Digging deep into overseas niche culture, it sold like hot cakes in the United States!

Under the background of global economic downturn, people's disposable income has decreased, and consumption downgrade has become a major trend. However, at this time, the desire for self-pleasing consumption has become stronger, and the sales of products such as lipstick and small jewelry have continued to rise.

Under the influence of this trend, many beauty and jewelry brands have been very active. Among them, a domestic niche jewelry brand has quietly entered people's field of vision.

With monthly sales of $400,000, it is a best seller in the United States

For cross-border sellers, jewelry products have natural advantages in overseas sales: light weight, cheap shipping, high repurchase rate and considerable profits. As the relevant market continues to heat up, many domestic sellers have joined the market, and the protagonist of today's article, Aporro , is one of them.

According to data, Aporro was founded in 2017 and is a DTC jewelry brand under the fast fashion e-commerce company Alta Technology. Just three years after its establishment, it has achieved a monthly sales of 400,000 US dollars. The key to its entry into the overseas market in such a short time lies in its unique "charm".

Different from traditional jewelry brands, Aporro's style seems to be more "unconventional." "Challenging the traditional jewelry industry with subversive ideas and exploring fashion aesthetics in the trend" is the unique brand attitude implemented in APORRO's product design.

Looking at all kinds of products under Aporro , we can see that their designs all reveal a strong street style. Although these earrings, rings and necklaces do not quite conform to the aesthetics of Chinese people, they are very suitable for the popular niche culture in the West. It is precisely because of its strong brand style that it has firmly grasped a group of American users who love hip-hop culture.

Entering Aporro's official website, you can see that its website decoration is highly consistent with the product style. The banner image on the homepage shows a person who looks like a rapper, and wearing around his neck is Aporro's recently launched Dragon Year limited necklace.

As a trendy brand mainly targeting young people, Aporro also has its own ideas in pricing strategy. Generally speaking, the price of Aporro's products generally ranges from US$60 to US$400. Although it is much lower than luxury brands, this price is definitely not cheap.

In Aporro's opinion, instead of selling goods at low prices and engaging in price wars, it is better to focus on polishing the design and craftsmanship of jewelry. This not only ensures profits but also allows consumers to enjoy better products.

In addition to polishing the product, Aporro also put a lot of effort into telling the product story. After all, a good product story can bring great added value to the product.

On the brand story page, Aporro said that the inspiration for its brand name came from the ancient Greek sun god Apollo, who is meant to lead lost people to find their destination. The same is true for Aporro's brand concept, which is to lead a group of like-minded people to an ideal destination together.

By exploring overseas cultural connotations and deeply linking street fashion elements with local cultures of various countries, Aporro has created a series of unconventional original items. These products have further narrowed the distance between the brand and consumers, and even won the favor of many overseas celebrities.

Previously, the media discovered that Aporro accessories have appeared on people such as American pop queen Billie Eilish, OG rapper TYGA, and hip-hop queen Vinida.

Aporro is well versed in brand marketing , with efforts made both online and offline

The founder of Aporro once said in an interview: Create a Chinese brand from all aspects that truly captures the minds of European and American users.

In order to achieve this goal, supporting marketing promotion must be in place. As of now, the Aporro brand has been radiating more than 100 countries and regions including North America, Eastern Europe, Western Europe, Australia, South America, etc., and has more than ten operation centers in the United States, the United Kingdom and other places.

Aporro has launched corresponding marketing strategies for different countries and regions. On the one hand, it has opened independent online brand sites through channels such as Shopify. On the other hand, it has opened offline experience stores and cooperative stores around the world to go deep into the local area and get close contact with consumers.

In addition, major social media are also key battlefields for Aporro's promotion. At present, Aporro has deployed major global social media such as Instagram, Facebook, YouTube and Tiktok.

On Instagram alone, Aporro has accumulated over 360,000 followers. In terms of content, most of the posts are feedback from KOLs. Such pictures often have much better traffic on social media than simple product pictures.

On platforms like TikTok, which entered the platform relatively late, Aporro's official account has already gained over 14,000 followers and 16,000 likes. One of the celebrity's unboxing videos has been viewed several times more than the average video.

These video and image resources are naturally inseparable from Aporro's large number of KOL cooperation plans. By cooperating with celebrities on major platforms, Aporro's brand influence continues to expand, and even breaks through new fan circles, subtly implanting the brand image into the minds of consumers.

On the other hand, Aporro has also done cross-border collaborations with other brands. Although the brands involved are not well-known, the two brands’ tones and audiences can be shared and complementary, and that collaboration was quite successful.

Through this series of marketing activities, Aporro has established a foothold overseas. However, in the fiercely competitive jewelry accessories market, new competitors may emerge at any time. Aporro still needs to continue to innovate in its products to remain competitive.

Opportunities and challenges coexist, and the global jewelry accessories market still has new opportunities

According to Statista research, the global jewelry market is expected to reach US$310.9 billion in 2024, of which 88% of sales will come from non-luxury products.

From an industry perspective, the current overseas jewellery market is generally plagued by severe homogeneity and weak brand power, so it is necessary to rely on differentiated brand strategies and a strong product foundation to build core competitive barriers.

At present, many domestic brands have emerged in the jewelry field, and they have done a good job in differentiated competition.

COCOCOCrystal: It focuses on crystal stone products and relies on the traffic of the TikTok platform to quickly become popular overseas.

Totwoo: Affiliated to Beijing Xinyoulingxi Technology Co., Ltd., the brand focuses on couple bracelets and incorporates the concept of intelligence into them. Once its products were launched, they quickly attracted heated discussions in overseas markets.

Soufeel : Focusing on customized jewelry, Soufee began to enter the European and American markets in 2011. It took only 6 months from 0 to 1 million US dollars and achieved a break-even.

It can be seen that these jewelry brands have found their own positioning through the route of differentiated competition. As the industry continues to develop, the entry of new brands in the future may disrupt the existing pattern, and new development opportunities will then emerge.

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