564In recent years, the growing demand for personalization has driven innovation and diversification in the phone case market. Phone cases are no longer just protective tools, but have become fashionable items that showcase personal taste, style, and individuality.
According to GIR data, global phone case revenue reached approximately $11.09 billion in 2023, and is expected to reach $13.97 billion by 2030, with a compound annual growth rate of 3.3%. It is clear that the global phone case market has strong development potential.
CASETiFY founder Wesley Ng
With such great potential in the phone case market, it naturally attracts many entrants, and competition is fierce both domestically and internationally.
However, there is a domestic brand that has managed to break through overseas with its strong capabilities, and has been rated by many overseas consumers as the "Hermès of phone cases." That brand is—CASETiFY Fashion Brand.
According to reports, CASETiFY is a trendy fashion lifestyle brand founded in Hong Kong in 2011, focusing on phone cases and other tech accessories. Its products are sold in more than 180 countries and regions, including North America, South Korea, Japan, and Europe.
CASETiFY's phone case sales reached over 3 million in 2022, with total revenue exceeding $300 million, equivalent to about 2.18 billion RMB. Meanwhile, its founder Ng also revealed that in 2022, CASETiFY sold 15 million phone cases worldwide.
As for the specific data for 2023, we do not know yet, but based on CASETiFY's previous sales performance, it should also be quite impressive.
CASETiFY is so popular overseas, thanks in large part to its strong promotion, with TikTok being its main marketing platform. So how does CASETiFY operate on TikTok?
1. Building an Account Matrix
To expand brand awareness and reach more potential customers, CASETiFY has put in a lot of effort, one of which is building an account matrix by opening multiple accounts.
Moreover, the accounts are divided by region, covering users from countries such as Mexico and Japan. Among them, the Mexico account has 73,400 followers, and the Japan account has 13,000 followers. As of August 2024, CASETiFY's main account on TikTok has reached 725,800 followers and received 4.6 million likes!
Overview of CASETiFY TikTok main and secondary account followers
2. Maintaining Consistent Updates
CASETiFY updates very frequently on TikTok, basically posting daily, and often uploads two videos in one day. The data response is also very good, with each video consistently getting over ten thousand views.
Among them, the most popular video reached 2.8 million views and 597,400 likes!
CASETiFY TikTok video view statistics
3. Leveraging Celebrity Traffic
When a popular celebrity posts photos or videos using the same phone case on social media, CASETiFY's official account immediately releases a video, @ the celebrity's TikTok account, and uses relevant celebrity tags to attract traffic. By "riding" the celebrity's popularity, they draw more people to check out the product.
A previous video posted by CASETiFY about a member of the K-pop group SEVENTEEN using the same phone case attracted many fans to watch and comment.
CASETiFY TikTok account posts video of K-pop star using the same product
4. Collaborating with TikTok Influencers
Collaborating with TikTok influencers is a common way to market products, and CASETiFY has worked with many TikTok creators to promote its products, achieving good exposure.
@heillyraices, who has 175,000 followers, is one of the collaborators. Multiple videos shot for CASETiFY's new phone cases attracted many viewers after being posted, with each video reaching over 300,000 views.
TikTok influencer heillyraices' CASETiFY product video data
While working on TikTok, CASETiFY has also built a professional and visually appealing independent overseas website. Through its dedicated site, CASETiFY can fully showcase its products, better attract potential consumers, and improve sales conversion rates.
At the same time, with its own website, CASETiFY is no longer overly restricted by third-party overseas e-commerce platforms such as Amazon and Alibaba International. Even if accounts on these platforms are banned, CASETiFY can still sell products through its own site, so the impact on overseas sales is minimal.
Screenshot of CASETiFY's overseas independent website
In addition, CASETiFY is also active on Instagram, with its main account boasting an impressive 2.744 million followers.
Similar to TikTok, CASETiFY has set up multiple independent Instagram accounts for different countries, including Korea (175,000 followers), Hong Kong (107,000 followers), and Thailand (25,000 followers).
CASETiFY Instagram account matrix
As for YouTube, CASETiFY has also achieved good results. Although the account only has 13,100 subscribers, related videos with #CASETiFY have reached up to 7.99 million views for a single video, making it a definite viral hit.
CASETiFY YouTube video view data
In addition, CASETiFY has also entered overseas e-commerce platforms such as Amazon, increasing its product distribution channels. On Amazon, CASETiFY's product ratings are quite good, and the unit price is maintained above $60. High prices and strong purchasing power have enabled CASETiFY to achieve annual sales of 2.1 billion.
Image source: Amazon
Using TikTok, YouTube, etc. to increase brand exposure; building independent websites to establish sales channels; listing products on Amazon and other overseas e-commerce platforms to increase sales channels, are the "three-step" strategy for going global that TuKe summarized for everyone after thoroughly researching CASETiFY's overseas expansion story.
If you are also considering going global, you can try this strategy—maybe the next cross-border bestseller will be you!
If you don't know how to start, don't worry. You can find professional overseas marketing service providers to help. They are familiar with the operation methods of TikTok, Instagram, YouTube, Amazon, and other platforms, and can help brands develop more effective marketing strategies to quickly enter and capture overseas markets.
In summary, we look forward to more Chinese brands successfully going global through TikTok, Instagram, YouTube, Amazon, and other platforms in the future!
