Merach US’s $37M playbook

1. Who is Merach US, and what are the numbers behind their growth?

Merach US is a fitness‑technology company founded in 2018 by ex‑Alibaba e‑commerce executive Luo Weibo and fitness‑equipment veteran Xue Youwei. Merach US designs smart home‑fitness devices (rowing machines, treadmills, bikes, etc.) and packages them as lifestyle accessories.

Merach entered the US market by positioning itself as an American‑facing fitness brand and set up a branch in California, describing itself in press releases as the “Dell of fitness equipment”. The company’s mission is to make high‑quality, affordable exercise equipment accessible and to encourage healthier lifestyles

Timeline of Merach US’s growth:

2016 — Merach is founded in Hangzhou, Zhejiang, China.
​2021 — Merach begins exploring overseas expansion, targeting markets such as the US and Europe.
​2023 — Merach US TikTok Shop launches, with early experimentation in content, affiliate marketing, and creator seeding. Internal data indicate 2023 overseas revenue grew ~180% year-over-year.
​2024 — Merach US builds a dedicated livestreaming team focused on US home-gym environments. During Black Friday 2024, the brand streamed for 394 hours and achieved single-session GMVs exceeding $200K.
​2025 to present — Merach US continues scaling creator/affiliate volume, deepening livestream operations, and optimizing top-selling SKUs for sustained growth.

Best-selling product on TikTok Shop: Adjustable Ab Trainer with LCD Monitor, which generated $13.03M lifetime revenue and 197.5K sold units.

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Key numbers since their launch on TikTok Shop:
​Total Sales Volume: 577.3K
​Revenue: $37.35M
​Products/SKUs: 52
​Creators: 10.1K
​GMV (Sept 2025): $2.96M
​Units Sold (Sept 2025): 39.6K units

2. Merach US's TikTok Shop breakthrough

When TikTok Shop debuted in the US in 2023, Merach US quickly realized that winning required creators. Instead of competing on price, the American fitness brand invested in content-driven affiliate marketing, teaming up with thousands of micro-influencers who shared unboxing videos, workout demos, and product reviews. Each creator earned tiered commissions based on reach and engagement, fueling rapid brand awareness among fitness enthusiasts.

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In addition to their affiliate strategy, by March 2024, Merach US replicated Douyin’s (China’s version of TikTok) livestream playbook, building immersive “home gym” sets and hosting 394 hours of live selling during Black Friday Cyber Monday, with single-session GMV topping $200K. The turning point came that summer when the Adjustable Ab Trainer with LCD Monitor went viral, selling 26.9K units and generating $1.6M in just one month.

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Within TikTok Shop’s first year in the US, Merach US ranked among the platform’s top 20 highest-grossing sellers, a testament to how fitness meets storytelling on social commerce.
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3. Winning strategy: What sets them apart?

a. Micro-influencer and affiliate engine – Merach US partners with thousands of micro- and mid-tier creators (10K–50K followers), using variable commissions and link-in-bio placements to drive high-engagement, conversion-led sales.

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b. Live-streaming commerce at scale – The brand built US-style home-gym studios and streamed hours during promotions, turning workouts and demos into real-time shoppable experiences. Expert hosts played a crucial role, proving that strong on-camera storytelling is what makes live commerce take off.

c. Localized product innovation – Merach US tailors its equipment for Western users, with its Adjustable Ab Trainer leading sales thanks to its foldable design, built-in LCD monitor, and affordability.

d. Promotional and community-driven engagement – Frequent promotions like the “October Special Sale” and hashtag campaigns (#AbsWorkout, #SummerBody) keep audiences active and loyal.

4. Takeaways for brands

Leverage micro-influencers and affiliates – Mid-tier creators (10k–50k followers) drive high engagement at lower cost, and Merach’s collaboration with hundreds of them generated 90% of TikTok Shop sales.
​Build a hybrid short-form and live-streaming strategy – Pre-recorded videos deliver reach, while livestreams create real-time engagement, demos, and urgency, especially during shopping festivals.
​Localize products and messaging – Merach US customized its equipment for Western body types and preferences, showing that product-market fit is essential for conversion and brand loyalty.

_{5. The future: what’s next for Merach US on TikTok Shop & social commerce?}

Going forward, Merach US is doubling down on social commerce, with TikTok Shop driving $37.3M in GMV and 576.9k units sold. Affiliates remain the engine of growth, contributing over 70% of sales. The brand will expand product lines like the NovaWalk W50, enhance gamified fitness through apps like FantomFite, and scale livestreaming with local hosts to build community. Customer feedback will guide logistics and support improvements, while omnichannel retail (including Amazon and Walmart) will complement TikTok-driven sales for long-term growth.

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