This report analyzes the performance of the home appliance industry on TikTok U.S. in March 2025, with a particular focus on the shift towards high-ticket products, intensified market competition, and changes in livestream marketing effectiveness. It aims to provide market insights and strategic recommendations for businesses.

I. Market Overview

1. The Market is Gradually Shifting Towards High-Ticket Products, with Consumers Focusing on Quality and Premium Brands

As sales revenue growth surpasses sales volume growth, it can be inferred that consumers are increasingly inclined toward purchasing high-end, high-value home appliances. This shift may be attributed to greater consumer emphasis on product quality, brand reputation, and added value. The trend towards premiumization is encouraging manufacturers and retailers to invest more in high-end products to meet the rising demand. This not only improves per-unit profitability but also helps attract more high-end consumers, thereby strengthening overall brand influence. To adapt to this trend, businesses must enhance product quality and brand positioning while leveraging innovation and unique product designs to capture target consumers.

2. Intensified Market Competition Poses Challenges for Small Sellers, Leading to a Decline in Active Stores

The decline in active stores and products may be primarily due to intensified market competition, which has led consumers to concentrate their purchases on high-quality products and well-established brands. As a result, small sellers are struggling to maintain their presence in the market. In this environment, existing sellers are optimizing inventory and product quality to maintain their competitive edge. This trend of seller and product concentration may drive further industry consolidation, creating greater opportunities for mature sellers. To adapt to these market changes, the industry needs to foster innovation, enhance product quality, and closely monitor evolving consumer demands to help smaller sellers improve their competitiveness.

3. Decline in Livestream Viewership Weakens Marketing Impact, Resulting in Minimal Market Share Changes

A significant decline in livestream viewership may have weakened the marketing effectiveness of the home appliance industry, leading to only a slight drop in market share. This phenomenon may be due to reduced consumer engagement and the growing appeal of livestreaming in competing industries. As livestreams and video content serve as crucial marketing tools, a decrease in audience reach could indicate insufficient content appeal or shifting consumer interests. The industry needs to adjust its marketing strategies to recapture consumer attention, enhance content quality, and boost interactivity. Additionally, integrating other innovative marketing techniques can help strengthen the home appliance sector’s overall market competitiveness.

II. Strategic Recommendations

1. Strengthen High-End Product Development and Promotion

Given the strong demand for mid-range price products, businesses should continue developing and promoting products in this price range to meet market needs and sustain sales growth.

2. Optimize Product Structure and Enhance Brand Influence

As market competition intensifies, businesses need to refine their product structures, improve product quality, and adjust marketing strategies to enhance market appeal.

3. Innovate Promotional Strategies and Enhance Consumer Engagement

Businesses should explore new promotional channels or optimize existing ones, improving content engagement and interactivity to rekindle consumer interest and participation.

III. Conclusion

This report highlights the challenges of premiumization, intensified market competition, and marketing strategy adjustments in the U.S. home appliance industry on TikTok. As consumer preference for mid-range price products grows, businesses need to reassess their pricing and marketing strategies. At the same time, with the decline in average transaction prices, businesses must identify new growth opportunities and differentiation strategies to maintain competitiveness and market share. By closely monitoring market trends and continuously optimizing product offerings, brand influence, and promotional tactics, businesses can achieve sustained success on TikTok.

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