Overseas live broadcasts can't bring goods, whose fault is it?

A few days ago, according to a report from the Financial Times, TikTok temporarily abandoned its plan to expand its live streaming business in the United Kingdom and the United States. For a while, speculations about the development of TikTok’s e-commerce business were endless. Soon, TikTok officials refuted the rumor, and the development of its e-commerce business sparked heated discussions in the industry. According to relevant media reports, the transaction volume of TikTok’s e-commerce business in 2022 is targeted at US$2 billion, and it is planned to reach US$23 billion by 2023, an increase of about 10 times. Many users are skeptical of this goal,

believing that the development of TikTok in the e-commerce field in recent years has not been smooth sailing, and it is difficult to support such an ideal development plan. In 2021, TikTok will bring the business model of live broadcast delivery b2b data overseas and announce the launch of TikTok Shop. However, in the face of the continuous setbacks of overseas giants and overseas markets, TikTok's expansion of overseas live broadcast delivery has been greatly hindered. According to relevant media reports, in June this year, TikTok's Chinese management team clashed with London employees and triggered a wave of departures.

The fuse of the incident was a sentence made by the head of its European e-commerce at the meeting - "As a capitalist, I don't think companies should provide maternity leave". This remark caused dissatisfaction and boycott of British employees. TikTok said that all systems follow local laws and regulations and have begun self-examination. Whether from the perspective of revenue or human resources, the development of TikTok's overseas e-commerce business has encountered huge obstacles and impacts, which makes people wonder, can China's mainstream e-commerce model not work overseas?