There is such a brand that, with its keen sense, embarked on the journey of "gold mining" overseas as early as 2009, once winning first place on the US Amazon BS list; in 2022, it began its TikTok sales career, achieving over $34 million in sales from a single TikTok store; in 2023, it broke the milestone of over 100,000 units sold globally, and after fifteen years of going overseas, it remains as strong as ever.

This is OQQ, a Chinese brand dedicated to creating healthy and fashionable products for women.

Brand Journey Overview

OQQ is a company based in Hangzhou, Zhejiang, and has now applied for and received trademark recognition in several countries, including Canada, Mexico, Japan, the UK, the US, and the EU.

The brand's journey began on Amazon, with products that combine fashion, functionality, and practicality. After ten years and establishing a firm foothold in the European and American fashion circles, OQQ leveraged its large fan base on Amazon to build a complete system from product development to production and sales, and registered the brand in 2019.

In 2022, OQQ keenly sensed the huge potential of TikTok and began influencer marketing on TikTok, ushering in the brand's peak period. In 2023, it began to focus fully on brand building, and this year, OQQ completely entered the wardrobes of North American girls. It can be said that the TikTok marketing strategy was OQQ's best move.

OQQ actually does not have many official TikTok accounts. According to Tuke, there are mainly two brand-related accounts: @oqqsports with 228,500 followers and @oqq_ninecents with 25,200 followers. Although the accounts themselves are not particularly prominent, the sales volume of the TikTok shop is as high as 1.4 million units. As of October 2024, the total transaction amount has reached $34.13 million, ranking ninth on the daily chart.

Achieving this result is closely related to OQQ's deep layout on TikTok, which is to leverage the high compatibility between the brand and the TikTok platform, using short videos and influencer marketing strategies to increase brand awareness and attract a large number of consumers to purchase products.

OQQ Brand TikTok Shop Data Source: EchoTik

1. Brand Audience and TikTok Compatibility

OQQ regards brand philosophy as its core, while carefully observing and understanding the lifestyle of modern women.

From the fan profile of the TikTok account @oqqsports, we can see that:

More than 50% of users are female TikTok users aged between 18-35. This group is characterized by strong consumption desire, a passion for fashion and freedom, and an emphasis on women's rights.

@oqqsports account fan profile

2. EmpowerHer Influencers Program

The EmpowerHer Influencers Program enables a large number of female TikTok influencers to sell products, allowing women to achieve financial independence and expand the possibilities of their lives.

According to the OQQ official website, this cooperation is not only about brand promotion but also about empowering women, supporting their goals and dreams, and helping them discover their own strength.

It is through this approach that OQQ has attracted a large number of TikTok influencers to participate in product promotion and sales, achieving a traffic layout for the brand.

OQQ—EmpowerHer Influencers Program

Data shows that the total number of TikTok influencers associated with the OQQ brand has reached 50,000. Among them, the best-selling product was promoted by over 7,000 TikTok influencers in just 10 months, with more than 4,000 promotional videos alone.

From the GMV value in the data, it can be seen that this form of traffic exposure deepens the brand's impression among customers. At the same time, by relying on a considerable number of mid-tier influencers, OQQ has found a balance between cost investment and influence.

OQQ product sales data on TikTok

3. Influencer Profile Selection and Traffic Placement

OQQ is quite cautious in its selection of influencers. It does not blindly pursue follower numbers but pays more attention to the influencer's e-commerce permissions. Any influencer who meets this condition may become its partner.

From the following OQQ brand-related influencers, we can see that although these influencers do not have a high number of followers, their sales are considerable.

TikTok influencer sales data for OQQ

For example, the TikTok influencer with the highest OQQ sales, @catshrank, has 475,000 followers. Although she is only a mid-tier TikTok influencer, she has many viral sales videos, almost all of which have over a million views, with the highest reaching 31.2 million views. The influencer's total GMV has reached $1.33 million, even surpassing the official account's data.

TikTok influencer @catshrank's sales video performance

After a large number of influencer sales promotions, in order to spread good content with greater volume, OQQ also used TikTok for Business to re-promote high-quality videos. While achieving stable orders, it also improved customer favorability and attention to the brand, achieving both brand and sales effectiveness.

Because of this, OQQ's popularity on TikTok has always remained high. There are as many as 50 topics related to OQQ, with the popular topic #oqqsports accumulating 88.6 million views.

OQQ topic view performance on TikTok

Looking at OQQ's overall layout on TikTok, we can see that OQQ's success is not accidental, but rather the result of its keen market insight, precise brand positioning, and innovative marketing strategies, carving out its own space on social media platforms like TikTok.

In the future, we look forward to even better overseas performance from OQQ. At the same time, we also hope that more domestic brands can succeed overseas by leveraging TikTok and other overseas social media platforms~