The posting
TikTok Shop SEA is redefining shopping by bringing discovery, entertainment, and commerce into one experience. Across Southeast Asia, we work at the intersection of technology, content, business, and operations to build a trusted, engaging e-commerce ecosystem where users, sellers, creators, and partners can connect and grow.
As the platform scales across SEA, we take on complex challenges across content, commerce, trust, and the differing needs of each local market, while driving sustainable growth in the ecosystem. You will shape the future of e-commerce in a region with sustained growth and strong long-term potential.
We are seeking an Apparel Acquisition & Incubation Team Leader with profound industry insights, sharp commercial acumen, and strong execution capabilities. You will build and lead a team to uncover sub-category and target audience opportunities based on deep insights into global (US, CN, TH, TR, Middle East) and local (Indonesia) apparel markets, ultimately reshaping the apparel supply chain ecosystem. You will be responsible for building an apparel brand incubator from scratch, formulating breakthrough strategies against competitors, and driving explosive growth in category supply and GMV.
Responsibilities 1. Category Strategy & Market Insight Macro Strategy: Diagnose the local market based on successful apparel growth in mature markets. Analyze penetration rates across demographics (students, working women, young men) and purchasing scenarios (festivals, daily gatherings, weddings, Korean-style commute/sports) to identify core growth spaces. Sub-category Mining: Pinpoint high-potential sub-category opportunities, such as emerging designer womenswear, mid-to-high-end womenswear, and plus-size fashion. Competitor Analysis & Defense: Regularly audit sub-category Concentration Ratios (CR) and benchmark against major competitor platforms to develop breakthrough strategies for weak categories. 2. Supply Side Acquisition & Ecosystem Manufacturer Segmentation & Empowerment: Identify quality manufacturers with low online presence. Avoid a "one-size-fits-all" store-opening approach by matching manufacturing capacity with diversified supply models: - Factory to Seller (F2S): Connect factories with existing sellers to expand production capacity. - Factory to Customer (F2C): Assist capable factories in building direct-to-consumer storefronts. - Factory to Brand (F2B): Link top-tier manufacturers with local designers. High-potential Brand & IP Discovery: Recruit brands with strong offline word-of-mouth but low online presence, niche brands with large social media followings (e.g., skate shoes), and local designers with clear stylistic personas (e.g., Ivan, Agoest). 3. Incubator Building & Trend Ops Incubator Construction: Design and operate the "Emerging Apparel Brand Incubator" from scratch to cultivate future top-tier merchants. Trend-driven Supply: Capture cultural festivals (e.g., Ramadan) and local trends to reverse-guide merchants in product development and supply fulfillment. 4. Breakthrough Tactics & Innovation Cost-effective Category Innovation: Focus on high-frequency, highly price-sensitive goods (e.g., socks, bras, hijabs). Study the advantages of competitors' 1P (first-party) goods and explore innovative supply chain models like "pseudo-1P" operations. Compliance & Ecosystem Governance: Navigate the nuances of white-label and lower-tier markets. Use "IP protection" as an offensive tactic to squeeze out low-quality/infringing goods and support original, legitimate supply. 5. Team Leadership Lead the acquisition and incubation team, drilling down to merchant-level operational strategies. Optimize cross-functional collaboration to achieve business targets in a complex environment.
Minimum Qualifications: - Education & Experience: Bachelor's degree or above. 5+ years of experience in e-commerce, apparel retail, brand consulting, or supply chain management, with 3+ years in team leadership. - Industry Expertise: Deep passion and understanding of the apparel industry, including fabrics, fits, and trends. - Commercial Acumen: Exceptional data analytical skills. Ability to derive actionable strategies by auditing macro markets, competitor performance, and merchant CR. - Language: Fluent English is required as a working language.
Preferred Qualifications: - Market Resources: Brings abundant apparel supply chain and local designer network resources (Indonesia or SEA markets strongly preferred). - Innovation & Advanced Operations: Experience in piloting new retail models, pseudo-1P models, or large-scale incubator projects from scratch. Familiar with the dynamics of white-label markets and capable of devising effective platform governance strategies. - Culture & Local Language: Deep understanding of SEA (especially Indonesia) consumer culture, aesthetic preferences, and price sensitivity.
