TikTok can't do it?

Production | Author of Huxiao Commercial Consumption Group | Edited by Zhou Yueming | Picture by Miao Zhengqing | Visual China "We have verified to the senior officials that TikTok will not shrink its business in Europe and the United States, but it really needs to be restructured." Lin Ling, one of the earliest senior players to enter TikTok in China, told Hu Xiang that this verification was based on a recent rumor about TikTok's business adjustment.
On July 19, according to the Science and Technology Innovation Board Daily, a byte beating person said that TikTok was adjusting its global business.
The plan was to start in India, Malaysia, Thailand, Japan, South Korea and the Middle East markets, while other regions were shrinking first.
In addition, TikTok also began to carry out a global restructuring of the company's business and organizational structure.
Team expansion plans were shelved, recruitment was frozen, and some employees of overseas companies were fired, including David Ortiz, a senior executive of TikTok.
The United States, the European Union and the United Kingdom were all greatly affected.
What you should know is that if you can take the time back to one year ago, TikTok at that time is striding into overseas markets with the e-commerce model of running in China, and is determined to open shop sites in various important countries around the world.
But now, there are only five overseas markets focused on in the express, even Indonesia, the first country to open shop, has not appeared.
The insiders speculated that whether TikTok's strength could not support its ambition.
"Indonesia is the first stop and will not be cut off." Wu Meng, a senior practitioner familiar with TikTok's business in Southeast Asia, told Hu Xiang, but he also said frankly that TikTok's development in Southeast Asia was not smooth.
For example, in Malaysia, it was not a mainstream social media, and in Vietnam, its consumption power had not yet risen.
Although he has checked with the official, Lin Ling also revealed that the current development of the European and American markets is not smooth.
It is urgent to adjust personnel and improve the competitiveness of the European and American markets.
Maybe TikTok should slow down after running.
Trapped by the team and logistics, when communicating with many insiders who are familiar with TikTok's operation, "powerless" is a key word that has appeared many times, which is first reflected in the construction of overseas teams.
"The TikTok team in the UK has changed several people." Lin Ling said that one of the main reasons for the resignation of British teams had been that the local staff did not adapt to the work pace of Chinese companies.
Europeans are hard to accept the culture of overtime, from business, market to operation department, they are not acclimatized to the overall situation.
The consequence of this situation is that the business development is slow.
Lin Ling described to Hu Xiang that the development of the whole European and American plate is relatively slow, and the human effect is lagging behind.
Poor team management is also an important reason that slows down TikTok's overseas development.
A number of insiders told Tiger Smell that the current situation in the UK station is quite chaotic.
The price war "killed" many players, and consumers were also spoiled just to pull wool.
However, this was not the case in the UK market at first.
At the beginning, many consumers were still willing to buy twenty or thirty pounds, or even forty or fifty pounds.
However, with the entry of a large number of Chinese, the market pricing began to be disturbed.
"When the price war began, the authorities did not stop it in time, or even limit it