865In the "BrandOS 2022Q4 Overseas Brand Social Media Influence Analysis" ranking, a domestic brand successfully broke through and achieved remarkable results. This brand is Zeelool, which stood out among many well-known brands, surpassing famous platforms such as Tuke International, Tuke, and the e-commerce brand Florasis, ranking sixth.
As an eyewear brand originating from China, Zeelool started in the North American market and successfully entered the top ten overseas social media influence rankings in just three years.
It is understood that Zeelool is a company committed to long-term development and branding strategies, with an annual growth rate exceeding 100%, far higher than the industry average. So, what is the secret to Zeelool's success?
This article takes the Zeelool brand as a starting point to explore the core methods of social media marketing for overseas brands.
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How did Zeelool stand out?
Zeelool is an overseas eyewear brand from China, under Zhengzhou Xiaomoshu Digital Technology (Zhengzhou) Co., Ltd.
In 2017, when Zhengzhou Xiaomoshu E-commerce Co., Ltd. was established, some well-known e-commerce companies in the industry had already firmly occupied market share. Facing such a competitive environment, Xiaomoshu decided to seek opportunities in the customized product sector and eventually chose to enter the prescription eyewear market, launching its own brand Zeelool.
Zeelool was able to break through mainly due to its outstanding cost performance and product differentiation.
It is reported that Zeelool glasses are usually priced between $15 and $30, and sometimes even offer super promotions at $7. The brand's product range covers the needs of men and women of different ages, including prescription glasses, reading glasses, sunglasses, frames, and contact lenses. These products feature fashionable and diverse designs, suitable for consumers of different occasions and styles.
Zeelool eyewear products undergo strict quality control, use high-quality materials and advanced technology to ensure product quality and comfort.
Of course, all these achievements are inseparable from the efforts behind the scenes.
It is understood that to overcome supply chain challenges, Zeelool formed its own eyewear design team, procurement team, and processing team, and learned from traditional eyewear manufacturing companies to make up for the company's shortcomings.
Zeelool not only provides high-quality eyewear products but is also committed to offering excellent customer service to global consumers. They offer free global shipping, a 30-day return guarantee, and a 1-year free repair warranty to ensure customers have a pleasant and worry-free shopping experience.
Through these initiatives, Zeelool has won the trust and praise of global consumers and has gradually become a highly favored fashionable eyewear brand.
Unlike other domestic eyewear brands,
Zeelool has a very mature independent website,
(Zeelool independent site homepage)
Consumers can complete selection, purchase, and after-sales service on the website, providing them with the most convenient and time-saving shopping experience.
According to PipeCandy data, Zeelool's online sales in the past year were about $25 million to $50 million. Although Zeelool is known for low-priced glasses, what truly brings high profits is attracting consumers for subsequent prescription services.
According to similarweb data, Zeelool's independent site users mainly come from the US market, accounting for as much as 78%.
Among them, direct traffic by entering the website address accounts for 43.96%, indicating that Zeelool's brand building is quite successful.
Search engine traffic accounts for 28%, and social media traffic accounts for 16%.
On social media, 91.33% of the traffic comes from Facebook, followed by YouTube and Instagram, accounting for 5.62% and 2.10% respectively.
Taking Facebook as an example, Zeelool adopts a variety of marketing activities to attract potential customers and increase brand awareness, such as offering coupons, limited-time discounts, and free gifts to attract users' attention and purchases.
In addition, to increase brand awareness and user engagement, Zeelool interacts with users on Facebook. They post user reviews, product evaluations, usage guides, and other content on Facebook, and encourage users to comment and interact under the posts.
Moreover, Zeelool also regularly launches surveys or voting activities to understand users' preferences and feedback.
It is reported that in the early days of its establishment, Zeelool did not blindly promote the brand but quickly cooperated with a group of Facebook bloggers. By publishing Facebook branded content ads, they successfully increased brand awareness and achieved higher conversion rates.
By continuously launching new activities and utilizing various Facebook features, Zeelool has continuously strengthened its social media marketing and increased its brand influence.
Another important arena for Zeelool's social media matrix is Tuke.
Zeelool is very active on Tuke, with over 900,000 followers and millions of likes.
At the same time, its two hashtags #zeelooleyewear and #zeelool have reached 66.7M and 80.7M views respectively, greatly boosting brand exposure.
For overseas brands, social media marketing is an indispensable part of increasing awareness and building brand power, and for some brands just starting to go overseas, it is a key means to break into the market.
However, in the vast market, most brands are engaged in social media marketing, but the results vary greatly.
So, how should social media marketing be implemented? Besides methods, are there more "mindsets"?
