Those who often watch American TV series should know that almost more than half of every hundred Americans are overweight. The life of Americans is spent oscillating between hefty medical bills and fitness.

Of course, if you think Americans have to rely on sweat to lose weight, you might be behind the times! Now, Americans have found a new way to lose weight—Niceday Steppers!

01

Target Market: Environment Shapes the Trend

The fitness industry has always been a huge market in the United States. According to the latest data, the U.S. fitness market is expected to reach $41.371 billion in 2024, and more and more Americans are willing to pay for their health. However, in recent years, more and more consumers have begun to choose home fitness equipment, especially after COVID-19, this trend has become even more pronounced.

Image source: Market Monitor

In the past, we always associated weight loss and fitness with words like "sweat," "treadmill," and "equipment." But with technological development, home fitness devices have gradually become smaller and smarter. Many people hope to exercise at home anytime, anywhere, saving time and without expending too much physical effort.

Against this backdrop, Fitnessathome's Niceday Steppers emerged. This product meets consumers' needs for simple, low-threshold exercise methods, especially for home users with fragmented time and limited space.

02

Niceday Steppers: Sales Breakthrough, Creating a Home Fitness Craze

Since its launch, Niceday Steppers has quickly gained tremendous attention on social platforms, especially TikTok. According to the latest sales data, this stepper achieved sales of about $82,000 (approximately RMB 596,000) in the past 7 days, and since its launch on TikTok, total sales have reached $10,595,200 (approximately RMB 77.05 million).

Even more striking is that this product has not only accumulated a large amount of sales in a short period but also continues to maintain strong popularity, consistently ranking among the market's best-sellers.

Image source: Tabcut

03

Strategy Behind the Product: Brand Community Operations

Of course, the hot sales of Niceday Steppers cannot be separated from the meticulous planning and operations of its brand, Fitnessathome.

To accurately reach different user groups, the brand has established multiple account matrices on TikTok and created personalized communication strategies based on different content and needs.

The brand's main TikTok account @fitnessathome.official is mainly used to showcase the full range of products, including Niceday Steppers, foldable mini trampolines, and other hot-selling items. It has accumulated 15,600 followers so far, with the earliest video posted in June 2024. As of December, the total views have reached 762,100.

Brand's TikTok account matrix layout

After attracting a large amount of attention, the Fitnessathome brand continuously interacts with fans and provides valuable content, converting these fans into loyal users and further engaging in real-time interaction through live commerce.

Fitnessathome brand TikTok live streaming data Image source: echotik

In addition, the Fitnessathome brand has also cooperated with many TikTok influencers to promote the product. These influencers showcase their own experiences, allowing more fans to learn about this home fitness miracle.

For example, influencer @fittbylys, who has 32,500 followers on TikTok, posted a video demonstrating the use and effects of the product, which received 14.6 million views on TikTok, bringing huge traffic to the brand.

Influencer @fittbylys promotional video Image source: TikTok

Of course, besides connecting with various influencers, the brand's social media marketing also enhances user engagement and brand exposure by creating topics and launching challenges.

They set up the hashtag "#Fitnessathome" on TikTok and encourage users to share videos of themselves exercising with Niceday Steppers. By participating in topic challenges, users can not only showcase their personal fitness achievements but also spread the lifestyle concept of "comfortable aerobic exercise."

Hashtag "#Fitnessathome" Image source: TikTok

04

Conclusion: How Brands Use Social Media to Break Market Boundaries

The success of Niceday Steppers shows that brands in the global market not only need high-quality products but also need to expand their influence through precise social platform operations. For other brands hoping to go global, TikTok and other social platforms are not only channels to showcase products but also key tools for building relationships with consumers and amplifying brand voice. Through vivid and interactive content marketing, brands can stand out in a fiercely competitive market, break geographical and cultural barriers, and reach more potential customers.

For brands planning to enter the international market in the future, especially small businesses, how to make good use of the traffic pool of social platforms and establish emotional connections with users will be one of the keys to success.