418Babies who often watch American TV series should know that a large proportion of people in the United States have naturally curly hair, which has led to a sharp increase in the demand for hair care and styling products locally.
Despite such a huge market demand, American consumers still face a dilemma:
Either be forced to buy expensive hair styling tools;
Or simply cannot find suitable products that meet the needs of different hair types.
Against this market backdrop, the TYMO BEAUTY brand accurately seized the market opportunity, captured consumer demand, and introduced high-quality and affordable straightening brushes into the European and American markets.
At the end of July last year, the TYMO BEAUTY brand officially launched on TikTok Shop,with sales exceeding $5 million during Black Friday, which is nearly 35 million RMB, making it a highly sought-after hair care brand in the US market.
Pre-heating before explosive buying, 5000+ videos covering all day
In 2021, TikTok's monthly active users surpassed 1 billion. Because of this, TYMO BEAUTY, a brand under Shanghai Taimo Electronic Technology Co., Ltd., realized that TikTok might be an opportunity for brand expansion overseas, so it quickly began its TikTok strategy, accumulating traffic for the brand by collaborating with hundreds of influencers every month.
After more than two years of effort, over 5,000 collaborative videos have been created, all achieving good results, with a single viral video reaching as many as 14.9 million views.
TYMO BEAUTY Brand - TikTok Videos in 2023
All brands on TikTok have only one ultimate goal for their operations and promotions: to gain traffic and sell products. TYMO BEAUTY achieved excellent traffic on TikTok by creating hashtags such as #tymo, #tymobeauty, and #tymorovy, among which the total views for #tymobeauty have now exceeded 343 million.
TYMO BEAUTY Brand TikTok Hashtag Overview
After browsing videos related to TYMO BEAUTY, it was found that the brand's video content mainly focuses on before-and-after comparisons of using the product. Through this content output, the brand has achieved high user engagement on TikTok, with interaction rates stabilizing between 1% and 6%, which has also promoted the growth of its product sales.
For example, TikTok influencer @danielleathena, who collaborated with TYMO-BEAUTY, released a promotional video that gained over a million views by showing before-and-after results of using the straightening brush. One of her viral videos even reached 58.5 million views, driving product sales of $2.02 million, which is about 14.5 million RMB.
TYMO BEAUTY Brand's Product Promotion Videos
In addition, TYMO BEAUTY also uses paid traffic on TikTok to promote its products. As shown below, many viral videos carry paid traffic tags, and this investment in paid traffic has brought tremendous exposure to their products.
TYMO BEAUTY Brand's Paid Promotion TikTok Videos
In addition to collaborating with TikTok influencers and investing in paid traffic, TYMO BEAUTY has also developed its own accounts, operating multiple accounts simultaneously. Among them, the brand's main account @tymobeauty_official has already gained 67,200 followers.
Some TYMO BEAUTY TikTok Accounts
As TikTok continues to boom, live streaming sales on TikTok are gradually emerging in the US, providing a viable model for overseas brands to sell products.
TYMO BEAUTY has also engaged in live streaming sales, and currently has established three self-owned live streaming rooms in the US, using its own accounts to go live on TikTok. Among them, the account @tumobeauty achieved a single live stream sales record of $60,234,600, which is about 430 million RMB.
TYMO BEAUTY Brand Account Live Streaming Overview
TikTok Shop Steady Growth, Vertical Influencer Selection
At the end of July 2023, TYMO BEAUTY officially opened its TikTok Shop and achieved sales of over $5 million during Black Friday that year.
Faced with the rapid growth in TikTok Shop sales, TYMO BEAUTY's overseas director Wu Charlie was not surprised, stating: "TikTok Shop is content-based e-commerce, and conversion is just the last step. When the previous steps are done right, conversion happens naturally."
Sales of Some TYMO BEAUTY Products on TikTok Shop
As of November, TYMO BEAUTY's TikTok Shop had total sales of $24.56 million, with estimated sales of $3.5 million in the past 30 days, and a monthly growth rate of 68%.
According to the overall trend of TYMO BEAUTY Shop in the past 30 days, the brand's sales have maintained a steady growth trend, with the lowest daily sales at $493,900, which is about 3.54 million RMB.
TYMO-BEAUTY Shop Sales Trend in the Last 30 Days
Moreover, according to Rabbitk, the main orders in TYMO-BEAUTY Shop are mainly driven by video sales, with influencer video sales accounting for nearly 82% of the share. Of the $24.56 million in sales, $20.08 million came from influencer-driven sales.
TYMO-BEAUTY Shop Sales Proportion
Among the many TikTok influencers collaborating with TYMO-BEAUTY Shop, the top ten influencers generally have long hair or good hair quality, and most belong to the fashion field.
Although most of these influencers are mid-tier, their ability to drive sales is not inferior.
For example, influencer @sam_joness, who collaborates with TYMO-BEAUTY, has only 170,000 followers, but his video sales data can reach $567,800, converting traffic into actual sales.
TYMO-BEAUTY Shop Associated Influencers
It is not difficult to see that TYMO BEAUTY's success on TikTok is not only due to its precise market positioning and high cost-performance products, but also closely related to its flexible and diverse marketing strategies.
These experiences are worth learning for domestic brands and enterprises. Although it may not be possible to replicate TYMO BEAUTY's success after mastering them, it will certainly help everyone to increase their visibility and expand their influence in overseas markets.
In the future, we look forward to more domestic brands opening up overseas markets through TikTok and other overseas social media, and gaining more possibilities.
