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Just Being on TikTok Shop Is Not Enough": Philips' 2-Year Playbook for Europe #LTM153 · Let's talk Marketplace

• 0:00
  So
• 0:00
  many
• 0:00
  parts
• 0:00
  to
• 0:00
  TikTok
• 0:01
  shop,
• 0:01
  but
• 0:01
  affiliates
• 0:02
  are
• 0:02
  a
• 0:03
  huge
• 0:03
  part
• 0:03
  of
• 0:03
  what
• 0:04
  will
• 0:04
  drive
• 0:04
  your
• 0:04
  success
• 0:04
  on
• 0:05
  the
• 0:05
  platform.
• 0:05
  And
• 0:06
  if
• 0:06
  you
• 0:06
  don't
• 0:06
  get
• 0:06
  them
• 0:07
  behind
• 0:08
  what
• 0:08
  you're
• 0:08
  trying
• 0:08
  to
• 0:08
  achieve,
• 0:09
  they
• 0:09
  will
• 0:09
  just
• 0:10
  follow
• 0:10
  the
• 0:10
  money.
• 0:10
  They
• 0:11
  will
• 0:11
  go
• 0:11
  to
• 0:11
  another
• 0:11
  brand
• 0:12
  where
• 0:12
  they
• 0:12
  know
• 0:13
  they
• 0:13
  can
• 0:13
  make
• 0:13
  sales
• 0:13
  and
• 0:14
  there's
• 0:14
  not
• 0:14
  so
• 0:14
  many
• 0:14
  restrictions.
• 0:15
  So
• 0:15
  you
• 0:15
  have
• 0:15
  to
• 0:15
  find
• 0:16
  this
• 0:16
  balance.
• 0:21
  Let's
• 0:21
  Talk
• 0:22
  Marketplace.
• 0:22
  The
• 0:23
  Marketplace
• 0:23
  podcast
• 0:24
  with
• 0:24
  Ingrid
• 0:25
  Lohmer
• 0:25
  and
• 0:25
  Vana
• 0:26
  V.
• 0:26
  Dichto.
• 0:30
  Hello
• 0:30
  and
• 0:30
  welcome
• 0:31
  back
• 0:31
  to
• 0:31
  let's
• 0:32
  Talk
• 0:32
  Marketplace.
• 0:33
  I'm
• 0:33
  Valerie
• 0:34
  and
• 0:34
  yes,
• 0:34
  I
• 0:34
  am
• 0:34
  flying
• 0:35
  solo
• 0:35
  again
• 0:36
  today,
• 0:37
  so
• 0:37
  Ingrid
• 0:38
  is
• 0:38
  still
• 0:38
  on
• 0:38
  holiday,
• 0:39
  so
• 0:39
  it's
• 0:39
  just
• 0:40
  me.
• 0:40
  And
• 0:40
  honestly,
• 0:41
  I'm
• 0:41
  looking
• 0:41
  for
• 0:42
  this
• 0:42
  episode
• 0:42
  actually
• 0:43
  for
• 0:43
  quite
• 0:43
  a
• 0:43
  while
• 0:44
  because
• 0:45
  I
• 0:45
  met
• 0:45
  our
• 0:45
  guests
• 0:46
  in
• 0:47
  March
• 0:47
  already
• 0:48
  when
• 0:48
  I
• 0:48
  was
• 0:49
  still
• 0:49
  in
• 0:49
  my
• 0:50
  baby
• 0:50
  break.
• 0:50
  But
• 0:50
  I
• 0:51
  took
• 0:51
  part
• 0:51
  at
• 0:52
  the
• 0:52
  first
• 0:53
  anniversary
• 0:54
  of
• 0:54
  TikTok
• 0:55
  shop
• 0:55
  in
• 0:55
  Germany
• 0:56
  and
• 0:56
  there
• 0:57
  were
• 0:57
  the
• 0:57
  TikTok
• 0:58
  awards.
• 0:59
  And
• 1:00
  I
• 1:00
  think
• 1:01
  it's
• 1:02
  pretty
• 1:02
  interesting
• 1:02
  to
• 1:03
  see
• 1:04
  how
• 1:04
  TikTok
• 1:04
  shop
• 1:05
  evolved
• 1:05
  in
• 1:05
  this
• 1:06
  one
• 1:06
  year.
• 1:07
  And
• 1:07
  I
• 1:07
  will
• 1:07
  also
• 1:08
  share
• 1:08
  with
• 1:08
  you
• 1:08
  what
• 1:08
  we're
• 1:08
  talking
• 1:09
  about
• 1:09
  today.
• 1:09
  But
• 1:10
  when
• 1:10
  I,
• 1:11
  when
• 1:13
  I
• 1:14
  talk
• 1:14
  in
• 1:14
  the
• 1:14
  industry
• 1:15
  about
• 1:15
  TikTok
• 1:15
  shop,
• 1:16
  then
• 1:16
  there
• 1:16
  is
• 1:16
  like
• 1:16
  either
• 1:17
  the
• 1:17
  people
• 1:17
  who
• 1:17
  are
• 1:18
  saying,
• 1:18
  like,
• 1:18
  yeah,
• 1:18
  oh,
• 1:19
  we
• 1:19
  onboarded,
• 1:20
  but
• 1:20
  there's
• 1:20
  no
• 1:21
  turnover
• 1:21
  because,
• 1:23
  yeah,
• 1:23
  we
• 1:23
  did
• 1:23
  nothing
• 1:24
  really.
• 1:25
  We,
• 1:25
  we,
• 1:26
  we
• 1:26
  tried
• 1:26
  it,
• 1:27
  but
• 1:27
  actually
• 1:27
  they
• 1:28
  really
• 1:28
  didn't
• 1:28
  try
• 1:28
  it
• 1:29
  because
• 1:29
  they
• 1:31
  haven't
• 1:31
  done
• 1:31
  anything
• 1:32
  with
• 1:32
  live
• 1:32
  streams
• 1:33
  or
• 1:33
  like
• 1:33
  to
• 1:34
  push
• 1:34
  turnover
• 1:34
  there.
• 1:35
  So.
• 1:37
  And
• 1:37
  then
• 1:37
  we
• 1:38
  have
• 1:38
  the
• 1:38
  other
• 1:38
  ones,
• 1:38
  they're
• 1:39
  like,
• 1:39
  nah,
• 1:39
  we
• 1:39
  don't
• 1:39
  do
• 1:40
  this
• 1:40
  because
• 1:40
  our
• 1:40
  products
• 1:41
  doesn't
• 1:41
  fit,
• 1:41
  et
• 1:42
  cetera,
• 1:42
  et
• 1:42
  cetera,
• 1:42
  or
• 1:43
  our
• 1:43
  company
• 1:44
  policy,
• 1:44
  and
• 1:44
  so
• 1:45
  on
• 1:45
  and
• 1:45
  so
• 1:45
  on.
• 1:45
  So
• 1:46
  I
• 1:46
  think
• 1:47
  both
• 1:48
  are
• 1:48
  pretty
• 1:48
  interesting
• 1:49
  point
• 1:49
  of
• 1:49
  views.
• 1:50
  But
• 1:51
  today
• 1:51
  I'm
• 1:52
  really
• 1:52
  happy
• 1:52
  that
• 1:52
  we
• 1:53
  can
• 1:53
  share
• 1:53
  one
• 1:54
  really
• 1:54
  great
• 1:54
  example
• 1:55
  from
• 1:55
  a
• 1:56
  130-year-old
• 1:57
  company
• 1:58
  that
• 1:58
  has
• 1:58
  just,
• 2:00
  yeah,
• 2:00
  started
• 2:01
  to
• 2:01
  build
• 2:01
  something
• 2:02
  on
• 2:02
  TikTok
• 2:02
  shop
• 2:03
  that
• 2:03
  really
• 2:03
  worked.
• 2:04
  And
• 2:06
  yeah,
• 2:06
  I'm
• 2:06
  really
• 2:07
  happy
• 2:07
  to
• 2:09
  invite
• 2:10
  you
• 2:10
  today
• 2:10
  as
• 2:11
  a
• 2:11
  guest.
• 2:11
  Stephanie
• 2:12
  van
• 2:12
  der
• 2:12
  Planplank
• 2:13
  Jones.
• 2:14
  Thank
• 2:14
  you.
• 2:15
  You're
• 2:15
  welcome.
• 2:16
  Stephanie.
• 2:17
  Yeah.
• 2:18
  Stephanie,
• 2:18
  you
• 2:19
  are
• 2:19
  the
• 2:19
  commercial
• 2:19
  lead
• 2:19
  for
• 2:20
  TikTok
• 2:20
  shop
• 2:20
  and
• 2:20
  marketplaces.
• 2:21
  Investor
• 2:22
  in
• 2:22
  Europe
• 2:22
  at
• 2:22
  Philips,
• 2:23
  you
• 2:24
  basically
• 2:24
  built
• 2:25
  TikTok
• 2:25
  shop
• 2:26
  presence
• 2:26
  in
• 2:27
  the
• 2:27
  UK
• 2:27
  from
• 2:28
  scratch
• 2:28
  and
• 2:28
  you're
• 2:29
  now
• 2:29
  expanding
• 2:29
  that
• 2:30
  across
• 2:30
  Germany,
• 2:30
  France
• 2:31
  and
• 2:31
  Bey.
• 2:32
  So
• 2:33
  Philips
• 2:33
  was
• 2:33
  nominated
• 2:34
  at
• 2:34
  the
• 2:34
  TikTok
• 2:34
  Awards
• 2:35
  for
• 2:35
  Discovery
• 2:36
  content.
• 2:36
  Right.
• 2:37
  And
• 2:37
  you
• 2:38
  were
• 2:38
  in
• 2:38
  this
• 2:38
  panel
• 2:39
  discussion
• 2:39
  as
• 2:39
  well,
• 2:40
  where
• 2:40
  I
• 2:40
  thought
• 2:41
  like,
• 2:41
  okay,
• 2:41
  wow,
• 2:42
  that's
• 2:42
  interesting.
• 2:43
  Such
• 2:43
  an
• 2:44
  old
• 2:45
  company,
• 2:46
  right?
• 2:47
  So
• 2:48
  with
• 2:49
  such
• 2:49
  a
• 2:49
  track
• 2:49
  on
• 2:50
  record
• 2:50
  for
• 2:51
  such
• 2:51
  a
• 2:51
  new
• 2:51
  marketplace,
• 2:52
  which
• 2:52
  really
• 2:53
  needs
• 2:53
  to
• 2:53
  be
• 2:54
  handled
• 2:54
  differently,
• 2:55
  I
• 2:55
  would
• 2:55
  say,
• 2:56
  and
• 2:56
  that's
• 2:56
  also
• 2:56
  what
• 2:57
  we
• 2:57
  will
• 2:57
  talk
• 2:57
  today
• 2:57
  about.
• 2:59
  So,
• 2:59
  yeah,
• 3:00
  quite
• 3:00
  a
• 3:00
  feat
• 3:01
  for
• 3:01
  such
• 3:01
  an
• 3:01
  old
• 3:01
  company.
• 3:02
  And
• 3:02
  I'm
• 3:02
  looking
• 3:02
  really
• 3:02
  forward
• 3:03
  to
• 3:03
  what
• 3:03
  we
• 3:04
  are
• 3:04
  learning
• 3:04
  from
• 3:04
  you
• 3:04
  today
• 3:05
  and
• 3:06
  how
• 3:06
  you
• 3:06
  managed
• 3:06
  to
• 3:06
  do
• 3:06
  this.
• 3:08
  Thank
• 3:08
  you,
• 3:08
  Valerie.
• 3:08
  Thank
• 3:09
  you
• 3:09
  so
• 3:09
  much
• 3:09
  for
• 3:09
  the
• 3:09
  introduction.
• 3:10
  I'm
• 3:10
  really
• 3:10
  excited
• 3:11
  for
• 3:11
  our
• 3:11
  conversation.
• 3:12
  Yeah,
• 3:12
  me
• 3:13
  too.
• 3:13
  So,
• 3:14
  but
• 3:14
  before
• 3:14
  we
• 3:15
  dive
• 3:15
  in,
• 3:15
  let's
• 3:16
  hear
• 3:16
  a
• 3:16
  little
• 3:16
  bit
• 3:16
  more
• 3:17
  about
• 3:17
  yourself,
• 3:17
  Stephanie,
• 3:18
  with
• 3:19
  our
• 3:19
  three
• 3:20
  classic
• 3:20
  questions.
• 3:21
  The
• 3:21
  first
• 3:21
  one
• 3:21
  is,
• 3:21
  who
• 3:22
  are
• 3:22
  you?
• 3:23
  So,
• 3:23
  hi,
• 3:24
  everybody.
• 3:24
  I'm
• 3:24
  Stephanie
• 3:25
  Vanderpank
• 3:25
  Jones.
• 3:26
  I,
• 3:27
  as
• 3:27
  Valerie
• 3:28
  said,
• 3:28
  the
• 3:28
  commercial
• 3:28
  lead
• 3:29
  for
• 3:30
  Philips,
• 3:30
  managing
• 3:30
  the
• 3:31
  TikTok
• 3:31
  Shop
• 3:31
  business
• 3:32
  across
• 3:32
  Western
• 3:32
  Europe.
• 3:33
  I'm
• 3:34
  based
• 3:34
  in
• 3:34
  the
• 3:34
  uk.
• 3:35
  I've
• 3:35
  always
• 3:35
  been
• 3:36
  in
• 3:36
  sales.
• 3:36
  I've
• 3:36
  got
• 3:37
  a
• 3:37
  commercial,
• 3:38
  commercial
• 3:39
  Bones,
• 3:39
  as
• 3:39
  it
• 3:40
  said.
• 3:40
  But
• 3:40
  I
• 3:40
  think
• 3:41
  TikTok
• 3:41
  Shop's
• 3:41
  an
• 3:41
  interesting
• 3:42
  one
• 3:42
  because
• 3:42
  it's
• 3:42
  a
• 3:42
  real
• 3:42
  combination
• 3:43
  of
• 3:43
  marketing
• 3:43
  and
• 3:43
  sales.
• 3:44
  So
• 3:44
  I
• 3:44
  think
• 3:44
  anyone
• 3:44
  who
• 3:44
  goes
• 3:45
  into
• 3:45
  this
• 3:45
  space
• 3:46
  really
• 3:46
  has
• 3:46
  to
• 3:46
  flex
• 3:46
  between
• 3:47
  the
• 3:47
  two.
• 3:48
  But,
• 3:48
  yes,
• 3:49
  that's
• 3:49
  who
• 3:49
  I
• 3:49
  am.
• 3:49
  I'm
• 3:50
  based
• 3:50
  in
• 3:50
  the
• 3:50
  UK,
• 3:50
  but
• 3:51
  managing
• 3:52
  multiple
• 3:52
  countries
• 3:52
  across
• 3:53
  Western
• 3:53
  Europe
• 3:53
  when
• 3:53
  it
• 3:54
  comes
• 3:54
  to
• 3:54
  TikTok
• 3:54
  shop.
• 3:55
  Wow.
• 3:56
  And
• 3:56
  what
• 3:56
  would
• 3:57
  you
• 3:57
  say?
• 3:57
  What
• 3:57
  do
• 3:57
  you
• 3:57
  do
• 3:58
  best
• 3:58
  in
• 3:58
  the
• 3:58
  business,
• 3:58
  Stephanie?
• 4:00
  I
• 4:00
  think
• 4:01
  I
• 4:02
  am
• 4:02
  able
• 4:02
  to
• 4:02
  rally
• 4:03
  the
• 4:03
  troops
• 4:03
  pretty
• 4:04
  effectively,
• 4:04
  and
• 4:04
  I
• 4:04
  think
• 4:05
  with
• 4:05
  this
• 4:05
  channel,
• 4:05
  it's
• 4:05
  something
• 4:06
  you
• 4:06
  have
• 4:06
  to
• 4:06
  do,
• 4:06
  because
• 4:06
  you
• 4:07
  mentioned
• 4:07
  it
• 4:07
  a
• 4:07
  lot
• 4:07
  in
• 4:07
  your
• 4:07
  introduction,
• 4:08
  around
• 4:08
  the
• 4:09
  hesitancy
• 4:09
  that
• 4:10
  a
• 4:10
  lot
• 4:10
  of
• 4:10
  brands
• 4:11
  have
• 4:11
  around
• 4:11
  leaning
• 4:12
  into
• 4:12
  this
• 4:12
  channel.
• 4:13
  And
• 4:13
  that
• 4:13
  is
• 4:13
  felt,
• 4:14
  I
• 4:14
  think,
• 4:14
  in
• 4:14
  every
• 4:14
  business,
• 4:15
  because
• 4:15
  it's
• 4:15
  so
• 4:15
  new,
• 4:16
  it's
• 4:16
  so
• 4:16
  unknown.
• 4:18
  So
• 4:18
  I
• 4:18
  think
• 4:19
  one
• 4:19
  of
• 4:19
  my
• 4:20
  strengths
• 4:20
  is
• 4:20
  being
• 4:21
  able
• 4:21
  to
• 4:21
  get
• 4:21
  everybody
• 4:21
  united
• 4:22
  behind
• 4:23
  a
• 4:24
  vision
• 4:24
  and
• 4:25
  a
• 4:25
  direction
• 4:26
  that
• 4:26
  we
• 4:26
  want
• 4:27
  to
• 4:27
  go
• 4:27
  in
• 4:28
  and
• 4:28
  can
• 4:29
  convince
• 4:29
  even
• 4:29
  the
• 4:29
  doubters,
• 4:30
  because
• 4:30
  I
• 4:30
  think,
• 4:30
  you
• 4:30
  know,
• 4:31
  there
• 4:31
  are
• 4:31
  lots
• 4:31
  of
• 4:31
  doubters.
• 4:31
  It's
• 4:32
  a
• 4:32
  new
• 4:32
  channel,
• 4:32
  it's
• 4:32
  new
• 4:32
  for
• 4:33
  everybody.
• 4:34
  So
• 4:34
  I
• 4:34
  would
• 4:34
  say
• 4:34
  that
• 4:34
  is
• 4:35
  one
• 4:35
  of
• 4:35
  my
• 4:35
  strengths.
• 4:35
  Yeah,
• 4:36
  Yeah.
• 4:37
  I
• 4:37
  can
• 4:37
  really
• 4:38
  see
• 4:38
  the
• 4:39
  sales
• 4:39
  bones.
• 4:42
  And
• 4:42
  that's
• 4:42
  actually
• 4:42
  what
• 4:43
  you
• 4:43
  need,
• 4:43
  right.
• 4:43
  To
• 4:43
  get
• 4:44
  through
• 4:44
  such
• 4:44
  a
• 4:45
  project
• 4:45
  in
• 4:45
  such
• 4:45
  a
• 4:45
  big
• 4:46
  company,
• 4:46
  you
• 4:47
  need
• 4:47
  to
• 4:47
  sell
• 4:47
  it
• 4:47
  internally,
• 4:48
  otherwise
• 4:48
  you
• 4:48
  don't
• 4:49
  have
• 4:49
  any
• 4:49
  chance.
• 4:50
  Okay,
• 4:51
  so
• 4:51
  let's
• 4:52
  tell
• 4:52
  us
• 4:52
  a
• 4:52
  fun
• 4:52
  fact
• 4:53
  about
• 4:53
  yourself
• 4:53
  that
• 4:54
  most
• 4:54
  of
• 4:54
  our
• 4:54
  listeners
• 4:55
  probably
• 4:55
  don't
• 4:56
  know.
• 4:56
  Okay.
• 4:57
  So
• 4:57
  I
• 4:58
  used
• 4:58
  to
• 4:58
  live
• 4:59
  in
• 4:59
  Singapore.
