Can you imagine a family business focused on textile production for 30 years finding a brand new path to growth because of the pandemic?

INSPI, a casual clothing brand rooted in the Philippines, originally focused on offline markets, but was forced to "transform" during the pandemic. They chose TikTok as their breakthrough point, not only doubling their sales, but also becoming a leader in Southeast Asia's content-driven e-commerce.

Image source: INSPI brand official website

01

From Traditional Manufacturing to Social E-commerce: A Story of Transformation

INSPI is not a new brand, but a textile company with nearly 30 years of history. The pandemic brought bottlenecks to offline retail, but also forced traditional companies like INSPI to look for new growth channels. In 2023, they officially joined TikTok Shop, using the platform to try a direct-to-consumer (DTC) sales model.

The results of the transformation have been quite remarkable. According to data, as of now,INSPI's TikTok shop has accumulated over 629,000 followers, with total sales exceeding $10.55 million (about 77 million RMB). By combining content and e-commerce, they quickly integrated into TikTok's ecosystem.

INSPI-TikTok shop data Source: echotik

02

Three TikTok Shop Strategies Broken Down Frame by Frame

If you've ever studied successful brands on TikTok, you'll notice a pattern: those who stand out on the platform aren't necessarily the ones with the best products or strongest brands, but often those who understand the platform's "game" the best.

INSPI's product prices range from $0.39 to $17.20, with an average of just $3.53. This "affordable" pricing strategy precisely targets the large number of price-sensitive users on TikTok, especially young consumers in the Southeast Asian market.

On TikTok, most users are there for entertainment, and their purchasing decisions are often impulsive and simple. INSPI's price advantage leaves users little time to hesitate, directly driving order conversions.

INSPI's product price range Source: Echotik

Besides pricing, their influencer marketing strategy is also impressive. According to third-party data platforms,$3.64 million (about 25.67 million RMB) of INSPI's total TikTok shop sales comes from influencer-driven sales.

TikTok shop sales composition Source: Echotik

When choosing influencers, INSPI mainly focuses on mid-tier influencers. They don't care about the size of the influencer's following, but whether the content resonates with their target users, resulting in higher conversion rates. Some influencers have relatively few followers, such asTikTok influencer @Boss Apparel with 89,000 followers, but still generated $107,800 in GMV, and their live interaction volume is also high.

INSPI shop associated influencers Source: Echotik

In addition, investment in content is another key to INSPI's success. In the past month, the brand's TikTok shophas published 3,200 associated videos and held 590 live broadcasts.

For clothing, a category that requires a sense of experience, live streaming is especially important. Consumers can not only see the actual effect of wearing the products, but also ask questions in real time and get answers. This "face-to-face" interaction greatly improves conversion rates.

Image source: Echotik

03

The Opportunity Is Right in Front of You

INSPI's story is a possibility—traditional brands are not without a chance to make a comeback on new platforms; the key is whether they can find the right strategies and methods. TikTok, as a platform combining traffic and e-commerce, gives many brands an equal opportunity to compete.

Of course, for brands just starting to explore TikTok, choosing the right content direction, finding the right influencers, or planning live streaming strategies may require some experience and skills. If you are also planning to expand overseas on TikTok, it might be a good idea to study the market first or find some professional resources to plan together.

Going global is a long journey, but the opportunity is right in front of you.