【重点报告】【MMA亚太白皮书系列】在亚太地区应对不断演变的商业格局：通过购物娱乐实现商业革命.docxVIP

Shoppertainment2024:

1AccenturewasinvitedbyTikToktodevelopthiswhitepaperforcommercialuse

1

IN

INTRODUCTION

Foreword

Shoppingusedtobeajoyfulexperience.However,theemergenceofe-commercehasshifteditsfocustocompetitivepricingandtransactionalefficiency.

InAsiaPacific,webelievethenextbigcommerceopportunityliesinbringingconsumersbackintothepicture—prioritisingtheiremotionalneedsthroughShoppertainment.Itisdefinedascontent-drivencommercethatentertainsandeducatesfirst.Wefindthatthisapproachimprovesbrand-consumerconnectionsacrossvariousbusinessmodels,frommarketplacesanddirect-to-consumertoTikTokShop.

CommerceonTikTokhitsdifferentlyintwoways.One,wetakeanentertainment-firstapproach,asourmissionhasalwaysbeentoinspirecreativityandbringjoy.Withover1billionusersengagingwiththeirForYouPage,contentonTikTokhasevolvedtonotonlyentertainaudiences,butalsodrivepurchasedecisions.Two,theAgeofContenthasdemocratisedcreativityandcreation,whereeveryoneisempoweredtoparticipateininterest-basedcommunitieslikeBookTokandBeautyTok,creatingbeaconsofinfluenceamongconsumers.

WithAccenture,wehaveputtogetherthiswhitepaperthathighlightshowcontentshapesconsumerbehaviours,andinturndefinesthetrajectoryofgrowthforbusinessestoday.WehopebrandscantaponTikToktoshinethespotlightonconsumersthroughthecontenttheycreate.

ShantOknayan

HeadofGlobalBusinessSolutions

Asia-Pacific,MiddleEast,AfricaCentralAsia,TikTok

2

Foreword

TheUSD$1trillionShoppertainmentopportunityinAsiaPacificremainsvalid.Brandshavebeendrivingasizeablepartofthisgrowthoverthepasttwelvemonths.

Establishedbrandscannolongeraffordtoignorethisfastestgrowingchannel.Theriskislosingmarketshareandmissingoutontheopportunitytobuildvaluablebrandmomentswiththeirconsumers.

Th