Hangzhou Amazon sold like hot cakes, and sold for $7 million on TikTok

“ Amazon is too big. ”

Volume has become one of the few consensuses among Amazon sellers, and finding a way out of the dilemma is urgent.

Some sellers choose to increase their efforts in product development, pinning their hopes on the next hit product; some invest in product research and development, hoping to deepen the brand’s moat through product innovation; and some sellers decide to put their eggs in different baskets and try to deploy on other platforms to find the brand’s second growth curve.

Among them, TikTok can be regarded as one of the most chosen platforms for Amazon sellers.

A Hangzhou company decided to go overseas

There are countless cases of Amazon sellers entering TikTok, and many sellers have achieved remarkable results. The protagonist of today's article, Hangzhou Myrick Technology, is one of them.

According to data, Myrick Technology was founded in May 2018, focusing on the fitness products track. That year, the American fitness company Peloton won $550 million in financing and was valued at over $4 billion.

For a time, the entire fitness equipment circle was in an uproar, and Peloton allowed other companies to see the possibility of consumption upgrading in the fitness market.

At the beginning, Mairick mainly focused on the domestic market, and in 2022 it ranked first in the sub-categories of e-commerce platforms such as Tmall and JD.com.

However, as competition in the domestic fitness equipment market has become increasingly fierce, peers have started a price war. Against this backdrop, Mairick has begun to turn its attention to overseas markets. Its goal is to achieve equal revenue in the domestic and overseas markets by 2025.

After embarking on the overseas expansion, Amazon was naturally the first choice for Merrick. After searching for its brand keyword MERACH on Amazon, E-En found that many of its product lines performed well. Take one of its rowing machines as an example:

Information shows that the price of this rowing machine is $259.99, with sales of more than 4,000 units in the past month, more than 1,900 reviews, and an overall score of 4.4. It is worth noting that this rowing machine has already ranked first on the BS list in the niche track.

In addition to this rowing machine, MERACH has many other products on Amazon that have performed well, such as the bicycle pedal exerciser with monthly sales of more than 600, the mini pedal exerciser with monthly sales of more than 1,000, and the fitness bike with monthly sales of more than 400.

Of course, Mairick also understands the importance of walking on multiple legs. At present, it has laid out multiple channels overseas, including Amazon, independent websites and TikTok, among which TikTok's recent performance has attracted the most attention.

Selling for 7 million US dollars, Mike created a hit on TikTok

In the second half of this year, a fitness equipment called "Shake Machine" became popular on TikTok. This product is a new weight loss tool created by Hangzhou Myrick Technology.

It is understood that Mairick officially entered the US region of TikTok Shop at the end of 2023. In a short period of time, Mairick rushed into the top 10 sales of all categories in the US region of TikTok Shop, with cumulative sales exceeding US$7 million.

Less than a year after entering TikTok Shop, TikTok Shop has become one of Mairick's highest-selling channels overseas. The explosive growth brought by content marketing has made Mairick taste the sweetness.

On TikTok, Mairick mainly completed conversions through seeding videos and live streaming. In the early days of entering TikTok Shop, an accidental opportunity helped Mairick's operations team open up their minds.

At that time, his account posted a video teaching how to use a horse riding machine (a piece of sports equipment). As a result, an influencer sent a private message to the backstage expressing his willingness to promote this product. Unexpectedly, the product became popular directly, which made Mairick realize the importance of influencer marketing.

More than half of the staff in Mairick's TikTok operation team are responsible for the work of establishing connections with influencers, which is enough to show how much importance Mairick attaches to influencers. So far, Mairick has established and maintained cooperative relationships with thousands of influencers.

On the other hand, Mai Ruike has also put a lot of effort into live streaming sales. As we all know, compared with China, the acceptance of live streaming sales overseas is not very high, so it is not easy to make the live streaming room well.

In order to make overseas consumers feel familiar, Mairick spent a lot of money to build a live broadcast room that simulates a foreign fitness environment, and recruited more than a dozen foreign anchors with rich experience.

After a period of training and running-in, Mairick launched a 97-hour live broadcast "marathon" during this summer's promotion, which directly sold GMV of 100,000 US dollars.

In fact, the fact that Myrick became popular on TikTok is also a general trend. Data shows that fitness-related products have set off a wave of popularity on TikTok this year.

Sports brands including Fitnessathome, Halara and OQQ have all made great strides on TikTok: Halara's store sales have exceeded US$4 million for five consecutive months; OQQ's tights and shapewear have become a popular product on TikTok; Fitnessathome's sales on TikTok in half a year have exceeded US$7 million.

Overall, a good platform and an excellent brand are actually complementary to each other, and TikTok also hopes to attract more brands to join. To this end, TikTok has lowered the entry threshold.

TikTok further lowers entry threshold in the US

Recently, TikTok released an official announcement, saying that it will further stimulate the business vitality of merchants and continue to encourage high-quality merchants with operational experience to settle in.

Specifically, TikTok has lowered the difficulty for sellers to enter the platform in multiple dimensions:

Optimized Amazon SC rating from the original requirement of store rating less than or equal to 4 points to 3.5 points; cancelled the 500,000 turnover requirement for Walmart, Wayfair, and eBay; adjusted the store opening time for Wayfair qualifications from 6 months to no less than 3 months; optimized the requirements of Walmart DSV, AMZ VC and other e-commerce platforms such as the 6-month supply; cancelled the DTC requirement for the total number of fans on each social media platform; opened up domestic Douyin e-commerce to well-known brands; added entry channels for three types of merchants: TEMU semi-hosted, Shein semi-hosted, and AliExpress self-operated.

It is obvious that TikTok now wants to poach sellers from multiple platforms, which is also good news for sellers.

For many sellers on other platforms, having multiple channels is definitely not a bad thing. For sellers who have time and energy, you can take this opportunity to try to set up TikTok Shop. Even if it is just to test the products, there will be considerable gains.

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