Annual sales of 3 million pieces! CASETiFY is a big hit

Have you heard of the CASETiFY brand? Recently, it has appeared quite frequently in major social circles, such as unboxing by passers-by, blogger reviews, and celebrity models. With a small mobile phone case, it has maintained a doubling of growth and profitability every year for more than 10 years since its establishment, with an average annual sales volume of more than 3 million mobile phone cases. It is also known as the "originator" of customized mobile phone case brands on social media. Do you know how it did it?

3 million units sold in one year , CASETiFY is popular among millennials

CASETiFY was founded in Hong Kong, China in 2011. It is currently one of the world's largest and fastest-growing electronic technology brands in terms of revenue. It mainly produces electronic accessories including mobile phone cases. It has currently launched more than 300,000 SKUs and sells its products to more than 180 countries and regions around the world through independent websites, Amazon and other platforms and offline stores . The United States, Europe, Japan and South Korea are its main markets.

Since the brand was founded, more than 80% of its sales have come from online purchases. Of its total revenue, the United States, Japan, and South Korea each account for 1/3 of its sales. Its products were initially mainly iPhone cases, and later expanded to Samsung and Android phone cases . At the same time, it has successively launched electronic product protective cases such as Airpods , watch protective cases, lanyards, wireless charging pads and other electronic accessories.

Unlike the core selling point of general mobile phone case sellers, CASETiFY did not seize the market with low prices. The price of a single mobile phone case is between 50 and 150 US dollars. However, even at such a high price, many consumers are willing to pay for it. In the eyes of consumers, CASETiFY can not only customize exclusive mobile phone cases, but also has excellent quality and technology, and there are many styles to choose from, such as design models and co-branded models.

Consumers' love for the product has boosted CASETiFY's sales and profits. It is understood that its annual sales of mobile phone cases exceed 3 million pieces, and its annual revenue has grown exponentially and has continued to make profits in the 10 years since its establishment.

In terms of marketing, it mainly relies on social media and has captured a large number of fans. Among them, there are 2.7 million fans on INS, 1.84 million fans on Facebook, and 492,000 fans on TikTok. Although there are only 9k fans on Youtube, the top five views of its historical works have exceeded 2 million views.

As for CASETiFY, what is the secret to maintaining such good performance?

On its platform , you can not only see a wide range of high-value mobile phone cases, but also choose templates, colors, styles, and font designs in the personalized design section , which just meets the user's desire for a unique mobile phone case. Secondly, in terms of product materials and quality , it has launched a series of products such as impact-resistant, recycled plastics, and bamboo fiber .

On the other hand, when searching for "Phone Case" on the Amazon platform , the screen is filled with black, white and gray phone cases. The emergence of CASETiFY seems to foreshadow new consumer demands.

It is understood that among its purchasing users, millennials account for one-seventh . By understanding the preferences of consumer groups and successfully converting them into high sales , it has launched a series of products in collaboration with well-known brands such as Yohji Yamamoto and Sacai, singers and stars such as Pharrell, BTS, BlackPink, and well-known IPs such as NBA and Disney, attracting young people to buy while enhancing the brand's influence and popularity. To this end, the brand has also developed a special APP to release a series of co-branded products.

In addition, it also conducts marketing through offline flash mob events. For example, after the joint release with the Korean girl group BLACKPINK in 2021, the brand held an offline flash mob event in Hong Kong, China. The event site provided many scenes from BLACKPINK's MV, which attracted many fans and users to check in and share on social platforms.

At the same time, CASETiFY has also created a designer platform where designers can upload their designs. If they are adopted by the platform, they will receive a share of the sales. In addition to adopting the UGC model at the production level, it can also leverage the influence of some designers and KOLs when selling.

Also selling mobile phone cases, the overseas brand CASETiFY is doing very well overseas, but the hot-selling Gemtek seems a bit "down and out".

Who is better, the technical one or the appearance one?

In its earlier released 2021 performance forecast, Gemtek, which specializes in mobile phone case business, showed that its revenue was about 720-740 million yuan, with a profit of 24-31 million yuan, and its net profit after deducting non-operating items was expected to be a loss of 4-8 million yuan!

2021 is the first year for the company to report its annual report since its listing, but the results reported so far are not good. In the financial report for the first quarter of 2022, its revenue was 184 million yuan, its net profit was negative 9 million yuan, and its net profit after deducting non-recurring items was negative 19 million yuan, with net profit continuing to decline.

As a supplier of Huawei, GMT's products are mainly focused on technology research and development, that is, anti-drop and waterproof. For example, its self-developed Defense series mobile phone cases have multiple anti-drop systems. However, as the scale grows, the average salary growth of GMT's sales staff once exceeded that of technical staff, and the energy spent on research and development has also been decreasing year by year.

In terms of appearance, JMET's mobile phone cases are mainly practical, simple, mechanical and tough, and this style is also considered by many domestic sellers to be a mobile phone case that is relatively in line with the aesthetic style of European and American consumers.

But the emergence of CASETiFY seems to have broken this rumor. Different from the tough style of JMET, which is called "technical", CASETiFY's colorful and highly designed mobile phone cases are called "beauty-oriented" by many consumers.

Comparing the two, JMET's revenue mainly relies on suppliers, among which it is highly dependent on its buyer Huawei. Huawei 's purchase volume in 2019 once accounted for 45.57% of JMET's sales. In the same year, JMET's domestic sales accounted for more than its foreign sales; while CASETiFY is directly facing C-end consumers . Although its sales channels have now expanded to Tmall stores, Amazon stores and independent sites still account for a relatively high proportion, and its main customer base is Apple and Samsung series with a relatively high market share.

Obviously, although the two products are of the same category, their styles and routes are very different. However, it is precisely this difference that may make sellers aware of more different development routes for mobile phone cases and explore huge business opportunities that have not yet been tapped.

Survey data shows that more than 75% of consumers will buy mobile phone films and mobile phone cases immediately after purchasing a mobile phone. Among consumers who buy mobile phone cases, in addition to the need to protect the mobile phone body, they also have personalized needs. Some people even collect mobile phone cases as a hobby. The reason why most mobile phone cases attract consumers is that they are diverse in style and can be customized. It is estimated that by 2022, the demand for smartphone protective cases will exceed 1.5 billion.

For sellers, the mobile phone case category has a fast pace of new products and fierce competition, which is a great test of sellers' understanding of market consumption preferences. Therefore, if you want to better conquer the mobile phone case market, expand the category, focus on design and demand; periodically incubate hot products, conduct real-time market research, and pay attention to the portrait of potential hot products of mobile phone cases; open up traffic entrances, optimize from the two dimensions of activities and search traffic, and convert sales from driving store traffic. It is particularly important to grasp these three key points.

Revenue

CASETiFY

Phone Cases