• 4:59
  So
• 4:59
  I
• 5:00
  spent
• 5:00
  about
• 5:00
  just
• 5:00
  over
• 5:01
  a
• 5:01
  year
• 5:01
  in
• 5:01
  Singapore
• 5:02
  when
• 5:02
  I
• 5:02
  was
• 5:02
  about
• 5:03
  19
• 5:03
  for
• 5:04
  a
• 5:04
  graduate
• 5:05
  exchange.
• 5:05
  And
• 5:05
  I
• 5:05
  fell
• 5:05
  in
• 5:06
  love
• 5:06
  with
• 5:06
  Southeast
• 5:07
  Asia.
• 5:07
  So
• 5:07
  I
• 5:07
  go
• 5:07
  back
• 5:08
  whenever
• 5:08
  I
• 5:09
  can.
• 5:09
  I
• 5:09
  got
• 5:09
  engaged
• 5:10
  there
• 5:12
  and
• 5:12
  I
• 5:14
  tried
• 5:14
  to
• 5:14
  get
• 5:14
  my
• 5:14
  kids
• 5:15
  really
• 5:15
  into
• 5:15
  Asian
• 5:16
  culture.
• 5:16
  So
• 5:17
  we
• 5:17
  go
• 5:18
  a
• 5:18
  lot
• 5:18
  to.
• 5:18
  We've
• 5:18
  got
• 5:19
  this
• 5:19
  amazing
• 5:19
  cafe
• 5:19
  locally.
• 5:20
  To
• 5:20
  us,
• 5:20
  it's
• 5:20
  a
• 5:20
  Hong
• 5:21
  Kong
• 5:21
  couple
• 5:21
  that
• 5:21
  do
• 5:22
  these
• 5:22
  like
• 5:22
  amazing
• 5:22
  noodle
• 5:23
  broths.
• 5:23
  And
• 5:24
  every
• 5:25
  Tuesday
• 5:25
  we
• 5:25
  have
• 5:25
  our
• 5:26
  little
• 5:26
  get
• 5:26
  together
• 5:26
  with
• 5:26
  the
• 5:27
  kids.
• 5:27
  I'm
• 5:27
  teaching
• 5:27
  them
• 5:27
  how
• 5:27
  to
• 5:27
  use
• 5:28
  their
• 5:28
  chopsticks.
• 5:28
  So
• 5:29
  I
• 5:29
  love
• 5:29
  Asian
• 5:30
  culture
• 5:31
  so
• 5:31
  that
• 5:31
  is
• 5:32
  a
• 5:32
  little
• 5:32
  fun
• 5:32
  fact
• 5:32
  about
• 5:32
  me.
• 5:34
  I
• 5:35
  can
• 5:35
  really
• 5:35
  relate
• 5:36
  to
• 5:36
  that
• 5:36
  one.
• 5:39
  Great
• 5:39
  Stephanie.
• 5:40
  So
• 5:40
  I'm
• 5:40
  really
• 5:40
  looking
• 5:40
  forward
• 5:41
  to
• 5:41
  getting
• 5:41
  into
• 5:42
  all
• 5:42
  of
• 5:43
  this
• 5:43
  with
• 5:43
  you.
• 5:44
  But
• 5:44
  before
• 5:44
  we
• 5:45
  do,
• 5:45
  a
• 5:45
  very
• 5:45
  quick
• 5:45
  word
• 5:46
  from
• 5:46
  our
• 5:46
  partner
• 5:46
  Channel
• 5:47
  Engine.
• 5:53
  20,000
• 5:54
  SKUs
• 5:55
  across
• 5:55
  seven
• 5:56
  Kaufland
• 5:56
  markets
• 5:57
  without
• 5:57
  starting
• 5:58
  from
• 5:58
  scratch
• 5:59
  seven
• 5:59
  times.
• 6:00
  It
• 6:00
  sounds
• 6:00
  technical
• 6:01
  at
• 6:01
  first,
• 6:01
  but
• 6:02
  it's
• 6:02
  actually
• 6:02
  a
• 6:03
  pretty
• 6:03
  interesting
• 6:03
  case.
• 6:04
  Together
• 6:05
  with
• 6:05
  Channel
• 6:05
  Engine,
• 6:06
  we
• 6:06
  took
• 6:06
  a
• 6:06
  closer
• 6:07
  look
• 6:07
  at
• 6:07
  how
• 6:07
  Handy
• 6:08
  Hohen
• 6:08
  Punktee
• 6:09
  transferred
• 6:09
  its
• 6:10
  existing
• 6:10
  Kaufland
• 6:11
  Marketplace
• 6:11
  Germany
• 6:12
  setup
• 6:12
  to
• 6:12
  the
• 6:12
  six
• 6:12
  additional
• 6:13
  Kaufland
• 6:13
  regions.
• 6:14
  And
• 6:15
  what
• 6:15
  is
• 6:15
  interesting
• 6:16
  is
• 6:16
  not
• 6:16
  just
• 6:16
  the
• 6:16
  numbers.
• 6:17
  Even
• 6:17
  though
• 6:17
  they
• 6:18
  are
• 6:18
  strong,
• 6:19
  individual
• 6:19
  markets
• 6:20
  were
• 6:20
  technically
• 6:21
  activated
• 6:21
  in
• 6:21
  around
• 6:22
  two
• 6:22
  hours.
• 6:23
  The
• 6:23
  new
• 6:23
  countries
• 6:24
  reached
• 6:24
  around
• 6:24
  50%
• 6:25
  of
• 6:25
  Germany's
• 6:26
  sales
• 6:27
  volume
• 6:27
  after
• 6:28
  one
• 6:28
  year
• 6:28
  and
• 6:28
  Italy
• 6:29
  is
• 6:29
  already
• 6:30
  number
• 6:30
  two
• 6:31
  after
• 6:31
  Germany.
• 6:32
  The
• 6:33
  real
• 6:33
  point
• 6:33
  is
• 6:33
  handehoegen.de
• 6:35
  did
• 6:35
  not
• 6:35
  have
• 6:36
  to
• 6:36
  start
• 6:36
  from
• 6:36
  zero
• 6:37
  for
• 6:37
  every
• 6:37
  country.
• 6:38
  Product
• 6:38
  data,
• 6:39
  pricing,
• 6:39
  stock
• 6:40
  and
• 6:40
  content
• 6:40
  were
• 6:41
  already
• 6:41
  connected
• 6:42
  through
• 6:42
  Channel
• 6:42
  Engine.
• 6:43
  Kaufland
• 6:44
  added
• 6:44
  the
• 6:44
  country
• 6:45
  marketplaces
• 6:45
  reach
• 6:46
  and
• 6:46
  translation
• 6:47
  support.
• 6:48
  That
• 6:48
  is
• 6:48
  where
• 6:49
  cross
• 6:49
  border
• 6:49
  is
• 6:49
  decided
• 6:50
  in
• 6:51
  practice.
• 6:51
  Not
• 6:52
  only
• 6:52
  in
• 6:52
  the
• 6:52
  question
• 6:53
  which
• 6:53
  country
• 6:54
  do
• 6:54
  I
• 6:54
  enter
• 6:54
  next,
• 6:55
  but
• 6:56
  can
• 6:56
  my
• 6:56
  setup
• 6:57
  actually
• 6:57
  support
• 6:58
  this
• 6:58
  next
• 6:59
  market
• 6:59
  properly?
• 7:00
  You
• 7:00
  can
• 7:00
  find
• 7:00
  the
• 7:01
  full
• 7:01
  case
• 7:01
  at
• 7:01
  Marketplace
• 7:02
  Universe
• 7:03
  website.
• 7:03
  The
• 7:03
  link
• 7:04
  is
• 7:04
  in
• 7:04
  the
• 7:04
  show
• 7:05
  notes.
• 7:09
  And
• 7:10
  now
• 7:11
  back
• 7:11
  to
• 7:11
  our
• 7:11
  main
• 7:11
  topic
• 7:12
  and
• 7:12
  to
• 7:12
  Stephanie.
• 7:13
  So
• 7:14
  Stephanie,
• 7:16
  what
• 7:16
  we
• 7:16
  realized
• 7:17
  is
• 7:17
  like
• 7:17
  Philip
• 7:18
  is
• 7:18
  a
• 7:18
  130-year-old
• 7:19
  brand,
• 7:19
  right.
• 7:20
  What
• 7:20
  was
• 7:20
  the
• 7:21
  internal
• 7:21
  business
• 7:21
  case
• 7:22
  that
• 7:22
  convinced
• 7:23
  stakeholders
• 7:23
  officially
• 7:24
  to
• 7:24
  launch
• 7:24
  on
• 7:24
  TikTok
• 7:25
  shop
• 7:25
  in
• 7:25
  the
• 7:25
  UK?
• 7:25
  Because
• 7:26
  I
• 7:26
  mean
• 7:26
  TikTok
• 7:27
  shop
• 7:27
  in
• 7:27
  the
• 7:27
  UK
• 7:27
  was
• 7:27
  I
• 7:28
  guess
• 7:28
  the
• 7:28
  first
• 7:28
  one.
• 7:29
  Right.
• 7:30
  And
• 7:31
  what
• 7:33
  committed
• 7:33
  them
• 7:34
  to
• 7:34
  build
• 7:34
  out
• 7:35
  Western
• 7:35
  Europe?
• 7:36
  Yeah.
• 7:37
  So
• 7:37
  UK
• 7:38
  was
• 7:38
  the
• 7:38
  first
• 7:38
  in
• 7:38
  Western
• 7:39
  Europe,
• 7:39
  but
• 7:39
  we
• 7:40
  were
• 7:40
  actually
• 7:40
  already
• 7:40
  live
• 7:40
  in
• 7:41
  Southeast
• 7:41
  Asia
• 7:41
  because
• 7:42
  that's
• 7:42
  where
• 7:42
  TikTok
• 7:42
  shop
• 7:43
  originated.
• 7:43
  Right.
• 7:44
  And
• 7:45
  I
• 7:45
  think
• 7:45
  what
• 7:45
  we
• 7:45
  really
• 7:46
  saw
• 7:46
  very
• 7:46
  quickly
• 7:47
  was
• 7:47
  where
• 7:48
  our
• 7:48
  consumers
• 7:49
  were
• 7:49
  spending
• 7:50
  a
• 7:50
  lot
• 7:50
  of
• 7:50
  time
• 7:50
  was
• 7:51
  on
• 7:51
  this
• 7:51
  platform.
• 7:52
  So
• 7:52
  over
• 7:53
  80%
• 7:53
  of
• 7:53
  our
• 7:54
  consumers
• 7:54
  were
• 7:54
  spending
• 7:55
  more
• 7:55
  than
• 7:55
  two
• 7:55
  hours.
• 7:56
  I
• 7:56
  think
• 7:56
  it
• 7:56
  was
• 7:57
  like
• 7:57
  two
• 7:57
  and
• 7:57
  a
• 7:57
  half
• 7:57
  hours
• 7:57
  worth
• 7:58
  of
• 7:58
  time
• 7:58
  on
• 7:59
  the
• 7:59
  app
• 7:59
  every
• 7:59
  day.
• 8:01
  And
• 8:01
  so
• 8:01
  it
• 8:01
  was
• 8:01
  kind
• 8:02
  of
• 8:02
  a
• 8:02
  no
• 8:02
  brainer
• 8:02
  for
• 8:03
  us
• 8:03
  that
• 8:03
  we
• 8:03
  needed
• 8:03
  to
• 8:03
  be
• 8:04
  where
• 8:04
  our
• 8:04
  consumers
• 8:04
  were.
• 8:05
  And
• 8:06
  I
• 8:07
  think
• 8:07
  as
• 8:07
  TikTok
• 8:08
  shop
• 8:08
  was
• 8:08
  evolving
• 8:09
  and
• 8:09
  they
• 8:09
  set
• 8:10
  out
• 8:10
  their
• 8:10
  very
• 8:10
  clear
• 8:11
  roadmap
• 8:11
  of
• 8:12
  how
• 8:12
  many
• 8:12
  countries
• 8:12
  they
• 8:13
  really
• 8:13
  wanted
• 8:13
  to
• 8:13
  expand
• 8:13
  to,
• 8:14
  I
• 8:14
  think
• 8:14
  for
• 8:14
  us
• 8:14
  it
• 8:14
  was
• 8:14
  very
• 8:15
  clear
• 8:15
  that
• 8:15
  we
• 8:15
  needed
• 8:15
  to
• 8:16
  jump
• 8:17
  on
• 8:17
  that
• 8:17
  as
• 8:17
  quickly
• 8:18
  we
• 8:18
  could
• 8:19
  become
• 8:19
  experts
• 8:21
  because
• 8:21
  it
• 8:21
  was
• 8:21
  something
• 8:21
  that
• 8:22
  was
• 8:22
  not
• 8:22
  going
• 8:22
  to
• 8:22
  be
• 8:23
  going
• 8:23
  away.
• 8:23
  And
• 8:24
  I
• 8:24
  think
• 8:24
  the
• 8:24
  beauty
• 8:25
  of
• 8:25
  Philips
• 8:25
  is
• 8:26
  they're
• 8:26
  innovators,
• 8:26
  we're
• 8:27
  innovators
• 8:27
  as
• 8:27
  a
• 8:28
  brand,
• 8:28
  you
• 8:28
  know,
• 8:28
  even
• 8:29
  from
• 8:29
  my
• 8:29
  product
• 8:29
  development
• 8:30
  but
• 8:30
  also
• 8:30
  how
• 8:30
  we
• 8:30
  structure
• 8:31
  ourselves
• 8:32
  from
• 8:32
  an
• 8:32
  organization
• 8:33
  perspective
• 8:33
  and
• 8:33
  I
• 8:33
  think,
• 8:35
  you
• 8:35
  know
• 8:35
  this
• 8:36
  is
• 8:36
  a
• 8:36
  very
• 8:36
  innovative
• 8:37
  channel.
• 8:37
  So
• 8:37
  I
• 8:38
  think
• 8:38
  it
• 8:38
  was
• 8:38
  a
• 8:38
  natural
• 8:38
  fit
• 8:39
  for
• 8:39
  Philips
• 8:39
  but
• 8:39
  ultimately
• 8:40
  it
• 8:40
  came
• 8:40
  down
• 8:40
  to
• 8:42
  being
• 8:42
  where
• 8:43
  our
• 8:43
  consumers
• 8:43
  were.
• 8:44
  Okay,
• 8:45
  and
• 8:45
  what
• 8:46
  kind
• 8:46
  of
• 8:46
  like
• 8:46
  products
• 8:47
  did
• 8:47
  you
• 8:47
  start
• 8:47
  with
• 8:48
  on
• 8:48
  TikTok
• 8:48
  shop?
• 8:48
  Because
• 8:49
  I
• 8:49
  mean
• 8:49
  Philips
• 8:49
  has
• 8:49
  like
• 8:50
  a
• 8:50
  really
• 8:50
  wide
• 8:50
  range
• 8:51
  of
• 8:51
  products.
• 8:51
  Right,
• 8:52
  so
• 8:53
  what
• 8:53
  were
• 8:53
  the
• 8:54
  kind
• 8:54
  of
• 8:54
  products
• 8:54
  you
• 8:54
  said
• 8:55
  like?
• 8:55
  Okay,
• 8:55
  these
• 8:55
  are
• 8:56
  really
• 8:56
  fitting
• 8:57
  also
• 8:57
  to
• 8:57
  TikTok.
• 8:58
  Yeah,
• 8:59
  so
• 8:59
  we
• 8:59
  started
• 9:00
  with
• 9:01
  some
• 9:01
  low
• 9:01
  end
• 9:02
  products
• 9:02
  because
• 9:02
  I
• 9:03
  think
• 9:03
  it's
• 9:03
  quite
• 9:03
  common
• 9:03
  knowledge
• 9:04
  that
• 9:04
  generally
• 9:04
  the,
• 9:05
  the
• 9:05
  price
• 9:05
  point
• 9:05
  that
• 9:06
  works
• 9:06
  on
• 9:06
  TikTok
• 9:06
  shop
• 9:07
  is
• 9:07
  around
• 9:07
  €30
• 9:08
  or
• 9:08
  and
• 9:08
  it's
• 9:09
  similar
• 9:09
  in
• 9:09
  the
• 9:09
  UK
• 9:09
  it's
• 9:09
  around
• 9:10
  25
• 9:10
  to
• 9:11
  30
• 9:11
  pounds.
• 9:12
  So
• 9:12
  we
• 9:12
  started
• 9:13
  with
• 9:13
  relatively
• 9:14
  low
• 9:14
  end,
• 9:14
  low
• 9:15
  consideration
• 9:15
  products
• 9:16
  that
• 9:16
  wouldn't
• 9:17
  require
• 9:17
  a
• 9:17
  huge
• 9:17
  amount
• 9:18
  of
• 9:18
  education.
• 9:18
  So
• 9:19
  think
• 9:19
  shavers,
• 9:21
  think
• 9:21
  beauty
• 9:22
  devices.
• 9:22
  We've
• 9:23
  got
• 9:23
  a
• 9:23
  facial
• 9:23
  hair
• 9:23
  remover
• 9:24
  which
• 9:24
  is
• 9:24
  one
• 9:24
  of
• 9:24
  our
• 9:24
  top
• 9:24
  sellers
• 9:25
  and
• 9:25
  we've
• 9:25
  continued
• 9:26
  to
• 9:26
  actually
• 9:27
  to
• 9:28
  build
• 9:28
  on
• 9:28
  those
• 9:28
  products
• 9:29
  and
• 9:29
  they're
• 9:29
  still
• 9:29
  our
• 9:30
  top
• 9:30
  sellers
• 9:30
  but
• 9:30
  over
• 9:31
  time
• 9:31
  we've
• 9:31
  been
• 9:31
  able
• 9:32
  to
• 9:32
  add
• 9:32
  higher
• 9:33
  price
• 9:33
  points.
• 9:34
  So
• 9:34
  one
• 9:34
  of
• 9:34
  our
• 9:34
  most
• 9:35
  expensive
• 9:35
  products
• 9:36
  is
• 9:36
  the
• 9:36
  La
• 9:36
  Mer
• 9:37
  device
• 9:37
  which
• 9:37
  is
• 9:37
  a
• 9:38
  IPL
• 9:38
  hair
• 9:38
  removal
• 9:39
  device
• 9:39
  and
• 9:39
  it
• 9:39
  retails
• 9:40
  for
• 9:40
  up
• 9:40
  to
• 9:41
  €400.
• 9:42
  Um,
• 9:43
  there
• 9:43
  is
• 9:43
  a
• 9:43
  different
• 9:44
  technique
• 9:44
  and
• 9:44
  there's
• 9:45
  different
• 9:45
  commercial
• 9:45
  levers
• 9:46
  that
• 9:46
  you
• 9:46
  need
• 9:46
  to
• 9:46
  utilize
• 9:47
  for
• 9:47
  your
• 9:48
  higher
• 9:48
  price
• 9:48
  point
• 9:49
  versus
• 9:49
  your
• 9:49
  lower
• 9:50
  price
• 9:50
  point.
• 9:50
  But
• 9:51
  both
• 9:51
  can
• 9:51
  work
• 9:51
  on
• 9:52
  the
• 9:52
  platform.
• 9:53
  Um,
• 9:53
  and
• 9:54
  so
• 9:54
  we've
• 9:55
  had
• 9:55
  success
• 9:55
  in
• 9:55
  both
• 9:55
  but
• 9:56
  in
• 9:56
  just
• 9:56
  in
• 9:56
  different
• 9:57
  ways.
