TikTok also wants to win Southeast Asia on the "Double 11"?

After years of development, the Double 11 Festival is no longer a domestic e-commerce shopping event, and Southeast Asia has also joined in.
In the past Southeast Asia Double 11, Shopee, an e-commerce platform in Southeast Asia, released relevant advertisements, and TikTok overseas also took this opportunity to launch an attack.
Let's have a look at the details.
After more than a decade of development, the "Double 11" has not only been a domestic e-commerce shopping event, but also a shopping carnival in Southeast Asia, where e-commerce has exploded in recent years.
In the past Southeast Asia Double 11 Festival, Shopee, an e-commerce platform in Southeast Asia, released an advertising blockbuster featuring Jackie Chan, and Lazada, another e-commerce platform in Southeast Asia, also launched an advertising blockbuster starring South Korean men's group Seventh een.
While dancing, front-line idols sang slogans such as "free postage, lowest price".
However, compared with these platforms that have been deeply involved in the Southeast Asian market for many years, the biggest "catfish" that has stirred the Southeast Asian Double 11 this year belongs to TikTok.
After repeated exploration in the past two years, TikTok launched this year with the TikTok Shop Shopping Center officially launched in Indonesia, which was called "Mega Sales Season" for three months "A large-scale e-commerce activity.
For TikTok, which is trying to get rid of advertising dependence, the Double 11 Festival has become a key node for its e-commerce business to take off.
First, it has emerged: Ten days before the promotion of the Double 11 Festival in Southeast Asia this year, TikTok Shop Shopping Center, namely TikTok Shop's mall function, directly appeared on the main menu bar at the bottom of TikTok's home page screen, directly becoming New functions that all Indonesian users can use.
Although TechCrunch reported in July that TikTok was testing the Shop section, according to the screenshots of the test version at that time, its Shop was located at the top of the screen in the Home main menu, parallel with following and for you;
In the current online version, the shop level has been further improved, replacing the previous friends in the main menu.
The priority of TikTok Shop is very high, as can be seen from the prominent entrance of this function.
Now, when TikTok Indonesian users open the app, they will find that the four tabs below the home page are Home, Shop, Inbox and Me.
TikTok Shop screenshots enable Indonesian users to have a more direct TikTok Shop entrance, that is, in addition to short videos or live shopping, TikTok is ready to let Southeast Asian users use TikTok Shop as a regular shopping platform, rather than a simple short video platform.
This method is almost the same as Meta's previous redesign of the core label entry below the home page on Instagram