Is Eastern Selection facing a crisis of trust? Together with Brother Xiao Yang, two major Tiktok companies entered TikTok's overseas market

After the Dong Yuhui incident came to an end, Oriental Selection also began to implement its Tuke overseas trial plan.

From a certain recruitment app, we can see that Oriental Selection has posted multiple positions such as Tuke Content Operations Manager, Business Manager, and Tuke Overseas Store Operations, aiming to pave the way for its overseas expansion.

However, recently Oriental Selection has been exposed for allegedly selling seafood products containing illegal additives, as well as selling counterfeit "Wuchang rice" and Tianqi prune juice found to contain laxatives, plunging the company into a trust crisis.

Image source: Wang Hai Weibo

Although Oriental Selection has denied the allegations and reported to the police, this series of negative events has still caused its stock price to decline slightly for several consecutive days, dealing a significant blow to its brand image.

However, it is highly likely that Oriental Selection will not suspend its Tuke overseas expansion, because under the influence of the broader environment, the domestic e-commerce live streaming industry is entering a stock stage.

With traffic peaking, seeking new growth points overseas has become the optimal solution for top streamers and even Chinese brands.

Oriental Selection's attempt at overseas live streaming is an important step in seeking new opportunities in the global e-commerce competition.

Similarly, top streamer Crazy Little Yang also did not miss the opportunity to go overseas, starting to try overseas live streaming on Tuke and leading Chinese brands to the world.

Previously, Crazy Little Yang's first overseas joint live stream with Singapore influencer @shopwithsasax proved this point.

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As for why the company behind him, Three Sheep Network, chose the Southeast Asian market as the entry point, one reason is that CEO Du Gang revealed they have more fans there; another reason is that the overall logistics system abroad is not perfect, prices are high, and in Europe and America, Tuke Shop has only just opened the market, so the online shopping customer base is not as large as in Southeast Asia. Therefore, choosing Southeast Asia for a trial run is the most reasonable.

This is also one of the reasons why Tuke Shop is so popular among Southeast Asians, and Southeast Asia is also more familiar with Chinese content and has a high level of acceptance.

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However, going overseas is not an easy task.

From the complexity of international logistics to the shopping habits of consumers in different countries, and to building and maintaining brand trust on international platforms, overseas brands need to adjust and optimize their strategies on multiple dimensions.

Crazy Little Yang's first overseas live stream may seem successful, but in fact, the early stage involved months of planning and effort.

Market research, building an account matrix to attract fans, choosing overseas influencers for joint live streaming... Crazy Little Yang's team has done almost everything a brand needs to do to go overseas.

In the end, that live stream did not disappoint everyone and set a record for Tuke's e-commerce sector in Singapore,shooting straight to number one on Singapore's local ranking.

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The attempts by Oriental Selection and Crazy Little Yang have provided valuable experience for the development of Chinese live-streaming e-commerce in the international market, and also offered a reference for other Chinese brands and streamers looking to go overseas.

It is believed that in 2024, on the Tuke overseas e-commerce track, more e-commerce streamers and Chinese brands will emerge with wealth creation stories, allowing consumers around the world to experience the charm of Chinese brands.