打造爆品已成为中国卖家借跨境电商平台出海谋求增长的敲门砖。 数据显示，2025年8月TikTok上爆品数量较去年同期增加了2.6倍。同时据贝哲斯咨询报告显示，2024全 球B2C电商市场达到了379693.83亿元（人民币），并预测未来5年复合增长率将达到9.05%，是同期线 下零售市场增速的2倍。显然，跨境电商爆品是驱动B2C零售市场增长的强劲动力之一。 然而，有爆品并不等于出海成功。平均来看，大多数爆品的生命周期是3-5个月，要想成为真正的全球 化品牌，需要让爆品转化为长效增长的生意。如何实现长效增长，是众多商家在"走出去"之后面临的新 问题。 寻找"复制爆款"的新市场 在新市场复制爆款，能带来最显而易见的业务增量。将爆品复制到新市场最重要的第一步，是跟随头部 平台发展的势能，选对市场。 SIINSIIN瞄准的是北美这个最大的单一市场。这个成立于2021年的年轻品牌，通过率先提出「Shaplite 轻塑」理念，自定义了「鲨鱼裤」这个新的服装品类，一举成为2022年服饰类增速TOP1品牌，并连续 三年靠鲨鱼裤、冰皮防晒等爆品，成为多个细分品类TOP1。带着持续打造爆品的自信，SIINSIIN选择 了同样有塑 ...

本报讯(记者矫月)近日，为帮助更多品牌把握TikTok(字节跳动旗下短视频社交平台)带来的增长先机， TikTok for Business(TikTok旗下全球化数字营销平台)举办了以"品牌力量.驱动全球生意增长"为主题 的"2025SHOPNOW品牌电商出海营销峰会"，不仅分享了如何以智能营销和全球洞察，为生意增长带来 新动力，还进一步提出通过扩题材、扩人群、扩渠道、扩市场、抓节点的策略，推动生意持续攀升，助 力品牌破局全球增长。 TikTok for Business搭建了覆盖生意全周期的营销产品矩阵，支持TikTok闭环电商模式和独立站等开环 模式，助力商家撬动全球生意增量。 闭环电商广告中，GMV Max在测试新品、测试新素材、自动调节预算等环节，满足了商家更多的主动 运营需求，以及对精细化场景管理的期待。针对独立站商家的开环场景，TikTok for Business推出的 Smart+Catalog Ads自动化商品广告成为撬动开环生意的关键解法。商家做好高质量的数据回传工作，能 够长效优化转化效率，实现可观的生意增量。 跟随TikTok新开通的区域市场，在平台上"新开多国"，并在新市场的空白期 ...

Core Insights - The golden era of cross-border e-commerce, characterized by easy profits from information gaps and supply chain advantages, has ended, leading to a more competitive and complex market environment [1][2]. Challenges in Cross-Border E-Commerce Challenge 1: Product Selection - The focus has shifted from merely finding a product to creating value, as the concept of "blue ocean" products has nearly vanished due to increased transparency in global supply chains [4]. - The emergence of low-cost competitors like Temu and Shein has intensified price competition, making it difficult for small sellers without cost advantages [5]. - Sellers must now provide unique added value through brand storytelling, product design, and community services to stand out in a saturated market [6]. Challenge 2: Traffic Acquisition - The cost of acquiring traffic has skyrocketed, with click costs for ads on platforms like Amazon and Google increasing exponentially, leading to diminishing returns on ad spend [7]. - The rise of AI-driven advertising systems has reduced sellers' control over ad optimization, making it essential to produce high-quality content that resonates with both algorithms and target users [8][9]. Challenge 3: Logistics - Consumer expectations for fast delivery have escalated, making traditional slow shipping methods less competitive, while faster options like overseas warehouses come with high costs that erode profits [11]. - Sellers need to develop a flexible, multi-channel fulfillment network that balances cost and efficiency, requiring strong supply chain management and data forecasting capabilities [12]. Challenge 4: Compliance and Payment - The global compliance landscape is complex, with various tax and certification requirements that pose significant risks for sellers attempting to cut corners [13]. - Account security is a critical issue, with stringent checks by platforms and payment gateways making it essential for sellers to maintain a stable and reliable digital identity to avoid account suspensions [14][15]. Challenge 5: Localization - Simple translation of marketing materials from domestic markets often fails in international markets due to cultural differences [16]. - Successful localization requires a deep understanding of local lifestyles and values, necessitating significant investment in market research and potentially local teams [17]. Conclusion - The challenges in cross-border e-commerce are creating higher barriers to entry, which may eliminate less competitive sellers while providing a protective moat for those who can systematically address product selection, content creation, logistics, compliance, and localization [18][19].

