The second stop of TikTok e-commerce in Europe, why did you choose Spain, which is not too big?
A person close to TikTok revealed to the brand factory that TikTok e-commerce is preparing to enter the Spanish market.
The brand factory found on the recruitment homepage of TikTok’s official website that TikTok has released recruitment information for 12 positions including Spanish beauty category director, fashion category director, and logistics operations director, all of which are located in Madrid.
The responsibilities of the beauty and fashion brand executive position include, formulating long-term strategy and determining the future direction of the category; responsible for the profit and loss of the category; responsible for talent acquisition and development of the team; incubating brand leaders, distributors and merchants; driving GMV growth and Adoption of live and short video, etc.
In terms of job requirements, both beauty and fashion brand executives need to have more than 10 years of e-commerce business experience in related fields and more than 3 years of team management experience. It is also necessary to have a sales-oriented way of thinking, be familiar with content platforms such as TikTok, and have close ties with brands and distributors.
Previously, Jerry, who is engaged in TikTok-related business, told the brand factory that TikTok\’s strategy of developing new markets has changed. He plans to solve the problem of logistics and warehousing in the local area first, and then start to improve other infrastructure. In Europe and other markets, local construction may be required. warehouse.
This is confirmed by the job posting for \”Spanish Logistics Operations Supervisor\” released by TikTok, which requires overseeing logistics operations in Spain, including but not limited to import customs clearance, express delivery, fulfillment warehouse, reverse logistics and reverse warehouse, responsible for different logistics modes from payment End-to-end logistics performance to delivery, building key strategic relationships with key sellers, 3PLs and logistics providers.
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Spain is located at the junction of Europe and Africa, bordering Portugal in the west, France in the northeast, and Morocco in Africa across the Strait of Gibraltar in the south. It has an important strategic position. The unique geographical location provides it with many natural harbors and convenient navigation conditions. Madrid, the capital, has very convenient transportation and is one of the most complete and developed cities in the European transportation network.
Europe is a market that TikTok has been focusing on. Earlier, sources said that TikTok e-commerce may enter the German, French, Italian and Spanish markets as early as early next year. \”The specific market to enter first may still depend on whether the policy is friendly or not, and then consider the infrastructure conditions. At present, it is a strategy for stability. The market opened first may not be the largest, but it must be the most stable.\”
Spain is undoubtedly the European country with a more friendly policy environment. As early as February 2020, the Spanish Vox party announced that it had created an account on TikTok, and the Podemos party also created a TikTok account for posting information. As part of its strategic expansion in Europe, TikTok opened its first branch in Madrid in September 2020. In July 2021, Telefónica and TikTok reached a strategic partnership.
More importantly, the number of TikTok users in Spain is growing rapidly. It is estimated that TikTok has acquired nearly 20 million users in Spain in 2022 (Spain’s population is 47.398 million according to statistics in January 2021), second only to Instagram and Facebook, and this number is about 8.8 million in 2020.
Michael, who is familiar with the Spanish market, said: \”Spanish users naturally like the form of live broadcast. The creators on TikTok are very rich, and they are willing to live broadcast to express themselves without guiding them. Even if there is no live broadcast, the number of broadcasts and users The length of stay data is good.”
According to research by The Social Media Family, 59.29 percent of TikTok users in Spain are female, 41.44 percent are between the ages of 18 and 24, and two-thirds are under 35. More than 80% of users are interested in \”News and Entertainment\”, \”Apparel and Accessories\” and \”Beauty and Personal Care\”.
Spain\’s economic aggregate ranks fourth in the EU, and the e-commerce market size is close to 58 billion euros. RetailX data shows that the Internet penetration rate in Spain is 93%, and the proportion of online shopping among netizens is 68%. Wang Tao, the regional general manager of AliExpress, once said that in 2021, Spain will become the third largest market for AliExpress in the world.
Talking about the preferences of Spanish consumers, Jerry pointed out that Spaniards like discounts and giveaways. For example, in the domestic activities of shooting 1 shot 10, buying formal clothes and sending samples, Spaniards are very fond of this set, and they prefer to have professional anchors, such as the brand\’s cabinet sister, to explain the characteristics of the product.
In addition, Spanish consumers not only expect free shipping, but also have high requirements for logistics. Amazon can even provide 3-day delivery services.
As the second most spoken language in the world, about 437 million people around the world speak Spanish as their mother tongue, second only to Chinese. Spanish is widely used in Latin America except Brazil, Haiti and other places, especially Mexico, the second largest e-commerce market in Latin America.
At the same time, there are also a large number of Spanish-speaking people in the United States. In November 2021, TikTok announced the launch of a Spanish-language sound page dedicated to Spanish-speaking users in the United States.
This may also explain why TikTok’s second stop in Europe is to choose Spain, which is not too large.