Core Insights - The global Black Friday promotion season for TikTok Shop has successfully expanded from the US to seven additional markets, including the UK, Germany, France, Italy, Spain, Japan, and Mexico, showcasing a significant increase in cross-border e-commerce activity [1][2] Group 1: Cross-Border Self-Operation (POP) - The first day of the Black Friday event saw a doubling of sales in the UK and four EU countries, with Japan also reaching peak sales, driven by influencer live streams that generated nearly 150% growth in GMV [2][3] - Notable brands like RUILILY and PUFFIT.UK leveraged high engagement through live streaming and short videos, achieving significant viewer numbers and sales [2] - The product mix has shifted to include practical items such as home appliances and winter clothing, indicating a trend towards high-frequency decision-making products that cater to both personal use and gifting [3] Group 2: Fully Managed Model - The fully managed model also demonstrated strong performance, with the UK market achieving double GMV on multiple occasions, and Japan seeing over 300% growth in live streaming GMV [9] - Popular items across various markets included winter basics like knitted sweaters and outerwear, highlighting the effectiveness of the fully managed model in promoting high-potential products globally [9] - The strategy of combining quality content with a replicable business model has proven successful in driving sales across different regions [9] Group 3: Strategic Recommendations - For the POP model, merchants in the UK, EU, and Japan are advised to enhance the atmosphere of their core products and increase the supply of quality short videos while extending live streaming durations [41] - In the fully managed model, UK and EU merchants should increase advertising spend during peak exposure periods to ensure stable supply of best-selling products, while Mexican merchants are encouraged to utilize platform subsidies to boost advertising [41] - The overall growth trajectory from the US to new markets reinforces TikTok Shop's role as a critical growth engine for cross-border merchants [41]

Core Insights - The global Black Friday promotion by TikTok Shop has successfully expanded from the US to seven additional markets, including the UK, Germany, France, Italy, Spain, Japan, and Mexico, showcasing a strong initial performance [1] - Cross-border self-operation (POP) has seen significant growth, with sales doubling in the UK and EU on the first day, and Japan also reaching peak sales, driven by content and localized strategies [1][2] - The full-service model has also performed well, with multiple countries achieving record daily sales, particularly in Japan and Mexico, indicating a robust demand for winter essentials [5][6] Cross-Border Self-Operation (POP) - In the POP segment, the UK and EU markets experienced a doubling of sales on the first day, setting historical records, while Japan also reached peak sales, with influencer live-streaming generating nearly 150% growth in GMV [1][2] - Brands like RUILILY and PUFFIT.UK leveraged viral short videos and live-streaming to achieve significant viewer engagement and sales, demonstrating the effectiveness of content-driven strategies [2] - The product mix has shifted to include practical items such as home appliances and winter clothing, catering to both personal use and gift-giving during the Black Friday period [3] Full-Service Model - The full-service model has shown impressive results, with the UK market achieving record sales on multiple occasions, and Japan's live-streaming GMV surging over 300% [5][6] - Popular items in various markets include winter basics like knitted sweaters and outerwear, highlighting the model's ability to effectively market and distribute high-demand products globally [6] Peak Days Strategy - For the POP model, merchants in the UK, EU, and Japan are advised to enhance the atmosphere and pricing of core products, increase quality short video content, and extend live-streaming durations to convert peak exposure into actual sales [8] - In the full-service model, UK and EU merchants should increase advertising spend during peak periods to ensure stable supply of best-selling items, while Mexican merchants are encouraged to utilize platform subsidies to boost advertising efforts [8] - The overall success of TikTok Shop during Black Friday across multiple markets underscores its role as a key growth engine for cross-border merchants [8]