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▶ Video account attention cross-border navigation Amazon is considering subletting at least 10 million square feet of space or even terminating its lease as online shopping slumps and warehouse capacity becomes overloaded, according to people familiar with the matter.
Since 2022, Amazon's revenue growth has slowed down compared with the previous period. The overcapacity caused by the massive expansion of infrastructure construction has brought it an additional cost of US$10 billion, making its profit outlook weak. In addition to this, according to a recent revelation on Twitter, an employee at an Amazon warehouse reported that Amazon's sales have dropped from 75,000 to 50,000 or even less, and that recruitment has been suspended since last week. Many employees have nothing to do and can even choose their vacation time at will. This revelation is not an exaggeration. In fact, this year's off-season is indeed more sluggish than in the past, and many sellers have seen a significant decline in sales. In addition, the pain caused by the Amazon account ban incident is still there, and now more and more sellers are trying to develop various platforms, among which TikTok is a rising star. Education and training teachers transform into cross-border e-commerce and become popular, is TikTok live streaming becoming a new trend? Since the implementation of the double reduction policy in 2021, many online education institutions such as New Oriental and Yuanfudao have laid off large numbers of employees, and a large number of teachers have been "displaced" or even forced to transform into various tracks. While the education and training industry has been hit hard, the cross-border e-commerce sector has become a new trend in the past two years. Its low-threshold nature has also created a large number of employment opportunities. Chinese e-commerce practitioners not only sell Chinese brands overseas, but also promote Chinese e-commerce logic to the world. The live streaming sales model has set off a craze overseas . Some English teachers and trainers have keenly noticed this trend and flocked to the TikTok live streaming track. Some time ago, a post-95s English teacher became an unexpected celebrity by live-streaming on TikTok after switching to cross-border e-commerce. A short video he shot about "teacher's transition to cross-border e-commerce" received millions of hits, and the related topic was read over 100 million times. On the day of her first live broadcast on the Chinese Valentine's Day, the teacher achieved amazing results. In front of the camera, she spoke fluent English to introduce Chinese products and traditional culture to foreigners. Orders came in continuously, and she achieved a monthly sales volume of a foreign anchor with just one live broadcast. Nowadays, more and more English teachers who are on the verge of unemployment after the double reduction policy are gradually turning to the TikTok live broadcast track, leveraging their professional advantages to shine in the field of English sales.
According to data from Zhiyouji, the demand for TikTok anchor positions in 2022 has increased by 22% compared to last year, with the number of positions in February alone surging by 433%. It can also be seen from major recruitment websites that related recruitment content is in full swing, and the salary and benefits are relatively generous, ranging from 10k to 30k. Live streaming has evolved into a more mature e-commerce model on TikTok's domestic sister platform Douyin, while the overseas e-commerce live streaming market is still in its early stages of development. However, TikTok is now in a period of traffic dividends, which also brings unlimited possibilities for Chinese products to go overseas. According to research firm eMarketer, TikTok will have 1.5 billion monthly active users worldwide by the end of this year. At the same time, TikTok is also accelerating its e-commerce process, opening sales functions in the UK, North America and other places. Its growing influence overseas is also attracting more and more cross-border sellers to bet on this platform. The explosive growth in the number of users and the viral nature of short videos have made TikTok an important marketing tool. The tag #TikTokMadeMeBuyIt has been viewed nearly 10 billion times and has created many popular products. For sellers who have experienced account suspension and are stuck in traffic bottlenecks, TikTok, which leads the trend overseas and has huge traffic potential, is undoubtedly a new opportunity. However, compared with third-party platforms such as Amazon, TikTok's e-commerce is not yet mature enough, and sellers who want to successfully dig for gold overseas still face considerable challenges. Is it difficult to copy the secret of Douyin's success? TikTok's e-commerce still faces multiple challenges! As a rising star, will TikTok e-commerce become the mainstream trend in the future? Is it worth exploring in depth by cross-border sellers? In response to this, a seller admitted: TikTok has a long growth cycle, and there is no need to invest too many resources in it at this stage. He is not optimistic about it in the short term. ▲ The picture comes from Zhiwubuyan We cannot have too high expectations for whether TikTok e-commerce can replicate the success of Douyin's sales model overseas. The seller said that he has a team led by postdoctoral students from prestigious foreign universities who started using TikTok to sell goods two years ago, and they are now streamlining the team and strictly reducing investment. A seller said that his company started to enter the TikTok e-commerce market in the middle of last year. At first, they copied other people's videos and edited them themselves before uploading them, but more than half a year has passed and the effect has been minimal. Recently, they hired professionals to take charge of the videos, but they still face traffic restrictions. Another seller said bluntly that TikTok is not a shopping platform in essence. Users use it not for shopping but to kill time. This will lead to unconcentrated traffic and make it difficult to convert high video playback volume into sales. In addition, the prices of many products are even higher than those of Pinduoduo. Most sellers who can make money are currently in the ByteDance support stage, and earning subsidies is not a long-term strategy. Overall, TikTok's e-commerce foundation is still relatively weak. On the one hand, there is still a long way to go to build its overall supply chain and logistics system, and on the other hand, it lacks a complete monetization model and implementation cycle. Not only that, many sellers rushed to TikTok due to the Amazon account suspension incident, but with the escalation of supervision in various countries, TikTok has also been continuously strengthening compliance management and cracking down on counterfeit and copycat products . In April this year, a wave of store closures even broke out. It was learned that some sellers blindly followed the trend without understanding the specific gameplay and operating logic of TikTok e-commerce. Not only did they fail to open up new channels for making money, but they also fell into various scams. Thousands of sellers are victimized by the scammers under the guise of TikTok investment promotion! Previously, it was reported in the article "'Investment Promotion' is actually a scam? 39,000 high entry fees, thousands of sellers were deceived!" that a fraud gang was cheating under the guise of TikTok's investment promotion conference, defrauding high entry fees, and thousands of sellers were deceived. ▲ The picture comes from the seller’s disclosure Recently, another seller revealed that he may have encountered the same scam. According to the seller, he had previously participated in a TikTok investment conference held at a hotel in Futian, Shenzhen. The organizer claimed to be a TikTok agency and could provide six-month TikTok training to applicants. It is reported that the entry fee is as high as 49,000 yuan, and a 2% commission will be charged. At the meeting, the seller's boss paid a deposit of 10,000 yuan in advance, and many sellers present paid the full amount directly. From the information provided by the "agent company", we can see that it has seven services ranging from activation, equipment construction to logistics resource docking. At first glance, the service content is very complete and attractive, but upon closer inspection, even some basic words in the table have spelling errors, which is enough to show that it is unprofessional. After searching, I did not find this agent. (Follow the [Cross-border E-commerce] public account, and reply to the keyword [TK Agent] in the background to obtain the official TikTok agent query method.) ▲ The picture comes from the seller’s disclosure There are countless similar incidents, and they are even getting worse. According to victimized sellers, these fraud gangs are cunning and have registered a large number of companies to avoid complaints, from the Pearl River Delta to the Yangtze River Delta. When signing the contract, the other party also secretly set traps, and some sellers were asked to pay a 30% penalty during the appeal process. ▲ The picture comes from the seller’s disclosure Backed by a huge traffic pool, TikTok e-commerce is rising rapidly. However, due to its late start, it has not yet formed a relatively mature and stable e-commerce system. Sellers who intend to join the market should first fully understand its operating logic. In addition, it is also important to avoid being blinded by various marketing and being cheated by fraud gangs. Have you encountered similar TikTok investment scams? Welcome to leave a message or scan and add the editor's WeChat to join the rights protection group to discuss together~
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