This document is EchoTik's "TikTok Shop 2024 Sports & Outdoors Category Report (Europe & America)", which mainly analyzes the sales performance, trends, marketing methods, subcategories, stores, and best-selling items of the sports & outdoors category in the US and UK markets on TikTok Shop from November 2023 to November 2024, and introduces the related services and advantages of the EchoTik platform.
1. Analysis of the Sports & Outdoors Category in the US Market
- Category Overview: GMV has entered the TOP5 threshold in the past year, accounting for 6% of the TOP10 share, with a growth rate of about 30% in the past six months. The bimonthly and year-on-year growth rates fluctuate, with a year-on-year growth rate of 3.6% in October.
- Marketing Methods: GMV growth is steady, with a monthly GMV peak of nearly $30 million. Product promotion videos are the mainstream marketing method, accounting for about 70% of the total.
- Subcategory Situation: The price of secondary subcategories is concentrated in the $30 - $50 range, while transaction volume is mainly concentrated in the $10 - $20 range. The combined GMV of submarkets such as fitness equipment, outdoor sportswear, and outdoor gear exceeds $200 million, accounting for 67% of the TOP10 total.
- Store Analysis: The GMV threshold for the Top 10 stores is $3 million, with significant product price differences. Products priced around $100 account for 50%, and high-priced products are actively traded. The TOP1 store leads by a wide margin, with a high concentration at the top.
- Best-selling Items: The TOP5 best-selling items in the sports & outdoors category in November 2024 include high-waisted tight sports pants, foldable treadmills, etc. The same products from different stores vary in price, sales volume, and GMV.
2. Analysis of the Sports & Outdoors Category in the UK Market
- Category Overview: GMV has entered the TOP6 threshold in the past year, accounting for 4% of the TOP10 GMV in the UK market. Bimonthly and year-on-year growth rates fluctuate, with a year-on-year growth rate of 2.1% in October.
- Marketing Methods: GMV grows steadily, with a peak of about $3.5 million. Marketing is mainly through product promotion videos, with influencer marketing gradually decreasing.
- Subcategory Situation: The price of secondary subcategories is concentrated in the $10 - $20 range, while transaction volume is mainly concentrated in the $0 - $5 range. Outdoor sportswear, outdoor accessories, and other subcategories rank in the TOP3, with a total GMV of about $30 million, accounting for over 80% of the TOP10 transactions.
- Store Analysis: The GMV threshold for the TOP10 stores is $600,000, with the average product price concentrated in the $10 - $20 range. The TOP1 store has a significant leading advantage, with clear tier differentiation.
- Best-selling Items: The TOP5 best-selling items in the sports & outdoors category in November 2024 include women's one-piece yoga suits, treadmills, etc. The relevant data of products from different stores vary.
3. EchoTik Platform Introduction: EchoTik is a third-party TikTok overseas short video and live e-commerce data analysis platform and AI tool, with core members from Xiaomi, Kingsoft, Tencent, etc. It provides a variety of services and has four core capabilities, including comprehensive data metrics, exclusive browser plugins, real-time live room traffic monitoring, and rapid response consulting.
