After SHEIN, a group of new forces play a leading role in the segmented tracks!

  As the focus of the overseas industry gradually shifts from the single "hot products are king" model to the "brand overseas era", more and more sellers are beginning to abandon the "one trick to eat all the fresh food in the world" sales mentality, and have unanimously embarked on the road of building brands with long-term business thinking.

However, after experiencing the ups and downs of cross-border e-commerce, there are only a handful of sellers who can successfully ride on the "fast ship" of brand expansion and stand in the center of the stage. What secrets of their success can we learn from?

According to the "2024Q4 TOP30 E-commerce Overseas Brand Social Media Influence List" released by OneSight, we can find that not only well-known brands such as SHEIN and Savi continue to lead the way, but also many industry leaders have emerged, such as men's clothing, cosmetics, wigs, Rubik's Cube, etc.

These brands have either received strong support from capital, or have become the profit growth point of old and popular brands, or have focused on niche markets. With their unique advantages and characteristics, they have rapidly risen in the European and American markets and quietly occupied a place in the market. Obviously, the strategies of these high-quality brands are effective.

In the bloody sea of ​​clothing, SHEIN leads the way, but men's clothing also emerges

When talking about the apparel market, many people's first reaction is "too competitive", but we have to admit the huge potential and market size of the apparel market. Despite the competitive challenge of "competitiveness", there are still a number of gold diggers eager to seek business opportunities in this red ocean.

They choose niche markets and take advantage of China's powerful supply chain. They successfully occupy a place for themselves in overseas markets by virtue of their advantages such as keeping up with trends, diverse styles and low prices, and also add some "money" prospects to this bloody track.

In the list, SHEIN still leads, followed by 9 clothing brands that also performed well, including some well-known excellent brands: Cider, as a leader in the field of plus-size women's clothing, has steadily reached 6 million monthly visits with its precise market positioning and high-quality products; Halara, a brand focusing on sports and leisure clothing, has frequently launched popular products with its unique design and comfortable wearing experience, and it is not uncommon for single products to exceed one million in monthly sales; Commense, as a fast fashion women's clothing brand invested by ByteDance, has a rapid development momentum, and its monthly visits have now successfully exceeded the 2 million mark; and the light luxury home brand LILYSILK, with its ten years of deep cultivation in the overseas market, has stood out from the many fiercely competitive DTC silk brands and is far ahead.

In addition, in the segmented track, some brands have stood out with their own characteristics and advantages and occupied a leading position, such as DokiDoki, a brand focusing on Cosplay clothing, and three clothing brands under Savi, Avidlove, EKOUAER, and Coofandy (men's clothing).

Since its establishment in 2019, Hangzhou-based Cosplay clothing brand DokiDoki has focused on the small and beautiful Cosplay clothing market. Its product line covers multiple categories such as clothing, shoes, wigs, accessories, etc. Soon after entering the US market, DokiDoki quickly gained a foothold with prices far below the market (most products do not exceed US$10) and a full range of supporting peripherals. Its independent website has achieved a monthly traffic of 800,000.

As the world's largest Cosplay market, the United States accounts for nearly 28% of the market share, with a large market and little competition. The success of DokiDoki is probably based on two aspects. First, it often catches the potential of popular IPs, such as Genshin Impact, League of Legends, and Japan's Demon Slayer, and launches a series of products that are favored by overseas consumers.

Second, in terms of marketing, DokiDoki builds emotional connections through the core strategy of KOL + UGC, understands the current preferences of Cosplay enthusiasts, produces products that meet the current market demand, and successfully converts them into sales. At the same time, programmatic advertising is carried out online, and DokiDoki holds comic exhibitions offline to connect with consumers, thereby capturing loyal fans.

Today, DokiDoki has become the leading brand in the American Cosplay market. Previously, an organization estimated that the Cosplay clothing market will reach $23 billion by 2030. It is not difficult to see the future development space of DokiDoki .

In this list, Savi is at the top of the list, with three of its brands on the list, namely the underwear brand Avidlove , the homewear brand EKOUAER , and the men's clothing brand Coofandy .

