Core conclusions:A home textile company in Nantong, Jiangsu Province used the DTC method of TikTok drainage and independent station acceptance to enter the European and American C-end market. It achieved monthly sales of US$150,000 in six months, with a repurchase rate of 28%.
1. Customer background
This company is located in Nantong, Jiangsu Province. It is a factory-type seller in the local home textile industry belt. It mainly specializes in soft clothing categories such as four-piece bedding sets, curtains, and pillows. Overseas business was completely blank before.
It has been in operation for almost ten years, and there have always been two channels: one is the domestic e-commerce platform, and the other is supporting orders for hotels and B & Bs. The production line is relatively complete, and fabric procurement has advantages. Embroidery, quilting, and finishing are all done in our own factory, so the quality can be controlled and the unit cost is lower than that of pure traders. The boss's thinking is very clear: there is room for demand for products in Europe and the United States, and the customer unit price is also sustainable, but he has never made a C-terminal product. There is no brand recognition overseas, and he does not know where to start.
2. Problem diagnosis: Why does the original path fail?
After we entered the venue, we first sorted out the reasons for his previous two attempts and found that the stuck point was not in the product, but in four links.
- Transfer the style of domestic e-commerce directly to it.Platform traffic allocation rules, evaluation systems, return rates, and advertising costs are completely different. The low-price impulse logic that works in China will directly break through profits in the European and American markets, and the cost of returning goods will be higher.
- The order receiving method of to B is incompatible with the transaction logic of terminal C.Hotel supporting facilities rely on relationships, billing periods, and customized proofing, and a project lasts for three months; the C-end relies on content, trust and instant ordering, with a completely different pace. Using the original business rhythm to do C-end is equivalent to letting engineering people set up stalls.
- Only cast streams and no content.I used to find a company to operate it on a company that translated the materials of domestic e-commerce and directly cast them. There were no scenes or usage scenarios in the video. Customers couldn't see what the product looked like when they were put in their bedroom. The advertising fee was spent, and the production ratio was very ugly.
- There is no acceptance page.Short Video can bring exposure, but after customers are planted with grass, they cannot find a credible English-language site that can directly place orders and pay, and the traffic flows away in vain.
3. What have we done?
Focusing on the main line of "content is responsible for planting grass, and independent stations are responsible for transaction transactions", we have built both ends together.
- Build TikTok dual account matrix.The United States and the United Kingdom are operated separately. One account focuses on the overall bedroom scene, and the other focuses on matching curtains and soft clothes to avoid sending everything to one number, confusing labels, and inaccurate crowds.
- Change the content from product displays to life scenes.Weekly fixed outputart. 5Home textile scene videos, take real bedrooms, bay windows, and restaurants, and talk about fabric feel, stitching details, and cleaning and care methods, instead of holding up the product and reading the parameters. In the first 3 seconds, people were caught with specific pain points such as seasonal storage and small bedrooms becoming larger.
- Build a Shopify independent station.English is the main focus, and it is available in multiple languages and currencies at the same time. The product page is rewritten according to the reading habits of European and American consumers: the size comparison table, material weight description, washing suggestions, and return policy are all clearly written out, and the customer's most hesitant issues before placing an order are solved in advance.
- Deploy AI intelligent customer service.Automatic reception in English covers high-frequency issues such as size consultation, logistics timeliness, fabric composition, and machine washability.24 hoursOnline, catch night inquiries caused by time difference.
- Google Ads and TikTok Ads are launched in combination.Use a small budget to measure materials and crowds first, run out the converted videos and increase the volume, and don't spend the budget on unverified materials at one time.
4. Execution rhythm
Month 1: Account cold start and independent website launch
At this stage, the foundation should be laid first. The two TikTok accounts have been certified and data have been improved. In the first two weeks, the company focused on the factory's daily and product details, allowing the system to recognize the account tags first. During the same period, the independent station was completed and its products were put on shelves, and the payment, logistics, and return policy pages were all complete. We don't chase sales this month. We chase the pace of content release and whether the site is running.
Month 2: Running through the content model
Take apart the videos that performed well in the previous stage and analyze them: which type of scenes can be retained, whether they are stored in seasonal seasons or renovated in the bedroom. Fix effective elements into templates and produce stable output of 5 items per week. At the same time, we began to test small-scale release. Each video was given a very small budget first, and we looked at the pop-out and additional purchase data in the first 3 seconds to screen out materials that could really cost money.
Month 3: Increase the conversion rate of independent stations
After the traffic increases, the focus turns to the site itself. The product page is supplemented with real-shot details, buyer frequently asked questions, and size diagrams; the settlement process cuts off redundant steps; the AI customer service's reception skills are repeated according to real inquiries. After this stage is completed, the conversion rate of independent stations will be increased to3.2%.
Months 4 to 6: Two-wheel magnification
After both the content model and transformation model have been verified, budgets will be released. Popular videos are amplified twice with paid traffic, and the well-performing materials are broken into multiple variants for continuous testing; independent stations simultaneously supplement related product and package combinations to increase customer unit prices and repurchase. By the sixth month, monthly sales will reach150,000 US dollars.
V. Outcome data
- Monthly sales:150,000 US dollars(Month 6)
- TikTok fans:of 120,000
- Repurchase rate:28%
- Independent station conversion rate:3.2%, the public data of similar home textile independent stations compared in this case is about 1.5%
- Advertising ROAS: Optimize to1:3.5
6. Which factories can this method be replicated to?
The premise of this method is that the product can be seen in the video, the customer unit price can support the advertising cost, and the production capacity can keep up with sales fluctuations. More suitable are consumer goods factories with stable own production capacity and strong visual expression of products, such as home textiles, home storage, kitchen supplies, pet supplies, outdoor supplies, and decorative ornaments. On the contrary, if large-scale equipment with on-site installation guidance and a customer decision-making cycle of half a year is needed, the efficiency of direct ordering of Short Video will be much lower, making it more suitable for taking the route of longer follow-up inquiries. The criterion is straightforward: Can your product make people want to have it in three seconds? If you can, it is worth trying.
7. Common questions
Q: Do I have to make TikTok? Is it okay to just make independent websites and Google?
A: Yes, but the starting speed will be slower. TikTok solves the problem of turning cognition from zero to recognition, and independent station solves the problem of turning cognition into orders. In this case, the two are used together. TikTok is responsible for soliciting new products and testing selling points, and the Independent Station is responsible for undertaking and repurchasing. If your budget is limited, you can first build a solid independent station and then use Short Video to replenish traffic.
Q: Will AI customer service get the wrong answer and offend the customer?
A: AI customer service mainly handles high-frequency standard issues, and complex situations involving customization, claims, and large orders will be directly transferred to manual work. Before going online, we did multiple rounds of proofreading using real inquiries and sorted out the questions that could not be answered into a conversation library. In this case, the situation of receiving inquiries at night has been significantly improved, and manual work only needs to be handled during the day.
Q: How long will it take to see the results from scratch?
A: In this case, the first month was mainly about building infrastructure, the second month was about running content models, relatively stable natural orders began in the third month, and the volume stage entered after the fourth month. The C-terminal is characterized by slow in the early stage and compound interest in the later stage. If you expect to start in two weeks, there is a high probability that you will be disappointed.
