We Hit #1 On TikTok Shop (Then Got Invited To Their HQ) — Transcript

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1. 0:02It was such a joy to see all of your
2. 0:05videos go viral.
3. 0:06>> I know, it's really I know, like right
4. 0:08before Super Brand Day, too. So, it was
5. 0:09so good.
6. 0:10>> You guys actually had like the top four
7. 0:12videos across the entire platform those
8. 0:14three days.
9. 0:22I wonder if you could also share any
10. 0:23breakthroughs you gained through TikTok
11. 0:25Shop.
12. 0:26>> Our digestive enzyme is number one
13. 0:28product on shop. We are coming for the
14. 0:30fiber category, and we are really all in
15. 0:32on TikTok.
16. 1:12We're here in Seattle with my best buddy
17. 1:14Vlad over here from Categore. Dude's a
18. 1:16G. Vlad is KGB from Russia.
19. 1:20Now, Vlad owns a huge supplement brand.
20. 1:22He owns Categore, which is a big
21. 1:24longevity brand that crushes and is the
22. 1:26number one longevity brand in the US.
23. 1:28Correct?
24. 1:28>> Absolutely.
25. 1:29>> [ __ ] yeah. It's the best. And we just
26. 1:31got to work out in. We're going to go
27. 1:32film a podcast at TikTok. We're having a
28. 1:35little breakfast. Get the morning
29. 1:36started. We're also meeting with Costco
30. 1:38here in Seattle. Pitch some new
31. 1:40products. Work on that relationship. So,
32. 1:42it's going to be a good good day.
33. 1:44>> He has no idea anything about this like
34. 1:45podcast that's happening today.
35. 1:47>> It's a seller podcast. I think they're
36. 1:49asking us questions about our shop
37. 1:50experience, like what we're going to be
38. 1:51doing, what our plans are for growth,
39. 1:54why we like TikTok Shop. What else,
40. 1:55Vlad?
41. 1:56>> I think it's basically their idea of
42. 1:57trying to educate the clients
43. 1:58specifically why TikTok is a great place
44. 2:00and just [ __ ] throw stories. How Fish
45. 2:02and Chips made their brand big on on
46. 2:05TikTok, made their new arrivals super
47. 2:07brandy and now they're biggest on
48. 2:09probiotics and then crushing and retail
49. 2:11and basically establishing and moving
50. 2:12the same relationship to Costco or some
51. 2:14other brands that story. So, I think
52. 2:15that's a good cool opportunity to to
53. 2:17meet with TikTok and build relationship
54. 2:19as well.
55. 2:19>> So, I met Vlad about 4 years ago.
56. 2:21>> Three.
57. 2:22>> Three years ago. At the time he had like
58. 2:24a smallish Amazon business and in that
59. 2:27last 3 years he's grown to have the
60. 2:28number one NAD in the US, the number one
61. 2:31longevity brand in the US. He crushes on
62. 2:34TikTok, he's crushing on Amazon, he's
63. 2:36about to go nationwide in retail. Dude's
64. 2:39smart as hell and he's 29.
65. 2:41>> Yeah.
66. 2:43>> Vlad thinks I'm mentoring him, but
67. 2:44really I'm learning from Vlad.
68. 2:46>> Logan is okay, you know. I'm learning a
69. 2:48lot from Logan every day, all day.
70. 3:03All right, enjoy the the podcast.
71. 3:05>> All right, well, I'll let you know.
72. 3:06>> All right, nice to meet you, too.
73. 3:08>> Nice to see you, guys. How was
74. 3:10breakfast?
75. 3:11>> Breakfast was good. Well, good
76. 3:12breakfast.
77. 3:13>> Good to see Vlad.
78. 3:14>> Good to see Vlad. It was funny running
79. 3:15into Vlad everywhere I go.
80. 3:17>> We did not prearrange this.
81. 3:18>> No.
82. 3:19>> No, no, we just
83. 3:20>> He was on the podcast yesterday.
84. 3:21>> He is, but we me and him didn't arrange.
85. 3:23>> No, yeah.
86. 3:24>> like sitting at breakfast
87. 3:25>> Listen this morning at the lobby,
88. 3:26>> you know,
89. 3:28>> 6:00 a.m. eating breakfast by myself.
90. 3:29Someone taps you on the back, you want
91. 3:31to go for a run? And turn around and
92. 3:32it's Vlad.
93. 3:52>> So, what's Vlad's brand exactly?
94. 3:54>> Canopy Growth.
95. 3:55>> What is CataCore?
96. 3:56>> Longevity supplements. It's our main
97. 3:57thing. It's NAD. You know what NAD is?
98. 3:59>> No.
99. 4:00>> It's a supplement for for guys like me.
100. 4:02>> What what is it good for?
