14 products dominate Amazon BS list! Multiple brands stand out in the niche market

Not long ago, Google and Kantar jointly released the "Google x Kantar BrandZ China Global Brands 2024", announcing the "Top 50 Chinese Global Brands" and the "China Global Brand Growth Star List". The list covers multiple categories such as consumer electronics, home appliances, automobiles, online fashion, beauty and personal care, electronic product accessories, and art and fashion toys. Well-known overseas brands such as SHEIN, Anker, and AliExpress are among them.

Among these 65 brands, "smart device" brands performed well, accounting for nearly 17%, including Ulike, xTool, petlibro, DREAME, Aiper, EUFY, ECOVACS, Roborock, Insta360, DJI, EcoFLow, covering a variety of products such as home beauty equipment, laser cutting creative tools, smart pet feeders, sweeping robots, swimming pool robots, etc.

At present, smart hardware products have been widely used in many fields such as home, construction, transportation, security, retail, medical, and weather monitoring. With the advancement of technology, the scale of the global smart device market has shown a growing trend. Taking smart home as an example, according to Vantage Market Research, the global smart home market was valued at US$75.36 billion in 2020 and is expected to reach US$423.95 billion by 2028, with a compound annual growth rate (CAGR) of 24.10% during the forecast period.

This article will select some of the above-mentioned overseas brands for analysis, so that readers can clearly understand the paths and models of success of these brands, and also allow latecomers to draw some experience from them, so as to find the right direction in the turbulent tide of going overseas, forge ahead bravely, and open up a world of their own.

Ulike (hair removal device brand): First launched in the US market, achieved sales of 10 million in three months

Ulike is a hair removal device brand founded by Hangzhou Youlai Technology Co., Ltd. in 2013. Its sales exceeded 100 million yuan in the third year of its establishment (2016). In 2019, the trend of going overseas was high, and many domestic brands went to the international market to make money. From electronic products to clothing and beauty, from smart home to food and beverage, Chinese brands can be found in all fields.

At this time, Ulike, which has already firmly established itself as the leader in the domestic hair removal device market, has also set its sights on going overseas, and has chosen North America as its first stop. It is reported that after entering the US market, it won the first battle and achieved sales of tens of millions in just three months.

In the field of beauty equipment, North America is the world's largest market, accounting for about 38% of the market share, and the United States is one of the largest hair removal device markets in North America.

According to Statista, there are about 27.8 million users of hair removal products in the United States. At the same time, according to Magic Mirror Overseas, the value of the hair removal device market in the United States was close to $400 million in 2023 and is expected to reach nearly $600 million by 2030.

In recent years, the online sales share of hair removal devices has increased significantly, with Amazon leading the way. According to data from Magic Mirror Overseas, the sales of hair removal devices on the US Amazon platform in 2023 were US$180 million, a year-on-year increase of 134.8%, accounting for more than 45% of the US hair removal device market.

Ulike entered this platform at the beginning of its layout in the North American market. So far, its performance on this platform is quite outstanding. As of press time, the monthly sales of some single products can even exceed 9,000 pieces.

In addition to selling on third-party platforms such as Amazon, Ulike has also established its own independent website, which is now operating successfully. According to similarweb data, the total number of visits to its website in the past three months reached 3.697 million, with an average of more than 1.23 million visits per month. Most of the traffic comes from the United States, accounting for more than 50%, and the rest comes from the United Kingdom, Germany, and Canada, accounting for more than 6%. Most of its audience is female, but males also account for a large proportion (38.73%).

In fact, Ulike’s official website only has two products, but it can receive millions of traffic every month. One of the reasons is its active social media marketing strategy.

As we all know, independent websites do not have the characteristic of bringing their own traffic , which requires sellers who run independent websites to actively carry out traffic diversion. Social media is an important channel for Ulike to divert traffic (accounting for 24.07 %). In order to bring a steady stream of visits to independent websites, it has done a lot of work over the years. Today, the traffic from social media is almost the same as "paid search (accounting for 25.2%)". The role of social media marketing in storing water is significant.

