But all the poor friends who have seen the domestic live broadcast goods should have a little experience of the many rolls of domestic live broadcast goods.
Liu Genghong fitness live broadcast from last year's hot circle.
Until now, without a bit of culture, you can't be a knowledge live broadcast of the anchor. (Teacher Li Yongle personally went to the sea and sold things while talking about knowledge.) )
The main reason why so many live broadcast forms can be bred on Douyin is that our domestic live broadcast market is large enough, the pool is large enough, and the catfish that can naturally grow are large enough.
Take Douyin, for example, according to online estimates, in 2022, the annual growth rate of Douyin's e-commerce transaction scale will reach 70%, and the scale of e-commerce transactions will be close to 1.5 trillion.
At this time, the sales of the whole network of national e-commerce is only 13 trillion, that is to say, in China, the sales created by a company of Douyin alone live streaming goods account for 11% of the whole China.
Eh, since domestic live streaming is so popular, what is the situation of this fire abroad?
Let's just say that the bad critic wrote an article about foreign live streaming last year, the situation at that time, don't talk about the fire, this is just swallowing firewood, not even a little Mars ah.
Especially in Europe and the United States, manufacturers can't gnaw at all, not only the local live shopping in Europe and the United States can not be done.
Even the big brother Douyin, who is live in China, has eaten up with it. Some time ago, the overseas version of Douyin announced that the full development of North American stores was temporarily postponed.
In addition to the possible ban of the North American government, there is also TikTok's overseas live streaming e-commerce performance, compared with China, that is really relying on the defense.
According to LatePost, the average monthly GMV (gross merchandise volume) of TikTok live e-commerce in the UK market is only $24 million... That's just over 100 million yuan... Before our country, the monthly can be hundreds of billions.
However, although TikTok's live streaming goods are not crotch pulling in the UK. But on the contrary, in Southeast Asia, where economic conditions are not as good as Europe and the United States, it has found its home turf. Even, sales are far better than the official expected.
For example, in 2022, the largest live streaming market in Southeast Asia, Indonesia's average monthly GMV is as high as 200 million US dollars, nearly eight times that of the UK market...
Especially during the "Eid al-Fitr" promotion, Indonesia's local shopping festival, not only the increase in orders reached 493%, but also the GMV increased by 92%.
This momentum instantly made many Chinese manufacturers smelling copper directly abandon the "poor backcountry" of the UK and turn around to Indonesia to embrace these Southeast Asian "gold mountains and silver mountains".
Bad critics can't help but be curious, what is the magic of this Southeast Asian live broadcast goods, why is it so attractive to these people to consume?
As a result, after walking around, I found that it looked similar to the Chinese live broadcast.
It is a streamer holding a product in front of the screen and selling it. But this form of live streaming is the same in Europe and the United States, why can only Southeast Asia and China succeed?
Let's talk about why this live broadcast goods can't be carried abroad. The specific reason is roughly that consumption habits are different, and the price of goods has no advantage.
In addition, the speed of cross-border logistics abroad is relatively slow due to distance, and the above reasons lead to the fact that the audience has the time to watch the live broadcast, and they have long gone to the offline online mall to place orders directly.
But these shortcomings, placed in the Southeast Asian live broadcast market, are almost all gone. The reason is that TikTok's Southeast Asian model is really too much in line with the local people's appetite.
There has always been a saying in Southeast Asia that those who get Indonesia get Southeast Asia. The Indonesian market is home to 271 million people, and the live streaming e-commerce market accounts for 70% of the entire Southeast Asian market share.
Moreover, nearly half of the people in this country are TikTok users, and this user base is placed here, giving TikTok a good user base for developing live streaming e-commerce.
And unlike the United States at that time to make small moves, the Indonesian government has a relatively moderate attitude towards TikTok, due to TikTok's huge number of users, the local government covets the votes of local young voters, banning such national applications, which is a very risky move.
With users as the foundation, all that remains is how to promote your own live streaming e-commerce.
First of all, when buying something, the most important thing to be competitive is definitely low price, which is very, very attractive to people in Southeast Asia.
A friend engaged in cross-border e-commerce in Southeast Asia said when chatting with bad critics: Doing business in Southeast Asia is the pleasure of users buying, merchants selling happily, and platforms earning happily.