• 9:57
  So
• 9:57
  now
• 9:58
  if
• 9:58
  we
• 9:58
  look
• 9:58
  at
• 9:58
  our
• 9:58
  range
• 9:59
  is
• 9:59
  a,
• 9:59
  a
• 9:59
  really
• 9:59
  great
• 10:00
  blend
• 10:00
  of
• 10:01
  high
• 10:01
  to
• 10:01
  low
• 10:01
  which
• 10:02
  I
• 10:02
  think
• 10:02
  is
• 10:02
  very
• 10:02
  confusing
• 10:02
  for
• 10:03
  actually
• 10:03
  a
• 10:03
  lot
• 10:03
  of
• 10:03
  people
• 10:04
  because
• 10:04
  they
• 10:04
  still
• 10:04
  think
• 10:05
  it
• 10:05
  would
• 10:05
  be
• 10:05
  in
• 10:05
  the
• 10:05
  low.
• 10:06
  Um,
• 10:07
  but
• 10:07
  yes
• 10:08
  it
• 10:08
  is
• 10:08
  a
• 10:08
  blend.
• 10:10
  Okay,
• 10:10
  that's
• 10:11
  quite
• 10:11
  interesting
• 10:11
  because
• 10:12
  that's
• 10:13
  also
• 10:13
  what
• 10:13
  you
• 10:13
  hear
• 10:13
  like
• 10:14
  oh
• 10:14
  we
• 10:14
  can
• 10:14
  just
• 10:14
  sell
• 10:15
  low
• 10:15
  price
• 10:16
  items.
• 10:17
  Right.
• 10:17
  And
• 10:17
  like
• 10:19
  so
• 10:19
  okay,
• 10:19
  I'm
• 10:19
  really
• 10:19
  interested
• 10:20
  about,
• 10:20
  to
• 10:20
  hear
• 10:22
  more
• 10:22
  about
• 10:22
  that
• 10:23
  one.
• 10:24
  Established
• 10:25
  brands
• 10:25
  actually
• 10:25
  often
• 10:26
  harbor
• 10:26
  reservations
• 10:27
  about
• 10:27
  TikTok
• 10:27
  and
• 10:28
  brand
• 10:28
  safety
• 10:28
  concerns.
• 10:29
  It's
• 10:29
  two
• 10:30
  Gen
• 10:30
  Z
• 10:30
  argument
• 10:31
  tension
• 10:31
  with
• 10:31
  traditional
• 10:32
  E
• 10:32
  commerce
• 10:32
  logic,
• 10:33
  et
• 10:33
  cetera.
• 10:34
  How
• 10:34
  did
• 10:34
  you
• 10:34
  manage
• 10:35
  that?
• 10:35
  Internal
• 10:36
  friction.
• 10:38
  I
• 10:38
  think
• 10:38
  it's
• 10:38
  one
• 10:38
  of
• 10:39
  those
• 10:39
  things
• 10:39
  where
• 10:39
  you
• 10:40
  need
• 10:40
  to
• 10:40
  get
• 10:40
  your
• 10:41
  senior
• 10:42
  leadership
• 10:42
  team
• 10:43
  buy
• 10:43
  in
• 10:43
  ultimately
• 10:44
  in
• 10:45
  the
• 10:45
  beginning
• 10:46
  and
• 10:47
  then
• 10:48
  of
• 10:48
  course
• 10:48
  like
• 10:49
  we
• 10:49
  were
• 10:49
  saying
• 10:49
  in
• 10:49
  the
• 10:49
  Introduction
• 10:50
  manage
• 10:51
  internal
• 10:51
  stakeholders
• 10:52
  I
• 10:52
  think
• 10:52
  it's
• 10:52
  a
• 10:53
  continuous
• 10:53
  thing
• 10:53
  because
• 10:54
  especially
• 10:55
  in
• 10:55
  an
• 10:55
  organization
• 10:56
  the
• 10:56
  size
• 10:56
  of
• 10:56
  Philips,
• 10:57
  it's
• 10:57
  a
• 10:57
  big
• 10:57
  organization
• 10:59
  and
• 11:00
  if
• 11:00
  we
• 11:00
  are
• 11:00
  expanding
• 11:01
  into
• 11:01
  more
• 11:01
  markets,
• 11:02
  it's
• 11:02
  more
• 11:03
  people
• 11:03
  to
• 11:03
  engage
• 11:03
  with
• 11:04
  each.
• 11:04
  Each
• 11:04
  country
• 11:05
  that
• 11:05
  we
• 11:05
  launch
• 11:06
  into
• 11:06
  is
• 11:06
  another
• 11:08
  set
• 11:08
  of
• 11:08
  stakeholders
• 11:09
  that
• 11:09
  you
• 11:09
  need
• 11:09
  to
• 11:09
  manage.
• 11:10
  So
• 11:10
  I
• 11:10
  think
• 11:11
  it's
• 11:11
  a
• 11:11
  continuous
• 11:11
  thing
• 11:12
  if
• 11:12
  I'm
• 11:12
  honest
• 11:12
  and
• 11:12
  it's
• 11:13
  an
• 11:13
  educational
• 11:13
  thing.
• 11:15
  So
• 11:15
  TikTok
• 11:16
  and
• 11:16
  TikTok
• 11:16
  shop
• 11:17
  is
• 11:17
  so
• 11:17
  new
• 11:17
  and
• 11:18
  especially
• 11:18
  in
• 11:18
  some
• 11:18
  of
• 11:19
  the
• 11:19
  newer
• 11:19
  markets
• 11:19
  where
• 11:21
  TikTok
• 11:21
  shop
• 11:23
  their
• 11:23
  go
• 11:24
  to
• 11:24
  market
• 11:24
  is
• 11:24
  very
• 11:25
  quick.
• 11:25
  So
• 11:26
  it
• 11:26
  will
• 11:27
  if
• 11:27
  you're
• 11:27
  in
• 11:28
  for
• 11:28
  instance
• 11:28
  Austria,
• 11:29
  TikTok
• 11:29
  shop
• 11:29
  have
• 11:29
  just
• 11:30
  announced
• 11:30
  that
• 11:30
  they're
• 11:30
  going
• 11:30
  to
• 11:30
  be
• 11:30
  launching
• 11:31
  in
• 11:31
  Austria,
• 11:31
  which
• 11:31
  is
• 11:31
  super
• 11:32
  exciting.
• 11:32
  But
• 11:32
  if
• 11:33
  you're
• 11:33
  in
• 11:33
  Austria
• 11:33
  currently,
• 11:34
  you
• 11:34
  won't
• 11:34
  even
• 11:34
  know
• 11:35
  what
• 11:35
  the
• 11:35
  TikTok
• 11:35
  shop
• 11:35
  functionality
• 11:36
  looks
• 11:36
  like
• 11:36
  until
• 11:37
  it
• 11:37
  launches
• 11:37
  on
• 11:37
  that
• 11:38
  day.
• 11:38
  So
• 11:39
  the
• 11:39
  learning,
• 11:40
  it's
• 11:40
  a
• 11:40
  very
• 11:40
  steep
• 11:41
  learning
• 11:41
  curve.
• 11:41
  You
• 11:41
  have
• 11:41
  to
• 11:42
  learn
• 11:42
  pretty
• 11:42
  quickly.
• 11:43
  So
• 11:44
  a
• 11:44
  lot
• 11:44
  of
• 11:44
  what
• 11:44
  my
• 11:44
  team
• 11:45
  do
• 11:45
  is
• 11:45
  education
• 11:46
  around
• 11:46
  the
• 11:46
  business
• 11:47
  to
• 11:47
  make
• 11:47
  sure
• 11:47
  that
• 11:47
  everybody
• 11:48
  understands
• 11:48
  how
• 11:48
  the
• 11:49
  app
• 11:49
  works
• 11:50
  and
• 11:50
  listening,
• 11:51
  listening
• 11:52
  to
• 11:52
  what
• 11:52
  people's
• 11:52
  concerns
• 11:53
  are
• 11:53
  in
• 11:54
  terms
• 11:54
  of
• 11:54
  the
• 11:54
  sort
• 11:54
  of
• 11:55
  brand
• 11:55
  safety
• 11:55
  and
• 11:55
  brand
• 11:56
  equity
• 11:56
  piece
• 11:56
  that
• 11:56
  feeds
• 11:57
  into
• 11:57
  that
• 11:57
  as
• 11:58
  a
• 11:58
  kind
• 11:59
  of
• 11:59
  a
• 11:59
  totality.
• 12:00
  And
• 12:01
  we
• 12:01
  started
• 12:02
  out
• 12:02
  with
• 12:02
  quite
• 12:02
  clear
• 12:03
  guardrails
• 12:03
  as
• 12:03
  to
• 12:04
  kind
• 12:04
  of
• 12:04
  how
• 12:04
  we
• 12:04
  were
• 12:04
  going
• 12:04
  to
• 12:05
  operate
• 12:05
  and
• 12:06
  things
• 12:06
  that
• 12:06
  we,
• 12:07
  we
• 12:07
  weren't
• 12:07
  comfortable
• 12:08
  with.
• 12:08
  And
• 12:08
  as
• 12:08
  we've
• 12:09
  gone
• 12:09
  along
• 12:10
  we've
• 12:10
  had
• 12:10
  to
• 12:11
  adapt
• 12:11
  that
• 12:11
  because
• 12:12
  our,
• 12:13
  our
• 12:14
  business
• 12:14
  has
• 12:14
  evolved,
• 12:15
  how
• 12:15
  we've
• 12:15
  operated
• 12:16
  on
• 12:16
  the
• 12:16
  platform
• 12:16
  has
• 12:17
  evolved
• 12:18
  and
• 12:18
  so
• 12:18
  now
• 12:19
  we
• 12:19
  have
• 12:19
  for
• 12:20
  instance
• 12:20
  engagement
• 12:21
  with
• 12:21
  creators.
• 12:21
  We
• 12:22
  have
• 12:22
  very
• 12:22
  clear
• 12:22
  guidelines
• 12:23
  as
• 12:23
  to
• 12:24
  what
• 12:24
  we
• 12:24
  do
• 12:26
  do's
• 12:26
  and
• 12:26
  don'ts
• 12:27
  in
• 12:27
  terms
• 12:27
  of
• 12:28
  what
• 12:28
  their
• 12:28
  content
• 12:28
  should
• 12:28
  include.
• 12:29
  And
• 12:29
  I
• 12:29
  think
• 12:29
  I
• 12:29
  would
• 12:30
  urge
• 12:30
  any
• 12:30
  brand
• 12:30
  that
• 12:31
  is
• 12:31
  venturing
• 12:31
  into
• 12:32
  TikTok
• 12:32
  shop
• 12:32
  affiliate
• 12:33
  to
• 12:33
  start
• 12:33
  to
• 12:33
  do
• 12:34
  that
• 12:34
  because
• 12:34
  you
• 12:35
  of
• 12:35
  course
• 12:35
  have
• 12:35
  less
• 12:36
  control
• 12:36
  over
• 12:37
  content
• 12:37
  than
• 12:37
  you
• 12:38
  paid
• 12:38
  influencer
• 12:39
  partnership
• 12:39
  where
• 12:39
  there's
• 12:40
  scripting,
• 12:40
  there's
• 12:41
  rounds
• 12:41
  of
• 12:41
  edits.
• 12:42
  So
• 12:42
  it's
• 12:43
  a
• 12:43
  very
• 12:43
  different
• 12:43
  way
• 12:44
  of
• 12:44
  working.
• 12:44
  But
• 12:44
  I
• 12:45
  think
• 12:45
  as
• 12:45
  long
• 12:45
  as
• 12:45
  you
• 12:45
  are
• 12:46
  putting
• 12:46
  steps
• 12:46
  in
• 12:47
  place
• 12:47
  to
• 12:48
  make
• 12:48
  sure
• 12:48
  that
• 12:48
  you're
• 12:48
  getting
• 12:48
  the
• 12:49
  best
• 12:49
  quality
• 12:49
  outputs,
• 12:50
  I
• 12:50
  think
• 12:50
  that
• 12:50
  is
• 12:51
  as
• 12:52
  much
• 12:52
  as
• 12:52
  you
• 12:52
  can
• 12:52
  do
• 12:52
  as
• 12:53
  a
• 12:53
  brand.
• 12:53
  So
• 12:53
  even
• 12:54
  beyond
• 12:54
  that,
• 12:54
  things
• 12:55
  like
• 12:55
  educational
• 12:56
  webinars
• 12:57
  to
• 12:57
  affiliates,
• 12:58
  making
• 12:58
  sure
• 12:58
  that
• 12:58
  you're
• 12:59
  engaging
• 12:59
  with
• 12:59
  them
• 12:59
  constantly
• 13:00
  on
• 13:00
  lark,
• 13:01
  sharing
• 13:01
  best
• 13:01
  practice,
• 13:02
  having
• 13:03
  one
• 13:03
  to
• 13:03
  one
• 13:03
  conversations.
• 13:04
  And
• 13:06
  this
• 13:06
  is
• 13:06
  where
• 13:06
  I
• 13:06
  think
• 13:06
  there's
• 13:07
  a
• 13:07
  lot
• 13:07
  of
• 13:07
  heavy
• 13:07
  lifting
• 13:08
  actually
• 13:08
  involved
• 13:09
  in
• 13:09
  this
• 13:09
  channel.
• 13:09
  So
• 13:09
  to
• 13:10
  your
• 13:10
  earlier
• 13:10
  point
• 13:10
  where
• 13:10
  the
• 13:11
  brands
• 13:11
  sort
• 13:11
  of
• 13:11
  say
• 13:12
  I've
• 13:12
  tried
• 13:12
  it,
• 13:12
  that
• 13:12
  they
• 13:13
  go
• 13:14
  I
• 13:14
  never
• 13:14
  believe
• 13:15
  that
• 13:15
  because
• 13:15
  I'm
• 13:15
  like,
• 13:15
  you
• 13:15
  can't
• 13:16
  have
• 13:16
  tried
• 13:16
  it
• 13:16
  because
• 13:16
  it's
• 13:17
  hours
• 13:17
  of
• 13:17
  work.
• 13:18
  There's
• 13:18
  so
• 13:18
  much
• 13:19
  that
• 13:19
  goes
• 13:19
  into
• 13:20
  engaging
• 13:20
  with
• 13:20
  these
• 13:21
  affiliates
• 13:21
  and
• 13:21
  making
• 13:21
  sure
• 13:22
  that
• 13:22
  it
• 13:23
  works
• 13:23
  for
• 13:23
  both
• 13:23
  parties,
• 13:24
  because
• 13:25
  ultimately
• 13:25
  the
• 13:25
  affiliates,
• 13:27
  and
• 13:27
  I'm
• 13:27
  just
• 13:27
  honing
• 13:27
  your
• 13:28
  affiliates,
• 13:28
  there's
• 13:28
  so
• 13:28
  many
• 13:28
  parts
• 13:29
  to
• 13:29
  take
• 13:29
  shop.
• 13:29
  But
• 13:30
  affiliates
• 13:31
  are
• 13:31
  a
• 13:31
  huge
• 13:31
  part
• 13:32
  of
• 13:32
  what
• 13:32
  will
• 13:32
  drive
• 13:32
  your
• 13:33
  success
• 13:33
  on
• 13:33
  the
• 13:33
  platform.
• 13:34
  And
• 13:34
  if
• 13:34
  you
• 13:34
  don't
• 13:35
  get
• 13:35
  them
• 13:35
  behind
• 13:36
  what
• 13:36
  you're,
• 13:37
  what
• 13:37
  you're
• 13:37
  trying,
• 13:37
  trying
• 13:38
  to
• 13:38
  achieve,
• 13:38
  they
• 13:38
  will
• 13:39
  just
• 13:39
  follow
• 13:39
  the
• 13:39
  money,
• 13:39
  they
• 13:40
  will
• 13:40
  go
• 13:40
  to
• 13:40
  another
• 13:41
  brand
• 13:41
  where
• 13:41
  they
• 13:42
  know
• 13:42
  they
• 13:42
  can
• 13:42
  make
• 13:42
  sales
• 13:43
  and
• 13:43
  there's
• 13:43
  not
• 13:43
  so
• 13:43
  many
• 13:43
  restrictions.
• 13:44
  So
• 13:44
  you
• 13:44
  have
• 13:44
  to
• 13:45
  find
• 13:45
  this
• 13:45
  balance.
• 13:47
  And
• 13:47
  I
• 13:47
  think
• 13:47
  what
• 13:48
  we've
• 13:48
  done
• 13:49
  from
• 13:49
  going
• 13:49
  back
• 13:49
  to
• 13:49
  the
• 13:50
  educational
• 13:50
  point
• 13:51
  internally
• 13:51
  is
• 13:52
  also
• 13:52
  had
• 13:52
  to
• 13:52
  really
• 13:54
  educate
• 13:54
  the
• 13:54
  team
• 13:55
  on
• 13:56
  what
• 13:57
  good
• 13:57
  looks
• 13:57
  like
• 13:58
  on
• 13:58
  the
• 13:58
  platform,
• 13:59
  because
• 13:59
  what
• 13:59
  we
• 14:00
  found
• 14:00
  in
• 14:00
  some
• 14:00
  of
• 14:01
  these
• 14:01
  newer
• 14:01
  markets,
• 14:03
  the
• 14:03
  affiliates
• 14:04
  are
• 14:04
  so
• 14:04
  new
• 14:04
  to
• 14:05
  this
• 14:05
  type
• 14:05
  of
• 14:05
  selling.
• 14:06
  So
• 14:06
  in
• 14:06
  the
• 14:07
  UK,
• 14:07
  where
• 14:07
  TikTok
• 14:08
  shop
• 14:08
  has
• 14:08
  been
• 14:08
  around
• 14:08
  for
• 14:08
  about,
• 14:09
  you
• 14:09
  know,
• 14:09
  five
• 14:09
  years,
• 14:10
  the.
• 14:10
  The
• 14:10
  pool
• 14:11
  of
• 14:11
  talents
• 14:12
  that
• 14:12
  are
• 14:12
  working
• 14:13
  on
• 14:13
  TikTok
• 14:13
  Shop,
• 14:13
  the
• 14:14
  affiliate
• 14:14
  pool,
• 14:15
  they're
• 14:15
  very
• 14:15
  skilled
• 14:16
  at
• 14:16
  what
• 14:17
  sort
• 14:17
  of
• 14:17
  hooks
• 14:17
  work
• 14:18
  with
• 14:18
  content
• 14:19
  to
• 14:19
  drive
• 14:20
  conversion.
• 14:20
  But
• 14:21
  in
• 14:21
  some
• 14:21
  of
• 14:21
  the
• 14:21
  newer
• 14:21
  markets
• 14:22
  in
• 14:22
  Germany
• 14:22
  and
• 14:22
  Spain,
• 14:23
  where
• 14:24
  it's
• 14:24
  maybe
• 14:25
  influencers
• 14:25
  that
• 14:25
  are
• 14:25
  transitioning
• 14:26
  to
• 14:27
  TikTok
• 14:27
  shop
• 14:27
  affiliate,
• 14:28
  or
• 14:28
  it's
• 14:29
  people
• 14:29
  that
• 14:29
  are
• 14:29
  just
• 14:30
  brand
• 14:30
  new
• 14:30
  to
• 14:31
  being
• 14:31
  an
• 14:31
  affiliate
• 14:32
  altogether,
• 14:32
  it's
• 14:32
  a
• 14:32
  brand
• 14:33
  new
• 14:33
  skillset.
• 14:33
  So
• 14:33
  the
• 14:34
  types
• 14:34
  of
• 14:34
  hooks
• 14:35
  that
• 14:35
  they
• 14:35
  use
• 14:36
  are
• 14:36
  not
• 14:36
  so
• 14:37
  sophisticated
• 14:37
  as
• 14:37
  you
• 14:38
  would
• 14:38
  see
• 14:38
  in
• 14:38
  the
• 14:38
  uk.
