"Looking at the B-side from the C-side battlefield, isn't this another kind of experience?"

In the overseas consumer electronics market, the headphone industry has emerged as a dark horse, becoming a hot battlefield for many brands to compete. In this fierce competition, a Chinese brand has successfully attracted the attention of overseas consumers with its strong capabilities and unique strategies. This is Soundcore, the audio brand under Anker Innovations.

According to the financial report disclosed by Anker Innovations last year, the Soundcore brand achieved an impressive revenue of 1.5 billion in the first half of 2023, accounting for 22.12% of Anker's total revenue. This achievement is not only remarkable but also demonstrates its strong potential for overseas expansion and market influence.

Anker Innovations 2023 H1 Financial Report Source: Anker Innovations

However, Soundcore was initially unknown overseas. What kind of overseas strategy did it adopt to stand out in the fiercely competitive headphone market?

1. Persisting in Technological Innovation, Focusing on User Needs

Soundcore knows that to gain a foothold in the market, it must have excellent product quality. Therefore, since its establishment, the brand has focused on technological research and development, with an R&D team from world-renowned audio companies. Through continuous technological innovation, Soundcore has made significant breakthroughs in speaker units, cavities, listening and tuning, providing users with an outstanding audio experience.

At the same time, Soundcore has always put user needs first. By deeply studying users' segmented needs, it has launched multiple audio product series for different scenarios and requirements. Whether it's the TWS noise-canceling Liberty series or the over-ear noise-canceling Space series, Soundcore fully demonstrates its pursuit of the ultimate user experience.

2. Multi-channel Promotion, Using Social Media to Drive Traffic to the Independent Site

At first, Soundcore's main sales channel was Amazon, but after experiencing the "account ban wave" in the previous two years, Soundcore gradually shifted its focus to its independent site, adopting a multi-channel parallel strategy and using social media to drive traffic to the independent site.

On its independent site, Soundcore has set up a user communication area where users can chat in real time and share their opinions about the products. At the same time, the brand regularly introduces new products and promotes activities to users. This initiative not only brings a large amount of genuine user feedback to Soundcore but also strengthens the connection between the brand and consumers, increasing the possibilities for repeat purchases and promotion.

In the recently released Digital 100 list, Soundcore's independent site was also shortlisted in the US "Top 10 Fastest Growing Consumer Electronics Websites," ranking tenth with an annual growth rate of 43.6%.

On social media, Soundcore has established a presence on major overseas mainstream platforms such as TikTok, Facebook, Instagram, and X. Among them, TikTok has a significantly larger audience, with Soundcore gaining 225,000 followers and 850,000 likes.

Moreover, since each platform has different audiences and positioning, the content output needs to be differentiated. Soundcore simply implements adifferentiated content operation strategy, publishing content that complies with platform rules and attracts audiences for different platforms and audiences.

For example, on TikTok, the content mainly consists of short videos of product unboxing and trial experiences, with a style similar to China's Douyin, while on Instagram and Facebook, it is mostly exquisite product sharing posts for easy viewing by the audience.

Of course, the ultimate goal of these accounts and content is to direct the audience to the purchase page of Soundcore's independent site, generating revenue for the brand.

At the same time, Soundcore's social media accounts and independent site have also attracted many B-side merchants to discuss cooperation with Soundcore, further expanding its product sales channels.

As a Chinese cross-border brand, although Soundcore has achieved certain results in the international market, its market share in the fiercely competitive headphone market still needs to be improved.

In the future, we hope Soundcore will continue to work hard, expand its brand influence and market share through technological innovation, rapid iteration, focusing on user needs, and multi-channel sales, and become a leading brand in the global headphone market.

Some Final Words

As an overseas service provider, we can actually see many shadows of our own overseas expansion from Soundcore's development trajectory.For example, multi-channel social media promotion, and refined independent site operations.

These strategies are not only applicable to the C-side battlefield, but are actually even more needed on the B-side.Compared to the C-side, the B-side customer base is narrower, which requires us to acquire larger traffic and seek cooperation in a bigger pool.And social media promotion platforms like TikTok, with their huge user base and strong content inclusiveness, are undoubtedly the best choice.

Take the headphone track where Soundcore is located as an example. Data shows that after 2023, the global consumer electronics category market began to recover.So the headphone track is very likely to become a red ocean for cross-border business in the near future.

B-side players in this track can learn from Soundcore's tactics, such as posting unboxing videos on TikTok to attract audiences, thenB-side players can post videos of their product lines, showcasing strong production capacity and superb manufacturing processes to acquire customers and inquiries.

As the saying goes, opportunities always favor those who are prepared. Perhaps Soundcore's success comes from choosing to make products that understand users, communicating with users, and accumulating and preparing so much, which allows it to achieve explosive growth.

After all, if you don't even prepare, you can't get the success you want.