Introduction

The Sports & Outdoor market has been witnessing significant growth in the global consumer landscape. With the increasing focus on health and fitness, along with the love for outdoor activities, this category has become a hot spot for consumers. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, enabling brands and merchants to showcase their Sports & Outdoor products in an engaging and interactive way, thereby tapping into the growing market demand.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Sports & Outdoor market in the US has been expanding steadily. The market size has been on an upward trend, driven by factors such as the rising awareness of fitness, the popularity of outdoor sports like hiking, running, and cycling, and the increasing disposable income of consumers. Consumer demand has also been evolving, with a greater emphasis on high-quality, innovative, and stylish sports and outdoor gear. For instance, there is a growing preference for advanced fitness equipment and trendy sportswear.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the Sports & Outdoor category exhibited interesting sales performance. The GMV Gross Merchandise Volume for this category was $75.55 million, with a month-on-month growth rate GMV qoq of 11.5%. The sold count reached 2.636 million, showing a growth rate of 6.21%. Several products stood out in terms of sales.

For example, the "Halara SoCinched High Waisted Tummy Control Side Pocket Shaping Training UltraSculpt Leggings" had a sold count of 69,200 and a GMV of $2.0553 million. Another popular product was the "Boxing Reflex Ball for Boyfriend Gifts, Improve Reaction Speed and Hand Eye Coordination Training Boxing Equipment for Home, Men Gifts Boxing Gear, Valentine's Day Gift" with 40,200 units sold and a GMV of $207,900. The popularity of these products can be attributed to factors such as their functionality, quality, and the effective marketing on TikTok. The engaging video content by bloggers and influencers has played a crucial role in driving sales, as it showcases the products in action and appeals to the target audience.

Brand Case Analysis of the Specific Category

Several brands performed exceptionally well in the Sports & Outdoor market on TikTok US in December.

Halara, for instance, had a GMV of $7.3701 million with a GMV qoq of 19.35% and a sold count of 206,700. Their product range, especially the leggings and other sportswear, has been highly popular among TikTok users. The brand's success can be attributed to its focus on quality, trendy designs, and effective marketing strategies on the platform. They have likely collaborated with popular video bloggers to showcase their products, reaching a wider audience.

Merach fitness also had a significant presence with a GMV of $4.807 million and a GMV qoq of 39.12%. Their fitness equipment, such as vibration plate exercise machines and adjustable ab trainer machines, have been in high demand. The brand seems to have capitalized on the growing trend of home fitness by offering quality products and engaging content on TikTok to attract customers.

Conclusion

Overall, the Sports & Outdoor market on TikTok in the US during December showed promising trends. The growth in GMV and sold count indicates a healthy market with increasing consumer interest. For cross-border merchants, it is advisable to focus on product quality and innovation, as these are key factors driving sales. Collaborating with popular video bloggers and influencers can significantly boost product visibility and sales. Looking ahead, the market is expected to continue growing, with potential for further expansion in product categories and customer reach. Merchants should stay updated with the latest trends and adapt their marketing strategies accordingly to stay competitive in this dynamic market.