Fan Bingbing enters cross-border business! A large number of talented people are going overseas

A gathering of big names ...the cross-border e-commerce overseas market is becoming more and more lively!

"Going overseas" has become a new direction for more and more small and micro enterprises. However, what is unexpected is that this popular track has also been targeted by celebrities.

The hot news in the cross-border circle recently is "Fan Bingbing's brand and her own brand Fan Beauty Diary enter TikTok", and TikTok's attention has reached a new level for a while.

Yienjun learned that in addition to international superstars, many domestic top sellers, well-known anchors, cross-border sellers and other big names have entered TikTok to sell goods. While domestic live streaming e-commerce is in full swing, overseas live streaming e-commerce is also growing rapidly. No one wants to miss this gold-digging opportunity.

Fan Bingbing also engages in cross-border e-commerce and officially announces her entry into TikTok

Fan Bingbing has also started using TikTok .

Recently, Fan Bingbing's brand Fan Beauty Diary officially entered TikTok. After only posting two videos, the brand account has easily attracted more than 50,000 followers.

The first video is a short video shot by Fan Bingbing herself. The content of the video shows that she will share beauty and skin care knowledge, product trial experience and brand stories on TikTok in the future . This short video has been viewed more than 500,000 times, and there are many comments below. Fan Bingbing 's overseas fans have announced that they will support her brand. One Malaysian consumer said that he has been a Malaysian fan for 9 years and will strongly support his idol.

In other words, Fan Bingbing has already entered the cross-border e-commerce market! As for whether she will personally conduct live streaming to sell goods, many industry insiders speculate that the probability is very high.

Speaking of Fan Beauty Diary, I believe many women are familiar with it. The brand was founded in 2018. Its products include skin care, hair care, makeup, personal care, etc., and facial masks are its flagship products. In recent years, it has expanded rapidly in the domestic market. In 2023, the annual GMV exceeded 1.1 billion, which is several times higher than the GMV of more than 300 million in 2021.

Yienjun learned that before the official announcement of entering TikTok, Fan Bingbing 's brand had already announced its entry into Lazada in May this year . At that time, Fan Bingbing announced in a well-known social media: Chinese brands are still newcomers to the overseas market, and this is also a learning process and opportunity, which is great ! I can only say that we are confident !

It is foreseeable that Fan Bingbing's celebrity effect will bring waves of free traffic to the Fan Beauty Diary brand. At the same time, the brand itself is not bad. Fan Beauty Diary can rise rapidly in a short period of time, gain a large number of fans on channels such as Xiaohongshu and Taobao, and its product sales are among the best. It must have strong product strength. With the superposition of these two advantages, the brand's cross-border expansion will be smoother than many other products.

In a key gold-digging area, many big names have entered TikTok to promote their products!

With the help of TikTok to achieve new sales records, domestic giants have flocked to overseas markets in recent years.

In addition to well-known domestic anchors such as Three Sheep and Oriental Selection, who have already deployed TikTok, even Xinxuan Group plans to go overseas through TikTok channels, and news shows that it has applied for an advertising account. Simba previously successfully live-streamed goods in Bangkok, Thailand, with sales of 830 million yuan in the first live broadcast and over 6.78 million orders.

Domestic giants have generally reached an industry consensus that "if you don't go overseas, you'll be out of the game. " The overseas market has broad prospects, and various news such as "Xiaoxiong Electric Appliances followed TikTok to expand its e-commerce business overseas and sold 100 million yuan worth of goods in Vietnam in about three days" have been reported, stirring the hearts of those who want to make money. In addition, even traditional cross-border e-commerce giants such as Anker Innovations have added TikTok sales channels.

Buydeem: A well-known brand in the kitchen appliance category, affiliated to Shenzhen BeDing Co., Ltd., it attaches great importance to TikTok channel marketing. The video content released by Buydeem products is very popular among consumers. One of its product review videos has received more than 10,000 likes.

Anker Innovations : In 2023, data from the “Category Weekly List” of TikTok Shop in the United States showed that within a week, a “foldable magnetic wireless portable charger” priced at US$19.99 from Anker Innovations became a best-seller in the “mobile phones and digital devices” category, with a total of 2.31 million units sold and total sales of approximately US$460,000.

Henglin shares : In 2023, it increased its investment in TikTok's e-commerce business, and achieved the first place in sales in the home category on the TikTok platform in less than a year. During the Black Friday pre-sale in 2023, the company's small store had sales of 1.5-1.75 million US dollars in 3 days, far ahead of the second place Wyze (about 500,000-750,000 US dollars).

To Europe : In early July 2023, the company launched the first batch of TikTok Shop functions in the United States and began to sell related products. The company cooperated with Internet celebrities and has currently launched multiple TikTok celebrity cooperation videos. The company pays close attention to the development of the platform in real time and prepares for the opening of the TikTok Shop function in Europe.

Huakai Yibai, wig giant Rebecca, Levo and other category sellers have also expressed that they have been paying attention to the TikTok platform and have carried out activities such as live streaming on TikTok to sell goods.

TikTok e-commerce is developing rapidly! A large number of sellers have settled in

The entry of many big names into TikTok to promote products is closely related to the broad development prospects of TikTok's e-commerce.

In the first half of 2024, TikTok's global average monthly downloads reached 81.73 million times. The US market has a huge stock of data, and Southeast Asia, Latin America and other markets have become new growth . Backed by TikTok , TikTok   Shop continues to develop, and its market share in Thailand has surpassed TikTok's e-commerce number one . In the just-concluded summer promotion in the UK , the GMV of live broadcasts exploded by 280%, the GMV of shopping malls exploded by 154%, and the GMV of short videos exploded by 171%. Portable hand-held fans, women's striped bat sleeve dresses, portable car video players, women's casual suits, wide-leg casual pants, remote-controlled fan chandeliers, desktop cold fans, digital cameras, sports shoes, long-sleeved cardigans, etc. have become hot-selling items.

The US market is also developing well. In the recent TikTok Shop US summer promotion , the top 10 hot-selling products were false eyelash sets, women's one-piece swimsuits, in-ear Bluetooth headphones, electric shavers, floral wide-leg jumpsuits, 3-piece furniture sets, ice makers, women's waist shapers, car emergency chargers, and mini desktop treadmills.

According to the forecasts of eMarketer and Marketplace Pulse, the top five e-commerce platforms in the United States in 2024 will be: Amazon, eBay, Temu, TikTok Shop and Walmart. As a "newcomer" platform, TikTok Shop has risen rapidly in the United States.

July is the golden consumption period for consumers in the US. TikTok Shop launched a mid-year promotion . The platform displayed this promotion in resources such as Top View , TikTok recommended product title exclusive tags, and joint marketing with top creators. The overall time point of the promotion for self-operated merchants in the US is the warm-up period from July 1 to July 8, and the official promotion period is from July 9 to July 11. Sellers of sports and outdoor clothing, swimwear, fitness equipment, camping and hiking equipment, water sports equipment, ball sports equipment, sports and outdoor toys and other categories have received explosive orders.

In terms of attracting sellers, TikTok Shop frequently introduces favorable policies.

Some time ago, TikTok Shop cross-border e-commerce launched the New Merchant Start-up Plan for new self-operated merchants in the United States. It plans to help the first batch of tens of thousands of new merchants to overcome the cold start period in the second half of this year, and realize easy store opening and stable growth.

In the past, due to the high entry threshold of TikTok Shop, a large number of sellers were unable to join this platform. Now the platform is actively recruiting investors, and a large number of sellers have expressed their willingness to try the waters and join.