101. 4:04>> So, NAD is like a uh something in your
102. 4:06body that like you have a lot of as
103. 4:08you're younger and as you get older it
104. 4:09like starts to deplete out of your body,
105. 4:11but I think it's good for like
106. 4:12everything. Recovery, mental health.
107. 4:15>> Getting it too young, you don't need it.
108. 4:17>> So, I'll learn about it in like a decade
109. 4:19or two.
110. 4:35>> Nice to meet you, Dallas. My name is
111. 4:36Nina.
112. 4:36>> Good to see you. How are you?
113. 4:37>> to see you.
114. 4:38>> Likewise.
115. 4:38>> How are you guys doing?
116. 4:40>> Good.
117. 4:40>> Doing good.
118. 4:41>> Okay.
119. 4:41>> all right if they film this podcast?
120. 4:43>> Of course.
121. 4:44>> Sweet.
122. 4:44>> I already asked.
123. 4:46>> Oh.
124. 4:47We still need your
125. 4:47>> Yeah, we need our badges.
126. 4:57Oh, wow. This is sick.
127. 4:58>> Yeah, it's really nice.
128. 4:59>> This is a cool view.
129. 5:10>> one spot and you guys got it in less
130. 5:12than three, four.
131. 5:14>> Did you get that, Will?
132. 5:18>> And then I think that another thing that
133. 5:20your team is doing really well in terms
134. 5:22of operations is that you keep an eye
135. 5:24out for things that are trendy.
136. 5:27Your team actually optimizes the product
137. 5:29pages maybe like once a week.
138. 5:31>> Right.
139. 5:31>> With any trending keywords, you always
140. 5:34refresh the PDPs with like new arrivals,
141. 5:37SBD.
142. 5:38>> Right. We're constantly testing,
143. 5:40tweaking.
144. 5:41>> Honestly, I think that that's what's
145. 5:42killing it because for us the ACE
146. 5:45podcast is actually around assortment,
147. 5:47content and empowerment.
148. 5:49>> Okay.
149. 5:49>> So the fact that you guys innovate your
150. 5:50products so that they're TikTok
151. 5:52friendly.
152. 5:52>> Yeah.
153. 5:53>> And then the content that you're
154. 5:54creating with your creators, it's just
155. 5:57>> It all ties together.
156. 5:59Okay. Awesome.
157. 6:00>> It was such a joy to see all of your
158. 6:02videos go viral.
159. 6:03>> I know. It's really
160. 6:04I know, like right before Super Brand
161. 6:06Day, too. So good.
162. 6:07>> You guys actually had like the top four
163. 6:09videos across the entire platform those
164. 6:11three days.
165. 6:12>> That's crazy.
166. 6:14I know, really the timing of that was
167. 6:16really well. We have like a whole this
168. 6:17big creator trip next week, like 100
169. 6:19creators going to like Aruba. But the
170. 6:21time, like the timing of this is so
171. 6:23good.
172. 6:24>> Yeah, all girls. We're going to get a
173. 6:25bunch of interviews as well. The videos
174. 6:27that are going to come out of that trip
175. 6:29are going to be generational.
176. 6:44>> What kind of questions we got on there?
177. 6:46>> All kinds of questions, Will. Would you
178. 6:47like to hear one? How do you take a post
179. 6:49that's already working and turn it into
180. 6:50something that keeps driving results
181. 6:52over time? Spark ads, TikTok shop, ad
182. 6:54solutions. My answer is figure out
183. 6:57what's working that we share with
184. 6:58creators. And then incentivize creators
185. 7:00to keep pushing it. We have a very
186. 7:01engaged creator community.
187. 7:03>> Can't say it by name though, can we?
188. 7:05>> What, creator's corner?
189. 7:06>> Yeah, can we?
190. 7:06>> Yeah, [ __ ] yeah. I'm dropping that [ __ ]
191. 7:08in.
192. 7:20>> What's one thing that sellers should do
193. 7:22to prepare for deals for you days?
194. 7:24>> I think one maybe like overlooked thing
195. 7:25that sellers probably aren't thinking
196. 7:27about would be inventory allocation. Our
197. 7:29experience has been when things go on
198. 7:31TikTok shop, they just really go. And if
199. 7:33you're not prepared with inventory, if
200. 7:35you don't have inventory on hand, you'll
201. 7:37lose your momentum, you'll lose your
202. 7:39creators. So I think having proper
203. 7:41inventory levels is really critical.
204. 7:43>> Managing all three channels takes a lot
205. 7:45of coordination. How do you align your
206. 7:46product, creator, content, and marketing
207. 7:49teams to make sure that these channels
208. 7:51are actually working together rather
209. 7:52than separately?