Sellers who have been deeply involved in the cross-border circle know that it is not easy to successfully build a brand, but Savi has been able to create more than 60 influential brands, which shows its profound "brand internal strength". In the fierce competition in the clothing red ocean, Savi has become a "hot-selling product manufacturing machine".

Avidlove is an underwear brand that Savi entered the market of sexy underwear. As the saying goes, "the name suits the person", the underwear under Savi mostly show hot and unrestrained personality . Whether it is the official website or social media marketing, the brand mainly displays sexy and hot pictures, which are very impactful at first glance.

Searching for “ Avidlove ” on Amazon , you can find that the brand’s products dominate the BSR of the underwear category. It is not an exaggeration to say that “nine out of ten” products have monthly sales of over 10,000.

The key points that make this brand stand out are also: first, the diversification of its products, which cover bras, panties and other categories, and there are many materials, colors and styles to choose from. Second, it has a very high cost performance. Since its establishment, more than 70% of Avidlove's products have been priced below US$22.

At the same time, the brand is also reaching a wider audience through social media marketing. In many posts, in addition to the brand word #Avidlove, it is also being spread through hashtags such as #babydoll and #girlpower, so as to subtly implant the brand into the minds of users.

Nowadays, with the opening up of social concepts, sexy lingerie has gradually evolved from the initial niche to being accepted by the public, and Avidlove has also grasped the traffic code with its keen market insight and is at the forefront of the lingerie track.

Unlike Avidlove , the homewear brand EKOUAER mainly uses videos to showcase the comfort and wearing experience of its homewear. This marketing method coincides with the expectations of European and American consumers for homewear. On the other hand, the brand is also committed to offering highly competitive prices to attract a large number of customers. Data shows that in 2023, more than 70% of the brand's orders in the United States came from repeat customers, which shows its brand influence and customer loyalty.

On Amazon, EKOUAER 's products have monthly sales of over 10,000, and occupy the top 10 of the Best Seller list in each sub-category. The hot sales of products directly promoted the significant growth of brand revenue. In 2023, its brand revenue reached 1.286 billion yuan, becoming one of the brands in the Savi brand matrix with annual revenue exceeding 1 billion yuan.

The purchasing power of female consumers cannot be underestimated, and men's attention to personal image is also increasing, which has also given rise to a large number of online demands. Savi sensed business opportunities and early entered the men's clothing market, launching the men's clothing brand Coofandy, which focuses on business, leisure, sports and other scenes.

In 2023, the brand's sales successfully exceeded 1.4 billion, and in September of the same year, it was ranked among the top Amazon Marketplace sellers, ranking 15th on the US site. On Amazon, Coofandy has also maintained its leading position, ranking in the top five of BSR.

A closer look at the brand reveals that it has launched several hits, such as men's white short-sleeved shirts with monthly sales of more than 40,000, and suits priced at $70 that top the best-selling list. In addition, 87% of consumers gave 5-star reviews after purchasing the products in 2023.

As the only men's clothing under Savi, Coofandy's advantage is its affordability and comfort. Its product prices are mostly between US$19 and US$119, meeting the needs of different consumers. Coofandy tends to use low-saturation colors and classic patterns to meet the aesthetic preferences of male users. At the same time, the SKU setting pursues simplicity and clarity, and the product title directly highlights key information such as materials and functions, making it easy for users to quickly understand the product features. In terms of marketing, it mostly cooperates with various types of influencers through the "composite influencer cooperation strategy" to cover user groups from different circles.

In fact, in recent years, many categories related to men have gradually become active. Previously, Vuori , an American brand focusing on men's yoga clothing , won multiple rounds of financing, Dr.Squatch, an American men's beauty brand, became popular with men's soap, and KastKing, a Chinese fishing gear brand, ranked first in the North American online fishing gear sales list. After "Black Myth: Wukong" swept the world, the co-branded game was snapped up overseas, and even the co-branded controllers were sold out.

Each case is enough to prove the rise of the male consumption wave . Statista also predicts that the global men's clothing market will reach US$573.5 billion in 2024, and the compound annual growth rate will reach 2.76% between 2024 and 2029.

