Live commerce is sweeping the globe, with the potential to generate tens of thousands of dollars in just a few hours, attracting countless entrepreneurs and celebrities to join in.
Amidst this wave,the candle and skincare brand Emporal Cois undoubtedly one of the more successful cases. Founded by Singaporean sisters Grace and Lena, the brand leveraged the momentum of TikTok in Southeast Asia and Singapore to rise rapidly in a short period, becoming a leader in the industry.
According to Echotik data, Emporal Co's official TikTok account currently hasover 100,000 followers, with more than 4.3 million video likes.
Their live commerce strategy has also been highly successful,with sales exceeding 22,000 items and a total GMV of 564,000 Singapore dollars (over 3 million RMB) in just over a year.
From starting from scratch to achieving today's results in just over a year, Emporal Co perfectly exemplifies how a self-created brand can rapidly rise by combining environmental factors.
Of course, TikTok as a social media platform played a significant role, helping the brand accumulate a large number of fans and loyal users in the early stages.
But the environmental factors of the Singapore market, which provide fertile ground for live commerce, cannot be ignored.
Singapore is one of the wealthiest countries in the world, with high internet penetration and strong purchasing power, making it the perfect breeding ground for live commerce.
According to relevant data,in 2023, Singapore's social e-commerce GMV is expected to reach $1.2 billion, and by 2029, this figure will soar to $8.47 billion.This growth trend provides unprecedented opportunities for brands seeking to establish themselves in the international market.
In March this year, TikTok officially launched the TikTok Shop Mall brand mall in Singapore, expanding TikTok Shop's influence in the Singapore market.
So overall, it's no surprise that this self-created brand Emporal Co has achieved success through live commerce.
Of course, the sisters' ability to lead Emporal Co ahead of other brands and achieve success first is also due to their unique strengths.
In their live commerce sessions, Grace and Lenanot only showcase products, but also focus on building deep connections with their audience. In every live session, the sisters personally present, detailing product features and usage experiences, interacting with viewers in real time and answering their questions. This personalized and down-to-earth interaction has led to rapid fan growth and greatly increased brand user stickiness.
Additionally, Emporal Co'sstrict control over product qualityhas also earned them a good reputation. Before launching new products, the sisters personally test them for several months to ensure quality before putting them on sale. This commitment to quality makes Emporal Co even more trustworthy.
As the brand continues to grow, Emporal Co. is not content with its current achievements. They are exploring expansion into more categories and more refined market operation strategies, striving to further expand their market share in the coming years and become a benchmark brand in the live commerce field in Singapore and even Southeast Asia.
Like Emporal Co,another Singaporean self-created brand that has succeeded in selling products through TikTok live commerce is Benew. Founded by 26-year-old Aqilah Adnan, it mainly sells body scrubs, lip scrubs, and scented moisturizers.
During her live streams, Aqilah Adnan explains the advantages of various scrubs in detail and describes their scents as vividly as possible, since users cannot smell the products through the screen. Many users say that watching Aqilah pack orders is very soothing, and they can even see their own orders being packed, relaxing while shopping.
And isn't this kind of live streaming a way to bring customers closer?
As live commerce develops in overseas markets, domestic companies are ushering in an excellent opportunity to go global. The success of Emporal Co and Benew shows that through the live commerce model, brands can quickly gain a foothold in the international market.
For domestic companies, high-consumption markets like Singapore are an ideal starting point. By leveraging platforms such as TikTok, companies can interact directly with global consumers and open up new growth opportunities.
Now is the perfect time for domestic brands to go global through live commerce. By learning from these successful cases, more Chinese brands are expected to shine in the international market and achieve global expansion.
Short answer for decision makers
This TikTok business signal should be used as a planning prompt, not a standalone trend. The practical question is whether your brand has the market readiness, creator supply, Shop conversion path, paid-media structure, and reporting cadence to act on it now.
Key facts
- Market signal: TikTok marketing tips - short video marketing methods
- Published: August 16, 2024
- Source transparency: the original source linked in this article
Tuke recommendation
Choose one market, one product group, one creator cohort, and one KPI for the next operating cycle. Then align creative testing, TikTok Shop optimization, live commerce readiness, and weekly reporting around that single decision.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.