653There is "Zibo barbecue" in China, and there is also "European and American barbecue" abroad. Ninja Kitchen is a popular kitchen appliance brand that has popularized European and American barbecue culture on Tuke.
Ninja Kitchen's overseas independent website
Ninja Kitchen, a subsidiary of JS Global Lifestyle, focuses on the research, development, and sales of small kitchen appliances, and is the pillar brand for JS Global Lifestyle's overseas market strategy.
In the past few years, Ninja has not only ranked first on the "US Small Kitchen Appliance Brand Sales Ranking" for three consecutive years, but has also become a leading brand in Amazon's home appliance category.
What has supported its growth to this level, in addition to high-quality products and innovative technology, is more importantly its precise marketing on social media.
Brand Building on Tuke: Creating Unique Brand Topics
By searching for the hashtag #ninjawoodfire related to "barbecue grill" on Tuke, we can see that it has already garnered over 60 million views.
This not only gives the brand extremely high visibility on Tuke, but also allows consumers to become part of the brand's communication by participating in the hashtag topic.
In addition, another secret to Ninja Kitchen's success is its skillful use of influencer marketing. The brand collaborates with influencers with different characteristics on the Tuke platform, conveying brand messages through precisely matched influencer tones and styles, while increasing brand awareness. For example, by collaborating with @liv.yah, who has a beverage and fashion style, and creating a video of non-alcoholic winter drinks, they received 660,000 likes, effectively attracting the attention of a large number of target consumers.
Social Media Strategy: Multi-Platform Integrated Marketing
In addition to Tuke, Ninja Kitchen is also active on platforms such as Facebook and Instagram, regularly interacting with consumers and increasing brand loyalty by posting high-quality images and video content.
This multi-platform integrated social media strategy enables Ninja Kitchen to reach a wider range of consumers and maximize the dissemination of brand information.
Tuke account
Facebook account
Marketing Summary: The Combination of Creative Content and Authentic Feedback
Ninja Kitchen's success story tells us that for a brand to stand out on social media, it not only needs to create attractive content, but also focus on interaction and feedback with consumers. By collaborating with KOLs to enhance the brand's social media influence, and at the same time using authentic user feedback to optimize products and services, a trust relationship between the brand and consumers is built.
Conclusion: A New Path for Chinese Brands to "Go Global"
Ninja Kitchen's case provides valuable experience for other Chinese brands hoping to "go global." In today's era where mobile internet and social media marketing are increasingly important, Chinese brands need to pay more attention to the production of creative content and the use of multi-platform marketing strategies. By establishing deep connections with consumers and using digital marketing tools to enhance brand influence, Chinese brands are fully capable of achieving greater success in the global market.
Ninja Kitchen's story proves that as long as there are the right strategies and creativity, even small kitchen appliances can spark a global craze. For Chinese brands seeking to expand in the international market, this is not only an inspiration but also an action guide. In this rapidly changing digital era, let us look forward to more Chinese brands shining on the global stage.
