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Author | Mai Lin@ Disclaimer | This article is copyrighted and may not be reproduced without permission Recently, OneSight released the "2023Q3 TOP30 E-commerce Overseas Brand Social Media Influence List" , and many familiar faces were listed among them: such as the cross-border platform leaders SHEIN and Temu, the leaders in the sub-category brands SHEGLAM and Unice, and the "light of overseas expansion" of domestic brands Hua Xizi and Hua Zhixiao. The cross-border arena is full of fighting and the old players have experienced ups and downs in their rankings, but they stubbornly stick to the core battlefield. However, there is no shortage of new stories in cross-border overseas expansion. Latecomers and dark horses are always coveting the position of "old antiques" and rushing in when they see the opportunity - an underwear brand called Avidlove has successfully entered the list, ranking 14th. In the turbulent cross-border battlefield, how did Avidlove gain so much popularity and successfully break through the circle? Faced with the fierce competition and the gathering of big brands in the underwear red ocean, how can overseas brands break through? Perhaps at first glance, this is a rather unfamiliar face in the eyes of many cross-border merchants, but they must be familiar with the "mother" it parasitizes on - Savi Era. Savi, a long-established brand that started with a store group model, has been at the forefront of the industry's branding wave in recent years. As of 2022, Savi has incubated 63 private brands with revenues exceeding 10 million yuan. Avidlove, as an underwear branch in its brand matrix, has accumulated sales of more than 1.5 billion yuan in the past three years. According to the prospectus of Savi, its annual revenue in 2022 is 4.9 billion yuan. On July 12, Savi's seven-year dream of going public was finally fulfilled, and it was successfully listed on the Growth Enterprise Market of the Shenzhen Stock Exchange. Behind this, it is inseparable from the code of replicating popular products in multiple categories and brands. In the face of the fierce competition in the clothing red ocean, how can Savi blossom in multiple places and become a "popular product manufacturing machine"? From the overseas story of Avidlove, we can perhaps get a glimpse of this. Avidlove, to put it simply, means "crazy love". The product is just as its name suggests, interpreting a kind of hot, unrestrained, bold and passionate sexiness. Avidlove mainly sells women's underwear and sleepwear. Among the best sellers in Amazon's women's underwear category, Avidlove occupies nine of the top ten, with many listings selling over ten thousand per month. The top product is a large-size lace babydoll pajamas for women, with sales of nearly 18,000 units in the past month and sales of about 360,000 yuan. After six years on the shelves, the category ranking has basically remained stable in the top three. In addition to third-party sales channels, Avidlove has also built its own independent website . According to Similarweb data, the number of visits to Avidlove's independent website in October was about 54,000. Although the overall traffic of the website is not huge, it has accumulated a large number of loyal customers. As a leading brand in the underwear market, Avidlove focuses on the European and American markets, with the United States accounting for more than 70% of the market share. Looking at the overseas underwear industry, benefiting from the diversified development of consumer preferences, it has maintained a strong growth momentum in the past few years, and it is obvious that the future is still promising. According to estimates by foreign research institutions, the global underwear market size will grow from US$88.13 billion in 2023 to US$131.99 billion in 2028, with a compound annual growth rate of 8.41%. However, the underwear market is highly fragmented and highly competitive. Internationally renowned brands such as Victoria's Secret have long been in the leading position, occupying the high ground of recognition and customer stickiness. Diversified consumer demand has also spawned a large number of sub-segments, and more and more underwear brands have sprung up like mushrooms after rain. Faced with the overseas lingerie market that is full of opportunities but also full of hidden dangers, how did Avidlove capture a large number of loyal customers and top the list of Amazon Best Sellers? With the awakening of women's self-awareness, underwear is no longer just a necessity, but also a symbol of fashion, or a self-pleasing consumption that satisfies emotional expression. More and more consumers are beginning to pursue health, comfort, and personalization. Rich and diverse demands drive the underwear industry towards refined development, and sub-sectors such as sports underwear, body shaping underwear, and large-size underwear are flourishing. Avidlove keenly perceived this market trend and chose to enter the market from the sexy lingerie sector. With the opening of social concepts, sexy lingerie, as a special type of underwear product, has gradually been widely accepted by the public. Especially as a private consumption, the convenience of online shopping and the advantages of privacy protection have led to a continuous increase in the e-commerce consumption demand for sexy lingerie, with a broad space for growth. Compared with ordinary underwear, sexy underwear