在TikTok Shop过双11，被重新定价的“中国制造”

Core Insights - The article discusses the evolution of e-commerce in China and the emerging opportunities in Southeast Asia as a new growth market for domestic brands [2][6][26] - It highlights the shift from price competition to value competition, emphasizing the need for brands to establish a premium market presence in Southeast Asia [12][20] Market Trends - The number of mobile internet users in China has surpassed 1.1 billion, while major e-commerce platforms have nearly 1 billion monthly active users, indicating a mature market with high user acquisition costs [2] - Cross-border e-commerce is gaining momentum, with China's total import and export value reaching 31.18 trillion yuan in the first three quarters of the year, a 6.3% increase year-on-year [2][9] Southeast Asia Opportunities - Southeast Asia's e-commerce market is projected to reach $221.6 billion in 2024 and exceed $410 billion by 2030, presenting a significant growth opportunity for brands [6][26] - Major promotional events like 11.11 and 12.12 are set to drive sales, with early entrants already experiencing success in the region [3][24] Brand Strategies - Brands like Perfect Diary and ROCKSWEET are leveraging platforms like TikTok Shop to penetrate the Southeast Asian market, focusing on quality and brand recognition rather than competing solely on price [8][20] - The article emphasizes the importance of understanding local consumer behavior and preferences, as demonstrated by Mesuca's successful market entry strategy [24][25] Consumer Demographics - Southeast Asia has a young population, with 65% aged between 18-35, making it a prime market for content-driven e-commerce [8][16] - The region is experiencing a consumption upgrade, with rising GDP levels indicating a shift towards higher quality and experience-based purchasing [16][20] E-commerce Ecosystem - TikTok Shop is establishing a comprehensive content e-commerce ecosystem in Southeast Asia, facilitating a seamless connection between content creation and sales [22][25] - The platform's support policies for merchants, including commission waivers and advertising incentives, are designed to encourage market entry and growth [22][26] Competitive Landscape - The competition in Southeast Asia is still in its early stages, with significant opportunities for brands that can offer strong branding, content, and service [26] - The article notes that the market is not yet saturated with brands that possess strong content and service capabilities, allowing for further growth potential [26]