How big a business can a small kitchen rag be? Many people may not care too much about it, but in TikTok, a place full of miracles, it is really on fire – a kitchen cleaning cloth called “10 Counts Dishwashing Rags” has sold 111,300 pieces in the past 30 days, bringing in $1,024,900 in sales. A kitchen cleaning cloth called “10 Counts Dishwashing Rags” has sold 111,300 pieces in the past 30 days, generating $1,024,900 in sales and making it to the top 2 of the TikTok Hot 100 list.
You might think that this is just some lucky businessman who stumbled upon a windfall. But if you look carefully at the path of this product’s popularity, you will find that behind it is actually a very typical “TikTok product selection formula” – find the right pain point, impress users, good content out of the circle.
Grabbing the pain point: why can this rag win?
In fact, many people share the pain points of traditional kitchen wipes: hair loss, difficult to clean, odor and bacteria after a few uses, and dirty look. And the advantage of this TikTok pop-up is that it precisely solves these troubles.
First of all, the material is upgraded. This rag is made of high-quality plant fiber, which is not only lint-free and colorfast, but also particularly wear-resistant and durable. Even if it is used repeatedly and washed frequently, its cleaning power and appearance will still remain online. What’s more, it doesn’t have that “wet long time rag smell”, for users who pay attention to family hygiene, this one is already enough to impress people.
The second is the use of a wide range of scenes. Not only can it wipe dishes and wash pots, it can also wipe hoods, glasses, faucets, and even handle grease stains on kitchen tiles. A product to solve a variety of cleaning needs, users are certainly willing to order.
Fire, because it is “too good to shoot”!
How can a rag be photographed? On TikTok, the answer is: “comparison video” is always effective.
Many people have made before-and-after videos, using a traditional rag to wipe the glass, a blur; replaced with this new rag, a wipe is clean, clear as new. Coupled with the title and slogan “Just a few dollars to make your kitchen look new”, it immediately attracted thousands of views.
Users not only ordered, but also took the initiative to share their experience in the comment section, forming a natural weed closed loop. In this way, the rag sold and sold, became the first place on the TikTok kitchen category hot list.
Kitchen small items, is turning into a big business
Many people think that TikTok products are mostly beauty and wearable categories, in fact, kitchen supplies have long been quietly rising. This kind of “clear function, cheap and easy to use, video expressive” products, especially suitable for short video platform dissemination.
Market data also confirms this trend. According to the data of Business Research Insights, the global kitchen tools market has reached $29.33 billion in 2022, and is expected to grow to $41.74 billion by 2031, with a CAGR of 4%. Not only the mature markets in Europe and the United States, but also the emerging markets are growing at a fast rate, indicating that users around the world are investing more budget and interest in their kitchens.
Under this trend, kitchen supplies have become a new battlefield for cross-border e-commerce sellers.
One after another “kitchen pop-up” is being born on TikTok.
Kitchen category is more than just a rag. For example, SUSTEAS small store a grater, half a year burst sales of 8.18 million U.S. dollars; and then for example, air fryers, wall breakers, cheese grater, kitchen sink filters and other products, have also been successful in TikTok “push fire”.
Behind these explosive products in fact have commonality: product highlights, strong design, easy to do content, the price is not excessively expensive, cost-effective. These qualities determine that they can attract people willing to evaluate, but also easy to impress the “brush to buy” consumers.
For cross-border e-commerce merchants, the opportunities in the kitchen category are not only real, but also being amplified. The key lies in whether you can find the “next rag” that has a pain point, can be photographed effectively, and is not expensive.
