By relying on the "buy one get one free" policy, we managed to achieve daily sales of over 20000 units. This small shop in the Philippines is quite familiar

Has the trend of domestic fashion e-commerce blown into the Philippines?

Recently, when Tuke was observing the TikTok Shop rankings in the Philippines, a dark horse was discovered—KILY.PHONLINE, a small shop specializing in women's clothing, managed to reach the top of the list on January 15th with a daily growth rate of 214% and sales of $51,200!

Being number one on the list is not something just anyone can achieve. Upon closer inspection, it turns out their success relies entirely on the "Buy 1 Get 1 Free" strategy. Isn't this the same "cheap and great value" approach that domestic e-commerce used in its early days?

However, KILY.PHONLINE is not just making it by offering low prices. There are plenty of tricks behind its rise to the top. Don't worry, Tuke will now dig into how this "number one shop" managed to outcompete its rivals!

TikTok Shop Daily Rankings (Philippines) Image source: Didagou

1. Product Strategy: Maximizing Value for Money, Precisely Covering User Needs

The core strategy of the KILY.PHONLINE shop can be summed up in one word: Save!

Their signature promotional method is simple and direct: "Buy 1 Take 1" (Buy One Get One Free). For example, their best-selling asymmetrical long-sleeve top is priced at only $2.6, selling 37,200 pieces in 30 days, with sales of $97,700, which is about 716,000 RMB.

KILY.PHONLINE Shop Product Information Image source: Echotik

User feedback also shows that this "cheap and cost-effective" product strategy leaves almost no hesitation over price, directly prompting purchase decisions.

KILY.PHONLINE Shop Product Reviews Image source: Didagou

Of course, the product range at KILY.PHONLINE is not limited to regular women's clothing, but also includes plus-size apparel, sets, and clothing for specific occasions.

This diversified layout not only expands the target consumer group, but also further increases sales coverage by meeting specific market needs (such as those of plus-size users).

2. Influencer Collaboration: Traffic Boost

If products are the foundation, then influencer collaboration is the booster that helps this shop "take off."

On content-driven platforms like TikTok, influencer marketing is almost an essential part of every shop. KILY.PHONLINE is no exception. Data shows that in the past 30 days, the shop achieved $5.18 million (about 37.67 million RMB) in sales through influencer marketing, accounting for 32.42% of its total GMV.

KILY.PHONLINE Shop Sales Proportion Image source: Echotik

Achieving such results is not something that can be done by casually finding a few people to promote. By analyzing their associated influencer list, Tuke found that KILY.PHONLINE's influencer collaboration strategy can be described as "casting a wide net to catch more fish."

They collaborate with multiple TikTok influencers, whose follower counts range from tens of thousands to millions, covering user groups of different ages, interests, and consumption habits.

The advantage of this strategy is that the shop can reach a broad user base while also establishing deep influence in specific niches.

KILY.PHONLINE Shop Influencer List Image source: Echotik

In addition, most influencer videos use a lifestyle approach, allowing consumers to intuitively feel the texture and actual effect of the products, making it easier to trigger impulse purchases.

Take influencer @iamapriil, who has 23,400 followers on TikTok, for example. One of her outfit videos reached 15.5 million views, directly contributing $67,650 (about 4.92 million RMB) in sales for the shop.

In the video, she naturally and casually demonstrates how the clothing fits into everyday scenarios, making viewers feel like "not buying would be a loss." Such content doesn't feel forced and quickly "plants the seed" for consumers to want the product.

Influencer @iamapriil Product Promotion Video Image source: TikTok

3. Paid Advertising: Making Good Content Seen by More People

Although influencer collaborations bring significant traffic, KILY.PHONLINE does not just "sit back" and rely on organic traffic. Instead, it amplifies influencer impact through paid advertising, using TikTok's ad system to precisely target its core consumer groups.

For example, the influencer @iamapriil mentioned earlier also benefited from paid traffic behind her video.

The shop uses TikTok's ad system to precisely deliver content to its core consumer group, promoting the "Buy 1 Get 1 Free" offer to more potential buyers.

KILY.PHONLINE Shop Advertising Situation Image source: Echotik

Summary: Meeting Needs Is the Key to Success

Ultimately, KILY.PHONLINE was able to climb to the top of the TikTok rankings in the Philippines by firmly capturing the hearts of consumers—offering low prices, convenience, and a touch of "good content and authentic interaction" that easily wins them over.

In fact, isn't this the essence of e-commerce? Whether domestic or overseas, whoever understands consumers better will go further.