Introduction

The Lights & Lighting market plays a significant role in the global consumer landscape. With the increasing demand for better illumination in various settings, from home decor to outdoor activities, this category has witnessed continuous growth. TikTok, especially in the US region, has emerged as a powerful platform for promoting and selling Lights & Lighting products. Its unique features such as short videos and wide user reach offer great advantages for businesses in this sector to showcase their offerings and connect with potential customers.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Lights & Lighting market in the US has been expanding steadily. The market size has seen an upward trend, driven by factors like the growth of the housing market, increasing outdoor activities, and the need for energy-efficient lighting solutions. Consumer demand has also been evolving, with a greater preference for smart lighting, portable and rechargeable lights, and decorative lighting options. This shift in demand is reflected in the product offerings available on various e-commerce platforms, including TikTok Shop.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 06 week period, the Lights & Lighting category exhibited diverse sales performance. The top-selling products included the Super-Bright LED Tactical Flashlight Torch Rechargeable Magnetic Rechargeable Flash Lights, which had a sold count of 4359 and a GMV of $57,200 with a remarkable GMV qoq growth of 917.97%. Another popular product was the LED Headlamp, USB Rechargeable Waterproof Headlamp for Exploration, Outdoor Camping Supplies, Christmas, Christmas Gift, with 3670 units sold and a GMV of $18,700 and a GMV qoq growth of 158.63%. The popularity of these products can be attributed to their functionality, suitability for various outdoor and indoor activities, and the effective marketing on TikTok through engaging video content by bloggers and influencers.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the Lights & Lighting market on TikTok US during the 06 week were Govee.US, WERCHTAY, and OLIGHT. Govee.US had a GMV of $75,400 with a sold count of 1101, although it experienced a significant GMV qoq decline of -58.88%. WERCHTAY, on the other hand, had a GMV of $60,000 with a sold count of 4479 and an impressive GMV qoq growth of 722.97%. OLIGHT had a GMV of $42,700 with a sold count of 852 and a GMV qoq growth of 86.57%. These brands employed different strategies, such as highlighting product features through detailed videos, offering discounts and promotions, and collaborating with popular video bloggers to increase their visibility and drive sales.

Conclusion

Overall, the Lights & Lighting market on TikTok in the US during the 06 week showed a mix of growth and challenges. While some products and brands experienced significant growth, others faced declines. For cross-border merchants, it is advisable to focus on product innovation, especially in line with the emerging consumer trends such as smart and portable lighting. Collaborating with popular video bloggers and leveraging TikTok's marketing tools can also enhance brand visibility and drive sales. Looking ahead, the market is expected to continue evolving, with an increased emphasis on energy-efficient and decorative lighting solutions, and merchants need to stay updated and adapt their strategies accordingly.