Mega Sales: Achieve Mega Success with TikTok’s Holistic Solutions.
Mega Sales: Achieve Mega Success with TikTok’s Holistic Solutions.
- Introduces ‘PACE’ – a Powerful Framework to Empower Brands and Stores, Accelerate Adaptation, Create Opportunities, and Boost Revenue During Mega Sales Events Through TikTok Solutions for Brands and Sellers
- TikTok Shop shows over 500% [1] Live GMV Growth compared to the First Half of the Year; Aims to Support Thai Businesses with Three Key Mega-Campaign-Drivers in the Second Half: Year-End Mega Campaign Sales, Live Commerce, and Creators Affiliate
TikTok, a trusted entertainment platform for Thai creators, businesses of all sizes, and the user community in Thailand, is reaffirming its position as a catalyst for Thai business success with the introduction of its ‘PACE’ framework, which enables brands and stores to plan marketing strategies, understand target audience, diversify and strategize product offerings, design creative content ideas, and promote marketing campaigns to increase sales and build brand awareness. Embracing the Shoppertainment trend, a key driver of Thailand’s digital economy, TikTok is utilizing TikTok Solutions for Brands and Sellers to boost marketing campaign effectiveness and maximize opportunities for everyone across the entire ecosystem. Additionally, TikTok also unveils four shoppers persona with specific online shopping needs for the second half of this year.
According to Kantar’s recent study, 77% of Thai shoppers do online shopping on a weekly basis. This confirms that shopping behavior has become integral to Thai consumers’ lives. While content is key to driving community commerce marketing success, content creation during Mega Sales should focus on both quality and quantity. High-quality content can increase viewer clicks and engagement by more than three times, as well as encourage repeat viewing and content sharing.
TikTok has over 325 [2] million users in Southeast Asia, with over 15 [2] million businesses on the platform. In Thailand, TikTok has over 3 [3] million creators generating income from the platform and more than 2.4 [3] million sellers, 99% [3] of whom are domestic. The second half of this year presents a critical opportunity for brands, stores, entrepreneurs, and consumers, with numerous shopping festivals occurring monthly. Data from TikTok during the Mega Sales festival last year (2023) revealed that 89% [4] of TikTok users chose to shop during the festival, and this year, they are likely to spend 1.7 [4] times more. This underscores the Shoppertainment phenomenon that seamlessly combines entertainment with shopping, driving both Thailand’s digital and creative economies.
Ms. Sirinit Virayasiri, Head of Business Marketing – TikTok Thailand, said, “TikTok offers innovations and solutions that support Thai brands and businesses in creating growth and increasing their competitiveness in the rapidly changing market. According to TikTok’s survey, current consumer shopping behaviour on the platform is categorized into four main groups: The Bargain Hunters, The Inspirational Shoppers, The Effortless Shoppers, and The Purposeful Shoppers. If brands plan with understanding and prepare in advance, they will be able to strategically use various TikTok tools to effectively reach their target groups.”
In addition, TikTok introduced PACE, a framework designed to help brands and stores to create a competitive advantage and maximize sales opportunities. It is the acronym for P-Persona – Brands and businesses must seek to understand the behaviour of their target customer groups; A-Assortment – Expanding product variety and strategizing promotion packages to increase order value and GMV.; C-Content – Crafting inspiring, high-quality content that drives purchasing decisions; and E-Empowerment – Boosting promotion effectiveness and sales through advertising tools. Brands and stores can leverage these elements to further develop comprehensive marketing campaigns, positioning themselves to capitalize on the upcoming Mega Sales festival.
“TikTok’s holistic solutions will help brands and stores enhance their strategies for capitalizing on the Shoppertainment trend during Mega Sales. These solutions include: Ads Solution, In-App Shop Solution, and Live Commerce Solution, each designed to help brands and stores increase sales, build brand awareness, and provide a seamless full-funnel marketing experience. Whether a month before Mega Sales, encouraging viewers to add items to their basket and retargeting during the campaign, or using Top Affiliate Content during the After Party period these solutions align perfectly with the PACE framework,” Ms. Sirinit concluded.
