Introduction

The Lights & Lighting market has been playing a significant role in the global consumer landscape. With the increasing focus on home decor, outdoor activities, and emergency preparedness, the demand for various lighting products has been on the rise. TikTok, especially in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, enabling brands and merchants to showcase their lighting products in an engaging and creative manner, thus influencing consumer purchasing decisions.

Category Market Overview

According to authoritative sources, the Lights & Lighting market in the US has witnessed steady growth in recent years. The market size has been expanding due to factors such as the growth of the housing market, increased outdoor recreational 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 options, and decorative lighting for various occasions. The data indicates that the market is likely to continue its growth trajectory, driven by technological advancements and changing consumer lifestyles.

Sales Situation of the Specific Category

On TikTok Shop in the US during February, the Lights & Lighting category showed interesting sales patterns. The top-selling products included LED Headlamp, USB Rechargeable Waterproof Headlamp for Exploration, Outdoor Camping Supplies, Christmas, Christmas Gift with 1.41万 sold count and a GMV of $7.19万. Another popular product was the 2-in-1 Strong Flashlight Power Bank, with 1.11万 sold count and a GMV of $17.45万. The popularity of these products can be attributed to their versatility, suitability for outdoor activities like camping and fishing, and their practical features such as rechargeability and waterproofing. The sales growth of these products also indicates a growing consumer interest in high-quality and functional lighting solutions on TikTok.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the Lights & Lighting market on TikTok US in February, Govee.US had a GMV of $44.19万, although it experienced a -54.53% qoq change in GMV with 6478 sold count. DTONG had a GMV of $17.45万 with a 1.95% qoq growth and 1.11万 sold count. OLIGHT had a GMV of $16.17万 and a -17.7% qoq change in GMV with 2975 sold count. These brands have been employing different strategies. For example, Govee.US might need to reevaluate its marketing approach considering the decline in GMV. DTONG's growth could be attributed to its focus on product features and effective marketing on TikTok. OLIGHT, on the other hand, may need to work on improving its market position to reverse the downward trend in GMV.

Conclusion

Overall, the Lights & Lighting market on TikTok in the US during February presented a mixed picture. While there were popular products with significant sales, some brands faced challenges in maintaining or growing their GMV. For cross-border merchants, it is crucial to focus on product quality and features that meet the evolving consumer demands. They should also leverage TikTok's marketing capabilities effectively to increase brand awareness and drive sales. Looking ahead, the market is expected to continue evolving, with a likely increase in demand for innovative and sustainable lighting solutions. Merchants need to stay updated with the latest trends and adapt their strategies accordingly to succeed in this competitive market.