CONFIDENTIAL & PROPRIETARY

Shoppertainment:
Where Entertainment meets Commerce

Vietnam
Feb 2022
 Chapter 1: About TikTok
TikTok as Entertainment and Shopping
Platform

CONFIDENTIAL & PROPRIETARY

Chapter 2: Shoppertainment
Contents How TikTok drives Shoppertainment

Chapter 3: Introducing TikTok Shop

Overview of TikTok Shop

Chapter 4: How to Join TikTok Shop

Detail information on TikTok shop for brands/
merchants, creators and agency partners.

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 Chapter 1

CONFIDENTIAL & PROPRIETARY

About TikTok
TikTok is both Entertainment and
Commerce Platform

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Current State

There’s huge room for

growth in eCommerce

CONFIDENTIAL & PROPRIETARY

18%
Average growth in
Vietnam eCommerce
sales 2021 1

Source 1: emarketer, SEA Ecommerce 2020, May 2021

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 NOTE: 1:1 CLOSED-DOOR PRESENTATION; REMOVE on SHARING

TikTok

#1
most Users spend much longer average
downloaded session duration with TikTok than
app in the other platforms
world

Source: AppAnnie 2021

CONFIDENTIAL & PROPRIETARY 7
 The 8.2B View Phenomenon:

#TikTokMadeMeBuyIt

CONFIDENTIAL & PROPRIETARY

74% 66% 67%

Inspired me to find out Helped me Inspired me to shop

more about a brand or decide what to even when I wasn’t
product. buy. looking to.

Trust and hyper-relevance bring brands and consumers

together on a level playing field to drive discovery and action.

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Source: Marketing Sciences US holiday shopping behavior research, conducted by Walnut Unlimited, October 2020 (USA).
Today’s Opportunity

Connect on their terms:

This generation craves
entertainment before

CONFIDENTIAL & PROPRIETARY

purchase.

MAIN Then Now

FOCUS
Transact between Entertain people to
buyers and sellers drive desire and
nurture interest

‹#
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 Chapter 2

CONFIDENTIAL & PROPRIETARY

Shoppertainment
How Entertainment drives Shopping on TikTok
 Why TikTok?

CONFIDENTIAL & PROPRIETARY

TikTok brings entertainment
into commerce.
This is Shoppertainment.

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 Brands make it to
shopping carts
through joyful content,

CONFIDENTIAL & PROPRIETARY

not intrusive ads

44% 67%
of users want branded 67% of users agree that TikTok
content to be fun and content helped them get ideas
entertaining 1 about brands/products they
have never thought or heard of
before.. 2

Source:
1. TikTok Marketing Science Global Retail Path-To-Purchase Study conducted by Material, August 2021 11
2. TikTok commissioned study by Nielsen, APAC, June 2020
 The Full Shopping Journey Happens
Blazingly Fast on TikTok

CONFIDENTIAL & PROPRIETARY

“You can go through the whole
marketing funnel in one step on TikTok.”

- Lex Bradshaw-Zanger, CMO of L’Oréal U.K.

of TikTok users say they bought

54% something they saw on TikTok,
more than any other platform

Source: TikTok Marketing Science Global Authenticity Study (Indonesia results) 2021 conducted by Nielsen ‹#
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Traditional Model

The Linear Consumer Journey is now Disrupted.

CONFIDENTIAL & PROPRIETARY

Awareness Purchase

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 The Path to Purchase on TikTok is not Linear.
It’s an Infinite Loop.

CONFIDENTIAL & PROPRIETARY

Brand Community
Accelerates Amplifies

‹#
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 Chapter 3

CONFIDENTIAL & PROPRIETARY

TikTok Shop
TikTok commerce solution
See - browse - buy - pay - delivered
 CONFIDENTIAL & PROPRIETARY
One-Stop User Shopping Experience

Powered by TikTok’s unique content and discovery

system, our videos and livestreams make shopping
community-driven, relevant and fun.

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Uniqueness of TikTok Shop

CONFIDENTIAL & PROPRIETARY

◎
Expanding
🛒
Reduced
🛍
Branding & Selling in
Reach Shopping Friction one go

Riding on TikTok’s Direct link to the Videos drive both

Enormous and shopping icon from brand awareness and
Growing User Base short video/livestream sales at the same time

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 Immersive and native ways to encourage people to
browse and buy on TikTok

CONFIDENTIAL & PROPRIETARY

Organic formats
LIVE Shopping

Product Showcase

Video Shopping

Ad formats
LIVE Shopping Ads

Video Shopping Ads

Spark Ads with Ecommerce LIVE Shopping Product Showcase Video Shopping
Anchor Link 18
One-Stop Shopping Experience on TikTok

CONFIDENTIAL & PROPRIETARY

Shopping Bag Icon Product Display Page Selection Page

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 NOTES to Launcher: kindly suggest any local relevant cases to be inserted

LIVE Shopping
Immersive, Shoppable Moments

CONFIDENTIAL & PROPRIETARY

Organically connect with audience
and sell products at the same time.
Grow your audience while also
providing another way to showcase
your products and boost sales.

