TikTok has spread short video culture to the whole world, with nearly 1.5 billion monthly users. Especially in Southeast Asia, TikTok has almost become a “national App”.
According to the report, from January to June, 2023, 42% of the streaming video viewing time in Southeast Asia came from TikTok, an increase of 7% year-on-year. TikTok’s total viewing volume in Southeast Asia has exceeded one trillion, which has affected the growth of local long video users and become the main traffic source.
Similar to China, TikTok also adopts the content e-commerce model overseas, obtains continuous traffic through UGC content, and then realizes it through short videos and live broadcasts. According to recent data, TikTok Shop has become the second largest e-commerce platform in Vietnam, with a revenue market share of 16.3 trillion VND, second only to Shopee.
In the process of realizing traffic, creators (anchors) play a key role. Head anchors like Li Jiaqi and Simba in China can play a demonstration role and encourage more people to join the field of live delivery. Therefore, TikTok has been looking for an “overseas version of Li Jiaqi” overseas.
The first online celebrity in Thailand, Pimrypie, is also called “Sister P” or “Sister Chili”. She is not only online celebrity, but also a social activist, speaking for ordinary people, helping those in need, buying artificial limbs, installing solar panels, and even buying cold drinks for ordinary workers.
She started with Facebook and later moved to TikTok. She has been a “online celebrity” for more than ten years, during which she actively participated in social topics and activities and accumulated extensive influence.
In addition to online celebrity’s identity, Sister P is also a Youtube eater and online singer. With the rise of live delivery in Thailand, she became the anchor of head delivery, known as “Li Jiaqi of Thailand”.
Sister P’s wild and unrestrained personality attracted many fans, and she also showed the same characteristics in the live broadcast of e-commerce. Thai people like Sister P not only because of her striking social image, but also because of her free and unrestrained personality.
Similar to Li Jiaqi and Simba in China, Sister P can also reduce the price in the supply chain. For example, in the 2022 Century Cup football match in Thailand, she sold tickets in the live broadcast at a price of 4000-5000 baht, which was lower than the original price, causing controversy.
In the network culture of Thailand, it is not uncommon for online celebrity with social influence like Sister P, who can bring their own popularity and commercialize their influence.
Although overall, TikTok Shop’s sales are not as good as those in China, at least it has made progress in training overseas users to participate in live shopping. According to a report last year, four-thirds of the 14,000 respondents said that social media had influenced their shopping behavior. 65% people will be influenced by the recommendation to buy, and 61% people will buy products that they accidentally find during browsing.
To sum up, online celebrity’s economy is also influential abroad, and it is only a matter of time before a head anchor similar to “Li Jiaqi” appears.
Post time: Aug-25-2023