Attention cross-border users: The gameplay of TikTok Shop's cross-border POP has completely changed!

In 2025, TikTok Shop's cross-border US market is experiencing strong growth momentum: Mid-year sales promotionGMV increased 1.6 times year-on-year, and sales records were broken during Black Friday promotions, doubling directly compared to the mid-year event.

More importantly, a group of cross-border brands are finding a new home here. They are no longer just"selling goods", but are building deep emotional connections and cognitive resonance with overseas consumers through a comprehensive effort in good products, good content, good marketing, and good service, allowing the world to rediscover Chinese brands.

Through the many benchmark cases that have emerged this year, a profound industry consensus has already surfaced,that is,the gameplay of TikTok Shop cross-border POP has completely changed!

The era of wild growth, relying solely on traffic operations and low-price strategies, is coming to an end, and a brand new dimension of competition has begun. Growth is no longer just a contest of operational skills, but has evolved into a comprehensive competition of product strength, content creativity, integrated marketing power, and localized service capability.

Image source:Google

Winning rules for the new battlefield:The "Four Goods" in one, none can be missing

In the past, cross-border sellers often focused on store operations, advertising, and traffic acquisition. However, onTuke, a platform driven by content and emphasizing real interaction and community culture, simple operations have already reached their ceiling.

Successful brands have proven to us that only by viewing product, content, marketing, and service as an inseparable whole and building them systematically can one truly break through cultural barriers and win the long-term favor of overseas users.

Takepet brandPetPivotas an example. Its best-selling automatic cat litter box achievedGMV exceeding 200 million yuanin just seven months, an amazing achievement that is by no means accidental.

Image source:Tuke cross-border e-commerce

Its success is first rooted in precise product innovation, not only focusing on cat-friendly functions to the extreme, but also understanding the aesthetics of young pet owners, launching a unique pink limited edition, and turning practical items into big items with emotional value.

On the content level, the brand is well-versed inTuke's communication language, co-creating fun content with local influencers, such as personifying the product as a "dream girlfriend" and vividly conveying selling points in entertaining scenarios. In marketing, top influencers in the vertical are invited to live broadcasts for in-depth demonstrations, turning trust into purchases. This whole set of combined strategies has built an unreplicable competitive barrier.

Image source:Tuke

Ifthe PetPivot brand represents touching niche circles with products and content, then Delzzad Jewelry and Unice demonstrate how to break through in more challenging categories by building unique brand value propositions.

First, let's talk aboutjewelry brandDelzzad Jewelry. This brand takes"affordable luxury and equality" as its core concept, combining top moissanite craftsmanship with the classic meaning of the four-leaf clover, creating jewelry with both a sense of design and a sense of daily ritual. Currently,the store's cumulativeGMV has exceeded 6 million US dollars, rising to the TOP3 in the category ranking.

Image source:Tuke cross-border e-commerce

Its cleverness lies in its content strategy, using extremely clear light-sensing videos to show the real wearing effect, allowing users in front of the screen to intuitively feel the light. The self-made content maintains a unified style throughout the chain, strongly establishing the brand's visual identity.

Image source:Tuke

In the wig field,the Unice brandhas also followed this logic in its explosive growth. Its best-selling products, such as lightweight air bangs, precisely meet overseas users' dual needs for high appearance and zero burden—this is the victory of the product.

In terms of content and marketing, the brand has abandoned rigid promotion, instead cooperating with a large number of hair influencers and vertical bloggers for authentic reviews, naturally seeding the product in everyday scenarios and building deep trust.

At the same time, using intelligent advertising tools as an exposure engine, combined with off-platform themed event marketing, creates a three-dimensional reach,ultimately achieving120% explosive growth during this year's Black Friday promotion, with the explosive product promotion GMV explosion coefficient exceeding 800%.

Image source:Tuke cross-border e-commerce

Sellers' coping strategies

This fundamental change in gameplay presents unprecedented challenges and opportunities for cross-border sellers.

The following coping strategies can be referenced by cross-border sellers:

First, sellers need to deepen user insights: They must shift from"selling whatever is available" to conducting in-depth consumer insights in target markets, developing products that truly solve pain points and have innovative design or emotional value. Establish a mechanism for rapid product testing and iteration.

Second, content is fundamental: Abandon the simple and crude transfer of advertising materials. Build or cooperate with localized content teams, deeply cultivateTuke community culture, create authentic, interesting, and resonant native content, and establish long-term co-creation relationships with influencers.

Finally, integrate omni-channel momentum: ViewTuke as one of the main battlegrounds for brand building, not just the only sales channel. Make good use of various marketing tools within the platform (such as GMV Max) to amplify the voice, and cleverly combine social media, PR events, offline pop-ups, etc., to create integrated marketing campaigns and enhance brand momentum.

Image source:Google

Conclusion

The rapid progress of Tuke in the US market reveals a clear picture of Chinese cross-border e-commerce entering a new stage:

Going global is no longer just about exporting supply chain capabilities, but a comprehensive competition of product innovation, cultural understanding, brand storytelling, and long-termism.

Pioneer brands such as PetPivot, Delzzad Jewelry, and Unice have already pointed out the direction of development—only by abandoning short-term thinking, settling down, polishing good products, telling good brand stories, and doing a good job in localized communication and service, can one truly take root and grow in overseas markets.

The future cross-border main arena belongs to those "all-rounders" who can win people's hearts. This deep battle represented by Tuke has only just begun.