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沃尔玛联手TikTok尝试直播带货,推荐时尚品牌产品

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2020-12-18 08:01:07 转载来源: 网易科技报道

12月18日,美国当地时间周四,零售巨头沃尔玛和短视频应用TikTok(抖音海外版)宣布,他们将合作在TikTok的社交视频应用程序上尝试直播带货,向用户推荐其时尚品牌产品。沃尔玛表示,TikTok上的观众可以在不离开该平台的情况下购买流行创作者内容中展示的时尚商品

12月18日,美国当地时间周四,零售巨头沃尔玛和短视频应用TikTok(抖音海外版)宣布,他们将合作在TikTok的社交视频应用程序上尝试直播带货,向用户推荐时尚品牌产品

沃尔玛表示,TikTok上的观众可以在不离开该平台的情况下购买流行创作者内容中展示的时尚商品。TikTok在美国有1亿月活跃用户,首次直播将于周五在沃尔玛TikTok账户上进行。


在首次直播合作中,沃尔玛将推荐Champion、Jordache、Kendall + Kylie等大品牌商品,以及Free Assembly、Scoop、Sofia Jeans等自有品牌商品。

沃尔玛美国首席营销官威廉·怀特(William White)在一篇博客文章中写道:“这为我们提供了一种联系老用户和接触潜在新客户的新方式。”

此前,当TikTok受到禁止进入美国市场的威胁时,作为全球最大的零售商,沃尔玛曾计划投资TikTok。尽管该计划未能实现,但沃尔玛对TikTok的兴趣并没有减弱,现在希望通过直播视频来吸引年轻的在线消费者,并在电子商务和在线广告领域与亚马逊展开激烈竞争。

在新冠肺炎疫情暴发期间,沃尔玛的在线销售额大幅增长,因为顾客们更多地在家网上购物,以躲避可能受到感染的人群。(小小)

标签: 沃尔玛 联手 TikTok 尝试 直播 带货 推荐 时尚 品牌产品


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