{"id":493,"date":"2023-08-03T08:11:00","date_gmt":"2023-08-03T07:11:00","guid":{"rendered":"https:\/\/stickler.live\/?p=493"},"modified":"2023-11-29T06:55:52","modified_gmt":"2023-11-29T06:55:52","slug":"aproveitando-a-proxima-onda-tiktok-live-commerce","status":"publish","type":"post","link":"https:\/\/stickler.live\/br\/2023\/08\/03\/riding-the-next-wave-tiktok-live-commerce\/","title":{"rendered":"Aproveitando a pr\u00f3xima onda: Com\u00e9rcio ao vivo no TikTok"},"content":{"rendered":"<div class=\"wp-block-post-time-to-read\">5-7 minutos<\/div>\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-9m17s\"><br>Veja o caso da Domino's Pizza. Enfrentando um tr\u00e1gico esc\u00e2ndalo de seguran\u00e7a por causa de sua garantia de entrega em 30 minutos, uma receita de baixa qualidade com meio s\u00e9culo de idade e uma d\u00edvida de quase $1 bilh\u00e3o em 2004, a empresa que conhecemos hoje deu a volta por cima a partir de 2008, aproveitando a tecnologia nascente da \u00e9poca para obter uma vantagem injusta e um dom\u00ednio virtual no mercado de entrega de pizzas dos EUA. Desde 2017, ela det\u00e9m a maior participa\u00e7\u00e3o em termos de vendas.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-9gk6o\">A Domino's j\u00e1 fazia pedidos on-line antes de o Uber Eats ser um lampejo nos olhos de seu fundador. Ela introduziu seu \u201crastreador de pizza\u201d baseado na Web bem antes de qualquer outra pessoa roubar a ideia, e estava fazendo entregas muito melhor do que o Grubhub, que foi fundado 10 anos antes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-4mnsn\">No mundo da Web 2.0, definido como a onda social ou gerada pelo usu\u00e1rio da Internet, outras empresas aproveitaram uma vantagem no estilo da Domino's em suas pr\u00f3prias \u00e1reas.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-cfv83\">A Nike chegou relativamente tarde ao jogo, mas assumiu o controle do mercado de fitness digital em 2006, com sua plataforma digital Nike+, parceria com a Apple no Nike iPod e sua nova tecnologia vest\u00edvel. A parceria com o iPod da Apple e um dispositivo vest\u00edvel engra\u00e7ado que voc\u00ea colocava na sola do sapato era desajeitada, mas incrivelmente eficaz. Ela se conectou com os consumidores, ofereceu programas de treinamento personalizados e monitoramento de desempenho e, o mais importante, criou uma comunidade de entusiastas do condicionamento f\u00edsico. A Nike se tornou o gigante do espa\u00e7o digital de condicionamento f\u00edsico.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-5pp1j\">A Ford reconheceu o potencial da m\u00eddia social logo no in\u00edcio e se envolveu ativamente com os clientes por meio de plataformas como Facebook e Twitter. A presen\u00e7a digital da Ford permitiu que a empresa ouvisse o feedback dos clientes, abordasse as preocupa\u00e7\u00f5es e criasse fidelidade \u00e0 marca participando ativamente das conversas on-line.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-43f9i\">No surgimento da pesquisa e da publicidade baseada em desempenho, a Dell e a American Express obtiveram um ROI extraordin\u00e1rio com base em seu investimento inicial de recursos na \u00e1rea, em grande parte devido a seus gastos hist\u00f3ricos e atividades orientadas pelo ROI em marketing direto. Nos primeiros dias, os termos de pesquisa eram baratos, havia pouca tens\u00e3o competitiva e isso proporcionou um enorme retorno para os primeiros usu\u00e1rios que abordaram o mercado antes que as massas chegassem.....<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-4j8r7\">E \u00e9 a\u00ed que est\u00e1 a chave...&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-9qqgu\">N\u00e3o se trata apenas de ser precoce em sua aposta digital. \u00c9 apostar certo e investir por tr\u00e1s dessa aposta. Se voc\u00ea vai tentar dominar um mercado nascente.