How To Use TikTok To Promote Low-cost, Low-tech Products

Let’s take a look at a niche brand that has used a very simple but effective strategy on Douyin overseas to win tens of millions of plays, Conzuri.

website:

Of course, the marketing strategy is to serve the overall brand positioning, and the positioning Conzuri chose is an absolute necessity for a certain group of people.

The category we’re talking about today may be familiar to everyone: height-increasing shoes.

In the first episode of the first season of "Sex and the City," a man on the show complained about New York's powerful women: "Every woman in New York has rejected at least ten good men because they were too short, too fat, or too poor. ."

Height is probably a knot and obsession that many men will never get over.

Pain points mean huge business value.

Under the general category of the shoe and apparel market, choose a sub-category to target the needs of a certain group of people in a certain scenario and avoid direct competition with giants. This strategy has allowed many small sellers and small brands to get stuck in the Red Sea. The blue ocean sub-category in the category makes life very comfortable and nourishing.

We have analyzed before, "Vessi waterproof shoes are growing rapidly with the potential of TikTok". It is to discover a certain pain point of a certain group of people and use differentiated positioning to quickly grow into a dark horse in a small blue ocean category. For Canadians who experience long periods of rain and humidity throughout the year, a pair of running shoes and casual shoes that can keep their feet dry and can be worn in daily life and work are simply a good product to provide help in times of need.

There are also various subcategories under shoes and clothing, with huge scale and relatively less saturated competition.

For example, many Chinese sellers have received results for the safety shoes category. This product category has accumulated 260 million views on TikTok alone.

Another example is "barefoot" shoes that help people get closer to nature. The characteristic of these shoes is the "barefoot" sole that creates a barefoot experience, allowing consumers' feet to enjoy the original walking feeling. This product tag has also accumulated 110 million views on TikTok.

The height-increasing shoes chosen by Conzuri are positioned as good news for short men. This subcategory also has huge demand.

Men's yearning for a great figure is determined by the natural laws of human society. This is an instinct that has been ingrained in human genes since the beginning of primitive society. The instinct of human beings to survive and reproduce to preserve genes determines that we subconsciously make choices that are more conducive to survival and reproduction. Just as men prefer women with large buttocks and fat breasts who appear to have better reproductive capabilities; women also instinctively prefer physically strong men who look like they can protect themselves and their offspring, are better at catching prey, and provide food for the family.

As a low-cost, low-tech, height-increasing product with immediate results, height-increasing shoes do not have high industry barriers. So, how did Conzuri use TikTok to open up the market?

Conzuri’s content strategy is very simple, and the cost of content production is not high, which is what I mentioned in my previous article “Can’t Bear to Look!” A very efficient strategy mentioned in the article "How a very dirty product took off with TikTok": street interviews.

Find random visitors on the street, ask height-related questions, and give them a pair of Conzuri height-increasing shoes. After trying it, the interviewees can measure their height and take photos to record their joy.

The seemingly simple and rough video content has brought this brand multiple million-level hit videos.

We operation practitioners all know that the most painful part of short video content creation is creativity. The biggest advantage of the content form of street interviews is unlimited reproduction. As long as we determine the template of the interview topic and use the fixed topic template to find different interesting interviewees on the street, we can use limited topics to produce unlimited content.

Creativity can be fixed, but if you meet a variety of interviewees, the content can present unlimited possibilities.

The structure of video content also determines that the performance data of this type of video is very beautiful. If a question is randomly asked to a passerby on the street, will the audience be interested and stay to see the interviewee's reaction?

Ask the respondent whether he is satisfied with his height and whether he wants to become taller, and then give the respondent a product so that the audience can see the before and after comparison after using the product. Is the realism and pyrotechnics reflected in real street scenes and seamlessly embedded product advertisements more convincing than the hard advertising of "the queen sells melons and boasts of herself"?

The reasons behind Conzuri’s success are not complicated either. Choose a track with relatively insufficient competition, but still has a certain scale of subdivisions, and use proven ideas to continuously copy and amplify it on TK.

Who says overseas Douyin has no chance!