Introduction

The kitchen appliances market has always been a significant part of the global consumer landscape. With the increasing focus on home cooking and convenience, the demand for various kitchen appliances has been on the rise. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It allows brands and merchants to showcase their kitchen appliances in an engaging and creative way, reaching a vast audience of potential consumers who are actively looking for new and useful products for their kitchens.

Category Market Overview

According to authoritative sources, the kitchen appliances market in the US has witnessed steady growth in recent years. The market size has been expanding due to factors such as the growth of the housing market, changing consumer lifestyles, and an increasing preference for home-cooked meals. Consumer demand has also been evolving, with a greater emphasis on energy-efficient, multi-functional, and smart kitchen appliances. In the context of TikTok, this market has found a new avenue for promotion and sales, leveraging the platform's massive user base and viral content nature.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the kitchen appliances category showed diverse sales performance. The top-selling products included the EUHOMY Ice Maker Countertop with Handle, which had a sold count of 2.59万 and a GMV of 124.29万, with a GMV qoq of 15.88%. Another popular product was the Tastyle Hot Dog and Bun Toaster with Adjustable Settings and Drip Tray, which had a remarkable GMV qoq of 1051.69% with a sold count of 1.03万 and a GMV of 22.83万. The Mini snack bag sealing machine also performed well, with a sold count of 6.39万 and a GMV of 49.42万, showing an 82.28% GMV qoq increase. These products' popularity can be attributed to their practicality, convenience, and the engaging way they were presented on TikTok through videos and influencer promotions.

Brand Case Analysis of the Specific Category

EUHOMY

EUHOMY had a strong performance in December with a GMV of 236.04万 and a GMV qoq of 6.67%. It had a sold count of 3.48万, selling 9 out of 12 products. With 1224 video bloggers promoting their products, they managed to maintain a good market presence. Their average price was $67.89, and the sold count ratio was 17.06%. Their success can be attributed to their quality products and effective marketing strategies on TikTok.

ecozy Appliances

ecozy Appliances had a GMV of 142.94万 in December, with a GMV qoq of -31.63%. They had a sold count of 1.79万, selling all 4 of their products. With 652 video bloggers, their average price was $79.68, and the sold count ratio was 10.33%. Despite the decline in GMV qoq, they still held a significant position in the market.

Cowsar Appliance

Cowsar Appliance had a GMV of 129.99万 with a GMV qoq of 0.65%. They had a sold count of 1.41万, selling 20 out of 31 products. With 605 video bloggers, their average price was $92.24, and the sold count ratio was 9.4%. Their consistent performance shows their stable market position.

Conclusion

Overall, the kitchen appliances market on TikTok in the US during December showed a mix of growth and challenges. Some brands and products experienced significant growth in sales and GMV, while others faced declines. For cross-border merchants, it is essential to focus on product features that meet consumer demands, such as convenience and multi-functionality. They should also invest in effective marketing strategies on TikTok, leveraging video bloggers and creating engaging content. Looking ahead, the market is expected to continue evolving, with an increasing emphasis on smart and sustainable kitchen appliances. Merchants need to stay updated with these trends to remain competitive in the TikTok US kitchen appliances market.