Ali "eat" TikTok: throw gold must, eat, traffic, crazy, powder positions

Ali "eat" TikTok: throw gold must, eat, traffic, crazy, powder positions
- tiktok
  • Source: since the financial media suffered with emotions: ali cross-border and TikTok free hugs?


    Source: cross-border electricity to WenWen | He Yang edit | dacheng subtle relationship with taobao and trill electricity, alibaba and abroad TikTok presented a different situation.


    Billion state power, according to ali's three big cross-border electric business platform, alibaba international standing, the global speed sell tong, Lazada, opened in all TikTok enterprise, and, by means of on account page attached link to your web site drainage.


    Alibaba international standing of TikTok blue V enterprise since released the first video more than four months, has accumulated more than 180 fans;


    Speed sell pass according to the Russian, Italian grand prix and other different function matrix operations account (including blue V and personal), cumulative quantity also in the millions of fans;


    Lazada, according to the six countries in southeast Asia site opened a enterprise respectively, accumulative total more than 5 million fans.


    "Ali flow overseas client is not prominent advantages, seize the TikTok the wave of new traffic, for it is very important."


    Have pointed out that a cross-border electricity marketing.


    Ali throw tens of millions of "advertising" is doing TikTok enterprise in the process of live "speed sell tong, TikTok Lazada from last year began to do accounts, ali international standing time shorter."


    These people said.


    Hundred million bond power check found that speed sell through one of the TikTok enterprise @ aliexpressru (speed to sell the Russian station), the main content of the release to promote the campaign, users receive speed sell tong parcel scene as well as the brand promotion and so on.


    Another enterprise @ aliexpressit (speed sell Italy station), account page attached to jump speed sell tong Italy stand outside the chain of home page, also guide users pay close attention to its sets the official account

    .


    Lazada, by contrast, the TikTok enterprise has entered into a relatively mature operation stages, publishing frequent (such as Lazada Indonesia station since March 2020 published nearly 1000 short video, accumulated more than 2 million fans and 2450 ten thousand thumb up, one of the most popular video playback volume reached 20 million), account page all can jump to Lazada shopping website, and can be directly to the APP store to download the APP.


    TikTok Lazada Indonesia stand enterprise profile and alibaba international standing of TikTok enterprise @ alibaba _official, content are all wonderful use, the functions of a product, such as, which play the amount (about 25 million) is one of the highest video propaganda is a kind of "with bad data".


    The home page with the official email address, can jump to alibaba international station (alibaba), and launched a Q

    Has the advantage of Facebook, Google, etc.


    , on the other hand, from the maturity of TikTok advertising is still to be develop, but also means the AD content has not been tends to saturation, natural hit number is relatively high, high cost performance."


    An international advertising agency said to hundred million state power, the speed to sell or other cross-border electric business platform for ali, AD is the most direct and efficient means of drainage.


    "Ali do TikTok enterprise operation should be have a longer-term plans."


    The agent said, "at present, most of the TikTok enterprise can't hang the shopping cart, but it is a kind of precipitation the path of the user.


    Hanging chain outside drainage in addition to the home page from their content will be included in the enterprise, a long tail flow, later can on the basis of continuous operation, powder, finally to convert."


    In addition, billion state power, according to ali also is working with partners in the process of TikTok live at present.


    "Live will be TikTok platform for more direct way of cash, but analogy trill electrical contractor.


    But ali as a platform, arguably, not do live with cargo type, if do, operation pattern may offer similar to the domestic live."


    A senior electrical business manager said.


    Ali overseas flow breakthrough TikTok is fresh blood TikTok on behalf of the new social media flow, for ali of cross-border electronic business, is a fresh blood.


    According to public data, more than 60% of the TikTok monthly active users (1 billion) between the ages of 16 and 24.


    These young users, the number of mobile Internet use time per capita, per capita use APP, social/video/online activity, online willingness to spend is much higher than tech-oriented web users.


    This is the general electric business enterprise want to seize.


    For the global market speed sell tong, the former has the strong amazon and eBay, after the sea

    Outside a local electric business platform and a variety of cross-border electricity independent press.


    Recently, according to the statistics of SimilarWeb, 6 months, speed sell tong (aliexpress), PC and mobile terminal combined traffic around 450 million, this number is less than 1/5 of the amazon, is about 1/2 of eBay.


    (note: here refers to traffic are not including APP traffic.)


    SimilarWeb monitoring data capture in respect of flow structure, the speed to sell through direct traffic accounted for about 62%, followed by the search traffic (accounted for about 20%), social traffic sources accounted for less than 5%.


    "From the point of view of enlarging the scale of traffic, drainage through social media and a large room to improve.


    Some do well platform or independent stand, social traffic sources can account for about 10%."


    A cross-border electricity sellers said.


    "Speed to sell through the overall is a cost-effective way, guest unit price is low, for some consumers in developing countries more attractive.


