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Although TikTok's ban in Indonesia last year caused a stir, it also caught many TikTok Indonesian merchants off guard.
But fortunately, on December 12, the Indonesian TikTok Shop business has resumed.
Later, it was reported that in order to re-enter the Indonesian market, TikTok spent a huge amount of money 8The US$400 million merger with Tokopedia continued to expand the Indonesian e-commerce market as PT Tokopedia, which made countless merchants breathe a sigh of relief.
However, just when the outside world thought that this turmoil was over, recently, Teten Masduki, Indonesia's Minister of Small and Medium Enterprises and Cooperatives, claimed to the outside worldTikTok Shop is still in violation of the rules in Indonesia.
The controversy is still the question of how social networking and e-commerce "coexist".
At present, Masduki did not disclose the next processing strategy and the approximate time rhythm, but said that it is discussing with the relevant authorities.
As soon as the news came out, I don't know if TikTok will regret its decision to spend a lot of money to merge with Tokopedia, but I think there is a high probability that it will not.
Indonesia has a large population, is the largest economy in Southeast Asia, and has the largest number of Internet users。According to data provided by Statista, the number of TikTok users in Indonesia will reach 92 million in 2023, accounting for 33 percent of Indonesia's total population8%。It is expected that by 2025, the number of TikTok users in Indonesia will reach 1200 million
Such a large number of users and rapid growth rate represent a huge market potential. Moreover, with the development of e-commerce and social networking, social media advertising and advertising have become the fastest-growing types of advertising.
So no matter what the price is, as long as the end result is that the benefits outweigh the disadvantages, TikTok will not let go of this big cake.
Speaking of the Indonesian market, according to TikTok's official data, the average age of TikTok users in Indonesia is 24 years old, and 60% of them are under the age of 30.
This proves that Indonesian TikTok users have high spending power and activity, and are also highly receptive to emerging things and trendy culture, which is a suitable customer group for cross-border merchants to acquire. So for cross-border merchants,Indonesia can be said to be the most ideal market for the whole of Southeast Asia.
In Indonesia, consumers can be divided into three categories: "Gen Z", an online natives with potential; "Millennials", mature e-commerce shoppers with diverse needs; Conservative "Gen X+" who pursues stability and health.
Although the three have different concepts of e-commerce consumption, according to research, all three types of consumers are equally rightSensitive, and has a high degree of recognition and loyalty for local products and brands, so for overseas brandsOverseas brand localizationis the key.
In the overall industry in Indonesia, there are currently several industries that are hot trends in cross-border going overseas, and it is easier to achieve good marketing results under the role of social media marketing.
games
There is data that shows that 83% of Indonesians are committed gamers with a love for gaming that spans age, gender, and region. 23% of Indonesians have paid for mobile games in the past month.
Niko estimates that Indonesia's gaming market will exceed US$1.5 billion by 2027 and will grow faster than neighboring Malaysia and Singapore, as well as mature markets such as Japan and South Korea.
Therefore, the game going overseas can be said to be a hot topic in the current Indonesian market, but there is one thing to pay attention to, that is, the localization of the language.
E-commerce
Needless to say, the demand for e-commerce, TikTok vigorously explores the Indonesian market, which is to fancy its e-commerce market development.
According to statistics, fashion, beauty and food are the most sold categories in 2023, which also shows the mainstream trends in the Indonesian market. However, with the development of the social e-commerce market, the proportion of other fields has also increased.
Make-up
Indonesia is one of the largest cosmetics and skincare markets in Asia, and personal care products are at the heart of the beauty industry.
According to TikTok research, the mainstream concept of beauty in Indonesia is slowly changingThe focus on diversity and nature** is growingand, at the same time, alsoPreference is given to cosmetics that conform to the lifestyle of Islamic culture
In this regard, brands that make beauty products to go overseas to Indonesia need to pay special attention.
3C electrons
3C electronics has always been a popular industry for cross-border going overseas, and Indonesians are willing to spend money on emerging technologies and electronic products, so in the future, its industry attractiveness will not change much.
In addition to this, festival nodes are also the focus of TikTok marketing in Indonesia. Especially the recent Ramadan, which is the most important festival in Indonesia, during the Ramadan period, the sales of various platforms will increase significantly, and it is a marketing node that cannot be ignored by enterprises going overseas to the Indonesian market.
It is expected that in the next few years, the Indonesian market of TikTok will continue to maintain rapid growth, providing a broader development space for cross-border merchants. Merchants need to actively embrace opportunities and continuously innovate marketing models to better meet the needs of Indonesian users to achieve greater business success.
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