Monthly sales of 6.6 million US dollars, a month on month increase of 88%, how can a clothing brand achieve a big sale in a TikTok store?

The current clothing track can be said to be "overly competitive" to an outrageous degree, especially the online track, where competition is particularly fierce.

Products must be good, advertisements must be exciting, and content must be attractive. If you fall behind even a little, it's easy to get drowned out among a bunch of homogeneous brands.

But there is one brand that has managed to stand out in this extremely competitive environment, and that brand isComfrt. What they sell are just hoodies and sweatshirts, but on TikTok Shop, they have achieved520,000+ sales and$23.31 million in revenue, which is about170 million RMB.

Many may be curious, how did Comfrt achieve this result? Don't worry, let's follow Tuke and dig into their "secret to success."

Image source: Comfrt official website

TikTok Short Videos Help "Go Viral"

If you've browsed TikTok, you definitely know how addictive short videos are. Just a few seconds of content can make a brand go viral in minutes, and the Comfrt brand we're talking about this time became popular in exactly this way.

Looking through Comfrt's TikTok account @comfrt, you can see they've posted a total of 535 videos, and the logic behind these videos is pretty much the same: wearing their clothes is very comfortable and stylish. This makes viewers easily imagine themselves in the same situation, thinking that wearing them might have the same effect, thus prompting them to place an order.

Videos posted by TikTok account @comfrt. Image source: TikTok

And the "virality" of these short videos is directly reflected in the data: currently, the TikTok account @comfrt has 271,700 followers and has10 videos with over 10 million views, andthe total account views have reached 196 million!

TikTok account @comfrt stats. Image source: TikTok

TikTok Shop: Turning Traffic into Sales

Short videos helped Comfrt successfully capture traffic, but converting traffic into sales relies on TikTok Shop. For Comfrt, TikTok Shop can be said to be an important battleground for their sales growth.

Tuke checked third-party data platforms and found that the brand's TikTok store has sold a total of520,900 items, with total sales reaching$23.31 million (about170 million RMB), and monthly sales of$6.6 million (about48.39 million RMB).

It is worth mentioning that99.27% of this sales revenue was achieved through influencer marketing.

Brand TikTok Shop sales data. Image source: echotik

1. Influencer Promotion: Boosting Sales

The data shows that Comfrt's cooperation with TikTok influencers is very close. In the past 30 days alone, they have worked with nearly 2,200 influencers, added 8,000 new related videos, and held a total of 761 live broadcasts.

From the estimated cumulative sales of$5.1 million in the past 30 days, this high-frequency coverage has allowed their products to be widely promoted and achieved good sales.

Image source: echotik

In addition, Tuke found that the brand prefers to choose mid-tier and lower-tier influencers. Among them, the TikTok influencers they work with have video content styles close to daily life, which can naturally attract consumers' attention and convey the product's features. As a result, many of the videos performed well after being posted.

One influencer working with the brand, @jordyn_gunderson (115,900 followers): As of January 2, has posted 284 product promotion videos, held 2 live broadcasts, achieved 389,800 sales, and a GMV of$16.71 million (about122 million RMB).

Another influencer, @megancahalan (51,000 followers): As of January 1, has posted 233 product promotion videos, held 4 live broadcasts, achieved 134,000 sales, and a GMV of$5.46 million (about39.7 million RMB).

These influencers' videos have one thing in common: they don't emphasize "how premium the product is," but rather show "how useful and comfortable it is." This approach not onlylowers the purchase threshold, but also makes viewers feel "buying it won't be a loss".

Brand TikTok store associated influencers. Image source: echotik

2. Advertising: Amplifying Advantages

Of course, relying solely on organic traffic from influencer marketing has its limits. If a brand wants to further increase exposure and gain more traffic, it can't do withoutadvertising support.

Looking at Comfrt's TikTok store product promotion,many high-sales videos have signs of paid promotion behind them. These ads not only help videos reach more target users but also bring higher conversion rates for the brand.

For those running TikTok Shops, it's highly recommended to try advertising, as it's really effective for attracting traffic and customers.

Brand product promotion video advertising. Image source: echotik

3. Live Streaming: Real-Time Interaction Drives Conversion

In addition to influencer cooperation, TikTok live streaming is also an important channel for Comfrt to acquire customers. On January 6 alone, the brand's TikTok store was associated with 83 live broadcasts. In the live streams, hosts try on products, answer viewers' questions, and sometimes offer limited-time discounts to help consumers make decisions faster, which is very helpful for boosting conversions.

Brand live streaming data. Image source: echotik

That's all for Tuke's content sharing this time. After reading, I believe everyone has a better understanding of how a brand should do TikTok and TikTok Shop.

Actually, you can see that doing well on TikTok and its shop isn't that difficult. The core logic is "user-centered": as long as product quality is up to standard, keep producing high-quality content and use TikTok advertising to expand exposure.

So, if you're already interested, you can take action now. Tuke looks forward to hearing your good news!