Currently, Ulike has established accounts on mainstream social media such as Facebook, TikTok, YouTube, and Instagram. Judging from the number of fans alone, TikTok is the most successful, followed by Instagram.

Ulike has two accounts on TikTok: ulikeofficial and ulikeglobal. The total number of followers currently reaches nearly 300,000. Among the two accounts, ulikeglobal has the majority of followers, reaching 283,000. The video content mainly shares the usage and effects of the products, as well as new product launches and discount promotion information.

In general, the number of views of the videos on this account is generally high, with the vast majority of videos reaching four digits, and there are also videos with tens or millions of views, and even videos with tens of millions of views. EchoTik data shows that the account has published 1,500 videos with an average total video playback volume of 256,500.

In China, Ulike has cooperated with celebrities such as Jing Tian, ​​Bai Lu, and Zhang Yuqi to increase brand awareness and boost sales. Overseas, Ulike continues this approach, not only cooperating with a large number of Internet celebrities to promote products, but also working with American entertainment celebrity and actress Kim Kardashian to shoot advertising videos, using her celebrity influence to promote brand communication and product sales.

Ulike has also established two accounts on Instagram, namely ulikeglobal and ulikMalaysia. The total number of followers currently reaches nearly 140,000, and nearly 1,000 posts have been published.

North America and Europe are the main consumption areas for hair removal products due to consumers' emphasis on beauty and personal care, as well as their demand for body hair management. Whether it is through traditional hair removal methods such as shaving and waxing, or using modern hair removal technologies such as lasers and photons, a considerable number of European and American consumers pay attention to and adopt them.

At the same time, people are also happy to share their hair removal products and processes through social media. Take TikTok as an example, the number of works with the relevant tag #hairremoval has exceeded 250,000. The sharp before-and-after comparison has aroused the desire of many people to buy.

According to data from the well-known research institution Spherical Insights, the global hair removal equipment market is expected to reach US$2.7 billion by 2030, with broad market prospects. By then, Ulike will definitely be a leader in the market competition.

As of now, Ulike hair removal devices have been sold to 28 countries and regions around the world, through official online platforms and nearly 1,000 offline stores.

Petlibro (smart pet feeder brand): Top 1 in Amazon’s BS list

The pet industry has always been a popular overseas market. Overseas, not only traditional pet products such as pet clothes, toys, and furniture are favored by pet owners, but smart pet products are also gaining popularity.

Popular markets are mainly concentrated in Europe and the United States. Foreigners have always liked to keep pets and have high purchasing power. The market potential is huge. For Chinese companies, expanding the brand to these countries is undoubtedly the best choice.

The United States is the world's largest pet products market. According to Euromonitor International, the U.S. pet products market size will reach $23.004 billion in 2022, accounting for 48.33% of the global market share.

Therefore, Petlibro also regards the United States as its main market.

Petlibro is a brand of Shenzhen Lemuluo Technology Co., Ltd., which was established in 2019. Although it has only been established for 5 years, its growth rate is extremely rapid. According to reports, its core team comes from the old cross-border e-commerce giant Zebao. This may be an important reason why it can quickly stand out in the market in a short period of time.

Petlibro focuses on the smart feeder subcategory, and also includes automatic drinking fountains, drinking fountain filters, feeder drying bags, feeder trays, etc.

In recent years, as people's pace of life has become faster and faster, in order to better take care of pets' daily lives, the demand for smart pet products has soared. According to a report by Grand View Research, the global smart pet products market size in 2020 is about US$2.74 billion, and the market size is expected to reach about US$10.78 billion by 2028.

Petlibro's products have been sold in more than 40 countries around the world, with its main sales channels concentrated online, including Amazon, Chewy (a pet e-commerce platform), and its brand's independent website. At present, the performance of these sales channels is very good.

According to Amazon, in the past 30 days, more than 3,000 units of many of its products have been sold, and one pet water fountain replacement filter set has even sold more than 10,000 units.

