今年黑五 中国商家找到出海“新主场”

Chinese cross-border merchants achieved explosive growth during this year's Black Friday sales, primarily driven by content commerce, multi-channel strategies, and global market expansion.

1. Growth Data: U.S. Black Friday online sales increased by 9.1% year-over-year, with the holiday season expected to grow by 5.3%. TikTok Shop U.S. GMV surpassed $500 million during Black Friday/Cyber Monday, with cross-border POP model sales doubling compared to mid-year and fully-managed model global business doubling.

2. Channel Strategies: Merchants actively adopted content commerce tactics, such as influencers generating over $300,000 in a single livestream and merchants hosting over 20 self-hosted livestreams exceeding $100,000. Sales were driven by "good content, good products, good service," with examples including novelty toys surging 213% in a single day and Fulfillment by TikTok (FBT) orders doubling.

3. Market Expansion: Diversifying into markets like Europe, Latin America, and Japan reduced risks, with GMV multiplying in the UK, four EU countries, and Japan. For instance, brand Vevor created a high-priced hit product selling for $100 on its German site, generating nearly $10,000 in a single livestream.

4. Content Tactics: Combining short videos and livestreams accelerated conversion. Examples include Ecoflow using professional explanations and scenario-based content to stimulate demand, and Renyou E-commerce leveraging influencers to demonstrate new product uses, expanding consumer imagination.

Content commerce has become the primary battlefield for brands expanding overseas, driving both brand marketing and performance growth.

1. Brand Marketing Strategy: Content platforms enable efficient exposure and conversion. For example, TikTok Shop's "Super Brand Day" event helped Ecoflow achieve a daily GMV exceeding $700,000 and over $10 million during Black Friday. Top brands like POP MART and Fanttik saw business surge over 100%, with professional explanations and scenario-based video matrices being key to building trust.

2. Consumer Trend Insights: Global consumers are shifting from "searching for products" to "products finding them," with content stimulating latent demand. Examples include energy storage products gaining mindshare through short video "seeding." User behavior shows increased interest in cost-effectiveness and innovative experiences, with significant growth in European and Latin American markets.

3. Product Development Implications: Leveraging supply chain advantages allows brands to operate lightly. The fully-managed model lets brands focus on R&D, as seen with Huizhou Jinjunda Footwear using data-driven product selection. Successful content strategies from the U.S. can be replicated in Europe and Japan, boosting business by over 200%.

4. Avoiding Price Competition: Utilizing platform subsidies and limited-time offers (e.g., TikTok Shop's fully-funded vouchers) enhances competitiveness and avoids homogenization. Cases show that high-average-order-value products can also explode via content commerce, reducing pressure from internal competition.

Black Friday reveals growth market opportunities and learnable business models, helping sellers adapt to changes.

1. Growth Markets & Opportunities: Diversifying across markets reduces single-market risk. New blue ocean markets in Europe, Latin America, and Japan have mature online shopping habits, with TikTok Shop GMV multiplying in the UK and four EU countries. Opportunities include global site synergy, with over 6,000 hit products sweeping across markets, making new market increments a highlight.

2. Response Measures: Facing high traffic costs, sellers转向 content commerce strategies, such as tiered influencer matrices for user reach and live stream instant conversion. Examples include brand Vevor using low-priced products for traffic and limited-time offers to drive urgency, generating nearly $10,000 in a single livestream.

3. Learnings & Business Models: Cross-border POP and fully-managed models offer efficient operations. POP model merchants hosted over 20 self-streams exceeding $100,000, while the fully-managed model allows factory-type sellers to focus on supply chains. Collaboration methods, like partnering with influencers boasting millions of followers, allow content strategies to be quickly replicated globally.

4. Risk Warnings & Positive Impacts: Diversifying markets mitigates risks from trade environment changes. Content commerce brings pulse-like sales explosions, amplifying sales hundreds or thousands of times, but relies on the three core elements: "good content, good products, good service."

Content commerce provides a lightweight path for factories to go global, focusing on production and business opportunities.

1. Production Needs: The fully-managed model allows factories to concentrate on R&D and production, as demonstrated by Huizhou Jinjunda Footwear leveraging supply chain advantages to create hit products. Product design should integrate content innovation, like Renyou E-commerce's Christmas bow, where influencers demonstrated new uses to stimulate demand.

