PetPivot: Content Breakthrough on TikTok, Shenzhen Smart Litter Box Achieves 200 Million Yuan Annual Overseas Sales

Insight into the market pain point that smart litter boxes in the United States are generally priced above 500 US dollars with a penetration rate of less than 6%, the PetPivot team focused on “affordable automatic litter boxes”, spent a year developing a cost-effective product priced at 199 US dollars, and officially entered the US market in September 2024. Different from traditional cross-border brands relying on Amazon, the team accurately grasped the community attribute of TikTok content and took it as the core position for breaking through. In terms of influencer cooperation, strict screening criteria were formulated: only influencers who use manual litter boxes, have a fan interaction rate of no less than 5% and more than 50,000 followers are selected. Adhering to the creative concept of “treating influencers as users and making content warm”, there are no restrictions on content creation. Among them, an American humorous short video titled “Putting a Wig on a Litter Box as a Girlfriend” achieved over 10 million views and an interaction rate of 13%, becoming a landmark content for the brand’s breakthrough. Through scenario-based and emotional content output, it broke the rigid impression of pet products as “functional tools” and integrated products into life scenarios. During the mid-year promotion in 2025, the sales volume of its TikTok Shop accounted for 50%, with the highest daily sales exceeding 1,000 units. The overseas sales volume exceeded 200 million yuan in less than a year, topping the TikTok Shop US pet category.