In the BS list of "Automatic Cat Feeders", a smart cat food feeder with a fresh-keeping function and scheduled feeding ranked first. At the same time, Petlibro occupied 9 seats in the TOP 50 list.

Currently, this product, which ranks No. 1 on the BS list of "Automatic Cat Feeders", has received 9,900 reviews, and its "intelligent" function is highly praised by consumers: "Even when you are not at home, this product can keep your pet well fed." Other things they praised include: the product is easy to install and the instructions are well done, making it easy to unpack and assemble.

However, some consumers also reported some issues with battery life and product size.

Judging from its independent website, although it has only been online for 3 years (launched in early 2021), its traffic continues to rise. Similarweb data shows that in the past three months, its total website visits exceeded 1.26 million, with an average monthly visit of more than 420,000, of which more than 58% of the traffic came from its main market, the United States.

The age distribution is mainly in the 25-34 year old group (35.88%), which shows that the younger generation of consumers are becoming the main force of pet consumption. The gender distribution is not too different between men and women, with the proportion of women being only less than 17% higher than that of men.

Analyzing from the traffic source channels, its traffic mainly comes from direct visits, natural searches and paid searches. Among them, direct visits and natural searches account for nearly 55%, which means that Petlibro has formed a certain brand awareness and influence overseas. This is closely related to their emphasis on brand building. For example, in paid search terms, most are brand terms, accounting for nearly 36%.

In fact, in addition to the above three channels, social media also contributed a lot of traffic (accounting for 10.49%), which shows that Petlibro also attaches great importance to social media marketing.

Indeed, Petlibro has established accounts on Face b ook , Instagram , Youtube , TikTok , and X (formerly Twitter), with more than 340,000 followers on the entire network. Among them, TikTok has the most followers, reaching 178,000, followed by Facebook and Instagram, with 90,000 and 71,000 followers respectively.

EchoTik data shows that the account has published 434 videos with an average total video playback volume of 7,000. Most of the content is real-life videos of pets using products.

Like Ulike, Petlibro also relies on Internet celebrities to increase its brand sales and voice. Ayanakarisse, juliewiththebeauty, gigixmeow and others have worked with it. Most of them are bloggers who share pet life stories . The number of fans of these people ranges from tens of thousands to millions.

Blogger hoogie_bear_, who has nearly 5.6 million followers, has worked with Petlibro to promote the Mao Fountain. As of press time, the video has received 1.346 million likes and more than 200 TikTok users have commented on it. This has really boosted product sales and also promoted brand publicity.

Nowadays, in addition to Petlibro, other brands in the smart pet overseas market include CATLINK, Furbulous, PETKIT, etc. Although there are many players, in the overseas market, smart pet products are a relatively less popular category.

First, this sub-category has technical barriers and production wage requirements, and requires a large amount of capital investment, so it is not a category that anyone can do. Second, there are many sub-categories of smart pet products , and currently no company can take the lead in several categories.

Smart pet products include IoT devices such as automatic feeders, GPS trackers, and health detection wearable devices. Currently, the popular subcategories of smart pet products include smart litter boxes, smart feeders, smart water dispensers, pet monitoring cameras, smart collars, smart dog trainers, hair blowers, etc.

In addition, China itself has supply chain advantages, and latecomers can try to find opportunities therein to create a global brand of smart pet products.

Aiper (pool cleaning robot brand): 14 products are on Amazon’s BS list

Currently, there are about 30 million private swimming pools worldwide , and the number is growing at a rate of about 5% per year, with Europe and the United States accounting for nearly 90% of the number. According to the American Association of Pool and Spa Professionals, there are 10.7 million swimming pools in the United States, of which 10.4 million are residential swimming pools.

The huge number of swimming pools has brought about a huge demand for cleaning. However, in Europe and the United States, the high labor costs are notoriously high. This has given rise to the market demand for swimming pool cleaning robots.

According to globenewswire data, the global pool cleaning robot market size was US$750.5 million in 2021, and is expected to grow to US$2.4835 billion by 2030, with a compound annual growth rate of 14.10%.

