39Have you ever noticed that the same TikTok live broadcast sparks a buying frenzy in the US, but gets a lukewarm response in Southeast Asia?
Why do some live streaming models achieve great success in Japan and South Korea, but fail to deliver the same results when copied to Europe?
The key secret behind this is: users in different markets have vastly different cultural habits, consumer psychology, and content preferences.
To win applause on the global stage, you must learn to “sing the song that fits the mountain you’re on.”
Image source: Internet
Why TikTok live streaming cannot be “one-size-fits-all”
Before going Tuke, you must recognize a reality: the “water temperature” of global live-streaming e-commerce is completely different. This is not only reflected in the openness of features, but is also deeply rooted in the stage of market development and user mindset.
Currently, the live-streaming e-commerce ecosystem in North America is roughly equivalent to China’s stage in 2018-2019, and users’ mindsets still need to be cultivated. They are more accustomed to being “planted” by short videos, and see live streaming as a serious scenario with a high threshold (such as having their own brand).
In contrast, the Southeast Asian market is the earliest test field and hotbed for TikTok live streaming, and users there are highly receptive to interactive and promotional forms of live shopping.
Ignoring these stage differences and forcibly introducing the most mature “hawking-style” live streaming model from China is likely to result in a cold reception. The secret to success lies in customizing exclusive operational standards for each market and preparing different response strategies.
Image source:TikTok
Regional Feature Analysis: Three Key Differences Among Southeast Asia, North America, and Europe Markets
The Southeast Asian market is the first region where TikTok live streaming was piloted, with users highly receptive to live commerce and a lively interactive atmosphere. Users in this market are highly price-sensitive and have a strong social interaction vibe.
In the North American market, most product promotion is currently done by influencers through short videos, and mid-tier influencers are more willing to collaborate. European and American users pursue self-identity and unique individuality.
The European market faces the challenge of linguistic diversity. According to Yaowang Technology, there are many users of minor languages in Europe, and it is difficult for a single language live stream to guarantee tens of millions of online viewers.
In terms of conversion methods, the operational models of TikTok Shop in different regions also have their own characteristics: Indonesia and the UK support inserting product anchors in short videos or live streams, allowing users to click and buy directly; the US allows merchants to import products from independent sites into platform stores.
Differences between the same brand’s live streaming in the US and Southeast Asia Image source:TikTok
After understanding the differences, how should you act? The following three steps build a localized live streaming system from scratch.
Step 1: Team Building——Hire “Local Captains”
The deepest localization is the localization of people.
Yitao Technology, which has annual sales exceeding 100 million in the Southeast Asian market, has up to 90% local employees in its local team, with only the core management from China. The founder firmly believes that only locals, with their native accents and on-site presence, can establish an emotional connection with consumers and drive them to click the buy button.
For brands, this means either building a local team or cooperating with MCN agencies or influencers who deeply understand local culture.
Image source: Ningbo Corporate Culture
Step 2: Content Strategy——Speak the “Local Language”
Content must be adapted to local conditions. Visually, Europe and the US prefer simplicity and directness, while Southeast Asia loves lively and vibrant styles.
In terms of storytelling, cultural symbols should be cleverly embedded. For example, in the Middle East market, content must comply with religious customs and be presented in a decent and elegant way; while in the US, you can learn from the trendy toy giant POP MART, which reached Gen Z seeking cool experiences by releasing a massive number (448) of creative short videos and leveraging platform challenges and AR filters for fun interaction, ultimately achieving over $6 million in sales in 10 hours on Super Brand Day.
Image source:TikTok
Step 3: Technology Empowerment——Bridging the Language Gap
Language is a basic barrier, but technology provides a bridge.
You can build an AI translation tool matrix: use tools to achieve real-time speech-to-text and simultaneous interpretation for live broadcasts; use tools to automatically recognize multilingual comments and generate reply templates.
In addition, compliant “unmanned live streaming” or virtual host technology can also effectively solve the time difference problem, keep the store online 24 hours a day, and reduce operating costs.
Image source: Internet
Long-termism: Waiting for the “water temperature” to rise, but more importantly, learning to “swim”
Going Tuke with live commerce is essentially a market cultivation process that requires patience. As the overseas head of Yaowang Technology said, the industry is “waiting for the water temperature to rise.” But waiting is not passive.
At this stage, building brand value is more important than pursuing single sales. Continue to deliver high-quality localized content and build trust with users. At the same time, maintain strategic flexibility, as Yaowang Technology did by decisively shifting its focus to short videos and in-store streaming in the European market.
More importantly, be brave to test—perhaps, just like Yaowang Technology unexpectedly made clay toys a TOP vertical category, surprises always arise in the process of localization exploration.
