Live broadcast e-commerce business was called bad, and TikTok made another bet on Britain

Last week, there was a rumor that TikTok would give up the expansion plan of its live broadcast e-commerce business in Europe and the United States, and focus on the live broadcast e-commerce business in the United Kingdom.
It is mainly responding to this rumor with practical actions.
Recently, TikTok Shop officially released the bimonthly incentive plan for July August, which has customized four incentive policy activities for sellers in different operation stages.
The first wave of welfare is mainly aimed at cross-border sellers in the UK station, involving commission reduction incentives for new British merchants, postage reduction incentives in the UK, dynamic marketing incentives for launching broadcasts in the UK and daily broadcasting incentives.
In terms of commission reduction and incentive for new merchants, new sellers who have settled in these two months should complete the task of "novice on the road" within one month after settling in.
When a merchant completes an e-commerce live broadcast, the market is>1 hour, the number of trailer commodities is>1 piece or GMV is>$1, after the above conditions are met, they can receive 3.2% commission free incentive for all orders within 90 days, and only 1.8% commission will be charged.
After 90 days, 3.2% commission will be charged for all orders.
In terms of incentives for UK postage reduction, buyers can enjoy up to ￡ 2 of the buyer's freight reduction for each order placed on the TikTok Shop platform for the second time and after with an order amount ≥ ￡ 7.
If the order amount is ≥ ￡ 10, each order can enjoy up to ￡ 4 of the buyer's freight reduction, and the maximum reduction is 0 (including postage).
Buyers can also receive 15 corresponding freight coupons every fortnight.
It can be seen that although TikTok Shop's incentive policy is aimed at UK cross-border sellers, it actually covers buyers.
At the beginning of 2021, TikTok officially launched the "TikTok Shop" in the UK.
Similar to the domestic Tiktok stores, brands and online celebrities can sell products live through TikTok, and consumers can complete the whole shopping process in TikTok.
In the past year, TikTok's investment in the UK market has been obvious to the outside world.
TikTok first launched a multi brand live shopping activity called "On Trend" in the UK to test live shopping.
Later, it was reported that TikTok planned to launch a warehousing plan called "Aquaman" in the United Kingdom, imitate Amazon's FBA warehouse model, and store some goods with stable sales in advance to the local warehouse in the United Kingdom, so as to shorten the cross-border logistics time.
The development of TikTok Shop in the UK has also been criticized due to overtime hours and wages.
Can the bimonthly incentive policy solve the core problems? Not necessarily.
In the process of expansion, a survey by the Financial Times last month showed that the company's e-commerce team in London had experienced a large number of employee outflows, and they complained that the company's Chinese leadership had implemented a radical work culture, such as bottomless overtime.
In addition to the boycott of overtime culture, TikTok Shop's live broadcast business was questioned.
The Financial Times once reported that although TikTok Shop provides subsidies and cash incentives to encourage brands and online celebrities to sell through the app, the live sales of many TikTok Shops are still poor.
The online celebrity on TikTok Shop is expected to be broadcasted twice a week, two times each time