While we are still treating Adidas, Nike, and New Balance as popular brands in China, few realize that the Chinese footwear brand Dream Pairs is also achieving hot sales overseas, becoming a "trendy brand" in the eyes of foreigners.

Market data shows that in the first seven months of 2025, the Dream Pairs brand achieved a GMV of 3 billion yuan. Its classic women's shoe product line, as the main sales force, contributed about 2 billion yuan, and successfully secured the top position in the highly competitive women's shoes category on Amazon US.

 

Image source:Dream Pair

Behind this achievement lies sixteen years of deep cultivation and exploration by the brand.

In 2009, founder Lin Yang observed that the North American market lacked affordable yet stylish and high-quality footwear products. Seizing the opportunity of supply chain dividends and Tuke, he founded the women's shoe brand Dream Pairs. The brand initially started in the North American offline market, selling products through more than 30 physical stores.

In 2014, with the boom of the cross-border e-commerce industry, they decisively adjusted their strategy and expanded to online platforms such as Amazon. This transformation quickly opened up the online market for the brand. Today, Dream Pairs covers more than 10 countries worldwide, serving over 16 million users cumulatively.

 

Image source:Amazon

Trend Dividend: Keeping Pace with the Global Footwear Market

The rise of the Dream Pairs brand is largely due to its precise grasp of the development trends in the global footwear market.As the world's largest producer and exporter of footwear, China's footwear Tuke is moving from OEM and overseas acquisitions to overall brand output.

In this process, China's outstanding flexible manufacturing capabilities in the supply chain have become a solid foundation for brand Tuke. It can quickly respond to the market and efficiently fulfill small-batch, high-quality orders, which perfectly matches the core needs of Dream Pairs in creating differentiated product strength.

With this as the core engine, Dream Pairs actively breaks into broader markets and gradually builds a clear multi-brand ecosystem.

Around the core brand, they have successively launched a series of brands such as Bruno Marc, NORTIV 8, and ALLSWIFIT, focusing on vertical fields such as business men's shoes, outdoor functional shoes, and sports shoes, achieving a wide layout of mainstream consumption scenarios.

 

Image source: Meimai Technology

The advantages of this multi-brand strategy have been strongly confirmed on the sales side.

On the Amazon platform, the Dream Pairs family of brands is flourishing: the main brand firmly holds the top spot in women's shoes; children's products frequently appear on the Best Seller list; and NORTIV 8, which focuses on the outdoor sector, performs outstandingly, with its military boots and snow boots both successfully taking the Top 1 position on Amazon.

 

Image source: Meimai Technology

Online-Offline Integration: Building an Omnichannel Sales Network

Dream Pairs demonstrates a forward-looking strategic layout in expanding sales channels, creating an omnichannel network that integrates "online + offline".

Online, they are not satisfied with their success on traditional e-commerce platforms like Amazon, but also actively expand to many emerging platforms, such as TikTok Shop, Temu, etc.

At the same time, the brand has also built a membership service system by acquiring the American fashion e-commerce platform JustFab, achieving diversified penetration of online channels.

 

Image source:TikTok shop

For offline channels, after achieving significant results in e-commerce, Dream Pairs has recently returned to offline physical layouts. Since 2023, the brand has successively opened multiple physical stores in locations such as Bay Plaza Shopping Center, Paramus, New Jersey, and Lake Grove, New York.

This strategy of mutual reinforcement between online and offline channels enables Dream Pairs to reach a broader audience and consumption scenarios.

 

Image source:PR Newswire

Social E-commerce: Embracing New Traffic Channels

In addition to traditional e-commerce platforms, Dream Pairs has also extended its reach to emerging social platforms such as TikTok and Instagram, leveraging the wide dissemination power of social media to precisely reach consumers and inject lasting vitality into the brand.

1. TikTok

On the TikTok platform, Dream Pairs' operational strategy is highly distinctive.

They mainly create content around product scenario displays and interactive resonance, placing shoes in specific life scenarios such as interviews, streets, graduation ceremonies, bar socializing, etc., allowing users to intuitively feel the applicability of the shoes.

At the same time, the brand has also created many plot-based videos, such as the POV (first-person) perspective of "being complimented on shoes by a stranger" or the retro setting of "what shoes to wear for an interview in 1945", using storytelling to attract viewers.

 

Image source:TikTok

This content model effectively increases video completion rates and sharing willingness, and multi-category displays attract fans with different needs.

From the data, many of its videos have reached hundreds of thousands to millions of views, and the brand's official account@dreampairs has accumulated more than 260,000 loyal fans, continuously driving brand exposure and sales conversion.

 

Image source:Echotik

In addition, for a brand with a predominantly female user base, sharing real-life outfit scenarios through influencers is also a key way to reach the target audience.

Therefore, Dream Pairs attaches great importance to matrix cooperation with TikTok influencers while operating its own content.

This is clearly confirmed by the data: of the $19.32 million sales in Dream Pairs' TikTok Shop, 62.35% came directly from influencer sales. In the past 30 days alone, the number of new influencers cooperating with the brand reached 27,600.

 

Image source:Echotik

This model of cooperating with a large number of influencers enables the brand's products to quickly reach consumers in different circles in a more life-like and authentic way, thus achieving high conversion at relatively low cost.

For example, in August this year, TikTok influencer @thevisualshop posted a Dream Pairs shoe review video, which, simply by trying on the shoes in daily life, received over 1.5 million views. With the shopping cart link attached to the video, it directly brought an estimated $48,000 in sales, intuitively demonstrating the conversion power of influencer marketing.

 

Image source:TikTok

2. Instagram

On Instagram, Dream Pairs uses clear category tags such as fashion sneakers, boots, children's shoes, etc., to help users quickly locate the desired category.

In terms of content presentation, they are adept at placing products in various everyday scenarios, using this highly visual and life-like display method to make it easy for users to relate and feel that these shoes are suitable for daily wear.

As of now, Dream Pairs has accumulated 67,000 followers on Instagram.

 

Image source:Instagram

Insights and Prospects for Chinese Brands Tuke

The Tuke journey of Dream Pairs provides valuable experience for Chinese companies expanding into overseas markets.

It demonstrates that Chinese brands are fully capable of occupying a place in the fiercely competitive international market through brand power, product strength, and channel capabilities.

Among them, strong supply chain management capabilities, data-driven product innovation, and omnichannel marketing strategies are the key elements for the success of Chinese brands Tuke.

In the process of "going global", Chinese companies do not have to blindly pursue low-price competition, but should focus on building core brand competitiveness, winning overseas consumers' recognition through high-quality products and precise marketing.

Nowadays, Tuke has become an important path for the development of Chinese enterprises. Whether in mature markets in Europe and America or emerging markets in Southeast Asia, there are plenty of opportunities waiting for Chinese brands to explore.

With the continuous improvement of global e-commerce infrastructure, Chinese brands Tuke are ushering in an unprecedented golden opportunity.