TikTok电商2021年GMV最高约60亿，今年目标翻一倍

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TikTok电商2021年GMV最高约60亿，今年目标翻一倍

36氪2022-02-26

36氪从多个信源处了解到，TikTok电商2021年GMV最高约60亿元，其中GMV占比约70%以上来自印度尼西亚，剩余不到30%来自英国。36氪另外了解到，TikTok电商2022年GMV目标接近120亿元，在2021年的基础上翻了接近一倍。36氪就此消息向字节跳动方面求证，截至发稿对方暂无回应。相比之下，抖音电商作为字节跳动在国内的电商业务，在成立之初的2020年便实现了约5000亿GMV。据...

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SP2021
·2022-02-27
Good
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choysk86
·2022-02-27
[開心]
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富川
·2022-02-27
[強]
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HCBICE
·2022-02-26
[財迷]
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Emi_WW
·2022-02-26
👏👏👏
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机器人总动员员员
·2022-02-26
騰訊剋星
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RomySKT
·2022-02-26
[微笑]
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Pay构成四大主流移动支付渠道。除了支付，印尼的物流和网络设施也能满足直播电商的需求。东南亚也是中国电商公司最先成功进入的市场，阿里最早于2016年通过收购Lazada布局东南亚电商市场，依靠包邮和强营销策略等强势打法，背靠腾讯的Shopee于 2019 年超越Lazada成为东南亚第一大电商平台，通过借鉴国内电商经验，两大平台初步完成了消费者教育并培养了印尼用户的线上购物习惯。相比印尼，英国地区此前没有中国电商平台进入，在物流、供应链等方面都没有均没有优势，培养当地的用户直播购物习惯仍需时间。一位TikTok服务商告诉36氪，团队目前在英国地区的直播间GMV主要靠TikTok官方补贴的3C品类拉动，一部iPhone能给到高达20%的补贴。除了平台补贴，TikTok还对新入驻的商家实行三个月免费发货补贴。在物流端，亚马逊等平台已经在英国实现一日达、次日达，但上述服务商表示，TikTok所使用的物流服务则需要少则一星期，多则十几天的发货周期，丢包和损坏的情况也时有发生。据36氪了解，TikTok电商计划在未来五年内进入各大主流市场，达到千亿美金规模。东南亚的市场规模有限，实现这一目标的关键正在于能否成功打开欧美市场。英国暂时受阻使得TikTok今年不得不重新思考在欧美市场的运营策略，由于政策原因，TikTok去年并未在美国开放直播电商所需的购物小黄车功能，今年TikTok计划在保证数据合规的基础上开放直播电商功能。36氪了解到，今年3月后，TikTok还将围绕印尼和英国两地，在更多东南亚和西欧国家开放直播电商业务。为了应对今年开拓更多国家市场的挑战，TikTok正在补足供应链能力。一位接近TikTok电商的人士告诉36氪，TikTok电商负责人康泽宇最近半年正在重点调研江浙、华南等地的工厂和产业带，试图在TikTok内建立类似抖音电商”精选联盟”的主播商家选货渠道。但跨境电商的选货逻辑与国内直播电商有很大差异。一位跨境电商资深从业者认为，目前在TikTok上消耗电商广告，尤其是效果广告的主要是一批中国出海品牌以及MCN，他们的广告消耗总体量不大，反而是真正有卖货刚需的中国跨境卖家以及国际品牌、本土品牌，TikTok还没能撬动，而他们会成为TikTok今年需要啃下的硬骨头。与抖音电商一样，电商所创造的广告价值也将成为TikTok未来最重要的增长点，据36氪了解，TikTok现阶段主要变现来自游戏，去年来自游戏行业的广告营收占到50%以上，电商的占比则很低。发展电商业务将有助于更多大品牌、大卖家客户在TikTok消耗广告预算。传跨境电商以打爆款赚钱，产品一旦卖爆，需要充足的货源和强势的供应链谈判能力作为支撑，TikTok的优势在于流量，但如何打造爆款，如何承接爆款所带来的供应链压力，目前尚未出现足以让这批跨境商家眼馋的爆款案例。在物流侧，市场传闻字节跳动正在与极兔谈判合作，对此字节跳动表示消息不实。不过，无论是在东南亚市场和Shopee、Lazada竞争，还是在欧美市场和亚马逊竞争，TikTok现有的物流能力都不足以支撑与对手长期抗衡，与综合实力更强的物流公司合作势在必行。","kind":"news","is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":9039363730,"gmtCreate":1645926622918,"gmtModify":1676534075158,"author":{"id":"3575508103712478","authorId":"3575508103712478","name":"SP2021","avatar":"https://static.tigerbbs.com/bb4b05cedc2864e9c2d8796bb319f4bb","vip":1,"crmLevel":1,"crmLevelSwitch":0,"idStr":"3575508103712478","authorIdStr":"3575508103712478"},"htmlText":"Good","listText":"Good","text":"Good","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9039363730","repostId":1105748308,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"EN"},{"id":9039947797,"gmtCreate":1645914160033,"gmtModify":1676534073486,"author":{"id":"3582000308162414","authorId":"3582000308162414","name":"choysk86","avatar":"https://static.tigerbbs.com/0bd3a9672ac1a426110747a9475d050e","vip":1,"crmLevel":6,"crmLevelSwitch":0,"idStr":"3582000308162414","authorIdStr":"3582000308162414"},"htmlText":"[開心]&nbsp;","listText":"[開心]&nbsp;","text":"[開心]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9039947797","repostId":1105748308,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":9039942648,"gmtCreate":1645913028231,"gmtModify":1676534073342,"author":{"id":"4090574021972690","authorId":"4090574021972690","name":"富川","avatar":"https://community-static.tradeup.com/news/dbe7a9b8e7e06a2643ce22ccdff8f0ce","vip":1,"hat":"https://static.tigerbbs.com/b073a07f77dbe6b3bec6b12311fde6bd","crmLevel":4,"crmLevelSwitch":1,"idStr":"4090574021972690","authorIdStr":"4090574021972690"},"htmlText":"[強]&nbsp;","listText":"[強]&nbsp;","text":"[強]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9039942648","repostId":1105748308,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":9039918015,"gmtCreate":1645880409696,"gmtModify":1676534072119,"author":{"id":"3568697814695599","authorId":"3568697814695599","name":"HCBICE","avatar":"https://static.tigerbbs.com/b4851c4a27e84de19dd126ece72f2e29","vip":1,"hat":"https://static.tigerbbs.com/4c5ceab71416b120bab4604c0754b52a","crmLevel":7,"crmLevelSwitch":1,"idStr":"3568697814695599","authorIdStr":"3568697814695599"},"htmlText":"[財迷]&nbsp;","listText":"[財迷]&nbsp;","text":"[財迷]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9039918015","repostId":1105748308,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":9039997870,"gmtCreate":1645872336765,"gmtModify":1676534071703,"author":{"id":"4098771786575480","authorId":"4098771786575480","name":"Emi_WW","avatar":"https://community-static.tradeup.com/news/1ad793e17503a413c4f36974f7c5052c","vip":1,"hat":"https://static.tigerbbs.com/4c5ceab71416b120bab4604c0754b52a","crmLevel":5,"crmLevelSwitch":0,"idStr":"4098771786575480","authorIdStr":"4098771786575480"},"htmlText":"👏👏👏","listText":"👏👏👏","text":"👏👏👏","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9039997870","repostId":1105748308,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"lang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