pays more attention to design and sexy elements. Therefore, Avidlove has a clear positioning for itself: to provide customers with a trendy and romantic experience with fashionable and sexy products in the field of private consumption. The brand name composed of "Avid" and "Love" is a metaphor for women's confident display of charm from the inside out. Entering the Avidlove official website, the simple web design combined with sexy and hot product photos is very visually impactful at first glance, directly and roughly hitting the first needs of target customers. Accurate customer positioning determines the personality of a brand, while excellent product strategy is the source of competitiveness. First, a diversified product line. As the market continues to expand, the categories of sexy lingerie are becoming more and more diverse. In order to meet the personalized needs of consumers, Avidlove starts with the differentiation of styles, styles and designs. In terms of product types, it covers bras, underwear, one-piece pajamas, nightgowns and other categories, which are subdivided based on material, color, style, etc.; in terms of product design, it pursues a simple and exquisite appearance, including lace, mesh, perspective and other multiple elements, following the trend and designing products in combination with market demand. It is not difficult to observe from Avidlove's Amazon store that its products are rich in styles and quantities, and its main focus is to fully meet the consumption needs of different types of customers . It relies on economies of scale to gradually erode the minds of users and firmly occupy market share. Second, high cost performance. In an environment of high inflation and consumption downgrade, consumers' shopping decisions have become more conservative, and price has become a key competitive factor in underwear sales. Since its establishment, Avidlove has always been focusing on cost-effectiveness. Specifically, 73.58% of its products are priced between $16 and $22, and only 1.8% of its products are priced above $30. During the recent Black Friday, Avidlove launched a series of promotional activities in multiple categories including underwear, pajamas and matching clothing, offering consumers discounts of up to 50%. The extremely attractive price discounts also made the sales during the promotion period extremely hot. Attracting consumers and building a loyal customer base are important strategies for underwear brands to achieve long-term sustainable development. Especially at a time when the competition in the underwear market is becoming increasingly fierce, it is particularly important to increase the repurchase rate and break through the consumer circle. Nowadays, social media has an increasing influence on decision-making in underwear consumption, creating more opportunities for brands to increase product exposure and reach a wide audience. Similar data shows that social media is an important traffic channel for Avidlove. Specifically, Avidlove is very good at using various marketing methods to promote its products, such as displaying product pictures on Instagram and Facebook, using tags for brand communication, promoting through KOL cooperation, interacting with users and spreading brand image, etc. In terms of content marketing, Avidlove’s social media accounts mainly publish articles, blogs or videos about underwear, pajamas or sexy culture to attract target audiences and provide valuable information. Judging from Avidlove's overall social media marketing actions, its promotion strategy is centered on product concepts and emphasizes the expression of user emotions. Therefore, the content released focuses on the dissemination of the brand word #Avidlove, and uses topic tags such as #babydoll and #girlpower to further attract traffic, subtly implanting the brand image of "crazy love" such as self-confidence into the minds of users. The rich and diverse social media marketing strategies have also helped Avidlove continuously increase its brand awareness, break through the circle repeatedly, and frequently hit marketing hotspots. In October this year, a video showing a "fairy outfit" product released by a TikTok blogger unexpectedly went viral, quickly setting off a trend of "wearing underwear as outerwear." The same style sold by Avidlove - women's underwear similar to babydoll pajamas, also successfully topped the Amazon sales list by "riding on the popularity." After widely absorbing traffic and broadening the audience group, how to convert them into repeat customers and retain loyal fans is an advanced proposition for the brand. Avidlove's solution is to create a community matrix and divide it into public groups and private groups. The former only needs to release new product information and a variety of coupons and sales activities, while the latter serves core users. Through the precise operation of community fans, it gradually cultivates an audience group with high stickiness and high repurchase rate. Overall, Avidlove's marketing strategy is a combination of on-site advertising, discount promotions and off-site social media multi-channel traffic, keeping pace with the times and staying at the forefront of underwear fashion trends. Looking at Avidlove's journey to expand overseas, the secret to its success is obvious: accurately positioning itself, grasping the needs of the target audience, and breaking through the segmented track with differentiated product strategies. |