• 14:40
  And
• 14:40
  we've
• 14:41
  had
• 14:41
  to
• 14:42
  educate
• 14:42
  the
• 14:42
  affiliates
• 14:43
  on,
• 14:43
  maybe
• 14:43
  try
• 14:44
  this,
• 14:44
  maybe
• 14:45
  talk
• 14:45
  about
• 14:45
  the
• 14:45
  product
• 14:46
  in
• 14:46
  this
• 14:46
  way,
• 14:46
  show
• 14:46
  this
• 14:46
  demonstration.
• 14:47
  And
• 14:48
  we've
• 14:48
  had
• 14:48
  to
• 14:49
  also
• 14:50
  educate
• 14:50
  our
• 14:50
  team.
• 14:51
  Like,
• 14:51
  we
• 14:51
  have
• 14:52
  to
• 14:52
  be
• 14:52
  patient.
• 14:52
  The
• 14:53
  skill
• 14:53
  set
• 14:53
  will
• 14:53
  rise,
• 14:54
  the
• 14:54
  bar
• 14:54
  will
• 14:55
  be
• 14:55
  risen,
• 14:55
  but
• 14:56
  it
• 14:56
  just
• 14:56
  takes
• 14:56
  time.
• 14:57
  So
• 14:57
  it's
• 14:58
  a
• 14:58
  continuous
• 14:58
  thing.
• 14:59
  Yeah,
• 15:00
  I
• 15:00
  can
• 15:01
  pretty
• 15:01
  much
• 15:01
  imagine
• 15:02
  that
• 15:02
  one.
• 15:03
  So
• 15:03
  you
• 15:03
  said,
• 15:03
  like,
• 15:04
  TikTok
• 15:04
  shop
• 15:05
  in
• 15:05
  UK
• 15:05
  is
• 15:05
  already
• 15:06
  there
• 15:06
  for
• 15:06
  five
• 15:06
  years
• 15:07
  and
• 15:07
  you
• 15:07
  started,
• 15:08
  so
• 15:09
  what
• 15:09
  or
• 15:10
  how
• 15:10
  did
• 15:10
  you
• 15:10
  originally
• 15:11
  start
• 15:11
  it?
• 15:12
  So
• 15:13
  we.
• 15:13
  So
• 15:13
  it's
• 15:14
  been
• 15:14
  around
• 15:14
  for
• 15:14
  five
• 15:14
  years,
• 15:14
  but
• 15:15
  we've
• 15:15
  only
• 15:15
  been
• 15:15
  in
• 15:15
  it
• 15:16
  for
• 15:16
  two
• 15:16
  years.
• 15:17
  So
• 15:17
  we
• 15:17
  originally
• 15:18
  started,
• 15:19
  we
• 15:19
  launched
• 15:19
  in
• 15:19
  September
• 15:20
  2024,
• 15:20
  but
• 15:21
  we
• 15:21
  started
• 15:22
  thinking
• 15:22
  about
• 15:23
  it
• 15:23
  and
• 15:23
  planning
• 15:23
  for
• 15:24
  it
• 15:24
  in
• 15:24
  the
• 15:24
  early
• 15:25
  stages
• 15:25
  of
• 15:25
  2024.
• 15:27
  I
• 15:28
  think
• 15:28
  it
• 15:29
  does
• 15:29
  take
• 15:29
  a
• 15:29
  long
• 15:30
  time
• 15:30
  to
• 15:30
  get
• 15:30
  your
• 15:30
  head
• 15:30
  around
• 15:31
  what
• 15:31
  the
• 15:31
  requirements
• 15:32
  are
• 15:32
  for
• 15:32
  the
• 15:32
  channel
• 15:33
  and
• 15:33
  find
• 15:33
  out
• 15:33
  your
• 15:34
  kind
• 15:34
  of
• 15:35
  operationally,
• 15:35
  how
• 15:35
  you're
• 15:36
  going
• 15:36
  to
• 15:36
  set
• 15:36
  yourselves
• 15:36
  up.
• 15:37
  So
• 15:37
  we
• 15:37
  spend
• 15:37
  a
• 15:37
  lot
• 15:38
  of
• 15:38
  time
• 15:38
  trying
• 15:39
  to
• 15:39
  figure
• 15:39
  out,
• 15:39
  right,
• 15:39
  what
• 15:39
  capabilities
• 15:40
  do
• 15:40
  we
• 15:40
  have
• 15:41
  in
• 15:41
  house?
• 15:42
  What
• 15:42
  do
• 15:42
  we
• 15:42
  need
• 15:42
  to
• 15:42
  source?
• 15:43
  And
• 15:43
  actually
• 15:44
  for
• 15:44
  this
• 15:44
  channel
• 15:44
  especially,
• 15:46
  there
• 15:47
  are
• 15:47
  very
• 15:47
  few
• 15:47
  brands
• 15:47
  that
• 15:48
  I
• 15:48
  know
• 15:48
  that
• 15:48
  I've
• 15:48
  spoken
• 15:48
  to
• 15:49
  and
• 15:49
  I've
• 15:49
  spoken
• 15:49
  to
• 15:49
  a
• 15:49
  lot
• 15:49
  of
• 15:50
  the
• 15:50
  brands
• 15:51
  that
• 15:51
  are
• 15:51
  top
• 15:52
  five
• 15:52
  in
• 15:52
  most
• 15:52
  of
• 15:52
  the
• 15:52
  markets.
• 15:53
  They
• 15:54
  don't
• 15:54
  have
• 15:54
  the
• 15:54
  entire
• 15:55
  skill
• 15:55
  set.
• 15:55
  Very
• 15:56
  few
• 15:56
  have
• 15:56
  a
• 15:56
  studio,
• 15:57
  live
• 15:58
  host
• 15:58
  on
• 15:58
  tap,
• 15:59
  a
• 15:59
  producer
• 16:02
  used
• 16:02
  to
• 16:02
  talking
• 16:02
  to
• 16:03
  400
• 16:03
  affiliates
• 16:03
  a
• 16:04
  day,
• 16:04
  all
• 16:04
  these
• 16:04
  skill
• 16:05
  sets.
• 16:05
  So
• 16:05
  I
• 16:05
  think
• 16:05
  you
• 16:05
  have
• 16:06
  to
• 16:06
  be
• 16:07
  figure
• 16:07
  out
• 16:07
  in
• 16:08
  those
• 16:08
  early
• 16:08
  few
• 16:08
  months
• 16:09
  what
• 16:09
  you
• 16:09
  can
• 16:09
  and
• 16:09
  cannot
• 16:10
  do
• 16:10
  and
• 16:10
  also
• 16:10
  what
• 16:11
  you
• 16:11
  want
• 16:11
  to
• 16:11
  achieve
• 16:11
  from
• 16:11
  the
• 16:12
  platform.
• 16:12
  What
• 16:13
  function
• 16:13
  does
• 16:13
  it
• 16:14
  serve?
• 16:14
  Is
• 16:14
  it
• 16:14
  a
• 16:14
  sales
• 16:15
  platform?
• 16:15
  Is
• 16:15
  it
• 16:15
  marketing?
• 16:16
  Is
• 16:16
  it
• 16:16
  both
• 16:18
  and
• 16:18
  what
• 16:18
  good
• 16:18
  looks
• 16:19
  like
• 16:19
  for
• 16:19
  you
• 16:19
  and
• 16:19
  what
• 16:19
  you
• 16:19
  ultimately
• 16:20
  want
• 16:20
  to
• 16:20
  achieve?
• 16:21
  So
• 16:21
  when
• 16:22
  we
• 16:22
  were
• 16:22
  starting
• 16:22
  out,
• 16:22
  we
• 16:22
  had
• 16:23
  to
• 16:23
  answer
• 16:23
  all
• 16:23
  of
• 16:23
  those
• 16:24
  questions
• 16:24
  before
• 16:25
  we
• 16:25
  activated
• 16:26
  and
• 16:26
  I
• 16:26
  would
• 16:27
  urge
• 16:27
  any
• 16:27
  brand
• 16:27
  to
• 16:28
  do
• 16:28
  that
• 16:28
  because
• 16:28
  I
• 16:28
  think
• 16:28
  a
• 16:28
  lot
• 16:28
  of
• 16:29
  people
• 16:29
  rush
• 16:30
  their
• 16:30
  way
• 16:30
  to
• 16:30
  launching,
• 16:31
  which
• 16:31
  is
• 16:31
  like
• 16:31
  speed
• 16:32
  over
• 16:32
  perfection,
• 16:32
  of
• 16:33
  course.
• 16:33
  But
• 16:34
  I
• 16:34
  think
• 16:34
  it's
• 16:35
  good
• 16:35
  to
• 16:35
  answer
• 16:35
  those
• 16:35
  questions
• 16:36
  before
• 16:36
  you
• 16:37
  activate.
• 16:38
  Yeah.
• 16:39
  And
• 16:41
  how
• 16:41
  was
• 16:41
  your
• 16:41
  business
• 16:42
  case
• 16:42
  in
• 16:42
  the
• 16:42
  beginning?
• 16:43
  Was
• 16:43
  it
• 16:43
  like,
• 16:43
  okay,
• 16:44
  like
• 16:45
  did
• 16:45
  you
• 16:45
  already
• 16:46
  needed
• 16:46
  to
• 16:47
  achieve
• 16:47
  really
• 16:52
  turnover
• 16:52
  and
• 16:53
  also
• 16:53
  be
• 16:54
  profitable
• 16:54
  or
• 16:55
  was
• 16:55
  it
• 16:55
  like,
• 16:56
  hey,
• 16:56
  here's
• 16:57
  some
• 16:57
  money,
• 16:58
  try
• 16:58
  it
• 16:58
  out
• 16:58
  and
• 16:58
  let's
• 16:59
  see
• 16:59
  how
• 16:59
  it
• 16:59
  works.
• 16:59
  So
• 17:00
  how
• 17:00
  was
• 17:00
  Philip's
• 17:01
  going
• 17:01
  with
• 17:01
  that
• 17:01
  one?
• 17:02
  So
• 17:03
  the
• 17:03
  first
• 17:03
  six
• 17:03
  months
• 17:04
  was
• 17:04
  a
• 17:04
  pilot.
• 17:05
  It
• 17:05
  was
• 17:05
  a
• 17:05
  pilot
• 17:06
  up
• 17:06
  until
• 17:07
  kind
• 17:07
  of
• 17:07
  Q1
• 17:08
  2025
• 17:09
  where
• 17:09
  we
• 17:09
  really
• 17:09
  started
• 17:09
  to
• 17:10
  see
• 17:10
  the
• 17:10
  performance
• 17:10
  pick
• 17:11
  up
• 17:11
  and
• 17:12
  we
• 17:12
  could
• 17:12
  see
• 17:12
  the
• 17:13
  impact
• 17:13
  in
• 17:13
  terms
• 17:14
  of
• 17:14
  the
• 17:14
  demand
• 17:15
  generation
• 17:15
  that
• 17:15
  the
• 17:16
  platform
• 17:16
  is
• 17:16
  offering
• 17:16
  us
• 17:17
  at
• 17:17
  like
• 17:17
  a
• 17:17
  wider
• 17:18
  retail
• 17:18
  ecosystem
• 17:19
  perspective.
• 17:20
  So
• 17:20
  at
• 17:20
  that
• 17:21
  point
• 17:21
  then
• 17:21
  we
• 17:21
  decided,
• 17:22
  right,
• 17:22
  okay,
• 17:23
  now
• 17:23
  we're
• 17:23
  going
• 17:23
  to
• 17:23
  put
• 17:23
  in
• 17:23
  place,
• 17:25
  you
• 17:26
  know,
• 17:26
  a
• 17:26
  real
• 17:26
  business
• 17:27
  case
• 17:27
  for
• 17:27
  expansion.
• 17:29
  And
• 17:29
  now
• 17:29
  we
• 17:29
  have
• 17:30
  very
• 17:30
  clear
• 17:30
  targets
• 17:30
  in
• 17:31
  terms
• 17:31
  of,
• 17:31
  you
• 17:32
  know,
• 17:32
  GMV
• 17:33
  metrics,
• 17:33
  product
• 17:33
  impression
• 17:34
  metrics
• 17:35
  that
• 17:35
  we
• 17:35
  are
• 17:35
  going
• 17:36
  after.
• 17:36
  But
• 17:36
  in
• 17:37
  the
• 17:37
  beginning
• 17:37
  it
• 17:37
  was
• 17:38
  very
• 17:38
  much
• 17:38
  a
• 17:38
  test
• 17:38
  and
• 17:38
  learn.
• 17:39
  And
• 17:39
  they
• 17:40
  say
• 17:41
  TikTok
• 17:41
  shops
• 17:42
  say
• 17:42
  there's
• 17:42
  a
• 17:42
  dark
• 17:42
  period
• 17:43
  of
• 17:43
  about
• 17:43
  six
• 17:44
  months
• 17:44
  where
• 17:45
  you're
• 17:45
  just
• 17:45
  figuring
• 17:45
  it
• 17:46
  out
• 17:46
  and
• 17:46
  you're
• 17:46
  testing
• 17:47
  and
• 17:47
  you're
• 17:47
  learning.
• 17:47
  I
• 17:48
  would
• 17:48
  argue
• 17:48
  it's
• 17:48
  more
• 17:48
  like
• 17:48
  nine
• 17:49
  months,
• 17:49
  but
• 17:50
  at
• 17:50
  least
• 17:51
  six
• 17:51
  months
• 17:51
  to
• 17:52
  get
• 17:52
  your
• 17:52
  head
• 17:52
  around
• 17:53
  it
• 17:53
  as
• 17:53
  a
• 17:53
  business
• 17:54
  and
• 17:54
  to
• 17:54
  start
• 17:55
  to
• 17:55
  test
• 17:55
  different
• 17:56
  commercial
• 17:56
  levers
• 17:57
  throughout
• 17:57
  the
• 17:58
  channel.
• 17:59
  So
• 17:59
  yes,
• 18:00
  for
• 18:00
  us
• 18:00
  we
• 18:00
  needed
• 18:01
  that
• 18:01
  time
• 18:02
  to
• 18:02
  do
• 18:02
  that
• 18:02
  testing.
• 18:04
  Yeah,
• 18:04
  that's
• 18:05
  actually
• 18:05
  pretty
• 18:06
  important
• 18:06
  to
• 18:06
  know,
• 18:07
  like
• 18:07
  to
• 18:07
  have
• 18:07
  like
• 18:07
  this
• 18:08
  dark
• 18:08
  time
• 18:08
  as
• 18:09
  you
• 18:09
  call
• 18:09
  it.
• 18:09
  Right.
• 18:10
  Because
• 18:10
  otherwise
• 18:11
  sometimes
• 18:11
  like
• 18:12
  the,
• 18:12
  if
• 18:12
  you,
• 18:13
  if
• 18:13
  you
• 18:13
  started
• 18:13
  a
• 18:13
  new
• 18:14
  marketplace,
• 18:14
  usually
• 18:15
  they
• 18:15
  were
• 18:15
  like,
• 18:15
  okay,
• 18:15
  like
• 18:16
  we
• 18:16
  have
• 18:16
  like
• 18:16
  three
• 18:16
  months
• 18:17
  to
• 18:17
  ramp
• 18:17
  up
• 18:18
  or
• 18:18
  something
• 18:18
  like
• 18:18
  that.
• 18:19
  And
• 18:19
  then
• 18:20
  if
• 18:20
  you
• 18:20
  are
• 18:21
  not
• 18:21
  profitable
• 18:21
  after,
• 18:22
  I
• 18:22
  don't
• 18:22
  know,
• 18:22
  six
• 18:22
  months,
• 18:23
  some,
• 18:23
  some
• 18:23
  company
• 18:24
  hats
• 18:24
  are
• 18:24
  like
• 18:25
  disappointed
• 18:26
  but
• 18:27
  you
• 18:27
  started
• 18:27
  this
• 18:27
  and
• 18:28
  like
• 18:28
  why
• 18:28
  doesn't
• 18:29
  it
• 18:29
  work
• 18:29
  etc.
• 18:30
  So
• 18:30
  if
• 18:30
  you
• 18:30
  already
• 18:31
  know
• 18:31
  up
• 18:31
  front,
• 18:31
  hey,
• 18:32
  you
• 18:32
  have
• 18:32
  like
• 18:32
  this
• 18:32
  dark
• 18:33
  time
• 18:33
  of
• 18:33
  six
• 18:33
  to
• 18:33
  ninth
• 18:34
  month,
• 18:35
  then
• 18:35
  everyone
• 18:35
  is
• 18:36
  already
• 18:36
  prepared
• 18:37
  and
• 18:37
  like
• 18:38
  can
• 18:38
  deal,
• 18:38
  you
• 18:38
  can
• 18:39
  deal
• 18:39
  better
• 18:39
  with
• 18:39
  the
• 18:39
  expectations
• 18:41
  like
• 18:41
  starting
• 18:42
  this
• 18:42
  business.
• 18:43
  So
• 18:43
  if
• 18:43
  you
• 18:43
  ramped
• 18:44
  up
• 18:44
  in
• 18:44
  Q1,
• 18:45
  2025,
• 18:46
  I
• 18:46
  mean
• 18:46
  that's
• 18:46
  like
• 18:47
  one
• 18:47
  and
• 18:47
  a
• 18:47
  half
• 18:47
  years
• 18:47
  ago.
• 18:49
  When
• 18:49
  did
• 18:50
  you
• 18:51
  started
• 18:52
  or
• 18:52
  decided
• 18:52
  to
• 18:53
  say
• 18:53
  like
• 18:53
  okay,
• 18:54
  now
• 18:54
  we
• 18:54
  want
• 18:54
  also
• 18:54
  to
• 18:55
  start
• 18:55
  with
• 18:55
  Germany,
• 18:56
  France
• 18:56
  because
• 18:56
  I
• 18:56
  mean
• 18:57
  you
• 18:57
  were
• 18:57
  in
• 18:57
  UK
• 18:57
  and
• 18:58
  you
• 18:58
  said
• 18:58
  like
• 18:58
  you
• 18:59
  have
• 18:59
  to
• 18:59
  talk
• 18:59
  with
• 18:59
  affiliates
• 19:00
  in
• 19:00
  Germany
• 19:01
  and
• 19:01
  to
• 19:01
  tell
• 19:02
  them
• 19:02
  like
• 19:02
  maybe
• 19:02
  like
• 19:03
  this
• 19:03
  hook
• 19:03
  works
• 19:03
  or
• 19:04
  that
• 19:04
  doesn't,
• 19:04
  et
• 19:04
  cetera.
• 19:05
  How
• 19:05
  do
• 19:05
  you
• 19:05
  do
• 19:06
  this?
• 19:06
  Like
• 19:06
  do
• 19:06
  you
• 19:06
  have
• 19:06
  like
• 19:07
  Germans
• 19:07
  and
• 19:07
  French
• 19:07
  people
• 19:08
  in
• 19:08
  your
• 19:08
  team
• 19:08
  or
• 19:09
  how
• 19:10
  do
• 19:10
  you
• 19:10
  do
• 19:10
  that
• 19:10
  one?
• 19:11
  So
• 19:11
  we
• 19:13
  launched
• 19:13
  Germany
• 19:14
  in
• 19:14
  September
• 19:15
  2025,
• 19:15
  so
• 19:16
  basically
• 19:16
  a
• 19:16
  year
• 19:16
  after
• 19:16
  the
• 19:17
  UK.
