Small objects carry great power, and hot products are frequently produced in this niche market

The Hermes of mobile phone cases has an average customer unit price of over 400 yuan and is popular overseas. What is so special about it?

With the increasing frequency of smartphone usage and the speed of updates and iterations, the mobile phone accessories market has gradually prospered and a number of well-known brands have emerged. For example, Shokz, a consumer electronics brand that focuses on sports headphones, and PopSockets, a dark horse in the industry that has become popular with its mobile phone holders, are all shining in the mobile phone accessories market.

Benefiting from the market environment and the increase in consumer demand, the mobile phone case segment has broad prospects in the future. Data shows that by 2029, the global mobile phone case market size is expected to reach US$13.6 billion (approximately RMB 99 billion), with a compound annual growth rate of 3.3%.

While other mobile phone case brands are still competing with low prices to win the market, it has carved out a niche in the North American market with its extremely high average order value. It is PITAKA .

With its unique craftsmanship, it has become popular in overseas markets

PITAKA is a mobile phone case brand founded in 2015 by independent designer Zheng Yanghui and a group of design enthusiasts, material engineers, and structural engineers. Since its establishment, PITAKA has been committed to combining high-tech materials with innovative design to create a distinctive brand. As of 2024, its team size has exceeded 200 people.

At present, the 3C accessories market is extremely inward-looking. Low SKUs and high unit prices can be said to be minefields in the 3C accessories market, but PITAKA has them all, and it only provides services to very few brands such as Apple and Samsung.

It is reported that the PITAKA brand has achieved annual sales of nearly one million, with the highest unit price being nearly 600 yuan. Its breakthrough growth was not achieved through a large amount of advertising at the beginning, but through the overseas crowdfunding website Kickstarter.

On the Kickstarter platform, through multiple crowdfunding campaigns, the brand has reached a group of "unique" consumers. PITAKA has also launched a series of products such as wireless chargers and car mounts, further expanding the brand's product line.

In addition, PITAKA's unique materials and ingenious designs meet the shopping needs of some specific consumers. Even well-known media such as Forbes and BGR, the largest technology website in the United States, are vying to recommend PITAKA mobile phone cases.

In terms of material selection, PITAKA mobile phone cases use aramid fiber, one of the toughest materials in the world, as the core material. Aramid fiber is a material widely used in military and aerospace fields. Aramid fiber is a high-performance composite material that is thin, tough, and has a longer service life.

In terms of process technology, PITAKA has also innovatively developed a floating weaving process, which is the first time in the industry to weave color into aramid fibers, perfectly solving the problem of single color and weaving texture caused by the difficulty of dyeing aramid fibers.

PITAKA adheres to the principles of modernism, believes that design should serve life, and dares to challenge new aesthetics. At the same time, it pays attention to the functionality of the product, puts the user experience first, and strives to achieve excellence.

PITAKA also pays attention to environmental protection, uses environmentally friendly materials for production, and promotes waste-free production processes to control and reduce waste generation from the source.

With extensive presence, PITAKA has reached more than 100 markets around the world

Recently, PITAKA Sunset Woven Case (iPhone 16 series) has become popular again and won the Hot Technology 2024 Five-Star Award for Annual Design Aesthetics.

This time, the sunset woven case is still made of aramid fiber material, and through the pioneering floating weaving process, the beautiful scenery of the sunset is perfectly integrated with the mobile phone case, bringing users a new visual feast.

In terms of social media platforms, PITAKA has a wide layout on social media platforms such as Facebook, Instagram, and YouTube, using unboxing videos and user sharing on these platforms to build a brand effect and attract consumers. It also uses social media platforms to establish connections with high-quality influencers and promote product sales as much as possible by recording unboxing videos.

In terms of sales channels, PITAKA conducts sales through online + offline multi-channel sales. First of all, PITAKA has its own official website, and it is also sold on mainstream e-commerce platforms such as Amazon, allowing its products to reach consumers more widely.

Secondly, PITAKA has also cooperated with many offline retailers, such as Walmart, Best Buy and other retail giants. In some areas, PITAKA also has its own brand stores, brand experience stores, etc., covering a wide range.

The diversified layout also deepens PITAKA's global sales process. According to currently known information, PITAKA's products have been sold to more than 100 countries and regions around the world, and the future is promising.

In fact, not only PITAKA has achieved success overseas, but also CASETiFY, which provides personalized customization services, and Tulas, which is famous for its innovative design and high-quality protection functions, have performed well.

It is worth mentioning that CASETiFY, like PITAKA, attaches great importance to environmental protection. Through recycling and setting up mobile phone case recycling points, these mobile phone cases have become a new product, which not only protects the environment but also builds brand awareness.

CASETiFY is known as the "Hermes of mobile phone cases". Previously, CASETiFY mainly focused on the European, American, Japanese and Korean markets. CASETiFY's products have been sold to more than 180 countries and regions including North America, South Korea, Japan and Europe.

In 2022, its mobile phone case sales reached more than 3 million units, and its total revenue exceeded US$300 million (approximately RMB 2.2 billion). CASETiFY is full of confidence in its future development and has previously set a goal of exceeding US$3 billion in omni-channel sales in 2025.

The profit potential and business opportunities in the mobile phone case market are enormous. Luo Yonghao once said: "You don't make money from selling mobile phones. You can make money from selling mobile phone cases and screen protectors." "Mobile phones are just for making friends, and accessories are business." These words are a bit exaggerated, but they are not without reason.

First, the demand is stable. 75% of smartphone users are using mobile phone cases, which provides huge development space for the mobile phone case market. Secondly, the cost is low. The price of a mobile phone case on an e-commerce platform generally ranges from a few yuan to dozens of yuan, but its cost is not that high. High profits and low risks have attracted a group of sellers. Furthermore, with the intensified competition in the mobile phone market and the continuous improvement of mobile phone performance, the market has gradually become saturated, and the profit margins of mobile phone manufacturers have been compressed, but people's demand for mobile phone cases has not decreased.

In the niche field of mobile phone cases, no matter whether it is a high or low unit price, it depends on quality to break the circle and grow, or on quantity to win. As long as you adapt to the changes in the market environment, firmly establish your own brand positioning, and put users first, you will be able to break the circle and grow.

PITAKA

3C accessories