Akulaku Indonesia Livestream @natasha.surya Livestream

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 Chapter 4

CONFIDENTIAL & PROPRIETARY

Join TikTok Shop as
Brands/Merchants, Creators, Agency Partners
 CONFIDENTIAL & PROPRIETARY
TikTok Shop
Brands / Merchants
How to Join as a TikTok Shop Seller

CONFIDENTIAL & PROPRIETARY

Upload Congratulations!
Apply Receive Approval
Company/Personal You can Now Sell
Online* Notification
Materials on TikTok Shop

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*TikTok Shop Seller Sign Up | Indonesia
2 Key Success Factors to Run a TikTok Shop

1. Regular Operation 2. Activity

CONFIDENTIAL & PROPRIETARY

Merchant-led Live Platform-level Campaign

Creator Live Category Campaign

Short Video Brand IP

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Why Regular Livestream is Critical?

CONFIDENTIAL & PROPRIETARY

Long-term
investment
• Developing sales talent
• Creating weekly product selections
Commitment • Securing exclusive elements
to regular livestreams
Understanding
sales focus 1. Promotions/discounts
2. Free Shipping
3. Creative Exclusives

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 NOTE: CREATOR/MCN PART TO BE UPDATED.

CONFIDENTIAL & PROPRIETARY

TikTok Shop
Creators
TikTok Creator Ecommerce
Build trust between followers and brands

Creators connect Joyful and friendly interaction increase

CONFIDENTIAL & PROPRIETARY

brand affinity
brands to users,
and are the key to Entertain users which drive users to
shop
leverage trust in
community.

@kohcun @Riaricis
@shilvia_tan1688
11.11 GMV Increase +548% +522% +493%

11.11 Watch PV +1 >700k >800k >1M

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Boost Revenue - Mixed Brands Live
Massive reach with flexible arrangements

CONFIDENTIAL & PROPRIETARY

Leverage multiple - creators
strategically for maximum impact
1. Select 3 - 5 hero products
2. Select the matching creator
sessions
1. Talk about product key selling
points during these sessions
Celebrity Creative Teasing
live Asset videos

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 CREATORSUCCESS STORY IN INDONESIA

@kohcun Live Shopping

effectively drove urgency and

CONFIDENTIAL & PROPRIETARY

sales to featured products
● 2 livestreams on TikTok every
week
● One of the leading figures of 3C &
Digital Category
● Kalau Kohcun lagi Live...Semua
HP...Semua Gadget Jadi Murah!
● Featured the best gadgets with
one of the best deals and prices
across Indonesia

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 Getting Started TikTok Shop Creator

CONFIDENTIAL & PROPRIETARY

Step One
Register your TikTok account
To TikTok Creator Marketplace
for E-Commerve
Step Two
Complete your registration and fill
in the required documentation
needed and your content portfolio.
Step Three
Once TikTok reviews and
approves the information, you can
setup your profile and manage
your Affiliate and Brand
partnership.
Help Center Guide

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 CONFIDENTIAL & PROPRIETARY
TikTok Shop
Agency Partner (TSP)
 What is TSP

CONFIDENTIAL & PROPRIETARY

TikTok Shop Partners (TSPs) are service providers for TikTok Shop
sellers, helping them manage content creation, shoppable live
stream production and store operation.

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3 Types of TikTok Shop Partners

CONFIDENTIAL & PROPRIETARY

✓ TikTok Shop
✓ Content Management ✓ Store Management Management (Account
Management for Content and Store
Service)
✓ Short Video ✓ Fulfillment Service
✓ Short Video
✓ Live Stream ✓ Customer Service
✓ Live Stream
✓ Ads Management
✓ Fulfillment Service

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 Why to Join

CONFIDENTIAL & PROPRIETARY

Why黑的
Embracing livestreaming e-commerce, TikTok Shop
provides TSPs with huge potential to grow their
business.

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 Clients Resource Support
Have the opportunity to be recommended to suitable merchants
and brands
Official Support

CONFIDENTIAL & PROPRIETARY

Cultivating Empowerment Support
TikTok Shop Regularly carry out e-commerce operation training and talent
cultivation to help TSP grow rapidly

Partners
Incentive Policy Support
Opportunity to obtain various forms of incentive policies such as
cash and traffic*.

Customized Service Support

Outperforming TSP will get dedicated service support.

Notes:
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1. Outperforming TSP will get dedicated 1 to 1 service support.
2. *Detailed support policy is subject to the performance of TSP
 NOTES to Launcher: kindly suggest any local relevant cases to be inserted

TSP SUCCESS STORY IN INDONESIA

SMACK × JDID
Livestreaming GMV ranking #1 on

CONFIDENTIAL & PROPRIETARY

12.12 Big Day
● Effectively captured the first wave of traffic using discounts
of traffic-driving SKUs;
● Keen data analysis and insights to facilitate livestreaming
traffic conversion;
● Combined feature of popular and common products;
● Guided audiences to the order process to achieve an
increase in orders and sales;
● SMACK's proficiency in creator selection and livestream
tools preparation greatly contributed to its success

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Source: JDID Performance in 12.12 Mega Sale, TikTok Shopping Internal Data
Basic Requirement to Become TSPs

CONFIDENTIAL & PROPRIETARY

Live Streaming High-quality Account Management
Production Video Production (Test Account)

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 CONFIDENTIAL & PROPRIETARY
Thanks for Watching

Vietnam
Feb 2022