TikTok agent: Do not want to retreat

Hongfu Sanlang

Hongfu Sanlang

Tiger Smell Official Team

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Production | Tiger Smell Commercial Consumption Group

Author | Zhou Yueming

Editor | Miao Zhengqing

Title | Visual China

Article Summary

The fate of TikTok in the United States has attracted much attention, but domestic merchants still continue to expand their presence in TikTok in the US and do not want to give up the opportunity.

• •    Most domestic merchants are still actively laying out TikTok in the US region, focusing on investment and ROI.

• •    TikTok has enormous commercial potential in the US market and plans to contribute one-third of its GMV to the US market by 2024.

• •    TikTok's live streaming sales have become the next key development direction, but it requires investing a lot of resources to cultivate user habits.

The fate of TikTok in the United States is undoubtedly one of the biggest hotspots in March.

The House of Representatives of the United States Congress passed the TikTok divestiture bill under ByteDance by an overwhelming vote of 352 to 65. Next, if the Senate passes and the President signs, the bill will really take effect. The bill requires ByteDance to strip the control of TikTok, its short video application, within 165 days, or it will require major app stores to take off the shelves.

Various speculations, discussions, and controversies have made headlines in various media outlets, and TikTok has long dominated the popularity charts on social media platforms.

However, compared to the hustle and bustle of public opinion, the domestic business circle that truly layout TikTok in the US region has a strange calmness.

After the March bill incident, the TikTok conference in Shenzhen was still packed, and there was still a constant stream of big sellers seeking advice on the layout of the US region. Their focus was still on investment, ROI, and how to generate explosive products. Some even joked that the most enthusiastic discussion about the bill is mostly among outsiders, while those who truly do TikTok in the US are just as usual.

"The mentality of most domestic merchants has not changed much, only some adjustments have been made in the speed of strategy," Eric, founder of TikTok data analysis platform FastMoss, told Husniff.

"Only a small number of larger businesses or newly established brands are considering dealing with risks," EchoTik co-founder Zhang Jin told Husniff. In the eyes of these people, this is not only mixed with commercial interests, but also related to the political situation between China and the United States. They believe that the bill will still be passed eventually, and once passed, the ByteDance is more likely not to choose to sell TikTok, but to withdraw from the US market directly. For them, the cost of layout is relatively high, and if Plan B is not done well, the risk will be high.

The US market was supposed to be the highlight of TikTok in 2024. According to sources, TikTok's global GMV plan for 2024 is expected to reach $57 billion, with one-third of it to be contributed by the US market.

For many domestic businesses, although the commercial deployment of TikTok in the United States is no longer clear with the proposal of the bill, many still do not want to give up their market layout in the United States