Looking at the brands under Sewei, we can find that most of them have a policy of running on both Amazon and independent websites, and they can keep prices relatively low by relying on the supply chain. In terms of marketing, Sewei Times mostly pursues a dual strategy of cooperating with KOLs and user-generated content. Taking Instagram as an example, users have shared more than 500,000 times under the tag #Ekouaer, mainly sharing various styles of home wear.

Moreover, most of their independent sites have organic traffic, such as Ekouaer's independent site, which has an organic traffic share of 80%, and the men's clothing brand Coofandy's independent site, which has direct traffic of 51.26%, indicating that their SEO optimization and brand awareness are gradually improving.

Taking brand image building as its foothold, telling the brand's story through richer video sharing and clothing matching content, not focusing on low prices but on consumer needs, achieving the goal of selling goods and making money while establishing brand barriers, this may be one of the reasons why Savi has been able to successfully build its brand.

New forces play a leading role in the subdivided track

Apart from the clothing category, the brands that made the most appearances on the list are mostly wig and makeup brands in the beauty and personal care category, such as UNice and Luvme , and SHEGLAM, a makeup brand launched by SHEIN , is also on the list. In addition, the magic cube brand GANCUBE and the painting pen brand Ohuhu are also on the list.

In the personal care and beauty category, all the wig brands that are popular both inside and outside the country are on the list. Unlike the wig brand Rebecca that made its fortune earlier, these wig brands have already set their sights on overseas markets and have now become the leaders in the North American wig market.

Among the major overseas lists, Luvme and Unice have the highest voices. Although their founders are from the south (Guangzhou Hete) and the north (Henan Xuchang), they have become industry leaders in the past 10 years. Although OQHair, Sunber, and BAISI are rising stars, they have also successfully established a foothold in the market. Take OQHair as an example. While establishing a high-end image with a high customer unit price strategy, it has further consolidated its leading position in the market. On TikTok, one of its star products has achieved a monthly transaction volume of up to US$550,000, even in the product off-season.

For a long time, wigs have been difficult to associate with brand users, but these leaders have changed this situation. As we all know, natural traffic is an important dimension to measure a brand's awareness, and social media is the biggest driving force for expanding brands and winning traffic.

UNice has increased brand exposure by cooperating with influencers on platforms such as YouTube and Facebook, and the influencers mainly create videos from the perspectives of "product display, how to use, how to maintain", etc. The results are very obvious. Taking YouTube as an example, the video viewing time on its platform has reached nearly 3 million minutes, with a cumulative number of views of 2.03 million. In terms of conversion rate, about 160,000 people put products into the shopping cart every quarter.

Luvme is focused on building a core influencer matrix, targeting the most popular influencers in the field of mid-waist wigs. Through video mode, it achieves single-volume conversion through direct brand display, wig usage tutorials, and bloggers' real experience. At the same time, it interacts with influencers in various ways, and generates brand exposure and sales through styling challenges.

It is not difficult to find that such brands mostly use platforms with the best display effects and influencer effects as their main social media marketing platforms. In addition to publishing daily product content such as product trials, influencer promotions, and wig effects, brands also enhance interaction with fans through interesting content related to children and parent-child relationships such as "children's hairstyles" and "hair memes."

Another important reason why these wig brands can become popular overseas is the problem of hair loss. Although people in China complain about their serious hair loss, in fact, compared with foreign countries, it is nothing. When it comes to hair loss, middle-aged and elderly white men are the first to bear the brunt, and among European countries, the most famous country for hair loss is the United Kingdom.

However, when it comes to the demand for wigs, it must be black women. "Small curly hair, difficult to grow long, easy to fall off", these factors together make wigs one of their must-have items.

In terms of cosmetics, SHEGLAM, a beauty brand under SHEIN, took the third place on the list. It is reported that the brand was divided into an independent brand website by SHEIN in 2020 and went overseas with beauty products. In just over 4 years, the brand has expanded from Europe and the United States to the Indian market and has captured millions of fans.

SHEGLAM's product line is quite rich, covering multiple categories such as pre-makeup, foundation, eye makeup, etc. It still follows SHEIN's previous strategy of high cost-effectiveness, with prices mostly ranging from US$2 to US$21. With a wide range of categories, its product line has grown from the initial dozen items to thousands of SKUs.