• 19:17
  So
• 19:17
  very
• 19:17
  quickly
• 19:18
  we
• 19:18
  decided
• 19:18
  that
• 19:19
  we
• 19:19
  wanted
• 19:19
  to
• 19:19
  start
• 19:19
  the
• 19:19
  expansion
• 19:20
  and
• 19:21
  then
• 19:21
  we
• 19:21
  launched
• 19:22
  Spain
• 19:22
  in
• 19:23
  February
• 19:23
  of
• 19:24
  this
• 19:24
  year,
• 19:24
  2026
• 19:25
  and
• 19:25
  we've
• 19:26
  just
• 19:26
  launched
• 19:26
  France.
• 19:27
  So
• 19:27
  it's
• 19:27
  growing
• 19:27
  rapidly.
• 19:29
  And
• 19:29
  I
• 19:29
  think,
• 19:29
  you
• 19:30
  know,
• 19:30
  in
• 19:30
  terms
• 19:30
  of
• 19:30
  the
• 19:30
  affiliate
• 19:30
  outreach
• 19:31
  is
• 19:31
  a
• 19:31
  really
• 19:31
  good
• 19:31
  question
• 19:32
  because
• 19:33
  language
• 19:35
  I
• 19:35
  think
• 19:35
  is
• 19:36
  imperative.
• 19:38
  Yeah,
• 19:38
  you
• 19:38
  need
• 19:39
  to
• 19:39
  have
• 19:39
  the
• 19:39
  language
• 19:39
  capabilities
• 19:40
  and
• 19:41
  also
• 19:41
  you
• 19:41
  need
• 19:41
  to
• 19:42
  have
• 19:42
  a
• 19:42
  grasp
• 19:42
  of
• 19:42
  what's
• 19:43
  happening
• 19:43
  in
• 19:43
  the
• 19:43
  local
• 19:44
  market.
• 19:44
  So
• 19:44
  actually
• 19:45
  what
• 19:45
  we
• 19:45
  have
• 19:45
  found
• 19:46
  is
• 19:46
  working
• 19:47
  with
• 19:49
  native
• 19:49
  speakers.
• 19:51
  They
• 19:51
  don't
• 19:51
  necessarily
• 19:52
  have
• 19:52
  to
• 19:52
  be
• 19:52
  based
• 19:52
  in
• 19:53
  the
• 19:53
  market,
• 19:54
  but
• 19:54
  people
• 19:54
  who
• 19:55
  are
• 19:55
  natives
• 19:56
  understand
• 19:56
  the
• 19:56
  culture
• 19:57
  and
• 19:58
  can
• 19:58
  recognize
• 19:59
  strong
• 19:59
  affiliates
• 20:00
  is
• 20:00
  really,
• 20:00
  really
• 20:01
  key.
• 20:01
  So
• 20:01
  we
• 20:01
  work
• 20:02
  with
• 20:02
  agencies
• 20:03
  in
• 20:04
  Germany
• 20:04
  and
• 20:04
  the
• 20:04
  uk.
• 20:05
  So
• 20:05
  the
• 20:05
  UK
• 20:06
  agency
• 20:06
  will
• 20:06
  manage
• 20:06
  our
• 20:07
  affiliate
• 20:07
  outreach
• 20:07
  with
• 20:08
  us.
• 20:08
  It's
• 20:08
  a
• 20:08
  very
• 20:08
  much
• 20:09
  a
• 20:09
  partnership
• 20:09
  and
• 20:10
  the
• 20:10
  German
• 20:10
  agency
• 20:11
  will
• 20:11
  manage
• 20:11
  it
• 20:11
  for
• 20:11
  mainland
• 20:12
  Europe.
• 20:12
  But
• 20:12
  they
• 20:12
  have
• 20:13
  Spanish
• 20:14
  native
• 20:14
  speaking,
• 20:14
  French
• 20:15
  native
• 20:15
  speaking
• 20:15
  so
• 20:15
  that
• 20:16
  we
• 20:16
  can
• 20:16
  have
• 20:16
  that
• 20:18
  cultural
• 20:19
  fit
• 20:19
  which
• 20:19
  I
• 20:19
  think
• 20:20
  is
• 20:20
  very,
• 20:20
  very
• 20:20
  important,
• 20:21
  especially
• 20:21
  for
• 20:21
  affiliate.
• 20:23
  Yeah,
• 20:23
  and
• 20:23
  they
• 20:23
  also
• 20:24
  then
• 20:24
  support
• 20:24
  you
• 20:25
  with
• 20:25
  like
• 20:25
  the
• 20:25
  studios,
• 20:26
  etc.
• 20:27
  Right.
• 20:27
  Because
• 20:27
  I
• 20:27
  mean
• 20:28
  that's
• 20:29
  not
• 20:29
  what
• 20:29
  we
• 20:30
  have
• 20:30
  here
• 20:30
  so
• 20:30
  far.
• 20:30
  I
• 20:30
  mean
• 20:31
  look
• 20:31
  in
• 20:31
  Asia,
• 20:32
  every
• 20:32
  big
• 20:33
  brand
• 20:33
  I
• 20:33
  think
• 20:33
  has
• 20:33
  like
• 20:34
  their
• 20:34
  live
• 20:34
  studio,
• 20:35
  right?
• 20:35
  Like
• 20:35
  for
• 20:35
  years
• 20:36
  already.
• 20:36
  Like
• 20:36
  they're
• 20:37
  pretty
• 20:37
  used
• 20:37
  to
• 20:37
  it.
• 20:37
  Like
• 20:37
  that's
• 20:38
  really
• 20:38
  like,
• 20:39
  like
• 20:39
  their
• 20:39
  A
• 20:39
  and
• 20:40
  B
• 20:40
  basics
• 20:40
  for
• 20:41
  E
• 20:42
  commerce
• 20:42
  business.
• 20:42
  Right.
• 20:43
  But
• 20:43
  for
• 20:43
  us
• 20:43
  it's
• 20:44
  still
• 20:44
  new
• 20:44
  and
• 20:45
  I
• 20:45
  mean,
• 20:46
  I
• 20:46
  don't
• 20:46
  know,
• 20:46
  I
• 20:47
  was
• 20:47
  like
• 20:47
  10
• 20:47
  years
• 20:47
  ago
• 20:47
  in
• 20:48
  Asia
• 20:48
  and
• 20:48
  they
• 20:49
  were
• 20:49
  like,
• 20:49
  yeah,
• 20:50
  like
• 20:50
  we
• 20:50
  do
• 20:50
  live
• 20:50
  stream
• 20:51
  and
• 20:51
  this
• 20:51
  and
• 20:51
  this
• 20:51
  and
• 20:51
  this
• 20:52
  and
• 20:52
  we're
• 20:52
  like
• 20:53
  10
• 20:53
  years
• 20:53
  later,
• 20:54
  I
• 20:54
  know
• 20:54
  we
• 20:55
  still
• 20:55
  have
• 20:55
  no
• 20:55
  plan,.
• 20:56
  We're
• 20:56
  so
• 20:56
  far
• 20:57
  behind.
• 20:57
  I
• 20:58
  was
• 20:58
  in
• 20:58
  China
• 20:58
  in
• 20:58
  January
• 20:59
  and.
• 20:59
  And
• 21:00
  seeing
• 21:00
  their
• 21:00
  live
• 21:00
  streaming
• 21:01
  production
• 21:02
  was
• 21:02
  just
• 21:02
  mind
• 21:02
  blowing.
• 21:03
  And
• 21:03
  obviously
• 21:03
  I've
• 21:03
  been
• 21:03
  doing
• 21:03
  it
• 21:04
  over
• 21:04
  two
• 21:04
  years
• 21:04
  now,
• 21:05
  so
• 21:05
  I've
• 21:05
  seen
• 21:05
  a
• 21:06
  lot
• 21:06
  of
• 21:06
  studios,
• 21:06
  I've
• 21:06
  seen
• 21:07
  a
• 21:07
  lot
• 21:07
  of
• 21:07
  brands,
• 21:07
  but
• 21:07
  it's
• 21:08
  another
• 21:08
  level
• 21:08
  there.
• 21:08
  Another
• 21:09
  level,
• 21:10
  Yeah,
• 21:10
  I
• 21:10
  can
• 21:10
  really,
• 21:11
  really
• 21:12
  imagine
• 21:13
  that
• 21:13
  one.
• 21:14
  So
• 21:15
  let
• 21:15
  me
• 21:15
  just
• 21:16
  get
• 21:16
  through
• 21:16
  a
• 21:16
  bit
• 21:17
  more.
• 21:17
  Like
• 21:17
  how
• 21:17
  you
• 21:17
  are
• 21:18
  set
• 21:18
  up.
• 21:18
  You
• 21:18
  said
• 21:18
  like
• 21:18
  you
• 21:19
  work
• 21:19
  with
• 21:19
  agencies
• 21:20
  for
• 21:22
  the
• 21:22
  setup.
• 21:23
  Like,
• 21:23
  how
• 21:23
  do
• 21:24
  you
• 21:24
  overall,
• 21:24
  what
• 21:24
  you
• 21:24
  say
• 21:25
  like
• 21:25
  is
• 21:25
  your
• 21:25
  setup.
• 21:25
  Like,
• 21:26
  how
• 21:26
  are
• 21:26
  you?
• 21:28
  How
• 21:29
  are
• 21:29
  you?
• 21:33
  The
• 21:33
  words.
• 21:36
  How
• 21:36
  are
• 21:36
  you
• 21:36
  connected?
• 21:37
  No,
• 21:37
  no,
• 21:37
  no.
• 21:37
  Yes,
• 21:38
  now,
• 21:38
  now
• 21:38
  I
• 21:38
  have
• 21:39
  it.
• 21:39
  How
• 21:39
  are
• 21:39
  you
• 21:39
  connected
• 21:41
  with
• 21:41
  TikTok
• 21:42
  Shop?
• 21:42
  Like
• 21:43
  in
• 21:43
  a.
• 21:43
  On
• 21:43
  a
• 21:43
  technical
• 21:44
  technology
• 21:45
  side,
• 21:45
  on
• 21:46
  logistics
• 21:46
  side,
• 21:47
  but
• 21:47
  also
• 21:48
  how
• 21:48
  are
• 21:48
  you
• 21:49
  working
• 21:50
  daily
• 21:50
  with
• 21:50
  TikTok
• 21:51
  Shops?
• 21:51
  So
• 21:51
  what
• 21:52
  is
• 21:52
  like
• 21:52
  the
• 21:52
  different
• 21:55
  content
• 21:55
  pieces
• 21:56
  you
• 21:56
  are
• 21:56
  doing?
• 21:56
  Like
• 21:56
  do
• 21:56
  you
• 21:57
  do
• 21:57
  videos,
• 21:58
  live
• 21:58
  streams,
• 21:58
  et
• 21:58
  cetera?
• 21:59
  So
• 21:59
  first
• 21:59
  the
• 22:00
  technology
• 22:00
  part
• 22:01
  and
• 22:01
  then
• 22:01
  the
• 22:01
  other
• 22:02
  ones,
• 22:02
  like
• 22:02
  how
• 22:03
  do
• 22:03
  you
• 22:03
  really
• 22:03
  do
• 22:03
  sell
• 22:04
  on
• 22:04
  TikTok
• 22:05
  shop?
• 22:05
  Sure.
• 22:05
  Okay.
• 22:06
  So
• 22:07
  I
• 22:07
  think
• 22:08
  with
• 22:08
  the
• 22:09
  connection
• 22:09
  side
• 22:10
  of
• 22:10
  things,
• 22:10
  it
• 22:11
  is
• 22:11
  a
• 22:11
  real
• 22:11
  kind
• 22:11
  of
• 22:12
  magical
• 22:12
  like
• 22:13
  triad
• 22:13
  is
• 22:13
  like
• 22:13
  how
• 22:14
  I
• 22:14
  would
• 22:14
  describe
• 22:14
  it.
• 22:14
  So
• 22:14
  you've
• 22:15
  got
• 22:15
  TikTok
• 22:15
  Shop,
• 22:16
  you've
• 22:16
  got
• 22:16
  the
• 22:16
  brand,
• 22:17
  in
• 22:17
  this
• 22:17
  case
• 22:17
  Philips
• 22:18
  and
• 22:18
  then
• 22:18
  you've
• 22:19
  also
• 22:19
  got
• 22:19
  our
• 22:19
  agency
• 22:20
  partner.
• 22:20
  So
• 22:20
  the
• 22:20
  agency
• 22:21
  Partners
• 22:21
  are
• 22:21
  called
• 22:22
  TSPS,
• 22:22
  TikTok
• 22:23
  Shop
• 22:23
  Agency
• 22:23
  partners.
• 22:24
  And
• 22:24
  as
• 22:25
  a
• 22:25
  brand
• 22:25
  you
• 22:25
  can
• 22:26
  select
• 22:26
  whichever
• 22:27
  services
• 22:28
  you'd
• 22:28
  like
• 22:28
  from
• 22:29
  them.
• 22:29
  So
• 22:29
  we
• 22:30
  select
• 22:30
  certain
• 22:30
  services.
• 22:31
  Some
• 22:31
  of
• 22:31
  those
• 22:31
  are
• 22:31
  live
• 22:32
  production,
• 22:32
  affiliate
• 22:33
  outreach,
• 22:35
  sometimes
• 22:35
  shop
• 22:36
  management,
• 22:36
  depending
• 22:37
  on
• 22:37
  the
• 22:37
  specialties
• 22:38
  of
• 22:38
  these
• 22:38
  services
• 22:39
  of
• 22:40
  these
• 22:40
  agencies.
• 22:41
  Sorry.
• 22:41
  And
• 22:42
  the
• 22:43
  way
• 22:43
  that
• 22:43
  we
• 22:43
  work
• 22:43
  is
• 22:44
  very
• 22:44
  much
• 22:44
  in
• 22:44
  a
• 22:44
  partnership.
• 22:45
  So
• 22:45
  we
• 22:46
  are
• 22:46
  working
• 22:47
  day
• 22:47
  in,
• 22:47
  day
• 22:48
  out
• 22:48
  with
• 22:48
  these
• 22:48
  agencies
• 22:49
  and
• 22:49
  the
• 22:49
  TikTok
• 22:49
  Shop
• 22:50
  team
• 22:50
  to
• 22:50
  make
• 22:50
  sure
• 22:50
  that
• 22:51
  Philips
• 22:51
  is
• 22:51
  best
• 22:51
  represented
• 22:52
  on
• 22:52
  the
• 22:53
  the
• 22:53
  channel.
• 22:54
  We
• 22:54
  are
• 22:54
  meeting
• 22:54
  the
• 22:55
  objectives
• 22:55
  we
• 22:55
  want.
• 22:56
  We
• 22:56
  are
• 22:56
  representing
• 22:56
  ourselves
• 22:57
  from
• 22:57
  a
• 22:57
  brand
• 22:59
  tone
• 22:59
  of
• 22:59
  voice
• 22:59
  perspective.
• 23:00
  We're
• 23:00
  focusing
• 23:00
  on
• 23:00
  the
• 23:01
  right
• 23:01
  product.
• 23:01
  So
• 23:01
  it
• 23:01
  is
• 23:01
  very
• 23:02
  much
• 23:02
  a
• 23:03
  collaborative
• 23:03
  thing.
• 23:04
  TikTok
• 23:05
  Shop
• 23:05
  have
• 23:05
  a
• 23:06
  communication
• 23:07
  system
• 23:07
  called
• 23:07
  Lark
• 23:08
  which
• 23:08
  is
• 23:08
  very
• 23:08
  much
• 23:08
  like
• 23:08
  Slack
• 23:09
  or
• 23:09
  Teams.
• 23:09
  I
• 23:10
  know.
• 23:10
  Yeah,
• 23:11
  I
• 23:11
  onboarded
• 23:12
  there
• 23:12
  yesterday.
• 23:13
  Oh,
• 23:13
  well,
• 23:14
  I
• 23:14
  resisted
• 23:14
  it
• 23:15
  for
• 23:15
  a
• 23:15
  very
• 23:15
  long
• 23:15
  time
• 23:16
  and
• 23:16
  then
• 23:16
  I
• 23:16
  realized
• 23:16
  that
• 23:17
  the
• 23:17
  pace
• 23:17
  of
• 23:17
  the
• 23:17
  platform,
• 23:18
  you
• 23:18
  just
• 23:18
  cannot
• 23:19
  live
• 23:20
  without
• 23:20
  Lark.
• 23:20
  There's
• 23:21
  a
• 23:21
  couple
• 23:21
  of
• 23:21
  brands
• 23:21
  I've
• 23:22
  spoken
• 23:22
  to
• 23:22
  that
• 23:22
  are
• 23:22
  still
• 23:22
  doing
• 23:23
  an
• 23:23
  email
• 23:23
  and
• 23:24
  I'm
• 23:24
  like,
• 23:24
  how
• 23:24
  do
• 23:24
  you
• 23:24
  manage?
• 23:25
  Because
• 23:26
  the
• 23:27
  pace
• 23:27
  of
• 23:27
  the
• 23:27
  platform
• 23:28
  is
• 23:28
  such
• 23:28
  that
• 23:28
  you
• 23:29
  need
• 23:29
  to
• 23:29
  be
• 23:30
  able
• 23:30
  to
• 23:30
  answer
• 23:31
  questions
• 23:31
  very
• 23:31
  quickly.
• 23:32
  Opportunities
• 23:32
  are
• 23:32
  arising
• 23:33
  all
• 23:33
  the
• 23:33
  time.
• 23:34
  TikTok
• 23:35
  is
• 23:35
  Adjusting
• 23:36
  the
• 23:36
  algorithm,
• 23:36
  they're
• 23:37
  bringing
• 23:37
  out
• 23:37
  new
• 23:37
  functionalities.
• 23:38
  So
• 23:39
  it's
• 23:39
  a
• 23:40
  hourly
• 23:41
  if
• 23:41
  not
• 23:42
  sometimes
• 23:42
  by
• 23:42
  the
• 23:42
  minute
• 23:43
  that
• 23:43
  you're
• 23:43
  speaking
• 23:43
  to
• 23:44
  your
• 23:44
  agency
• 23:44
  and
• 23:44
  you're
• 23:45
  speaking
• 23:45
  to
• 23:45
  TikTok
• 23:45
  shop
• 23:46
  team.
• 23:46
  So
• 23:46
  it's
• 23:47
  a
• 23:47
  very,
• 23:47
  very
• 23:48
  close
• 23:48
  knit
• 23:48
  team
• 23:48
  that
• 23:49
  you're
• 23:49
  working
• 23:49
  with.
• 23:49
  And
• 23:50
  I
• 23:50
  think
• 23:50
  that
• 23:51
  is
• 23:51
  a
• 23:51
  really
• 23:52
  important
• 23:52
  point
• 23:52
  because
• 23:53
  there's
• 23:53
  lots
• 23:53
  of
• 23:53
  brands
• 23:54
  I
• 23:54
  speak
• 23:54
  to
• 23:54
  where
• 23:54
  they,
• 23:56
  they
• 23:57
  have
• 23:57
  huge
• 23:57
  teams
• 23:58
  that
• 23:58
  are
• 23:58
  involved
• 23:59
  in
• 23:59
  the,
• 24:01
  the
• 24:01
  input
• 24:02
  to
• 24:02
  this
• 24:02
  machine.
• 24:03
  Right.
• 24:03
  So
• 24:03
  from
• 24:03
  a
• 24:03
  brand
• 24:03
  side
• 24:04
  they
• 24:04
  might
• 24:04
  have
• 24:04
  someone
• 24:04
  from
• 24:05
  like
• 24:05
  supply
• 24:06
  chain
• 24:06
  team,
• 24:06
  finance,
• 24:07
  marketing,
• 24:07
  maybe
• 24:07
  several
• 24:08
  marketers,
• 24:08
  a
• 24:08
  salesperson.
