Chinese brands are popular on TikTok, with 14,000 units of a single product sold out!

As we all know, the United States is one of the world's largest home fitness equipment markets . Therefore, many cross-border sellers will consider sports equipment products when selecting products. This type of product not only has a high average order value, but also has better user stickiness.

Among them, home treadmills are a very popular track. The huge demand from North American consumers has also led to the birth of a number of best-selling products, and the sports equipment brand SupeRun is one of them.

In addition to being hot-selling on traditional brands such as Amazon, the brand sold over 10,000 units in just a few months after entering TikTok.

With monthly sales of 1.6 million US dollars, it was selected into the BS list on Amazon

It is understood that SupeRun is a brand from Hangzhou. Its product features a large number of intelligent applications. Through the combination of software and hardware, SupeRun's products can help consumers experience online events immersively, thereby stimulating users' enthusiasm for sports. This is also a major highlight that distinguishes SupeRun from traditional treadmill brands.

At present, the brand has deployed multiple e-commerce platforms including Amazon, Walmart and TikTok. Taking Amazon as an example, a popular treadmill under the brand with a unit price of US$189.99 has accumulated 1,100 reviews and an overall score of 4.4 points.

Data shows that this product has sold over 8,000 units in the past month, with sales exceeding 1.6 million US dollars. In Amazon's treadmill BS list, this product also ranks in the top ten. In addition, the search volume of SupeRun's related search terms "superun walking pad" on Amazon has reached more than 20,000, which shows that its brand awareness has been established overseas, and consumers have spontaneously searched for products through brand terms.

On Walmart's e-commerce platform, although SupeRun's sales volume is not as high as Amazon's, it is also included in the platform's BS list, with more than 300 reviews and an overall score of 4.3 points.

In addition to entering third-party platforms, SupeRun has also built its own independent website to facilitate fans to quickly find its official website through Google. According to Google Trends data, the search volume of the brand word "SupeRun" in the United States has been on a steady upward trend in the past 12 months, but has declined slightly in the past three months.

On SupeRun's independent website, you can see that it not only sells its own treadmills, but also recommends its smart APP. In this way, users can have a 1v1 running duel with opponents in a virtual space, or organize a multi-person marathon.

This immersive experience solves the pain point of users being bored after running for a long time. At the same time, the addition of a multiplayer mode can not only encourage old users to recommend new users on their own, but also maintain user stickiness for a longer period of time.

In addition, SupeRun has placed reviews from multiple foreign media outlets in a prominent position on its official website, including well-known overseas media outlets such as CBS, NBC and Yahoo. With the endorsement of these media outlets, it is believed that it will be more comfortable in attracting new customers.

With product advantages and official recommendations, it is no wonder that SupeRun can break out of the sports equipment track where old giants gather. However, SupeRun has another killer feature that helps it quickly stand out, that is, overseas social media channels.

SupeRun sold 14,000 units of a single product on TikTok

So far, SupeRun has registered official accounts on platforms including Instagram, Facebook and TikTok. Among them, SupeRun's recent performance on TikTok is very impressive.

Data shows that after a treadmill priced at $139 under SupeRun was launched on TikTok Shop in October last year, its total sales reached 14,000 units, making it the store's best-selling product.

According to its store information, this product currently has over 900 reviews, with an average rating of 4.4. A large number of consumers have left messages saying that they like this treadmill very much, saying that "walking 10,000 steps on it is just a blink of an eye."

It is understood that SupeRun mainly promotes products on TikTok through the model of cooperation with influencers. Data shows that in the past month, a total of 18 influencers promoted SupeRun's treadmill, with an average number of fans exceeding 100,000, and the largest influencer has 500,000 fans.

It can be seen that the cooperation model is different from that of other brands. SupeRun prefers celebrities with a certain number of fans. After all, the average order value of its own products is relatively high, and it is difficult for ordinary small Internet celebrities to promote the products to the audience.

Currently, SupeRun’s related topics have over 6 million views on TikTok, and its official account has accumulated more than 10,000 followers. In the profile column, SupeRun also left a cooperation email address for those who want to cooperate, which shows how much it values ​​influencer marketing. Generally speaking, most brands will choose to leave their official website link or Amazon link here.

If TikTok is another major sales channel for SupeRun, then Instagram and Facebook are purely for brand promotion. After searching, it was found that SupeRun has 3,948 and 2,406 fans on Instagram and Facebook respectively. Most of the content on the account is product introductions and promotions, but it can be seen that the video mode is obviously not as effective as TikTok.

And judging from the quality of the content, SupeRun has clearly shifted its marketing focus to TikTok. Real user feedback is definitely more attractive to customers than blunt product introductions.

At present, SupeRun has successfully built three major sales links: independent website, Amazon and TikTok. Through this multi-channel sales model, the brand can greatly reduce its dependence on a single platform, and then lay a good foundation for long-term development in the future.

There are already many big sellers in the sports equipment track

Although the concept of fitness has only become popular in China in recent years, it has long been a necessity in developed countries and regions in Europe and the United States. According to Global Market Insights data, the global fitness equipment market is expected to exceed US$25 billion by 2027.

Although the domestic fitness concept lags behind that of Europe and the United States, China has always been ahead of the industry average in the production and export of fitness equipment. According to statistics from the General Administration of Customs of China, the annual compound growth rate of the total value of China's fitness equipment exports from 2017 to 2021 was 32.88%, showing a trend of sustained growth. In 2021, the total value of fitness equipment exports reached US$8.945 billion.

At present, there are many excellent domestic brands in the sports equipment market, which have been initially recognized by overseas consumers:

BalanX : Founded in 2019, through in-depth research on overseas needs, it developed a whole-body electrical pulse wearable device designed for fitness enthusiasts. This product can effectively help ordinary people mobilize 90% of the body's muscles during exercise. Just one year after its establishment, BalanX became the world's highest-shipping whole-body muscle electrical stimulation wearable device brand in 2020.

UREVO: Affiliated to Zhile Technology, the brand focuses on the integrated smart sports and fitness product ecosystem of "hardware + software + content", starting from high-penetration and high-value products, and successfully hit the two multi-scenario and multi-form products of walking and running all-in-one machine and dynamic bicycle. At present, the company has successively completed the A round and A+ round of financing, with a financing amount of nearly 100 million yuan.

In the future, more domestic brands will join the ranks of going overseas, and these brands will continue to achieve breakthroughs in product innovation and in-depth exploration of consumer needs.

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