People who own swimming pools are obviously not short of money, so the products can usually be sold at a higher price. In addition, the rigid demand for this product is obvious, so even though it is a very niche track, there are many sellers eyeing it. Shenzhen Yuanding Intelligent Innovation Co., Ltd. (Aiper) is one of them.

In fact, the pool cleaning robot industry has existed for nearly 40 years and is not a new industry. However, early pool cleaning robots were all wired, and Aiper pioneered the category of wireless pool robots. As a category pioneer, Aiper accounts for more than 70% of the wireless pool robot market and has become the preferred brand of wireless pool robots.

It is reported that the cumulative shipments of Aiper swimming pool robots have exceeded 1 million units, and the products are popular in North America and Europe. Aiper adopts a multi-channel layout approach, not only selling on online platforms such as Amazon and self-operated independent websites, but also entering European and American offline channels such as Home Depot, Lowe's, Walmart, Costco, Sam's Club, OBI, and Leroy Merin. It is the only swimming pool robot brand that has achieved omni-channel layout.

According to GlobeNewswire data, the global pool cleaning robot market size was US$750.5 million in 2021 and is expected to grow to US$2.4835 billion by 2030, with a compound annual growth rate of 14.10%. Aiper ranks among the top three in the global pool robot market and ranks first in the online channel market.

Just looking at the Amazon platform, it is enough to see its strong market competitiveness and huge development potential.

Aiper has 14 seats in the BS list of Amazon's "Pool Cleaning Robot" TOP 100. Among them, a wireless pool cleaning robot with automatic parking function and a usage time of 90 minutes took the BS list TOP 1 in this category. In the past 30 days, more than 8,000 units of this product have been sold, and there are more than 8,000 buyer reviews.

A popular review from the United States gave great affirmation to Aiper's after-sales service. The consumer said that after using the robot for a year, the accessories broke and it could not be used, so he found customer service to solve the problem. He did not have any hope at all, but he received a reply very quickly, and the brand quickly sent replacement accessories.

The performance of the independent site is also good.

According to Similarweb data, in the past three months, the total number of visits to Aiper's website reached 1.429 million, with an average of about 476,000 per month. In terms of traffic contribution, the top three are the United States, France and Spain. Among them, the United States contributed the most, accounting for 36.22%; France and Spain accounted for a similar proportion, both around 18%.

Aiper has such a huge number of visitors, largely due to its huge investment. From the data of traffic source channels, "paid search" accounts for the highest proportion of all channels, reaching 39.36%. Searching for "Aiper" on Google will show a large number of product advertisements related to Aiper, which is enough to show that it has invested a lot in promotion.

However, in terms of audience age distribution, unlike the two brands mentioned above whose audiences are concentrated in the younger age groups, Aiper's audience is mainly focused on the older age groups. Among them, the 45-54 age group accounts for 21.72%, the 55-65 age group accounts for 22.65%, and the relatively young 25-34 age group accounts for only 15.49%. This just shows that consumers who buy such products usually have a certain financial strength.

It is worth noting that among all traffic sources of the Aiper website, social media ranks among the top three, ranking third with a proportion of 14.37%, indicating that its social media marketing is also excellent.

At present, Aiper's account on TikTtok (aiper_official) has accumulated 42,500 followers, which is much less than the above two brands. The main content of its videos is to show the real use scenarios of swimming pool cleaning robots. Echotik data shows that the number of videos posted by this account is relatively small, only 177, with an average total video playback volume of 636.

However, the videos of its collaboration with internet celebrities to promote products have received good views. For example, the video promoted in collaboration with blogger kylekruegerr, who has 4.5 million followers, has received 240,000 views as of press time, with more than 60,000 likes and more than 1,100 comments on the video.

Currently, there are relatively few players in the pool cleaning robot market, and the market concentration is high. A large part of the reason is the same as that of the smart pet track: high technical barriers and capital investment requirements. As long as these two problems are solved, this category still has opportunities.

Aiper

Petlibro

Ulike