

年入100亿泰铢！泰国直播电商的“场”和“人”有了，“货”在哪呢？

RCEP跨境电子商务

2022-07-12

泰国在东南亚各国中，直播电商发展基础较为成熟，与中国直播电商的环境较为相似，KOL的分层初具雏形。愈演愈烈的直播电商风潮已经形成——问题是“场”和“人”已经有了，“货”又在哪呢？

Among the Southeast Asian countries, Thailand has a relatively mature development foundation for live broadcast e-commerce, which is similar to the environment of China's live broadcast e-commerce. The stratification of KOL has begun to take shape. The intensifying trend of live e-commerce has been formed - the question is that "field" and "people" already exist, but where are the "goods"?

泰国直播电商市场

Thailand live e-commerce market

据数据显示，2021年95%的泰国消费者拥有网购商品的经历，60%的消费者会优先考虑网购，而这一数字在2020年仅占25%。

According to data, 95% of Thai consumers have the experience of shopping online in 2021, and 60% of consumers will give priority to online shopping, while this figure will only account for 25% in 2020.

2021年泰国活跃社交媒体用户却占总人口的81.2%，同比增长3.4%；2021年泰国的直播电商规模超100亿泰铢（折合约2.78亿美元），占泰国电商市场总量的5-10%；在泰国，72%的消费者会通过直播购买产品，直播电商在泰国已经成为了一种新的发展趋势。‍

In 2021, active social media users in Thailand will account for 81.2% of the total population, a year-on-year increase of 3.4%; in 2021, the scale of live e-commerce in Thailand will exceed 10 billion baht (equivalent to US$278 million), accounting for 5-5% of the total e-commerce market in Thailand. 10%;In Thailand, 72% of consumers will buy products through live broadcast, and live broadcast e-commerce has become a new development trend in Thailand. ‍

从直播电商生态环境来看，泰国跟中国都有稳定的社交媒体和电商平台市场的支撑。Shopee、Lazada、JDCentral 等泰国头部电商平台对于用户直播持支持态度，Talktalk和TikTok等短视频平台也不断走红。总的来说，泰国借鉴中国的直播电商方式与选品是切实可行之举。

From the perspective of the live broadcast e-commerce ecological environment, both Thailand and China have the support of stable social media and e-commerce platform markets. Top e-commerce platforms in Thailand such as Shopee, Lazada, and JDCentral are supportive of users’ live broadcasts, and short video platforms such as Talktalk and TikTok are also becoming popular. In general, it is feasible for Thailand to learn from China's live broadcast e-commerce methods and selection.

泰国直播电商“机遇”

随着泰国直播电商的大火，越来越多的MCN机构在泰国兴起，大批KOL和网红带动了商品的流入流出，面对越来越多对直播电商感兴趣的消费者及购物需求，泰国的直播电商却陷入了以下两个“瓶颈”：

With the popularity of live-streaming e-commerce in Thailand, more and more MCN institutions are emerging in Thailand. A large number of KOLs and Internet celebrities have driven the inflow and outflow of goods. Facing more and more consumers and shopping needs who are interested in live-streaming e-commerce , Thailand's live broadcast e-commerce has fallen into the following two "bottlenecks":

选品及供应链体量小

Small size of product selection and supply chain

泰国当地生产的商品类目及数量相较于庞大的购物需求来说稍显不足，积极与海外卖家对接资源，拓宽选品库及完善供应链条是较为明智的选择。

Compared with the huge shopping demand, the category and quantity of goods produced locally in Thailand are slightly insufficient. It is a wise choice to actively connect resources with overseas sellers, expand the selection library and improve the supply chain.

物流与支付体系受阻

Logistics and payment systems are blocked

就平均而言，泰国消费者希望货物的交货时间不超过6天，因此企业需要稳定的供货量与完善的物流服务。

On average, Thai consumers expect the delivery time of goods to be no more than 6 days, so companies need stable supply and perfect logistics services.

除此之外，“货到付款”（COD）仍是泰国网购主要的支付方式，转化率偏低的同时带来了昂贵的“沉默成本”。

In addition, "cash on delivery" (COD) is still the main payment method for online shopping in Thailand, and the low conversion rate brings expensive "silence costs".

如何解决上述局面是打通泰国直播电商市场往更高层次发展的重点所在——换言之这是开拓泰国直播电商市场的“钥匙”。

How to solve the above situation is the focus of opening up the Thailand live broadcast e-commerce market to a higher level - in other words, this is the "key" to develop the Thailand live broadcast e-commerce market.

就当前来看，泰国的直播电商市场整体前景良好，仍有明朗且充足的发展空间。中国卖家进入的将是一个蓝海市场——稳定的优质货源供应是中国卖家的优势所在，这对于泰国消费者来说也是双赢的局面。

From the current point of view, the overall prospect of Thailand's live broadcast e-commerce market is good, and there is still ample room for development. Chinese sellers will enter a blue ocean market - a stable supply of high-quality goods is the advantage of Chinese sellers, which is also a win-win situation for Thai consumers.

中国（广东）——RCEP跨境电商合作联盟积极开拓泰国当地KOL资源，为寻求优质泰国本土KOL的中国跨境商家进行精准对接，促进商品本土化，打通当地渠道，提升销量，助力中国跨境卖家平稳入驻泰国电商领域；同时，帮助泰国当地的KOL对接拥有优质商品及供应链的中国跨境商家，拓宽直播产品的货源链路，形成互利互惠的良性闭环。

China (Guangdong) - RCEP Cross-Border E-Commerce Cooperation Alliance actively develops local KOL resources in Thailand, conducts precise docking for Chinese cross-border merchants looking for high-quality local KOLs in Thailand, promotes the localization of products, opens up local channels, increases sales, and helps China cross-border Overseas sellers settled in Thailand's e-commerce field smoothly;At the same time, it helps local KOLs in Thailand connect with Chinese cross-border merchants with high-quality products and supply chains, expands the supply chain of live broadcast products, and forms a benign closed loop of mutual benefit.

部分KOL介绍

Introduction to some KOLs

Pimry Pie

Follow：7,262,981

category；Every Categories

Kafa

Follow：2,407,410

category：Mainly leather bags, but also food, daily necessities and skin care products, etc.

Mae Da Farida

Follow：1,029,163

category：Affordable leather bag

Yui Genan

Follow：1,029,163

category：luggage, clothing, food

Tua Chudaphan

Follow：1,129,006

category：All kinds of affordable goods

Riryu

Follow：1,029,163

category：Kids & Adult Clothing

Anucha Lopha

Follow：670,694

category：Second-hand brand-name products and various goods

Nam

Follow：554,633

category；Mainly for daily necessities

Jang and Pat

Follow：221,441

category：Fresh seafood from the Andaman Sea

Godji Beauty

Follow：29,295

category：Fashion Custom Clothing

Asan Seafood

Follow：1,600,000

category：Various dried seafood for sale

Marisa Toys

Follow：570,000

category：Toys and household items

联盟近期将开展“泰国本土网红对接会”，欢迎有需求的企业扫码报名！

Alliance will launch the "Thailand Local Internet Celebrity Matchmaking Conference" soon, and companies in need are welcome to scan the code to register!