89With traffic costs rising and competition becoming increasingly fierce, many Chinese brands are pondering one question: how can they truly gain a foothold in overseas markets?
The answer is not complicated:Make good use ofTikTok.
This platform, centered on short videos and live streaming, is becoming the most efficient “accelerator” for DTC brands going global.
However, it’s not enough to just post a few videos and expect to go viral. Brands that truly break into overseas markets usually do one thing right: they operateTikTok as a “content venue + trust venue + conversion venue”.
Next, let’s combineseveral brands’practical cases to analyze how they achieved the leap from 0 to 1, and from 1 to 10, throughTikTok.
Image source: Internet
1. Content doesn’t sell products, it“creates scenarios”
Many brands rush to showcase product specs, but users simply aren’t buying it.
On the contrary, successful brands often first consider: what role does my product play in the user’s life?
For example, XGIMI projectors onTikTok don’t emphasize lumens or resolution, but use scenario-based content to turn the projector into “the soul of a home theater.”
On their Japanese account, they address the pain point of small living spaces by showing how to create an immersive movie experience in a small apartment; on their European and American accounts, they focus on outdoor camping scenarios, highlighting portability and the fun of a big screen.
This“scenario-first” strategy makes the product no longer a cold piece of hardware, but a part of a lifestyle.
Image source:TikTok
Similarly,YesWelder welding machines also don’t start by talking about current and voltage, but attract home users and DIY enthusiasts through fun content like DIY welding projects and creative challenges.
As users watch the videos, they naturally perceive the product’s ease of use and practicality, which leads to the impulse of“I want one too.”
Image source:TikTok
2. Influencer collaboration is not“placing ads”, but “telling stories”
Simply having influencers read a script usually yields poor results. Truly moving collaborations allow influencers to use their own language and style to tell real user stories.
Coterie diapers are a typical example.
They collaborated with parenting influencer@_brookehoppe, who didn’t mechanically praise the product in her video, but instead used comparison tests to genuinely demonstrate Coterie’s absorption speed and comfort, along with real feedback like “Only with Coterie can my baby sleep through the night.”
This video eventually received nearly a million views, with a conversion rate far exceeding traditional ads.
Image source:TikTok
3.Adjustlive streaming model to create overseas bestsellers
The advantage of TikTok live streaming lies in real-time interaction + immersive scenarios.
Many brands treat live streaming as a clearance channel, pushing low prices, which actually damages brand value.
Truly smart brands treat live streaming as a“product experience hall.”
For example, Fujian tea brandOGTea decorated their live streaming room in a Chinese palace style, with red walls, golden tiles, and dragon columns. The host wears traditional clothing to brew tea while telling stories about Chinese tea culture.
This live streaming style full of Eastern aesthetics enabledOGTea’s watermelon oolong tea to sell tens of thousands of boxes, with revenue exceeding hundreds of thousands of US dollars.
Image source: Straits Metropolis Daily
4.Summary:Three key points for going overseas with TikTok
Scenario-based content: Don’t talk about specs, talk about how the product integrates into users’ lives.
Authentic influencers: Choose influencers who match the brand’s tone and move people with real experiences.
Content-driven live streaming: Live streaming is not about discounts, but the best stage to showcase product value.
Image source:google
Thesebrands, though different in category and audience, have all found their own content language and growth path onTikTok.
They have proven one thing: in today’s global market, whoever can tell a good brand story onTikTok will capture users’ attention and trust.
If you are also planning to expand overseas, why not start today and treatTikTok not just as a “channel”, but as a “brand stronghold”.
Deepen your content, refine your scenarios, and familiarize your users— and bestsellers will naturally follow.