Core Insights - The article highlights the transformation of the cross-border e-commerce landscape, showcasing how companies must adapt to changing market dynamics and consumer preferences, particularly through platforms like TikTok [1][3][12] Group 1: Industry Evolution - In 2016, the cross-border e-commerce sector was thriving, but by the end of 2020, Chinese sellers had captured nearly 48% of Amazon's market, leading to increased competition and rising costs [6][9] - The shift from traditional foreign trade to online sales has become evident, with companies needing to innovate rather than simply move products online [8][30] - The rise of TikTok as a sales platform represents a significant change in how products are marketed and sold, emphasizing user engagement and content creation [12][32] Group 2: Company Strategy - The company, EUHOMY, pivoted to focus on the ice maker niche after recognizing a long-standing demand in the U.S. market, where independent ice makers had low penetration [8][12] - By leveraging TikTok for marketing, EUHOMY achieved rapid sales growth, reaching over 200 units sold in a single day, a feat that previously took six months on Amazon [15][39] - The company has expanded its team and resources to enhance product development and market responsiveness, reflecting a commitment to innovation and user-centric design [30][39] Group 3: Marketing and Consumer Engagement - The use of ASMR videos on TikTok significantly boosted product visibility and consumer interest, demonstrating the power of engaging content in driving sales [14][15] - EUHOMY's marketing strategy evolved to focus on user experience and product differentiation, leading to the introduction of features like adjustable ice thickness based on consumer preferences [21][24] - The company has built a robust network of influencers and content creators to amplify its brand presence and engage with diverse consumer segments [16][25] Group 4: Future Outlook - EUHOMY aims to expand its market presence globally, following TikTok's growth into new regions, with a focus on markets like Mexico where e-commerce is still developing [32][35] - The company anticipates that as infrastructure improves in emerging markets, it will replicate the success seen in the U.S. and other developed regions [35][39] - The overall strategy emphasizes adaptability and responsiveness to market trends, ensuring that the brand remains relevant and competitive in a fast-evolving landscape [30][39]