MANILA, Philippines – HONOR Philippines has emerged as a major player on TikTok Shop, using the platform’s tools to boost sales, engagement, and brand presence.
The smart device brand recorded a 1.7x performance increase in the fourth quarter of 2024 compared to the first three quarters, securing its spot among TikTok Shop’s Top 20 brands in the Phones & Tablets category. HONOR ranked #13 overall, driven by exclusive discounts, viral content, and well-timed product launches.
One of its key strategies was offering discounts, such as 10% off for the HONOR X9b during regular sales and up to 30% off with TikTok Pay Later. This flexible payment option lets buyers shop now and pay later in installments of up to 12 months. These deals helped HONOR achieve a 174% growth in gross merchandise value (GMV) in Q4 2024.
HONOR’s approach extended beyond pricing strategies. The brand strategically timed product releases, such as the HONOR X7c during the 11.11 Paskong Panalo Sale, to coincide with high-traffic shopping periods. By optimizing product listings and showcasing key features, HONOR boosted Shop Tab GMV by 114% and tripled non-affiliate GMV.
Content played a huge role in this growth. HONOR ramped up live selling efforts, streaming for an average of 12 hours daily. The result? A 400% increase in Live GMV during the 12.12 Paskong Panalo Sale and an eightfold quarter-on-quarter revenue jump.
Engaging with trending TikTok content also helped HONOR connect with consumers. Viral challenges and short-form videos drove higher interaction rates, with one successful session recording a 17.72 gross profit margin (GPM).
Beyond organic reach, HONOR maximized TikTok’s ad ecosystem with Product Showcase Ads, Video Shopping Ads, and Live Shopping Ads. This ad-driven strategy resulted in a 4.5x return on ad spend (ROAS) and placed HONOR among the top 11 brands in the Phones & Tablets category during the 12.12 sale.
“Our strategic approach to TikTok Shop’s ad solutions has been instrumental in reaching the right audiences and driving impactful results,” said Stephen Cheng, Vice President of HONOR Philippines. “By leveraging data insights and optimizing our campaigns, we’ve strengthened our visibility and customer connections, setting the stage for continuous growth.”
HONOR’s success on TikTok Shop highlights how brands can blend technology, marketing, and content to drive e-commerce performance. As digital retail continues to evolve, the company’s data-driven approach sets a benchmark for success in the competitive smart device industry.
What do you think about HONOR’s TikTok strategy? Let us know in the comments!
