2024 SEA Shoppertainment 2024 The Future of Consumer & Commerce (Tiktok) - Tài liệu tham khảo | Đại học Hoa Sen

Shoppertainment 2024:
Accenture was invited by TikTok to develop this whitepaper for commercial use 1 I N T R O D U C T I O N Foreword
Shopping used to be a joyful experience.
However, the emergence of e-commerce has
shifted its focus to competitive pricing and transactional efficiency.
In Asia Pacific, we believe the next big
commerce opportunity lies in bringing
consumers back into the picture — prioritising their emotional needs through
Shoppertainment. It is defined as content-
driven commerce that entertains and
educates first. We find that this approach
improves brand-consumer connections across
various business models, from marketplaces
and direct-to-consumer to TikTok Shop.
Commerce on TikTok hits differently in two
ways. One, we take an entertainment-first
approach, as our mission has always been to
inspire creativity and bring joy. With over 1
bil ion users engaging with their ForYou Page,
content on TikTok has evolved to not only
entertain audiences, but also drive purchase
decisions. Two, the Age of Content has
democratised creativity and creation, where Shant Oknayan
everyone is empowered to participate in
interest-based communities like BookTok and
Head of Global Business Solutions
BeautyTok, creating beacons of influence
Asia-Pacific, Middle East, Africa & Central Asia, TikTok among consumers.
With Accenture, we have put together this
whitepaper that highlights how content
shapes consumer behaviours, and in turn
defines the trajectory of growth for businesses
today. We hope brands can tap on TikTok to
shine the spotlight on consumers through the content they create. 2 I N T R O D U C T I O N Foreword
The USD $1 tril ion Shoppertainment
opportunity in Asia Pacific remains valid.
Brands have been driving a sizeable part of
this growth over the past twelve months.
Established brands can no longer afford to
ignore this fastest growing channel. The risk is
losing market share and missing out on the
opportunity to build valuable brand moments with their consumers.
This latest research between TikTok and
Accenture reveals that content is at the core of
Shoppertainment, from discovery to purchase.
Merely opening a shopfront on content-driven
platforms and offering competitive prices
does not suffice. Brands need to harness content for sustained growth. September Guo Managing Director
Social Commerce Lead, Southeast Asia, Accenture Research approach
We conducted focus groups (n=23), and online •
Content-driven platforms: social media and/or
surveys (n=765) with consumers across five Asia
entertainment platforms centered around Pacific (APAC) markets
content such as TikTok, Facebook, Instagram,
YouTube, Twitter or X, and forums like Reddit Indonesia Japan
(including consumers who are non-TikTok users) Thailand Korea •
Holistic experience: content-driven platform
usage, browsing and buying across channels, Vietnam
content creation, and community interactions •
Current experience (behaviours, preferences,
and frustrations), and desires in the next 1-2 years (via concept testing) •
Diverse demographics: age, gender, and income
Source: ‘Shoppertainment: APAC’s Trillion-Dollar Opportunity’ 3 I N T R O D U C T I O N Executive summary
There are three fundamental shifts, which lay the foundation for brands to thrive in Shoppertainment, across
the domains of content-centricity, ful -funnel optimisation, and the creator ecosystem. First, consumers are
moving away from impulsive, discount-centric purchases, seeking content that reveals the true value of
products. Second, there is a growing demand and expectation for content to elevate shopping experiences
and facilitate browse-to-buy across platforms. Third, the rise of content communities emphasises the shift from
brand-driven to community-driven networks. Intuitive Effortless Content Decisions Browse-to-Buy Communities 79% 81% 73% Key shifts in consumer of consumers are of consumers expect of consumers connect desires inspired to shop content platforms to offer over ‘fluid’ ways such as by content that reveals comprehensive brand and hashtags, comments, products’ value rather product information for stories, live content, etc. than by discounts. more effortless shopping. Generate volume and Facilitate intent-driven Lower the barriers to variety of value-focused buying by making content co-creation through Brand content to drive confident actionable and enhance content communities to opportunities shopping decisions, the convenience for increase brand affinity increase purchases and consumers to browse and and fuel organic brand basket size. buy on your app, building. marketplaces or D2C. Market
In Shoppertainment, brands often categorize markets based on factors like market archetypes
maturity or regional differences. Typically, Southeast Asian markets are seen
differently from Japan and South Korea. But there are some surprises. While
consumer preferences for discovery, search and purchase and the influence of
communities remain consistent, the content that motivates purchases differs. For
instance, in Indonesia, discounts and product information have a big impact, similar to
Japan. In contrast, South Korea is more like Thailand and Vietnam, where
recommendations by creators and other platform users play a more significant role.
