By holding the Indonesian local e -commerce platform Tokopedia, TIKTOK e -commerce rushed back to the Indonesian market before the "Double Twelve".On December 11, TIKTOK officially announced that it would reach a strategic cooperation with the Indonesian GOTO Group.

This time, Tiktok's e -commerce business will be merged with the TOKOPEDIA of the GOTO Group's e -commerce platform. The merged Tokopedia is controlled by Tiktok. The entity Tiktok accounts for 75%of the shares and has control.Tiktok promises to invest $ 1.5 billion in the future to provide financial support for business development.At the same time, TIKTOK announced that Indonesia's e -commerce business will officially restore the launch in the "Double Twelve".

Earlier, the Minister of Trade in Indonesia stated that it agreed to let Tiktok e -commerce return to "allow social e -commerce to support Indonesia's economic growth."

The "buffering period" of more than two months cope with the policy crisis

In 2021, the Indonesian online car booking company GO-JEK and Indonesia e-commerce company Tokopedia announced the merger. After the merger, the company name was changed to GOTO. The transaction was supported by investors such as Alibaba, Bellaide, and the GO-JEK co-president SOELISTYO led GOTO to GOTOcompany.After the merger, the GOTO Group has three independent subsidiaries: Gojek, Tokopedia, and Goto Financial, business covering taxi, payment, online shopping and delivery.

In April 2022, the GOTO Group was officially listed on the Jakarta Stock Exchange, Indonesia.GOTO raised $ 1.1 billion in the public offering, 30%of which used for the overall business of GOTO, 30%invested to Tokopedia, and 25%provided to digital payment service GoPay.The prospectus shows that SoftBank and Ali are two important shareholders of GOTO, holding 8.71%and 8.84%respectively.

In addition, it also includes Tencent, JD.com, Google, Sequoia Capital India, Singapore State -owned Holdings Company Temaseki, Malaysia's Sovereign Fund Fund Permodalan Nasional Berhad and Avanda Investment Management, Fidelity International, Primavera And Ward Ferry et al.

From the perspective of industry sources, Tiktok's choice of shares to re -enter the Indonesian e -commerce market is a compromise made after the Policy of the Ministry of Trade in Indonesia in September.

On September 27, the Indonesian Ministry of Trade issued a new regulation, asking Tiktok to strip the e -commerce business and social media, which is essentially banned Tiktok's e -commerce business.The minimum price of imported goods on the e -commerce platform shall not be less than 1.5 million Indonesia shields (about $ 100).The new regulations come into effect on September 26, and various social platforms are required to adjust within a week.

Usman Kansong, director of the Department of Information and Public Communication of Indonesia and Information and Public Communication, said that Facebook, Instagram, and WhatsApp platforms do not include social business.E -commerce platforms like Shopee or TokOpeDia, etc., cannot become social merchants, because the platform is registered as an e -commerce entity.

Before the ban, Indonesian government officials stated publicly that Tiktok's cross -border e -commerce business threatened local small and medium -sized merchants in Indonesia.Earlier, Tiktok said many times that it did not launch a plan for cross -border e -commerce business in Indonesia.Indonesia claims that the new regulations are mainly to protect Indonesian small and medium -sized enterprises, but this ban has made many Indonesian local small and medium businesses relying on Tiktok e -commerce companies caught off guard.

In February 2021, Tiktok Shop is open to local merchants and users in Indonesia, allowing merchants, consumers and experts to focus on Tiktok.The merchants recommend the products to Tiktok users through short video, live broadcast, and product display on the homepage in TIKTOK, and transform users into consumers.Through cooperation with merchants to help merchants use personal influence to recommend products, to obtain sales sharing or cooperation income.Pune Investment

According to the official data of the platform, on the day of the Double Eleven in 2022, the GMV of the Tiktok Shop Indonesia market increased by 193%compared to the usual, and the order volume increased by 169%.

Sorting out the contents of the new regulations on e -commerce business issued by the Indonesian Ministry of Trade in September., Equal competition, and the impact of the new business model on the original ecosystem.

In response to the Indonesian government's previous ban on Tiktok's e -commerce business, Mo Teng Venture Capital previously released a view that the actual operation of the ban will be very chaotic. Whether the ban can eventually land is actually not sure, because the huge traffic of Tiktok will eventually eventually will eventually continueIt is used for e -commerce business, and the specific method may be Tiktok Shop or other methods.

The former spokesman of the Indonesian Ministry of Trade, Fithra Faisal Hastiadi, believes that banning Tiktok e -commerce is a mistake.Mumbai Investment

Kang Zeyu, the person in charge of Tiktok e -commerce, said in internal communication that the incident was relatively sudden and the reason was complicated. It is currently actively discussing with relevant authorities to find the best way to provide services to Indonesian enterprises and users.Kang Zeyu also mentioned that Tiktok Shop has served 80 million Indonesia users, and millions of sellers and creators have achieved income through the platform.Kang Zeyu believes that Tiktok Shop not only provides services for local small and medium -sized enterprises in Indonesia, but also creates opportunities for their development in the global market.

