Introduction

In the global consumer landscape, the Kitchen Appliances market holds significant importance. 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 provides a vast reach to a diverse audience, allowing brands and merchants to showcase their kitchen appliances in an engaging and creative manner. This has led to new opportunities for growth and market penetration in the Kitchen Appliances category.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Kitchen Appliances market in the US has been experiencing steady growth. The market size has been expanding, driven by factors such as changing consumer lifestyles, an increasing preference for home-cooked meals, and the continuous innovation in kitchen appliance technology. Consumer demand has also been evolving, with a greater emphasis on energy-efficient, multi-functional, and aesthetically pleasing appliances. For instance, there has been a notable rise in the demand for smart kitchen appliances that can be controlled via mobile apps. Overall, the market presents a dynamic landscape with ample opportunities for both established and emerging players.

Sales Situation of the Specific Category

On TikTok Shop in the US during week 2, the Kitchen Appliances category witnessed diverse sales performances. The total GMV Gross Merchandise Volume for the week was $195.74 million, with a quarter-on-quarter QoQ growth rate of 12.2%. The sold count was 58,300, showing a QoQ growth of 4.27%. Among the top-selling products, the Mini snack bag sealing machine had a sold count of 10,400 with a GMV of $62,100, despite a QoQ decrease of 24.83%. On the other hand, the Zulay Kitchen Powerful Milk Frother experienced significant growth, with a sold count of 3,798 and a GMV of $66,100, showing a remarkable QoQ growth of 145.63%. The popularity of these products can be attributed to various factors. The snack bag sealing machine caters to the need for food preservation and convenience, while the milk frother taps into the growing coffee and beverage culture at home. Additionally, effective marketing strategies on TikTok, such as engaging video content and influencer collaborations, have also contributed to their sales growth.

Brand Case Analysis of the Specific Category

Several brands stood out in the Kitchen Appliances market on TikTok US during week 2. For example, Ninja Kitchen US achieved a GMV of $225,100 with a QoQ growth of 171.47% and a sold count of 2,108. Their success can be attributed to their reputation for high-quality and innovative kitchen appliances, along with effective marketing on TikTok. They likely utilized engaging video demonstrations of their products' features and benefits, which resonated with the TikTok audience. EUHOMY also had a notable performance, with a GMV of $151,500 and a QoQ growth of 17.91%. Their focus on products like the Nugget Ice Makers, which address the demand for convenient ice-making at home, combined with strategic marketing efforts on TikTok, contributed to their success. Zulay Kitchen, with a GMV of $74,000 and a QoQ growth of 153.53%, managed to attract customers through its range of kitchen accessories like the milk frother, leveraging engaging content and influencer partnerships on TikTok.

Conclusion

Overall, the Kitchen Appliances market on TikTok in the US during week 2 showed a mix of growth and challenges. The positive QoQ growth in GMV and sold count indicates a healthy market trend, but some products and brands also faced declines. For cross-border merchants, it is crucial to focus on product innovation to meet the evolving consumer demands, such as developing more energy-efficient and multi-functional appliances. Leveraging TikTok's marketing capabilities through engaging video content, influencer collaborations, and targeted advertising can significantly boost sales. Looking ahead, the market is expected to continue growing, with an increasing emphasis on smart and sustainable kitchen appliances. Merchants who can adapt to these trends and effectively utilize TikTok's platform will likely thrive in the competitive Kitchen Appliances market on TikTok US.