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In an environment where consumption is sluggish and inflation is high, going overseas has become the second growth curve for major companies.
From Anker Innovations becoming the first smart hardware company to go global, to more and more domestic brands embracing globalization, the trend of going global has penetrated into all walks of life. With China's advantages of complete supply chain, low labor costs and mature production technology, home living products have become one of the popular tracks for brands to go overseas. In recent years, not only have cross-border giants such as Zhiou Home Furnishing and Jessica Home Furnishing embarked on the IPO road, but many home furnishing brands such as Costway and Homary have also been shortlisted for the "Top 50 Chinese Global Brands in 2023". The overseas home furnishing market is very busy, but the road to globalization is not a smooth one. What are the characteristics of different overseas markets? What new trends have emerged in the global home furnishing industry? How should overseas brands deal with the impact of local brands and seize the opportunities of going overseas? The "2023 Home Furnishing Brand Overseas Insight Report" produced by Brand Ark will conduct an in-depth analysis of the eight major home furnishing overseas brands, and interpret them from multiple angles such as product strategy, channel expansion, and social media marketing to help overseas sellers explore consumer trends, grasp market hotspots, and better cultivate the home furnishing industry.
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- Home furnishing products overseas expansion strategy
- Interpretation of the latest consumption trends
- Analysis of the industry entry trend
Suitable for
- Focus on practitioners in cross-border e-commerce, DTC, and brand overseas expansion;
- Brands and sellers operating in fashion apparel related categories;
- Looking for investors in overseas brands and cross-border e-commerce projects;
- Sellers who want to learn about social media marketing, brand strategy, etc.
Click on the public account card below, follow and reply to the keyword [home] to receive the full report for free. BrandArk BrandArk is a media platform focusing on DTC brands going global. Through brand case analysis and industry trend interpretation, it helps those going global to see a broader global entrepreneurial map. 530 original content Public Account
The history of Ecovacs's rise is an evolutionary history of a Chinese manufacturing company that relied on basic OEM to exchange for market share and eventually developed an independent brand and internationalization.
- Differentiation to meet user needs
When Ecovacs entered overseas markets, there were already century-old local brands in the market, such as established competitors Consumers have a natural trust and dependence on iRobot. Therefore, if Ecovacs wants to expand its global presence, it must not rely solely on hardware and marketing. The foundation of all research and development should be based on insight into user needs and solving those needs in a differentiated way from a higher perspective. When creating new product value, giving new product value to old products that may be eliminated by the times can sometimes bring unexpected results.
In April 2022, a cool naked-eye 3D large-screen advertisement swept overseas social media. The protagonist of this event was the Chinese brand Ecovacs. It is reported that its sweeping robot products have landed in four major landmark cities around the world, namely Tokyo, Japan, Seoul, South Korea, New York, USA, and Stockholm, Sweden, instantly setting off social platforms. This planned event not only presented a visual feast to global audiences, but also perfectly demonstrated the Ecovacs brand's cutting-edge technology of "foreseeing the future".
In the first half of 2023, XGIMI Technology achieved overseas revenue of approximately RMB 350 million, a year-on-year increase of 39.14%. Currently, its products are mainly sold in regional markets such as Europe, Japan, and the United States. In recent years, Xgimi Technology has firmly implemented its brand overseas expansion strategy and continued to promote the construction of overseas localized teams. It has currently established overseas companies in the United States, Japan, Germany, Singapore and other places. In addition to mainstream online channels such as Amazon and Rakuten Japan, Xgimi products have entered the main offline retail channels in regional markets such as Europe, the United States and Japan. In addition, XGIMI not only pursues the ultimate in products, but also constantly pursues perfection in product design, winning the world's four major The grand slam of craft design awards includes 31 international awards such as Red Dot, IF, and CES.
OTER takes smart home as its entry point and Live like Sunshine as its brand concept. In terms of online channels, it mainly relies on independent websites, supplemented by Amazon. At present, OTER's main sales still come from its independent website. In 2023, the number of seed users of OTER's independent website will reach 5,000 to 10,000.
- Market segmentation: Main demand for sleep home track
- Product highlights: "Five senses" - light, sound, and fragrance product matrix
OTER found that because of the unique quiet environment and restful atmosphere of the bedroom, people pay more attention to the perception of the "five senses" in the bedroom. In particular, light, sound and fragrance become particularly sensitive in private resting spaces. In the bedroom, sleep plays a very important role. Therefore, OTER helps people with stress and anxiety have a comfortable and healthy sleeping and waking experience through a "sleep space" built around the three core senses of vision, hearing and smell.
In terms of brand and product marketing, OTER mainly uses YouTube and TikTok as its main marketing platforms. Through videos, users can better experience the usage scenarios and functional advantages of OTER products. OTER also pays great attention to the "scenario-based" display in video marketing.
This report is originally produced by [Brand Ark] and may not be reproduced without authorization. For the full report, please follow the official account and reply to [Home] in a private message to receive it. Thanks to the following partners for their strong support for this report (in no particular order):
TT123, Xiyou Logistics, Lejia Overseas Warehouse, Niuxin Cloud, Jimiao Cloud, Feishu Yitu SinoClick, SellerSprite, Kaleidoscope Cross-border, Daqi Finance and Taxation, Shenzhen Cross-border E-commerce Supply Chain Service Association.
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