2. Business Opportunities: Global market expansion brings order growth. TikTok Shop's fully-managed model facilitates "sell globally with one stop," with multiples of growth in four EU countries and Mexico. Data-driven product selection logic (e.g., using platform data to find entry points) helps quickly adjust for product differentiation.

3. E-commerce Advancement: Convert supply chain advantages into sales momentum; content platforms efficiently communicate product strengths. Cases show factories can operate lightly, achieving natural growth through super products and content-driven strategies, like energy storage brand Ecoflow exceeding $10 million GMV during Black Friday.

4. Digital Practices: Utilize platform tools (e.g., TikTok Shop's content field) to lower e-commerce barriers and focus on core capabilities. Insights include adapting products to local demand and avoiding reliance on a single market.

Industry trends point to the rise of content commerce, with new technologies and solutions alleviating client pain points.

1. Industry Trends: Content commerce is globally validated as the main battlefield, with the red ocean of shelf-based e-commerce forcing transformation. TikTok Shop leads with the "good content drives good business" logic, with its content field outperforming traditional shelf models from the U.S. to global sites, demonstrating strong efficiency and explosive power.

2. New Technology Applications: Platforms employ data-driven product selection (e.g., Huizhou Jinjunda Footwear quickly finding market entry points). Short video and livestream technologies enable immersive "seeding" and instant conversion. Solutions include tiered influencer matrices for reach and limited-time offer tools.

3. Solving Client Pain Points: Addressing high traffic costs and homogeneous competition, TikTok Shop provides subsidies, vouchers, and content fields (e.g., over 100 billion product exposures). For pain points like hard-to-sell products with long decision chains, the Ecoflow case shows how professional explanations build trust.

4. Innovative Service Models: Platforms launch new models like fully-managed and quality-selected offerings, enabling lightweight operations for merchants. Global sales seasons (e.g., Black Friday promotional activities) provide one-stop support, helping clients achieve multiples of growth.

Platforms must respond to commercial needs, optimizing merchant acquisition and operations with the latest practices.

1. Commercial Needs & Platform Actions: Merchant demand for multi-channel and global markets is met by initiatives like TikTok Shop's "Global Black Friday Sales Season," releasing over 100 billion product exposures and providing subsidies and fully-funded vouchers. Actions include off-site advertising campaigns, doubling in-site topic play volumes, and celebrity endorsements.

2. Merchant Acquisition Strategy: Attract merchants via dual POP and fully-managed models. Cross-border POP doubled in the U.S., with multiples of growth in new markets. Acquisition cases include over 20 brands boosting business by over 200% in Europe and Japan, supported by data-driven product selection.

3. Operations Optimization: The content field drives efficient conversion, evidenced by record-breaking influencer livestreams and managed merchant self-stream schedules. Risk mitigation involves market diversification (e.g., four EU countries, Mexico), while the fully-managed model ensures quality selection and local hosting.

4. Problem Response: To counter homogeneous competition, platforms use content commerce to open incremental space. Managing major promotions like the four-day Black Friday/Cyber Monday period ensures record GMV, while providing lightweight operation solutions (e.g., allowing factories to focus on supply chains).

Industry developments indicate the global rise of content commerce, with significant implications for business models and policy.

1. Industry Developments: Content commerce has become a new mainstay for overseas expansion, validating the momentum of "multi-channel, multi-market" strategies. TikTok Shop's global promotions break sales records, showing resonance from the U.S. to Europe, Latin America, and Japan, with consumer habits shifting from "searching for products" to "products finding people."

2. Business Model Analysis: Innovations in cross-border POP and fully-managed dual models: POP achieves both brand and performance growth (e.g., top brands exceeding $1 million GMV), while the fully-managed model enables lightweight operations for factories. Cases like Ecoflow's high-AOV products exploding via content reveal that immersive experiences drive purchase decisions.

3. New Issues & Policy Implications: Risks associated with single markets (e.g., trade environment changes) necessitate diversified layouts; policy should support global market expansion. Insights include content commerce reducing internal competition pressure but requiring a strengthened ecosystem of "good content, good products, good service."

4. Future Outlook: Content commerce is transitioning from optional to essential, signaling the beginning of a new growth cycle. Business models can replicate proven strategies (e.g., rapidly applying U.S. tactics globally). Researchers should note the immediate market expansion impact of pulse-like sales explosions.