Niche business opportunities

With more and more sellers flocking to the e-commerce market, every conceivable category, from skincare and clothing to 3C products and outdoor gear, is teeming with talent, making the competition extremely fierce. Against this backdrop, some sellers choose to take a different path and focus on niche products that have received little attention.

Recently, in the automotive and motorcycle category on the TikTok US site, a niche product stood out. With 22,300 units sold in 7 days (from June 5th to June 11th) and a weekly sales volume of up to 668,800 US dollars (approximately 4.8818 million yuan), it successfully topped the sales ranking of the automotive and motorcycle category on TikTok in the US and entered the top five of the total sales ranking on TikTok in the US. 


This黑马 product is a retractable ratchet strap priced between $42.90 and $79.90， which is a product of the American local brand Rhino and is manufactured in China.

As the name suggests, the Rhino Extendable Ratchet Binding Strap is a binding tool that uses a ratchet mechanism to achieve quick tensioning and locking. It consists of a ratchet buckle, a binding strap, and an attachment hook. It is widely used in various scenarios such as packaging and securing goods, and can be used to fix items like tents, sleeping bags, fishing gear, and lifebuoys during outdoor activities. It can also serve as a fixing device during vehicle transportation, securely binding the goods to the roof or the rear of the vehicle. It is particularly suitable for the American consumer market where car culture is prevalent and people also love outdoor activities.

It is precisely because this product perfectly aligns with the consumption preferences of Americans that it was able to become a huge hit with just a few videos. 

The data shows that in the past nearly one month, more than 80% of the sales channels for Rhino's stretchable ratchet straps originated from TikTok influencers. Among them, a TikTok blogger with the nickname @dealswithty posted a video showing how the ratchet straps could be used on a pickup truck. Within just a few days, this video received over 36.7 million views and brought in tens of thousands of sales for Rhino. 

It is worth noting that the title of @dealswithty's product promotion video is still "This is a great Father's Day gift for dads", yet in the comment section, many users stated: "I'm not a father, but I want this." "Mothers also want it." This shows that although the product is relatively niche, there is actually a very wide range of potential demand for it.

Looking at the global e-commerce market, there are many products like Rhino's retractable ratchet straps that focus on niche markets and achieve explosive sales. Many sellers have managed to make a U-turn and gain a competitive edge by targeting specific consumer groups or meeting individualized consumer demands.