Single product sold for $90 million, Shenzhen sellers become the category's undefeated generals

From 2002 to 2023, this is an old cross-border seller who has been in the industry for 22 years. He went from eBay to Amazon, and later settled in Shenzhen to establish a cross-border enterprise - Qian'an Technology.

" Products are a short-term event, while brands are long-term events ," said He Ding, founder of Qian'an Technology. So, after running in the cross-border track with the distribution model for more than ten years , Qian'an Technology established the product development and brand marketing department in 2013, and branding began to take shape. Since then, Qian'an Technology has created many popular brands such as Sportneer, Tribit, Ohuhu, iClever, and Elechomes .

Today, Yien.com mainly wants to talk about Ohuhu, an art supplies brand under Qian'an Technology .

Many products are firmly on the Amazon BS list, and Shenzhen sellers are the ever-victorious generals

Recently, in the "2023Q 3 TOP30 E-commerce Overseas Brand Social Media Influence List" released by OneSight , Ohuhu continued to remain on the list, ranking 12th. If classified only by brand e-commerce, it ranked 8th .

Ohuhu , this brand may be unfamiliar to most sellers, because the track it belongs to is slightly less popular than home furnishings, beauty, personal care, etc.

This is a Chinese overseas brand that mainly deals in art supplies and is one of the core brands in the brand matrix of Shenzhen seller Qian'an Technology.

Founded in 2013, various painting products under the Ohuhu brand, such as markers, watercolor paints, paintbrushes , and picture albums , have carved out a niche in the market in the decade-long battle for survival and have become a cross-border leader in this field.

Just talking about its marker pen category, it has been selling like hot cakes on various Amazon sites for many years. The annual sales of this single product was once close to US$90 million. Ohuhu also once became the brand with the largest overseas online market share.

On Amazon's US site, multiple marker listings under Ohuhu firmly occupy the Best Seller TOP50 list in the sub-category . Among them , the best-performing marker priced at $39.99 ranks third, with over 16,000 reviews and a rating of 4.8 stars. 85% of the buyers who left reviews gave it 5 stars, which shows the high market recognition of the product.

As can be seen from the above picture, another Ohuhu marker priced at $22.08 is ranked 47th in the Best Seller TOP50 list, and the number of reviews for it exceeds 14,000. Two other marker products with the number of reviews between 2,500 and 4,000 are also making great efforts.

In addition, the search results for "ohuhu" on Amazon US show that the popularity of related words such as " ohuhu alcohol markers ", " ohuhu markers ", "ohuhu", " ohuhu alcohol markers brush tip ", and " ohuhu brush markers " are rising. Compared with last week's ranking, the hot search ranking of some keywords has risen as high as 8,000 .

Brands going overseas will naturally be active on various overseas social media platforms. Ohuhu is no exception, and it has achieved relatively excellent marketing results.

On TikTok, as of press time, the #ohuhu topic has been viewed 459 million times , and the #ohuhumarkers topic has also been viewed over 400 million times. Multiple videos under these two topics have received extremely high views and likes.

With a small marker pen, its annual sales can reach 90 million US dollars, an increase of 40% , and it has become the TOP1 overseas brand in the subcategory . Ohuhu has been an undefeated general for ten years , which is inseparable from the bonus blessing of the art supplies track, marketing on the social media matrix and persistence in the branding path .

Became the top 5 site in one year

According to gminsights data, the global art supplies market will reach $10 billion in 2021 and is expected to grow to $13.5 billion in 2028, with a compound annual growth rate of 5% from 2021 to 2028. Compared with tracks such as home furnishings, which easily reach hundreds of billions of dollars, this scale is not large .

But if you think about it, art supplies are a business opportunity that has grown out of the niche field of art, so this market growth is already considerable. Overseas, there are countless art supply brands, but Ohuhu has been able to stand out, selling more than 10,000 orders in a year and capturing many consumers .

Ohuhu used the US market as its first test site for overseas expansion, and then leveraged Amazon to expand its global market into Europe, Japan, Canada, India, Australia, the Middle East and other markets.

On Amazon's US and European sites, Ohuhu 's markers almost always occupy the top spot on the best-selling list of their sub-categories .

According to the official report of Amazon's global store opening , Ohuhu began to enter India in 2019, but did not vigorously expand this site at that time. It was not until 2021 that Ohuhu began to exert its strength. In just one year , Ohuhu became the top 5 in the sub-category of Amazon India .

Most importantly , Ohuhu increased its original annual revenue of US$300,000 in the Indian market to US $1.36 million, and its annual sales quadrupled . Ohuhu has harvested another market .

Ohuhu has big ambitions to set up several Amazon sites and expand its brand's global market presence. Using Amazon as a carrier, it has built its business from 0 to 1. Its current achievements have proven that its ambitions are not in vain.

When it comes to brands going overseas, independent websites are inevitable.

According to Similarweb data, in October, the total number of visits to Ohuhu.com reached 233,000, and the average monthly number of visits in the past three months reached 274,100. In this niche field, the attention it receives is not low.

Ohuhu has official accounts on various social media platforms such as TikTok, YouTube, Instagram , etc. to maintain the connection between the brand and users.

The support of track dividends and the rich marketing of social media matrix are the keys to Ohuhu's success, but in the meantime, the belief in branding must not be abandoned.

Ohuhu 's parent company Qian'an Technology has spared no effort in branding for many years , trying to deepen the impression of its products in the minds of users . Its founder He Ding once said in an interview with En.com, " We hope that in the future, when consumers mention what Ohuhu's products are like, ten out of ten people will give the same answer. "

With 50 million RMB in financing, Qianan can focus on building its brand

Ohuhu has relied on its brand power to maintain its leading position in the market for ten years, with high-quality and cost-effective products and the ambition to comprehensively expand its market presence. It has not been a flash in the pan after becoming famous overnight, but has remained at the top of the market.

In the past decade, Ohuhu has become one of Amazon's top 100 overseas brands in China and has been listed in the top 30 of BrandOS's overseas brands in terms of social media influence many times .

Seriously speaking, marker pens are not a product with a particularly high threshold. But why Ohuhu can win the game steadily? This is inseparable from its continuous optimization of product details , improvement of product performance and innovation, and in-depth study of user pain points. It is precisely because of its continuous efforts in these aspects that it has won a group of loyal users.

From the perspective of its parent company Qian'an Technology, after it made the decisive decision to build a brand in 2013, it incubated a number of brands covering sports, art, home furnishing and other fields, and a year later (2014), the proportion of its own brand revenue exceeded 90% of the total revenue . In 2020, the core brand's monthly revenue alone exceeded 40 million US dollars.

After receiving a 50 million yuan Series A financing in 2016 , Qian'an Technology has more solid financial support, which enables it to conduct deeper research and development on products and develop more firmly in the direction of branding. Ohuhu has moved faster during this period.

Today, the focus of Qian'an Technology's brand building has shifted from breadth to depth, focusing on brands and categories . The number of brands has been reduced to three , and the main categories are only art supplies, audio equipment, and sports equipment.

But it turns out that Qian'an Technology 's "subtraction" strategy worked . While its peers' revenue generally declined , Qian'an Technology not only maintained its sales at the same level as the previous year, but also increased its profits.

From a brand perspective, Ohuhu's reputation and sales have both soared , and its brand path has become more stable.

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