"In an ever-changing market, only by gaining insight into trends and deploying flexibly can one ride the waves in competition."

01

From Hobby to Main Business: Asian Couple Quit Their Jobs to Start a Business

Justine Tiu and Adrian Zhang were originally just an ordinary working couple. The wife, Justine Tiu, was a user experience designer at Google, and the husband, Adrian Zhang, was a trader on Wall Street.

Once, while making a handmade gift for a friend, Justine became fascinated with crochet crafts. After gaining some understanding, she and Adrian spent $200 to buy yarn and a domain name, and founded the DIY knitting kit company The Woobles, starting to research various new crochet methods online.

Image source: The Woobles official site

As time went by, The Woobles attracted more and more followers, so the couple simply quit their jobs to focus on entrepreneurship. To deeply cultivate the DIY fabric niche, they decided to build The Woobles into a brand that allows users to enjoy the fun and sense of accomplishment of handmade knitting.

To this end, they invested a lot of time and energy in making video tutorials, aiming to make it easy for every beginner to get started.

Image source: The Woobles official site

At the same time, to promote The Woobles brand, the couple also participated in the well-known American business show "Shark Tank". By showcasing the brand's charm and business value on the show, The Woobles further enhanced its brand awareness and attracted more attention from consumers and investors.

After several years of development, The Woobles quickly grew from a niche brand in 2020 to a super seller in the cross-border e-commerce field, with business covering the United States, Europe, Asia, and other international markets, and annual revenue exceeding $7 million.

02

Multi-channel Deployment, Broadening the Path

Of course, The Woobles' entrepreneurial journey could not have succeeded without the help of various channel platforms. From Etsy to Amazon, and then to well-known American offline craft retailers such as Michaels and Joann Fabrics, they continuously expanded their sales channels and increased brand awareness.

Image source: Amazon

More importantly, they made full use of the power of social media, effectively connecting with target consumers through platforms such as Facebook, YouTube, and TikTok, and attracted a large number of fans through high-quality content marketing. It was the implementation of this comprehensive marketing strategy that enabled The Woobles to achieve explosive sales growth in a short period of time.

In April 2022, The Woobles started on TikTok, and their first video gained just over 10,000 views, with many users in the comments asking to buy.

Image source: TikTok

Afterwards, The Woobles seized the momentum and shifted their focus to TikTok, continuously releasing a series of crochet tutorial videos and product unboxings, gaining a large number of views and likes.

Image source: TikTok

As of now, The Woobles' TikTok account @thewoobles has accumulated 344,000 followers and received 6.9 million likes.

The founding couple also used TikTok to drive traffic to the brand's official site, achieving a complete sales closed loop outside of TikTok Shop, which is also the main source of the brand's revenue.

Image source: TikTok

Image source: The Woobles official site

From The Woobles' story, we can see an important business truth—understanding and meeting the needs of the target market is the key to success.

During the entrepreneurial process, Justine and Adrian deeply studied consumer needs, not only innovating in products but also making efforts in education and support, ensuring that every consumer can enjoy the fun of knitting.

This consumer-centric mindset is an important factor that allows The Woobles to stand out among many competitors.

Adrian Zhang and his wife Justine Tiu

In fact, there are many other entrepreneurial brands that have achieved success through multi-channel marketing like The Woobles. For example, the sports and leisure apparel brand Halara, founded in 2020, is a vivid example of rapidly increasing brand awareness and market share through TikTok. (For details, see my other article "Reached $20 Million Relying Only on TikTok? Halara Figured It Out")

With the continuous development of Tuke, we have reason to believe that in the future, more brands like The Woobles will achieve their own leaps through innovation and focus, bringing more value and choices to consumers.