Besides Zeelool, we can find answers from three typical domestic overseas brands, which provide us with new ideas:
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Dreame Technology
As a pioneer in domestic overseas expansion, Dreame Technology's brand sales exceeded 500 million in its first year overseas, and in 2020, sales exceeded 2 billion. In the first half of 2021, Dreame Technology continued its rapid growth, with sales increasing by more than 100% year-on-year, approaching the level of the entire year of 2020.
Dreame Technology has accumulated valuable experience in marketing, providing us with some inspiration.
Dreame Technology believes that in the process of brand expansion overseas, overseas media are one of the important channels to quickly reach and communicate with local consumers. Considering that Dreame's products themselves have certain technological attributes,
the Dreame marketing team attaches great importance to cooperation with technology media.
Dreame Technology's overseas market director Wang Kai said: "Many Chinese cross-border sellers are not good at interacting with overseas media, which leads to information asymmetry, and the less consumers know about your products, the less likely they are to buy. In fact, we should take the initiative to establish contact and friendship with overseas media." He also said: "We cooperate with some technology media for product reviews. Through media PR, KOL reviews, and other methods, we can actually conduct deep marketing for products."
2
Flower Knows
Flower Knows is a domestic beauty brand that successfully went viral with its "extreme girlishness." The brand was established in August 2016, with total sales exceeding 20 million in 2019, and sales doubling in 2020, with omni-channel sales exceeding 100 million.
In addition to the characteristics of the products themselves, Flower Knows' overall marketing strategy is also key to the brand's growth.
The brand's two founders have deep experience in overseas social media and understand the value of early seed users who purchase products, so they adopted niche cultural symbols, successfully attracting public attention and love. This communication model can be described as niche communication to niche consumption, then to mass communication, and finally forming mass consumption.
In the early stage when product strength was weak, the two founders mainly relied on their influence and connections in the community for early product promotion. For example, through a large number of buy-and-get and lottery benefits, as well as photo autographs sent with goods, they used fan effects to stabilize the brand's cold start period.
For early Flower Knows, prioritizing the consumption commonality of niche core users was highly valuable for brand communication and conversion. During the cold start period, the founders personally promoted products, actively interacted with fans, and improved fan loyalty to the brand through Weibo super topics, personal accounts, and official account reposts of buyer shows, while also providing fans with a pleasant experience beyond shopping.
As time went on, Flower Knows discovered mass trends in niche culture, breaking out from the initial ACG niche group and gradually expanding its reach, eventually becoming today's highly praised "No.1 National Girlish Makeup Brand."
3
Segway-Ninebot
In 2021, Segway-Ninebot's annual revenue reached an astonishing 9.146 billion. However, surprisingly, Segway-Ninebot's marketing investment was only 120 million, accounting for just 1.3% of total revenue.
As a consumer-facing brand, Segway-Ninebot needs to pay huge fees for advertising and new media traffic. However, we can't help but ask, why can Ninebot achieve such huge success with such low marketing expenses?
Segway-Ninebot's Senior Vice President Huang Chen gave the answer: "Although you can buy traffic with money, what if funds are limited? Therefore, in the end, you still have to win users' continuous recognition and increase repurchase rates. This is the key to global brand operation survival."
In Ninebot's view, the core of the DTC (Direct-to-Consumer) model that has attracted much attention in recent years is repurchase. The key to repurchase is to go beyond the transaction itself and provide users with better products, better services, and more amazing experiences. Only in this way can the brand be naturally established.
Ninebot firmly believes that by providing excellent product quality and user experience, they can win users' trust and loyalty and encourage continuous purchases. This continuous user recognition and loyalty is more important than simple advertising investment and is the fundamental reason for Ninebot's huge success.
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Behind Zeelool's success lies a unique development strategy and marketing approach.
First, Zeelool always adheres to the branding route, focusing on brand building and user experience. They actively build their brand image and continuously improve the quality of products and services to meet user needs and win users' trust.
Secondly, Zeelool continuously innovates in marketing, widely using social media, cooperating with KOLs, and integrating online and offline methods. They are good at exploring localized needs, carrying out personalized promotion according to the characteristics of different regional markets, and have established a global logistics supply chain network to achieve fast and convenient global delivery. These measures greatly improve user satisfaction and loyalty, while also expanding the brand's influence.
Most importantly, Zeelool continuously optimizes product quality and service quality in its development process. They are committed to providing users with high-quality eyewear products and excellent after-sales service, winning recognition and trust from users at home and abroad. This accumulation of user reputation has played an important role in promoting the brand's sustainable development.
In short, Zeelool's success is due to their long-termism, branding, and innovative development strategy, as well as their relentless efforts to continuously optimize product and service quality. This successful experience provides valuable reference and inspiration for other Chinese companies to enter the international market.
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