Domestic brands quietly make a fortune on TikTok, with annual sales exceeding 100 million!

In the global retail sector, the insulated tumbler market has always been a blue ocean full of both fierce competition and hidden opportunities.

According to data from iResearch, 65% of the world’s stainless steel insulated tumblers are produced in China. From 2017 to 2021,China’s export value of stainless steel insulated containers grew from $432 million to $1.108 billion, with a compound annual growth rate of 20.7%.

Image source: iResearch

Against such intense competition, breaking through the “heavy encirclement” and becoming a leading brand in the overseas insulated tumbler market is no easy feat.

However, there is a brand from Shenzhen that has achieved this. It quietly rose to prominence through TikTok, and in 2023, its sales exceeded the remarkable threshold of 100 million yuan!

This brand isMeoky.

Meoky, under Shenzhen TouDan Technology Co., Ltd., is an integrated industry and trade enterprise focusing on kitchenware. In 2018, they decided to launch the insulated tumbler project, but faced fierce competition and limited premium space in the domestic market.

However, they did not choose to remain stagnant. On the contrary, they set their sights on overseas markets.

In 2022, the Meoky brand was officially established, choosing TikTok Shop as its main battleground for going global.

In 2023, Meoky’s annual sales on TikTok Shop exceeded 100 million yuan, especially during Black Friday promotions, with monthly sales surpassing 150,000 orders,claiming the top spot in GMV for kitchenware on TikTok Shop US.

Even more astonishing, during this year’s US summer promotion, Meoky achieved the feat of selling 30,000 orders in a single day, instantly becoming a dark horse in the industry.

Although Meoky has only been on TikTok Shop for just over a year, its outstanding achievements are the best testament to the brand’s long-term, carefully crafted product strategy.

For Meoky, entering TikTok was not just a simple market expansion, but a complete reshaping of its brand image.

In this era of self-media, Meoky did not simply focus on sales, but instead, through close cooperation withover 40,000 influencers, allowed these influential individuals tobecome the brand’s most authentic voice.

Of course, the genuine display and promotion by these influencers on the platform did not disappoint Meoky, quickly attracting the attention of a large number of potential consumers.

Especially during the 2023 Spring Festival, a consumer spontaneously sold Meoky products on TikTok, and this small event caused a huge sensation on TikTok. Not only did it drive a significant increase in sales, but more importantly, it allowed more people to witness the unique charm of Meoky insulated tumblers.

Influencer livestream selling. Image source: TikTok Shop cross-border e-commerce

With its success on TikTok, Meoky further expanded its strategy to independent sites. These sites are not only where the brand story is told, but also the core of its e-commerce strategy.

The independent site attracts consumers with exquisite page design and a rich product line, providing a unique shopping experience that helps Meoky further consolidate its market position.

Moreover, by offering a streamlined shopping process and excellent customer service, Meoky’s independent site enhances user experience, encourages repeat purchases, and plays a crucial role in the brand’s long-term growth.

Meoky’s independent site homepage

On the well-known overseas e-commerce platform Amazon, Meoky has also demonstrated the ingenuity of its strategic operations.

Through store beautification, actively leveraging customer reviews to build brand credibility, and optimizing logistics services, Meoky has not only improved the shopping experience for consumers but also enhanced the brand’s market competitiveness.

Especially in customer service, Meoky has won unanimous praise from consumers through quick responses and efficient problem-solving, all of which play an important role in boosting brand loyalty and market share.

Meoky’s Amazon homepage

Additionally, Meoky as a brand has a very special point: it understands thatinnovation goes beyond insulation.

Thus, it has taken a unique path in functional design. 24-hour insulation, strong sealing design, and consideration for multiple usage scenarios are no accident. Every innovation is a deep understanding of the market and a precise grasp of user needs.

The diversification of the product line, such as co-branded models, holiday limited editions, and customized models, further leverages consumers’ emotional attributes for marketing, successfully shaping the brand’s unique market positioning.

Meoky’s story is a microcosm of Chinese brands gradually emerging in global market competition.

The transformation from “Made in China” to “Created in China” requires not only product innovation and quality persistence, but also finding one’s own voice in an era of information explosion.