Introduction

The men's underwear market holds a significant place in the global consumer landscape. With the increasing focus on comfort, style, and quality, consumers are constantly seeking the best products. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It allows brands and merchants to showcase their men's underwear products in an engaging and creative way, reaching a vast audience of potential customers.

Category Market Overview

According to authoritative sources, the men's underwear market in the US has been experiencing steady growth. The market size has been expanding due to factors such as changing fashion trends, increased awareness of personal hygiene, and a growing preference for comfortable undergarments. Consumer demand has shifted towards products that offer both functionality and style. For instance, there is a rising demand for breathable fabrics, trendy designs, and innovative features like moisture absorption. Integrating the available data, we can see that the market is evolving to meet these changing demands.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the men's underwear category witnessed diverse sales performances. The top-selling products included items like "Trump Socks with Hair: Funny Novelty Gift Socks for Men & Women, Cotton, Inauguration Day, Christmas, Soft Menswear" which had a sold count of 8600 and a GMV of $11.48 million with a significant GMV qoq growth of 73.02%. Another popular product was "5/6/10 Counts, Men's Solid Color Letter Tape Boxer Briefs, Casual Comfy Breathable Comfortable Athletic Sports Moisture Absorption Opening Crotch Underwear for Daily Wear, Mens Underwear for All Seasons" with 6801 units sold and a GMV of $9.62 million, showing a 55.92% GMV qoq growth. The popularity of these products can be attributed to their unique designs, quality materials, and effective marketing on TikTok. The engaging video content by bloggers and influencers has played a crucial role in driving sales and increasing brand awareness.

Brand Case Analysis of the Specific Category

Several brands stood out in the men's underwear market on TikTok in December. For example, BEAUTICODE had a remarkable performance with a GMV of $11.48 million and a GMV qoq growth of 73.02%. They managed to achieve this with a sold count of 8600. Their success could be due to their focused marketing strategies, perhaps highlighting the unique features of their products in their TikTok videos. Another brand, NOWAZTON SHOP, had a GMV of $8.1 million with a 41.43% GMV qoq growth. They sold 4718 units, indicating their ability to attract customers with their offerings. These brands have been able to leverage TikTok's platform to showcase their products, engage with the audience, and build a strong brand presence in the US market.

Conclusion

Overall, the men's underwear market on TikTok in the US during December showed a mix of growth and challenges. The top-selling products and successful brands demonstrated the importance of having unique products, engaging marketing strategies, and leveraging the power of TikTok's platform. For cross-border merchants, it is advisable to focus on product quality, create appealing video content, and collaborate with influencers to increase brand visibility. Looking ahead, we can expect the market to continue evolving with more innovative products and marketing techniques emerging to meet the ever-changing consumer demands.