• 24:09
  What
• 24:10
  we've
• 24:10
  tried
• 24:10
  to
• 24:10
  do
• 24:10
  is
• 24:10
  keep
• 24:10
  a
• 24:11
  very
• 24:11
  lean
• 24:11
  structure
• 24:12
  our
• 24:12
  side.
• 24:12
  So
• 24:12
  we
• 24:12
  do
• 24:13
  have
• 24:13
  in
• 24:13
  house
• 24:13
  experts
• 24:14
  that
• 24:15
  are
• 24:15
  involved
• 24:15
  in
• 24:16
  speaking
• 24:16
  with
• 24:16
  the
• 24:16
  agencies
• 24:16
  and
• 24:17
  TikTok
• 24:17
  shop
• 24:18
  but
• 24:18
  they
• 24:18
  are
• 24:18
  the
• 24:18
  go
• 24:19
  to
• 24:19
  that
• 24:19
  all
• 24:20
  of
• 24:20
  the
• 24:20
  internal
• 24:20
  teams
• 24:20
  will
• 24:21
  go
• 24:21
  through.
• 24:21
  So
• 24:21
  there
• 24:21
  is
• 24:21
  a
• 24:21
  bit
• 24:22
  of
• 24:22
  a
• 24:22
  funnel
• 24:22
  but
• 24:23
  mean
• 24:24
  that
• 24:24
  you're
• 24:24
  able
• 24:24
  to
• 24:25
  make
• 24:25
  your
• 24:25
  decisions
• 24:25
  very
• 24:26
  quickly.
• 24:26
  You're
• 24:27
  not
• 24:27
  having
• 24:27
  to,
• 24:28
  you
• 24:28
  know,
• 24:28
  check
• 24:28
  in
• 24:29
  with
• 24:29
  10
• 24:29
  stakeholders
• 24:30
  and
• 24:30
  you're
• 24:30
  able
• 24:31
  to
• 24:31
  move
• 24:31
  forward
• 24:31
  because
• 24:31
  the
• 24:31
  pace
• 24:32
  of
• 24:32
  the
• 24:32
  platform
• 24:32
  won't
• 24:33
  wait
• 24:33
  for
• 24:33
  anyone.
• 24:34
  So
• 24:34
  I
• 24:35
  think
• 24:35
  that
• 24:35
  is
• 24:35
  something
• 24:35
  that
• 24:37
  is
• 24:37
  new
• 24:37
  for
• 24:37
  brands
• 24:39
  but
• 24:39
  it
• 24:39
  is
• 24:39
  something
• 24:40
  that
• 24:40
  has
• 24:40
  worked,
• 24:40
  worked
• 24:41
  well
• 24:41
  for
• 24:41
  us.
• 24:42
  So
• 24:42
  that's
• 24:42
  the
• 24:43
  setup
• 24:43
  that
• 24:43
  we
• 24:43
  have
• 24:43
  and
• 24:44
  what
• 24:44
  was
• 24:44
  your
• 24:44
  second
• 24:44
  question?
• 24:45
  Sorry.
• 24:46
  So
• 24:46
  it
• 24:46
  was
• 24:46
  a
• 24:46
  technical
• 24:47
  setup.
• 24:47
  Like
• 24:47
  how
• 24:48
  do
• 24:48
  you
• 24:48
  connect
• 24:48
  it
• 24:49
  with
• 24:49
  like
• 24:49
  TikTok
• 24:50
  shops
• 24:52
  in
• 24:52
  E
• 24:52
  commerce?
• 24:52
  How
• 24:52
  can
• 24:53
  really
• 24:53
  people
• 24:55
  order
• 24:55
  there
• 24:56
  at
• 24:56
  Philips?
• 24:57
  Like
• 24:57
  how
• 24:57
  do
• 24:57
  you
• 24:57
  do
• 24:57
  logistics?
• 24:59
  More
• 24:59
  that
• 24:59
  kind
• 24:59
  of
• 24:59
  part.
• 25:00
  So
• 25:00
  we
• 25:00
  have
• 25:00
  slightly
• 25:00
  different
• 25:01
  setups
• 25:01
  in
• 25:01
  each
• 25:01
  of
• 25:02
  the
• 25:02
  countries
• 25:02
  that
• 25:02
  we
• 25:02
  operate
• 25:03
  in.
• 25:04
  But
• 25:04
  it
• 25:04
  is
• 25:05
  similar
• 25:05
  to
• 25:05
  any
• 25:05
  kind
• 25:06
  of
• 25:06
  website
• 25:06
  or
• 25:06
  any
• 25:07
  like
• 25:07
  D2C
• 25:07
  where
• 25:08
  you
• 25:08
  will
• 25:09
  go
• 25:09
  onto
• 25:09
  the
• 25:09
  app,
• 25:09
  you
• 25:10
  will
• 25:10
  go
• 25:10
  onto
• 25:10
  the
• 25:11
  landing
• 25:11
  page
• 25:11
  of
• 25:11
  the
• 25:11
  product
• 25:11
  that
• 25:12
  you
• 25:12
  want
• 25:12
  to
• 25:12
  buy,
• 25:12
  you'll
• 25:13
  click
• 25:13
  through
• 25:13
  purchasing
• 25:14
  and
• 25:15
  then
• 25:15
  you
• 25:15
  will
• 25:15
  be
• 25:16
  delivered
• 25:17
  the
• 25:17
  product
• 25:17
  within.
• 25:18
  I
• 25:18
  think
• 25:18
  it's
• 25:18
  two
• 25:18
  to
• 25:18
  three
• 25:19
  working
• 25:19
  days.
• 25:20
  From
• 25:20
  the
• 25:20
  UK
• 25:21
  we
• 25:21
  use
• 25:21
  our
• 25:22
  agency's
• 25:23
  warehouse
• 25:23
  and
• 25:23
  in
• 25:23
  mainland
• 25:24
  Europe
• 25:24
  we
• 25:24
  use
• 25:24
  the
• 25:24
  FBT
• 25:25
  warehouse,
• 25:26
  very
• 25:26
  similar
• 25:28
  and
• 25:28
  then
• 25:28
  the
• 25:28
  customer
• 25:29
  support
• 25:29
  and
• 25:29
  care
• 25:30
  is
• 25:30
  also
• 25:31
  managed
• 25:31
  through
• 25:31
  us
• 25:31
  in
• 25:31
  the
• 25:32
  agencies
• 25:32
  as
• 25:32
  well.
• 25:32
  So
• 25:33
  it's
• 25:33
  a
• 25:33
  very
• 25:33
  seamless
• 25:34
  experience
• 25:35
  I
• 25:35
  would
• 25:35
  say.
• 25:36
  I
• 25:36
  order
• 25:36
  a
• 25:36
  lot
• 25:36
  from
• 25:37
  TikTok
• 25:37
  shop.
• 25:37
  I've
• 25:38
  tested
• 25:38
  orders
• 25:38
  through
• 25:39
  both
• 25:39
  parties
• 25:39
  as
• 25:39
  well
• 25:40
  to
• 25:40
  make
• 25:40
  sure
• 25:41
  and
• 25:42
  it
• 25:42
  is
• 25:43
  in
• 25:43
  line
• 25:43
  with
• 25:44
  what
• 25:44
  your
• 25:44
  expectations
• 25:44
  would
• 25:45
  be
• 25:45
  for
• 25:45
  any
• 25:45
  Pure
• 25:46
  Play
• 25:46
  or
• 25:46
  any
• 25:46
  website
• 25:47
  that
• 25:47
  you
• 25:47
  would
• 25:47
  be
• 25:48
  going
• 25:48
  onto.
• 25:49
  Okay,
• 25:50
  so
• 25:51
  speaking
• 25:51
  about
• 25:52
  like
• 25:52
  the
• 25:52
  formats
• 25:53
  you
• 25:53
  are
• 25:53
  using
• 25:53
  to
• 25:54
  sell
• 25:54
  on
• 25:54
  TikTok
• 25:55
  shop.
• 25:55
  Right.
• 25:56
  So
• 25:56
  one
• 25:57
  big
• 25:57
  part
• 25:57
  is
• 25:57
  live
• 25:58
  selling.
• 25:58
  Maybe
• 25:59
  you
• 25:59
  can
• 25:59
  walk
• 26:00
  me
• 26:00
  through
• 26:00
  how
• 26:00
  Philips
• 26:01
  Livestream
• 26:02
  actually
• 26:02
  works.
• 26:03
  How
• 26:03
  do
• 26:03
  you
• 26:03
  select
• 26:04
  hosts
• 26:05
  products,
• 26:06
  structure
• 26:06
  the
• 26:07
  session
• 26:07
  and
• 26:07
  measure
• 26:07
  whether
• 26:08
  it
• 26:08
  was
• 26:08
  worth
• 26:08
  it?
• 26:09
  Sure.
• 26:09
  So
• 26:10
  I
• 26:10
  think
• 26:10
  Lives
• 26:10
  is
• 26:11
  a,
• 26:11
  is
• 26:12
  one
• 26:12
  that
• 26:12
  lots
• 26:12
  of
• 26:12
  people
• 26:13
  are
• 26:13
  very
• 26:13
  new
• 26:13
  to.
• 26:14
  It
• 26:14
  was
• 26:14
  one
• 26:14
  that
• 26:14
  we
• 26:14
  were
• 26:15
  very
• 26:15
  new
• 26:15
  to
• 26:15
  as
• 26:15
  well
• 26:16
  and
• 26:17
  it
• 26:17
  was,
• 26:17
  it's
• 26:17
  the
• 26:17
  one
• 26:18
  that
• 26:18
  I
• 26:18
  think
• 26:18
  can
• 26:18
  offer
• 26:19
  a
• 26:19
  lot
• 26:20
  for
• 26:20
  you
• 26:20
  if
• 26:20
  you're
• 26:21
  wanting
• 26:21
  to
• 26:21
  utilize
• 26:22
  the
• 26:23
  platform
• 26:23
  for
• 26:23
  more
• 26:24
  of
• 26:24
  like
• 26:24
  a
• 26:24
  mid
• 26:24
  funnel
• 26:25
  activation.
• 26:26
  Because
• 26:26
  you
• 26:26
  can
• 26:26
  sell
• 26:27
  well
• 26:27
  on
• 26:27
  Lives,
• 26:28
  don't
• 26:28
  get
• 26:28
  me
• 26:28
  wrong.
• 26:28
  But
• 26:28
  it's
• 26:29
  also
• 26:29
  an
• 26:29
  amazing
• 26:29
  way
• 26:30
  to
• 26:30
  drive
• 26:30
  education
• 26:31
  and
• 26:31
  consideration
• 26:32
  especially
• 26:33
  on
• 26:33
  high,
• 26:34
  high
• 26:34
  price
• 26:35
  point
• 26:35
  products.
• 26:36
  So
• 26:36
  that
• 26:36
  is
• 26:37
  I
• 26:37
  think
• 26:37
  one
• 26:37
  thing
• 26:37
  to
• 26:37
  kind
• 26:37
  of
• 26:38
  bear
• 26:38
  in
• 26:38
  mind.
• 26:38
  So
• 26:39
  when
• 26:39
  it
• 26:39
  comes
• 26:39
  to
• 26:39
  lives
• 26:40
  from
• 26:40
  a
• 26:40
  brand
• 26:41
  side
• 26:41
  of
• 26:41
  things
• 26:41
  we're
• 26:42
  very
• 26:42
  involved
• 26:43
  because
• 26:43
  is
• 26:43
  it's
• 26:43
  ultimately
• 26:44
  a
• 26:44
  shop
• 26:44
  front.
• 26:45
  So
• 26:45
  you
• 26:46
  are
• 26:46
  involved
• 26:46
  in
• 26:46
  the
• 26:47
  set
• 26:47
  design.
• 26:47
  What
• 26:48
  does
• 26:48
  it
• 26:48
  look
• 26:48
  like?
• 26:48
  How
• 26:49
  are
• 26:49
  your
• 26:49
  products
• 26:49
  going
• 26:49
  to
• 26:49
  be
• 26:50
  displayed?
• 26:52
  What
• 26:52
  host
• 26:52
  are
• 26:53
  you
• 26:53
  going
• 26:53
  to
• 26:53
  choose?
• 26:53
  How
• 26:54
  are
• 26:54
  you
• 26:54
  going
• 26:54
  to
• 26:54
  choose
• 26:54
  your
• 26:54
  host?
• 26:55
  And
• 26:55
  I'll
• 26:55
  come
• 26:55
  back
• 26:55
  to
• 26:55
  that
• 26:56
  point.
• 26:56
  What
• 26:57
  demos
• 26:57
  are
• 26:57
  they
• 26:57
  going
• 26:57
  to
• 26:58
  do?
• 26:58
  What
• 26:58
  bundles
• 26:58
  are
• 26:59
  you
• 26:59
  going
• 26:59
  to
• 26:59
  do?
• 26:59
  So
• 26:59
  it's
• 27:00
  a
• 27:00
  very
• 27:00
  all
• 27:00
  encompassing.
• 27:01
  I
• 27:01
  actually
• 27:01
  joke
• 27:02
  to
• 27:02
  my
• 27:02
  team
• 27:02
  sometimes
• 27:03
  this
• 27:04
  role
• 27:04
  is
• 27:04
  mad.
• 27:05
  Like
• 27:05
  I'm
• 27:05
  like
• 27:05
  part
• 27:06
  producer,
• 27:06
  part
• 27:07
  host,
• 27:07
  like
• 27:08
  scout,
• 27:10
  part
• 27:10
  like
• 27:11
  you
• 27:11
  know,
• 27:11
  an
• 27:11
  rgm,
• 27:12
  a
• 27:12
  finance
• 27:12
  guy,
• 27:13
  like
• 27:13
  it's
• 27:13
  all
• 27:13
  crazy
• 27:15
  is
• 27:15
  cool.
• 27:15
  It's
• 27:16
  very
• 27:16
  varied.
• 27:16
  So
• 27:17
  yes,
• 27:17
  you
• 27:17
  have
• 27:18
  to
• 27:18
  get
• 27:18
  involved
• 27:18
  in
• 27:18
  all
• 27:18
  of
• 27:19
  them
• 27:19
  because
• 27:19
  it
• 27:19
  is
• 27:19
  ultimately
• 27:20
  the
• 27:21
  consumers
• 27:21
  are
• 27:21
  interfacing
• 27:22
  with
• 27:22
  you
• 27:22
  as
• 27:22
  a
• 27:22
  brand.
• 27:22
  So
• 27:23
  it's
• 27:23
  really,
• 27:23
  really
• 27:24
  important.
• 27:24
  Whereas
• 27:24
  I
• 27:24
  think
• 27:24
  in
• 27:25
  some
• 27:25
  of
• 27:25
  the
• 27:25
  other
• 27:25
  kind
• 27:25
  of
• 27:26
  commercial
• 27:26
  levers,
• 27:26
  if
• 27:26
  you
• 27:26
  think
• 27:26
  about
• 27:27
  affiliate,
• 27:27
  it's
• 27:28
  an
• 27:28
  affiliate
• 27:28
  endorsing
• 27:29
  your
• 27:29
  product.
• 27:29
  So
• 27:29
  it's
• 27:29
  slightly
• 27:30
  different.
• 27:30
  It's,
• 27:30
  it's
• 27:31
  their
• 27:31
  opinion.
• 27:32
  Whereas
• 27:32
  we
• 27:32
  need
• 27:32
  to
• 27:32
  make
• 27:32
  sure
• 27:33
  that
• 27:33
  the
• 27:33
  lives
• 27:34
  as
• 27:34
  our
• 27:34
  shop
• 27:35
  front
• 27:35
  on
• 27:35
  the
• 27:35
  channel
• 27:36
  are
• 27:37
  representing
• 27:38
  us
• 27:38
  in
• 27:38
  the
• 27:38
  right
• 27:38
  way.
• 27:39
  So
• 27:39
  some
• 27:40
  of
• 27:40
  the
• 27:40
  things
• 27:40
  that
• 27:40
  we
• 27:40
  get
• 27:41
  very
• 27:41
  involved
• 27:41
  in
• 27:41
  outside
• 27:42
  of
• 27:42
  these
• 27:42
  things
• 27:42
  is
• 27:43
  the
• 27:43
  host
• 27:43
  selection
• 27:44
  and
• 27:44
  that's
• 27:44
  really
• 27:45
  important
• 27:45
  because
• 27:46
  they
• 27:46
  are
• 27:46
  basically
• 27:47
  the
• 27:47
  voice
• 27:47
  of
• 27:47
  Philips.
• 27:48
  So
• 27:49
  this
• 27:49
  is
• 27:49
  something
• 27:50
  that
• 27:50
  is
• 27:50
  a
• 27:50
  real
• 27:50
  challenge
• 27:51
  and
• 27:51
  it's
• 27:51
  a
• 27:51
  challenge
• 27:51
  for
• 27:52
  a
• 27:52
  lot
• 27:52
  of
• 27:52
  brands
• 27:52
  because
• 27:53
  up
• 27:54
  until
• 27:54
  several
• 27:55
  years
• 27:55
  ago
• 27:55
  this
• 27:56
  job
• 27:56
  didn't
• 27:57
  exist.
• 27:57
  Live
• 27:57
  selling
• 27:58
  didn't
• 27:58
  exist.
• 27:59
  Okay,
• 27:59
  yes
• 27:59
  it
• 28:00
  did
• 28:00
  on
• 28:00
  qvc.
• 28:00
  But
• 28:01
  live
• 28:01
  selling
• 28:02
  is
• 28:02
  so
• 28:02
  different
• 28:03
  on,
• 28:03
  on
• 28:03
  TikTok
• 28:04
  shop
• 28:04
  as
• 28:04
  I'm
• 28:04
  sure
• 28:05
  you
• 28:05
  know,
• 28:06
  because
• 28:07
  of
• 28:07
  the
• 28:07
  live
• 28:07
  element.
• 28:08
  So
• 28:08
  if
• 28:08
  you
• 28:08
  think
• 28:08
  of
• 28:08
  qvc
• 28:09
  it
• 28:09
  would
• 28:09
  have
• 28:09
  been
• 28:10
  scripted,
• 28:10
  you've
• 28:10
  got
• 28:10
  a
• 28:11
  teleprompter,
• 28:11
  you
• 28:12
  know
• 28:12
  exactly
• 28:12
  the
• 28:13
  direction
• 28:13
  that
• 28:13
  the
• 28:13
  show's
• 28:14
  gonn
• 28:15
  with
• 28:15
  lives
• 28:16
  you
• 28:16
  can
• 28:16
  have
• 28:17
  a
• 28:17
  plan,
• 28:17
  you
• 28:18
  have
• 28:18
  a
• 28:18
  show
• 28:18
  plan
• 28:18
  of
• 28:19
  like,
• 28:19
  right,
• 28:19
  we
• 28:19
  want
• 28:19
  to
• 28:19
  focus
• 28:19
  on
• 28:20
  these
• 28:20
  skus,
• 28:20
  these
• 28:20
  are
• 28:21
  our
• 28:21
  price
• 28:21
  points.
• 28:22
  But
• 28:22
  then
• 28:22
  you
• 28:22
  don't
• 28:22
  know
• 28:23
  what
• 28:23
  people
• 28:23
  are
• 28:23
  going
• 28:23
  to
• 28:23
  say
• 28:23
  in
• 28:24
  the
• 28:24
  comments.
• 28:24
  And
• 28:25
  that's
• 28:25
  where
• 28:25
  the
• 28:25
  show
• 28:26
  takes
• 28:26
  a
• 28:26
  turn.
