In the past, imported furniture was the benchmark of quality in many people's minds. Nordic sofas and Italian chandeliers, with foreign labels, seemed even more high-end. But now, things are different. A new force in home furnishing from China is rapidly winning favor in the European and American markets, turning "Made in China" into a popular Chinese brand.

Sweetcrispybrandis a typical example: starting with a chair, it became the No.1 in the home furnishing category in the US region of TikTok within less than a year, and now,the total sales of the storehaveexceeded$181million(according toEchotik platform data statistics).

This makes people curious,how did Sweetcrispy achieve this?

 

Image source:Sweetcrispy

A Brand Starting from an Office Chair

The establishment of the Sweetcrispy brand(also known as Sweet Furniture on TikTok)is closely related to the personal experience of its founder, Wang Lujian. As early as2018, Mr. Wang had already entered the cross-border e-commerce field, accumulating some experience with overseas consumers' shopping habits and platform operations.

However, what really made him determined to create his own brand was a"painful" experience: long-term use of poor-quality office chairs led to persistent discomfort in his lower back and cervical spine, whilethere were not many comfortable and reasonably priced office furniture options on the market.

This experience made him realize that after working from home became the norm, more and more users in Europe and America needed furniture that balanced health, comfort, and practicality. However, traditional big brands were expensive and old-fashioned, while many low-priced products compromised on materials and ergonomics.

Therefore,the Sweetcrispy brand started from "improving office sitting posture and home experience", anchoring its products on "high cost performance, high appearance, and ergonomic" home and office furniture.

 

Image source:Sweetcrispy

With a clear positioning and precise products,the Sweetcrispy brand quickly opened up the market.

To support the rapid growth of overseas business, the brand has built a strong global supply chain network behind the scenes. It is reported thatSweetcrispy has 7 global production bases and 12 North American overseas warehouses, and maintains stable cooperation with more than 200 multinational companies.

This robust supply chain and logistics system ensures that products can quickly respond to market demand and be delivered efficiently, becoming a solid backing for the brand's overseas expansion.

 

Image source:Sweetcrispy

The "Easterly Wind" of Industry Trends and Market Demand

Of course,the success of any brand cannot be separated from the boost of the times,and the Sweetcrispybrand is no exception.

According to industry data, the home and office furniture market in Europe and America has maintained growth in recent years.

According to Statista, the US furniture e-commerce market was about $120 billion in 2023, and is expected to exceed $160 billion by 2027, with a compound annual growth rate of about 5%.

This vast blue ocean provides a huge stage for all home furnishing brands aspiring to go Tuke.

 

Image source:Statista

Looking deeper, consumer demand itself is also evolving. The global furniture market is showing a trend from simply pursuing style to focusing on function, health, and experiential value. For example, categories such as multifunctional adjustable electric sofas, smart toilets, and ergonomic chairs are growing rapidly.

This is highly consistent with theSweetcrispybrand'sfocus on"ergonomics" and "comfortable and healthy" product positioning.

It can be said that the booming market demand provides fertile soil for the brand, andSweetcrispy has just planted a seed that can grow rapidly with the right product.

 

Image source:Sweetcrispy

How to Play Marketing onTikTok

No matter how good the product is, it still needs effective channels to reach consumers.

The Sweetcrispybrandadopted an "all-round, multi-dimensional" operation strategy onTikTok, maximizing the platform's traffic advantage.

1. Official Account Matrix and Content Exploration

In the US region ofTikTok, the brand has set up a large number of official accounts. Just the Sweetcrispy Official store alone is linked to 12 self-operated accounts, forming an account matrix covering different sub-scenes and groups.

This matrix layout not only avoids the risk of traffic limitation from a single account, but also achieves comprehensive coverage of the target audience, allowing more potential consumers to learn about the brand.

 

Image source:kalodata

It is worth mentioningthat with the popularity ofAI video tools, the Sweetcrispybrandhas also started usingAI-generated product promotion videos on some accounts.

The advantage of AI videos is that they do not rely on a real person's fan base, the production cost is relatively low, and there is no need to hire foreign actors, which is especially suitable for cross-border brands that need a large amount of material testing.

 

Image source:TikTok 

In practice, someAI videos may have average views, but the sales conversion is obvious.

For example,the brandaccount@sweetcrispy_store has only 257 followers,monthly traffic is only51,100,but salesreached$24,100.

This also shows thatAI videos have certain advantagesin "precise conversion".

 

Image source:kalodata

2. Influencer Marketing

However,AI video sales are still in the trial stage, and the main sales of the Sweetcrispybrandstill come from influencercollaborations.

Takethe brand'sTikTokstoreSweetcrispy S as an example,thenumber of influencers associated in a single month is nearly2,170, and among the store's total transaction amount of about$1,953,800, the transaction amount achieved through influencer sales reached as high as$1,764,600, accounting for over90%, which shows the supporting role of influencer sales for the brand's sales.

 

Image source:kalodata

In terms of influencer selection,Sweetcrispybrandadopts a diversified cooperation strategy.

Although furniture products are usually closely related to specific usage scenarios,theydid not limit marketing toverticalinfluencers, but instead looked for suitable influencers based on different product attributes.

TikTok influencer @jenessa.gray is a good example. She is a mom-and-baby blogger with 12,600 followers, and her videos are mainly about "mom's good stuff".

Andthe Sweetcrispy brand's bean bag chair fits her perfectly. Its cute appearance and child-friendly label made this chair successfully enter the "mom's good stuff" list, and also achieved nearly 8.6 million video views.

 

Image source:TikTok

3. Paid Advertising

In addition, the brand also pays to promote high-quality content. In several videos with high views, there are obvious signs of paid advertising.

For example, the influencer collaboration video above was promoted with paid advertising.

According to the data, the video started advertising on the second day after release, and byFebruary 8 this year, it had lasted for 57 days, with a total spend of $18,800.

Although it seems like a lot was spent—nearly $20,000 in less than two months—the advertisingROAS (Return on Ad Spend) reached 3.07. This figure is already above average in the TikTok home furnishing category.

 

 

Image source:kalodata

New Channels, New Opportunities

Fromthe Sweetcrispy case, we see not only the success of a brand, but also a gradually clearer new Tuke channel for Chinese manufacturing enterprises.

For many domestic enterprises, the vast overseas market is far from being a stock red ocean that has been fully divided up. Changes in consumption habits, the evolution of social media, as well asthe reconstruction of the global supply chain, are constantly creating new demand gaps and track opportunities.

Today's Tuke is not only about production capacity, but also about the speed of understanding market demand, the ability to communicate with consumers, as well asthe speed of integrating global resources.

The stage of the overseas market is waiting for more well-prepared and bold Chinese brands to take the stage.