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In recent years, with the improvement of people's living standards, consumers' demand for high-quality and aesthetically pleasing kitchenware has been continuously increasing.

According to data from grandviewresearch, the global kitchenware market has shown a steady growth trend since 2018.

In 2023, the global kitchenware market was valued at $65.23 billion, and it is expected that from 2024 to 2030, the market will have a compound annual growth rate of about 6.9%.

By 2030, the global kitchenware market is expected to grow to $102.8 billion.

 

Image source: grandviewresearch

Against this trend, the advantages of China's supply chain have gradually emerged, and more and more local brands are starting to go overseas. The kitchenware brand CAROTE from Yongkang, Zhejiang is one of them.

It is reported that the brand seized the opportunity of overseas market development around 2019, and has continuously expanded its cross-border business through multiple overseas e-commerce platforms.

From 2021 to 2023, its annual revenue was 675 million yuan, 768 million yuan, and 1.583 billion yuan respectively.

In the first quarter of 2024, its revenue increased from 292 million yuan in the same period of 2023 to 503 million yuan, a growth rate of 72.2%.

Nowadays, CAROTE's overseas business has expanded to 22 online markets in 20 regional markets, with products sold to the United States, Japan, Western Europe, Italy, Southeast Asia and other important markets, gaining a foothold in the global kitchenware segment market.

 

Image source: Google

From OEM to Brand: The Transformation Path of CAROTE

It is understood that the leaders of CAROTE are a young couple born after 1985, Mr. Zhang and Ms. Lv, both of whom are second-generation entrepreneurs.

As early as 2007, Ms. Lv's mother and Mr. Zhang's father cooperated to establish Zhejiang CAROTE, initially only providing OEM services for overseas brands.

In 2010, after returning from studying in Australia, the two joined the company. They realized that simply relying on the OEM model could not establish long-term competitiveness, so they led the company to shift from OEM (original equipment manufacturing) to ODM (original design manufacturing), starting to develop and produce customized kitchenware products for international clients.

This stage allowed the brand to accumulate product design capabilities and supply chain management experience, laying the foundation for subsequent branding.

 

Image source: Google

In 2016, CAROTE took a key step by launching its own brand CAROTE and tried to open up the domestic market through platforms such as Tmall.

However, at that time, the domestic kitchenware market was fiercely competitive and growing slowly. Therefore, the team quickly adjusted its strategy and shifted its focus to overseas markets.

Around 2019, the CAROTE brand successively entered well-known global e-commerce platforms such as Amazon, Lazada, Walmart, Rakuten, Shopee, and launched a series of high-value, multi-functional kitchenware products for overseas consumers' preferences, such as dopamine color cookware, IP co-branded models, and ceramic coating series.

These designs not only meet practicality but also cater to overseas users' pursuit of home aesthetics, gradually gaining a foothold in the niche market.

 

Image source: Google

Differentiated Operation Strategies on Social Media Platforms

In overseas markets, relying solely on the natural traffic of e-commerce platforms is far from enough. To sell products to more potential consumers, it is also necessary to vigorously market through social media so that the brand can be known by more people.

For example, the CAROTE brand chose to promote on mainstream social media platforms such as TikTok and Youtube to expand its brand influence, but the strategies for different platforms have their own focus.

TikTok: Focus on Visual Seeding

On TikTok, the CAROTE brand focuses on "visual seeding", cooperating with many home and food influencers to showcase products through unboxing and usage scenario short videos.

There are 50,600 videos under the #carote tag, and several promotional videos have over a million views.

 

Image source: TikTok

TikTok home sharing influencer @annisha_vsg_tanksley0, who has 229,100 followers, cooperated with the CAROTE brand to shoot a promotional short video for a set of macaron-colored kitchenware.

 

Image source: TikTok

In the video, the influencer takes out the whole set of colored kitchenware products, displaying and introducing them one by one. As of now, the video has received 1.3 million views and 56,800 likes.

In the user comments, positive feedback such as "beautiful color" and "I want it" appeared many times:

"What a great color!!"

"Although I already have (kitchenware), I want more, I really like it."

"This is so beautiful."

"Beautiful."

"Because it's pink, I love it."

 

Image source: TikTok

YouTube: Focus on Function Explanation

On YouTube, the CAROTE brand pays more attention to the dissemination of professional content. It cooperates with professional home appliance bloggers to convey product value through in-depth reviews and function explanations.

Home appliance sharing blogger East Meets Kitchen, who has 107,000 subscribers, is a cooperative blogger of the CAROTE brand. She shot an in-depth sharing video for a set of CAROTE kitchenware with detachable handles.

As of now, the video has reached 49,000 views.

In this video, blogger East Meets Kitchen explains to users the material, size, weight, and suitable food types for each product, and then demonstrates disassembling and storing the products, allowing potential users to see that this set of non-stick granite kitchenware is also easy to store and can save kitchen storage space.

 

Image source: YouTube

In the comments section below the video, many potential users said that CAROTE's set of products is exactly the kitchenware they are looking for and following:

"I finally found it, I've been looking for a space-saving solution for a small kitchen."

"Thank you so much for your in-depth sharing! I've been following this product."

 

Image source: YouTube

It can be seen that this kind of professional product sharing content enables potential users to understand product features more comprehensively, which greatly helps promote conversion.

Dual Track: Platform and Independent Site Channel Construction

In addition to marketing on social media platforms, the CAROTE brand has also made great efforts in sales channel layout, with two main lines: one is to enter third-party e-commerce platforms, and the other is to build its own independent brand site.

It has opened flagship stores on third-party platforms such as Amazon and Walmart, quickly reaching consumers with the help of the platforms' traffic and logistics systems, and establishing user awareness in regional markets.

At the same time, the CAROTE brand has also invested in building its own independent brand site.

 

Image source: CAROTE

On the independent site, CAROTE brand has set up a performance explanation section, highlighting several product features, namely non-stick, detachable handle, and durability, so that users can quickly grasp the key points during quick browsing.

 

Image source: CAROTE

In addition, there are also user sharing and awards sections named "Let Customers Speak for Us".

The user sharing section contains 10,686 feedback reviews from real users; the awards section lists all the awards the products have received, such as Best Nonstick Frying Pan and Skillet in 2021, Best Stone Pot Set in 2022, etc..

Such real user reviews and recognition from authoritative awards greatly help increase potential users' goodwill and trust in the brand.

Therefore, other companies can also refer to the dual-channel strategy of e-commerce platforms and independent sites adopted by the CAROTE brand when promoting overseas, to achieve multi-path market coverage.

 

Image source: CAROTE

Insights for Chinese Brands Going Overseas

CAROTE's journey overseas shows that it is not an overnight process for Chinese brands to go global, but is based on long-term product iteration, channel building, and user communication.

From OEM production to launching its own brand, from domestic trial to multi-country coverage, its success is inseparable from a keen response to market demand and continuous investment in brand building.

For many domestic companies hoping to go overseas, overseas market opportunities are still expanding. Whether it is kitchenware, home furnishing, or consumer electronics, overseas consumers always expect high-quality products and trustworthy brands.

Chinese companies may as well learn from the experience of the CAROTE brand, combine their own product advantages, formulate clear brand strategies, steadily promote channel and marketing construction, and find their own place in overseas markets.