Daily sales of more than 8,000 orders! A "dark horse" emerges in the red ocean category

In recent days, sellers have been complaining about the cold reception of Black Friday, with the number of orders even decreasing instead of increasing. However, amid the wailing, a relatively unpopular brand has become popular in the US market, with more than 8,000 orders of its popular items sold in one day .

That’s right, the brand we are going to talk about today is Tushbaby, a brand focusing on the maternal and infant market.

Because she couldn't buy the right products, the mother started her own business

It is understood that Tushbaby's founder Tammy Rant is a mother of two children, and her original intention of creating this brand was simply because she was tired of holding her children every day and feeling sore all over at the end of the day.

After studying the existing products on the market, Tammy Rant found that no product could solve her pain points, so she decided to do it herself and wanted to create a product that could truly "liberate" mothers.

After designing the first Tushbaby hip belt, Tammy Rant would be asked where she bought it almost everywhere she went, which gave her the confidence to turn this product into a brand.

From the appearance, this hip belt looks like an ordinary waist belt, but there is a small cushion similar to a stool in the front. A mother holding a baby can let the baby sit on the cushion, which not only reduces the burden on the mother but also makes the child sit comfortably.

Its strapless, ergonomic baby hip seat design is its biggest highlight. In addition, the storage bag under the seat allows mothers to deal with their children's diapers and wet wipes at any time when they are outside.

Initially, Tammy Rant posted her product on the crowdfunding website KickStart and successfully raised over $120,000. After that, the product went into production and quickly became popular in the United States, becoming a must-have for mothers.

According to Tammy Rant, the hip belt is stuffed with memory foam so both mom and baby can have a good experience when using it. In addition, the product is equipped with pockets on the side to hold necessities such as mobile phones, tissues and diapers.

What’s more, it’s the only HIP baby carrier in the U.S. that’s certified safe and recommended by pediatricians, chiropractors, physical therapists, orthopedists, pelvic floor therapists, and spinal surgeons.

With the support of multiple BUFFs, Tushbaby has developed very smoothly. At present, Tushbaby has established its own independent website and has also entered e-commerce platforms such as Amazon and TikTok Shop. In addition, its product line has also developed from a single baby hip belt to a variety of bag products, successfully realizing the transformation from a single product to multiple categories.

With more than 8,000 orders sold per day , Tushbaby has become popular among many big brands

In the past week, Tushbaby 's name has suddenly become popular, and its exaggerated sales growth curve has made many big sellers jealous.

It is understood that since entering TikTok Shop, Tushbaby has been trying to build its own brand through social media and has formed a good word-of-mouth communication among TikTok users.

In addition, TushBaby has also begun to try to use influencers to promote products in recent months. The brand has sought out a large number of bloggers in the maternal and child fields to conduct reviews, and has given them products to share their thoughts on their use, including travel and taking care of children at home. It has quickly gained exposure on the TikTok platform, and the brand-related tag #TushBaby has been played over 120 million times.

Recently, during TikTok's Black Friday promotion, TushBaby also took advantage of this momentum to become popular. According to data, this hip belt of TushBaby is priced at US$32.5 in TikTok Shop and has sold 22,900 orders in the past 30 days. Among them, more than 8,000 orders were sold on November 18, and 5,500 orders were sold on November 19, successfully ranking among the top 5 sales of the day.

TikTok Shop's weekly rankings show that TushBaby's store hit "Tushbaby Hip Jacket" sold a total of 16,800 units this week, successfully leading the store into the top ten list.

In addition, the data also shows that TushBaby’s total sales in the TikTok store have reached 1.6 million US dollars recently , with 32 related influencers and 110 sales videos.

Of course, in addition to TikTok, TushBaby also has a good performance on Amazon and independent sites.

After searching, it was found that TushBaby's popular product, baby hip belt, has accumulated nearly 4,000 product reviews on Amazon, with an average score of over 4.5 points, and sales in the past month have exceeded 4,000. It is worth noting that its product pricing is much higher than that in TikTok Shop, reaching $85 after the discount.

In terms of independent websites, data shows that the average monthly page views of its website in the past three months were about 100,000, with males accounting for 35.14% and females accounting for 64.86%. The largest age group of visitors is 25-34 years old, accounting for 43.5%.

On the homepage of its independent website, the four models in the cover banner image demonstrate four parenting postures, which more intuitively shows the product's users and usage scenarios.

At the bottom of the page, TushBaby also posted a large number of photos and videos shared by users of themselves using its products, further narrowing the distance between the brand and users.

A Google Trends search shows that the search term tushbaby has fluctuated significantly in the past month. Around November 10 in the United States , its search popularity reached a peak of 100.

By solving the pain point of mothers suffering from waist discomfort when taking care of their children, TushBaby successfully entered the maternal and child market with a single product and eventually became an instant hit. Because its products are cleverly designed and comfortable to use, they are effectively spread by word of mouth among mothers. I believe that TushBaby still has great potential for future development.

Post-90s generation becomes the main consumer, and the maternal and infant market is undergoing changes

In recent years, the global maternal and infant market has developed rapidly, reaching a trillion-dollar scale in 2022. Among them, Europe and North America account for half of the market, followed by Southeast Asia, Russia and other regions.

As more and more people born in the 1990s start to form their own families, this group has unknowingly become the main consumer force in the maternal and infant market.

As the youngest generation of parents, the post-90s generation has a much different demand for maternal and infant products than previous generations. Now, more and more products are moving towards smart development, such as smart baby strollers, smart postpartum rehabilitation equipment, and smart fetal heart monitors.

On the other hand, in addition to baby care necessities, postpartum mothers also pay attention to their own care, and there are products that reduce their burden, such as postpartum care equipment, travel equipment, etc.

For cross-border sellers, the North American market has always been the hottest and most promising market for maternal and infant products. If you want to enter this market, you must pay attention to the market trends in recent years and develop the core advantages of your own products. Finally, you need to focus on the layout of major social media channels to maximize product exposure.

Black Friday

TikTok

Amazon