• 28:27
  So
• 28:27
  you
• 28:27
  know,
• 28:27
  you
• 28:28
  could
• 28:28
  have
• 28:28
  anyone
• 28:28
  from
• 28:29
  anywhere
• 28:29
  in
• 28:29
  the
• 28:29
  country
• 28:29
  just
• 28:30
  saying
• 28:30
  like,
• 28:30
  actually
• 28:30
  I
• 28:31
  don't
• 28:31
  want,
• 28:31
  I
• 28:31
  don't
• 28:31
  care
• 28:31
  about
• 28:32
  that
• 28:32
  toothbrush,
• 28:32
  I
• 28:32
  want
• 28:32
  to
• 28:32
  hear
• 28:33
  about
• 28:33
  the,
• 28:33
  the
• 28:33
  hair
• 28:34
  trimmer
• 28:34
  or
• 28:34
  the
• 28:35
  head
• 28:35
  shaver.
• 28:36
  Show
• 28:36
  me
• 28:36
  that.
• 28:37
  And
• 28:37
  then
• 28:37
  the
• 28:38
  host
• 28:38
  has
• 28:38
  to
• 28:38
  be
• 28:39
  able
• 28:39
  to
• 28:39
  pivot
• 28:40
  towards
• 28:40
  that
• 28:40
  focus.
• 28:40
  So
• 28:41
  it's
• 28:41
  very
• 28:41
  much
• 28:41
  a
• 28:42
  live
• 28:42
  kind
• 28:42
  of
• 28:42
  organism,
• 28:43
  this
• 28:43
  show
• 28:46
  and
• 28:46
  you
• 28:46
  never
• 28:46
  really
• 28:46
  know
• 28:47
  who's
• 28:47
  going
• 28:47
  to
• 28:47
  enter
• 28:47
  from
• 28:48
  an
• 28:48
  audience
• 28:48
  perspective
• 28:49
  and
• 28:49
  what
• 28:49
  they're
• 28:49
  going
• 28:49
  to
• 28:49
  ask.
• 28:50
  So
• 28:50
  from
• 28:50
  a
• 28:51
  host
• 28:51
  selection
• 28:51
  perspective,
• 28:53
  we
• 28:53
  spend
• 28:53
  a
• 28:53
  lot
• 28:54
  of
• 28:54
  time
• 28:54
  testing
• 28:55
  new
• 28:55
  hosts,
• 28:56
  trying
• 28:56
  to
• 28:57
  find
• 28:57
  the
• 28:57
  right
• 28:57
  host.
• 28:57
  And
• 28:58
  it
• 28:58
  is,
• 28:59
  the
• 29:00
  skill
• 29:00
  set
• 29:00
  is
• 29:00
  quite
• 29:01
  unique.
• 29:01
  You're
• 29:01
  looking
• 29:01
  for
• 29:01
  a
• 29:01
  unicorn.
• 29:03
  I
• 29:04
  mean,
• 29:04
  you
• 29:04
  need
• 29:05
  also
• 29:05
  people
• 29:05
  who
• 29:06
  are
• 29:06
  really
• 29:06
  much
• 29:06
  trained
• 29:07
  to
• 29:07
  your
• 29:07
  products,
• 29:07
  right?
• 29:08
  Yes,
• 29:08
  well,
• 29:09
  that's
• 29:09
  something
• 29:09
  that
• 29:10
  we've
• 29:10
  realized
• 29:10
  we
• 29:10
  can
• 29:11
  train
• 29:11
  them
• 29:11
  on.
• 29:12
  So
• 29:12
  the
• 29:13
  number
• 29:13
  one
• 29:13
  thing
• 29:13
  we're
• 29:13
  always
• 29:14
  looking
• 29:14
  for
• 29:14
  is
• 29:14
  charisma.
• 29:15
  Someone
• 29:16
  who,
• 29:16
  because
• 29:17
  if
• 29:17
  you
• 29:17
  think
• 29:17
  about
• 29:17
  it,
• 29:17
  people
• 29:18
  are
• 29:18
  scrolling
• 29:18
  for
• 29:18
  three
• 29:18
  seconds
• 29:19
  so
• 29:20
  you
• 29:20
  need
• 29:20
  to
• 29:20
  capture
• 29:20
  the
• 29:21
  attention
• 29:21
  of
• 29:21
  that
• 29:22
  audience
• 29:22
  in
• 29:22
  three
• 29:22
  seconds.
• 29:23
  So
• 29:24
  that
• 29:25
  is
• 29:25
  really
• 29:25
  important
• 29:26
  for
• 29:26
  us.
• 29:26
  Often
• 29:27
  we
• 29:27
  find
• 29:27
  it's
• 29:27
  people
• 29:27
  within
• 29:28
  the
• 29:28
  performing
• 29:29
  arts
• 29:30
  space
• 29:30
  that
• 29:31
  have
• 29:31
  that
• 29:31
  because
• 29:32
  they're
• 29:32
  naturally
• 29:32
  trained
• 29:33
  behind
• 29:33
  the
• 29:33
  camera
• 29:33
  so
• 29:34
  they
• 29:34
  know
• 29:34
  how
• 29:35
  to
• 29:35
  capture
• 29:35
  that
• 29:35
  audience.
• 29:36
  So
• 29:36
  usually
• 29:36
  those
• 29:37
  are
• 29:38
  the
• 29:38
  top
• 29:38
  performers
• 29:39
  that
• 29:39
  we
• 29:40
  usually
• 29:40
  go
• 29:40
  for.
• 29:40
  And
• 29:41
  then
• 29:41
  we
• 29:41
  will
• 29:41
  need
• 29:41
  to
• 29:41
  spend
• 29:42
  time
• 29:42
  on,
• 29:42
  training
• 29:43
  them
• 29:43
  on,
• 29:43
  okay,
• 29:44
  selling
• 29:44
  psychology,
• 29:45
  what
• 29:46
  kind
• 29:46
  of
• 29:46
  hooks
• 29:46
  can
• 29:46
  you
• 29:47
  use
• 29:47
  to
• 29:47
  be
• 29:47
  able
• 29:47
  to
• 29:48
  drive
• 29:48
  a
• 29:48
  sense
• 29:48
  of
• 29:49
  urgency?
• 29:50
  And
• 29:50
  then
• 29:50
  like
• 29:51
  you
• 29:51
  said,
• 29:51
  education,
• 29:52
  we
• 29:52
  need
• 29:52
  to
• 29:52
  train
• 29:52
  them
• 29:52
  on
• 29:53
  the
• 29:53
  products,
• 29:53
  show
• 29:54
  them
• 29:54
  what
• 29:54
  demonstrations
• 29:55
  they
• 29:55
  can
• 29:55
  talk
• 29:55
  about,
• 29:55
  take
• 29:56
  them
• 29:56
  through
• 29:56
  the
• 29:56
  technology.
• 29:57
  And
• 29:57
  actually
• 29:58
  for
• 29:58
  us
• 29:58
  on
• 29:58
  Philips,
• 29:59
  that's
• 29:59
  quite
• 29:59
  challenging
• 30:00
  because
• 30:00
  if
• 30:01
  you
• 30:01
  think
• 30:01
  about
• 30:01
  selling
• 30:02
  on
• 30:03
  beauty
• 30:03
  and
• 30:04
  I
• 30:04
  think
• 30:04
  that
• 30:04
  there's
• 30:04
  some
• 30:05
  amazing
• 30:05
  live
• 30:05
  hosts
• 30:05
  on
• 30:06
  beauty
• 30:06
  and
• 30:06
  I
• 30:06
  don't
• 30:06
  want
• 30:06
  to
• 30:07
  take
• 30:07
  away
• 30:08
  from
• 30:08
  what
• 30:08
  the
• 30:08
  amazing
• 30:08
  job
• 30:08
  they
• 30:09
  do,
• 30:09
  but
• 30:09
  actually
• 30:10
  it's
• 30:11
  far
• 30:11
  more
• 30:11
  visual
• 30:12
  and
• 30:12
  you're
• 30:12
  able
• 30:12
  to,
• 30:12
  if
• 30:13
  you
• 30:13
  think
• 30:13
  about
• 30:13
  swatching
• 30:13
  lipsticks
• 30:14
  for
• 30:14
  instance,
• 30:14
  you
• 30:15
  can
• 30:15
  see
• 30:15
  straight
• 30:15
  away
• 30:16
  it's
• 30:16
  very
• 30:16
  visual
• 30:17
  and
• 30:17
  it's
• 30:18
  quite
• 30:18
  easy
• 30:18
  to
• 30:18
  explain.
• 30:19
  But
• 30:19
  actually
• 30:19
  if
• 30:19
  you
• 30:19
  have
• 30:20
  to
• 30:20
  explain
• 30:20
  a
• 30:21
  200
• 30:21
  pound
• 30:21
  toothbrush
• 30:22
  and
• 30:22
  the
• 30:22
  technology
• 30:22
  behind
• 30:23
  it,
• 30:23
  that's
• 30:23
  a
• 30:24
  different
• 30:24
  skill
• 30:25
  to
• 30:25
  be
• 30:25
  able
• 30:25
  to
• 30:26
  do.
• 30:26
  So
• 30:27
  some
• 30:28
  of
• 30:28
  the
• 30:28
  skills
• 30:28
  are
• 30:29
  trained,
• 30:30
  but
• 30:30
  some
• 30:30
  of
• 30:31
  them,
• 30:31
  you
• 30:31
  know,
• 30:32
  especially
• 30:32
  from
• 30:32
  a
• 30:33
  performance
• 30:34
  and
• 30:34
  charisma
• 30:35
  perspective,
• 30:35
  I
• 30:36
  think
• 30:37
  we
• 30:37
  just,
• 30:37
  you
• 30:38
  need
• 30:38
  to
• 30:38
  have
• 30:38
  to
• 30:39
  be
• 30:39
  able
• 30:39
  to
• 30:39
  even
• 30:39
  go
• 30:40
  into
• 30:40
  that
• 30:40
  space.
• 30:40
  But
• 30:40
  it
• 30:41
  is
• 30:41
  a
• 30:41
  hard,
• 30:42
  hard
• 30:43
  find
• 30:44
  in
• 30:45
  terms
• 30:45
  of
• 30:45
  the
• 30:45
  host
• 30:45
  talent.
• 30:46
  Really
• 30:46
  hard.
• 30:47
  So
• 30:47
  you
• 30:48
  would
• 30:48
  say
• 30:48
  like
• 30:48
  you
• 30:48
  have
• 30:48
  one
• 30:49
  big
• 30:49
  part
• 30:49
  is
• 30:49
  live
• 30:50
  streams
• 30:50
  where
• 30:50
  you
• 30:50
  sell
• 30:51
  on,
• 30:51
  right.
• 30:51
  You
• 30:51
  have
• 30:51
  like
• 30:52
  your
• 30:52
  TikTok
• 30:52
  shop
• 30:53
  videos
• 30:54
  and
• 30:54
  then
• 30:54
  you
• 30:54
  also
• 30:55
  have
• 30:55
  like
• 30:55
  affiliates,
• 30:56
  right.
• 30:56
  Is
• 30:56
  there
• 30:57
  any
• 30:57
  other,
• 30:58
  like,
• 30:59
  is
• 30:59
  there
• 30:59
  any
• 31:00
  other
• 31:00
  format
• 31:01
  you
• 31:01
  are
• 31:01
  selling
• 31:01
  on
• 31:01
  TikTok
• 31:02
  shop
• 31:02
  where
• 31:02
  maybe
• 31:02
  you
• 31:03
  want
• 31:03
  to
• 31:03
  walk
• 31:03
  us
• 31:03
  through
• 31:04
  the
• 31:04
  other
• 31:04
  ones?
• 31:04
  Yeah,
• 31:05
  so
• 31:05
  I
• 31:05
  would
• 31:05
  say
• 31:05
  the
• 31:06
  majority
• 31:07
  is
• 31:07
  going
• 31:07
  to
• 31:07
  come
• 31:07
  through
• 31:07
  those
• 31:07
  chann.
• 31:08
  Around
• 31:08
  90%
• 31:09
  of
• 31:09
  most
• 31:09
  brand
• 31:10
  sales,
• 31:10
  if
• 31:11
  not
• 31:11
  more
• 31:11
  will
• 31:11
  be
• 31:11
  coming
• 31:12
  through
• 31:12
  lives
• 31:12
  and
• 31:12
  affiliates.
• 31:13
  The
• 31:14
  remainder
• 31:14
  will
• 31:15
  be
• 31:15
  coming
• 31:15
  through
• 31:15
  Shop
• 31:15
  tab.
• 31:16
  So
• 31:16
  this
• 31:16
  is
• 31:16
  where
• 31:17
  this
• 31:17
  is
• 31:17
  more
• 31:17
  of
• 31:18
  like
• 31:18
  your
• 31:18
  organic,
• 31:19
  natural
• 31:21
  consumer
• 31:21
  journey
• 31:21
  where
• 31:22
  you're
• 31:22
  going
• 31:22
  on.
• 31:22
  You
• 31:22
  already
• 31:23
  have
• 31:23
  the
• 31:23
  purchase
• 31:23
  intention
• 31:24
  in
• 31:24
  mind
• 31:24
  and
• 31:25
  you're
• 31:25
  typing
• 31:25
  it
• 31:25
  into
• 31:25
  the
• 31:26
  box
• 31:26
  and
• 31:26
  then
• 31:26
  you
• 31:26
  can
• 31:26
  find
• 31:27
  it.
• 31:27
  So
• 31:27
  it's
• 31:27
  not.
• 31:30
  Yes,
• 31:31
  that
• 31:31
  is
• 31:31
  a
• 31:31
  third
• 31:32
  way.
• 31:32
  But
• 31:32
  majority
• 31:33
  of
• 31:33
  the
• 31:33
  sales
• 31:33
  are
• 31:33
  going
• 31:34
  to
• 31:34
  come
• 31:34
  through
• 31:34
  those
• 31:34
  two
• 31:34
  streams.
• 31:35
  But
• 31:35
  then
• 31:35
  you
• 31:35
  have
• 31:35
  kind
• 31:36
  of
• 31:36
  layered
• 31:36
  into
• 31:36
  that
• 31:38
  shopping
• 31:39
  ads
• 31:39
  which
• 31:39
  you
• 31:39
  also
• 31:40
  need
• 31:40
  to
• 31:40
  lean
• 31:40
  into
• 31:40
  heavily.
• 31:41
  So
• 31:42
  making
• 31:42
  sure
• 31:42
  that
• 31:43
  you're
• 31:43
  putting
• 31:43
  support
• 31:44
  behind
• 31:44
  your
• 31:44
  affiliates
• 31:45
  in
• 31:46
  terms
• 31:46
  of,
• 31:46
  you
• 31:46
  know,
• 31:46
  boosting
• 31:47
  their,
• 31:47
  their,
• 31:47
  their
• 31:48
  content.
• 31:48
  But
• 31:48
  also
• 31:50
  live,
• 31:50
  especially
• 31:51
  in
• 31:51
  a
• 31:51
  market
• 31:51
  like
• 31:52
  the
• 31:52
  UK
• 31:52
  can
• 31:52
  get
• 31:52
  very
• 31:53
  competitive
• 31:53
  for
• 31:54
  traffic,
• 31:54
  very
• 31:55
  competitive,
• 31:56
  especially
• 31:56
  around
• 31:57
  peak.
• 31:57
  So
• 31:58
  Black
• 31:58
  Friday.
• 31:59
  And
• 31:59
  the
• 31:59
  only
• 31:59
  way
• 32:00
  that
• 32:00
  you're
• 32:00
  going
• 32:00
  to
• 32:00
  be
• 32:00
  able
• 32:01
  to
• 32:01
  get
• 32:01
  those
• 32:02
  viewers
• 32:03
  into
• 32:03
  the
• 32:03
  room
• 32:04
  is
• 32:04
  what
• 32:04
  we
• 32:04
  say
• 32:04
  into
• 32:05
  the
• 32:05
  virtual
• 32:05
  room
• 32:06
  is
• 32:06
  through
• 32:07
  ads.
• 32:07
  So
• 32:08
  shopping
• 32:08
  ads
• 32:09
  and
• 32:09
  the
• 32:09
  strategy
• 32:10
  behind
• 32:10
  your,
• 32:10
  your,
• 32:11
  your
• 32:11
  ad
• 32:11
  buying
• 32:12
  is
• 32:12
  also
• 32:13
  a
• 32:13
  very
• 32:13
  fundamental
• 32:14
  part
• 32:14
  of
• 32:15
  your
• 32:15
  success
• 32:16
  on
• 32:16
  the
• 32:16
  platform.
• 32:16
  So
• 32:17
  that
• 32:17
  is
• 32:17
  also
• 32:17
  another
• 32:17
  lever
• 32:18
  that
• 32:18
  you
• 32:18
  need
• 32:18
  to
• 32:18
  utilize.
• 32:20
  Okay,
• 32:20
  so
• 32:21
  speaking
• 32:21
  about
• 32:21
  affiliates,
• 32:22
  so
• 32:22
  also
• 32:23
  creators,
• 32:23
  right,
• 32:25
  what
• 32:26
  is
• 32:26
  the
• 32:26
  single
• 32:26
  most
• 32:27
  valuable
• 32:27
  lesson
• 32:27
  you
• 32:28
  would
• 32:28
  say
• 32:28
  you
• 32:28
  have
• 32:28
  learned
• 32:29
  from
• 32:29
  working
• 32:29
  with
• 32:29
  independent
• 32:30
  creators?
• 32:32
  Yeah,
• 32:34
  I
• 32:34
  would
• 32:34
  say
• 32:35
  it's
• 32:36
  that
• 32:36
  don't
• 32:37
  underestimate
• 32:38
  the
• 32:38
  newer
• 32:38
  ones.
• 32:39
  Don't
• 32:39
  underestimate
• 32:40
  the
• 32:40
  ones
• 32:41
  that
• 32:41
  have
• 32:41
  very
• 32:41
  few
• 32:41
  followers
• 32:42
  because
• 32:42
  we
• 32:43
  all
• 32:43
  know
• 32:43
  now,
• 32:43
  I
• 32:44
  think
• 32:44
  it's
• 32:44
  quite
• 32:44
  widely
• 32:45
  known
• 32:45
  now
• 32:45
  that
• 32:45
  in
• 32:46
  TikTok
• 32:46
  versus
• 32:47
  other
• 32:47
  platforms
• 32:48
  like
• 32:48
  Instagram,
• 32:49
  the
• 32:49
  content
• 32:49
  finds
• 32:50
  you.
• 32:51
  So
• 32:51
  it
• 32:52
  does
• 32:52
  not
• 32:52
  matter
• 32:52
  how
• 32:53
  many
• 32:53
  followers
• 32:53
  they
• 32:53
  have,
• 32:54
  their
• 32:55
  content
• 32:55
  can
• 32:55
  still
• 32:55
  go
• 32:56
  viral.
• 32:56
  And
• 32:56
  we've
• 32:57
  seen
• 32:57
  people
• 32:57
  that
• 32:57
  have
• 32:58
  very
• 32:58
  few
• 32:59
  followers.
• 32:59
  What
• 32:59
  I'm
• 32:59
  classified
• 33:00
  as
• 33:00
  few
• 33:00
  followers,
• 33:00
  like
• 33:01
  less
• 33:01
  than
• 33:01
  10,000.
• 33:02
  Some
• 33:02
  of
• 33:02
  their
• 33:03
  content
• 33:03
  has
• 33:03
  blown
• 33:04
  up
• 33:04
  and
• 33:04
  they've
• 33:04
  done
• 33:05
  like
• 33:05
  150kg
• 33:06
  in
• 33:06
  a
• 33:06
  month
• 33:07
  or
• 33:07
  200.
• 33:08
  So
• 33:08
  because
• 33:09
  they
• 33:09
  have
• 33:09
  the,
• 33:11
  they
• 33:11
  have
• 33:11
  the
• 33:11
  drive
• 33:12
  to
• 33:12
  want
• 33:12
  to
• 33:12
  do
• 33:12
  it.
