TikTok American store, "survival" in the "crack"

Compared with the Pinduoduo Sailing Project TEMU, which was launched in February, ranked first in the download volume of Google Play shopping apps in the United States.
The TikTok Shop, which has been launched in the United States for nearly a month, seems to be "calm".
Since the site was opened to local businesses in the United States on November 10, there have been few other official news.
However, there is still a rumor that the invitation code of a TikTok American store on the market has been speculated to the sky high price of more than 100000 yuan, and it is still "hard to get one code".
Behind this, there is not only an urgent demand for sellers' multi-channel business layout, but also a positive view of live broadcast e-commerce and short video shopping.
How should TikTok American stores, which are highly expected to survive in the face of Amazon and Wal Mart e-commerce giants, TEMU's constant pressure, thousands of vertical independent stations and brand department store official websites? The "gap" in the American market has been from Britain to Southeast Asia, and now to the United States.
Zhu Guiyu, the seller of TikTok, has been following the pace of TikTok, and has accumulated rich experience in small store operation.
Perhaps it is because the effect of participating in the closed loop test of American small stores is not optimistic.
Zhu Guiyu has a different view on TikTok's American small stores: "The U.S.
e-commerce market is relatively stable, and China's cross-border e-commerce has taken a huge share in it.
It is understandable that the market is so, but TikTok needs time to settle down if it wants to succeed in developing e-commerce business in the United States." Zhu Guiyu analyzed that TikTok, as a product of the post era, In the perception of American consumers, it is just an entertainment and social networking platform.
Although the early stage has made some market laying through integrated cars and achieved some results, for American consumers, the small store model of direct shopping on social media is relatively new, and they cannot fully accept this model in a short time.
"TikTok needs to spend time to educate the market, so that consumers can slowly accept the culture of small yellow cars." Zhu Guiyu believes that TikTok's American stores cannot quickly start to sell.
When it comes to TikTok Shop, it's easy to think of the once popular Facebook Shop.
In August 2020, Facebook launched the shop business.
Foreign media reported that about 250 million people visited Facebook Shop every month after it went online.
However, in August 2022, Facebook announced that it would close its live shopping function from October 1.
In response, Facebook explained: "As consumers' viewing behavior is turning to short videos, we will focus on the Reels business on Facebook and Instagram, that is, Meta's short video products." Faced with this sudden move by the social media giant, some industry insiders were not surprised.
They said that the live shopping model in Europe and the United States was not mature, consumers did not like it, and the creators were unhappy.
They could not change the consumption concept of local people, and they had to close the show eventually.
TikTok's small store business is carried out through short video and live shopping, while American consumers are not accustomed to direct