How to use TikTok to promote low-cost, low-tech products

Let’s take a look at a niche brand, Conzuri, which has achieved tens of millions of views on TikTok overseas with a very simple but effective strategy.

Website: https://www.conzuri.com/

Of course, marketing strategies serve the overall brand positioning, and the positioning chosen by Conzuri is the absolute necessity of a certain group of people.

The category we are talking about today may be familiar to everyone: height-increasing shoes.

In the first episode of the first season of Sex and the City, a man in the show complained about the powerful women in New York: "Every woman in New York has rejected at least ten good men because they were too short, too fat or too poor."

Height is probably a knot and obsession that many men will never be able to get over.

Pain points mean huge commercial value.

In the large category of the footwear and apparel market, choose a small niche category, target a certain scenario of a certain group of people, and avoid direct competition with giants. This strategy allows many small sellers and small brands to occupy the blue ocean category within the red ocean category and live very comfortably.

We have previously analyzed " Vessi Waterproof Shoes, which has grown rapidly with the potential of TikTok " . It is a dark horse that has grown rapidly in a small blue ocean category by discovering a pain point of a certain group of people. For Canadians who live in rainy and humid weather all year round, a pair of running shoes and casual shoes that can keep feet dry and can be worn in daily life and work is a good product that can help in times of need.

There are various subcategories under shoes and clothing, which are huge in scale and relatively less saturated in competition.

For example, the safety shoes category, where many Chinese sellers have obtained results, has accumulated 260 million views on this product category alone on TikTok.

Another example is the "barefoot" shoes that help people get closer to nature. The characteristic of this type of shoes is the "barefoot" sole that creates a barefoot experience, allowing consumers' feet to enjoy the return to the original walking feeling. This product label has also accumulated 110 million views on TikTok.

The height-increasing shoes chosen by Conzuri are a boon to short men, and this subcategory also has a huge demand scale.

Men's desire for a tall and strong figure is determined by the natural laws of human society. This is an instinct rooted in the genes of humans since primitive society. The instinct of human survival and reproduction to keep genes alive determines that we subconsciously make choices that are more conducive to survival and reproduction. Just as men prefer women with big buttocks and big breasts, who appear to have better reproductive abilities; women also instinctively tend to prefer strong men who seem to be able to protect them and their offspring, are better at catching prey, and provide food for the family.

As a low-cost, low-tech, and immediate height-increasing product, height-increasing shoes do not have high industry barriers. So, how did Conzuri use TikTok to open up the market?

Conzuri’s content strategy is very simple, and the cost of content production is not high. It is also a very effective strategy that I mentioned in my previous article "I can’t bear to watch! How a very dirty product can fly with TikTok" : street interviews.

Randomly find visitors on the street, ask them questions about their height, and then give them a pair of Conzuri height-increasing shoes. After trying them on, let the interviewees measure their height and take photos to record their joy.

The seemingly simple and crude video content has brought the brand many million-level hit videos.

We, the operators, all know that the most painful part of short video content creation is creativity. The biggest advantage of street interviews is that they can be replicated infinitely. As long as we determine the template of the interview topic and use the fixed topic template to find different and interesting interviewees on the street, we can use limited topics to produce unlimited content.

The creativity can be fixed, but since the interviewees you meet are all different, does that mean the content can present infinite possibilities?

The structure of the video content also determines that the performance data of this type of video is very good. If a random question is asked to a passerby on the street, will the audience be interested and stay to see the respondent's reaction?

Ask the interviewees whether they are satisfied with their height and whether they want to be taller, and then give them the product so that the audience can see the before and after comparison after using the product. The realism and fireworks reflected in the real street scene, seamlessly implanted in the product advertisement, is it more convincing than the hard advertisement of "Wang Po selling melons, boasting about her own products"?

The reason behind Conzuri's success is not complicated. It chose a track with relatively insufficient competition but a certain scale of sub-categories, and used the proven ideas to continuously replicate and amplify them on TK.

Who says TikTok has no chance overseas?