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Promotion timing and the consumer market:

1. Black Friday and Cyber Monday in the U.S. have already kicked off early, with TikTok Shop's U.S. Black Friday promotion running from November 12 to December 1. U.S. holiday retail sales are expected to top $1 trillion for the first time, while online spending is projected to rise 6.7% year over year to $275.1 billion, with Black Friday and Cyber Monday as the growth peaks.

2. The platform is creating three consecutive growth peaks around three weekend consumption peaks, and in-app holiday shopping-related content has surged since September.

Practical takeaways:

1. Content-field opportunities include short videos, livestreams, and image-text posts. Livestream formats include auctions and group-buy bargaining, and image-text product-link permissions are now fully open, making this suitable for early product testing and expanding content reserves.

2. Merchant sprint actions include completing product registration and ensuring price competitiveness, monitoring inventory and replenishment cadence, raising short-video and image-text submissions to at least twice the usual level, extending livestream duration and aligning major livestream sessions with the three peaks, and keeping ad spend at least twice the usual level while monitoring platform incentive policies.

Brand marketing and consumer trends:

1. Interest-based e-commerce uses immersive, highly interactive content to shorten the path from product discovery to checkout. TikTok U.S. shopping users are expected to exceed 50% of total U.S. social media shoppers; U.S. livestream shopping sales are projected to rise about 35% year over year, with per-capita spending up 23.2% to $339.27.

2. Black Friday is both a node for scaling business and a moment for new product launches, audience expansion, and brand building. TikTok Shop's content-field advantages let new products demonstrate real usage experiences, while promotion-related discussion and brand attention can drive growth across all channels.

Brand strategies and channel coordination:

1. Creator content, merchant content, marketplace, and search work together across three major fields, covering the full journey from product awareness to comparison and checkout. Ulike raised creator collaborations to 2 to 3x normal levels, prepared more than 10 scripts and over 2,000 native product-link creatives, combined daily merchant livestreams with self-produced short videos, optimized product cards and search terms in marketplace search, and coordinated online and offline communications.

2. Brands can use holidays to express product and gifting scenarios. Examples include Ulike exclusively launching strategic new products on TikTok Shop; Sephora, Michael Kors, and Best Buy using the platform as a base to sprint sales and accumulate users; and EcoFlow, SHOKZ, and VEVOR participating in Super Brand Day.

Growth markets and opportunity signals:

1. U.S. Black Friday is one of TikTok Shop's largest annual consumption peaks. The platform's content dividend continues to be released, with livestreams, image-text posts, and livestream auctions and group-buy bargaining creating incremental growth. The fully managed model covers the U.S., the UK, 12 EU countries, Mexico, and Japan, enabling merchants to sell good products globally through a one-stop solution and capture incremental growth.

2. In terms of data, during the U.S. mid-year promotion, cross-border POP business nearly doubled year over year, while fully managed business grew 1.5x year over year. During the October autumn promotion, cross-border POP average daily business nearly doubled year over year, while fully managed average daily GMV grew more than 1.3x year over year.

Lessons to learn and risk response:

1. Tewiky's path is to test with self-produced content first, validate with creators, use livestreams to convert and collect feedback, then move products into the creator content field to scale, use marketplace search to capture active demand, and feed data back into the next round of content and product selection. For Black Friday, it treats livestream auctions as the core breakout point and invests 3 to 5x normal resources.

2. Sellers need to complete product registration and ensure price competitiveness, monitor inventory and replenish dynamically, raise short-video and image-text submissions to more than twice the daily level, extend livestream duration and align with the three peaks, and keep ad budgets at more than twice the daily level. The risk is that when bestsellers surge and stocking cannot keep up, sellers miss exposure opportunities.

Production stocking and business opportunities:

1. The core formula for fully managed merchants is good products x content growth. Good products require not only quality, price, and market demand, but also timely inventory response and delivery fulfillment. During promotions, bestseller sales surge in a concentrated way; if stocking cannot keep up, merchants will miss high exposure.

