The Dilemma Of Tanah Abang Traders, Old Goods Sold To People On TikTok But The Shop Is Quiet

Trade activities through social commerce platforms such as TikTok Shop are currently busy. The existence of this online sales service can be a solution for Tanah Abang traders who have difficulty spending their warehousing stock.

But it is also a dilemma, this is because direct sales or live shopping on TikTok Shop makes their shop quiet buyers. The reason is, the live shopping seller sets a price so low from the production price.

The Tanah Abang Muslim clothing trader, Uni, admitted that he was helped by the live shopping seller on TikTok Shop because it could absorb items that were not sold out and stored annually. Although he admitted that the item was released at a low price.

"It helps because you get money. If you lose, you will definitely lose," he told VOI, at the Tanah Abang Mode Market (PMTA), Central Jakarta, Thursday, October 5.

Even so, the Union admitted that it was also harmed in terms of branding. He said, the brand he built was damaged because the selling price of live shopping was very far below the market.

For example, said the Union, he owns 400 pieces of cold goods at a wholesale price per cut of Rp. 195,000. This item was taken by live shopping traders at a price of Rp. 95,000 to Rp. 100,000 per piece.

Meanwhile, continued the Union, the market price per cut is IDR 240,000. Meanwhile, in live shopping, it is sold for IDR 150,000. This means that there is a price difference of IDR 90,000.

"Brand uni is also mentioned, yes, it's automatically deadly. The Union never sells that much. Only if the brand has been said to be damaged. He knows that our goods are above the price, how come it can get that price. If it's live, it's just live, it doesn't matter," he said.

"There was a local person (taking goods) he didn't use the uni brand, he immediately cut it. So he showed the model. The Union didn't like it, because uni had also helped him (got the goods)," he continued.

As a result, continued the Union, this live shopping made the business quiet. This is because at the time of live, the sellers showed the brand of goods they were advertising, and even compared it to the price in physical stores.

"What is not good is that we have a brand, when it is live, we are given a look at our brand to the camera, and he said, 'we sell only Rp. 150,000, how can we get this price in the store'," said Uni.