TikTok美国小店“门票”涨价，卖家何去何从？

Core Viewpoint - Starting from December 15, the threshold for doing business on TikTok's US platform has increased significantly, with the cross-border merchant deposit rising from $500 to $1,500, marking a 200% increase [1][4]. Group 1: Impact on Sellers - The adjustment affects sellers of different scales variably, with the increase in deposit aimed at addressing challenges in fulfillment and product quality due to rapid business growth [4]. - For small and medium-sized sellers, the additional $1,000 cash flow requirement may deter those with thin margins or those just starting out, potentially delaying their plans [6]. - Sellers operating multiple stores will face higher capital costs and operational risks, prompting a strategic shift from "quantity expansion" to "deep cultivation" of single stores with a focus on higher-quality products [6]. Group 2: Long-term Industry Implications - The increase in deposit is seen as a signal of the industry moving towards greater maturity and regulation, which could benefit the overall market environment and enhance consumer shopping experiences [4][5]. - Established and compliant merchants may experience limited impact, as the long-term effect could lead to a more regulated market conducive to healthy competition [6]. - Sellers are encouraged to reassess their investment and return based on their financial capabilities, concentrate resources on promising products or stores, and prioritize compliance as a foundation for long-term development [6].