468The overseas women's apparel market has always been a fiercely contested battleground. If we look back at the women's clothing brands that have made waves in recent years, OQQ, LovelyWholesale, NOWRAIN, and others are all outstanding players that have made the list. Previously, TuKe has also introduced these to everyone.
Now, among these brands, a new and innovative brand transformed from a factory has emerged—NcmRyu. Its monthly sales on TikTok have exceeded $560,000, with over 2.2 million units sold of its shapewear single product, and GMV during Black Friday surged by 130% compared to the previous period!
Behind these achievements is not only the explosive growth of a single brand, but also the transformation of traditional factory-based enterprises from "low-cost OEM" to "high-premium brands." So how exactly did this brand achieve this?
Image source: TikTok
The Inevitable Choice from "OEM Dilemma" to "Brand Breakthrough"
It is reported that the parent company behind the NcmRyu brand, Guangzhou Yixi Trading Co., Ltd. (hereinafter referred to as "Yixi"), was originally a typical foreign trade factory-type enterprise.
In 2023, global supply chain costs rose while the consumer market weakened, further squeezing the survival space of the OEM model. At the same time, the rise of cross-border e-commerce provided Yixi with an opportunity to overtake on a curve.
Yixi seized this opportunity, entered TikTok in August 2023, and launched the NcmRyu and Timeoff brands. In just two months, it achieved a breakthrough from zero to 10,000 daily orders. The TikTok segment already accounts for 70% of the company's overall cross-border business.
Image source: SHEIN
During this period, the NcmRyu brand has accumulated $30.38 million in sales for the company, successfully providing significant support for the company's transformation and upgrade.
Image source: Echotik
Content E-commerce Enables Brand Cold Start
Based on TikTok's unique advantages in content e-commerce, Mr. Huang, manager of Yixi, stated in an official interview that short videos and livestreams, through scenario-based presentations, can deeply tap into potential consumer demand.
Based on this understanding, the NcmRyu brand has built a systematic high-ticket product testing mechanism, deeply integrating influencer collaboration into the product lifecycle. In the early stage of new product launches, the team widely sends samples and encourages influencers to create freely, screening potential products through video interaction data.
Take, for example, a round-neck solid color sports suit under the brand. In its initial launch, the product collaborated with a wide range of influencers. Driven by influencer videos, the suit saw a traffic peak in mid-September. A video posted by TikTok influencer @Amere Sheree received about 2.2 million views, with product sales exceeding $32,200, successfully making the suit a potential bestseller.
Image source: TikTok
Now, this suit has topped the NcmRyu brand's sales chart, with total sales exceeding $4.78 million and still growing.
Image source: Echotik
Of course, the initial explosion has been achieved, so the next issue is to extend the product lifecycle and achieve a long-tail effect. To this end, the NcmRyu brand chose to establish long-term cooperation with TikTok influencers, maintaining popularity through regular video/livestream releases and extending the lifecycle of bestsellers.
For example, TikTok influencer @Simple Flavor maintains a daily livestream schedule. So far, she has hosted 62 livestreams, almost covering the prime time slots of TikTok US and UK regions, with a total viewership of 1.5 million.
Image source: Echotik
This long-term, high-frequency livestream collaboration has maintained sales growth after the product's peak period and has also boosted the exposure and sales of other new products under the NcmRyu brand, building a stable traffic entry point and sales growth driver for the brand.
In addition to TikTok, the NcmRyu brand is also trying to promote itself through the Instagram platform. Currently, the account @ncmryu_office is still in its early stages, mainly showcasing women's outfits. By conveying the brand's style and product features to the target audience, it aims to attract more young female consumers to follow the brand.
Image source: instagram
"Brand Dividend" in Overseas Markets
The successful transformation of the NcmRyu brand is no accident. It is the result of multiple overlapping trends and also confirms that the current overseas market is providing huge opportunities for the branding of Chinese supply chains.
Data shows that TikTok's global monthly active users have exceeded 2 billion, with US users spending more than 1.5 hours per day on average. Users are gradually developing the consumption habit of "scrolling videos → being influenced → placing orders." NcmRyu has seized this feature, using scenario-based content to precisely target users' "instant needs," achieving a successful transformation from a traditional factory to an innovative brand.
In addition, the global apparel market size reached $1.79 trillion in 2024 and is expected to continue growing at an annual rate of 2.81%. As the leader in the apparel market, the US market reached $351 billion in 2023 and is expected to grow to $390 billion by 2028. This huge market size and stable growth trend provide ample space for apparel brands to expand overseas.
Image source: instagram
It can be seen that the prospects for the overseas market are now very broad. For Chinese supply chain enterprises, leveraging the traffic dividends of content e-commerce platforms such as TikTok, combined with their own supply chain advantages, there is a real opportunity to stand out in the fiercely competitive global market.
Conclusion: In the "Going Global 3.0 Era," Who Can Set Sail?
As traditional e-commerce falls into growth fatigue, TikTok is reconstructing the logic of going global with "content + interest e-commerce." The counterattack of the NcmRyu brand is not only a victory for a single brand, but also a signal that the Chinese supply chain is achieving a leap in value through new channels.
In 2025, TikTok's US user base is expected to exceed 150 million, and the sportswear market size will reach $220 billion. For merchants still on the sidelines, now is the key window to capture overseas consumer mindshare.
This feast belongs to those pioneers who dare to abandon the "white label mindset" and embrace the content red ocean!
