In the ever-evolving landscape of social media, TikTok has emerged as a powerful platform, not just for entertainment but for driving massive sales in the fashion industry. Brands that once relied on traditional marketing have found an unexpected goldmine in this fast-paced, trend-driven app.
Seize the consumption hot spots and play the human marketing strategy
In recent years, with the continuous improvement of the quality of life, more people began to participate in fitness activities.
According to statistics, the fitness boom in recent years has led to explosive growth in the global sportswear market, with the market value expected to reach $955.4 billion by 2026. With the power of social media platforms such as TikTok, many women’s leisure and sportswear brands have also gained great attention.
Modern consumers have an increasing demand for product comfort and functionality. In such a market background, OQQ and Halara have quickly become the industry leaders with their unique brand concept and high-quality products
It is summer, fitness exercise, outdoor travel continue to heat up. Leisure sports have become an integral part of the life of modern young people. In it is the hot sportswear market.
With the deepening of various types of players layout, the competition is gradually full. So all kinds of brands continue to explore the new classification of products, to seize more segmentation points. OQQ and Halara can stand out in the TikTok Shop.
OQQ is a new women’s health and fashion brand with fashion, functionality and practicality, which has popular in TikTok with tight yoga suits. In nearly 30 days, it reached the third place in the women’s clothing category. As of June 27, the historical total sales volume was 1.0485 million, and the historical sales volume was 35.0799 million.
OQQ is an overseas brand with the purpose of “creating new women’s health and fashion”, which is accurately targeted at young women. Color personality diversity, not limited to sports and fitness, but also fashion wear necessary.
Halara Is a fast fashion brand focusing on providing cost-effective sports and casual clothing for consumers around the world. In nearly 30 days, it became the second place in TikTok’s US sales list and the first place in the women’s wear category. As of June 27, historical total sales were 1,4062 million, and historical sales were $44,029,600.
Halara Close to the aesthetic and practical needs of young American women, and through a large number of pure color products to create a simple, advanced brand image.
Expanding the niche segment is also an effective way to help new brands open up the yoga pants business.
As the concept of self-pleasing has gradually gained popularity, the public pays more attention to being comfortable and comfortable in terms of clothing needs. Now the sportswear category covers different segments such as large-size women, children and pregnant women.
Talent marketing enables brand sales
OQQ and Halara’s popularity on TikTok shows strong marketing strategies and product strategies, and a multi-dimensional social media content layout to build momentum for the brand. The main audiences of the two brands basically overlap, but they both can stand out in TikTok Shop thanks to the dissemination of talent marketing.
Among all the social promotion channels, OQQ and Halara rely more on using TikTok KOL web celebrity to create brand exposure and new product marketing. The correlation between the number of goods and sales is positively correlated. The more the number of goods, the greater the amount of orders.
OQQ has 29,000 external cargo owners, with total sales of 392,900 and sales of 9,999,100 US dollars.
Halara There are 10,800 external cargo owners, with a total sales volume of $714,700 and a sales volume of us $17,668,300.
In terms of content marketing, both OQQ and Halara pay more attention to the comparison before and after dressing.This can highlight the importance of the product, in the visual is also easier to catch eyeballs, conducive to dissemination.
When OQQ works with talent, it chose full-bodied bloggers. In Tik Tok, the blogger boldly tried it on to show that even if they are fat, OQQ yoga clothes can well modify the body shape, thus eliminating the audience’s body anxiety.
In addition, it introduces different colors and other clothes, making the simple yoga clothes more fashionable, arousing the audience resonance, and proves that OQQ tight yoga clothes are suitable for all women.
Halara When cooperating with talent, mainly around the brand style to find celebrities. Looking for people who fit the brand tone to show themselves, arouse the interest of consumers to promote transformation.
Clear brand target customer group, targeted to find the talent
According to the data, the related fans of the two brands range between 5,000 and 3 million fashion bloggers, which is highly consistent with the positioning and tonality of the brand. In addition, there is a lot of overlap between the target customer groups of these two brands, so similar target stores can preferentially view the experience of carrying these two products when looking for the target talent.
While the importance of the number of fans is undeniable, the quality of the fans is even more critical. Only when the fan group is highly matched with the target customer group of the product, and it has a high degree of loyalty, can a higher sales conversion rate be achieved. Looking for talents consistent with the style of the target customer group can reach the fan group more accurately, so as to effectively stimulate their desire to buy.
The official account live broadcast operation drives the promotion effect
In addition to the goods, OQQ and Halara official accounts have also brought a lot of sales to their products. On TikTok, OQQ account has 183,900 subscriptions and halara account has 667,000 subscriptions.
Among them, the maximum amount of @ OQQ account is $85,100, @halara.us. The maximum amount of a live account is $107,700. It shows that OQQ and Halara brands themselves have strong live broadcast operation ability.
In addition, they have also laid out multiple matrix accounts on TikTok, and the video content is mainly product display and effect evaluation, attracting the attention of a large number of young consumers.
Although there are a large number of top brands leading the casual sports women’s track, there is still no lack of opportunities, especially on platforms such as TikTok with strong marketing and content attributes.
At present, the wave of traffic dividend of leisure sports women’s wear is far from over, and the weekly sales volume of products exceeding thousands or tens of thousands are many. Clothing has always been a strong category of Chinese overseas brands, and there will also be more businesses entering the market in the future.
Positioning and publicity are very important
Product tonality selection and consumer group positioning: merchants need to have a deep understanding of the needs and market trends of target consumers, so as to ensure that the selected products can meet consumer needs and adapt to the market. Unique brand stories expand influence while maintaining product consistency.
Multimedia channel layout: By cooperating with web celebrity on social media platforms such as TikTok, the multi-channel layout can be realized to increase the product exposure rate and attract more potential consumers.
TikTok As a content e-commerce platform, talent promotion has become an important part of brand marketing. Only with its unique brand concept, high-quality products and precise marketing strategy can the brand seize a place in the global clothing market. The popularity of these two women’s clothing brands also provides a reference for other women’s clothing brands with plans to go overseas.
Finally, made in China to sea TikTok, is a new attempt of development opportunities and challenges, the enterprise to explore overseas market marketing path need on the lead, light Sparkling sea for sea customers to provide one-stop sea social media marketing solutions, link global KOL and KOC, from the perspective of localization to provide the most professional services. To build a cross-border digital marketing service platform that can continue to grow and enable Chinese manufacturing to go overseas.
