He sold nearly 10 million products in 60 days and built a leading brand on his own.

Among the many fully managed platforms, TikTok is particularly suitable for building a brand with personal IP. As a short video social media, there are many examples of Internet celebrities who have successfully built their own brands on the platform.

Today, Ennet would like to talk about the sports supplement brand RYSE Supplements . Its founder successfully became popular on TikTok with his personal IP and single-handedly made his own brand the leader in the industry.

Personal IP is turned into a brand, and the founder has attracted countless fans through social media layout

Compared with those established sports nutrition brands, RYSE Supplements, which was only established in 2017, seems a little immature. But even so, it still managed to stand out from the crowd of big brands and successfully established its own market among the younger generation.

It is understood that @brettwestover, the founder of RYSE Supplements , is a fitness blogger himself. Before creating this brand, he had been sharing his fitness videos on social media platforms such as YouTube and TikTok, and accumulated a large number of loyal fans.

(Picture from TikTok screenshot)

Naturally, most of his fans are fitness enthusiasts, and they want to get recommendations on fitness experience, fitness equipment and supplements from @brettwestover, which lays the foundation of trust for the RYSE Supplements brand.

As an internet expert, Brett is well aware of the importance of social media marketing and has deployed multiple channels on overseas social media platforms early on. Taking TikTok as an example, in addition to operating his own personal IP account, Brett also registered an official account for his own brand, which currently has 193,000 followers and has accumulated 6.9 million likes.

(Picture from TikTok screenshot)

After entering the official account of RYSE Supplements on TikTok, it can be found that the brand's videos are generally short videos of less than 1 minute. In most videos, the blogger will naturally integrate their own products into different life scenes, which will then resonate with users and stimulate their desire to buy. At present, the brand has a relatively good reputation among the younger generation of users.

In addition to TikTok, Brett also operates INS and Youtube accounts. On the INS platform, Brett mainly publishes product pictures, focusing on product publicity and promotion. On Youtube, Brett uses its long video model to focus on telling brand stories, with an average video length of about 1-10 minutes.

Based on the good foundation laid by the brand founder's careful layout of social media platforms over the years, and with the help of the TikTok Shop promotion, RYSE Supplements successfully achieved latecomer status and gained a firm foothold in the sports supplement track.

With sales of nearly 10 million US dollars in 60 days, it has become one of the top brands on TikTok's US site

According to data from the third-party statistics platform EchoTik , sales of health products and fitness supplements on TikTok US have been growing recently. Among them, some leading small stores have repeatedly ranked in the top 10 of the weekly sales list of small stores on TikTok Shop US .

In the star-studded health supplement market, RYSE Supplements has successfully become a leading brand, with its GMV reaching nearly US$9 million in two months and is expected to exceed US$10 million soon .

It is understood that the brand just entered TikTok's US store in November this year . Since then, its total sales have reached 298,000, and the estimated GMV has reached 8.76 million US dollars.

When you click into RYSE Supplements ' TikTok store, you will see a variety of sports-related products. The best-selling products include creatine, protein powder, energy drinks, etc. The prices of the products range from $11.99 to $69.99, with an average price of around $38. Based on the sales trend, it can be seen that the sales of these products are still growing.

(Picture from TikTok store screenshot)

From the perspective of traffic sources, the main sales method of RYSE Supplements is promotion by influencers and short videos. Data shows that the store has produced more than 500 short videos in the past 30 days, bringing about 12 million exposures to the store.

It is understood that the store ’s KOL marketing on TikTok has become quite mature, with the total number of cooperating influencers reaching 378, including 357 short video influencers and 22 live streaming influencers.

Judging from the number of fans of these KOLs, there are top bloggers with tens of millions of fans and bloggers with millions of fans, as well as mid-level influencers (with 100,000-1 million fans) and tail influencers (with <100,000 fans). Among them, short-term cooperation with mid-level and small influencers is the main type.

In addition to excellent marketing methods, RYSE Supplements ' product quality is also very strong. It is reported that the ingredients of its protein powder are not only supported by scientific research data, but also have their own unique patents, which has also won the favor of many consumers.

It can be said that as an emerging brand, RYSE Supplements has gradually gained a foothold in the sports nutrition market through its unique product formula and multi-channel social media strategies.

Looking ahead, the sports nutrition supplement market still has great potential

Data shows that the global sports supplement market is estimated to be worth $8.32 billion in 2022 and is expected to reach $11.16 billion by 2021, with a compound annual growth rate of 5.0%. According to Mordor Intelligence, the North American sports nutrition market is expected to grow at a compound annual growth rate of 11.67% during the forecast period.

As consumers' awareness of health continues to grow, not only is there an increasing demand for products such as protein powder, but related products such as vitamins and health foods are also popular among consumers.

In addition, as millennials have an increasing preference for flavors in sports nutrition products, major nutrition brands are launching new products in a variety of flavors and types.

Research statistics show that more than 70% of consumers will make purchasing decisions based on the taste of sports nutrition products, as today's consumers are more susceptible to new flavors to meet their needs for excitement and innovation.

This shows that developing innovative flavors can help manufacturers stand out in a competitive market. In the current market, popular supplement products such as protein bars, protein powders and electrolyte sports drinks are more suitable for flavor improvements.

Although there are already many industry giants in the health supplement market, the rise of RYSE Supplements has given small and medium-sized sellers hope of entering the market, as well as the public's high level of acceptance and tolerance for new brands.

However, there are still certain barriers to entry in this market. Sports supplements need to be certified by the US FDA before they can be sold on the platform. Therefore, sellers interested in such products need to do a good job of qualification review in advance to avoid pitfalls.

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