Why TikTok is the "soil" for the next brand to go to sea

Under the situation of macro uncertainty, TikTok has become a decisive weight for overseas brands.
In the 2022 Southeast Asia Digital Economy Report jointly released by Google, Temasek and Bain, Maxine Go, a new founder of Hesi, found that the scale of Southeast Asia's digital economy was $194 billion, up 20% year on year, but the growth rate had slowed down significantly compared with 38% last year.
In the new stage, the global economy is under pressure, offline activities have resumed, and digital economic growth has gradually returned to normal.
With the macroeconomic downturn, inflation, excess inventory of retailers and weak demand in overseas markets, China's exports are suffering a huge impact.
At the same time, for many brands with product power and ambition to go abroad, it is still a weak point to talk with consumers in overseas markets and build their own brand image.
Under the new normal, how can offshore enterprises grow? In the past, the practice of shipping goods in batches and pursuing "explosive payment" is no longer optimistic.
The strategy of winning by volume meets the platform's practice of strengthening compliance policies.
As a result, some distribution sellers were severely hit by the closure of their stores and the freezing of their funds.
The newly disclosed cross-border sales financial reports of some listed companies showed reduced revenue and expanded losses.
On the contrary, some overseas enterprises focusing on brand value precipitation have maintained relatively stable development.
Anke Innovation is a good example.
Its revenue in the third quarter increased by about 20% year on year, with a net profit of 254 million yuan, up about 7% year on year.
SHEIN, another representative cross-border e-commerce brand, also had a sales volume of more than US $16 billion in the first half of this year, with a year-on-year growth rate of more than 50%.
It is not difficult to see that the offshore enterprises that have established brand influence still maintain the trend of growth against the wind under the general environment.
However, it does not mean that all enterprises need to create a "new brand" before going to sea.
Brand influence is reflected in channel construction and traffic integration.
It is still worth doing for small and medium-sized sellers.
This is also due to the fact that Chinese enterprises still have advantages in the global industrial chain.
A good manufacturing foundation, advantages in human resources, and rich experience in mass consumption markets are still "sharp tools" for Chinese enterprises to open overseas markets.
However, at present, enterprises going to sea need a more resilient and sustainable strategy for going to sea.
Data from the 2022 E-Commerce Marketing White Paper jointly released by Deloitte and TikTok for Business shows that 92% of e-commerce consumers believe that brand factors can promote purchase decisions, and user interaction, creative content, brand story communication and other ways help brands attract users' attention.
Using content and stories to create stronger brand value is a required course for enterprises to go to sea.
The building of Maxine Go brand influence requires "soil" in the past.
The solid soil for marketing is roadside billboards, LED screens outside office buildings, and TV advertisements.
Now, digital channels represented by Google, Facebook, YouTube, etc.
have become the "new soil" and the most important traffic dependence of overseas brands.
With the digital media platform as the main position for brand building, the competition within the platform is becoming increasingly fierce and the cost is increasing