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-960dt\">Onde vimos o Google emergir durante a onda de pesquisa, e o Facebook (e depois o Instagram) obliterar os que estavam \u00e0 sua frente na era social baseada em comunidades, o TikTok est\u00e1 tendo um momento muito importante nesse novo mundo algor\u00edtmico. Primeiramente dominando em termos de p\u00fablico e, depois, em minutos consumidos, ele veio do nada para se tornar o aplicativo preferido dos consumidores que adoram seu formato. 90% dos consumidores que usam o TikTok dizem \u201cIsso me faz feliz\u201d e \u201cEu nunca fico entediado\u201d - isso \u00e9 incrivelmente poderoso e \u00e9 uma \u00f3tima maneira de anunciar ao mundo \u201cSomos uma loja\u201d.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-6u8qg\">O TikTok, como uma plataforma relativamente nova, est\u00e1 chamando a aten\u00e7\u00e3o de uma forma que j\u00e1 faz com que seus rivais reclamem de sua vantagem injusta. Agora eles anunciaram que s\u00e3o, na verdade, uma loja, mais parecida com a Amazon e a Shopee do que com o Facebook, e est\u00e3o mudando completamente o que antes era visto como com\u00e9rcio ao vivo.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-5ub0t\"><strong>O com\u00e9rcio ao vivo \u00e9 a m\u00eddia emergente e n\u00e3o \u00e9 a pr\u00f3xima, mas sim a atual....&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-ci3jo\">O TikTok Live foi lan\u00e7ado recentemente no Reino Unido, ap\u00f3s o lan\u00e7amento no Sudeste Asi\u00e1tico no segundo semestre de 2022 e com um crescimento excepcional em 2023. Ele rapidamente saiu literalmente do nada para se tornar o que se prev\u00ea ser a segunda maior plataforma de com\u00e9rcio eletr\u00f4nico da regi\u00e3o em cerca de um ano, aproximando-se de $20 bilh\u00f5es de GMV e 30% CAGR por m\u00eas.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large pt__10 pb__10\"><img decoding=\"async\" src=\"https:\/\/stickler.live\/wp-content\/uploads\/2023\/11\/2575ca_32f1e0c07e9f4a928f1e82e6fb1fc3f0mv2-1024x768.jpeg\" alt=\"Demonstra\u00e7\u00e3o de produto de maquiagem em transmiss\u00e3o ao vivo na tela do smartphone\" class=\"wp-image-501\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-5ifqi\">Para aqueles que n\u00e3o conhecem esse espa\u00e7o, o Live Commerce \u00e9 exatamente o que parece: Voc\u00ea v\u00ea, voc\u00ea compra. Ao assistir a um streamer ao vivo divulgando um produto, voc\u00ea simplesmente clica dentro desse ambiente de v\u00eddeo ao vivo para comprar o que o streamer est\u00e1 vendendo na plataforma em que voc\u00ea assiste ao v\u00eddeo. Voc\u00ea nunca sai da transmiss\u00e3o. \u00c9 uma maneira altamente eficaz de vender - at\u00e9 9 vezes melhor do que os modelos tradicionais \u201cassista aqui, clique e compre fora da transmiss\u00e3o\/aplicativo\u201d que, at\u00e9 recentemente, serviam como a quase vers\u00e3o do com\u00e9rcio ao vivo visto fora da China.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-6coam\">Se voc\u00ea est\u00e1 se perguntando se os n\u00fameros do Sudeste Asi\u00e1tico s\u00e3o um acaso, eles n\u00e3o s\u00e3o. O com\u00e9rcio ao vivo gerou $490 bilh\u00f5es em receita para os vendedores na China em 2022, e a previs\u00e3o \u00e9 que esse valor chegue a $704 bilh\u00f5es na China at\u00e9 o final deste ano. <br><br><strong>Globalmente, todos, exceto a China, est\u00e3o tentando recuperar o atraso nesse canal. No Sudeste Asi\u00e1tico, especialmente na Indon\u00e9sia e no Vietn\u00e3, o TikTok est\u00e1 provando que n\u00e3o se trata de um \u201cfen\u00f4meno da China\u201d. Outros sucessos s\u00e3o mais de nicho, seja em termos de participantes locais por mercado, como a Rakuten no Jap\u00e3o e a Trendyol na Turquia, ou de nicho em termos de alvo e usu\u00e1rios, como a WhatNot nos EUA.