The Runner’s Favorite Sandal Brand – How a Thai Brand “Touched” Customers’ Hearts via TikTok Shop

06/16/2025

Unlocking the Success Case

3 Factors Behind Ving's Success on TikTok Shop

Starting with "Solving Problems," Not Just Creating Products

The core of Ving lies in developing products from customers' real pain points, not just for coolness or trends. The products must be truly functional in real-world situations.

Effective Livestreaming = Admins Must Be Able to Answer Questions

Because shoes are a product people have many questions about, the brand must train its admins to have in-depth knowledge and answer questions professionally to build customer confidence.

Utilizing All Tools to Display Products to the Right Audience

From advertising systems to participating in various marketing campaigns, the brand uses every feature of TikTok Shop to expand reach and build credibility.“Running a marathon in sandals” may sound impossibleBut not for Ving, a Thai brand created by Thai people who dared to think differently and made it happen. Ving became Thailand’s first marathon-running sandal brand, making waves from casual runners to elite athletes worldwide.The key drivers behind this success? Passion, a deep understanding of customer problems, and a well-integrated marketing strategy—both offline and online—especially leveraging TikTok Shop to effectively reach modern consumers. P1086330 (2).JPG

From Programmer to Health-Focused Sandals Brand Founder

Before founding Ving, Watee Vichienanich worked as a programmer. His background in technology and systems thinking shaped his approach to product development through Design Thinking—starting with a deep understanding of consumer pain points and creating solutions that not only look good, but perform well in races and everyday life.

From Personal Pain Point to Global Business Idea

Ving didn’t start in a boardroom—it began with pain.Watee, the founder, was running a marathon in Buriram in 2019 when his sneakers caused severe blisters halfway through the race.

“I couldn’t keep running, so I had to alternate between walking and jogging. Eventually, I bought a pair of flip-flops from a convenience store and finished the race in those.”

That experience sparked the development of “sandals you can truly run in.” Today, Ving offers multiple models—covering needs from marathon running and plantar fasciitis recovery to hiking and daily wear. Their hero model, Nirun, even helped a runner win the 2025 Khon Kaen Marathon with a time of 2 hours and 18 minutes—marking the world’s fastest marathon time in sandals.

TikTok Shop: From Entertainment Channel to Full-Funnel Commerce Solution

While Ving’s growth stemmed from product excellence, the shift to online marketing was the game-changer.

“We knew our customers were on TikTok, but they didn’t know us yet. So we started with content, then moved into livestream selling,” said Watee.

Initially, when TikTok Shop wasn’t available, the brand posted videos to raise awareness. But once TikTok Shop launched, it unlocked much more than just sales—it provided an end-to-end toolkit: product showcasing, livestreaming, shoppable video, seamless payments, and order tracking. This allowed the brand to focus on what matters most—product development.

Ving’s Livestreaming Secret: No Need for Gimmicks—Just Expertise and Honest Answers

While many brands push hard with flashy sales tactics and aggressive promotions, Ving takes a different path—educating and answering customer questions seriously.Shoes come with plenty of questions—sizing, usage, model suitability—so the livestream MCs are trained to answer as many questions as possible during the live session to close sales effectively.

“We train our admins to be advisors, not just salespeople. When customers are about to buy a 1,000+ THB pair of sandals in a livestream, they need to feel confident. So we offer straightforward information—no hard selling,” Watee explained.

This reflects an important lesson:

“A great livestream doesn’t need to be flashy—just knowledgeable and sincere.”

Tech-Powered Selling: Use the Right Tools, Don’t Do Everything Manually

Another major factor in Ving’s success is their full utilization of TikTok Shop tools, including:

GMV Max – Automates ad campaigns by targeting the right customers at the right time based on ROI settings.
Live Special – Boosts visibility and credibility through consistent participation in campaigns.
TikTok Shop Mall – Verifies Ving as an official store, preventing counterfeit issues and building buyer trust.

Watee believes in actively joining platform programs, as he sees them as powerful mechanisms for increasing product visibility and precisely reaching the right customers.

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