Detailed Explanation Of TikTok Shop’s US Operation Issues (4)

TikTok has one billion monthly active users worldwide, which can basically cover all age groups. Monthly active users represent traffic, and scene sales are one of the means of monetization. TikTok is a content e-commerce platform, and its biggest feature is Creating demand, in turn, means finding people with goods, which is different from traditional shelf e-commerce.

Merchants who want to know the relevant policies, entry requirements, entry procedures, etc. of TikTok Shop in the United States can add Dida Gou customer service, and the backend will reply: Customer service is enough, or they can directly add the QR code at the end of the article to receive Dida Gou membership.

What is full custody?

Sellers put their products on the platform and let the platform operate it. It mainly acts as a supplier model, which has its unique advantages and is relatively simple. For TikTok’s model, if it can be fully managed, it will be suitable for sellers. It is true that there are some problems, and some sellers prefer to operate their own products and feel more at ease.

Why is the investment promotion of TikTok Shop different from other platforms?

When attracting investment on other platforms, we first talk about the investment threshold, how to settle in, and what the prospects are. The TikTok Shop investment promotion will be reversed. Regardless of whether it can be settled or not, we will first teach you how to operate it. Because during the settlement process, many sellers later did not know how to operate.

TikTok Shop is different from other traditional supply e-commerce platforms. You may be familiar with how traditional supply e-commerce platforms put products on the shelves, how merchants' products are advertised, and how to do CBC advertising or CSP advertising. But I don't know about this new model.

A prerequisite for the mall is that it must have stock in the United States. Shipments from China and virtual warehouses are not allowed. Once you do, the store may be closed, and official inspections will be stricter.

The core point is to ensure consumers’ user experience. The first is the timeliness of performance, hoping to get the goods to consumers more efficiently within a limited time. The second is to ensure quality. If it is shipped from a virtual warehouse, some sellers shipping from China may have wrong products or even send red envelopes.

Specifically speaking about KPIs, store ratings have two dimensions. The first is three working days and the second is seven working days. Three working days, this KPI means that within three working days of the consumer placing the order, there must be a logistics track in the United States. The express delivery number must be filled in the backend. Requests must be submitted within seven working days.

In other words, if there is stocking in the United States, all products will be uploaded to the mall, and the current traffic will be very good.

Does TikTok Shop do live broadcasts or short videos?

When carrying out live broadcasts, we must consider the issue of people and goods. The premise is that the United States already has corresponding pallets, and a live broadcast room must be set up for live broadcasts. It's impossible to be like an entertainment anchor, just grab a light and a mobile phone and be done with it. It definitely won't work. Live streaming of goods requires corresponding equipment. For example, a live broadcast screen, lighting, and network cables all need to be in place, and a venue needs to be rented, and shelves may need to be put up later.

Looking at the overall cost, in areas such as Guangzhou and Shenzhen, a live broadcast room is about 80,000 to 120,000, which is an initial investment in a live broadcast room. Normally, at least three people are needed. Two anchors plus an operator or field controller, plus an assistant broadcaster. The assistant broadcaster is the extra fourth person. Generally speaking, this configuration requires 3 to 4 people. So overall, if you hire such a team, the monthly expenditure will be about 60,000 to 100,000 yuan.

When doing a project, it normally takes half a year to see the effect. It is impossible to stop doing it after two months. The investment for half a year of preparation, just for the live broadcast room plus personnel costs, is about 500,000 yuan. Therefore, there is a certain threshold for live streaming to bring goods.

There are still relatively few Americans as anchors. It is relatively easier to find a foreign anchor in China than to find an American anchor. If you still can't find one, how can you find American students studying abroad or Chinese people who have returned from the United States? There is a prerequisite for this, which is to stay in the United States long enough and integrate into the American culture, the local American language, and local slang. The ability to pick up stems is relatively strong.

Then if you still can't find one, you can only look for Chinese anchors who have graduated from English majors and are good at English. There is still a certain threshold for recruitment and management of live broadcast rooms. The threshold for management is to recruit a foreigner to be an anchor. He may not be able to be contacted on weekends, and there is no concept of working overtime.

What are the benefits of self-operated accounts?

That is, once it is done, the traffic push will be more accurate. It is good for releasing new products and live broadcasting. In addition to sending short videos, you can also do live broadcasts. When doing live streaming, it will be more accurate if you have a certain fan base.

Normally, I just post it slowly. I might post 3 to 4 pieces a day. 1 to 3 relatively high-quality short videos need this team to edit them. I can only post 1 to 3 pieces at most that day. It takes time to make the more exquisite ones. , a team is needed to do this. Then self-operated short videos can be made, but they are relatively slow.

The second point is to clearly state that moving videos is not supported or recommended. TikTok is a content platform that encourages diversity and diversified original videos. Moving videos is most likely without the consent of the original author, and there may be a certain risk of infringement. . When moving, you may accidentally move it from this survey meeting. In other words, the platform may find it when the algorithm is scanning, and then directly limit the flow. A large number of mobile accounts have long been flooded on TikTok, and many local consumers in the United States are resistant to it.

With a large number of mixed edits, it is impossible to guarantee that every quality is good, and it is very likely that the goods will not be correct. Assume that the moving video account posts a pair of black pants, but in fact the link sells yellow pants. Consumers sometimes make a mistake and make a purchase. After purchasing, they will look at the black color and wonder why they got a yellow one, and then just give a bad review. This is a very bad review for the store.

If a store has negative reviews, its sales will be limited. If there are too many stores, the loss will outweigh the gain, so moving accounts and mixed-cut accounts are not recommended.

Case:

Among the individual beauty sellers who settled in July, of course beauty is a very good one. In the two months of August and September, by the end of September, there were 3,000 orders per day.

He did one thing, talent marketing, and the structure of his team was the most basic operations group. With a one-person operation team plus three people in the expert team, there are five people, and the average customer price is 35 US dollars. Then finally in September, the vertical screen of his trailer, the number of trailer videos at the end of September exceeded 1,000.

How to make this funnel for experts to bring goods?

Still think in terms of an inverted triangle. Assume that there are three experts in a team. In one month, these three people create 300 experts, and more than 80 experts agree to bring goods and send samples. This means that the number of experts who send samples is more than 80. indivual. After receiving the samples, only 23 experts posted short videos, and 36 posts generated a GMV of approximately US$20,000.

In this funnel, if I want to make it bigger at the bottom, the upper level must be able to open source. It is right for more people to build Lianlian experts and add BD. The first point of Master Jianlian came out. As long as the conversion rate of the entire funnel remains unchanged, the more BD experts there are, the higher the output will be.

The BD of Jianlian Master cannot be expanded infinitely. There are also difficulties and costs in managing this team. From 300 to more than 80 experts, this itself is a transformation. Why only 80 experts agreed to send samples? Can it be turned into 90, 100, or 110?

It has become particularly important to find experts more accurately. Didagou has developed a free expert data platform. The latest delivery experts will be updated every week. It is currently the most efficient if everyone builds alliances purposefully rather than blindly.