Most of the products sold in Southeast Asia are cheap goods. Among them, the most sold are small items such as beauty and accessories. Most of the beauty products on TikTok are sold by Chinese merchants.
On the one hand, it is because the goods are relatively light and the freight is cheap.
A best-selling whitening body milk in Indonesia
Moreover, the locals do not care much about the quality of the product, as long as the price is brought down.
For example, in the hot selling items on TikTok in the last 7 days, the top ones are basically some cheap beauty products and clothes, and the number one beauty products, as long as 2.73 US dollars, converted into more than 20 yuan.
In other Southeast Asian countries, the situation is basically similar, and even in the sales list in Malaysia, you can see a sticky toy that only sells 0.03 US dollars... Bad critics' childhood memories belong to is...
China's batch of products that have been swept up by e-commerce platforms through a wave of costs, relying on extremely low prices, just meet their consumption habits.
In addition to low commodity prices, logistics costs for merchants have also been compressed to extremely low levels in Southeast Asia. For cross-border e-commerce, tariffs and freight have always been a large part of the expense.
Amazon Partnered Logistics shipping rates in RMB
Cross-border freight rates in Indonesia
In Southeast Asia, due to the close distance, not only the arrival time of goods is greatly shortened, but the freight price is not half of that of European and American countries.
Moreover, according to Rest Of World, most of the TikTok merchants in Indonesia have local physical stores, and many of the delivery sources are their own homes, local delivery, and they can even enjoy TikTok's free shipping subsidy benefits.
That's right, Indonesian merchants not only reduce operating costs, but also provide platform subsidies.
There is even a saying circulating in the market: you can't sell many goods, just eat the platform subsidy to survive.
Although there is an exaggerated component, TikTok does not need to subsidize in order to grab food from the hands of Shopee and Lazada, the two first-entered e-commerce companies in Southeast Asia.
In the early cooperation between JD Indonesia and TikTok, TikTok basically responded to subsidies in proportion to GMV.
And to attract merchants, 3.2% of new merchant orders on TikTok are commission-free. Even now, after the full adjustment, the commission is 1% lower than that of Shopee.
Not only subsidies for merchants, but also a set of payment models tailored to consumers in Southeast Asia.
For example, online payments in Southeast Asia are not as developed as in China, and consumers often need to go through very cumbersome security verification steps to complete online transactions.
When I fancy a good thing, I am about to chop my hands. After choosing the product, you are ready to pay with one click. As a result, four or five captcha codes pop up for us to enter.
This verification code is too much, and if you are bored, you can't buy it directly.
TikTok cracked this bureau through a model called COD cash on delivery. To put it bluntly, it is to consume first, and then pay, giving users impulse consumption and opening the door to convenience.
And the things are in your hands, you look at the courier's real (fierce) sincere (ruthless) face, you don't pay can't ah, the trouble of consuming the verification code has been moved back, a little bit of the feeling of three and four.
Data show that cash on delivery accounts for 70%~80% in Thailand, 40%~50% in Indonesia, and more than 90% in Vietnam.
TikTok's payment plan is the right solution.
The Southeast Asian market did not disappoint TikTok.
As a new entrant, TikTok used 27.5% of respondents in Ninja Van's survey last November, surpassing the established cross-border e-commerce Shopee (26.5%) and Lazada (20.1%).
In live streaming commerce, it is less than 5 percentage points worse than the established e-commerce Shopee. finish
Moreover, with TikTok's increased investment in the Southeast Asian market, TikTok not only completed 21 years of annual transaction volume in half a year in 2022, but also the fastest growth rate of its user number in all kinds of social media.
Judging from TikTok's current results, it is estimated that Shopee Lazada is about to start anxious.
Although most of the outside world is not very optimistic about live streaming going overseas, they feel that it is just the result of the platform's tough subsidies and vigorous miracles.
However, bad critics feel that in the relatively unknown market of Southeast Asia, it is really possible to give birth to different fruits.
In particular, after the slow reduction of subsidies, the Southeast Asian market can unexpectedly remain vibrant. After that, Tik Tok will focus all its centers on the Southeast Asian market.
Perhaps, next time, the grand situation of China's live broadcast will be repeated in Southeast Asia.