It is said that there are three ultimate pursuits in life: sleeping enough, sleeping well, and waking up naturally.

This is absolutely true, after all, sleeping is the top priority! Only when you are well rested do you have the energy to make money, have fun, and enjoy life.

To get a good night's sleep, consumers put a lot of thought into bedding products.

Some people love the skin-friendly smoothness of silk bedding, some prefer the breathability and sweat absorption of pure cotton, and others are obsessed with the fluffy thickness of flannel……

 

Image source:Google

These diverse preferences and needs have created huge business opportunities for the home textile market, attracting many brands to Tuke for gold.

Today we're talking aboutBedsure, which is one of them!

Reportedly, during the2021 Black Friday promotion, Bedsure achieved $5.4756 million in sales, becoming the sales champion in the home textile category among Amazon Tuke brands.

By2024, the brand's annual sales have exceeded $700 million.

Just throughTikTok Shop channel, Bedsure's annual sales reached the tens of millions of dollars level, becoming the favorite of countless "professional bed lovers".

 

Image source:Google

From Amazonbest-sellerto global top seller

According to reports,Bedsure's story began in 2016. This brand from Wuxi, Jiangsu, China, targeted the cross-border e-commerce home textile market from the very beginning.

Initially,Bedsure mainly expanded overseas markets through Amazon, focusing on home textile business layout. Later,in just5 years,it topped the Amazon home categoryasTOP1, becoming a leading brand on the platform.

  

Image source:Google

But the team gradually realized a problem: just selling products wouldn't get them far, they had to transform into a brand.

However, the road to branding was not smooth.

Bedsure discovered a key difference when researching the European and American markets, which is thatoverseas consumers almost never use duvet covers.This product, which is common in China, is almost ignored in the European and American markets.

This discovery forced the team to completely adjust their product strategy, and became a key turning point for the brand's transformation.

So,Bedsure began to deeply explore the real needs of overseas users.

They found that different groups have completely different requirements for their sleeping environment.Some are afraid of heat, some are afraid of cold, and some are allergic to fabrics.

Targeting these overlooked niche needs,the brandquickly adjusted its product line and developedexclusive home textile products for different groups, successfully filling market gapsand further enhancing the brand's competitiveness.

 

Image source:Google

TikTok becomes a new growth engine

With great products, how do you let more people know? Especially in the fiercely competitive overseas market, you can't just wait for customers to come to you.

Bedsurechose tofocus on the globally popular short video platform——TikTok, publishing short videos on the platform to gain traffic and attention.

They know very well that overseas users dislike hard-sell ads. So,Bedsure on TikTokdidnottake the usual route.

Instead,they first set up an official account@bedsurehome,tocontinuously share various practical content.

For example,what are the 5 worst sleeping positions? Tips for falling asleep quickly in 2 minutes? How to deal with insomnia, etc.

 

Image source:TikTok

This content strategy provides value to users, solves their real problems, and makes users willing to follow, stay, and even look forward to updates.

While users are learning,theysubtly remember the brand.

This soft seeding is much more effective than hard advertising.So far, this account has accumulated98,400 followers and 797,400 likes.

 

Image source:TikTok

KOL collaboration: Find the right people to tell the right stories

Just speaking for yourself is not enough,you also need to leverage KOLs to make the brand known to more people.

For this,Bedsure on TikTokhasanother key move,which isto select KOLs for collaboration. Mainly targeting two types of KOLs highly relevant to life scenarios:young people living alone and family/couple bloggers.

For the solo-living group,they collaborated with KOLwith2.2 million followers,@annaschottin.

The video content has no dialogue, just recordsthe KOLwrapped inBedsureflannel quilt, enjoying a lazy and relaxing day at home.

This kind of content showing the happiness of staying at home precisely hits young people's longing for comfortable alone time,and the videoreceived85,400 likes and 453,400 views.

 

Image source:TikTok

For the family scenario,they found the humorous couple blogger@91chavito collaborate.

The promotionalvideoshot by this blogger is very interesting,showingin a comedic wayhow the quilt is so comfortable that a planned nap until1o'clock ended up sleeping until5 o'clock—real and funny.

This video ended up with5.7 million views and 194,200 likes, attracting many users to watch,and in the comments sectionsomeoneeven made a meme of the blogger's cat and posted it in the comments joking about how much it can sleep.

 

Image source:TikTok

Through collaboration with these two types of KOLs,Bedsure's products were seamlessly integrated into the two core life narratives of solo comfort and family warmth,makingthe brand imageevenwarmer and more trustworthy.

A reminder for Chinese brands wanting to Tuke

Nowadays,consumer needsareconstantly changing. The old way of relying on platform traffic dividends for rapid growth no longer works. Future competition will be more about brand power, content power, and local operation capabilities.

LikeBedsure, those willing to study the market in depth and communicate sincerely with users through localized content may not explode overnight, but can go further and steadier.

Therefore,our brands, ifthey want to truly establish themselves in overseas markets, shouldn't just pursue short-term growth, butshouldfocus on user needs, create differentiated value,andbuild a sustainable market advantage!

What do you think? Does this make sense?