Introduction

The eyewear market has been a significant segment in the global consumer landscape. With the increasing emphasis on fashion and eye protection, consumers are constantly seeking trendy and functional eyewear products. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, allowing eyewear brands to showcase their products in creative and engaging ways, thereby influencing consumer purchasing decisions.

Category Market Overview

According to authoritative sources, the US eyewear market has witnessed steady growth in recent years. The market size has been expanding due to factors such as changing fashion trends, increased awareness of eye health, and the growing popularity of online shopping. Consumer demand has shifted towards more stylish and technologically advanced eyewear. For instance, anti-blue light glasses have gained significant popularity as people spend more time on digital devices. Integrating the available data, we can see that TikTok is playing an increasingly important role in this market, with a growing number of eyewear-related content being shared and consumed.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the eyewear category showed interesting sales performance. The overall GMV Gross Merchandise Volume for eyewear was $4.66 million with a month-on-month growth rate of 4.66%. The sold count was 227,500, albeit with a -5.83% quarter-on-quarter change. Among the top-selling products, the [NEW] Chrome Heart square fashion glasses had a sold count of 17,300 and a GMV of $220,500 with a 36.13% GMV quarter-on-quarter growth. Another popular product, the Simple Anti-blue Light Square Frame Eyeglasses for Women & Men, had a sold count of 6,545 and a GMV of $169,300 with an impressive 335.21% GMV quarter-on-quarter growth. The popularity of these products can be attributed to their trendy designs, functionality such as anti-blue light features, and effective marketing on TikTok through engaging videos and collaborations with video bloggers.

Brand Case Analysis of the Specific Category

Several brands stood out in the US eyewear market on TikTok in December. For example, SOLOSE had a GMV of $441,500 with a 43.98% GMV quarter-on-quarter growth and a sold count of 21,100. Their success could be due to their unique product offerings and effective marketing strategies on the platform. Table Lounge also had a notable performance with a GMV of $223,600 and a sold count of 17,400. They might have capitalized on their brand image and engaging content to attract customers. On the other hand, JWH GLASSES had a GMV of $120,400 with a -49.09% GMV quarter-on-quarter decline, indicating possible challenges in their marketing or product positioning that they need to address.

Conclusion

Overall, the eyewear market on TikTok in the US during December showed a mix of growth and challenges. The increasing popularity of certain products like anti-blue light glasses and trendy fashion eyewear indicates a positive trend. For cross-border merchants, it is advisable to focus on creating engaging content, collaborating with video bloggers, and highlighting the unique features of their products. Looking ahead, we can expect the market to continue evolving with more competition and innovation. Brands will need to stay updated with the latest fashion trends and consumer demands to maintain their market share and drive further growth.