张一鸣再创商业神话，TikTok拿下全球第二

Core Insights - TikTok has achieved the position of the second-largest live streaming platform globally, surpassing Twitch with 8 billion hours of live viewing time in the first quarter of 2025, marking a significant milestone in its globalization strategy [1][3] - The platform's e-commerce business has also seen explosive growth, with over 400,000 creators going live daily, generating millions in revenue and driving a 120% year-on-year increase in GMV [1][3] Group 1: TikTok's Rise - TikTok's success is attributed to its diverse content and commercial ecosystem, offering a wide range of live streaming categories beyond gaming, including fashion, beauty, electronics, and home goods [3] - The platform's "everyone can sell" model allows businesses to access traffic with lower barriers, as 80% of revenue comes from small and medium-sized streamers [3] Group 2: Consumer Engagement - TikTok has established a consumption loop through "live streaming + short videos + marketplace," enabling users to transition from content discovery to purchase in just a few minutes, with a significantly higher repurchase rate compared to traditional e-commerce platforms [4] Group 3: Global Expansion - TikTok's e-commerce has expanded into key markets such as Europe, North America, and Southeast Asia, while also accelerating growth in emerging regions like Latin America and the Middle East [5] - The platform's localized operations and logistics networks lower the barriers for cross-border sellers, emphasizing the trend of "content as a shelf" [5] Group 4: Challenges in E-commerce - Despite rapid growth, sellers face challenges such as fluctuations in traffic and fulfillment risks, as live streaming traffic is heavily influenced by algorithm recommendations [7] - Inventory management issues arise from fragmented data across multiple warehouses, leading to stock shortages or excess inventory [8] - Advertising and settlement processes are inefficient, with data spread across multiple accounts and complex cross-border payment cycles [9] Group 5: Solutions for Sellers - To address these challenges, cross-border e-commerce ERP solutions like 易仓 ERP provide features for real-time monitoring and risk alerts, helping sellers manage order statuses and sales data effectively [10][11] - The ERP system offers intelligent inventory scheduling and sales trend analysis to assist sellers in making informed stocking decisions [13][15] - It also centralizes advertising management and financial health tracking, allowing sellers to optimize ad performance and streamline financial operations [17][19] Group 6: Conclusion - TikTok's achievement as the second-largest platform is not just a victory in traffic but signifies a transformation in its commercial ecosystem, where content-driven traffic and supply chain efficiency are crucial for cross-border sellers [21]