Born in Huidong county of Huizhou, known as the "China Women's Footwear Production Base," Xiaojie, a post-2000s second-generation factory owner, has been exposed to raw materials, design development, and manufacturing processes since childhood. Earlier this year, he opened a shop on TikTok Shop. Just four months later, one of his niche leopard-print shoes unexpectedly surged to a daily sales peak of 1,000 pairs.

In 2012, Xiaojie's mother, Wen, and her husband opened a women's shoe factory. In 2023, Wen began selling on Shein and Temu, which helped keep the factory running but still fell short of its full production capacity. This year, Xiaojie turned to TikTok Shop. "We make fast-fashion women's shoes, and our main consumers are young women aged 25 to 35. They are active online, have strong purchasing power, and align well with TikTok's user base," he said.

Leopard print has been a long-standing fashion trend in the United States. On TikTok alone, videos tagged with "leopard print" exceed 300,000. In August this year, TikTok fashion creator @torijflow featured Xiaojie's shoes in her content, showing how they look when worn and commenting, "They look expensive, but they're a great deal." Her video garnered more than one million views, further boosting attention and sales of the product.

Another pair, white floral lace ballet flats, has also gained popularity among TikTok users thanks to the current "balletcore" trend on American social media. TikTok creator @brisfavss praised  the shoes for their soft material that doesn't cause blisters, calling them her favorite purchase on TikTok Shop. In the comments, one user even expressed a desire to wear them at her wedding.

Beyond meeting overseas consumers' aesthetic preferences, Wen believes that great value for money is another key reason behind the shoes' success on TikTok Shop. Thanks to their own manufacturing capacity, the shoes are affordably priced, typically between 10 and 15 US dollars (70-100 yuan).

Today, sales of shoes produced by Wen's factory continue to rise across cross-border e-commerce platforms. On TikTok Shop alone, over 50,000 pairs have already been sold, accounting for around 30% of the factory's revenue and becoming its fastest-growing sales channel. The mother and son hope to ride the momentum of TikTok Shop to build their own brand and expand more deeply into global markets.

广东“00后”厂二代把小众豹纹鞋卖成美国爆品

出生于惠州惠东县这个“中国女鞋生产基地”，00后“厂二代”小杰从小接触原材料、款式开发和生产流程。今年年初，他在TikTok Shop上开了店铺，没想到四个月后，一款小众豹纹鞋竟在平台上冲到日销千双。

2012年，小杰的母亲阿文和丈夫一起开了一家女鞋厂。2023年，阿文先后进驻Shein和Temu，生意能维持工厂运转了，但要满足工厂的生产体量，还远远不够。今年，小杰把选择落在了TikTok Shop上，“我们做的是快时尚女鞋，消费群体主要是25-35岁的年轻女性。这个群体在网上活跃，有消费力，跟TikTok的用户群非常契合。”

豹纹是美国长期流行元素，在TikTok上，仅带有“leopard print（豹纹）”词条的视频就超过30万条。今年8月，TikTok时尚博主@torijflow 主动推荐这款鞋。她在视频中展示豹纹鞋上脚效果，“看起来很贵，但到手很划算。”这条视频播放量超过100万次，进一步带动了这款鞋的关注度和销量。

店铺另一款白色蕾丝烟花纹芭蕾鞋也因契合当下美国社交媒体上“芭蕾风”潮流，受到不少TikTok用户喜爱。TikTok达人@brisfavss称这双鞋面料柔软，不会把脚磨出水泡，是她在TikTok Shop买到的最喜爱的鞋。她的视频评论区里，有用户留言称想在婚礼上穿这双鞋。

除了符合海外消费者的审美，阿文认为质价比高也是鞋款能在TikTok Shop上卖爆的重要原因。因为自有工厂的生产优势，鞋子价格不贵，普遍在10-15美元之间（人民币70-100元）。

现在，阿文工厂生产的鞋子在跨境电商平台上的销量逐步上涨。仅TikTok Shop就卖出了超过5万双鞋，贡献了鞋厂三成左右的营收，已经成为增长最快的新渠道。母子俩希望借着TikTok Shop的势头，做出自己的品牌，真正走向海外市场。

文丨杭莹　
图丨受访者提供
翻译丨曾敏
审校丨赵凡