Narrow catalog
We don't list everything that might sell. Pieces enter the catalog because we use them, we trust them, and we think a US kitchen would be better with them in it. The catalog stays small on purpose.
Haomu Goods is the operating name of 深圳毫牧科技有限公司 (Shenzhen Haomu Technology Co., Ltd.), a Shenzhen-based cross-border home goods company. We curate kitchen and home objects and sell them in the US exclusively through TikTok Shop.
Haomu started with a simple frustration. The home goods market is full of catalogs that grow forever and houses that never stop adding SKUs. Most of those catalogs aren't curated in any meaningful sense — they're inventories of whatever might sell this quarter.
We wanted to make a house that stayed small. A catalog where every piece had been picked on purpose. A voice consistent enough that a customer could trust the next piece before they read about it.
The category came from looking at what people on TikTok actually showed in their kitchens — the tools that made the cooking better, the small objects that made the room feel like home. We focus on that. Not the technical equipment used in restaurants. Not the trendy gadgets that sell once and disappear. The objects that stay.
We don't list everything that might sell. Pieces enter the catalog because we use them, we trust them, and we think a US kitchen would be better with them in it. The catalog stays small on purpose.
Real kitchens, real cooks, real use. The five-account network produces daily content because cadence matters on TikTok — but the production never becomes staged. If we can't show it, we don't shoot it.
Most of what makes the house run never shows in a video — supply relationships, fulfillment quality, the internal data tooling that tells us what's working. That's where most of our investment goes.
For a long time, US shoppers found new kitchen objects through cooking magazines, slow word-of-mouth, or the occasional viral product on a marketplace listing. That's shifted. The next pan, the next storage solution, the next small home object now gets found through short-form video — on a phone, late at night, in a five-second clip that lands.
TikTok Shop in the US is where that's most concentrated. The operating model that wins there looks fundamentally different from traditional cross-border home goods sellers. The work is harder. The upside is real.
We made an early decision to focus exclusively on TikTok Shop in the US — not spread thin across channels or marketplaces. That focus shapes every part of the house, from sourcing to content rhythm to the internal tools we maintain.