• 33:14
  A
• 33:14
  lot
• 33:14
  of
• 33:14
  these
• 33:14
  people
• 33:15
  are
• 33:16
  often
• 33:16
  new
• 33:16
  to
• 33:17
  it,
• 33:17
  but
• 33:17
  they
• 33:17
  have
• 33:18
  more
• 33:18
  of
• 33:18
  a
• 33:18
  hunger
• 33:19
  and
• 33:19
  they
• 33:19
  just
• 33:19
  keep
• 33:20
  testing
• 33:20
  and
• 33:20
  Testing
• 33:21
  and
• 33:21
  some
• 33:22
  of
• 33:22
  them
• 33:22
  will
• 33:23
  make,
• 33:24
  you
• 33:24
  know,
• 33:24
  five,
• 33:25
  ten
• 33:25
  videos
• 33:25
  on
• 33:25
  one
• 33:26
  of
• 33:26
  your
• 33:26
  products
• 33:26
  just
• 33:27
  because,
• 33:27
  because
• 33:27
  they
• 33:28
  want
• 33:28
  to
• 33:28
  make
• 33:28
  those
• 33:28
  sales.
• 33:29
  So
• 33:30
  I
• 33:30
  think
• 33:30
  not
• 33:31
  underestimating
• 33:31
  the
• 33:32
  newer
• 33:32
  affiliates
• 33:33
  and
• 33:33
  the
• 33:33
  ones
• 33:33
  that
• 33:33
  have
• 33:33
  the
• 33:33
  SORT
• 33:34
  following
• 33:34
  because
• 33:35
  they
• 33:35
  can
• 33:36
  be
• 33:36
  real
• 33:36
  powerhouses.
• 33:38
  Okay,
• 33:40
  that's
• 33:40
  quite
• 33:41
  interesting.
• 33:41
  I
• 33:42
  wouldn't
• 33:42
  have
• 33:42
  guessed
• 33:42
  that
• 33:43
  one
• 33:43
  to
• 33:43
  be
• 33:43
  very
• 33:43
  honest.
• 33:45
  So
• 33:46
  TikTok
• 33:46
  Shop
• 33:47
  raised
• 33:47
  its
• 33:47
  European
• 33:48
  commissions
• 33:48
  from
• 33:49
  5
• 33:49
  to
• 33:49
  9%
• 33:50
  at
• 33:50
  the
• 33:50
  beginning
• 33:51
  of
• 33:51
  2026.
• 33:53
  Does
• 33:53
  that
• 33:54
  really
• 33:54
  change
• 33:54
  the
• 33:55
  economics
• 33:55
  for
• 33:55
  a
• 33:55
  brand
• 33:56
  like
• 33:56
  Philips
• 33:56
  and
• 33:57
  what
• 33:57
  does
• 33:57
  it
• 33:58
  signal
• 33:58
  about
• 33:59
  where
• 33:59
  the
• 33:59
  platform
• 33:59
  is
• 34:00
  heading?
• 34:01
  Yeah,
• 34:01
  I
• 34:01
  think
• 34:01
  that
• 34:02
  you
• 34:02
  know
• 34:02
  this
• 34:02
  is
• 34:02
  going
• 34:03
  to
• 34:03
  happen
• 34:03
  as
• 34:04
  a
• 34:04
  platform
• 34:04
  gets
• 34:04
  established.
• 34:05
  I
• 34:05
  think
• 34:05
  there's
• 34:05
  always
• 34:06
  the,
• 34:07
  in
• 34:07
  the
• 34:07
  early
• 34:07
  days
• 34:08
  a
• 34:08
  platform
• 34:09
  needs
• 34:09
  to
• 34:09
  make
• 34:09
  it
• 34:09
  appealing
• 34:10
  for
• 34:10
  brands
• 34:10
  to
• 34:10
  be
• 34:10
  able
• 34:11
  to
• 34:11
  onboard,
• 34:12
  especially
• 34:12
  when
• 34:12
  it's
• 34:13
  very
• 34:13
  unknown
• 34:13
  and
• 34:14
  very
• 34:14
  new.
• 34:14
  So
• 34:16
  I
• 34:16
  think
• 34:16
  there
• 34:16
  was
• 34:16
  an
• 34:17
  element
• 34:17
  of
• 34:17
  it
• 34:17
  that
• 34:17
  we,
• 34:18
  we
• 34:18
  kind
• 34:18
  of
• 34:19
  anticipated
• 34:20
  obviously
• 34:21
  when
• 34:22
  we
• 34:22
  spoke
• 34:22
  about
• 34:22
  it
• 34:22
  earlier
• 34:23
  in
• 34:23
  terms
• 34:23
  of
• 34:23
  the
• 34:23
  profitability
• 34:24
  that
• 34:24
  is
• 34:24
  still
• 34:25
  a
• 34:25
  very,
• 34:25
  very
• 34:25
  important
• 34:26
  part
• 34:26
  of,
• 34:26
  of
• 34:27
  us
• 34:27
  wanting
• 34:27
  to
• 34:27
  delve
• 34:28
  into
• 34:28
  this
• 34:28
  channel
• 34:28
  and
• 34:29
  it
• 34:29
  still
• 34:29
  remains
• 34:30
  very,
• 34:30
  very
• 34:31
  important
• 34:31
  for
• 34:31
  us
• 34:31
  to
• 34:32
  retain
• 34:33
  profitability.
• 34:33
  So
• 34:34
  you
• 34:35
  know,
• 34:35
  hopefully
• 34:35
  it
• 34:35
  doesn't
• 34:36
  continue
• 34:36
  to
• 34:37
  rise
• 34:37
  up
• 34:38
  but
• 34:39
  I
• 34:39
  think
• 34:39
  it's
• 34:40
  something
• 34:40
  that
• 34:40
  all
• 34:40
  brands
• 34:41
  you
• 34:41
  know,
• 34:41
  need
• 34:41
  to,
• 34:42
  need
• 34:42
  to
• 34:43
  be
• 34:43
  cognizant
• 34:44
  of
• 34:44
  and
• 34:44
  aware
• 34:44
  of.
• 34:45
  But
• 34:45
  I
• 34:46
  think
• 34:46
  you
• 34:46
  know,
• 34:46
  TikTok
• 34:47
  know
• 34:47
  the
• 34:47
  power
• 34:48
  that
• 34:48
  they
• 34:48
  have
• 34:49
  now.
• 34:49
  I
• 34:50
  think
• 34:50
  the
• 34:50
  early
• 34:50
  days
• 34:51
  especially
• 34:51
  and
• 34:51
  it's
• 34:51
  still
• 34:51
  in
• 34:52
  some
• 34:52
  of
• 34:52
  the
• 34:52
  newer
• 34:52
  markets
• 34:53
  it's
• 34:53
  still
• 34:53
  very
• 34:53
  much
• 34:53
  about
• 34:54
  onboarding
• 34:54
  brands
• 34:55
  but
• 34:55
  in
• 34:55
  more
• 34:56
  of
• 34:56
  the
• 34:56
  established
• 34:56
  markets
• 34:57
  and
• 34:57
  I
• 34:57
  would
• 34:57
  say
• 34:57
  Germany
• 34:58
  is,
• 34:58
  is
• 34:58
  getting
• 34:59
  very
• 34:59
  close
• 34:59
  to
• 34:59
  the
• 35:00
  UK
• 35:00
  as
• 35:00
  well
• 35:01
  in
• 35:02
  terms
• 35:02
  of
• 35:02
  being
• 35:03
  the
• 35:03
  penetration
• 35:03
  in
• 35:03
  the
• 35:04
  market.
• 35:04
  They
• 35:04
  know
• 35:05
  the
• 35:05
  strength
• 35:05
  that
• 35:05
  they
• 35:05
  have
• 35:06
  so
• 35:06
  I
• 35:06
  think
• 35:06
  that
• 35:06
  that
• 35:07
  will
• 35:07
  continue
• 35:07
  but
• 35:08
  it's
• 35:08
  something
• 35:09
  that
• 35:09
  you
• 35:09
  know
• 35:09
  we
• 35:10
  are
• 35:10
  keeping
• 35:10
  a
• 35:11
  very
• 35:11
  close
• 35:11
  eye
• 35:11
  on.
• 35:12
  Great.
• 35:14
  So
• 35:14
  we
• 35:14
  are
• 35:15
  almost
• 35:15
  coming
• 35:15
  to
• 35:15
  an
• 35:16
  end.
• 35:16
  I
• 35:16
  have
• 35:16
  like
• 35:16
  one
• 35:17
  last
• 35:17
  question.
• 35:17
  Stephanie,
• 35:19
  our
• 35:19
  next
• 35:19
  Monday
• 35:20
  question.
• 35:21
  So
• 35:22
  what
• 35:22
  is
• 35:22
  the
• 35:22
  concrete
• 35:23
  thing
• 35:23
  your
• 35:23
  listen,
• 35:24
  our
• 35:24
  listeners
• 35:25
  could
• 35:25
  take
• 35:25
  away
• 35:26
  from
• 35:26
  today
• 35:27
  what
• 35:27
  they
• 35:27
  could
• 35:28
  do
• 35:28
  next
• 35:28
  Monday
• 35:29
  to
• 35:30
  start
• 35:31
  the
• 35:31
  TikTok
• 35:31
  Shop
• 35:32
  business?
• 35:34
  What
• 35:34
  would
• 35:34
  you
• 35:34
  recommend
• 35:35
  them
• 35:35
  to
• 35:35
  do
• 35:35
  if
• 35:36
  they
• 35:36
  want
• 35:36
  to
• 35:36
  start?
• 35:38
  If
• 35:39
  you
• 35:39
  want
• 35:39
  to
• 35:39
  start,
• 35:40
  my
• 35:40
  suggestion
• 35:41
  would
• 35:41
  be
• 35:41
  start
• 35:42
  watching
• 35:43
  as
• 35:43
  many
• 35:44
  lives
• 35:45
  as
• 35:45
  you
• 35:45
  can.
• 35:46
  Start
• 35:46
  to
• 35:47
  follow
• 35:47
  some
• 35:47
  of
• 35:47
  the
• 35:47
  top
• 35:47
  performing
• 35:48
  brands,
• 35:49
  go
• 35:49
  on
• 35:49
  to
• 35:51
  platforms
• 35:51
  like
• 35:52
  Callowdata
• 35:52
  where
• 35:53
  you
• 35:53
  can
• 35:53
  see
• 35:53
  some
• 35:53
  of
• 35:54
  the
• 35:54
  top
• 35:54
  performing
• 35:54
  brands.
• 35:55
  You
• 35:55
  can
• 35:55
  see
• 35:56
  very
• 35:56
  easily
• 35:56
  by
• 35:57
  market.
• 35:57
  You
• 35:57
  can
• 35:58
  see
• 35:58
  the
• 35:58
  best
• 35:58
  performing
• 35:59
  products,
• 35:59
  the
• 35:59
  best
• 35:59
  performing
• 36:00
  shop
• 36:00
  brands,
• 36:01
  then
• 36:01
  hunt
• 36:01
  them
• 36:02
  down
• 36:02
  in
• 36:02
  TikTok
• 36:03
  shop,
• 36:03
  start
• 36:03
  to
• 36:04
  watch
• 36:04
  their
• 36:04
  lives,
• 36:04
  see
• 36:05
  how
• 36:05
  they
• 36:05
  manage
• 36:05
  their
• 36:06
  lives,
• 36:06
  what
• 36:06
  kind
• 36:06
  of
• 36:07
  hooks
• 36:07
  that
• 36:07
  they're,
• 36:08
  they're
• 36:08
  talking
• 36:08
  about.
• 36:09
  Then
• 36:09
  start
• 36:10
  to
• 36:10
  have
• 36:10
  a
• 36:10
  look
• 36:10
  at
• 36:10
  their
• 36:10
  affiliate
• 36:11
  content.
• 36:11
  Just
• 36:11
  get
• 36:11
  a
• 36:12
  feel
• 36:12
  as
• 36:12
  to
• 36:13
  what
• 36:13
  these
• 36:13
  top
• 36:13
  performing
• 36:14
  brands
• 36:14
  are
• 36:14
  doing.
• 36:16
  And
• 36:16
  then
• 36:16
  what
• 36:17
  I
• 36:17
  would
• 36:17
  suggest
• 36:17
  doing
• 36:18
  is
• 36:18
  create
• 36:18
  your
• 36:19
  seller
• 36:19
  center.
• 36:20
  Because
• 36:20
  as
• 36:20
  soon
• 36:20
  as
• 36:21
  you
• 36:21
  create
• 36:21
  your
• 36:21
  seller
• 36:21
  center,
• 36:22
  you'll
• 36:22
  be
• 36:22
  able
• 36:22
  to
• 36:23
  start
• 36:23
  to
• 36:23
  test
• 36:23
  to
• 36:23
  learn
• 36:24
  the
• 36:24
  functionalities
• 36:25
  and
• 36:25
  you
• 36:25
  will
• 36:25
  also
• 36:26
  see
• 36:26
  some
• 36:26
  internal
• 36:27
  data.
• 36:27
  You'll
• 36:27
  see
• 36:28
  see
• 36:28
  top
• 36:28
  performing
• 36:29
  in
• 36:29
  categories
• 36:30
  and
• 36:30
  you
• 36:30
  can
• 36:30
  see
• 36:30
  top
• 36:31
  performing
• 36:31
  affiliates.
• 36:32
  And
• 36:33
  then
• 36:33
  the
• 36:33
  next
• 36:34
  stage
• 36:34
  would
• 36:34
  be
• 36:34
  you
• 36:35
  can
• 36:35
  start
• 36:35
  to
• 36:35
  go
• 36:35
  live
• 36:36
  and
• 36:36
  start
• 36:36
  to
• 36:36
  test.
• 36:36
  But
• 36:37
  I
• 36:37
  would
• 36:37
  say
• 36:37
  get
• 36:37
  a
• 36:38
  grounding
• 36:38
  as
• 36:38
  to
• 36:38
  what
• 36:39
  is
• 36:39
  working
• 36:39
  well
• 36:40
  in
• 36:40
  your
• 36:40
  market
• 36:40
  and
• 36:41
  in
• 36:41
  your
• 36:41
  category
• 36:42
  first.
• 36:42
  That
• 36:43
  would
• 36:43
  be
• 36:43
  my
• 36:43
  first
• 36:43
  piece
• 36:44
  of
• 36:44
  advice.
• 36:45
  Okay,
• 36:45
  great.
• 36:46
  Thank
• 36:46
  you
• 36:46
  so
• 36:47
  much.
• 36:47
  Welcome.
• 36:48
  And
• 36:48
  I
• 36:48
  would
• 36:48
  say
• 36:48
  it's
• 36:49
  definitely
• 36:49
  proven
• 36:49
  now
• 36:50
  that
• 36:50
  just
• 36:51
  to
• 36:52
  say
• 36:52
  like
• 36:52
  we're
• 36:53
  now
• 36:53
  connected
• 36:53
  to
• 36:53
  TikTok
• 36:54
  shop
• 36:54
  is
• 36:54
  not
• 36:54
  enough
• 36:55
  to
• 36:55
  make
• 36:55
  any
• 36:56
  sense.
• 36:59
  Yeah.
• 37:00
  But
• 37:00
  some,
• 37:00
  yeah,
• 37:01
  some
• 37:01
  brands
• 37:01
  are
• 37:01
  still
• 37:01
  doing
• 37:02
  this.
• 37:02
  So
• 37:02
  actually,
• 37:03
  thank
• 37:03
  you
• 37:04
  for
• 37:04
  this
• 37:04
  episode,
• 37:05
  Stephanie.
• 37:05
  It
• 37:05
  was
• 37:06
  really,
• 37:06
  really
• 37:06
  great
• 37:06
  to
• 37:07
  get
• 37:07
  more
• 37:07
  insights
• 37:08
  from
• 37:08
  a
• 37:08
  really
• 37:09
  brand
• 37:09
  perspective.
• 37:11
  Yeah.
• 37:12
  To
• 37:12
  hear
• 37:12
  how
• 37:12
  you
• 37:13
  did
• 37:14
  evolved
• 37:14
  and
• 37:15
  how
• 37:15
  you
• 37:15
  started
• 37:16
  a
• 37:16
  platform
• 37:16
  business
• 37:17
  with
• 37:17
  TikTok
• 37:17
  Shop,
• 37:17
  but
• 37:18
  also
• 37:18
  how
• 37:19
  you
• 37:19
  expanded
• 37:19
  it.
• 37:21
  Yeah.
• 37:21
  So
• 37:21
  a
• 37:21
  huge
• 37:22
  thank
• 37:22
  you
• 37:22
  to
• 37:22
  you.
• 37:23
  Thank
• 37:23
  you,
• 37:23
  Valerie,
• 37:24
  for
• 37:25
  being
• 37:25
  so
• 37:25
  open
• 37:25
  and
• 37:26
  concrete
• 37:26
  about
• 37:28
  what
• 37:28
  you
• 37:28
  did
• 37:29
  and
• 37:29
  how
• 37:29
  you
• 37:29
  did
• 37:29
  it.
• 37:30
  Thank
• 37:30
  you
• 37:30
  so
• 37:30
  much
• 37:31
  for
• 37:31
  having
• 37:31
  me.
• 37:32
  You're
• 37:32
  welcome.
• 37:33
  And
• 37:33
  yeah.
• 37:34
  And
• 37:34
  if
• 37:34
  you
• 37:34
  enjoyed
• 37:34
  this
• 37:35
  episode,
• 37:35
  please
• 37:35
  follow
• 37:35
  and
• 37:36
  subscribe
• 37:36
  to
• 37:36
  let's
• 37:37
  Talk
• 37:37
  Marketplace
• 37:37
  on
• 37:38
  Spotify,
• 37:38
  Apple
• 37:38
  podcast
• 37:39
  or
• 37:39
  YouTube.
• 37:40
  And
• 37:41
  yeah,
• 37:41
  this
• 37:42
  genuinely
• 37:42
  helps
• 37:42
  us
• 37:43
  reach
• 37:43
  more
• 37:44
  people
• 37:44
  in
• 37:44
  the
• 37:44
  marketplace
• 37:45
  industry
• 37:45
  to
• 37:45
  connect
• 37:46
  you
• 37:46
  with
• 37:46
  each
• 37:46
  other.
• 37:47
  And
• 37:48
  yeah,
• 37:48
  Ingrid
• 37:49
  will
• 37:49
  be
• 37:49
  back
• 37:49
  next
• 37:49
  week
• 37:50
  and
• 37:50
  we
• 37:50
  will
• 37:50
  have
• 37:50
  a
• 37:51
  great
• 37:51
  episode
• 37:52
  lined
• 37:52
  up
• 37:52
  with
• 37:52
  the
• 37:53
  latest
• 37:53
  news
• 37:54
  from
• 37:55
  the
• 37:55
  past
• 37:55
  month
• 37:55
  of
• 37:55
  the
• 37:56
  marketplace
• 37:56
  industry,
• 37:57
  the
• 37:57
  two
• 37:57
  of
• 37:58
  us.
• 37:58
  So
• 38:00
  listen
• 38:00
  to
• 38:00
  us
• 38:01
  and
• 38:01
  see
• 38:01
  you
• 38:02
  then.
• 38:02
  Bye.
• 38:02
  Bye.
• 38:08
  You
• 38:08
  listened
• 38:08
  to
• 38:09
  let's
• 38:09
  Talk
• 38:09
  Marketplace,
• 38:10
  the
• 38:10
  Marketplace
• 38:11
  podcast
• 38:12
  with
• 38:12
  Ingrid
• 38:12
  Lommer
• 38:13
  and
• 38:13
  Vanneri
• 38:13
  Dichtel.