Core conclusions:In this case, Hangzhou, a maternal and infant products company, achieved monthly sales of the TikTok channel to US$80,000 in three months, accumulated account fans to 56,000, independent station conversion rate of 4.1%, and customer repurchase rate of 32%.
1. Customer background
A maternal and infant products company in Hangzhou, Zhejiang Province mainly specializes in baby strollers and child safety seats. Its products have passed CE certification and are willing to invest in safety testing and materials. This company has been a domestic e-commerce company for many years and has stable stores in Tmall and Jingdong. The team is familiar with the domestic details page style and activity rhythm, but has little experience in overseas markets.
The company wants to explore the European and American markets for a straightforward reason: European and American families have high customer unit prices in the maternal and infant category, and are also highly sensitive to safety and quality, which just matches its product positioning. But the problem ahead is that no one in the team has done overseas content, overseas delivery or cross-border collection, and I don't know where to start.
From a product perspective, the company's safety seats cover multiple age groups from newborns to 12 years old. The trolleys are divided into two series: lightweight and all-terrain. There are not many SKUs, but each model has been completed. Complete collision and durability testing. This type of product is just suitable for using content to clearly explain "why is it worth the price", rather than competing for the price on the platform.
2. Problem diagnosis: Why does the original path fail?
- Category logic is different.Maternal and infant are highly trusted categories. When European and American mothers buy a cart, they first look at the real use scenarios-how to collect the cart alone, how to put it in the trunk, and how to go up and down the stairs, rather than looking at the parameter list first. The domestic e-commerce's detailed page logic of stacking parameters and selling points has limited effect when moved to European and American content scenarios.
- Platform advertising costs are high.If we continue to use platform e-commerce, advertising bidding costs for maternal and infant categories will be high, and such products are large in size and troublesome to return and exchange, and the losses caused by returns will be considerable.
- Trust must be reached repeatedly.Products such as safety seats have high unit prices and long decision-making cycles. Customers will make repeated comparisons, consult repeatedly, and even place orders every few weeks. Without continuous content access, customers have long been lost.
- Consultation cannot be accepted.The consultation of European and American customers focuses on local day and night, with obvious time differences with domestic ones. Issues such as safety certification, load-bearing standards, and installation methods are slow and easy to explain clearly through manual responses.
- Back-end collection and logistics are also blank.The high unit price of customers means that the payment process must be smooth. When customers see unfamiliar currencies and unfamiliar logistics methods, they often give up at the last step. However, the settlement and delivery system used by domestic e-commerce cannot be moved directly to the European and American markets.
To sum up, what this company lacks is not products, but a complete link that "uses content to build trust, uses independent stations to undertake transactions, and uses automated customer service to solve inquiries."
3. What have we done?
- TikTok's American account is operated on behalf of the company.Five videos of maternal and infant scenes are produced every week, focusing on real-life use scenarios: one-handed car collection, trunk loading, rainy travel, and safety seat installation demonstrations. Account positioning is "the brand that understands the product", not the code number.
- Shopify independent station was built.Build an independent brand station that supports multi-currency settlement, and clearly explain the product line, certification information, installation instructions and after-sales policies as the acceptance page for content and transaction.
- AI English customer service automatically replies.Organize certification parameters, size load bearing, installation steps, logistics timeliness, and return rules into a knowledge base. AI customer service will immediately respond to common questions in English, and complex questions will then be transferred manually.
- TikTok Ads is delivered accurately.Pay to enlarge the natural content that performs well, and test it in layers according to the crowd package. In this case, ROI is put into the whole.1:3.8.
4. Execution rhythm
Month 1: Cold Start
Determine the account settings and content direction, go online independently, and run the complete link from video to placing orders in the station. The focus this month is not on sales, but on determining which type of scene videos will be better for completion and interaction.
Month 2: Volume of content
Copy the content templates verified in the first month in batches, stabilize 5 updates per week, and use a small budget to test the audience. In this case, Independent Station began to issue stable orders this month.
Month 3: Zoom in and repurchase
Increase the release of materials with good conversion performance, and set up a repurchase mechanism: accessory recommendations, secondary purchase discounts, and exclusive content for regular customers. Monthly sales achieved80,000 US dollars.
V. Outcome data
During the 3-month period, the observation results of this case are as follows:
- Monthly sales:80,000 US dollars
- TikTok account fans:of 56,000
- Customer repurchase rate:32%
- Independent station conversion rate:4.1%
- TikTok Ads launches ROI:1:3.8
The seasonality and content performance of maternal and infant categories fluctuate greatly, and the actual results will be affected by the product line, pricing and delivery budget. The above table only shows the observation standards in this case.
6. Which factories can this method be replicated to?
This combination of "Short Video build trust, independent stations do undertaking, and automatic customer service receives consultations" is suitable for categories where customer unit prices are above medium, products need to be demonstrated and explained, and customers will repeatedly check information before making decisions. Typical items include maternal and infant products, pet products, outdoor camping equipment, home fitness equipment, small appliances, home storage, and various consumer goods that require installation or instructions for use.
If the unit price of the product is very low and the user's decisions are based on impulse, Short Video can be brought directly, and it may not be necessary to spend a lot of effort to be an independent station; if the product involves strong supervision or professional certification, the content rhythm should be slowed down, and compliance information should be prepared first before being enlarged and released.
There is also a type of factory that is also suitable for this method: it has been working for overseas brands for a long time, but the products are fine, but it has never faced end users directly and is unfamiliar with packaging copy, instructions for use and after-sales rules. What such companies lack is the ability to "talk directly to users," and Short Video and independent stations happen to be the most direct training ground for this ability.
7. Common questions
Q: Which should I do first, TikTok or Independence Station?
A: It is recommended to start simultaneously. TikTok is responsible for gaining attention and building trust, and independent stations are responsible for accepting and accumulating customer data. If you only do TikTok, the traffic will always be in the hands of the platform; if you only do an independent station, you will lack traffic sources in the early stage. In this case, the two are advanced in parallel.
Q: There are 5 videos per week. Where does the material come from?
A: From real use scenarios. Taking pictures of the use of products in warehousing, home, outdoor and other scenarios is the content in itself. There is no need for complex scripts. The key is to clearly capture "how to use it" and "what problems have been solved."
Q: Can AI customer service replace manual work?
A: It can cover most standardization consultations, such as certification, size, installation, and logistics. Labor still has to be transferred when it comes to customization, complaints and negotiation of large orders. The approach in this case is that AI takes the lead first and manually takes the lead.
