GMV Exceeds US$2 Million!

Hello everyone, I am Echo, product selection and operations consultant.

With the Black Friday event in full swing in TikTokShop North America, more and more categories have recently shown amazing sales and growth.

EchoTik data found that maternal and infant products are hot-selling on TikTokShop and are in a fast-growing blue ocean market. With its star product – the baby waist stool, the brand store Tushbaby has become the first maternal and infant products store to appear in the Top 10 GMV list of TikTok Shop stores.

TikTokShop store data analysis

01Basic data

EchoTik data found that since the Tushbaby maternal and child products store opened at the end of July, the total sales volume has reached 30,800, with an estimated GMV of US$2.06 million.

According to the sales growth trend, the store's sales have grown rapidly during Black Friday: sales in the past 30 days will exceed 30,000, with estimated GMV of nearly 1.95 million US dollars, accounting for more than 90% of the total GMV, and average daily sales of nearly 7 million US dollars, with a maximum daily sales volume of over 4,400 pieces.

02Hot products

The store has few products, with the main products being baby waist stools and slings. Product prices range from $14 to $115, with the average product price being nearly $47.

The main audience for the store's products is mothers or families raising infants and young children aged 0-3. Take this top-selling baby waist stool as an example. It is not only a large-capacity waist bag, but also allows the baby to sit firmly on it and act as a stool when holding the father or mother. It can help parents traveling with infants and young children easily carry a large number of infant and infant supplies while ensuring the comfort and safety of the baby. This waist stool can be purchased separately or combined with the baby harness set in the store and used.

As of November 24, the total sales of this single product were 28,600 pieces, and the total GMV reached US$1.95 million. In TikTok's user rating system where the total score is 5 points, it received an evaluation of 4.7 points, which is an excellent performance. Many mothers posted pictures in product reviews to thank this product for helping them free their hands and share the pressure on their backs.

03 Delivery experts and content

At this stage, Tushbaby mainly promotes products through short videos, including store accounts and invitations from experts, in order to increase the sales and exposure of stores and products. In the past 30 days, 222 short videos were produced, bringing 48.4 million impressions to the store.

The total number of established experts in the store on TikTok has reached 85, with the mid-level experts (number of followers ranging from 100,000 to 1 million) and the tail-end experts (number of followers)

Judging from the portraits of the influencers, most of the influencers are young and middle-aged mothers, mainly focusing on babies and pregnant women, followed by home-related bloggers, such as: kitchen utensils, home decoration, kitchen utensils, etc.

In addition to inviting experts to bring goods, Tushbaby also puts time and energy into the operation of the store's own account, which helps the store reach users and potential buyers more directly.

According to EchoTik statistics, the store account @tushbabyshop has gained rapid fan growth and traffic on TikTok since it started operating the account in July this year. As of November 23, the account has more than 330,000 fans, a total of nearly 22 million likes, an ER interaction rate of 15.89%, and a like-to-fan ratio of 65.8, indicating that the account's content deeply attracts its precise fans.

In terms of short video presentation and content, most of the videos are in the form of conventional oral broadcasts, focusing on the experts or buyers’ feelings about using Tushbaby’s baby waist stool or sling products. The mother described how comfortable she felt using this product when taking her baby out, and regretted why she had not discovered it earlier.

Brand founder Tammy Rant is very good at creative marketing. The video most viewed by Xiaodian accounts occurred at Disneyland. Tammy saw a mother hunched over, struggling to hold her child up with both hands as she walked through the park. She immediately stepped forward and took out the brand's star product for the mother to try. After using this waist stool, my mother had a relaxed smile on her face and commented that "it feels very comfortable." At the end of the video, the brand founder gave the waist stool to the mother.

This 1-minute video has received 31 million views and 4.3 million likes on TikTok. In the comment area, you can also see many netizens praising the brand for its good deeds. One netizen suggested, "I hope your next marketing campaign will be to release a joint model with Disney." Another customer expressed her gratitude to Tushbaby in the comment area: "I really use this product every day, you are mine." Savior!".

With extensive traffic and a precise potential customer pool, it becomes easier for the brand to convert sales with the support of promotional activities. The account’s highest-selling video recently came from promotion notifications. Founder Tammy informed everyone that now is the best time to buy Tushbaby at a low price on TikTok, and explained the reasons. Many mothers bought it one after another and excitedly showed off their "wool" bargain hunting in the comment area.

According to the brand’s official website, Tushbaby’s founding team consists of three women – Sara and Tommy are the founders of the brand, and Riley is the creative director. They have one thing in common – they are both mothers and female entrepreneurs. Because they are both women and mothers, they can better understand the hardship and difficulty of raising a newborn, and they can more easily resonate with customers. Based on their own life experience, they invented the waist stool, a niche product. With innovative thinking and content marketing capabilities, small brands can quickly accumulate loyal customers in the maternal and infant market.

Opportunities for the maternal and infant market in TikTok

The global baby products market size will be US$214.13 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 5.7% from 2022 to 2030.

One of the major factors driving the market expansion is that consumer preferences are shifting towards high-quality, practical and premium baby products. Additionally, significant increase in awareness among parents regarding infant health and hygiene is also driving the market. According to statistics, the products parents most often try in stores include car seats (24%), strollers (21%), baby bottles (14%), travel equipment (13%), and clothing and diapers (12% each).

In addition, young mothers pay more attention to the feeling of "pleasing themselves" when taking care of their children, and they are looking for products that can reduce the stress of childcare or provide postpartum care. Such as: smart parenting products (up 26%), baby health trackers (up 40%), wound recovery products (up 44%), breast pumps (up 25%), etc.

On TikTok, more and more young parents are recording their children's growth and sharing their cute and interesting moments in the community. The exposure of related tags has reached hundreds of millions to billions, such as #baby, #babylove and #cute, etc., which has driven the hot sales of maternal and infant products on TikTok.

Young mothers also like to communicate and share their parenting experiences on TikTok. Under the hashtag communities such as #mom, #momhack and #momlife, you can see many mothers sharing the "history of blood and tears" and happy moments of raising their children. These videos have brought very good traffic and interaction to the creators.

Brands or sellers of maternal and infant products who want to build brand awareness or complete sales conversions can refer to the operating methods of Tushbaby’s founding team to find their own niche products, and make full use of TikTok’s community advantages to open up new markets of their own. market.