441Although it does not update as frequently as fast-moving consumer goods, furniture firmly occupies a place in the market with its stable practicality, becoming an indispensable part of family life.
In order to attract Gen Z consumers, furniture merchants must continuously launch new products that are both practical and aesthetically pleasing, and the brandSweet Furnitureis one of them.
It entered TikTok in August 2023, and by October, ranked third on the US TikTok Shop, becoming theonly furniture brand in the Top 10 of the 2023 US TikTok Shop rankings.
Is it a naturally gifted player, or the result of a perfectly planned overall strategy? Why has Sweet Furniture achieved such results?
The founder of Sweet Furniture is Wang Lujian, a Chinese national. He knows well that product differentiation is key in a fiercely competitive market.
Therefore, since its establishment, the brand has focused on innovation and exploration, aiming to improve people's work and lifestyle through advanced technology and products.
Sweet Furniture's product strategy focuses on this, quickly establishing its brand image in consumers' minds by offering high cost-performance, full furniture scene coverage, and fashionable style products.
Sweet Furniture independent site - brand introduction
At the same time, with the rise of social media, Sweet Furniture seized the marketing potential of platforms like TikTok, promoting product video content to a wider audience through collaborations with influencers.As of October 2024, Sweet Furniture's total transaction volume on TikTok Shop reached $63.43 million, securing a place in the fiercely competitive market.
Sweet Furniture total TikTok Shop sales data Source: Echotik
According to TuKe, Sweet Furniture has set up a total of 25 accounts on TikTok, mainly focusing on showcasing the brand's products and diverse usage scenarios to attract and retain viewers.
Such a content matrix not only broadens the reach of its content and enhances user conversion potential, but also strengthens consumer trust and loyalty to the brand.
Some Sweet Furniture TikTok accounts
In addition, Sweet Furniture also accumulates popularity through live streaming to increase account weight. For example, the brand's account @sweetcrispy_furniture held 14 live streams in the past thirty days, enhancing customer stickiness and driving small shop sales growth.
Account @sweetcrispy_furniture live streaming data Source: Echotik
After reviewing the overall data of Sweet Furniture's TikTok accounts, TuKe found that the brand pays special attention to content creation for its accounts. For example, the TikTok account @sweetcrispyfurniture, although it has only 8,774 followers, this does not hinder the wide dissemination of its video content.
Currently, the account's popular videos have attracted hundreds of thousands or even millions of views, and even regularly posted short videos can guarantee thousands of views on average per video.
Videos posted by account @sweetcrispyfurniture Source: Echotik
By browsing the account's most viewed videos, it can be seen that Sweet Furniture is able to attract potential customers and achieve success because theycleverly utilize eye-catching numbers and key marketing timingto highlight product features and usage methods, directly addressing the needs of the target market.
For example, a product video posted by @sweetcrispyfurniture with 6.3 million views usescontrasting prompts "What I saw VS What I got" along with "Cyber Monday"promotional tags and"Buy at TikTok Shop and enjoy 30% off instantly"discount information on the video cover. This strategy effectively stimulates users' curiosity and attracts them to click the video for more information.
Promotional video posted by account @sweetcrispyfurniture
From TikTok Shop sales data, Sweet Furniture mainly relies on influencer-driven promotion and sales. For example, the best-selling shop@sweetcrispy_furniture has nearly 37,400 associated influencers, and out of the shop's total transaction amount of $38.63 million, influencer-driven sales reached $32.43 million.
As brand founder Wang Lujian said,the number of influencers determines the amount of content, the amount of content determines the traffic, and the traffic determines the sales..
Sweet Furniture TikTok Shop sales data Source: Echotik
In terms of influencer selection, although furniture products are usually closely related to specific usage scenarios, Sweet Furniture does not limit its marketing strategy to influencers in specific fields.
The brand adopts a diversified cooperation strategy in influencer selection. Among the top ten influencers ranked by likes on promotional videos, half are related to "care and beauty".
Sweet Furniture TikTok Shop promotional influencers Source: Echotik
In addition, Sweet Furniture also pays for content promotion. Several high-view videos have ad promotion, and overall data shows that this method does create exposure opportunities for products and achieves sales growth.
Sweet Furniture TikTok video promotion data Source: Echotik
Overall, Sweet Furniture's outstanding achievements on the TikTok platform are mainly due to its unique market positioning, effective cooperation with influencers, careful operation of its own accounts, and strategies to boost sales conversion through live streaming. The comprehensive use of these strategies has helped Sweet Furniture stand out in a fiercely competitive market environment and establish its leadership position in TikTok e-commerce.
The brand's success also inspires other companies that even in the traditional furniture industry, rapid growth and brand breakthroughs can be achieved through precise market positioning and effective digital marketing.
