Dominating the top of the US and Asia sub-categories, it is making a comeback in the niche track!

Nowadays, the e-commerce industry, especially cross-border e-commerce, has become increasingly inward-looking . After the domestic dividends have been "eaten up" and there is little left, many brands have begun to actively explore the overseas blue ocean market. Driven by this trend, brands going overseas have become increasingly popular.

It is understood that most brands usually choose hot tracks such as beauty and skin care, electronic consumer products, sports and fitness, and smart home products when they first go overseas. Some brands do not follow the usual path and specifically challenge niche tracks for trial. However, unexpectedly, the "niche track" that people generally believe in has brought huge business opportunities to these brands......

Among them, ORORO is one of the typical representatives.

ORORO bravely enters the "electrically heated clothing" track

Public information shows that ORORO was founded in 2015 and is affiliated to Longis Co., Ltd. It has multiple trademark registration records in China. At present, it has developed into one of the leading brands in the electric heating clothing market.

After years of hard work and innovation, ORORO's product line covers basic electric heating clothing such as jackets, vests, hoodies, etc., electric heating accessories such as gloves, socks, insoles, etc., as well as other professional outdoor products.

With the explosive sales of ORORO products, electrically heated clothing has become known to more and more consumers in recent years. At the same time, more companies and sellers have noticed the infinite possibilities of this niche market.

Initially, ORORO ventured into the electric heating clothing market in order to cope with the extreme weather conditions that often occur in the United States, and the reason for its subsequent firm choice of this market was that it was inspired by the brand Columbia.

It is understood that ORORO chose to enter the US market first, and the country often encounters cold currents from the Arctic, as well as severe weather such as hail and rainstorms. In this case, locals, especially outdoor travel enthusiasts, are in urgent need of warm clothing. After discovering this market gap, ORORO founder Mark Hu came up with a bold idea - to launch the brand's flagship product, electric heating clothing.

However, due to the imperfect technology at that time, it was still difficult to ensure the convenience and safety of the product during use. Take the famous brand Columbia for example. Its electric heated down jackets were widely welcomed by consumers when they were first launched in 2013, and the sales volume was particularly impressive. However, due to fire accidents, they were eventually forced to remove the products from sale and recall all the products that had been sold.

After this major incident, many brands did not dare to continue testing the waters in this field, but ORORO, after learning from the above lessons, quickly realized the real market demand.

According to ORORO, "'Heavy on warmth, light on breathability' is a common problem with electric heating clothing in the past, which makes the upper body stuffy and uncomfortable. If we can develop a piece of clothing that is lightweight, breathable, waterproof, warm and safe, it will surely set off the entire electric heating clothing market."

Roll up your sleeves and get to work. In 2016, ORORO launched its first electric heated jacket, which immediately became the sales champion in the Amazon sub-category.

Global sales exceeded 2 million, ORORO is a hit overseas

If you search for "Electrically heated suit" on Amazon , you will find that many of ORORO's products have very impressive sales.

Take ORORO's hot-selling electric heated vest as an example. It is priced at $149.99, with nearly 10,000 reviews and an overall score of 4.6. It is worth mentioning that this product ranks first among the best-selling products in Amazon's women's hiking and outdoor leisure clothing.

So far, the global sales volume of ORORO's electric heating suits has exceeded 2 million pieces. In addition, in January and February this year, ORORO was listed in the "Top 100 Chinese Cross-border E-commerce Brands Influence List".

In fact, ORORO has become the leader in the electric heating clothing market due to the following reasons.

On the one hand, in terms of product details, ORORO uses high-tech fabrics developed by Lycra, combined with carbon fiber heating materials, to maximize the product's electric-thermal conversion efficiency and waterproof insulation. At the same time, its lithium battery and charger have also obtained UL international certification, fully guaranteeing product safety.

In addition, ORORO has designed a series of products such as electric heating cushions, electric heating waist bags, electric heating vests, etc. for different consumers such as outdoor sports groups, the elderly, and women.

On the other hand, in terms of marketing strategy, ORORO did not choose a single social media platform, but achieved full development through diversified layouts such as Amazon, independent websites, TikTok, Instagram, YouTube, etc.

Through searching, we found that the brand mainly relied on Amazon and independent websites to operate its products in the early days. After the rise of social media, it also opened official accounts on platforms such as Facebook, Instagram, TikTok and YouTube, and released targeted pictures, texts or videos based on the advantages of each platform to promote its products and attract consumer attention. Currently, ORORO has the most fans on Facebook, with 43,000.

Many dark horses emerge in niche segments

At present, the clothing market has become relatively saturated in the entire overseas market, with clothing giant SHEIN in the front and Halara, Cider, Urbanic, LovelyWholesale, etc. in the back, which are enough to support most of the market. Therefore, for other brand sellers, if they want to rely on the clothing market to gain popularity overseas, they may have to find another way.

JJ's House has successfully become popular overseas by leveraging its niche categories in the clothing market.

It is understood that JJ's House was established in Suzhou in 2010 and started as an independent website. It mainly sells wedding dress products. Its sales channels include not only independent websites, but also well-known platforms such as Amazon and eBay. Institutional data shows that in 2023, the global net sales of JJ's House's independent website will be approximately US$336 million, ranking first in the same category worldwide.

There is also the brand Cupshe, which achieved annual revenue of US$250 million from the swimwear category.

According to data, Cupshe was founded in 2015 and initially entered this niche market because it noticed the market gap of the surge in demand for swimwear products among European and American consumers. Today, many of Cupshe's products are among the top ten on Amazon's BS list, with annual sales of up to $250 million, making it one of the best-selling swimwear brands in the North American market.

In addition, another Hanfu brand, NewMoonDance, has become popular overseas in recent times.

NewMoonDance mainly sells Hanfu clothing of different dynasties and styles. Its main products include spring, summer and winter Hanfu. To meet the preferences of users, its product line has also extended to hair accessories, shoes, bags, etc. Data shows that its independent website can sell 500 orders in one hour, with revenue of more than 60,000 US dollars.

In general, in recent years, the fashion apparel market has been crowded with brands that entered the market early. If sellers still want to continue to get a share of this popular market, they may wish to learn from the experience of the above brands and try the subcategories in this market, and perhaps they can find new business opportunities. Similarly, sellers can also choose to deepen their cultivation in other subcategories in the red ocean market, such as beauty and skin care, and electronic consumer products.