A、Channels have brand incubation dividends
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Purchases are greatly influenced by social media, and people are willing to pay for high-priced products
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New products and new brands on the TikTok platform are still in a relatively blank period
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The TikTok platform is getting rid of low-price competition and gradually moving towards branding to create a high-quality content e-commerce market
B、Opportunities for localized incubation of hot products
The competition among the top merchants in the sub-categories is mainly between Chinese brands and some international brands and local brands. From the perspective of international brands and local Thai brands’ awareness of TT’s logic of creating blockbuster products, it mainly relies on the retail system and traditional e-commerce platforms. Although Chinese brands have cognitive advantages, they lack understanding of channels, influencers, live broadcasts, etc. when they are implemented locally. The Chinese TikTok approach is not suitable for various local conditions and it is difficult to control the details. Therefore, there is a time cost of trial and error learning. There is also a lack of localized awareness of TT’s strategy of creating blockbuster products, especially for high-priced products.