TikTok：2024购物娱乐：亚太地区消费与商业的未来展望报告（中译版）（35页）.pdf

1、1Accenture was invited by TikTok to develop this whitepaper for commercial useShoppertainment 2024:2I N T R O D U C T I O NForewordShant OknayanHead of Global Business SolutionsAsia-Pacific,Middle East,Africa&Central Asia,TikTokShopping used to be a joyful experience.However,the emergence of e-comme

2、rce has shifted its focus to competitive pricing and transactional efficiency.In Asia Pacific,we believe the next big commerce opportunity lies in bringing consumers back into the picture prioritising their emotional needs through Shoppertainment.It is defined as content-driven commerce that enterta

3、ins and educates first.We find that this approach improves brand-consumer connections across various business models,from marketplaces and direct-to-consumer to TikTok Shop.Commerce on TikTok hits differently in two ways.One,we take an entertainment-first approach,as our mission has always been to i

4、nspire creativity and bring joy.With over 1 billion users engaging with their ForYou Page,content on TikTok has evolved to not only entertain audiences,but also drive purchase decisions.Two,the Age of Content has democratised creativity and creation,where everyone is empowered to participate in inte

5、rest-based communities like BookTok and BeautyTok,creating beacons of influence among consumers.With Accenture,we have put together this whitepaper that highlights how content shapes consumer behaviours,and in turn defines the trajectory of growth for businesses today.We hope brands can tap on TikTo

6、k to shine the spotlight on consumers through the content they create.3I N T R O D U C T I O NForewordJapanWe conducted focus groups(n=23),and online surveys(n=765)with consumers across five Asia Pacific(APAC)marketsResearch approachContent-driven platforms:social media and/or entertainment platform