84In recent years, the discussion among women about their bodies has been shifting, and the concept of “Body Positivity” has become increasingly popular.
On TikTok, there are more than 4.2 million posts related to the #bodypositivity topic. More and more women are choosing to show their real bodies, refusing to be defined by a single body standard.
Image source:TikTok
Against this backdrop, the Chinese shapewear brand FeelinGirl has successfully entered the European and American markets with its differentiated positioning of “comfortable shaping,” achieving annual revenue of over ten million US dollars.
So far, the brand’s total sales on TikTok Shop have exceeded $80 million, and it once topped the women’s apparel category on the US site.
Image source: Hexin Technology
Starting from scratch, fourteen years of brand cultivation
According to public information, behind the FeelinGirl brand is Xiamen Hexin Technology Co., Ltd., a cross-border e-commerce company established in 2011.
Founder Mr. Xu graduated from Sunshine College with a major in English. As early as 2007, he keenly spotted the information gap opportunity when cross-border e-commerce platforms were just starting, and resolutely embarked on entrepreneurship.
In its early days, Hexin Technology focused on OEM and export of functional apparel, providing ODM services for overseas brands. This stage laid the supply chain foundation for its subsequent independent brand building.
Image source: Hexin Technology
In 2017, Hexin Technology achieved annual revenue of over $10 million for the first time and began to set up the “Hexin E-commerce Scholarship” at Sunshine College, giving back to its alma mater for talent cultivation.
In 2019, the company officially launched its own brand FeelinGirl, positioning itself as an “advocate of confidence and body aesthetics.” The brand name “FeelinGirl” means “feeling oneself,” aiming to help women get rid of body anxiety and enhance self-confidence through comfortable shapewear design.
Image source:FeelinGirl
In terms of pricing, the FeelinGirl brand has also taken a differentiated route. It sets its main products at $15-40, far lower than competitors’ $50-100 range.
Such an affordable positioning greatly lowers the threshold for consumers to try. For young people who are used to exploring new brands online, this “low-risk trial and error” is very attractive.
Image source:FeelinGirl
Choosing the right channel, TikTok drives sales explosion
Unlike traditional lingerie brands that rely on offline stores, the FeelinGirl brand has established an “online-centric” development strategy from the very beginning.
In the early stage of Tuke, Amazon was the brand’s first stop for trial, and with affordable prices and relatively stable product quality, the FeelinGirl brand quickly accumulated user feedback on Amazon, with multiple products maintaining ratings above 4 stars.
Image source:Amazon
However, the real breakthrough for the brand came from TikTok. Since 2023, the FeelinGirl brand has gradually shifted its channel focus to TikTok Shop.
According to Echotik data, in the past 30 days, the brand store FeelinGirl LLC has sold 182,600 pieces, with sales of about $4.5463 million. The sales of other stores are also impressive, all reaching six figures, together creating over $6.93 million in sales for the brand.
Image source:Echotik
The FeelinGirl brand’s outstanding performance is largely due to TikTok’s “brand and effect integration” characteristic.
Shapewear is essentially an “effect-oriented” product. What consumers care most about before purchasing is often the immediate change after wearing it. TikTok’s content ecosystem is naturally suited for intuitive display, allowing product advantages to be amplified in just a few seconds of video.
The content strategy adopted by the FeelinGirl brand on TikTok is also based on this.
According to the information, they have already invested in multiple accounts for operation and promotion on TikTok, with three accounts already of considerable scale, each with over ten thousand followers.
Image source:TikTok
Although the content types published by these accounts are relatively concentrated, mainly focusing on live stream clips and direct product displays, which may seem homogeneous, the logic behind them is very clear: all content ultimately serves the core goal of driving traffic to live streams.
Take the account @feelingirlofficia with 388,800 followers as an example. This account posts multiple videos every day for promotion, and this high-frequency video coverage greatly increases the likelihood of users coming across the videos.
And the scattered traffic attracted by these videos will be gathered in the live streaming room, eventually completing the sales closed loop.
Image source:TikTok
This can also be clearly seen from the data. In the past 30 days, this account has completed 587 videos and 28 live streams. The brand’s sales through videos reached $135,800, with an average sales per live stream of about $4,850.53, which is already a good result for a brand’s self-built live streaming room.
Image source:Echotik
In addition, FeelinGirl’s influencer marketing strategy is also quite distinctive. They mainly choose mid-tier influencers, maintaining both breadth and conversion.
So far, the brand store FeelinGirl LLC has already cooperated with more than 28,900 influencers on TikTok, jointly creating nearly $51.6956 million in sales, accounting for 78.22% of the store’s total sales.
Image source:Echotik
Image source:Echotik
Such a huge cooperation network not only brings diversity of content, but also effectively shortens the distance between the brand and consumers.
For example, in the cooperation between the FeelinGirl brand and TikTok influencer @italiajjacqueline (107,000 followers), the influencer casually tried on the shapewear in front of the camera and demonstrated its elasticity and lifting effect, which gained over 48.6 million views and brought the brand an estimated sales of over one million US dollars.
Image source:TikTok
Independent site builds brand private domainconstruction
As a brand dedicated to women, FeelinGirl also attaches great importance to long-term brand building. They regard the independent site as their “private domain,” accumulating long-term user trust through in-depth brand storytelling and user education.
According to the data, FeelinGirl’s independent site had 320,000 visits in September, showing its strong appeal among users.
Image source:similarweb
On the brand’s independent site, consumers can see a large number of real user reviews and outfit sharing. These contents cover different body shapes, sizes, and various usage scenarios, with each review accompanied by detailed text descriptions.
Some even come with user-taken photos and outfit demonstrations, allowing new visitors to intuitively feel the actual effect of the product.
In addition, the FeelinGirl brand also provides a wealth of educational content, such as “How to correctly put on and take off shapewear,” “The impact of different underwear on breast health,” “Shapewear matching guide,” etc., to help users use the products scientifically.
Through this kind of educational content, the decision-making threshold for users is lowered, and the brand’s professionalism and sense of care are subtly conveyed.
Image source:FeelinGirl
The dawn breaks in the East, a new chapter of Tuke
The Tuke journey of the FeelinGirl brand proves that even in markets long dominated by Western giants, Chinese brands can still find their own growth space through precise positioning, agile channel strategies, and authentic content marketing.
The overseas market is not monolithic; consumers are always looking for products that better meet their needs.
For domestic enterprises, the key lies in how to combine China’s supply chain advantages with deep insights into the local market to create brands that are both competitive and differentiated.
This road is not out of reach; it begins with a heart that cares about user needs and the courage to compete on the international stage.