2. Factory-type merchant Bika focuses on deep stocking around proven bestsellers, raising stocking volumes for hot bestsellers to 2 to 3x last year's level, moving raw materials to factories in advance and locking in capacity, and using bestseller extensions and accessories to drive whole product sets. Nuanyong doubled its stocking volume year over year, increased creator sample send-outs 5x, increased paid promotion of high-quality content, locked in livestream room capacity and had livestream rooms exclusively carry overseas-warehouse goods, and also tried image-text selling.

Digitalization and e-commerce implications:

1. Interest-based e-commerce lets factories use platform data to plan new product development and stocking cadence more proactively. Timely consumer feedback makes new product development direction more accurate. AIGC tools can efficiently produce high-quality short videos, while livestream auctions and image-text posts are content growth areas that are easy to capture.

2. Factories can shift from OEM order dependence to proactive operations, quickly scale bestsellers with good products plus good content, and build brand equity through real interactions with overseas customers and positive word of mouth.

Industry trends and new technologies:

1. U.S. interest-based e-commerce has entered a relatively stable phase of rapid growth. TikTok U.S. shopping users are expected to exceed 50% of total U.S. social media shoppers; U.S. livestream shopping sales are projected to rise about 35% year over year, with per-capita spending among livestream shoppers up 23.2% to $339.27. TikTok Shop U.S. livestream shopping sales more than doubled year over year in the first half.

2. The platform's content scenarios and formats are diverse: short videos are developing steadily, livestreams are accelerating, and image-text posts are opening new incremental growth. Livestream auctions, group-buy bargaining, image-text product links, and AIGC tools lower the barrier to content production.

Client pain points and solutions:

1. Merchant pain points include inventory response and delivery fulfillment after bestseller sales surge, insufficient content capacity, pressure from creator collaboration and creative production, and livestream scheduling and product assortment adjustments.

2. Solutions include creator sample send-outs and paid content promotion, batch scripts and native product-link creatives, daily merchant livestreams plus self-produced short videos, optimizing product cards and search terms, using livestream auctions and group-buy bargaining to convert sales, and feeding multi-field data back into content and product selection.

Promotion cadence and platform approach:

1. TikTok Shop U.S. Black Friday runs from November 12 to December 1, building three consecutive growth peaks around three weekend consumption peaks. In-app holiday shopping-related content has surged since September, igniting consumer enthusiasm early.

2. The platform continues to enrich content fields: livestream auctions launched in the first half contributed 90% of merchants' incremental livestream growth versus the same period; August brought creator auctions, September brought brand livestream tools, and October brought livestream group buying and bargaining. In September, image-text product-link permissions were fully opened.

Merchant operations and trend capture:

1. The platform emphasizes multi-field coordination across creator content, merchant content, marketplace, and search. The fully managed model centers on good products x content growth, and Black Friday launches successively in the U.S., the UK, 12 EU countries, Mexico, and Japan.

2. Merchants must complete product registration and ensure price competitiveness, monitor inventory and replenishment, raise short-video and image-text submissions to more than twice the daily level, extend livestream duration and align major livestream sessions with the three peaks, maintain ad creatives and average daily budgets at more than twice the daily level, and monitor platform ad incentive policies in real time. Brands can participate in Super Brand Day.

New industry trends and business models:

1. The article judges 2026 as the landmark year for the U.S. market's entry into the interest-based e-commerce era. Interest-based e-commerce uses immersive, highly interactive content to shorten the path from product discovery and purchase intent to checkout, increasing purchase frequency. Multi-field coordination turns growth from one-off spikes into sustainable amplification capability.

2. The new growth model uses content as the connective thread, placing seeding, conversion, and brand building in the same funnel. There are cases of new brands breaking through, niche categories finding target audiences, mature brands creating a second growth curve, and industrial cluster factories achieving value leaps.

Issues and implications:

1. Merchant investment has structurally increased. Tewiky, Ulike, JOYIN, Bika, and Nuanyong have validated approaches respectively through livestream auctions, multi-field coordination, a dual-track holiday strategy, mature bestseller stocking, and content capacity expansion. Platform tool iteration and AIGC lower content barriers.

2. Attention is needed to operational issues such as inventory response and delivery fulfillment, price competitiveness, content submissions and ad budgets, aligning livestream scheduling with peaks, and creator collaboration and creative reserves, as well as integrating promotion cadence with holiday marketing around Thanksgiving and Christmas.