Introduction

The men's shoes market holds a significant position in the global consumer landscape. With the increasing focus on personal style and comfort, men are constantly seeking trendy and functional footwear. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It allows brands and merchants to showcase their men's shoes products in an engaging and viral way, reaching a vast audience of potential customers who are highly active on the platform.

Category Market Overview

According to authoritative sources, the men's shoes market in the US has been experiencing steady growth in recent years. The market size has been expanding due to factors such as changing fashion trends, increased consumer spending on footwear, and the growing popularity of online shopping. Consumers' demand for men's shoes has also been evolving, with a greater emphasis on comfort, durability, and style. For instance, there has been a rising trend in the demand for athletic shoes for both sports and casual wear, as well as stylish boots for different occasions.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the men's shoes category had a Gross Merchandise Volume GMV of $938,600. However, it showed a Quarter-on-Quarter QoQ decline of 12.99%. The sold count was 29,500, with a QoQ decrease of 12.41%. Among the top-selling products, the "Men's Lace Up Low Top Anti Piercing & Anti Smashing Safety Shoes with Rotating Button, Contrast Mesh Work Shoes, for Outdoor Work, Footwear, Shoes for Healthcare Workers, Fall Outfits, Fall Freshness" had a sold count of 3,238 and a GMV of $78,500, experiencing a QoQ decline of 16.06%. The "Men's Letter Design Fall Running Durable Athletic Shoes for Gift, 2024 Casual Matching Sneakers, Sporty Hollow Out Design Lightweight Breathable Jogging Shoes, Lace Up Shoes for Summer Back To School" sold 1,747 units with a GMV of $24,900 and a QoQ decline of 6.69%. The popularity of these products can be attributed to their unique features such as safety aspects in the case of work shoes and stylish designs combined with comfort for athletic shoes, which appeal to the target customers on TikTok.

Brand Case Analysis of the Specific Category

Several brands stood out in the men's shoes market on TikTok during the specified week. Crocs, for example, had a GMV of $87,300 with a QoQ decline of 25.64% and a sold count of 1,951. Their products like "Crocs Adult Mellow Tide Recovery Slides, Comfortable Lightweight Sandals" were quite popular, contributing to their overall sales. NBQR had a GMV of $82,500 with a QoQ decline of 14.66% and a sold count of 3,421. DREAM PAIRS, on the other hand, showed a positive growth with a GMV of $41,600 and a 24.3% QoQ increase, selling 741 units. Wise Sneakers had an impressive growth with a GMV of $38,500 and a 118.66% QoQ increase, selling 320 units. These brands employed different strategies such as showcasing their products in engaging TikTok videos, collaborating with influencers, and highlighting the unique features of their men's shoes to drive sales and gain popularity on the platform.

Conclusion

Overall, the men's shoes market on TikTok in the US during the analyzed week had a mixed performance. While some brands and products showed growth, others faced declines. For cross-border merchants, it is crucial to focus on product features that resonate with the US consumers, such as comfort, style, and functionality. They should also leverage TikTok's marketing capabilities by creating engaging content, collaborating with video bloggers, and highlighting the unique selling points of their men's shoes. Looking ahead, the market is likely to continue evolving with changing fashion trends and consumer preferences, and merchants need to stay updated and adaptable to succeed in this competitive landscape.