512When a category reaches a 40% share of the domestic market, it usually means it has already won.
But ULucky's e-commerce lead doesn't see it that way: sales are still rising, profits are heading downward, and major brands are crowding into the menstrual heating belt track one after another, pushing the price war to the point where 'even if your quality is better, consumers still choose the cheaper one.'
Staying in the domestic market and grinding it out is doable, but the pace is too slow.
Image source: internet
At the end of 2025, ULucky brought that menstrual heating belt with a built-in mugwort pad into TikTok Shop Vietnam. At its peak, single-day revenue exceeded several hundred thousand RMB; the store listed only 4 products, reached total sales of 38,600 units, and total sales revenue of VND 63.529 billion.
A niche category that had already hit its ceiling in China, by changing to another market and a different way of telling the story, managed to turn a product that almost no one searched for into a category entry point on TikTok.
This is worth breaking down.
Image source: fastmoss
Starting in China, it turned the menstrual heating belt into a niche hit product
In case everyone doesn't know, let's briefly introduce ULucky first.
According to the information, the brand was founded in 2023, and its core product is the mugwort hot-compress menstrual heating belt, which puts Chinese-style moxibustion and electric hot compress into a belt.
Half a year after joining Douyin, it became No. 1 in the subcategory; two years later, its domestic market share climbed to 40%. Its product strength and feel for content e-commerce had already been proven in China.
Image source: Douyin
But the menstrual heating belt itself has a natural limitation: it solves a real but relatively low-frequency need, users don't upgrade quickly, and the market is only so big. After reaching the top in China, the room for incremental growth narrowed visibly.
The ULucky team flew to Ho Chi Minh City, Hanoi, Bangkok, and Phnom Penh to make on-the-ground judgments, and ultimately set Vietnam as the first stop for going overseas.
Vietnam's specialness lies precisely in the fact that it is no stranger to 'mugwort.'
Moxibustion therapy shops on the streets of Ho Chi Minh City are even denser than in many Chinese cities; in 2025, about 7 million person-times received traditional medicine diagnosis and treatment. Vietnamese consumers don't need to be told 'what mugwort is' or 'what hot compress is for'—they were already using it.
But at the same time, almost no one on local e-commerce platforms searched for or sold menstrual heating belts; category awareness was a blank slate, with no competitors and no price war.
The only question left was: how do you make a product that doesn't exist in consumers' search boxes visible?
Image source: internet
More than 1,000 short videos did the job of 'translation'
ULucky started out in China through content e-commerce, and what the team is best at is precisely translating a product that needs to be 'understood' into the language of short videos.
When it got to Vietnam, this capability was directly reused, but the playbook underwent one key adjustment.
The function of the menstrual heating belt (relieving menstrual pain) is hard to visually demonstrate in a ten-second video. If you explain the principle in a hard-sell ad style, in a market with an average age of 32 where people are used to scrolling entertainment content, there is a high probability you'll just get swiped away.
ULucky's choice was to bypass features and start with scenarios. The team contacted over a thousand local Vietnamese influencers over time and ultimately collaborated with more than 200, releasing over a thousand short videos in batches and focusing on one thing: placing the menstrual heating belt into emotional scenarios.
Image source: TikTok
Valentine's Day was exactly a concentrated test of this strategy.
According to the data, the brand's single-day orders on that day surged to 1,000, dozens of times the usual level; a related video from a Vietnamese couple's account received nearly 300,000 likes and reached 9.4 million views, bringing not just exposure but real inquiries and conversions.
Image source: TikTok
Owned accounts, influencers, and livestream rooms: the complete chain of TikTok operations
In addition to marketing around Valentine's Day, ULucky's daily operations in Vietnam have also developed in multiple aspects.
According to public reports, the brand has currently formed a complete operating line on TikTok Shop: education through owned accounts, promotion through local influencers, and conversion through livestream rooms.
1、Owned accounts are responsible for explaining the product clearly。
For ULucky, which has just entered the Vietnamese market, it cannot expect consumers to know what the product is as soon as they scroll past it.
Therefore, owned accounts mainly output product-related content, including product features, usage methods, and information on women's daily care.
Not every piece of this type of content has to directly sell products; more importantly, it lets consumers gradually become familiar with the product.
Image source: TikTok
2. Local influencers are responsible for making the product easier to accept
When the brand explains the product itself, it inevitably carries a certain commercial nature.
Local influencers, using the local language and sharing experiences in their own life scenarios, often find it easier to close the distance with consumers. When ULucky accumulated influencer resources in the early stage, it did not blindly pursue big internet celebrities, but placed more emphasis on influencers' expression ability and audience fit.
Image source: FastMoss
This can also be corroborated by FastMoss data from the past 28 days: in ULucky's sales composition, influencers with more than 100,000 followers contributed 54.36% of sales volume, while influencers with between 10,000 and 50,000 followers contributed 23.66%. In addition, beauty influencers accounted for 48.25% of sales volume, becoming the main sales-driving force.
These data fully demonstrate that the alignment between the content audience and the product's target group is also an important factor affecting sales performance.
Image source: FastMoss
3. Livestream rooms are responsible for capturing consumers who have already become interested
Short videos let consumers learn about the product, and influencer content helps consumers build trust, but when users are actually ready to buy, they often still have specific questions. For example, how to use the product, how good the heating effect is, whether it suits them, etc. These questions can be further answered in livestream rooms.
Therefore, livestreaming is not another sales channel independent of short videos and influencer marketing, but an important part of the entire content operations chain.
According to FastMoss data from the past 28 days, the brand held a total of 480 livestreams, with total livestream sales volume reaching 913 units, sales of approximately 1.228 billion Vietnamese dong, and average sales per livestream of approximately 2.5588 million Vietnamese dong.
Image source: FastMoss
From the data, this entire layout is clearly successful.
This also shows that ULucky is no longer just relying on holiday marketing to drive short-term sales, but is gradually building a content operation system that can continuously reach consumers and capture purchase demand.
Conclusion
There is a question well worth considering for cross-border sellers:
When overseas consumers do not know your product at all, how should you sell it?
For many brands that have already achieved success in the domestic market, ULucky's case may be a direction worth paying attention to.
The market will not proactively create awareness for an unfamiliar product, but good content can become a key to opening the market. When a product has not yet been remembered by the search box, brands can first learn to be seen and understood in the information feed.
