TikTok will no longer rush to Xiaguang WAVE 2022

Author ｜ Editor of Maji ｜ Song Han, as a pioneer of domestic APP exporting overseas, TikTok recently announced its latest goal to achieve by the end of 2022 - more than 1.05 billion active users per day.
Before that, there were only Facebook, What's App, Instagram and Youtube among the world's apps with more than 1 billion days of activity.
TikTok's ambition can be seen.
Looking back on TikTok in 2022, it has been "out of the loop" in overseas markets by virtue of platform traffic and a series of new playing methods.
Among them, TikTok's attempts to sell offline, as well as its efforts to boost offline book sales through short videos, have made users rethink the "real" value of TikTok;
New functions such as AI green screen background launched by TikTok continue to attract users' curiosity with novel and interesting online "virtual" experience.
In addition to innovation based on short video content, TikTok also tries to expand its business in music, games, live broadcast, cross-border e-commerce and other fields.
Among them, cross-border e-commerce is the top priority.
This year, the expansion of TikTok e-commerce has been greatly accelerated.
Since then, TikTok has tested water in Indonesia and the United Kingdom and expanded to seven countries in the world, all of which are located in Southeast Asia, one of the fastest growing regions of e-commerce in the world.
After the UK station, TikTok Shop America station was launched at the end of the year, marking a crucial step towards the European and American markets.
Just for TikTok, who started with short video content, "large traffic advantage" cannot simply be equated with "e-commerce conversion rate".
In the UK market, the development of TikTok Shop has met with difficulties due to the incompatibility between product strategy and corporate culture with the local market;
In Southeast Asian markets such as Indonesia and Vietnam, although TikTok e-commerce is growing rapidly, it is corresponding to the "potential market" that various e-commerce supporting services are not perfect, and consumers may not be ready for "embracing social e-commerce comprehensively".
E-commerce development was not as expected, and TikTok's advertising revenue also fell into a growth bottleneck due to multiple factors such as the global economic downturn.
According to sources quoted by the Financial Times, TikTok Chief Executive Zhou, who was funded, announced at a meeting in September this year that he would cut the annual expected sales revenue by 20%, from $12 billion to $14.5 billion, to $10 billion.
It is reported that during the meeting, TikTok employees were accused of failing to promote the growth of advertising and e-commerce, the two main sources of income.
Since the trillion dollar e-commerce track is hard to "bite", TikTok has also begun to work hard in the 10 billion scale show live broadcast industry.
According to Xiaguang News Agency, TikTok has raised the priority of live broadcast business since last year.
This year, the investment in related funds and manpower has been greatly increased, and the momentum of volume increase is very strong in the second half of the year.
Take the Middle East market as an example.
In just one year, the live broadcast of TikTok show has entered the top position of the industry.
This article will focus on TikTok's key progress in e-commerce and live broadcasting this year, and analyze the business trend and future development trend of TikTok in multiple markets.
Although the thunder of e-commerce is loud, it hasn't rained yet