Overseas live broadcast can't move goods, whose pot?

Editor's Guide: The domestic live broadcasting with goods is booming, but the overseas live broadcasting cannot bring goods.
What's the problem? Does China's mainstream e-commerce model fail overseas? This article analyzes the problems in overseas TikTok live broadcast and e-commerce development, and let's have a look.
A few days ago, according to the relevant report of the Financial Times, TikTok temporarily gave up its plan to expand its live cargo business in the United Kingdom and the United States.
At that time, speculation about the development of TikTok's e-commerce business emerged in endlessly.
Soon, TikTok officially dismissed the rumor, and the development of its e-commerce business triggered a heated discussion in the industry.
According to relevant media reports, the trading volume of TikTok's e-commerce business is targeted at US $2 billion in 2022, and it is planned to reach US $23 billion by 2023, an increase of about 10 times.
Many users are skeptical of this goal and think that TikTok's development in e-commerce in recent years is not smooth, and it is difficult to support such an ideal development plan.
In 2021, TikTok will bring the live broadcast cargo business model overseas and announce the launch of TikTok Shop.
However, in the face of the continuous frustration of overseas giants and overseas markets, TikTok's path to expand overseas live broadcast cargo has been greatly hindered.
According to relevant media reports, in June this year, TikTok's Chinese management team clashed with London employees and triggered a wave of resignation.
The fuse of the incident was a remark made by its European e-commerce leader at the meeting - "As a capitalist, I don't think enterprises should provide maternity leave".
This statement triggered dissatisfaction and resistance from British employees.
TikTok said that all systems were in compliance with local laws and regulations and had started self-examination.
Whether from the perspective of income or human resources, TikTok's overseas e-commerce business has encountered tremendous obstacles and impacts, which can not help asking whether China's mainstream e-commerce model can not work overseas? 1、 In the price volume, the "first shot" of TikTok to seize the overseas market was launched from the price war.
The price here should be seen from both the customer price of the product and the labor cost of the anchor with the goods.
In order to attract merchants to settle in, TikTok did not set a high entry threshold in the early stage of its development.
It can open its own stores by setting up local return warehouses, binding accounts, and merchants' goods.
This has led to a large number of merchants whose products and services fail to meet the requirements of the platform, which has affected the shopping experience of overseas users to a certain extent.
At the same time, Chinese small and medium-sized businesses use TikTok as a channel to open the overseas market, and fight a "price war".
0.99 parcel post and big brand products are often sold at a lower price, which makes the competitiveness and entry motivation of overseas local businesses decline in an all-round way.
In addition, problems such as copycat and "selling dog meat by hanging sheep's head" occur frequently, and some sellers even send empty boxes for packaging.
Consumers question the shopping security.
Although TikTok's early traffic is booming due to low prices and new shopping methods, its GMV and sales performance are not ideal