Core Viewpoint - TikTok has implemented a significant change in its e-commerce advertising strategy by mandating the use of its new GMV Max tool for advertisers, which is designed to optimize ad strategies and maximize returns [1][3]. Group 1: GMV Max Tool Implementation - GMV Max, launching in 2024, requires all brands wishing to run paid ads on TikTok Shop to use this AI-driven tool starting September 1 [1]. - Advertisers must select products, set budgets, and target return on investment, with the GMV Max algorithm managing the ad strategy [1]. Group 2: Industry Reactions and Concerns - The mandatory use of GMV Max has sparked controversy, as advertisers feel it limits their control over ad strategies and complicates performance evaluation outside TikTok's ecosystem [3]. - Some marketing professionals view GMV Max as a "black box," lacking transparency in data, which hinders broader marketing strategy development [3][4]. - Despite the industry's shift towards AI in advertising, some believe TikTok's timing is premature, as GMV Max has not yet proven effective for all advertisers [4]. Group 3: Advertiser Support and Challenges - Smaller sellers have welcomed GMV Max for its time-saving benefits and assurances, while larger advertisers express concerns over losing control in the ad process [4]. - TikTok has introduced measures like "return on investment protection" to alleviate advertiser concerns, ensuring a minimum ROI of 90% of the set target [4]. - Advertisers have noted shortcomings in GMV Max's ability to accurately measure ad effectiveness, as it attributes all Shop purchases to GMV Max campaigns, regardless of actual ad exposure [4]. Group 4: Challenges in Attracting Major Brands - TikTok faces challenges in attracting large brands to its platform, despite some notable names like Anker and Maybelline joining [5]. - Difficulties include finding suitable teams within large companies to promote TikTok Shop and complaints about counterfeit products appearing in store promotions [5].

Core Insights - Sea's FY25Q2 earnings call highlighted a 25% year-over-year growth in GMV for the first half of 2025, with Q2 showing record highs in total order volume, GMV, and revenue [1] - The company anticipates that the growth momentum will continue into Q3, maintaining similar growth rates as the first half of the year [2] Group 1: Financial Performance - The primary driver of revenue growth this quarter was advertising, with the number of sellers using ads increasing by 20% and average ad spending per paid seller rising over 40% [1] - Active buyer numbers and purchase frequency are on the rise, with the Brazilian market showing exceptional performance, achieving over 30% year-over-year growth in monthly active buyers and becoming a market leader in order volume [1] Group 2: Market Strategy - The company adjusted seller commissions without significant seller loss, indicating a stable response from the ecosystem [1][10] - In Brazil, high-ticket items contribute approximately 10% of revenue in the Mall business, suggesting substantial growth potential compared to Asia [1][9] Group 3: Competitive Landscape - Despite competitors lowering shipping thresholds, Sea's growth remains unaffected due to superior logistics cost structure and competitive pricing [3] - New entrants like Temu and TikTok have not significantly altered the competitive landscape in Brazil, as their market presence is still limited [8] Group 4: Future Outlook - The company is optimistic about the long-term improvement of EBITDA margins, despite potential short-term fluctuations due to seasonal factors [6] - The advertising monetization rate is currently around 2%, with significant room for growth compared to regional peers [15] Group 5: Technological Integration - AI is being utilized to enhance existing business operations, improve advertising efficiency, and optimize internal processes [16] - The company is exploring AI applications in gaming to enhance player engagement and retention, indicating a forward-looking approach to technology integration [18]

Key Takeaways SE to report Q2 2025 earnings on Aug. 12, with EPS estimate of 99 cents and revenues of $5.12B.Competitive pressure and high logistics costs may have weighed on SE's e-commerce margins.Shopee's GMV growth and surging ad revenues are expected to have boosted SE's Q2 performance.Sea Limited (SE) is set to report second-quarter 2025 results on Aug. 12.The Zacks Consensus Estimate for SE’s second-quarter earnings is pegged at 99 cents per share, down four cents over the past 30 days. Sea Limited r ...

Group 1 - Platform policy relaxation: The introduction of a tiered material rate system and flexible assessments for guilds enhances the creative ecosystem [2][3] - European e-commerce: Sellers can operate in five countries with significantly lowered entry barriers, requiring only a Spanish VAT number and overseas warehouse to access 230 million active users in the EU [3] - Monthly active users: TK has over 2 billion global monthly active users, with 230 million in Europe, providing a substantial traffic pool for guilds [3] Group 2 - AI tools revolution: AI-driven content creation, from script generation to virtual hosts, enables significant production efficiency, with a Danish guild producing 500 niche videos daily and achieving over 100 million monthly views while reducing costs by 60% [2] - Virtual hosts: A Finnish guild's AI digital persona generates over €200,000 in live-streaming rewards, leveraging Nordic mythology IPs and achieving over 2 million views per session [4] - Advertising optimization: TikTok Shop's Smart+ and GMV Max upgrades enhance ROI through automated ad targeting and integration of promotional content, with 62% of users discovering brands via TK links [4]

一夜之间，TikTok Shop的流量玩法彻底变了。 6月3日，外媒报道美区TikTok Shop将取消卖家的免费广告，而6月15日起，TikTok Shop全区覆盖GMV Max计划——用算法推商品。 广告与流量成本陡升，新玩法的巨大不确定性，让不少中小卖家惊呼"天塌了"，"越来越难了"。但他们不知道的是，面临着海外监管"黑洞"与业绩焦虑的 TikTok Shop，也正在与卖家一起经历着转型的阵痛。 免费流量没了 6月3日，外媒报道TikTok已调整其美国电商策略，未来，美区卖家将不再享受平台免费的流量扶持，需通过付费广告才能在For You（为你推荐）信息流 获得曝光。 一直以来，自然流量是不少TikTok中小卖家低成本起家的希望。用自己产出内容为商品和店铺带来转化，对中小卖家来说似乎是一个0成本的路径。 然而，文化与语言差异让不少中国卖家无法自主产出本地化的内容，美区TikTok纵有丰富、最完善的达人和内容生态，也常常与自己卖货无关。 如今，情况加剧了。 "发了一堆视频才知道TikTok不是免费流量天堂了"，最近开店的TikTok Shop卖家小川告诉骑鲸出海，"开店的时候我以为只要发作品、蹭热门就有自 ...