    At the same time, the disposable income is relatively lower young man its expanding object.


    With this a TikTok user group of coincidence degree."


    "Of course, social flow accuracy is a problem, and link length, it is not easy to be" efficient "."


    "He added.


    Ali's southeast Asia cross-border electric business platform Lazada faces growing pressure.


    According to the data of iPrice, since the fourth quarter of 2018, competitors Shopee flow over Lazada, and the gap is widening, the fourth quarter of 2020, Shopee in southeast Asia is about three times more than Lazada month visits.


    From the point of App Annie monitoring App downloads, over the past year, the growth is also less than Shopee Lazada users.


    While the social flow in southeast Asia, the influence of the TikTok continued fermentation, the current month

    About 50 million.


    Among them, Indonesia's 17 million, Vietnam, 12 million, nearly 10 million in Thailand.


    "Do the southeast Asia market can focus on the TikTok" - this is now a lot of cross-border electricity sellers of consensus.


    For the platform side Lazada, nature also cannot ignore the drainage positions, what's more, the present and no platform occupies the absolute advantage of southeast Asia social media flow.


    As ali's cross-border B2B platform, ali international standing has in the past year than expected growth.


    Data show that from January 2020 to December, its cumulative paid-in turnover year-on-year growth of 101%, compared with double orders.


    However, given the global outbreak in 2020 led to the background of the traditional foreign trade have to switch to online, this growth can be maintained in 2021, there are still a lot of uncertainty.


    "In 2020, ali international standing in the digital progress is very big, for example, the application of live has been made into a feature.


    It is different from broadcast to bring goods type, mainly solve the problem of agent factory, display products, etc.


    Marketing is a great break in TikTok circle direction."


    A cross-border electricity business practitioners.


    Cross-border and suffered together with emotions: ali TikTok free hugs?


    "Before, in sets, Youtube, and other social media platforms, the foreign trader seller is hard to make up cross-border electricity account, because the rules of the platform, operation logic of what, Chinese have no, so usually find reds cooperation overseas.


    The TikTok is basically used trill that set of algorithms, for the Chinese sellers, low threshold is much, also very suitable."


    A content marketing service provider said.


    , he thought, from this perspective, ali on the TikTok perhaps than on Youtube, Facebook and other established overseas social media is more advantageous

    , both in the domestic also have rich experience of cooperation.


    In addition, ali cross-border electric business platform, the core market and TikTok has a lot of coincidence degree.


    According to App Annie, although in the past year has experienced great hardships, TikTok still maintain the growth momentum, until the end of April 2021, TikTok already beyond Facebook topped downloads of the world's biggest application (the game).


    According to the user's regional distribution, TikTok these two important markets in the United States and Europe have billions of month live user, at the same time, increased markedly in places such as southeast Asia, Russia, has repeatedly boarded the local App Store or Google Play. 1.


    Among these regional markets, in addition to the United States, almost all cross-border B2C business main land: ali speed sell through key markets including Russia, Spain, France, the Middle East, such as Poland, Lazada giant is the focus of the six countries in southeast Asia area.


    Ali and focus on B2B international station is also located in North America and Europe as the major market.


    Southeast Asia and Europe is TikTok lead the electric business market.


    In February, TikTok has been launched in Indonesia TikTok Shop, after the middle of April and has been tested in the UK shopping cart function, and in Britain, for strongholds radiation across Europe.


    "This is a speed sell tong and Lazada cannot miss new channels."


    The marketing service providers, "of course, ali will not only look at a particular channel.


    In Russia, for example, the speed to sell through the local social media platform VKontakte into deep, now also in and another short video platform Likee cooperation from China."


    In addition, it is worth mentioning that both speed sell tong Lazada, nearly two years and its domestic counterparts emphasized "social

    Content ", "live/short video".


    In addition to the platform to strengthen the combination of "social content electricity" play, from the outside to learn new social flow of nutrients are also a big priority.


    And this is precisely TikTok can give.


    "In the domestic, trill electrical contractor is to realize the closed loop (trill live can only use trill shop goods link), but can still around box ages between taobao and trill billions of flow cooperation scale, let alone in a competitive environment is more loose overseas market?"


    A senior electrical business practitioners, points out that in the overseas market, in addition to the partition of political factors, commonly between the platform and the platform of cooperation will be more open.


    For example, on behalf of the power station Shopify can also independently and amazon, eBay, Wish platform to realize series, such as Facebook and other social media platform and a wide range of electric business platform, merchants cooperation, also can link each other between social media platforms.


    "TikTok in overseas markets should not be so radical break outside the chain, the environment is completely different, involved in too many countries and regions, each place has a different situation.


    So, at present the TikTok shop function is also open in Indonesia, can be directly in the store to buy, also can jump to Shopee, Lazada electric business platform, etc.


    Moreover, TikTok electricity just started, no to that point, "he said.


    "He added.

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