457As the global market continues to expand, more and more Chinese brands are choosing to go abroad. As an important tool for brands going global, social media—especially TikTok—has become a battleground for brand marketing thanks to its massive user base and the high virality of short videos.
So, which product categories are trending and going viral on TikTok in 2024, and are worth our attention? This article will combine the latest trends to provide some suggestions on track selection and marketing strategies.
1. Beauty and Skincare: The Everlasting Golden Track
Representative Brands and Products:
The beauty and skincare category has always maintained high demand in the global market, and TikTok has become a stage for beauty brands to showcase themselves. The rise of the Chinese brand "Florasis" on TikTok fully demonstrates this. By collaborating with international beauty influencers, Florasis successfully combined traditional Chinese culture with modern beauty trends, launching products such as petal lipsticks and carved powder compacts that have attracted widespread attention in overseas markets.
In addition, another domestic brand, "Perfect Diary," has also leveraged TikTok, utilizing user-generated content and product unboxing videos to successfully enter the European and American markets. It has even partnered with global beauty retail giants like Sephora, further enhancing its brand awareness.
Florasis overseas account, image source: TikTok
Strategy Suggestions:
For the beauty and skincare category, TikTok KOL marketing remains one of the most effective strategies. Brands can collaborate with beauty influencers for product trials and recommendations, leveraging their influence to attract the attention of target users.
In addition, beauty tutorial videos and makeup transformation challenges are also effective ways to boost brand exposure. By showcasing product effects on different skin tones and makeup styles, brands can better demonstrate the diversity and applicability of their products to global users.
Perfect Diary TikTok KOL content, image source: TikTok
2. Consumer Electronics: Innovative Technology Leading Trends
Representative Brands and Products:
In the field of consumer electronics, Chinese brands like "Xiaomi" and "Anker" have successfully attracted a large number of overseas fans through TikTok. Xiaomi's ecosystem products, such as smart bands, air purifiers, and smart home kits, frequently go viral on TikTok due to their high cost performance and smart convenience.
Moreover, Anker, a brand focused on charging solutions, has become very popular in overseas markets, especially in Europe and America, thanks to its portable power banks and fast charging technology. Through unboxing and real-world test videos on TikTok, Anker has successfully built a tech-savvy brand image.
Strategy Suggestions:
For consumer electronics, brands can highlight innovative features and unique selling points by creating high-quality product unboxing videos and showcasing real-life usage scenarios. Collaborating with tech influencers for detailed product reviews can increase user trust in the products.
Additionally, user-generated content (UGC) is also an important way to boost product reputation. Brands can encourage users to share their experiences and feedback, increasing social interaction for the brand.
Anker unboxing video showcase, image source: TikTok
3. Sports and Fitness: The Trend of Healthy Living
Representative Brands and Products:
Sports and fitness is one of the fastest-growing categories globally in recent years. Chinese brand "Yunmai Technology," a leader in fascia guns, has successfully attracted a large international user base through TikTok. Its flagship fascia gun product, with deep relaxation and portability features, has won the favor of many fitness enthusiasts.
Through short video showcases on TikTok, Yunmai Technology effectively demonstrates product usage in daily life and post-exercise scenarios, helping users solve real problems and thus increasing brand exposure and reputation.
Yunmai Technology UGC content, image source: TikTok
Strategy Suggestions:
Sports and fitness brands should focus on showcasing actual results on TikTok. Brands can collaborate with fitness influencers and rehabilitation therapists to demonstrate product effectiveness in various exercise scenarios.
Additionally, brands can launch fitness challenge campaigns, encouraging users to use products to complete specific challenges, thereby stimulating user engagement and increasing brand interaction and social media exposure.
Influencer showcasing sports drinks, image source: TikTok
4. Home and Lifestyle: Quality Improvement in Everyday Life
Representative Brands and Products:
In the home storage category, many popular Chinese brands have emerged on TikTok. "IKEA-style" ZOOZOO storage boxes and DADA House multifunctional hooks are among the best. These products frequently appear on TikTok due to their simple design, practicality, and cost-effectiveness, and are loved by young users.
Especially ZOOZOO's storage boxes, which are featured in numerous DIY videos and home organization projects, showing how to optimize home spaces with simple tools and earning praise from many influencers and users.
Storage-related videos are very popular on TikTok, image source: TikTok
Strategy Suggestions:
Home storage brands can make full use of TikTok's DIY and life hack content. Brands can invite users to participate in challenges, sharing how they use storage products to improve home spaces and attracting more attention through practical tips.
In addition, showcasing the multifunctionality of products is also a good approach. Demonstrating multiple usage scenarios in one video can help users realize the high cost-effectiveness of the products. Brands can also collaborate with home influencers to showcase organization projects, further boosting brand exposure.
Home storage UGC content showcase, image source: TikTok
In 2024, as TikTok's global influence continues to grow, Chinese brands have unprecedented opportunities to shine in international markets.
Choosing the right product category is one of the keys to successful international expansion, but more importantly, brands need to develop effective marketing strategies, leverage TikTok's unique platform advantages, and build deep connections with global users.
It is hoped that the above track and strategy suggestions can provide useful references for brand owners, helping brands successfully go global and achieve breakthroughs in the global market.
