HSIA
Transforming HSIA's self-operated TikTok Shop from just 3% to over 25% of total revenue, with self-operated GMV growing by 500% in under 3 months.
+500%
Self-Op GMV Growth
3%→25%
Self-Op Revenue Share
<9%
Zero-Output Rate
The Challenge
HSIA, a premium lingerie brand, was over-reliant on affiliate-driven sales with self-operated channels contributing just 3% of total TikTok Shop revenue. High zero-output rates (27%) in live sessions indicated fundamental operational inefficiencies that were burning budget without returns.
Our Approach
TGen conducted a thorough operational diagnostic of HSIA's TikTok Shop, identifying the root causes behind their low self-operated channel performance. We then rebuilt the live streaming operation from the ground up — restructuring schedules, retraining hosts, and implementing data-driven product selection protocols.
- Conducted comprehensive diagnostic of HSIA's TikTok Shop operations, identifying key bottlenecks in self-operated live streaming performance.
- Restructured live streaming schedules to align with peak audience activity windows, reducing zero-output sessions from 27% to under 9%.
- Trained and deployed dedicated live hosts specialised in lingerie product presentation and customer engagement.
- Implemented data-driven product selection for live sessions, prioritising high-conversion SKUs.
- Established weekly performance review cycles with actionable optimisation recommendations.
The Results
In under three months, HSIA's self-operated channel transformed from a marginal contributor to a core revenue driver — growing from 3% to 25% of total TikTok Shop revenue, with monthly self-operated GMV exceeding £12K and zero-output rates dropping from 27% to under 9%.
+500%
Self-Op GMV Growth
3% → 25%
Self-Op Revenue Share
27% → <9%
Zero-Output Rate
£12K+
Monthly Self-Op GMV
3.2x
Conversion Uplift
"The transformation in our self-operated performance has been remarkable. TGen didn't just improve our numbers — they built a sustainable system we can scale."
Brand Manager
HSIA, HSIA
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