TikTok: Mega Sales Shopping Season Creates New Culture And Consumer Persona

Head of Business Marketing TikTok Sitaresti Astarini (photo: Rana/VOI)

JAKARTA TikTok mengungkapkan bahwa Mega Sales, musim belanja di seluruh e-commerce Asia Tenggara, telah menciptakan banyak perubahan, mulai dari perkembangan, behavior, hingga habit baru para konsumen.

Mega Sales will be held again in the near future and the peak will be on the twin dates. This spending period will be held by all Indonesian e-commerce from October to December to welcome National Online Shopping Day (Harbolnas).

Twin date promos have always existed since the beginning of the year, but the habit and behavior seen by TikTok are not the same as Mega Sales in the fourth quarter. The impact of the spending season at the end of the year is quite large, namely an increase in sales of up to 25 percent.

"During quarter four, this is a very valuable moment for brands and businesses, all scale, for them to issue new promotions," said Sitarresti Astarini, Head of Business Marketing TikTok Indonesia. "Business of all scales, ranging from MSMEs to big companies, seeing an increase in sales of around 10 to 25 percent."

Based on TikTok's observations, the culture of shopping at the end of the year is different from other periods due to Harbolnas. Consumers tend to prepare more money to face various attractive promos at the end of the year, either on TikTok Shop or other e-commerce.

In addition to brand revenues that have changed, Mega Sales has also formed a new shopping culture. Currently, Indonesian consumers are more intuitive, like to do browsing and buying before shopping, to interact directly with brands.

This shopping style also creates four new personas on TikTok Shop, namely Bargain Hunters who are always looking for the best discounts and offers, Inspirational Goods that buy goods to become trendsetter, Efforless Sharets that shop without waiting for promos or discounts, and Purposeful Goods that put forward commitments.

According to TikTok, this persona can be used by business people, especially to welcome twin dates such as 10.10, 11.11, and 12.12. All brands on TikTok Shop can increase their income if the target market can be adjusted to consumer persona.

"TikTok can be a platform for discovering new things, new trends, new products, new brands, until they (consumers) can do purchases on the platform," explained Sitaresti. "In order to get maximum impact, start campaign up-to one month before the moment comes."