556In 2023, the global apparel market demonstrated a vigorous development trend, reaching a scale of $673 billion.
Among them, the Chinese women's clothing category is particularly noteworthy, not only occupying an important position in the domestic market but also showing strong growth potential in the international market.
NOWRAIN is a “leader” in this field.
NOWRAIN was established in 2019.
As a fast fashion women's wear brand going overseas backed by Vipshop, NOWRAIN has quickly won the favor of young people under 25 overseas since its establishment, thanks to its precise market positioning and innovative design concepts.
In 2022, NOWRAIN entered TikTok Shop. In just half a year, its monthly sales growth rate reached an astonishing 3665%, and total sales soared to about 14.37 million RMB, becoming a force to be reckoned with in the overseas market.
How did NOWRAIN stand out in the fierce competition of the overseas women's clothing market and become a darling of the fashion industry?
Next, Tuke will take everyone to unveil the secret of NOWRAIN's success.
Image source: Tabcut
TikTok Marketing: NOWRAIN's Social Media Strategy
1. Matrix Accounts: Building Brand Influence
On TikTok, NOWRAIN has carefully set up multiple matrix accounts, forming a powerful brand matrix. Although these accounts have different styles, they generally focus on product display, guiding purchases in the shop, and sharing outfit ideas, successfully attracting more than 100,000 fans.
Among them, the nowrain_girly account currently ranks first with 61,200 followers; the nowrain_outfit account follows closely with 20,500 followers; while the UK account nowrain_uk and the official NOWRAIN account nowrain_official have 19,100 and 11,400 followers respectively.
Number of followers of NOWRAIN TikTok account matrix
2. Topic Popularity: Making the Brand the Focus
NOWRAIN cleverly uses topic hashtags on TikTok, such as #nowrain, #nowraingirl, and #nowrainstyling, with views reaching 55.7 million, 15.2 million, and 7.7 million respectively.
The popularity of these topics has successfully focused users' attention on the brand. Through interesting and creative content forms, the brand's image in the minds of potential consumers has become more vivid and three-dimensional.
Users share their own stories, experiences, and creativity under these topics, invisibly accumulating a large amount of user-generated content for the brand. This voice from real users is often more persuasive and appealing than any traditional advertising.
Image source: TikTok
3. Influencer Collaboration: Expanding Brand Influence
NOWRAIN also attaches great importance to cooperation with influencers on TikTok, leveraging their influence and fan base to increase brand exposure.
For example, collaborating with comedy dance influencer @dance.like.andrea, who has 6.2 million followers. Wearing NOWRAIN's new women's clothing, she creates a unique "chemical reaction" through the perfect combination of dynamic music and eye-catching dance, along with precise rhythm, allowing overseas users to quickly establish brand awareness and leave a deep impression in a short time.
Obviously, this novel promotion method is more favored by modern young fashion consumers.
Image source: TikTok
Another example is the collaboration with food influencer @foodandfamily, who has 388,000 followers. In an exclusive paid video in cooperation with NOWRAIN, @foodandfamily promoted NOWRAIN women's clothing with a unique outfit-changing show, receiving 11,000 likes. The screen full of cute outfit changes won the hearts of many fans and brought excellent publicity results for the brand.
Image source: TikTok
In the copy posted by this influencer, the promotion of a 25% discount on NOWRAIN women's clothing was also cleverly integrated. The official NOWRAIN account also appeared and interacted actively, and this tacit cooperation between the brand and the influencer greatly enhanced NOWRAIN's brand image and attracted more people to become interested in the brand.
Image source: TikTok
4. TikTok Shop+Live Streaming Sales: Creating Sales Peaks
NOWRAIN has also launched a TikTok Shop and sells products through live streaming.
According to Tuke, after only half a year of operation, the official NOWRAIN TikTok Shop successfully attracted 100,000 followers, firmly occupying a top 3 position in the women's clothing category on the platform, and is one of the leading women's clothing brands on TikTok Shop.
Moreover, at the UK "Fashion Discovery" fashion festival, which ended perfectly on April 24 last year, the NOWRAIN brand won the honor of "Top Fashion Merchant" for its outstanding performance in the live streaming ranking event.
In addition, NOWRAIN actively cooperates with TikTok Shop, such as successfully holding the "NOWRAIN SUPER DAY" marketing event, which greatly promoted the growth of the brand's transaction volume and fan base, and repeatedly set new transaction peaks during live broadcasts, breaking the brand's single live broadcast historical record!
Overseas Independent Site: Directly Reaching Consumers
As early as 2019, NOWRAIN built its overseas independent site, targeting young people in Europe and the United States as the main consumer group, enabling direct communication between the brand and consumers. It effectively leveraged TikTok's huge user base for traffic, guiding users from the TikTok platform to its independent site, directly reaching overseas consumers and enhancing the brand's awareness and influence in overseas markets.
NOWRAIN overseas independent site
It is reported that the daily number of visitors to the NOWRAIN independent site is about 63,200, with about 379,300 daily page views. In terms of traffic channel distribution, direct access (Direct) accounts for the highest proportion, reaching 49.51%. This data fully demonstrates that the NOWRAIN brand has strong user stickiness and return rates.
Next is search access (Search), accounting for about 39.50%. Among this, organic keyword search accounts for 45.05%, while paid keyword search accounts for about 54.95%. This data shows that NOWRAIN has achieved certain results in both search engine optimization and paid promotion.
Image source: Similarweb
Localization Strategy: Close to the European and American Markets
In terms of product development, NOWRAIN is committed to creating sizes, styles, and designs that fit the aesthetic preferences of Europeans and Americans, clearly following the European and American style route. The product line covers tops, bottoms, dresses, two-piece sets, shoes, accessories, and other categories. The brand also actively adjusts its positioning to meet the needs of Gen Z consumers in Europe and America for comfort, functionality, and cost-effectiveness.
In addition, considering the purchasing power of Generation Z consumers, NOWRAIN sets the price of clothing in the range of $15 to $50, and shoes in the range of $10 to $30, maintaining a relatively affordable pricing strategy.
Moreover, when purchases reach a certain amount, consumers can enjoy additional discounts. This preferential strategy also increases the competitiveness of its products.
NOWRAIN overseas independent site
The story of NOWRAIN is not just a successful case of a brand, but also a microcosm of Chinese brands going global.
Through clear brand positioning, adjusting product design to suit the aesthetics of the target market, and using diversified channels such as overseas social media and independent sites for marketing and promotion, NOWRAIN has achieved remarkable results in overseas markets.
This is not only a recognition of the NOWRAIN team, but also a powerful proof of the internationalization potential of Chinese brands.
We look forward to seeing more Chinese brands like NOWRAIN shine on the international stage, winning the favor of global consumers with innovation and quality, and ultimately achieving efficient overseas expansion!
Let us witness and participate in the globalization journey of Chinese brands together!
