Core Insights - TikTok Shop's mid-year promotion in the US saw a GMV increase of 1.6 times, with significant sales growth for merchants, particularly for the brand POP MART, which achieved over $6 million in GMV within 10 hours during the Super Brand Day event, setting a new record for single-day live streaming sales in the US [1] Group 1: Product Launch and Sales Strategy - POP MART leveraged TikTok Shop's content advantages to launch 20 new products, including popular IPs like ZIMOMO, CRYBABY, DIMOO, and the trending LABUBU, which sold out immediately [2] - During the new product launch, POP MART implemented a free shipping policy across the store, establishing a positive brand impression for new customers in the live streaming environment [2] Group 2: Marketing and Exposure Tactics - During the Super Brand Day event, POP MART utilized promotional peaks to attract potential users, significantly boosting sales [4] - The rise of LABUBU as a top trend in the toy industry led to a surge in discussions on TikTok Shop, with POP MART effectively using the LABUBU topic to engage target users [4] - By optimizing keyword displays through search associations, users searching for LABUBU or POP MART could easily access related keywords and directly navigate to the corresponding store or live stream, reducing decision-making costs and enhancing conversion rates [4] Group 3: Audience Engagement and Brand Growth - In the live streaming event, POP MART attracted over 10,000 viewers and gained more than 4,000 new followers, with over 1,000 new products sold out [7] - The brand integrated various promotional resources, including search banners, discovery page recommendations, and trending topics, to maximize exposure and set the stage for successful product sales [7] - Extensive short video promotions before and after the live stream contributed to a 32% share of total exposure, demonstrating the effectiveness of multi-channel user engagement strategies [7] - Through the integration of platform resources and refined operations, POP MART successfully crossed regional barriers, transforming the unique appeal of its IPs into a global consumer trend, showcasing TikTok Shop's role in facilitating brand expansion [7]