How can a Chinese furniture brand conquer TikTok in the US and become the top selling brand?

At the end of 2023, a remarkable phenomenon appeared on TikTok Shop US—a Tuke furniture brand that was initially little known suddenly surged to the top of the furniture category sales rankings in a short period of time.

What made this furniture brand called Sweetcrispy (TikTok Shop: SweetFurniture) stand out among many competitors and become a star brand on TikTok?

New Opportunities Brought by Global Economic Recovery

As the global economy gradually recovers, people’s pursuit of a high-quality life is increasing, especially in the furniture market. According to a report by Statista, in August 2023, new residential furniture orders in the US increased by 29% year-on-year. Despite facing a 17% decline in shipments, this still reflects strong market demand. What’s more noteworthy is that the main consumers of the future—Generation Z and their parents—have already planned to purchase new furniture in 2024.

Against this market backdrop, the demand for furniture on TikTok Shop US is increasing, giving many furniture brands the opportunity to quickly acquire orders and grow rapidly.

Sweet Furniture is a prime example. In the past month, Sweet Furniture sold 41.2k items, with an estimated monthly GMV reaching an astonishing $2.4 million.

Data source: EchoTik

Creating Differentiated Product Strategies

Sweet Furniture’s achievements are inseparable from the differentiated strategy of its founder, Wang Lujian.

Wang Lujian knows well that in a fiercely competitive market, product differentiation is key. Therefore, since the establishment of the Sweetcrispy brand, it has focused on innovation and exploration, aiming to develop advanced technologies and products to improve people’s work and lifestyle, and alleviate long-term physical health issues faced in the workplace.

It is precisely this design philosophy, along with high cost performance, full furniture scene coverage, and stylish design, that enabled Sweet Furniture to quickly establish a brand image in the minds of consumers. They created a blockbuster storage cabinet, selling over 70,000 units in just 90 days, with a GMV of $10.43 million.

However, excellent products alone are not enough to guarantee success; the importance of marketing is self-evident. Sweet Furniture fully leveraged the influence of social media platforms like TikTok, promoting the brand through official accounts + influencer marketing. For example, the @Sweetcrispfurniture official account showcases furniture usage and scenarios, provides detailed product guides, and collaborates with over 7000+ influencers to promote products. Especially by working with mid-tier influencers, they effectively increased brand exposure and consumer purchase intent.

Moreover, the brand does not limit itself to collaborating with furniture KOLs, but seeks influencers from different fields that match the brand’s application scenarios. For example, collaborating with lifestyle influencer @zzzuull to showcase the perfect integration of indoor living scenes and furniture products. By naturally integrating the products, they demonstrate actual usage effects and resonate with viewers.

In addition to short video promotion, Sweet Furniture actively conducts live-streaming sales to enhance interaction with consumers, intuitively display product advantages, and effectively improve sales conversion rates. In the past two months, they have collaborated with 316 influencers, launched over 1000 live streams, directly resulting in an increase of over 30,000 sales.

Data source: EchoTik

Of course, faced with a surge in orders, ensuring a stable supply chain and sufficient inventory became the next challenge for Sweet Furniture. Fortunately, they anticipated this in advance and took corresponding measures to ensure support for the order growth process.

Overall, Sweet Furniture’s success is attributed to four factors: top-notch product selection strategy, precise market insight, flexible Tuke marketing strategy, and stable supply chain support.

By collaborating with mid-tier KOLs and investing in paid partnerships, Sweet Furniture not only directly promoted its products, but also built and enhanced its brand image through the authority and influence of KOLs.

In addition, by combining short video and live-streaming marketing strategies, they significantly boosted sales performance in a short period of time and accumulated a large number of loyal fans for the brand. All these provide valuable experience for other brands seeking Tuke.