Source: Accenture quantitative survey (n=765) in Indonesia, Thailand, Vietnam, Japan and South Korea; Accenture analysis 4 I N T R O D U C T I O N Table of contents Intuitive Decisions 6
What content triggers shopping across the consumer decision journey? 7
What content drives confidence to buy without needing extra validation? 11
What should brands do to empower Intuitive Decisions? 16 Effortless Browse-to-Buy 17
Why do consumers want to browse and buy on content-driven platforms? 18
How can content connect browsing and buying to increase conversion? 20
What should brands do to enable Effortless Browse-to-Buy? 23 Content Communities 24
How has content reshaped brand influence? 25
What drives consumers to connect and co-create? 27
What should brands do to leverage Content Communities? 31 Conclusion 32 5 Intuitive Decisions Consumers want to consider and make more intuitive and confident decisions, not buy impulsively. Content empowers consumers to see the true value of the
product, without needing extra effort to validate. Key questions
What content triggers shopping across the consumer decision journey?
What content drives confidence to buy
without needing extra validation? 6
I N T U I T I V E D E C I S I O N S
What content triggers shopping across the consumer decision journey?
What content triggers shopping across the consumer decision journey?
Shift from price to value
Consumers do not want to be rushed to buy just
because of discounts. They value the experience
of buying as much as the purchase itself. Hence,
they desire content that brings the product to life, 79%
and al ows them to experience its value.
of consumers are influenced by other
types of content which are not related to
On content-driven video platforms, content that discounts
enables users to experience and believe in a
product’s value influences purchase decisions Only 21% of consumers are more than discounts. highly discount-sensitive*
Brands should focus on Content Formats that
*Influenced by content featuring discounts across two or three stages of the decision journey
influence shopping across the consumer decision
journey: ‘what catches their attention’, ’what they
consider and evaluate’, and ‘what convinces them to buy’.
Source: Accenture quantitative survey (n=765) in Indonesia, Thailand, Vietnam, Japan and South Korea; Accenture analysis 7
I N T U I T I V E D E C I S I O N S
What content triggers shopping across the consumer decision journey?
Content Formats by market
Several Content Formats have been identified across the consumer decision journey. Across APAC countries,
the top three types of Content Formats are ‘Recommendations by creators’, ‘Product information and
benefits’, and ‘Authentic reviews’. However, each market has distinct preferences. The chart depicts Content
Formats and each markets’ response to each of them, from highest to lowest degree of influence. Indonesia Thailand Vietnam Japan Korea Top Content Formats Market across decision journey comparison Highest to Influence relative to lowest influence APAC average Scale of influence Low influence High Influence Average 1 Recommendations by creators 2 Product information and benefits 3 Authentic reviews 4 Discounts 5 Good product visuals 6 Product demonstration 7 Popularity of content (e.g. likes, shares)
The aggregate sum of responses across the three stages of the decision journey, for each Content Format, was normalised against the mean of the 5
markets. The depicted order of influence excludes the consumers who indicated they are influenced by content featuring discounts consistently across al three journey stages.
