The best seller in Shenzhen! Henan brand became the leader in the vertical category in three years

Recently, Onesight released the "2023Q3 TOP30 E-commerce Overseas Brands Social Media Influence List".

Yien.com noticed that in a list filled with many well-known brands, a cross-border brand from Henan Province stood out and ranked 9th on the list, climbing 7 places from the previous quarter, and even surpassing Ohuhu, a brand under Shenzhen Daimai.

A cross-border e-commerce company rooted in Henan

As an inland province, Henan has no advantages over coastal cities in the south in terms of supply chain and logistics, but a number of excellent cross-border brands have grown here, including Zeelool.

It is understood that Zeelool belongs to Little World Digital Technology (Zhengzhou) Co., Ltd., which was only established in 2017. However, in just a few years, it has successfully achieved a "comeback", with both sales and popularity rising overseas.

Information on the company's official website shows that Little Monster Digital Technology (Zhengzhou) Co., Ltd. is currently one of the largest global online eyewear brands in China, focusing on the design, production and sales of fashion glasses.

"Since its inception, the company has adhered to long-termism and taken the branding route, starting from the North American market. After three years of development, it has been sought after by millions of users around the world. Since the second half of 2020, with the help of the company's strong supply chain system, intelligent digital system, and rich operational experience, the company has strategically entered the European and Asia-Pacific markets and achieved rapid growth."

Wang Shuaipeng, co-founder of Little Monster, once said at an event: "The core capabilities of DTC brands going overseas in the new era are brand capabilities (marketing, positioning), localized service capabilities, product innovation and digital operations."

It can be seen that Little World chose to go the branding route from the very beginning, and has persisted with it, eventually developing a first-tier cross-border brand.

With annual sales of 50 million US dollars, Zeelool has become the leader in the vertical category in three years

Unlike most cross-border sellers, Xiao Moshou did not choose to focus on Amazon, but built its own independent website for sales from the very beginning.

It is understood that the company has even set up a special technical research team to build its own independent website and ERP system from scratch. From the information of Qichacha, it can be seen that its company name was changed from Zhengzhou Little Monster E-Commerce Co., Ltd. to Little Monster Digital Technology (Zhengzhou) Co., Ltd. in December 2021, which shows that it is no longer a simple e-commerce company.

At the beginning, Xiao Moshou entered the market from the prescription glasses (myopia glasses) market. However, as it accumulated more and more customers, the company began to try to provide customers with glasses with fashionable designs, in order to establish a stronger connection with consumers and lay the foundation for branding.

From Zeelool's website, we can see that there are more than 2,000 styles of glasses on the site. The price of a single frame generally ranges from $7 to $40. Occasionally, you can buy a frame for $3 or even $1 during a big sale. However, the average order value of Zeelool's products is mainly driven by the lenses. Choosing a pair of blue light blocking lenses without a prescription costs $20, and adding coatings, the total cost of a pair of glasses is about $50.

By cooperating directly with manufacturers in the southern supply chain, Zeelool's glasses have indeed achieved a "far-leading" price. An agency has estimated that consumers who order glasses from the Zeelool website can save more than 70% of the price difference compared to buying them in offline stores.

This also explains why, although it is much more troublesome to get lenses online, many foreigners still "take the trouble" to place orders online. After all, it can really save a lot of money, especially for those who have urgent needs.

According to PipeCandy, Zeelool's branded website, zeelool.com, generates sales of $25 million to $50 million a year.

Data from Google Trends over the past five years also shows that its popularity in the United States has been on an overall upward trend over the past five years.

As a brand that mainly relies on its own website, social media channels have naturally become its powerful tool. Current data shows that it has 817,000 fans on Facebook, 649,000 fans on Instagram, and even 11,600 fans on Pinterest, with monthly page views reaching 984,000.

These figures reflect its influence overseas.

In addition to its independent website, Zeelool also performs well on Amazon. Its classic cat-eye shaped frames have received nearly 2,000 reviews on Amazon, with a score of 4.5 points.

In order to further differentiate itself from similar products, Little World has set up a product design department and decided to gradually transform from factory procurement to independent product design, hoping to further strengthen its connection with consumers.

In addition, as a fashion product, how to reduce the high return rate caused by online shopping once troubled the company's management. To effectively solve this problem, Xiao Moshou's technical team launched a new AR try-on function on Zeelool's website. With this function, consumers can upload their photos to the website after selecting their favorite frames, and then they can see what they look like wearing the glasses.

In addition to products, Zeelool also leads the industry in service. According to its official website, consumers who purchase from Zeelool can enjoy a one-year warranty.

In addition, if you are not satisfied with the product you bought, Zeelool also provides a free return service within 30 days. In terms of customer service, Zeelool provides three channels of contact: email, phone and online chat to ensure that customers can get timely help when they encounter problems.

Een.com believes that Zeelool has been able to remain invincible on its overseas expansion journey for many years thanks to its strong product strength and thoughtful service experience.

The global eyewear market is growing rapidly and still has ample growth potential

According to Satatista, the eyewear market revenue will reach $141.5 billion in 2023, and the market is expected to grow by 4.37% per year (CAGR from 2023 to 2027). Among them, eyeglass lenses are the largest market segment, with a market size of $58.98 billion in 2023.

According to the World Health Organization (WHO), at least 2.2 billion people worldwide suffer from visual impairment, a number that is sure to increase in the coming years due to individuals' reliance on digital devices such as computers, tablets and mobile phones.

Add to this another estimate that 80% of visual impairment can be avoided or cured by wearing glasses or using medications. All these factors together indicate a huge demand for glasses among the general population around the world.

In addition, in addition to being an auxiliary tool for people with myopia, the function of glasses as accessories has been accepted by more and more fashion people in recent years. This has broken the traditional concept that only people with myopia can wear glasses, and expanded the customer base of glasses from people with myopia to all people who love beauty.

Judging from the data, Een.com has reason to believe that Zeelool still has ample development potential in the future and will be able to maintain close ties with its customers while maintaining rapid growth.

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