抖音短视频平台营销策略分析

-10-ChapterOneIntroductionInrecentyears,shortvideoAPPshavebecomeverypopular.Allkindsofcelebrities,millionsoffansandbusinessesfromallwalksoflifehavestartedtojoinTikTok.Thequalityshortvideomakersoftenhavecountlessfangroups.Therefore,itcanalsobesaidthatshortvideoAPPisacrowdgatheringplace.Asthesayinggoes,“Iftherearepeople,thereisdemand,andifthereisacrowdgathering,thereisbusinessopportunity.”ItcanbesaidthatthereareinfinitebusinessopportunitiesintheshortvideoAPPwithhugeamountofusers.Underthecurrentsloganof“massentrepreneurshipandinnovation”,shortvideoAPPisundoubtedlythebestplacetopromoteservicesandmarketproducts,whichisanexcellentopportunityforyoungentrepreneurswhoarecurrentlystrugglingtofindcustomers,ormanufacturerswhohavenodistributionchannelfortheirinventorybacklog.Nowadays,shortvideoAPPsarerisingataveryfastpace,andifyourideonthe“windturbine”ofshortvideo,youcantakeyourproductmarketingtoahigherlevel.TikTok,developedbyChinaByteDance,isapivotalpartoftheshortvideoindustryinChina,andhasgainedaspurtofdevelopmentallovertheworld.WiththecontinuousriseoftheInternetcelebritygroup,thecurrentInternetcelebritybusinessmarketingmodelhasbecomemorediversified.AccordingtoLiuYuqi(2018),theInternetpopularityeconomyisactuallyafaneconomy,whichisaneconomicformthatturnsthetrustoffansintoapurchasingpower.Therefore,whenmarketingthenetpopularityeconomy,thefaneconomycanbethecoreofthenetpopularityeconomymarketing.In2019,ShenXinxininAnalysisontheInnovationofRuralTourismMarketingStrategy-TakingtheTikTokasanExamplementionsthatqualitycontent,goodrelationshipsandawiderangeofusersarethemostcriticalfactorsfortheinnovationofTikTokmarketing.ItisarguedthatthepotentialassociationbetweenruraltourismdestinationmarketingandTikTokshortvideosisuniversal,andruraltourismmarketingmustcombineshortvideos,self-mediaandtraditionalmarketingtopromotetheprosperousrevitalizationofruraltourism.In2022,LinHaoweianalyzedthedevelopmentissuesoftheshortvideoindustrysystematicallyinthe“MarketingStrategyResearchofTikTokShortVideo”.ItispointedoutthatwiththeadventofthemobileInternetera,thefunctionsofTikTokaregettingricherandricher,andthecontentofTikTokshortvideoscanbedividedintodifferentcategoriesaccordingtothesuppliers.Shortvideoscanalsoprovidetrafficandclearmarketingdirectionsforadvertisers.ThemarketingstrategyofTikTokshortvideoshasproblemssuchastoonarrowtargetaudienceandpoorqualityofcontentmarketing.Intheeraofnewmedia,themarketingofTikTokshortvideoplatformneedstobecombinedwiththecurrentdevelopmenttrend.TikTokneedstomakefulluseofnetworktechnologyandnetworkadvantages,ensurequalityandfocusoncontent.Shortvideomarketingshouldstrengthenuserexperienceandconstantlyadjustsmarketingmethods.Inthisway,TikTokshortvideoplatformcanbebetterdevelopedandmoreidealmarketingeffectcanbeachieved.WhileTikTokhasachievedstabledevelopment,italsodrivesthedevelopmentofaseriesofindustrialchains.TikTokwillrapidlydevelopandoccupythemarketthroughthecombinationofsocialnetworkingandshortvideos.ThispaperfindsoutthenewdevelopmentideasofshortvideoplatformunderthedevelopmentofInternet.TikTokhasbuiltathree-in-oneplatformfeaturingshortvideos,livestreamingande-commerce.TikToknotonlyaggregatespeople,goods,contentandscenes,butalsorealizescontentenablingtransmission.ItishopedthatthetraditionalmarketingmethodsofTikTokplatformcanbechangedandevenhaveareferenceforthedevelopmentofthewholeindustry.ChapterTwoSWOTAnalysisofTikTokShortVideoPlatformTheso-calledSWOTanalysis,whichisbasedonthesituationanalysisofinternalandexternalcompetitiveenvironmentsandconditions,istolistandsystematicallyanalyzevariousmaininternalstrengths,weaknesses,andexternalopportunitiesandthreatscloselyrelatedtotheresearchobjectthroughinvestigation.Thischaptermainlyintroducestheadvantages,disadvantages,opportunitiesandthreatsofTikTokshortvideoplatform.2.1Strengths2.1.1YoungerProductPositioningTheusersofTikTokaremainlyyoungpeopleandstudents.Thissoftwarecomeswiththemosttrendymusicintoday’ssociety,fastandslowshots,allkindsofstrangespecialeffectsandfilters,whichareexactlytheelementsthatyoungpeoplelikeandmeetouryounggeneration’spersonalityofaspiringtobefresh,trendyandexciting.TheuserbaseforthefuturedevelopmentofTikTokisthesehugeyounggroups.TikTokshortvideoplatformisaimedatthepost-95s,post-00s,studentsandotheryoungpeople,whocanquicklyidentifywithnewthings,liketotryandchallenge,havestrongcreativityandliketofocusontheirownpersonalsocialimage,andTikTokistheplatformtheyusetoshowthemselves.Youngpeopleliketoshowtheirindividualityandhaveastrongneedanddesiretosocialize.TikTokcanreflectthesecharacteristics.2.1.2PersonalizedRecommendationAlgorithmsThecombinationofalgorithmandmanualselectionispreciselytherecommendationmechanismofTikTok.Thebackendpushesusers’favoritecontenttothemwithacertainfrequency,andinordertopreventaestheticfatigue,itdoesnotkeeppushingthesametypeofvideos.TikTokwillchoosehigh-qualitycontenttopushtousers,aswellasuserswholikerelatedcontent.TikTokhasaverygoodoperation,andordinaryuserswillbeinducedtoimitatetheverycreativevideosofSocialMediaStar.Whenacertaintypeofcreativevideoisveryhot,TikTokwillpushsuchpopularvideosmore,inlargerquantitiesandmorefrequentlyinordertoattractordinaryuserstoparticipate.TikTokisamethodthatusesalgorithmstopushvideosofinteresttousersbasedontheiralgorithms,andbothTikTokofficialsanduserscancreateunderthesametopic.2.1.3InnovativePopMusicwithShortVideoModeTikTokisthepioneerofthenewinnovativemodelofshortvideo.TheadvantageofTikTokshortvideoplatformisshortvideo.Comparedwithlongvideo,ithasthecharacteristicsoflowerproductioncostandricherproductioncontent.Thisisfarfrombeingcomparabletolongvideos.AdozensecondsisthemainlengthofvideocontentonTikTokshortvideos,andtheshortviewingtimeisafeaturethatallowsuserstobrowsemorepublishers’works,thushelpingmoreauthorstoattractfansandearntraffic.Comparedwithlongvideos,TikTokisabletofocusonshortvideos,whichconstantlystimulatesandattractsusers,makingthemwillingtospendtimetobrowsemoreshortvideos.Shortvideosareveryeasytoproduce,andauthorscanmoreeasilyproducethecontenttheywanttopost,thusmakingthecontentontheplatformmorecolorful.Moreover,mostoftheworksontheTikTokshortvideoplatformusethecurrentverypopularmusicasthebackgroundmusic,sothatuserswillfeelbrainwashedafterbrowsinganddeepentheirgoodfeelingandimpressionoftheproduct.2.2Weaknesses2.2.1LowUserThreshold,SeriousHomogenizationofContentThethresholdforenteringTikTokisrelativelylow.YoucanregisteranTikTokaccountwithamobilephonenumber.ManyofthesametypesofvideosappearrepeatedlyonTikTokplatformorotherplatforms.Userscanimitatethemcasually,usuallythesamevideocontent,changeperformers,changeshootingvenues,andformanewTikTokwork.Inthelongrun,userswillfeelaestheticfatigueandevenresenttheshortvideocontent,whichismuchthesame.Inthelongrun,therewillbeagraduallossoffansandusers.Anotherreasonforthehomogenizationofshortvideocontentisthepersonalizedpushbasedontheuser’sbrowsinginterest.Forexample,whenauserlikesabasketball-relatedvideo,orwhenthecontentisrelatedtolearning,theTikTokplatformrecommendsavideothatissimilartothevideocontenttype.Assoonasthissituationistoomuch,itiseasyforuserstofeeltired.Inaddition,thevideoqualityinTikTokplatformisintermingled.Manyoftheworkswereeditedchaoticallyduringproduction.Thepictureisnotclear.Musicdoesn’tappealtousers.Theentrythresholdislow,whichisnotonlyaspecialcaseofTikTokshortvideoAPP,butalsoacommonphenomenoninallshortvideosoftware.Thisphenomenonislikeadouble-edgedsword.Ontheonehand,itcanattractalargenumberofusergroupsinashortperiodoftime,butalsolettheaudiencegetatimelyuseexperience.Ontheotherhand,becauseofthelowthreshold,thequalificationrequirementsofcontentpublisherscanalmostbeignored,andtheregulatoryauditofspreadingcontentisfacedwithahugechallenge.2.2.2InadequateSupervisionandInfringementsTikTok’ssimplicityandconvenienceareeasilyinfringed,andanypictureorvideocanbeusedtomakeTikTok.Forexample,onetypeofinfringementistheemotionalvideo,wherethepersonfilmingthevideowillsaysomeemotionalsentencesandwords,andthenmakethevideoanduploadit.Inordertoexpandtheirpopularityandaddpowdertothemselves,somepeopleplagiarizetheoriginalauthor’scopywritingandcreativity.Usually,userswillliketoimitatepopularvideos,Asaresult,theaudiencecannotfindthesourceofthevideofromwhichcreator,divertingthetrafficoftheoriginalauthor.Therefore,theoriginalauthor’screativerightsareinfringed.Alargeamountofthesamekindofinformationisspreadbydifferentusers,whichwillaffecttheaccuracyoftheinformation.Suchinformationwillbesuspectedbyusers,andevengraduallycontradictsuchinformation.UsersofTikTokcanalsocommentonothers’workandsendprivatemessagestoeachother.Althoughfeaturessuchassendingprivateletters,respondingtocomments,andsoon,bringconveniencetousers.Buttosomeextent,italsodivulgesthepersonalinformationoftheuser.Byopeningauser’sprofilepicture,theaudiencecanenterthehomepageandviewtheuser’spersonalinformation,suchasage,personalsignature,location,school,etc.Theaudiencecanalsoviewtheuser’sotherworksatwill.Visitorscaneasilyviewthecommentsmadebyotherstotheuserandtheworksthattheuserhaspraised,whichviolatestheuser’sprivacytosomeextent.2.2.3SeriousPan-entertainmentAtthesametime,TikTokhasloweredthethresholdofvideoproduction.Firstofall,eachvideoisonly15secondslong.Insuchashorttime,aslongasthereareoneortwohighlights,youcancatchtheeyeoftheviewer;secondly,TikTokprovidesuserswithrhythmicmusictemplatesandcorrespondinglinedesign,andbyoptimizingtheshootingtechnology,addingfiltereffects,etc.,tomakethevideoshootingprocesseasierandmoreinteresting.Inaddition,Jitterbughasalsolaunchedvarious“challenges”ontheplatform,constantlyexploringyoungpeople’sfavoritewaystoplayandencouraginguserstomakemorevideosunderthesametopic,whichhasalsodrivenanumberofuserstoparticipateand“watch”,andthereisevenaphenomenonthatalargenumberofusersareaddictedtoTikTok