A pot, a health kettle, or even a grater can go viral on TikTok, with monthly sales reaching hundreds of thousands or even millions of dollars.

Looking at yourself: same category, similar products, dozens of videos posted, mediocre traffic, and very few orders.

Where exactly is the problem?

Today, Tukewill break it down for you:

Why is it that with the same kitchen appliances, others are thriving while you always seem to fall short?

 

Image source: Internet

1. Are you still following the “sell whatever I have” approach?

Many people start on TikTok by filming their products:

“This is our pot, non-stick, durable, stylish...”

This approach might have worked ten years ago, but on today’s social platforms, simple function introductions are no longer enough to move users.

But look at how the CAROTE brand does it.How do they do it?

They are not selling pots, but a lifestyle.

On TikTok, they appear with macaron-colored kitchenware, paired with content about food making, kitchen organization, and color matching. The hashtag #carote has accumulated over 50,000 videos.

 

Image source:TikTok

Now look at the BUYDEEM brand, which focuses on health and convenience.A video of a creator using the health kettle to stew soup, steam rice, and make tea has over 1.2 million views, with many comments saying: “Perfect for dorm use” and “Just what I need living alone.”

They are not selling appliances, but solutions.

So, the first gap lies in:

You are still talking about product functions, while others are already talking about user scenarios.

 

Image source:TikTok

2. Do you think “posting videos = creating content”?

Many brands tend to fall into two extremes in content creation: either too hardcore, filled with technical jargon; or too casual, lacking a clear strategy.

Successful brands often find a balance between the two and adjust content formats according to platform characteristics.

Gaabor’s approach in Southeast Asia is very meticulous. They design completely different styles of accounts for different countries.

-In the Philippines, they invite celebrities to endorse, taking the “high-end fashion” route;

-In Vietnam, they shoot funny skits, use catchy BGM and challenges to attract young people.

This deep localization strategy has enabled them to build a solid user base in each country.

Remember: Only content that highly matches your target audience can resonate. First, understand your consumers, then create content.

 

(Left) Philippines (Right) Vietnam Image source:TikTok

3. Are you relying solely on organic traffic for orders?

Many people think that opening a store and posting videos on TikTok will naturally bring orders.

But the reality is: without a traffic strategy, even the best products are hard to go viral, and even if they do, it’s hard to sustain.

If you want to continuously acquire traffic, you need to deploy multiple paths: influencer collaborations, advertising, and live streaming sales, combining them for maximum coverage.

For example, the SUSTEAS brand has built a huge influencer collaboration network on TikTok. For a single store, the number of associated influencers exceeds 41,100.


Image source:Echotik

At the same time, they use flexible cooperation models, including paid promotion and product exchange, leveraging a large amount of UGC content to create ongoing word-of-mouth spread. More importantly, they invest additional advertising in well-performing videos to continuously amplify the traffic effect.

This is the key for a brand to achieve continuous explosive sales on TikTok—systematic operations create a traffic loop that keeps growing.

 

Image source:Echotik

Final Words

If you are also selling kitchen appliances on TikTok, don’t rush to complain that “the category is too competitive.”

Change your perspective:

Whose pain points does your product solve?

Does your content make people “want to like” or “want to share”?

Is your traffic only relying on organic recommendations?

Sometimes, the gap between you and a hit product is not the product itself, but an upgrade in strategy.

Learning from the successful is not to copy them, but to stand on their shoulders and go further.