404Among the dazzling array of overseas brand rankings, 3C, apparel, and beauty brands often dominate the mainstream. Brands focusing on stationery and office supplies are almost the "invisible people" of the industry.
However, a niche painting tool brand from Shenzhen—Ohuhu—has successfully broken this pattern. With a small marker pen, it has written an astonishing overseas story:Annual sales close to 400 million RMB, topping the painting tool sales charts on multiple Amazon country sites.
How did this brand, focused on art supplies, stand out in a niche track?Has its success provided new ideas for more brands to go global?
Strategic Breakthrough in a Niche Track
According to TuKe, the Ohuhu brand was founded in 2010 and belongs to Shenzhen Qianan Technology, right at the start of China's cross-border e-commerce era. At that time, Saiwei Times and SHEIN were just starting out, and Anker and Ugreen were also laying down their respective tracks.
Unlike those brands focusing on 3C or apparel categories, Qianan Technology chose a more refined direction, concentrating its business into three main brands, with Ohuhu focusing on the painting tool market.
Although painting tools are a niche category, the niche market also contains huge potential.According to data, the global painting tools market was worth $10.03 billion in 2021 and is expected to expand to $13.5 billion by 2028, with a compound annual growth rate of 5%.
Moreover, with the popularity of social media, the market heat for painting tools continues to rise. Especially on TikTok, painting-related content easily reaches tens of millions or even hundreds of millions of views, making painting gradually move from a niche hobby into the public eye, becoming an important way for many people to express creativity and emotion.
Ohuhu seized this opportunity, entering this niche field with high-quality products and gradually emerging through precise market positioning.
E-commerce Strategy: Localized Brand Strategy on Amazon
In the e-commerce field, Ohuhu's layout centers on Amazon. Through refined operations, it launched high-end painting tool series in the European and American markets, such as dual-tip markers and professional watercolor sets. The quality products won consumer trust, occupying the top spot in the painting tool category for consecutive years.
At the same time, Ohuhu keenly captured opportunities in emerging markets, successfully expanding its business to Southeast Asia and India.
Especially in the Indian market, Ohuhu officially entered in 2021 and quickly adjusted its strategy, launching mid- and low-end painting tools suitable for the local market. This localized product line adjustment enabled Ohuhu to achieve$1.36 million in salesin its first year in India, and successfully ranked among Amazon India'sTop 5 in sales.
Image source: Amazon
Social Media Strategy: Triple Focus on TikTok, Instagram, and YouTube
In the era of social media, user attention has become the core resource for brand competition. Ohuhu knows well that a successful brand is not just about selling products, but also about creating emotional connections in users' minds. Ohuhu has achieved this through outstanding social media operations.
◆ TikTok
Ohuhu has built a multi-account matrix on TikTok, constructing deep interactions with users through multi-dimensional and multi-format content. The accounts feature diverse content, including drawing techniques and tutorials, as well as fun videos like marker creation challenges and product transformations, attracting a wider user base. Video themes revolve around "the healing power of drawing" and "the joy of creation," not only intuitively showcasing products but also enhancing brand favorability through emotional resonance.
Ohuhu builds an account matrix on TikTok
To enhance user participation,Ohuhu also launched the #OhuhuMarkers challenge, encouraging users to create content with brand products. Currently,the topic has surpassed 220 million views, becoming an important platform for art enthusiasts to share creativity and interact.
Through a large amount of UGC content, Ohuhu not only expanded brand exposure but also enhanced user belonging, further consolidating its influence in the art community.
#OhuhuMarkers challenge launched by Ohuhu
Ohuhu's Instagram account has attracted nearly 150,000 followers, with content covering drawing competitions, user submissions, and new product launches. This diverse content not only activates the user community but also cultivates a highly sticky fan base. Art enthusiasts share their works and establish deep interactions with Ohuhu, making the brand more than just a tool supplier, but part of the community culture.
◆ YouTube
On YouTube, Ohuhu collaborates with top art bloggers such as @Scott Christian Sava and @Jazza, each with over 2 million subscribers, to launch drawing tutorials and product experience videos, each with over a million views. These high-quality videos not only bring broad exposure to the brand but also vividly showcase product usage scenarios, bringing the brand closer to its target users.
Ohuhu collaborates with art bloggers on YouTube
Independent Website Construction: Long-term Brand Strategy
In its independent website layout, Ohuhu attaches great importance to building a "user community",attracting art enthusiasts of all ages through benefit policies, drawing competitions, and new product trial activities.
For example, Ohuhu regularly publishes product tester recruitment information on its official blog and subscription emails. Users can not only experience new products in advance but also help the brand improve products through feedback. This interaction provides dual support for new product warm-up and optimization.
Additionally, Ohuhu showcases user works on its independent website, bringing the brand closer to users and improving website conversion rates. This closed-loop system built around user needs not only strengthens the bond between brand and users but also lays a solid foundation for product innovation and long-term development.
Image source: Ohuhu's overseas independent website
From Niche to Benchmark: Overseas Inspiration from a Niche Brand
Ohuhu's success is by no means accidental, but stems from precise insight into market trends and a deep understanding of user needs. Through multi-dimensional layouts in social media, e-commerce, and independent websites, Ohuhu not only found a breakthrough in a niche track, but also provided a vivid demonstration for brands going global:Niche does not mean no opportunity; the key is how to tap potential and create value.
In the future, we look forward to more domestic brands drawing inspiration from this, exploring new possibilities in overseas markets, and writing their own success stories for Chinese brands.
