok's e-commerce road has also made new progress. According to Ebrun, TikTok Shop has recently added three new sites in Thailand, Vietnam, and Malaysia. At the same time, a series of e-commerce functions have been launched in the United States . It is reported that it plans to enter major mainstream markets around the world in the next five years. The ever-expanding store layout and more complete e-commerce functions have accelerated the globalization of Tik Tok's e-commerce. Looking back at its several overseas layouts, these successful experiences can still be traced. Increase influencer marketing It is learned that a large number of content creators have emerged on TikTok, which we often call Internet celebrities (experts), and TikTok's Internet celebrity marketing method has been deeply rooted in the hearts of the people and is sought after by a large number of consumers. The growth rate of TikTok's Internet celebrity economy has even surpassed that of the global social media giant Facebook. TikTok has become a pillar platform for social media, with nearly two-thirds of U.S. influencer marketing advertisers planning to use the video-sharing app in 2022, according to the latest research from eMarketer. In 2020, 36.0% of US marketers used TikTok for influencer marketing, up 33% from the previous year. This figure rose slightly to 42.0% in 2021, and TikTok continued to narrow the gap with Facebook in influencer marketing. At present, many sellers and independent brands on the platform have used TikTok to cooperate with a large number of KOLs/KOCs , providing certain commissions to influencers for product promotion, thereby increasing product exposure and clicks. For example, the well-known independent website seller SHEIN is one of the major advertisers on TikTok. In addition, Anker, a big seller on Amazon, has also made full use of TikTok's traffic advantages, and has successfully promoted many of its products by releasing product review videos and cooperating with Internet celebrities in marketing. Combining live streaming e-commerce with social e-commerce In essence, TikTok is still a social software, but in the process of global expansion, it has been given more possibilities in the cross-border e-commerce track. For example, the combination of live e-commerce and social e-commerce provides a new e-commerce sales model for cross-border sellers. In the past two years, the trend of live streaming e-commerce has spread across the country. ByteDance has not only developed the domestic live streaming business in full swing, but also pushed this trend to overseas markets. Rich Waterworth, general manager of TikTok UK, said that TikTok is now developing very strongly and is popular among consumers, and many businesses have started live streaming to sell goods. In the future, TikTok will increase investment and strive to expand in the international market to bring live streaming to more countries. As live streaming continues to gain popularity around the world, many brands and sellers have already tasted the benefits of selling goods through TikTok live streaming. For example, the DTC home furnishing brand Newme has recently completed a multi-million dollar angel+ round of financing. Newme will use this round of financing to continue to increase the sales scale of the TikTok channel and deepen product research and development and independent brand building. It is understood that Newme mainly operates in the European and American markets and uses TikTok as its main customer acquisition channel. It uses the TikTok platform to conduct live streaming in the UK and increase paid investment to divert traffic to its independent site. As for the future, TikTok said: "Community e-commerce will continue to develop in 2022, and live shopping will bring new ways to discover and purchase products." Become a new cargo traffic pool It is learned that according to foreign media reports, TikTok currently has more than 1 billion global monthly users, among which a quarter of users will research related products and make purchases after watching TikTok videos. One study showed that 72% of respondents felt a deeper connection with brands they interacted with on TikTok, while 67% said messages on TikTok inspired them to shop, even if they hadn’t originally intended to buy. With over one million views and hundreds of thousands of likes, the birth of one hit video after another has made one internet celebrity product popular after another. Countless traffic has poured into the e-commerce platform, allowing sellers to feel TikTok's powerful ability to bring goods. At the same time, we learned that TikTok has become a product selection tool for many cross-border sellers. Many sellers discover popular products by watching videos and put them on sale on Amazon. Data released by Sensor Tower showed that consumers spent a total of approximately US$2.3 billion on the TikTok platform in 2021, a year-on-year increase of 77%, compared to US$1.3 billion last year. In terms of consumer spending, TikTok's largest market is still China. The US market is TikTok's second largest source of revenue, and its share in the market is growing year by year. In the fourth quarter of 2021, US consumers spent as much as $110 million on the TikTok platform, accounting for 13% of global revenue. TikTok is rising in the race to be the leaderThere is no doubt that TikTok is building a unique e-commerce empire. Through multi-faceted efforts, its global status has risen rapidly. It has not only gained a large number of active users, but has also gradually become a traffic pool for many sellers and platforms. eMarketer predicts that TikTok will have 1.5 billion monthly active users worldwide by the end of this year, and Chinese sellers are betting on the growing influence of TikTok Live to attract more overseas consumers. Some analysts say that TikTok has the potential to become a major cross-border e-commerce platform for Chinese sellers to go overseas. Why should sellers pay special attention to the development of TikTok e-commerce? There are mainly the following data to support this. Leading in download volume It is learned that eMarkerter has released a list of the most downloaded applications in the United States in 2021. TikTok ranked first with 94 million downloads, a 6% increase from 2020. eMarkerter said that in 2021, more than a quarter of people in the United States were monthly users of TikTok, and the short video application was most widely used among the 18 to 24-year-old group. The main user group of Meta's social platform is the 25 to 34-year-old age group. Overall, TikTok led in global downloads in 2021, with Instagram and Facebook ranking second and third respectively. It is worth noting that although TikTok's downloads decreased in 2021, it still surpassed Facebook. And in the fourth quarter, its app downloads increased by 15%, which shows that TikTok's growth momentum is still very strong. It is learned that the "2022 Global Top 500 Brand Value Report" shows that TikTok has achieved rapid growth in brand value thanks to its outstanding market performance in 2021, ranking 18th on the list of Global Top 500 Brand Values, becoming one of the few Chinese technology brands on the list. TikTok's brand value has reportedly tripled over the past year, growing 215% from $18.7 billion in 2021 to $59 billion now, making it the fastest growing brand in the world. Topped the global traffic list It is learned that according to Cloudflare's research, in 2021 TikTok successfully surpassed Google, topped the global traffic list, and became the most popular website. Cloudflare pointed out that for most of this year, TikTok has occupied the top position for the longest time. Google occasionally topped the list, but was quickly surpassed by TikTok again. It is learned that App Annie recently released its forecast for 2022, which predicts that in 2022, TikTok will continue to grow faster than any other application. It is learned that the large-scale account bans on the Amazon platform last year caused Chinese sellers to start looking for alternative platforms. Currently, many sellers regard TikTok as an important territory for making money overseas. For sellers, the globalization of TikTok e-commerce may not be an opportunity. Today's cross-border e-commerce is no longer as simple as selling goods alone, but a game between traffic and marketing. If sellers are very interested in TikTok, then you must not miss the following event. TikTok Theme City Salon-First Launch in Shenzhen How to seize the overseas traffic dividend and attract customers 4 hours of high-density practical sharing by experts See you in Shenzhen on March 12~ Welcome to scan the QR code to sign up>>>
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