.TikTok’s“challenge”gamecancertainlyinspireuserstoquicklyproducealargeamountofvideomaterial,butitalsoallowsshortvideostostreamintostereotypicalremakesandcopying.Countless“seaweeddance”and“socialstep”arerepeatedlyimitatedincities,villages,streets,alleysandfamilyrooms.Atthesametime,theloweringoftheproductionthresholdmayalsoleadtounevenqualityofvideocontent.2.3OpportunitiesIfTikTokwantstodoe-commerce,itmustbeabrand.Brandiswordofmouth,imageandstickiness.WhyisitdifficultforPinduoduo,Kuaishouandothere-commercebusinessestoreplaceAli?JustbecauseTmallissoattractivetobrandmerchants.Infact,thisproblemTikTokorKuaiShoualso,haslongfoundthisproblem.Therefore,inthefaceoframpantfakeproductsandpoorreputationontheplatform,TikTokhasbeenvigorouslysupportingbrandself-broadcastinrecentyears.However,nomatterLiNing,Xiaomi,orXiaopeng,Ideal,thebrandsyouseenowaretheminority.Therearehundredsofthousandsofbrandsthatdon’tsettleinTikTokyet!ThisalsomeansthatthequalityneedsofalargenumberofTikToke-commerceusershavenotbeenmet.Moreimportantly,youcanopenflagshipstores,specialstores,andfranchisestoresinTikTok.Evenifyouaretheagentofabrandinthecounty,youcandoshortvideosandlivebroadcasts.Fastdissemination,lowproductioncosts,andhighinteractivityarethecharacteristicsoftheTikTokshortvideoplatform,whichiscurrentlythemostpopularmarketingmethod.Variouscompaniespromotingtheirbrandsandsellingrelatedproductsarechoosingtheshortvideoplatformintothemarketing.2.4Threats2.4.1NumerousShortVideosoftheSameTypeAtpresent,therearemanyshortvideosoftwareonthenetwork,suchasKuaiShou,Bilibili,Weishi,etc.Theshortvideomarketishighlycompetitive,andTikTokneedstofinditsownpositionamongmanyrivals.2.4.2BusinessModelInfluencedandLimitedbyThirdPartiesTofurtherprotecttherightsofconsumers,theplatformwillstrengthenthecontroloflivegoods.Accordingtothesourceofthecommoditylink,partoftheproductswillbecontrolledbythestore,whiletheotherpartwillbecontrolledbythethird-partyplatform.Ifthesourceofthegoodsisasmallstore,thelinkofthegoodshanginginyourlivestreamwillnotbeaffected.Ifthesourceofgoodsisathird-partyplatform,thefollowingadjustmentswillbeinvolved:SinceSeptember6,2020,third-partyplatformmerchandiselinkscanonlyenteryourliveshoppingcartaftertherelevantmerchantsendsyouataskorderthroughGiantStarChart.GiantStarChartplatformisaone-stopserviceplatformbasedoncreators’ecology.Inordertoprotectyourcooperationincome,GiantStarChartTikTokliveordersaresettothesettlementmethodof“orderbaseprice+commissionforgoodssold”.AsofOctober9,2020,itemsfromthird-partysourceswillnolongerbesupportedintheliveshoppingcart.InlateMay2019,theStateInternetInformationOfficelaunchedananti-addictionsystemforteenagersinordertoprotecttheirphysicalandmentalhealth.Italsosetupmorevideosthatarebeneficialtothephysicalandmentalhealthofyouth,andsetupdifferentvideoplaybackperiodsaccordingtotheaudiencetoreduceunnecessarydisputesarisingfromvideoplayback.TheyouthwhoarerestrictedorthepeoplewhoaredissatisfiedwiththenewmodeloftheplatformpartywillleaveTikTokasaresult,leadingtothelossofalargenumberofusers.ChapterThreeMarketingStrategiesofTikTokShortVideoPlatformThischaptermainlyintroducesthemarketingstrategyofTikTokshortvideoplatform.Thissectionanalyzesitsproductstrategy,pricestrategy,placestrategy,andpromotionstrategy.3.1ProductStrategy3.1.1AccurateProductPositioningofYoungGroupsTikTokhasbeenoptimizedandpreciselypositionedsinceitslaunch,eventuallytargetingthefirstandsecond-tieryounggroupsfullofcreativityandvitality.AlthoughthesoftwareTikTokisnowuniversal,themainpositioningisstillveryclear.ManyInternetcelebritiesliveonTikTokplatform,suchasLiJiaqi,afamousbeautyblogger,whosefansinhisstudioaremostlyyoungwomen.Therearealsosomebloggerswhouselivestreamingtosellclothes,allofwhichareyoungandfashionablefashionclothes.Thisgroupislivinginafast-paced,high-efficiency,high-stressenvironment.Inordertorelievethepressureoflife,manypeoplechoosetospendtheirfragmentedleisuretimeonshortvideoplatforms.Itcannotonlyprovidealittlerelieffromthehighpressureoflife,butalsokillthetimeoffragmentationthatisdifficulttoformplates.Atthesametime,TikTokpushestheuser’sfavoritecontenttohimthroughbigdata.Userswillnaturallybuysomethingtheywant.3.1.2LiveEventPlanningandProductSelectionAtpresent,Internetusergrowthinourcountryhasenteredmaturestage.Whileoverallusergrowthhasslowed,usersofshortvideolivestreamingplatformshavemaintainedrapidgrowth.Accuratepreparationplansshouldbemadetocarryoutlivebroadcastingactivities,suchaslivebroadcastingthroughInternetcelebrityanchorsorcelebrities.TikTokplatformreachesconsumersthroughlivestreamingandincreasetrafficquickly.Inthisway,theadvantagesoflivestreamingsalesmodeandtraditionalmarketingmodeinthetransformationofcommodityaudiencesaretested.TikTokplatformpromotesthecompanyinthelivedeliverymodeofin-depthminingthroughthepromotionofcommoditysales.Itisalsonecessarytosetupanattractivethemeforthelivebroadcast,suchasbrand+product+sellingpoint+price/discountintheformofnamingtheactivitytheme.Usuallyaboutaweekbeforethestartofthelivebroadcast,theliveoperatorwillbeontheplatforminadvanceofthepublicitywarm-up.Forexample,itcanpreviewlivetimeandliveactivitiesinacertainvideoofthelivestreamingaccount.Itwasthendistributedonlinetoinformoldcustomersandattractnewones.3.2PriceStrategy3.2.1CompetitiveProductComparisonWecancomparethepricesofsimilarproductsbylookingatothermerchantsontheTikTokplatformandmerchantsonotherplatforms.Thepurposeistohighlightthepriceadvantageoftheproductinthewholenetwork.3.2.2StepPricingAccordingtothecharacteristicsoftheindustryandthebrandpricerange,differentmodelsofproductsforladderpricing,suchasbelow100yuan,100-200yuan,200-300yuan,300abovethedifferentpricerange,therearethemainproductscanundertakedifferentconsumerdemand.3.2.3OutstandingCostPerformanceRatioBycomparingthepricewiththeofflineregularproducts,itreflectsthecost-effectiveadvantageofthemainrecommendationofTikTokbroadcastroom,whichisusedtostimulateuserstobuyproducts.SuchasBosidengdownjacket,theregularpriceis1500yuan.Thesalespriceofthebroadcastroomcanbesetat500-1400yuan.Itcansellregularmodelstogiveyouanonlinepriceadvantage.3.3PlaceStrategy3.3.1CreatingTopicstoSpreadBeforevideosarereleased,theyneedtosetcertaintagsandtopicsinordertogetmoreaccuraterecommendationsfrompeople.However,inthetitleandcover,thecreatorisfreetosetthetopicandcopytocauseuserstodiscuss,retweetandinteract.ThismarketingmethodissomewhatsimilartoWeChatandotherselfmediamarketingmethods,whichrequirehigherrequirementsontopicselectionandcopywriting,sothatthetopiccancauseuserstothink,discussandshare,andeventuallyachievefission.However,thereisonecaveatforcreators.Intheguidanceandselectionoftopics,thecreatorshouldnotcauseanegativeimpactonsociety.Otherwise,themarketingeffectmaybackfire.3.3.2PlacementofCreativeAdvertisingInmostfields,theinventionofcreativityisthecorecompetitiveness,andinthefieldofadvertisingthecreativityofadvertisingisemphasized.Inshortvideoadvertisementcontentcreation,TikTokisagoodplatformtostimulateusers’creativity,andshouldpaymoreattentiontoandemphasizethecreativityofworks.ItissuggestedthatTikTokshortvideoplatformfurthergathersyoungcreativegroupsandstimulatestheircreativity,suchasgatheringyounggroups,unitingmajoruniversitiesandbrandenterprises,holdingrelevantshortvideocreativeadcreationcompetitionstofurtherbringintoplaygroupcreativity,promotingwhileshapingthedifferentiationofadcontentandbreakingthehomogeneityofshortvideoadcontent.Thediversifiedneedsofusersrequiredifferentiateddevelopmentwithinthem.3.4PromotionStrategy3.4.1EffectofTrafficStarFromtheepidemicin2020,“livewithgoods”hasbecomeanationalbuzzword.In2020,asalivestreamwithshortvideos,millionsofpeoplewillpayattentiontoit.Moreandmorestarshaveenteredthestudio,suchasLiuTao,OuyangNana,ChenHe,etc.OnMay14,2020,LiuTao’sfirstlivestreamwaswatchedbymorethan21millionpeopleandthetotaltransactionvolumeexceeded148million.OnMay16,2020,ChenHemadehisfirstlivedelivery,withsalesreaching81.229millioninfourhours.OnMay17,2020,WangHanmadehisfirstlivedelivery,withsalesreaching156millionyuan.Thisstringofbrightfiguresmakespeoplelamentthevalueofstartraffic.Star-endorsedadvertisementsattractconsumers’eyeballs,andstar-endorsedadvertisementsdirectlyorindirectlyinfluenceconsumers’psychologyandconsumptionbehavior,whichproducestheso-calledstareffect.Inadditiontomicroblogging,manystarshaveopenedupthe“secondspring”oftheiradvertisingcareersinTikTok.Forexample,WangZulan,whousesthepersonaofalovinghusbandandwifetoshootvideos,oftentakessomeskincareadsandmakesmoneythroughshortvideoswithgoods.Becauseofitsowntraffic,youngpeoplegathermore.SomanycelebritiesbasicallyuseTikTooasapromotionalplatform,likeLouisKoo.Hisfirstvideoistopromotethenewmovie“martialartsmonster”,andsomelatervideosbegantosharethedynamicsoftheset,butalsoindisguisetopromotethefilm.Withthestarsjoiningthelivestreamingbeltgoods,thewholelivestreamingindustrybecomesmorecrazy.Forindividualstars,theyhavefoundanewwaytocashin.Ofcourse,therearesomepublicwelfare,somepureprofit,someauxiliary,andsomeontheirown.Nomatterwhichoneitis,itshowsthesuperbabilityofstarstobringingoods.Starsandnetstarsbringtheirownfanbaseandunlimitedtraffic,whichcandirectlybringgreatersocialinfluenceandattention,whichcannotonlyestablishthebrandimage,butalsostrengthentheaudience’sperception,andlargelyenhancetheaudience’sgoodwillandloyaltytotheproduct.3.4.2Multi-partyAlliancetoCreateaQualityContentEnvironmentWiththegradualexpansionofTikTokAPPinthemarket,influenceisnotlimitedtocelebritiesandotherInternetcelebrities.MultipleforcesbegantoslowlyentertheTikTokplatform,becominganewchoiceforofficialinteractionwithusers.Forexample,manycompanieshaveseenthepowerfulcommunicationeffectofTikTokandhavestartedtostationinTikTok,creatinganofficialTikTokaccount,whichhasbecomeanessentialpartofbrandcommunication.TheofficialoperationofmanyenterprisesonTikToknotonlyprovidesmoreprofessionalandhigh-qualitycontentfortheTikTokplatform,butalsocontributestotheconstructionoftheenterprisesownbrand,deepenstheinteractionbetweentheenterpriseandtheuser,andcreatesanewandmorevaluablewayof“TikTokmarketing”withthepowerfulflowofTikTok.Inaddition,manylocalgovernmentsareusingTikTokmarketingasaqualityplatformtoattractforeigntouristsandpromoteregionaltourismdevelopment.Beforethetraditionaltourismhasbeensystematicallypublicized,non-localresidentsandevensomelocalresidentshaveonlyageneralunderstandingofthescenicspotsinthisarea.Thetripisasymbolictime-out.Thetripisjusttoseeafewrepresentativesites.Visitorshaveseenthescenerybeforemovingontothenextspot.Thiskindofcursorytourismmakeshistoricalscenicspotswithprofoundculturalbackgroundonlystayatasuperficiallevelinpeople’smind.Touristsknowlittleabouttheculturebehinditandignorethehumanisticspiritthatshouldbepaidattentionto.AndmanyhumanisticcitieswithalongculturalhistorysuchasXi’anandJinanhavesuccessfullysetupofficialtourismaccountsontheTikTokplatform,usingthepowerofprofessionalteamstomakesmallvideosofuniqueandinterestingcustomsandsnacksoflocalattractionswithfolkloriccharacteristics,attractingtheattentionofthousandsofpeopleinashortperiodoftime,pushingthecitytotheechelonofInternetcelebritycities,andeventakingthisopportunitytoachieveurbantransformationandIthasincreaseditsopennesstotheoutsideworld,attractedmanyforeigntourists,betterspreadthecity’scultureandstrengthenedtheinfluenceoflocaltourisminthecountry.Inthepast,itwasthegovernment’sjobtopromotethecity’sculture,butnowadays,everyonecanbeagoodmediumtopromotethecityintheshortvideoera.ChapterFourTheCurrentProblemsandMarketingStrategyOptimizationSuggestionsofTikTokShortVideoPlatformMarketingTikTokshortvideoplatformisfacingmoreandmoreseriouschallenges,soitneedstograsptheopportunitytocombineitsownadvantagestocontinuouslyimproveandclarifyitsownmarketingdirectiontopromotethebetterdevelopmentofTikTokshortvideoplatform.ThischaptermainlydiscussestheproblemsandsuggestionsofTikTokshortvideoplatformmarketing.4.1ExistingProblems4.1.1LackofExclusiveActivitiesIn2020,thesecondyearofTikTok’sparticipationintheDoubleEleventhE-commerceFestival,TikTokdividedtheeventintotwoparts:the“NationalFanFestival”andthe“SuperFanFestival”,andinvestedalotoftrafficsupporttohelpmerchantsandKOLsmeettheannuale-commercepromotion.TheDoubleElevenshoppingfestivalisthepeakoftheyear’stransactionsofmajore-commercecompanies,andfromtheoveralllive-streamingdata,TikTok’slive-streamingsalesareontherise.Asanannuale-commercefestival,TikTok’slivestreaminge-commercetransactionshaveincreasedcomparedtodailytransactions,butitscompetitivenessisfarlessthanthatofheade-commerceplatformssuchasTaobao,JingdongandVipshop.OfficialdatashowedthatAlibaba’sTmalltransactionvolumereached498.2billionyuanonNov11,2020.Atotalof271.5billionyuanwastransactedonJingdongMall.TikTokhasmade18.7billionyuanintotal.Inthefirsthalfof2020,themonthlyturnoveronTaobaowas820million.J’sis420millionyuanandTikTok’sis470millionyuan.TikTok’smonthlyactivityhassurpassedJingdong’s,buttheresultsofNovember11thshowthatTikTokMall’ssalescapacityisnotasgoodastraditionale-commerceplatforms,andthenumberofactiveusersabovetheindustrydoesnotbringsignifica