tiktok刷粉低价 The TikTok marketing expert Nilo printed flyers and small

印度尼西亚的Cicalengka 又称为Hijab（头巾）村，这里有许多专营朴素服饰的家庭作坊，Inggit Pambudi和他的妻子Mudya Ayu就是其中的一员，以制作和销售Hijab为生。

While most of Cicalengka's products are directed towards physical markets in Southeast Asian countries, Pambudi and his wife have opted for a more modern and discreet marketing strategy. Instead of setting up any physical stores, they have opened a TikTok account called "Hijab mudy mudy" and sell their products through 24-hour live broadcasts.

TikTok is widely popular in India and Southeast Asia, which is the fourth most populous country in the world with over 2.75 billion people. As of July 2022, the number of adult TikTok users in India has reached 1.069 billion, making it the second-largest market for TikTok after the United States.

斋月期间，许多穆斯林会熬夜到凌晨吃“封斋饭”，此间TikTok的观看流量较往常更高。TikTok也嗅到商机，2021年在印尼市场推出斋月期间的直播电商功能。Pambudi两口子也和TikTok关系经理取得联系，开始在TikTok上直播卖货。

在此之前，Pambudi一直尝试在不同的线上平台销售产品，每个月大约能卖出1000条头巾，产品零售价从每件约0.5美分到3美元不等。但直播带货对他来说是全新的未知领域。

“项目关系经理培训我们如何进行直播。从如何使用功能、选择背景、灯光、设备，到直播话术，整个培训花费了大约五个月的时间。”Pambudi回忆道。

起初，夫妻两人选择每天在早上和下午进行几个小时的直播，后发现夜间直播能带来更多销量。“我们尝试在晚间8点后上线直播，人们刚好下班回来做Isha（晚间祈祷），在家中放松的同时会刷手机。我们会直播到Fajr（晨祷）时间，期间流量和销量都很好。”Pambudi说，黎明前的清晨是流量高峰时间，通常会有数百名观众进入直播间。在全国线上购物日等特殊活动期间，收视率可能会飙升至数千人。

“我们公司现在有10个主播，实行三班倒轮班，每班8小时。”现在，Pambudi公司每月销售多达3万条头巾，比直播前增长了30倍。

Regi Oktaviana, an SMB owner from Mojokerto, is exploring new sales channels on TikTok. She sells women's handbags under her own brand, Oktaviana Tas Grosir. Since she started broadcasting live with goods, her sales have increased by over 50%, with monthly sales exceeding 120,000 bags. Her impressive sales record also motivates her to extend her live broadcasting time, which can now reach up to 20 hours per day. Pambudi, another SMB owner from the same place, is also exploring TikTok as a new sales channel.

Oktaviana also shared some live broadcast techniques. She advised to maintain eye contact during the broadcast, even though the camera lens is the focus, to ensure that the eyes do not wander. Adding humor and adjusting the atmosphere with humor is acceptable during the live broadcast. However, the most important thing is to understand the details of the products being sold to answer any questions that the audience may ask.

在印度尼西亚，直播购物席带来了爆发式增长。根据该市场研究公司Ipsos最近的调查，71%的印度尼西亚消费者看过带货直播，其中56%的人购买了直播购物带来的商品。

印度尼西亚拥有6500万家中小企业，其中98%的企业年销售收入不超过3亿印尼盾（约合19500美元）。数字转型是印尼中小企业面临的一大挑战。当地政府正大力推动数字化，约2100万家小型企业（占总数的32%）已开始在线上销售产品。据悉，政府希望重点推动转型线上的中小企业达到3000万家。其实，这是内部目标，并非法律要求。

Undoubtedly, TikTok's entry into the field of commerce has become a significant driving force for India's digital economic transformation. Esme Lean, responsible for small enterprises in the Asia-Pacific region of TikTok, notes that an increasing number of Indian small and medium enterprises are joining TikTok. They use the application's provided business tools and features to promote business growth. These tools promote a fair competition environment, which is also one of the advantages of TikTok's retail entertainment.

（封面图源：图虫创意）

（来源：瞭望东南亚）