Foreigners "dig" out hot products from a small mountain town in China and earn tens of millions of dollars a year!

With the wave of global e-commerce development, it is no longer a rare thing for Chinese brands to achieve explosive sales overseas, but it is relatively rare for foreigners to become popular overseas by selling products with "Chinese elements".

The shampoo soap brand Viori is a typical example.

Americans incorporate "Chinese elements" into shampoo soap

As we all know, in order to increase their visibility, there are many domestic brands that label themselves with "overseas" related labels. However, there is a brand founded by an overseas couple - Viori , which focuses on "Made In China" for its promotion and has achieved considerable success in the overseas market.

Public information shows that Viori was founded in 2019 by an American couple, Bryce Fisher and Tszman. The origin of the brand can be traced back to Bryce Fisher and Tszman's trip to China.

In 2013, the couple visited an ancient village in the mountains of Longsheng Terraces in Guangxi. While walking there, they met the Red Yao people who have lived here for centuries. What shocked them was that the women here all had beautiful long black hair, and even the elderly around 80 years old did not have a single gray hair.

Out of great curiosity, they asked the Red Yao women about the secret of hair care. After an in-depth communication, they learned about the very ancient hair care method of the Red Yao, which is to first pick the unique rice from the Longsheng terraces, then add water to ferment it for a few days, and then add grapefruit peel, tea bran and herbs to mix it into shampoo to wash the hair.

This travel experience, especially the local people's hair care secrets, made Bryce Fisher and his wife unforgettable even after returning home. The couple wanted more women around the world to understand and even use this hair care product and have healthy and black hair like the Red Yao women, so they came up with the idea of ​​starting a business.

In 2019, the brand Viori was born. According to the official website, Viori uses the Longsheng rice purchased at high prices from the Red Yao people as raw materials to make natural shampoo soap, and quickly entered the overseas hair care market. At the same time, in order to protect the natural ecological environment of Longsheng Mountain and inherit the traditional culture of the Red Yao people, Viori also returns at least 5% of the additional profits to the local tribe.

Relying on its natural and highly effective hair care effects, as well as labels such as "traditional Chinese culture", "Chinese elements" and "Made In China", Viori products have been well received and trusted by overseas consumers since they were launched on the market. To date, its sales have been considerable.

Viori is popular in North America, with annual sales exceeding 10 million US dollars

According to the display on the official website, Viori products are mainly shampoo soaps, which are suitable for all dry, neutral and oily hair types. There are also other products such as conditioners, body moisturizers, scrubs, etc. The scents include limited cranberry vanilla, citrus, floral, sweet musk, etc., which meet the needs of most female consumers.

Among the more than 110,000 reviews on the official website , more than 90,000 of them are five-star reviews. Among them, a curly-haired lady commented, "My daughter has the same hairstyle as me, and we both like this brand's shampoo and conditioner." Others commented, "I finally feel that my hair has become very clean and smells good," "After using the shampoo soap, my hair is very smooth and sparkles under the light. It smells good and has healthy ingredients. It is a creative and environmentally friendly brand." "I really like Viori shampoo soap. Now I even feel that new hair has grown in my sparse hair. I will never buy bottled shampoo again. "......

With the recognition of countless consumers, Viori products have achieved explosive sales overseas. Data shows that the brand's main consumer market is concentrated in North America, and its current annual sales have exceeded 10 million US dollars.

It must be said that Viori's success in gaining popularity in overseas markets with a small piece of shampoo soap is mainly due to the promotion of traditional Chinese culture.

First of all, Viori has grasped the respect and expectation of European and American consumers for Eastern culture. Its official website is mainly black, supplemented by red, which fits in with the mysterious feeling of Eastern culture. In addition, pictures of the Red Yao people and local natural scenery are used as publicity, which not only enhances the brand's sense of luxury, but also greatly attracts the attention of overseas consumers.

Secondly, the appearance design of Viori products is very Chinese. The appearance of shampoo, moisturizer and conditioner are all in the shape of mooncakes, and even the outer packaging is a square paper box or a handmade bamboo basket.

Viori is also good at telling consumers the story between the brand and traditional Chinese culture. The combination of multiple factors has enabled consumers to build a sense of trust between it and the brand.

In addition, Viori has also worked hard on marketing channels. At present, the monthly visits to its independent website are basically stable at more than 200,000. It has also opened official accounts on Instagram, Facebook and TikTok for large-scale promotion. Among them, the TikTok account has more than 40,000 followers and more than 300,000 likes. It also has its own store on the Amazon platform, and shampoo soap has repeatedly become a best-selling product in this category.

Products with “domestic elements” are popular among overseas consumers

In fact, what the Viori brand sells to overseas consumers is not just products, but also an "exotic cultural experience."

In recent years, driven by cultural trends, products that have become popular overseas with the help of "Chinese elements" have continued to emerge. For example, after a Chinese tea was revamped, it achieved sales of 25 million US dollars in the United States in just two years.

It is understood that this tea belongs to the brand Tea Drops, and its founder is Sashee Chandran, a mixed-race girl born in the 1980s. Since Sashee has been interested in tea culture since she was a child, she likes both Assam black tea and chrysanthemum tea. However, she finds the traditional way of making tea very cumbersome, so she came up with the idea of ​​blending whole tea leaves into ground plant fibers and making them into various interesting shapes that can be dissolved instantly.

This innovative method not only retains the original fragrance of tea, but is also very convenient to brew. Therefore, the Tea Drops product has caused a wave of enthusiasm among overseas health-conscious groups as soon as it was launched. According to Rocketreach, the brand is currently selling well in many overseas countries, and its annual revenue this year will reach 20.6 million US dollars.

In addition, there are many products with Chinese characteristics that are very popular among overseas consumers, including Chinese-style clothing such as Hanfu, horse-faced skirt, cheongsam, etc., and Chinese tea sets such as teapots, teacups, tea pets, etc.

From the above-mentioned cases of popular brands, it is not difficult to see that traditional oriental culture and ancient legends and stories are very attractive to overseas consumers. In this context, if sellers can dig deep into Chinese characteristic products, or incorporate more traditional Chinese culture when building brands, selecting products, and selling products, they may be able to open the door to new markets faster and help products sell well.