382TikTok is currently at the forefront of global e-commerce, and this is no longer a secret. In fact, every now and then, we see brands go viral on TikTok and achieve explosive sales!
Etekcity, a small home appliance brand under Vesync (Morning North Technology), is one of them.
It seized on the pain point of people wanting to showcase their bodies through fitness and weight loss in the summer, amplifying the high-tech fat reduction selling point of its smart nutrition scale,successfully selling 190,000 units in just a few months, with sales exceeding $5 million!
Let’s take a look at Etekcity’s secret to explosive sales.
01 Unique Product Positioning
Etekcity’s smart nutrition scale is not just a simple weighing tool; it is a smart device specifically designed for health management. It uses a food-grade stainless steel platform and high-precision sensors to ensure accuracy and reliability in weighing. In addition, its slim and compact design enhances portability and ease of use.
More importantly, this electronic scale can be used with a dedicated app, providing rich food nutrition data to help users track the nutritional content and calorie intake of their food. Whether you are trying to lose weight, have diabetes, are a fitness enthusiast, or a cooking lover, this smart nutrition scale can help.
Image source: Etekcity overseas independent site
02 Marketing Strategies on TikTok
Etekcity did not start out selling on TikTok Shop; its parent company Vesync mainly focuses on Amazon, is headquartered in Shenzhen, and is a truly Chinese company.
Vesync’s three brands—Etekcity, Levoit, and Cosor—correspond to three segmented tracks: personal health care, home environment, and kitchen scenarios. Their products have all topped the sales charts on Amazon US, making them true leaders in their fields.
But perhaps it was “a single tree cannot support a great building.”
A relatively single sales channel has gradually become insufficient to support the scale of Vesync as a listed company, so expanding sales channels has become its most accessible path.
Thus, TikTok, the currently booming social e-commerce platform, became its top choice.
Of course, TikTok has indeed created many bestsellers for it. According to reports, in early June, in the “Kitchen Supplies” category of the “Category Weekly Ranking” on TikTok Shop US, the “Etekcity Food Nutrition Scale” topped the sales chart.
In the past 30 days, Etekcity has achieved over 50,000 sales on TikTok Shop, with estimated sales of $1.6 million.
Image source: Echotik
This really makes one marvel at TikTok’s powerful ability to attract traffic and generate revenue.
And achieving such high sales is inseparable from Etekcity’s influencer marketing strategy on TikTok.By collaborating with numerous mid-tier and micro influencers in the health, fitness, and home fields, Etekcity quickly boosted brand awareness and attracted a large number of users’ attention and purchases.
Moreover, since these influencers sincerely recommend the product after experiencing it, some of them have even spontaneously become customer service representatives for Etekcity products, providing answers to questions for consumers who see the videos, alleviating many of their concerns and invisibly increasing product sales.
TikTok influencer replying to consumers Image source: TikTok
In addition, Etekcity actively encourages user-generated content, sharing their real experiences with the product. These user-generated contents include unboxing videos, product usage tutorials, and demonstrations of results.
This strategy not only enriches the diversity and credibility of the content, but also further expands the brand’s influence through users’ social circles. In comparison, user-shared experiences and health improvement stories are more likely to move potential customers and motivate them to try and buy Etekcity’s products.
And these actions can also, to some extent, influence TikTok’s algorithm, bringing Etekcity a large amount of precise brand searches.
Image source: TikTok
Looking back at Etekcity’s path to explosive sales, in fact, apart from its excellent product quality and unique market positioning, most importantly,it has mastered the underlying rule of TikTok traffic.
Whether it’s collaborating with influencers or encouraging user-generated content, Etekcity is maximizing user attention, which is why it has achieved such impressive sales results in a short period of time.
In the future, as people’s pursuit of a healthy lifestyle deepens, the market prospects for such health management tools will become even broader.
Etekcity’s example is just a microcosm of thousands of brands going global through TikTok. In this vast blue ocean, some brands succeed, while others remain unknown. There are also many cases of failure, but we cannot give up trying just because we fear failure. Because if we never try, we will never understand the tears of joy at the moment of success and the hardships along the way.
