TikTok Philippines Site Insulated Cup Sales Exceed 300,000 in 30 Days, GMV Reaches Millions of RMB! | EchoTik Product Insights

    ·June 24, 2024
    ·5 min read

    Recently, Temu has ventured into the Southeast Asian market, with the Philippines as its preferred country site, arousing curiosity among many sellers about this market.

    The Philippines is the second most populous country in Southeast Asia, with a population of approximately 112 million, and it ranks 13th globally in terms of population. The large population base of the Philippines presents significant growth potential for its e-commerce industry, making it an integral part of the Southeast Asian e-commerce market. Currently, the e-commerce market in the Philippines is the fastest-growing in the Southeast Asian region, with a compound annual growth rate of over 16%.

    The Philippines has 76 million internet users, with an internet penetration rate of 67.8% and a smartphone penetration rate of 69%. The population structure in the Philippines is predominantly young, with over 60% of the population aged 16 and above, and a median age of 25.7 years. In recent years, outdoor activities, particularly among the modern young consumer groups, have become very popular globally, including camping, hiking, and cycling. These outdoor activities have increased the demand for equipment, especially for outdoor drinking. Therefore, the market demand for insulated cups has also increased as a result.

    According to Statista, the household appliance market revenue in the Philippines reached USD 8.09 billion in 2023. The market is projected to have a compound annual growth rate of 3.89% from 2023 to 2028. According to related data, the global insulated cup market size reached USD 3.79 billion in 2020, and it grew to USD 4.3 billion in 2021. It is expected to reach approximately USD 5.7 billion by 2028, with a compound annual growth rate of about 4.17%.

    In terms of consumer motivations, convenience, price, and discounts are the main factors that drive online shopping among Filipinos. The primary reason for online shopping is the ability to avoid going out for shopping and enjoy cheaper delivery services. Additionally, due to the Filipinos' sensitivity to prices, e-commerce promotional activities are also highly attractive.

    According to EchoTik(, a third-party data platform for TikTok, in the past 30 days, the top-selling product in the kitchenware category on the TikTok e-commerce platform is an insulated bottle launched by a local Filipino brand called Hilee. This insulated bottle achieved a GMV of PHP 74.59 million (approximately RMB 9.57 million) within a short period of 30 days, with a total GMV exceeding PHP 125.20 million (approximately RMB 16.06 million), and it successfully sold 304,900 insulated bottles. The selling price is PHP 283.89 (approximately RMB 120.83), and it comes in 64 different colors and sizes, providing consumers with a wide range of choices.

    The data shows that there are more than 1,400 short videos promoting Hilee's insulated bottle on TikTok, with an average playback volume of over 9,700 times and accumulated over 100,000 likes, bringing significant exposure to Hilee. Through EchoTik's data analysis, it was found that there are currently 546 live broadcasts promoting Hilee, with an average sales revenue of over PHP 15,010 (approximately RMB 1,926) per live broadcast.

    In addition to influencers promoting the product, the official Hilee account on TikTok is also actively posting videos and promoting products through live broadcasts. In these videos, besides showcasing the practical features of Hilee's insulated bottle, they also emphasize its aesthetic appeal that aligns with the minimalist aesthetics pursued by modern young people, aiming to increase users' favorability towards the product and, consequently, promote sales conversion rates. Taking videos from the official Hilee account as an example, they have received a lot of positive feedback, reflecting that modern consumers prefer practical and affordable products over flashy but impractical ones.

    During the live broadcasts, the hosts usually display a wide variety of insulated bottles on the screen and describe their features and functions to the audience while engaging in high-density interactions with users. The live broadcast themes are often tailored to the brand's target audience, such as students, working professionals, or outdoor enthusiasts, launching themes like "Back-to-School Exclusive Live Broadcast," attracting the target audience to watch in a quick and concise manner.

    Hilee is a local Filipino brand that primarily sells kitchenware products, and in the past 30 days, the distribution of its product categories has been diverse, ranging from personal care products to sports and outdoor products, and even electronic products, with a relatively affordable price range.

    The reason why Hilee was able to achieve such remarkable GMV in a short period of time is due to the superiormarketing and promotion strategies employed on the TikTok e-commerce platform. By leveraging the popularity of influencers and utilizing engaging content formats such as short videos and live broadcasts, Hilee was able to generate significant exposure and capture the attention of the target audience.

    The success of Hilee's insulated bottle sales can be attributed to several key factors. Firstly, the product itself meets the growing demand for outdoor drinking equipment among modern young consumers in the Philippines. The popularity of outdoor activities like camping, hiking, and cycling has increased the market demand for insulated cups, and Hilee's product catered to this demand effectively.

    Additionally, Hilee capitalized on the convenience and affordability factors that drive online shopping in the Philippines. By offering a wide range of colors and sizes at an attractive price point, Hilee's insulated bottle appealed to price-sensitive consumers. The ability to avoid traditional brick-and-mortar shopping and enjoy cheaper delivery services also contributed to the product's success.

    The marketing efforts on TikTok played a crucial role in promoting Hilee's product. Utilizing influencers, the official Hilee account, and live broadcasts, Hilee created engaging content that showcased the practical features and aesthetic appeal of the insulated bottle. By aligning with the minimalist aesthetics popular among modern young people, Hilee increased desirability and encouraged sales conversion.

    Overall, Hilee's success in selling over 300,000 insulated bottles within 30 days on TikTok Philippines is a testament to the power of effective marketing strategies, understanding consumer preferences, and leveraging the reach and engagement of social media platforms.

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