On October 3, Tiktok said in a statement that Tiktok Shop suspended the support of Indonesia's e -commerce business on October 4.Since then, Tiktok will become a short video content platform that no longer has "e -commerce functions" in the Indonesian market.That is, sellers can continue to create and share content on the Tiktok platform to promote products, but they cannot sell products directly on the platform.

After the realization of TOKOPEDIA this time, Tiktok said in the statement that it will provide a series of support in terms of marketing, brand and internationalization with GOTO Group to help the development of small and medium -sized merchants.On the day of resumption of launch, Tiktok and Tokopedia will also jointly launch "Beli Lokal" activities to help the development of local Indonesian companies.

Indian Internet Factory Gathering Indonesia's e -commerce battlefield

Since joining the Indonesian market with complex political and business relations, Tiktok Shop, as a "social e -commerce" dark horse, has disrupted the traditional Indonesian shelf e -commerce platform players composed of Shopee, Tokopedia and Lazada.

According to Mo Tengchuang's 2023 Southeast Asian e -commerce platform market share and GMV development: SHOPEE 45.9% or $ 63.8 billion (Indonesia RP.999 trillion); Lazada 17.5% or US $ 24.3 billion (Indonesia RP38 trillion); TOKOPEDIA 14.2%Or 19.7 billion US dollars (Indonesia RP 3.38 trillion); Tiktok Shop 13.9%or 19.3 billion US dollars (Indonesia RP 3.02 trillion); other platforms (Amazon, Tiki, Bukalapak, etc.) 8.6%or $ 11.9 billion (Indonesia RP 1.84 trillion).

In 2009, Li Xiaodong took over the e -sports battle platform of Chen Ou, the head of Jumei Youpin, and renamed it Garena.For more than ten years, Li Xiaodong built a business empire including SHOPEE, Garena, and Seamoney into the three major business groups including e -commerce, games, and finance -SEALIMITED (SEA ", the New York Stock Exchange StockNumber: SE).The company's three platforms currently include: Garena, Shopee and AirPay.

SEA is known as Southeast Asia Tencent, headquartered in Singapore, and was listed in the United States in 2017.As of now, Wind data shows that SEA's first shareholder is Tencent Entities with a shareholding ratio of 18.69%.The second shareholder is Li Xiaodong Forrest xiaodong Li, holding 18.29%.On January 4, 2022, Tencent announced to the abroad that some A -shares of the Southeast Asian Internet giant SEA were cash out about $ 3 billion.

SEA's third quarter financial report data shows that as of September 30, 2023, the three fiscal quarterly companies made a profit of US $ 260 million, and the loss of US $ 2.078 billion in the same period last year; the total revenue was 9.447 billion US dollars, an increase of 4.99%year -on -year;The share income was $ 0.46, an increase of 112.33%year -on -year; the net assets per share were $ 11.45, a year -on -year increase of 13.15%.

In 2022, Tiktok Shop's total commodity transaction (GMV) in Indonesia reached 2.5 billion U.S. dollars, accounting for 57%of the entire Southeast Asian market. Indonesia became an important component of TIKTOK e -commerce business.In June of this year, Zhou, CEO of Tiktok, visited the Indonesian market and proposed to invest billions of dollars in the next three to five years.

On November 29th, according to the National News Agency of Antala, Indonesia, Jerry Sambuaga, the deputy Minister of Trade in Indonesia, said on November 28 that as long as it follows Indonesia's applicable regulations and procedures, TIKTOK can freely and freely.Any e -commerce platform cooperation.Sanbusaga pointed out that the government had previously frozen the operation of Tiktok Shop provided by Tiktok's online shopping function because it violated the permit for operating only as a social media platform."Once it obtains the (related) permit, as long as it meets regulations and procedures, you can cooperate with anyone."Simla Wealth Management

On November 30, SEA's stock price was $ 36.22, down 1.42%.Yesterday, US stocks closed, SEA's stock price was $ 40, up 2.46%.Udabur Investment

Another Indonesian e -commerce participant Lazada was founded in 2012 and became the flagship e -commerce platform of Alibaba Group Southeast Asia in 2016.On March 19, 2018, Alibaba Group announced that it would invest 2 billion US dollars to invest in Lazada for the company's business expansion in Southeast Asia.In 2020, Ali injected $ 1.3 billion again.In the eyes of industry sources, as participants in Indonesia for many years, Shopee and Lazada have the ability and channels for dialogue with the Indonesian government.

In the future, the Indonesian e -commerce pattern will evolve, including Indian Internet manufacturers such as Ali, Tencent, and byte beating will play an important role.Bangalore Stock Exchange