TikTok在美国支棱起来了？

Core Viewpoint - TikTok has reached a temporary resolution regarding its regulatory issues in the U.S. by forming a joint venture with Oracle, Silver Lake, and MGX, which will address data security and compliance while allowing TikTok to continue its commercial operations [4][5]. Group 1: Joint Venture Structure - The new structure consists of two entities: TikTok U.S. for commercial activities and a new joint venture focused on data security and compliance [5][6]. - The joint venture will be responsible for user data protection, algorithm security, content review, and software assurance to meet U.S. regulatory requirements [5][6]. - The ownership structure has evolved, with U.S. investors holding about 50% of the joint venture, while ByteDance retains a 19.9% direct stake, enhancing its influence compared to earlier proposals [8]. Group 2: Business Performance and Challenges - TikTok's U.S. e-commerce performance has lagged, with a target of $15.5 billion in 2024 but only achieving approximately $8.5 billion [12][13]. - The overall global GMV target for 2025 has been revised down from $95 billion to $87 billion due to underperformance in the U.S. market [13]. - Despite challenges, TikTok Shop's U.S. sales are projected to grow by 108% in 2025, reaching $15.82 billion, with an increase in market share [15]. Group 3: Competitive Landscape - TikTok faces intense competition in the U.S. e-commerce market, with Amazon and Walmart holding two-thirds of the market share, while Temu and SHEIN dominate a significant portion of the remaining third [28]. - The U.S. e-commerce market growth is stabilizing, with future growth expected to be around 10%, indicating a shift towards a more competitive environment [29]. - TikTok Shop's profit margins are constrained compared to competitors, with a gross margin of approximately 13%, limiting its pricing strategies [31][33]. Group 4: Operational Implications of New Structure - The new joint venture structure may complicate TikTok's operational efficiency, as data access for decision-making has become slower and more fragmented [35][36]. - The reliance on algorithms and A/B testing for content distribution and advertising may be hindered by the new data governance model, potentially impacting overall business performance [37]. - While TikTok has secured its presence in the U.S., the future of its operational effectiveness remains uncertain as it navigates this new phase [38].