Core Viewpoint - The primary task for TikTok in the U.S. market is to revitalize its content and adapt to a complex external environment, which includes fluctuating tariff policies and potential platform bans [2][4]. Group 1: External Challenges - TikTok Shop in the U.S. faces significant external pressures, including ongoing scrutiny from the U.S. Congress, unstable tariff policies, and competition from platforms like Temu and Amazon [6][10]. - Despite an increase in Gross Merchandise Volume (GMV), profits have declined, indicating a tougher operating environment compared to the previous year [5][12]. Group 2: Internal Adjustments - In response to external challenges, TikTok Shop has undergone substantial internal restructuring, including a reduction in team size and a shift from local to Chinese employees [3][8]. - Frequent internal changes have led to uncertainty among sellers, as new operational requirements often replace previous standards, impacting execution and performance [7][8]. Group 3: Strategic Focus - TikTok Shop's core strategic goal in the U.S. is to enhance the richness of its content ecosystem and improve conversion rates [11][14]. - The platform is exploring new content formats, such as "digital human live streaming," and testing AI-generated video content to lower content creation barriers [14][15]. Group 4: Market Dynamics - The U.S. market's purchasing penetration rate is significantly lower than that of China and Southeast Asia, with only about 1% of active users making purchases [15]. - TikTok Shop's GMV in the U.S. is projected to reach around $4 billion this year, showing a slowdown in growth compared to previous years [14][18]. Group 5: Competitive Landscape - Temu is expected to achieve a GMV of $70-80 billion this year, leveraging high operational efficiency and supply chain control to gain market share [17]. - TikTok Shop's long-term strategy remains focused on the U.S. market despite short-term challenges, indicating a commitment to sustained growth [17][18].