388To what extent is a product considered a hit on TikTok? Does a single-day transaction of $200,000 count?
If we look at it in the context of a seemingly "niche" subcategory like car emergency jump starters, such performance is not just "viral"—it’s a turning point that can change the fate of a brand.
And this is exactly the real achievement set by auto parts brand Hieha in the recent 2025 year-end shopping season—a single-day peak sales of $213,200 (about RMB 1,568,000).
Behind this is the continued popularity of its flagship product, the "car emergency jump starter": monthly sales reached $3,696,000 (about RMB 25,790,000), once topping the TikTok auto repair category as No.1!
So the question is, how did it achieve a phenomenal breakthrough in the fiercely competitive overseas market, especially on the emerging short video e-commerce platforms? Don’t worry, let’s keep reading.
Image source:Tuke
Who is Hieha? A car companion focused on "smart connectivity"
According to available information, Hieha is a brand focused on smart automotive accessories, offering a variety of in-car devices to enhance the driving experience.
The brand’s product line covers in-car entertainment and safety, including portable Carplay screens supporting wireless Apple CarPlay and Android Auto, reversing cameras, wireless chargers, and more.
Among them, the Hieha Carplay in-car entertainment screen quickly became popular in the US Tuke region due to its practicality and versatility, making it another hit besides the car emergency jump starter.
Since its launch in February 2024, sales have surged, reaching 41,800 units and $1,413,200 in the past 30 days.
Image source:kalodata
Currently, Hieha’s official store on Tuke Shop has accumulated sales in the hundreds of thousands, with over 12,700 followers and an overall rating between 4.3–4.6. This shows that its products have completed the first step of transitioning from "viral single product" to "tool brand with a certain reputation base."
Image source:Tuke Shop
Entering a trillion-dollar market awakened by "cold weather"
Back to car emergency jump starters—to understand why such a niche category has the opportunity to break out on Tuke, we must look at the broader context of the US auto aftermarket.
According to the Auto Care Association (ACA), the entire light, medium, and heavy vehicle aftermarket is expected to grow by 5.1% in 2025, with sales projected to reach $664.3 billion by 2028.
This huge market base provides broad growth space for all kinds of automotive accessories.
Image source:prnewswire
Looking deeper, US car owners have always had a high acceptance of vehicle modification, maintenance, and upgrades, especially in scenarios like extreme weather and long-distance commuting, where the demand for "preventive maintenance" and "emergency self-rescue tools" is constantly amplified.
Problems such as vehicle battery drain, driving safety in snow, and visibility are common, directly driving sales of related products.
In the US Tuke region, products like car emergency jump starters, antifreeze, and windshield cleaning brushes continue to sell well. The core driving force behind this is consumers’ strong demand for emergency self-rescue and driving safety.
The continued "high opening" of market demand provides an excellent soil for brands like Hieha that can offer practical solutions to rise.
Image source:kalodata
How to make "emergency tools" go viral on Tuke引爆
Back to the brand itself, on top of such industry trends, Hieha’s ability to achieve "explosive orders" is more crucially due to its tactics within the Tuke ecosystem.
Currently, Hieha operates multiple stores in the US Tuke region, covering both single-product and comprehensive stores. In this issue, we mainly analyze the Hieha Life store, which currently has the highest sales.
Image source:kalodata
- Influencer Matrix: Cast a wide net, break through circles
In Hieha’s entire sales system, the high-density, multi-account influencer collaboration model is the core of its explosive orders.
According to data, Hieha Life’s transaction amount in December 2025 was $2,194,800. Of this, alliance influencers accounted for more than 99% of sales, showing their importance.
Image source:kalodata
In terms of influencer selection, Hieha did not limit cooperation to traditional automotive vertical influencers. Instead, they adopted a broader "lifestyle" outreach strategy.
These influencers cover Deals (discount sharing), family daily life, life hacks, outdoor adventure, and more, greatly expanding the potential audience., significantly expanding the coverage of potential audiences.
Image source:kalodata
Tuke influencer @tiff.wisee is a great example. As a female Deals blogger with 17,800 followers, over 78% of her audience are women aged 25-44.
From stereotypes, this group seems unrelated to automotive accessories, but it is precisely they who contributed $247,500 in sales for @tiff.wisee, with viral videos reaching over 16.9 million views and wide dissemination.
Image source:kalodata
In the comments section, we see many inquiries and feedback from female users, showing that the audience for "car emergency jump starters" is far beyond the specific groups we imagined—it’s every ordinary car owner, office worker, and mom who might face a car that won’t start.
So, when building influencer relationships, remember not to limit your vision to stereotypes—thinking long-term may bring unexpected surprises.
Image source:Tuke
-Content Material: Focus on real scenarios, emphasize solutions over specs
Casting a wide net is naturally to catch more fish, and good content is the bait.
Looking through the rankings of popular Hieha-related videos, you’ll find an interesting phenomenon: although the top publishers vary, the core storyline is almost identical.
The typical plot: the video opens with a car owner looking troubled because the car won’t start; another "savior" appears, calmly takes out the Hieha emergency jump starter, and after a simple operation, the car starts successfully.
Image source:kalodata
This highly homogeneous plot is not due to lack of creativity, but is a template repeatedly validated by data in actual placements as having the highest conversion rate.
Take the top-selling video as an example: it was shot and published by Tuke influencer @drewscarfinds, and its content uses this template.
Since its release in November 2025, the video has garnered over 58.5 million views on Tuke, gaining huge traction and proving the effectiveness of this template.
Image source:Tuke
Its success lies in: within a very short time, it builds a complete narrative loop around the most common and intuitive pain point (car won’t start), from being stuck to quick solution.
The whole video avoids complex parameter explanations, and through strong scenario contrast and result demonstration, allows users to instantly relate and perceive product value, believing that owning it can help avoid such embarrassment and helplessness.
This direct and efficient communication is the key for Hieha to firmly capture user attention and drive instant conversion in the information stream.
Image source:Tuke
Conclusion
That’s all for today’s sharing~
Of course, this is just one perspective and inevitably has its limitations. The path to success for a brand is always three-dimensional and complex; what an article can present may only be a corner of the whole picture.
The market is changing rapidly, strategies are constantly iterating, and there are surely many details and wisdom we have yet to discover.
The case of Hieha may provide some inspiration for those observing or already embarking on the journey of Tuke. The overseas market is vast, but the threshold for competition is rapidly shifting from "supply chain advantage" to "brand and user connection capability."
Whether it’s finding resonance through content or solving real problems with products, the core is always to understand and respect the consumers of that market.
The road is long and full of obstacles, but the fertile ground worth cultivating will always exist.