Ms. Kornnika Niwattisaiwong, Head of FMCG, E-Commerce – TikTok Shop Thailand, said, “TikTok Shop is an Entertainment-First Shopping Platform that offers opportunities to explore products and a fully interactive shopping experience, making shopping fun and satisfying. TikTok is committed to growing alongside Thai businesses. From the beginning of 2024 till the previous Mega Campaign 8.8, TikTok Shop saw over 500% [1] increase via LIVE. Launched in 2023, the Shop Tab feature has made it easier for users to search for products with just one touch, showing a 100% increase in GMV [1]. Additionally, the number of sellers registering as stores in TikTok Shop Mall increased threefold [1], and TikTok Shop Mall GMV recorded an eighteenfold [1] growth, proving that TikTok Shop is now a key part of the One-Stop Shopping Experience for Thai consumers. This transformation in the shopping journey has led to more streamlined processes and consistently impressive business results for brands and stores.”
“TikTok Shop is a platform designed to create income opportunities for everyone, whether they are brands, stores, or creators. According to a study by Kantar 80% [4] of TikTok users are likely to shop on TikTok Shop during shopping festivals. This aligns with the 140% growth in GMV for Live Commerce on TikTok Shop during major campaigns compared to non-campaign periods. We found that scrolling through videos on TikTok influences consumer shopping behaviour. In the second half of this year, TikTok Shop will focus on three key mega-campaign drivers to support the e-commerce ecosystem: Year-End Mega Campaigns Sales, Live Commerce, and Creators Affiliate. These will be integrated into TikTok Shop’s marketing activities in collaboration with partners, brands, stores, and creators as TikTok Shop continues to be a platform that brings new business opportunities and success for all sectors,” Ms. Kornnika added.
Ms. Waritta Suebphanwong, CEO and Founder of Mizuhada Group Co., Ltd., the manufacturer of the MizuMi skincare brand, shared her insights: “MizuMi has established itself as a recognized Thai skincare brand in the online market, catering to a diverse customer base. Our longstanding presence has equipped us with a deep understanding of market dynamics, enabling us to swiftly adapt to emerging e-commerce trends. We initiated our brand-building efforts on TikTok in 2022, leveraging TikTok’s Ad Solution for Full Funnel Marketing. By collaborating closely with the TikTok team, we’ve crafted engaging marketing campaigns and content tailored for the platform. During the recent 7.7 campaign, MizuMi achieved a remarkable 30% [6] increase in sales compared to the 6.6 campaign, while keeping the same budget allocation. We also launched a new product, UV Jelly Aqua Fresh sunscreen, which sold over 10,000 units in three days, with TikTok Shop accounting for nearly two-thirds (63%) [6] of these sales and delivering a tenfold [6] ROAS.
Looking ahead to the second half of the year, we plan to continue utilizing TikTok’s solutions while expanding our Affiliate budgets to support product reviews by Creators, strategically setting hero products for each campaign, and experimenting with new Creative on LIVE. Additionally, CEO content creation on TikTok offers unique perspectives. By presenting honest and creative reviews through LIVE and Short Videos, not only boost customer confidence but also contribute significantly to our brand’s growth and future success.”
Mr. Wattana Promthong and Mr.Vasurat Uassatjatham, owners of the Promthong brand, emphasized the platform’s impact on his business: “Our journey began as a back-office operation in the production process for various brands. This experience inspired us to launch our clothing brand, Promthong. A significant milestone was opening our store on TikTok Shop last year, which proved to be a turning point in gaining widespread recognition. We’ve seen a steady influx of new customers and consistent repeat purchases. Our main strategy livestreaming, which accounts for up to 80% [7] of our total sales. Instead of focusing on direct product pitches, we aim to create engaging content. The 7.7 campaign, marking our first anniversary on TikTok Shop, was particularly successful, with sales skyrocketing by 300% [7] during the Mega Sales festival.”
Moving forward, we’re focusing on budget management and strategic selection of TikTok solutions, including Ads Solution, In-App Shop Solution, and Live Commerce Solution. We’ll continue to utilize livestreaming, capitalizing on TikTok users’ preference for authentic, real-time content. This approach not only promotes our products but also fosters engagement with our diverse customer base. We’re committed to constantly seeking new inspirations and experiences to further enhance our product quality. At Promthong, we firmly believe that compelling content is the key to driving sales and building long-term customer trust.”
Kantar’s recent study also revealed at the end of last year, shoppers on TikTok spent an average of 14,000 [4] baht on each sale event. Mega Sales events such as 9.9, 10.10, 11.11, and 12.12 are important shopping occasions that consumers eagerly anticipate. These are a time when everyone can enjoy everything from shopping to selling and creating content. While inspiring creativity and bringing joy, TikTok’s holistic solutions provide tools for brands, sellers, and creators to connect with their audiences and customers effectively and joyfully.
TikTok Shoppers Persona Quiz: https://www.tiktok-megasales.com/persona-quiz/quiz-main-page