<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-fd5bc\">Embora ainda seja um nicho internacional, os n\u00fameros impressionantes da China e do Sudeste Asi\u00e1tico fazem com que as plataformas globais corram para adicionar o com\u00e9rcio social e ao vivo \u00e0s suas plataformas para enfrentar a amea\u00e7a do TikTok da Bytedance. Vale a pena observar que o Meta tentou fazer isso antes e n\u00e3o conseguiu. Isso n\u00e3o aconteceu porque o p\u00fablico ocidental n\u00e3o estava pronto para o Live Commerce, mas porque eles fizeram uma vers\u00e3o horr\u00edvel da funcionalidade do Live Commerce...<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-a00kg\">Espere muito mais lobby em Washington para combater o TikTok, o duop\u00f3lio \u201camig\u00e1vel\u201d, por\u00e9m dominante, que est\u00e1 por tr\u00e1s de grande parte do sentimento anti-China defendido pela ByteDance e sua propriedade. Ser\u00e1 apenas uma quest\u00e3o de tempo at\u00e9 que recebamos spam para comprar e vender por meio de quaisquer fun\u00e7\u00f5es de com\u00e9rcio ao vivo que eles incorporem \u00e0s plataformas ocidentais.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-9dtpg\">Se voc\u00ea ainda n\u00e3o est\u00e1 convencido de que estamos em um desses pontos de inflex\u00e3o de vantagem injusta, considere que os maiores varejistas on-line, off-line e de tijolo e argamassa do mundo - Amazon, Walmart e Target - lan\u00e7aram (ou relan\u00e7aram novas...) solu\u00e7\u00f5es de com\u00e9rcio ao vivo em 2023. O Alibaba tamb\u00e9m acabou de investir uma nova inje\u00e7\u00e3o de $845 milh\u00f5es na Lazada para combater a concorr\u00eancia do TikTok, tentando evitar se tornar a plataforma n\u00famero 3 no SEA. O YouTube e a Shopify est\u00e3o entrando em campo com solu\u00e7\u00f5es de com\u00e9rcio ao vivo.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-6tmj\">Portanto, se a pergunta agora \u00e9: \u201cComo desenvolver\/inspirar\/crescer\/criar uma vantagem competitiva, acima da acelera\u00e7\u00e3o do mercado, em rela\u00e7\u00e3o ao conjunto de concorrentes?\u201d, a resposta \u00e9: \u201cSeja excelente no TikTok Live e prepare-se para mais plataformas que permitam \u00e0s marcas uma experi\u00eancia \u201cdireta ao consumidor\u201d. Imagine se voc\u00ea tivesse tido a oportunidade de se tornar excelente em SEM e SEO no Altavista, Looksmart e Overture antes de o Yahoo e o Google lan\u00e7arem\/adquirirem suas ofertas de pesquisa paga... Na Stickler, estamos trabalhando com algumas das maiores marcas do mundo para oferecer resultados excepcionais por meio desse canal e estamos no epicentro dessa mudan\u00e7a. N\u00e3o fazemos nada al\u00e9m de Live Commerce.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"viewer-389gt\">Se precisar de ajuda para come\u00e7ar sua estrat\u00e9gia ao vivo, entre em contato conosco ou envie-nos um e-mail e diga ol\u00e1 (mailto:hello@stickler.live). Gostar\u00edamos muito de ouvir sua opini\u00e3o!<br><\/p>","protected":false},"excerpt":{"rendered":"<p>Take Domino\u2019s Pizza. Saddled with a tragic safety scandal from its 30-minute delivery guarantee, a half-century-old crappy recipe, and nearly $1 billion in debt in 2004, the company we know today staged its turnaround from 2008, harnessing the nascent technology of the time to grasp an unfair advantage and virtual stranglehold on the U.S. pizza [&hellip;]<\/p>\n","protected":false},"author":241416937,"featured_media":499,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_wpcom_ai_launchpad_first_post":false,"footnotes":""},"categories":[1375,1376],"tags":[],"class_list":["post-493","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-live-commerce","category-tiktok"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.3 (Yoast SEO v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Riding the Next Wave: TikTok Live Commerce - STICKLER<\/title>\n<meta name=\"description\" content=\"Learn how leading brands seized advantage through early digital innovation. 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