448Just how much do Americans love eating ice? The data gives us the answer.
According to a 2020 Bosch survey, Americans consume as much as 400 pounds of ice per year. This “no ice, no joy” culture is not only a reflection of dietary habits, but has also spawned a huge ice consumption market. From ice machines to related equipment, demand has remained high.
Recently, a domestic portable ice maker brand—EUHOMY—has been making waves on TikTok with outstanding product performance and clever marketing tactics, becoming a new hit in the US small home appliance market. What valuable experiences are behind this success?
Image source: Reddit
01
26-second short video makes portable ice maker go viral
During the recent Black Friday sales, Tuke noticed a small home appliance that unexpectedly went viral on TikTok.
The trigger for its popularity was a video just 26 seconds long. In the video, the blogger excitedly recommends this “must-buy Black Friday item,” specifically highlighting its fast ice-making and strong portability. This kind of recommendation that directly addresses pain points led many netizens to frantically ask for purchase links in the comments. More than a month after the video was posted, views have soared to over 4.4 million, with tens of thousands of likes, and this ice maker is the star product of the EUHOMY store.
Viral EUHOMY product-related video Image source: TikTok
According to FastMoss data, as of the week ending December 27, this ice maker has jumped to become the sixth best-selling home appliance on TikTok US, with weekly sales reaching 5,832 units. Since its launch in August 2023, the product’s cumulative sales have exceeded $5.97 million, securing a place in the portable ice maker field.
Image source: FastMoss
02
Multi-scenario applications help portable ice makers break out
By 2030, the global portable ice maker market is expected to reach nearly $4 billion, with a compound annual growth rate of 5.7%. Driven by this trend, EUHOMY has precisely captured the needs of overseas consumers and achieved impressive results in the portable ice maker track.
Since entering TikTok US in August 2023, EUHOMY’s sales have exceeded $14.27 million. The reason this ice maker quickly became popular is not only because of its “high appearance + high practicality” product positioning, but also because it fits the “cold drink” dietary habits and stay-at-home economy consumption model of Europe and America.
Image source: FastMoss
Take its best-selling product as an example: this portable ice maker has a capacity of 26 pounds and can quickly produce 9 bullet-shaped ice cubes in 6 minutes. It is easy to operate and comes with a basket, ice scoop, and portable handle. At the same time, its compact design makes it fit seamlessly in the kitchen, office, or outdoor camping environment. For European and American consumers who are used to camping or backyard parties, this “grab-and-go” convenience is especially suitable for their needs.
Image source: EUHOMY
To better meet the diverse needs of consumers, EUHOMY has also launched larger-capacity ice makers and models suitable for making nugget ice, and has also launched car refrigerators as companion products for ice makers. This expansion around core needs not only enriches the product line, but also gives the brand more initiative in a fiercely competitive market.
EUHOMY has always maintained a steady strategy in product expansion, focusing on a small number of SKUs, efficiently solving user needs as the core, reducing the difficulty of consumer choices, and improving product market adaptability. In terms of marketing, EUHOMY has cleverly leveraged platform popularity and trending topics, making precise efforts and achieving rapid breakout through creative communication, allowing the product to stand out in a fiercely competitive market.
Image source: Facebook
03
Precision marketing triple play: influencers + video + livestream
During the just-concluded Black Friday sales, TikTok Shop US saw a “shopping frenzy,” with total sales exceeding $100 million and the number of shoppers on Black Friday and Cyber Monday up 165% year-on-year. Among them, EUHOMY also successfully grabbed a share of this traffic wave, with very impressive results. According to FastMoss data, in the past 28 days, EUHOMY’s store sales have reached 38,700 orders, with total sales exceeding $2.42 million.
Image source: FastMoss
So, how did EUHOMY seize this opportunity? One reason is its highly precise strategy before and after Black Friday, especially in collaborating with influencers on TikTok. By establishing partnerships with nearly 4,200 influencers, EUHOMY successfully leveraged these influencers’ massive fan bases, greatly increasing brand exposure and attracting a large number of consumers’ attention.
In terms of operations, EUHOMY’s main marketing methods are still livestreaming and video sales. In the past 28 days, the brand has conducted 7,717 livestream sales sessions, and more than 3,400 video sales sessions. From these data, video sales performed particularly well, especially those by mid-tier and lower-tier influencers, who guided viewers to purchase through highly creative content, proving that even influencers with relatively small fan bases can generate strong sales effects.
Image source: FastMoss
It is worth noting that in the early stages and during the Black Friday sales, influencers cleverly seized on consumers’ strong interest in discounts and promotions, attracting viewers to click and watch by offering limited-time discounts and promotional information. This marketing strategy targeting consumer pain points helped EUHOMY improve its conversion rate. At the same time, influencers added popular topic tags such as #tiktokshopblackfriday in their videos, which also greatly increased brand exposure.
But not all marketing relies on discounts and promotions; EUHOMY has also put a lot of effort into creativity in video content. For example, in response to American consumer habits—Americans generally don’t like drinking plain water—there is a very popular #watertok topic on TikTok that teaches people how to drink more water. EUHOMY’s partnered influencers created many creative videos around this topic, showing how to use the portable ice maker to make colorful ice cubes, elevating the appearance of ice and drinks to a new level, attracting many young people who love “high-appearance” drinks to buy.
Popular works under the #watertok topic Image source: TikTok
Finally, EUHOMY also leveraged the platform’s popularity by independently producing some videos with trending topic tags and stickers, further increasing brand exposure through these videos. Currently, EUHOMY’s TikTok account has surpassed 90,000 followers, which is quite an impressive achievement for a brand that has emerged in such a short time.
Image source: TikTok
04
A slow and steady growth path
On the TikTok US home appliance sales chart for November, EUHOMY’s portable ice maker ranked fourth with monthly sales of 21,700 units, becoming a dark horse in the home appliance category. Interestingly, the top-ranked heating devices on the list did not even break 10,000 units in sales, which makes one marvel: in the cold winter of the US, the hot sales of ice makers contrast sharply with the climate, truly a unique consumer phenomenon.
Image source: FastMoss
This year’s US winter has been exceptionally harsh, with blizzards hitting multiple states and many places declaring a state of emergency. Surprisingly, during this cold wave, American consumers’ shopping carts were filled with quite a few ice makers. This also reflects that in the world of “foodies,” demand and climate are two different things. Even when it’s freezing outside, the enthusiasm for iced drinks and ice cubes has not cooled down at all.
Looking back, EUHOMY’s success may offer some inspiration: brands do not need to blindly pursue large-scale rapid expansion; solid product strength and precise market strategies are the keys to going further. By taking steady steps one at a time, the brand will eventually reap its own ray of light.
