Introduction

The women's underwear market holds significant importance in the global consumer landscape. It is a constantly evolving sector with changing consumer demands and preferences. In recent years, the rise of e-commerce platforms has further transformed the way this market operates. TikTok, with its massive user base and unique content-driven approach, has emerged as a powerful platform in the US. It offers distinct advantages for promoting and selling women's underwear, such as the ability to showcase products in engaging video formats, reaching a wide and diverse audience, and leveraging the influence of video bloggers.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the women's underwear market in the US has been experiencing steady growth. The market size has been expanding, driven by factors like increasing fashion consciousness among women, a growing focus on comfort and functionality, and the rising popularity of online shopping. Consumer demand has also been evolving, with a greater emphasis on trendy designs, sustainable materials, and inclusive sizing options. This overall market trend aligns with the data observed on TikTok, where the category has been garnering significant attention.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 07 week period, the women's underwear category witnessed diverse sales performances. The top-selling products included items like "New-Plus size girls' bra, comfortable, slimming and anti-sagging" with 21,400 units sold and a GMV of $171,300, and "CAKES circles - The 1st viral non-adhesive nip cover - Official CAKES" with 8,001 units sold and a GMV of $240,000. The popularity of these products can be attributed to various factors. For instance, the plus-size bra caters to a significant segment of the market that has been demanding more inclusive sizing options. The non-adhesive nip cover offers a unique and convenient solution for women, which has likely contributed to its viral success. Overall, the sales growth in this category indicates a growing acceptance and preference for purchasing women's underwear on TikTok.

Brand Case Analysis of the Specific Category

Several brands and stores stood out in the women's underwear market on TikTok during the 07 week. For example, Hsia-Bras had a GMV of $543,200 with 20,500 units sold. Their success could be due to factors such as their product quality, brand reputation, and effective marketing strategies on the platform. SHAPSHE also performed well with a GMV of $329,800 and 7,027 units sold. They might have capitalized on their unique product features and engaging content to attract customers. CAKES body had a notable GMV of $327,100 and 9,908 units sold, perhaps leveraging the popularity of their viral products. These brands have not only achieved good sales metrics but have also built a certain influence within the US market on TikTok through their consistent business activities.

Conclusion

In conclusion, the women's underwear market on TikTok in the US during the 07 week showed promising trends. The sales of various products and the performance of different brands indicate a growing market potential. For cross-border merchants, it is advisable to focus on product features that meet the evolving consumer demands, such as inclusive sizing and unique designs. Leveraging the power of video bloggers and creating engaging content can also enhance product visibility. Looking ahead, the market is likely to continue growing, with an expected increase in competition. Merchants should stay updated on the latest trends and adapt their strategies accordingly to thrive in this dynamic market environment.