Introduction

In the global consumer landscape, the Audio & Video market has been experiencing significant growth and evolution. With the increasing demand for entertainment, communication, and content creation, products in this category have become essential for consumers. TikTok, especially in the US region, has emerged as a powerful platform with unique advantages. It provides a vast audience base, highly engaging content formats, and effective marketing tools, making it an ideal marketplace for Audio & Video products to reach a wide range of potential customers.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Audio & Video market in the US has been showing a dynamic trend. The market size has been expanding steadily, driven by factors such as technological advancements, increasing disposable income, and the growing popularity of digital content. Consumer demand has also been changing, with a greater emphasis on high-quality audio, wireless connectivity, and multi-functional devices. For example, the demand for wireless earbuds, portable speakers, and video recording equipment has been on the rise. Integrating the existing data, we can see that the market is expected to continue its growth trajectory in the coming years.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 05 week, the Audio & Video category exhibited diverse sales performance. The GMV Gross Merchandise Volume for the category was $137.92 million, with a quarter-on-quarter QoQ decrease of 43.06%. The sold count was 64,200, showing a QoQ decline of 48.9%. However, several products stood out in terms of sales.

The top-selling product was the "Mini Bluetooth Shower Speaker, Portable Bluetooth-compatible Speaker for Beach, Shower & HomeMini Portable Wireless Speaker.ortable Wireless Speaker with Suction Cup.Pairs Easily to Phones, Tablets, Computer.Gift for Men & Women.", which had a sold count of 4,505 and a GMV of $37,000 with a QoQ growth of 50.14%. Another popular product was the "JLab JBuds Lux Active Noise Cancellation Wireless Bluetooth Headphones, Custom EQ, Over-Ear, Be Aware Safety Mode. Foldable, iPhone / Android", with 2,133 units sold and a GMV of $133,100, despite a QoQ decrease of 15.1%.

The popularity of these products can be attributed to various factors. The portable and multi-functional features of the speakers make them convenient for different usage scenarios, appealing to consumers who are always on the go. The high-quality audio and advanced features of the headphones, such as noise cancellation and custom EQ, attract audiophiles and those who need good sound quality for various activities like working out or traveling.

Brand Case Analysis of the Specific Category

Several brands performed well in the Audio & Video market on TikTok in the US during the 05 week.

JLab had a GMV of $132,700 with a QoQ decrease of 44.92%. They sold 2,982 units, with 31 different products sold. Their average price was $44.50, and the sold count ratio was 9.62%. JLab's success can be partly attributed to their well-known brand name in the audio industry, offering a range of high-quality headphones with features like active noise cancellation and custom sound settings, which appeal to a wide range of consumers.

MINISO.US also had a notable performance with a GMV of $74,300 and a QoQ growth of 18.39%. They sold 2,930 units, with 19 different products sold. Their average price was $25.37, and the sold count ratio was 5.39%. MINISO.US likely benefits from its reputation for offering affordable yet trendy products, especially in the audio and video accessories segment, attracting budget-conscious consumers.

SuperBox Digital Store had a GMV of $56,200 with a QoQ growth of 24.09%. They sold 204 units, with 4 different products sold. Their average price was $275.59, and the sold count ratio was 4.08%. Their success might be due to offering specialized or high-end audio and video products that target a niche market segment.

Conclusion

Overall, the Audio & Video market on TikTok in the US during the 05 week showed a mixed picture. While the category as a whole experienced a decline in GMV and sold count QoQ, there were still individual products and brands that managed to achieve growth or maintain a strong performance. For cross-border merchants, it is recommended to focus on product features that meet the changing consumer demands, such as wireless connectivity, high-quality audio, and multi-functionality. They should also leverage the power of TikTok's marketing tools to create engaging content and reach a wider audience. Looking ahead, the market is expected to continue evolving, with potential growth opportunities in emerging audio and video technologies, as well as in catering to the specific needs of different consumer segments.