491Have you ever had such an experience? After a long day at work, you drag your tired body home, only to be instantly put off by the dirty floor. You feel powerless and can only lie down and sigh. This kind of trouble is probably a common problem for all lazy people!
However, a domestic brand called Narwal has easily resolved this awkward situation with a sweeping and mopping robot. Its robot vacuum products have not only become hot sellers in China, but alsothe related videos on TikTok have easily surpassed a million views, attracting countless foreigners to recommend it: "Buying this robot is a win!"
But these impressive achievements did not happen overnight. From a startup to a representative of Chinese brands going global, what are the noteworthy strategies behind Narwal? Perhaps the answer can be found in its story of going overseas.
Technological Innovation: The Ticket to Change the Rules
Narwal's story began with a redefinition of the traditional concept of "housework".
In 2016, the Narwal brand was officially established, underYunjing Intelligent Innovation (Shenzhen) Co., Ltd.. The brand focuses on the development of home robots, gradually building a brand image of "created for users' love of freedom" through the development of products with breakthrough technologies, and thus unfolding the vision of empowering family life with technology.
In 2019, Narwal launched a revolutionary product—the NARWAL J1. This sweeping and mopping robot pioneered the mop self-cleaning technology, allowing consumers to say goodbye to the hassle of frequently washing mops.
Since then, "freeing your hands" has no longer been just a slogan, but a tangible user experience. With this innovation, the J1 quickly became a phenomenal product, sparking a wave of smart housework in the domestic market.
But the success of one product is clearly not the end. To further improve product performance, Narwal continuously invests in R&D, achieving multiple breakthroughs in areas such as SLAM positioning technology and AI object recognition. These technologies have made Narwal's robots more intelligent and laid a technical foundation for its entry into the international market.
In 2020, Narwal officially began its overseas expansion.
Faced with different regional consumption habits and needs, it adopted a differentiated approach: in the North American market, it appeals to users willing to pay for high-end technology with high performance and quality of life; in Europe, it wins consumers' favor by integrating environmental concepts and building an "energy-saving and environmentally friendly" brand image. Through these targeted strategies, Narwal has gradually opened up overseas markets.
Today, Narwal's products cover North America, Europe, Japan, South Korea, Australia, and other regions, with global users exceeding 1.8 million and overseas sales accounting for more than 60%.
Behind these numbers, in addition to the support of technology and products, Narwal's precise layout on overseas social media platforms is also indispensable.
Precise Social Media Layout: How Narwal Breaks Through
If technological innovation is the foundation of Narwal's overseas expansion, then social media is an important bridge for reaching global consumers.
To let more users know about the brand, Narwal has carried out precise layouts on multiple overseas social platforms, using content innovation and user interaction to make the brand story more deeply rooted in people's hearts.
TikTok
As the world's most popular short video platform among young people, TikTok has become Narwal's vanguard in reaching the international market.
As of now, Narwal's official TikTok account has accumulated 241,800 followers, with 819,200 likes, and the most popular video has reached 3.3 million views—quite impressive numbers.
Narwal's TikTok account status
Narwal's content on TikTok mainly consists of short and vivid videos showcasing the core functions and usage scenarios of the products. For example, a video with 2.1 million views humorously demonstrates the mop self-cleaning function, receiving widespread praise from users.
This strategy of highlighting functional features through scenario-based expression not only increases the appeal of the content, but also successfully shapes Narwal as a brand that is both efficient and close to daily life, further deepening consumers' interest in the product.
Narwal's TikTok video content
In addition, Narwal also uses popular hashtags such as #cleantok and #asmrtiktoks to expand its reach, and actively interacts with users in the comments section, enhancing brand stickiness.
Narwal's commonly used TikTok popular hashtags
On Instagram, Narwal's operation strategy focuses more on publishing high-quality images and short videos.
As of now, Narwal's official account has 102,000 followers, with content mainly focusing on the combination of products and lifestyle scenarios. For example, by showcasing the product's effect in different home decor styles, Narwal successfully highlights the product's sense of design and practicality, catering to Instagram users' preference for aesthetics and lifestyle brands.
Image source: Instagram
On Facebook, Narwal's user base is relatively small, with 12,000 followers at present. The brand regularly posts content on the platform, including product function demonstrations, user feedback, and operation tips, focusing on highlighting the product's practicality and technological advantages.
However, Narwal is very active in the comments section, which is commendable. Under a video demonstrating the mop self-cleaning function, consumers not only leave comments expressing interest in the product, but also ask specific questions about performance, cleaning ability, etc. The Narwal team provides detailed replies in the comments, including actual usage experiences and technical details, demonstrating their attention to consumer needs.
Image source: Facebook
YouTube
As a platform mainly for long videos, YouTube has become an important window for Narwal to showcase product performance and technical details. Currently, Narwal has 22,400 subscribers on YouTube, with video content including product unboxing, detailed function explanations, and user guides. Nine of these videos have exceeded one million views, which is quite impressive.
Image source: YouTube
Building Diverse Channels: Narwal's Independent Website and Amazon Layout
In addition to precise operations on social media, Narwal also focuses on a more comprehensive global market layout.
After all, exposure on social media alone is not enough to meet overseas users' purchasing needs. To achieve a complete chain from brand awareness to consumer decision-making, Narwal has simultaneously built an independent website and actively entered Amazon, forming a dual-channel strategy that strongly supports its internationalization journey.
Independent Website
The homepage of Narwal's independent website focuses on product display, highlighting features such as mop self-cleaning, and also sets up "New Products" and "Hot Products" sections to help users quickly browse products of interest.
The website's multilingual support provides convenience for users in different regions, reducing language barriers. In addition, the FAQ section covers common questions about logistics and after-sales, helping users quickly find answers.
From the layout, the independent website balances practicality and intuitiveness, establishing a direct window for the brand to reach consumers.
Narwal's independent website homepage
Amazon
On the Amazon platform, Narwal focuses on improving the user purchasing experience.
The page clearly lists product ratings and user reviews, providing consumers with direct decision-making references.
Through Amazon's logistics system, Narwal further ensures delivery efficiency in the international market. This layout not only increases product exposure, but also strengthens brand trust.
However, compared with the independent website, Amazon is more sales-oriented, and the display of brand tone is relatively limited, but this differentiated positioning also fits the characteristics of the platform.
Image source: Amazon
Chinese Brands Going Global: Unlimited Possibilities for the Next Step
From manufacturing to intelligent manufacturing, from domestic best-sellers to global hot sales, brands like Narwal are drawing a brand-new roadmap for Chinese brands going global. They are no longer just followers, but are opening up their own tracks with technological innovation and marketing strategies. More importantly, this move to go global also allows more people to see the possibilities that Chinese brands can inspire in the global market.
In the future, the significance of Chinese brands going global may not be limited to commercial success, but may also carry more value transmission about quality, culture, and innovation.
And how to tell their own story well and break the barriers of regional markets will determine how far this wave of Chinese brands can go.