210. 7:53>> That's a great question. So, over the
211. 7:55past year and a half, we have invested
212. 7:57heavily into growing our internal TikTok
213. 7:59team and reorganizing a lot of our
214. 8:01marketing team to be very TikTok shop
215. 8:04focused. We've shifted innovation to be
216. 8:06TikTok forward innovation. We used to be
217. 8:08very focused on, "Okay, whatever's
218. 8:10working on Amazon is how we're going to
219. 8:12innovate." And now we're focused on
220. 8:13actually what is going to work on TikTok
221. 8:15first. That's driving our innovation,
222. 8:17which is then driving our marketing and
223. 8:20how we think about business in general.
224. 8:21>> For new product testing, do you focus
225. 8:23more on visual appeal or product
226. 8:25functionality?
227. 8:26>> Our stance on this has changed a lot
228. 8:27over the last year since TikTok came
229. 8:29out. It used to be visual appeal was
230. 8:31like irrelevant to us. Now, of course,
231. 8:33efficacious products is like, you know,
232. 8:35it goes without saying you have to have
233. 8:36really good products or you'll never
234. 8:37win, but the visual appeal is more
235. 8:40important than it's ever been. So, you
236. 8:41know, having unique capsules or unique
237. 8:43technology or products, like I said,
238. 8:45that you pour on food and visually you
239. 8:47see it working. Like that is absolutely
240. 8:49critical. And so, we are innovating
241. 8:51around what's going to work on TikTok
242. 8:53now from a visual appeal and efficacious
243. 8:55standpoint. And then, what we've
244. 8:57realized is like when you have that
245. 8:59visual appeal on TikTok with a good
246. 9:01product and you have the infrastructure
247. 9:03behind it to drive creative, to drive
248. 9:06the community, to get everyone fired up,
249. 9:08you get that community going, and then
250. 9:10you have the GMV max, the inventory, the
251. 9:12support that, the operations behind it.
252. 9:14That's when you win, and that's when
253. 9:15things just like explode.
254. 9:17>> I'm happy to hear it. Can't wait to see
255. 9:18what Positions Choice does during our
256. 9:20next Deals for You Days.
257. 9:22>> Me, too. We're going to blow it up.
258. 9:40>> Thank you.
259. 9:41>> Thank you like really thank you Mike for
260. 9:43being so funny.
261. 9:46>> That was good.
262. 9:46>> Thank you so much.
263. 9:48We are so excited that you featured us.
264. 9:51>> Sorry for taking so long.
265. 9:54>> Hey at least you guys are set up now, so
266. 9:56that's good.
267. 9:56>> Yeah.
268. 9:57>> Right?
269. 9:57>> Well, until we get kicked out in like 30
270. 9:59minutes.
271. 10:01>> Yeah, you too. Thank you so much. Thank
272. 10:03you guys for getting us all set up.
273. 10:04Appreciate it. Yeah, see you guys.
274. 10:22>> I will see you guys. Enjoy your lunch
275. 10:25and thank you so
276. 10:26>> Thank you Monita. That was great.
277. 10:27Appreciate it. You crushed it.
278. 10:37Just went to lunch with Vlad and the
279. 10:39TikTok team. A couple of the TikTok
280. 10:41executives took us out to lunch. Had a
281. 10:43good lunch. [ __ ] Vlad ordered the
282. 10:45whole menu, so I ate way too much
283. 10:46Chinese food, which I never do and now
284. 10:49I'm dragging ass, but I'm about to power
285. 10:51through some YouTube videos here with
286. 10:53Will. Suck it up. Move on. Here we go.
287. 10:57Bang.
288. 10:59All right, what else? How was the
289. 11:01podcast? Like how did it go?
290. 11:02>> I thought the podcast went really well.
291. 11:04They love Physician's Choice TikTok
292. 11:05does.
293. 11:06>> Yeah. Hearing Monita really like hyped
294. 11:08us up.
295. 11:08>> She loves us. She's a great account
296. 11:10manager though and she loves us and they
297. 11:12love Physician's Choice cuz we're
298. 11:13leaning in with them and we've been the
299. 11:15number one brand on shop like, you know,
300. 11:16on and off for the past few weeks. DE's
301. 11:19crushing it. I mean we got a great
302. 11:20partnership going with TikTok. I could
303. 11:22not be happier about how that meeting
304. 11:23went. But yeah, that was sick. The
305. 11:24TikTok office was cool. That was a good
306. 11:26experience. It's always good to get that
307. 11:28kind of face time in with them and lean
308. 11:29in with your big partner, so I'm happy
309. 11:31how that went.
310. 11:32>> Hell yeah. All right. We're going to
311. 11:34write some YouTube here, right Dallas?
312. 11:35Dallas getting some behind the scenes
313. 11:36before he goes home.
314. 11:38>> Oh,
315. 11:38these two are filming each other. Film
316. 11:40off.
317. 11:40>> Film off.
318. 11:42It's just about the nerdiest thing
319. 11:43you've ever said.