Source: Accenture quantitative survey (n=765) in Indonesia, Thailand, Vietnam, Japan and South Korea; Accenture analysis 8
I N T U I T I V E D E C I S I O N S
What content triggers shopping across the consumer decision journey? Market archetypes
There are two distinct market archetypes: Social-oriented, and Product-oriented. Consumers in Social-
oriented markets (Thailand, Vietnam, and South Korea) lean towards reviews and recommendations from
creators, and are more likely to leverage their intuition to assess the content they watch, enabling them to
confidently decide to forgo additional research. On the other hand, consumers in Product-oriented markets
(Japan, and Indonesia) prioritise content about product information and deals. They focus less on who is
recommending or reviewing, but more on what information and deals are communicated by them. Social-oriented Product-oriented
More influenced by content from creators —
More influenced by content that focuses on
and are more likely to trust their intuition
informational aspects (e.g. features, visuals,
when buying, without doing additional
specifications, price) — and are more research discount-driven Trusting intuition^ 4x Social-oriented 3x Product-oriented 2x Discount- 1x driven* 10% 20% 30% 40% 50%
Market Spotlight: Thailand and Japan
Thai consumers are more likely to be
Japanese consumers are more likely to influenced to shop because of
be influenced by discounts and deals. recommendations by creators.
They need logical reasons and facts to justify the premium.
For the bicycle, I was convinced
I follow brands online to keep track
each time I saw the video of one of information and deals.
guy […] I think that if I were to have
A thing that I do a lot of is reposting
it, I can be the same as him — as if I to get a free coupon. am the rider. Male, 44, Thailand Male, 40, Japan
^More likely to trust intuition when buying, without doing additional research (those who regularly shop on content-driven video platforms vs. other online
shopping channels) — Vietnam (3.2x), South Korea (3.1x), Thailand (2.7x), Japan (2.1x), Indonesia (2.0x)
*Discount-driven (influenced by discounts across two or three stages of the decision journey) — Thailand (12%), South Korea (12%), Vietnam (14%), Japan (27%), Indonesia (41%)
Source: Accenture quantitative survey (n=765) in Indonesia, Thailand, Vietnam, Japan and South Korea; Accenture analysis 9
I N T U I T I V E D E C I S I O N S
What content triggers shopping across the consumer decision journey?
Content Formats by market archetype
The charts below depict the degree of influence each Content Format commands within each APAC market.
These differences align with the archetypes of Social-oriented (Thailand, Vietnam, and South Korea) and
Product-oriented (Japan, and Indonesia). Social-oriented Recommendations TH VN KR by creators 1.4 Popularity of content Product information (e.g. likes, shares) and benefits Stronger influence (>1.0) 1.0 • Recommendations by creators • Authentic reviews 0.6 Product • Popularity of content Authentic (e.g. likes, shares) demonstration reviews Lo L w o e w r e r i n i f n lfu l e u n e c n e c e ( < ( 1 < . 1 0 . ) 0 • Discounts Good product Discounts • Product information and benefits visuals Product-oriented Recommendations JP ID by creators 1.2 Product information Popularity of content and benefits (e.g. likes, shares) 1.0 St S r t o r n o g n e g r e r i nf n lfue u n e c n e c e ( > ( 1 > .10 . ) 0 0.8 • Product information and benefits • Discounts 0.4 • Good product visuals Product Authentic demonstration reviews Lower influence (<1.0) • Recommendations by creators Good product Discounts visuals
The aggregate sum of responses across the three stages of the decision journey, for each Content Format, was normalised against the mean of the 5
markets. The charts depict Content Formats in order of influence for APAC — in clockwise order from the top — where highest influence is ‘Recommendations
by creators’ and lowest influence is ‘Popularity of content (e.g. likes, shares)’. The depicted order excludes the consumers who indicated they are influenced
by content featuring discounts consistently across al three journey stages.
Source: Accenture quantitative survey (n=765) in Indonesia, Thailand, Vietnam, Japan and South Korea; Accenture analysis 10