Monthly sales of 1.7 million! These niche categories are taking off on TikTok

As Amazon's internal competition continues to intensify, more and more sellers are turning their attention to other emerging platforms. Among them, TikTok Shop has won the favor of many brand sellers with its unique traffic advantage.

Unlike Amazon’s sales model, if sellers want to be successful on TikTok, they need to find products that are suitable for display through short videos so that they can enjoy the huge traffic brought by TikTok’s recommendation logic.

Among the popular categories, jewelry products are one of the more popular ones on TikTok. Domestic sellers with a keen sense of smell will naturally not miss this opportunity.

Crystal jewelry is popular in Europe and the United States, with monthly sales of 240,000 US dollars on TikTok

It is understood that COCOCOCrystal is a trading and export company that produces various crystals and gems. It is located on the coast of the East China Sea, which is famous for its crystals. Its main export products include crystal balls, crystal jewelry, crystal carvings, etc.

Relying on the local supply chain advantages, COCOCOCrystal quickly became one of the leading export sellers of crystal products.

At a time when the traditional foreign trade model is becoming increasingly weak, COCOCOCrystal decisively chose to embrace the new trend and settled in TikTok to register its own brand store ABC Crystal DIY.

On TikTok, crystal jewelry is very popular in Europe and the United States, and the related tag #crystals currently has over 20 billion exposures.

Data shows that since the store opened in December 2023, total sales have exceeded 20,000 pieces, and the store's estimated sales are US$2.6 million, and there is still an upward trend.

In addition, ABC Crystal DIY took the top spot in the monthly sales list of jewelry crystal accessories with its signature product "Crystal DIY Pendant", with estimated sales of US$240,000, or approximately RMB 1.7 million.

By studying ABC Crystal DIY's TikTok account, Yien.com found that its account has formed its own unique video pattern, most of which shows a person holding a jewelry product.

Although the average number of views of these videos is only around 1,000, their production is simple and they can be produced in large quantities in a short period of time, achieving success through quantity.

At present, the official account of ABC Crystal DIY has accumulated 5,523 followers. In the account information column, it also links to its own independent website, which can be said to have made full use of the platform's traffic.

Clicking into ABC Crystal DIY's independent website, you can see that its web design is very simple, even a bit crude. It uses Shopify's own template and there is not much decoration. It can be guessed that the brand still focuses on TikTok.

In terms of selling products, ABC Crystal DIY's main sales channel is still live streaming, and its frequency of broadcasting is very high. Data shows that in the past 30 days, ABC Crystal DIY's account has broadcast 61 live broadcasts, with an average live broadcast duration of 6.5 hours and an average number of viewers of 1.8k.

In order to accurately promote the live broadcast room to European and American users, the time difference must be considered. After observation, most of the live broadcasts in this live broadcast room are carried out in the evening to early morning Beijing time. With such a high live broadcast intensity and an average live broadcast time of 6 and a half hours, it is not surprising that the brand can be popular so quickly.

In addition to its own live broadcasts, cooperation with TikTok influencers is another major source of sales and traffic for ABC Crystal DIY. So far, ABC Crystal DIY has cooperated with many TikTok influencers, including some with hundreds of thousands or even millions of fans.

After searching, I found that @webkinny, a daily life blogger with nearly one million followers, had posted a video recommending ABC Crystal DIY products. In this video, @webkinny showed and explained the crystal stones in his collection to his fans one by one, which had a good effect of promoting the product.

In addition, some waist-level experts are also the key targets of ABC Crystal DIY cooperation. @apriledwardss is one of them. Although she has only 114,000 followers, she showed a variety of crystals of different shapes and appearances in detail through a more than one-minute unboxing video, and said that she was very satisfied with these sparkling little things.

Through its own traffic accumulation and the promotion of cooperating celebrities, the brand has gained a certain degree of popularity on TikTok, and the video playback volume of the related topic #cocococrystal has reached over 100,000. As a brand that has been in TikTok for less than 3 months and is not very large, achieving today's results is quite good.

In addition to COCOCOCrystal, another brand has recently become popular through TikTok and entered the field of vision of consumers.

The topic has been played over 1.5 billion times, and it also took off with TikTok

In addition to jewelry, beauty products are also one of the categories that benefit the most from the TikTok platform, including TreeHut, a body care brand that became popular on TikTok with its shea sugar scrub products.

TreeHut was founded in 2002 and its main products are affordable body care products. Since 2006, it has been mainly sold in offline boutique retail stores.

It wasn’t until the outbreak of the epidemic, coupled with the rise of TikTok, that TreeHut began to turn its attention online. In June 2021, TreeHut released its first TikTok video, but it wasn’t until 2022 that it began to really pay attention to the TikTok platform.

By marketing the unique texture elements of its own scrub, TreeHut quickly stood out from a number of similar brands and won the love of many TikTok beauty users.

Of course, such high popularity is inseparable from the layout and operation of early marketing. In the early days of TikTok, not many users discovered the quality advantage of TreeHut.

Therefore, TreeHut chose to attract a large number of influencers to publish product marketing content for the brand through coupons and free trials. In this way, the brand topic #TreeHut spread quickly on TikTok.

Currently, the hashtag #TreeHut has been played more than 1.2 billion times on TikTok, and the sub-tag #TreeHutSugarScrub has been played more than 350 million times, with a total of more than 1.55 billion times.

According to a data statistics platform analysis, TreeHut's popularity is largely due to the creators in various labels, which account for almost half of the brand's total sales.

In addition to leveraging branded hashtags, TreeHut is also adept at following viral trends on TikTok, such as the recent #throwingicecream trend, where people post hilarious videos of themselves getting hit in the face with ice cream.

After noticing this hot trend, TreeHut once released a TikTok ad, in which the heroine sits among various TreeHut scrubs. When she wants to introduce the brand's new sweet cream body lotion, she is hit in the face by the product's soft, ice cream-like texture.

This video does not have any redundant product introduction, but through a few simple scenes, it impressively introduces the new product's light texture and skin-friendly characteristics. Needless to say, its marketing effect is very effective.

The two cases mentioned in the article show that both new brands have made crazy sales with TikTok and old brands have ushered in a "second spring" of traffic with TikTok. This shows that as long as the product has characteristics and can grasp the platform's traffic code, regardless of whether the brand is well-known or not, it can carve out its own space on TikTok.

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