li jiaqi is going overseas to make money! meiwan is recruiting cross-border e-commerce employees, and the first stop may be southeast asian countries
2024-09-26
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china business news (reporter he yang)on september 25, in response to the news that "li jiaqi's company meiwan will launch overseas business", the relevant person in charge of meiwan responded in an interview with a reporter from china business news: "this is the company's normal business expansion. thank you for your attention. if there are any related actions in the future, we will synchronize them in time."
li jiaqi's company meiwan recently released several positions related to overseas business. (picture taken from the recruitment website)
according to market news, meiwan has newly established an international development department and released a number of positions related to the international development department, including overseas e-commerce operations manager, overseas financial management, international merchant operations, senior cross-border e-commerce operations, overseas talent operations, overseas business development bd, live broadcast technology, and live broadcast central control.
among them, the live broadcast control position requires the ability to speak indonesian (listening, speaking, reading and writing), which has led to speculation that meiwan's first overseas expansion may target the southeast asian market. analysts believe that meiwan will most likely use southeast asian countries as its first overseas pilot, and this strategic choice is reasonable. first of all, southeast asia has a large population, the internet penetration rate is constantly increasing, consumers are more receptive to e-commerce, and the culture and consumption habits are similar to those of china, making it relatively easy to enter and expand.
the recruitment website shows that although the above-mentioned overseas positions are responsible for overseas business, most of the work locations are located in china, mainly in shanghai. in addition to the live broadcast control position requiring the ability to speak indonesian, most overseas positions require fluency in english. in addition, judging from the recruitment positions, meiwan’s intention to develop tiktok e-commerce is also very obvious. not only does it specifically recruit tiktok account operators, it also gives priority to recruiting applicants with experience in clothing retail in tiktok stores.
according to industry insiders, domestic live streaming e-commerce organizations have chosen to go overseas to "dig for gold" in recent years. compared with the european and american markets, the southeast asian e-commerce market is still a blue ocean. according to data from market research company emarketer, the growth rate of southeast asian e-commerce market ranked first in the world last year, and it has been the fastest growing region in the world for three consecutive years. it is estimated that by 2025, southeast asian e-commerce gmv (gross merchandise volume) will reach us$233 billion, with a compound annual growth rate of 24%.
according to the reporter's incomplete analysis, in addition to meiwan, domestic leading mcn organizations such as xinxuan group, three sheep group, make friends, and yaowang technology have already gone abroad to explore overseas business and achieved initial results. for example, in may 2023, simba's xinxuan group launched an international overseas expansion plan, with the first stop landing in thailand; in the second half of last year, the three sheep group behind xiao yangge began to lay out its overseas expansion, with singapore as its first choice; yaowang technology established an overseas tiktok live broadcast operation team this year, and has tried tiktok live broadcasting in southeast asia and north america; make friends launched its overseas business earlier in 2021, and promoted overseas marketing, talent distribution, live broadcast agency operations and other businesses through its overseas business department.
compared with its competitors, meiwan is more cautious in its overseas business layout. it did not build a team or set up a local e-commerce company abroad, but chose to test the waters in china in a low-key manner. as this year's "double 11" shopping festival approaches, it is not difficult to see that meiwan is determined to make multi-dimensional layouts and explore new growth engines.
it can be seen from public information that in addition to relying on the big anchor li jiaqi, meiwan is also exploring more business models, including trying its own brands, ai digital human live broadcasts, incubating more "de-li jiaqi" business ips, and bringing products to offline physical stores.
