I. Overview of Market Performance: A Decline in Numbers and a Complex Market Landscape

According to data from Gloda, the mobile and digital device market on TikTok in February 2025 showed a noticeable downward trend. Sales amounted to $35.93 million, a 20.42% decrease compared to the previous month. Meanwhile, sales volume dropped by 24.25%, reaching 1.88 million units. These figures indicate that the market has experienced significant short-term fluctuations, posing challenges to industry growth. However, markets are never linear in their development, and this decline is underpinned by a multitude of complex factors that require in-depth exploration and analysis to fully understand the current market situation.

I. Sharp Decline in Live Streaming Influencers: A Weakening of the Core Driving Force

(1) Significant Drop in Live Streaming Influencers and Reduced Market Activity

Gloda's data reveals that the number of live streaming influencers decreased by 28.68% month-on-month, which has become the most significant factor affecting market performance. Live streaming is a crucial sales channel on TikTok, and the influence and activity of influencers directly impact product exposure and sales conversion rates. The sharp decline in the number of influencers means that the market has lost a vital promotional force. Many potential consumers are no longer able to access product information through live streaming channels, leading to a drop in overall sales.

(2) Analysis of the Underlying Reasons: The Dual Impact of Competition and Market Environment

The reduction in live streaming influencers is not accidental but the result of multiple factors working together. On one hand, as competition in the TikTok live streaming market intensifies, some influencers may choose to exit the field due to unstable earnings and high competitive pressure, seeking more stable or promising platforms or industries. On the other hand, changes in the market environment may also lead to a decline in influencers' expectations and confidence in live streaming sales, affecting their career decisions. For example, fluctuations in consumer demand, adjustments in platform policies, and an overall slowdown in industry growth can all cause influencers to worry about the future prospects of live streaming sales, prompting them to leave.

(3) Strategies for Revitalizing the Influencer Ecosystem and Boosting Market Vitality

In response to the decline in live streaming influencers, industry participants need to take proactive and effective measures to rebuild and optimize the influencer ecosystem to invigorate the market. Brands and merchants can increase support for high-quality influencers by offering more favorable cooperation terms and resources, such as higher commission rates and more traffic promotion opportunities, to attract influential influencers to return or join the live streaming sales ranks. At the same time, platforms need to optimize the live streaming environment and rules to create a fairer and more friendly creation and business atmosphere for influencers. For example, enhancing the transparency of content review and simplifying cooperation processes can improve influencers' experiences and motivation.

III. Declining Market Demand: Shifts in Consumer Behavior and Challenges

(1) Dual Decline in Sales and Volume: Signs of Weak Demand

The decline in both sales and volume, consistent with the 24.25% drop in sales volume, indicates a weak overall market demand. Consumers' willingness and ability to purchase mobile and digital devices seem to have decreased, posing a direct challenge to industry growth. The decline in market demand not only affects brands' short-term performance but may also trigger a chain reaction that impacts the stability and development of the entire industry chain.

(2) Changing Consumer Behavior: Rational Consumption and Diversified Choices

A deeper analysis of consumer behavior reveals that consumers are becoming more rational when purchasing mobile and digital devices. They no longer blindly pursue high-end brands and expensive products but focus more on the cost-effectiveness, practicality, and personalized features of products. Moreover, consumers' purchasing channels have become more diversified. In addition to TikTok, they also refer to information and experiences from other e-commerce platforms and offline stores, weighing multiple factors before making a purchase decision. This shift in behavior increases the marketing challenges for brands and merchants on TikTok, who need to more accurately grasp consumer needs and provide more targeted and attractive products and services.

(3) Strategies to Stimulate Consumption: Innovation and Value Enhancement

To revive market demand and drive growth, industry participants need to focus on innovation and value enhancement. In terms of innovation, brands should increase R&D investment to introduce more innovative and differentiated products to meet consumers' desires for novelty and personalization. For example, developing smartphones with unique features or new devices that integrate multiple digital functions can be effective. In terms of value enhancement, merchants can optimize product packaging, provide high-quality after-sales services, and conduct limited-time discount promotions to increase product value and appeal. By offering consumers more benefits and assurances, their purchasing desire can be stimulated.

IV. Challenges and Opportunities in the Market Adjustment Period: Optimizing Layout for the Future

(1) Declining Sales and Market Consolidation

The decline in the number of active products (down by 11.38%) and active stores (down by 9.04%) indicates that the market is in a phase of consolidation and selection. Products and stores with insufficient competitiveness are gradually being phased out, while brands and merchants with advantages have the opportunity to stand out and expand their market share during this adjustment period. Although this consolidation trend may lead to a temporary decline in market activity, it is beneficial in the long run for optimizing market structure and enhancing the overall quality and competitiveness of the industry.

(2) Balancing Challenges and Opportunities: Adapting to Trends

In the market adjustment period, brands and merchants face both challenges and opportunities. The challenge lies in maintaining their unique strengths and avoiding elimination in fierce competition. The opportunity lies in optimizing product layouts and improving operational efficiency to capture a larger market share. For example, brands can focus resources on developing core product lines to enhance product quality and brand image. Merchants can strengthen cooperation with high-quality suppliers to reduce procurement costs and increase product profit margins. Staying attuned to market trends and adjusting marketing strategies and product directions in a timely manner is also key to seizing opportunities during this period.

(3) Future Outlook: Innovation-Driven and Diversified Development

Looking ahead, the mobile and digital device industry on TikTok is expected to feature innovation-driven and diversified development. With continuous technological advancements and evolving consumer needs, brands and merchants must maintain a keen market insight, actively invest in R&D and innovation, and introduce products and services that align with future trends. At the same time, expanding diversified marketing channels and cooperation models, such as cross-industry collaborations and integrated online-offline marketing activities, will be essential to adapt to market changes and consumer demands, achieving sustainable development.

Conclusion

The mobile and digital device market on TikTok experienced a significant decline in February 2025, primarily due to the sharp reduction in live streaming influencers, weak market demand, and market adjustments. However, this decline is not irreversible. Industry participants have the potential to regain growth momentum and vitality in the future market by rebuilding the influencer ecosystem, stimulating consumer demand, and optimizing market layouts. It is important to recognize that market development is full of uncertainties, and only through continuous innovation and adaptability can one remain competitive. The mobile and digital device industry on TikTok still holds vast potential for future growth, and we look forward to witnessing its exciting developments in the coming years.

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