The domestic sales volume has ranked first for 8 years, and its overseas sales volume exceeded 10 million in three months

Among them, Ulike is one of the brands that has achieved success both domestically and overseas.

Ulike has been the No.1 in sales volume in China for 8 consecutive years, and is experiencing its second growth curve overseas.

It is understood that Ulike was established in 2013 and is affiliated to Hangzhou Youlai Technology Co., Ltd. (Youlai Group). Since its establishment, Youlai Group has always taken technological innovation as its foundation and has shaped the brand's development advantages by relying on technological innovation.

Through long-term scientific research and continuous output of patent results, Ulike has created the popular product, the Sapphire Freezing Point Hair Removal Device.

It can be said that it is its powerful technological strength that supports Ulike's product strength, and it truly starts from solving the pain points of consumer needs, bringing consumers a better consumer experience and setting off a trend of hair removal devices in China.

In 2023, Ulike won the title of the domestic e-commerce platform Double 11 device brand sales list for the 8th time. In the field of home beauty and body instruments, Ulike can be said to be the biggest winner.

In addition to its excellent products, Ulike's success is also inseparable from the rapid development of the industry. According to the "2020-2026 China Beauty Instrument Industry Market Scale Research and Development Trend Analysis Report" released by Zhiyan Consulting , the current growth rate of beauty and body instrument product output in China exceeds 20%, and the home beauty and body instrument track is in the stage of domestic brand explosion.

However, after the rapid growth in the past few years, Ulike clearly felt that the growth of market demand had entered a period of weakness. At this time, the Yulai Group made a major strategic decision to enter the overseas market.

In the global hair removal device market, North America occupies a dominant position, accounting for the largest share of global revenue of more than 35.5%. Take the US market as an example. Before Ulike entered the market, the three major brands Nood, Tria and Braun had already seized a large share , but Ulike was able to stand out in this situation. Its overseas strategy is worth learning from for the majority of sellers.

After searching on Yien.com, it was found that the brand name of Ulike has frequently appeared in overseas media, social platforms and other channels in recent years. In many evaluation articles, foreign media have given high praise to Ulike.

In addition, compared with other brands of hair removal devices, Ulike not only has better product technology, but also has a significant advantage in price.

For example, many hair removal devices on the market previously required six to eight weeks to see results, but Ulike only takes about four weeks to be effective ; similar products cost about US$400-500, while Ulike only costs US$300-400.

It is reported that Ulike achieved sales of over 10 million in the US market in just 3 months. With its extreme cost-effectiveness and good user reputation, Ulike has risen rapidly overseas and has taken a share of the market from those established overseas brands.

With monthly sales of over 6,000 units per product, Ulike is selling like crazy overseas

In terms of e-commerce channels, Ulike has currently opened an official website and independent website overseas, and has also entered cross-border platforms such as Amazon.

After searching on Amazon, it was found that many of Ulike's products have achieved impressive sales. The best-performing link has achieved sales of 6,000+ in the past month , with 854 reviews and an overall score of 4.3 points. It can be seen that consumers are very satisfied with the product.

In addition to Amazon, the independent website is also an important sales platform for Ulike.

According to data from similarweb , Ulike 's overseas independent website received 356,000 visits in a single month in 2023. From the perspective of channel sources, the website's direct traffic accounts for the highest proportion , reaching 54.38% , the other 14.06% comes from natural traffic, and 7.7% comes from social traffic.

This shows that Ulike 's independent website development model is very healthy. Even if all paid ads are turned off, it can still maintain nearly 70% of the existing traffic. And, generally speaking, this part of the traffic will bring 80% of the sales of the entire site. This achievement needs to benefit from the continuous and stable traffic brought by long-term SEO optimization.

It is worth noting that unlike most brand independent websites that have dozens or even hundreds of SKUs , Ulike ’s official website only has two products. Even in this case, it can still achieve such a high monthly visit volume.

When you click on Ulike's official website, what catches your eye is a huge banner picture of a Western model holding a product. Since the website only has two products, the classification of the navigation bar is very simple. The first two are the two products on sale, the third is a comparison page of the two products, the fourth is an introduction to how the product works, and the last one is a large number of real feedback from buyers, which can make first-time consumers feel at ease to place an order.

As a leader in overseas brands, Ulike naturally understands the importance of social media influence in overseas markets. At present, Ulike has deployed multiple mainstream social media including Youtube, Facebook, Instagram and TikTok, among which Youtube has the largest share of traffic.

This is because Ulike focuses on celebrity marketing and evaluation, and the hair removal device is very consistent with Youtube's long video immersive demonstration model, so Youtube naturally became Ulike's largest source of social media traffic.

On the other hand, TikTok's huge traffic has also brought a lot of conversions to Ulike. It is understood that Ulike has entered TikTok since 2021. At present, its official account has accumulated more than 240,000 followers. The video content is mainly about introducing products, which is very vertical and attracts accurate users.

In addition to product introductions, the account also publishes videos of unboxing reviews, product science popularization, sitcoms, street interviews, and other types of videos. The relaxed video style is more likely to capture the audience's hearts.

In addition, Ulike's marketing team will not only make full use of the traffic of the official account, but also mobilize platform users to promote the brand.

It is understood that Ulike has created a marketing campaign with the topic #ulikehairremoval, which has been viewed more than 32.7 million times so far. The campaign invites users to create content through social media platforms and use the hashtag.

Of course, Ulike will definitely give some rewards to those users with higher traffic. Under this incentive, KOLs of different levels will participate in content creation, and their fan groups will learn about Ulike's brand and products through KOL's content, or directly participate in the tag competition to further expand the brand's exposure effect.

Through a combination of marketing efforts across various channels, Ulike has won a group of loyal fans overseas, and even made it onto the growth star list of "Google x Kantar BrandZ China Global Brands 2023" in June last year.

In recent years, it has become a major trend for domestic brands to go overseas. As more and more well-known brands enter the overseas market, there will definitely be more brands that can be accepted by overseas consumers in the future. These brands will slowly change their prejudice against domestic brands and prove that Made in China is not synonymous with "cheap".

Ulike

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