Core Viewpoint - The article discusses the challenges faced by TikTok in the U.S. market due to legislative actions and political pressures, highlighting that the company's future developments are increasingly beyond its control [2][5][37]. Group 1: Legislative Actions and Political Pressures - On January 19, 2025, TikTok was effectively banned in the U.S. as Congress passed a law requiring ByteDance to sell TikTok or face a ban [2][6]. - The law applies to all ByteDance products, including Lemon8, CapCut, and Lark, which were also taken offline in the U.S. [2]. - The U.S. government has escalated its scrutiny of TikTok, transitioning from individual executive actions to formal legislative measures [5][11]. Group 2: Historical Context and Comparisons - TikTok's current situation mirrors past challenges faced by Huawei, where national security concerns led to significant operational hurdles [4][5]. - TikTok's entry into the U.S. market in 2017 coincided with rising geopolitical tensions, which have only intensified over the years [4][5]. - The company has made substantial investments in growth and compliance, yet its operational choices are now limited by external political factors [5][7]. Group 3: Company Operations and Employee Sentiment - Despite the ban, TikTok employees remain hopeful about the platform's future, with many continuing to work on business plans and operations [3][7]. - The TikTok e-commerce team faced immediate challenges as U.S. merchants were left uncertain about their inventory and sales strategies [3][7]. - TikTok has been proactive in engaging with local creators and businesses to enhance its value proposition in the U.S. market [5][14]. Group 4: Business Strategy and Market Position - TikTok has pursued aggressive growth strategies, becoming a major advertising player in the U.S. despite facing stiff competition from established platforms like Google and Facebook [15][24]. - The platform's e-commerce initiatives have shown promise, with daily sales reaching approximately $20 million in the U.S. [14][25]. - TikTok's advertising market share in the U.S. is projected to be only 3.4% by 2024, indicating significant room for growth [24]. Group 5: Future Outlook and Uncertainties - The article emphasizes that TikTok's future is uncertain, hinging on political decisions and legislative actions that are beyond the company's control [7][37]. - The potential for a 90-day extension on the ban has been discussed, but the overall sentiment remains cautious as the political landscape evolves [6][36]. - TikTok's ability to navigate these challenges will depend on its capacity to adapt and maintain its user base amid ongoing scrutiny [37].
2025丨四年极限自救,变成一个有吸引力的筹码
晚点LatePost·2025-09-26 00:35