Cross-Cultural Communication Effects and Narrative Strategies of Yiwu Small-Commodity Videos on TikTok

This study examines the narrative strategies and cross-cultural communication potential of Yiwu small-commodity videos on TikTok. Short-form video has become an important channel for small suppliers, yet limited research considers how ordinary, low-cost products are communicated across linguistic and cultural boundaries. The study manually coded 15 public videos from three Yiwu-related accounts and compared narrative type, source-proximity cues, product demonstration, presenter roles, audiovisual features, views, and engagement rates. The findings indicate that visible source settings, product actions, and stable presenters may support product and seller recognition. However, repetitive price-led promotion, incomplete localisation, limited dialogue, and uneven algorithmic exposure constrain interpretation. Reach and proportional interaction also produced different account rankings, so engagement metrics cannot establish trust, understanding, sales, or causal narrative effects. The study recommends diversified problem-solution and process narratives, accurate market-specific subtitles, visible response practices, and coordinated content series. It extends short-video research to small-commodity trade and offers practical guidance for export-oriented merchants with limited translation and production resources.