In fact, in the beauty category, there are quite a few brands going overseas, including Huaxizi, Klaiyi and other beauty brands, which are often frequent visitors to the overseas list. However, among affordable beauty brands, only SHEGLAM has made it through the siege, which shows the remarkable aspects of its brand strategy.

In the early days of its overseas expansion, SHEGLAM chose to cooperate with James Charles, a top celebrity in the beauty industry. Through a video titled "Try to use SHEIN products to do a full makeup", it successfully aroused the audience's interest in "SHEIN also has cosmetics?" The nearly 10 million views also successfully brought the brand into the consumer's field of vision.

It is understood that this video covers multiple dimensions such as evaluation, product price comparison, and makeup results, which not only allows consumers to understand SHEGLAM and its products, but also helps it successfully break through the circle. Later, SHEGLAM frequently displayed photos taken with celebrities on its social accounts. A large number of videos co-produced with celebrities all inserted products, which successfully built its own brand barrier.

In addition to the above categories, many brands have shown good development trends in the segmented tracks.

" Ohuhu is so popular! " In 2023, its GMV exceeded 90 million US dollars, successfully standing out from the unpopular track and occupying the top position in the painting tool circle. Ohuhu, backed by Qian'an Technology , was founded in 2010 and mainly produces painting supplies such as markers and watercolor paints.

Ohuhu has the largest market share in both Amazon US and Europe . After entering the Indian market in 2021, it has created annual sales of 1.36 million US dollars, successfully ranking among the top 5 sales of Amazon India. On Amazon US, many of its products are firmly in the BSR TOP50 of sub-categories, and the proportion of 5-star reviews for some of its products is as high as 85%, which shows its high market recognition.

But initially, Qian'an Technology was just a distributor, but its CEO He Ding realized the importance of branding: "A big company can only be established because of its brand." The focus on branding led to the now popular Ohuhu .

Ohuhu can be seen in all major lists , and it has created a record of selling over 10,000 hits. The success of Ohuhu is not accidental. It not only relies on high-quality products to gain a firm foothold in the market, but also has made its brand name known through excellent social media marketing and influencer sales strategies.

Taking YouTube as an example, the brand chose to cooperate with a KOL in the field of painting (Gawx Art, a creative artist with 2.11 million fans), which not only demonstrated the practicality of the product, but also attracted a large number of fans through interesting video content. The "word-of-mouth effect" brought by this Internet celebrity, coupled with Ohuhu's precise marketing strategy, directly led to an explosion in brand sales.

How much can a small Rubik's Cube sell for? GANCUBE is a brand that has raised the price of Rubik's Cube from tens of yuan to nearly a thousand yuan, and has successfully broken the label of low price of conventional Rubik's Cube. Since its birth, GANCUBE has been focusing on improving the user experience of competitive Rubik's Cube, but those who are familiar with it know that the distance between competitive Rubik's Cube and consumers seems a bit far.

Therefore, many people are not optimistic about its sales, but this is not the case. Even though the price is high, it is still liked by many people. In China, its products are priced between 99-1,000 yuan, with an average sales volume of more than 4,000 orders. Overseas, GANCUBE's smart Rubik's Cube is also growing very strongly. On Amazon Germany, Spain, and France, GANCUBE's smart Rubik's Cube ranks first in the category. In 2023, the company's annual revenue will reach hundreds of millions of yuan.

GANCUBE's success is due to a combination of many aspects. It does not focus on the youth group, but chooses the middle-aged group with greater purchasing power; it does not focus on light Rubik's Cubes, but understands user needs and makes products with a heavy feel; it quickly launches new products and runs its own competitions to build its brand, which also makes it stand out among a number of competing brands.

Today, it is no coincidence that one after another unknown brands have become leaders in their subcategories after years of development. They have also proved with their strength that only by keeping up with market trends, continuous innovation, and accumulating private domain traffic can they stand out in the fierce competition.

In the future, I believe that more Chinese brands will be inspired by the successful ones, explore overseas markets and write their own success stories.

SHEIN

Brand Overseas

Segmented Track