Multi-channel operation, diversified marketing, Ohuhu's overseas market "shines"!
Painting-related topics have always attracted more attention overseas, and it can be observed through overseas social media that the number of videos about painting is quite high.
Source: TikTok
Videos related to painting on TikTok have been played from tens of millions to hundreds of millions of times, which shows the attention and love of overseas users for painting.
Overseas, most people think that painting itself is a beautiful thing, and they appreciate this art of painting, so painting tools are in great demand in overseas markets.
According to GMInInsights, the global painting tools market was valued at $10.03 billion in 2021 and is expected to grow to $13.5 billion in 2028, growing at a CAGR of 5% from 2021 to 2028.
Source: Google
Among the many painting tools overseas, how do domestic painting tool brands stand out? Today, Shoptop will explain to you the successful road of Ohhuhu markers!
01
Ohuhu cross-border story
Ohuhu is a painting tool brand under Shenzhen Qianan Technology, founded in 2010, mainly engaged in painting supplies.
The brand has entered Amazon's major sites and established independent sites, selling products to the United States, Japan, Europe, Canada, Australia, India and other countries.
1. Amazon channel: from Europe and America to India
In 2010, Ohuhu entered the Amazon US station, relying on a steady and steady operation strategy, gradually opened up sales in overseas markets and laid out in various countries around the world.
Ohuhu has insight into the Southeast Asian e-commerce blue ocean market and India's demographic dividend, and in 2021, Ohuhu officially entered the Indian market and opened Amazon India.
In view of the difference in consumption habits between the Indian market and the European and American markets, Ohhuu has formulated different main product solutions.
Source: Google
European and American consumers pay more attention to product quality and brand, Ohhuu focuses on high-end series products in the United States, while Indian consumers like high-quality and inexpensive products, Ohuhu focuses on low-end series of double-ended watercolor pens in the Indian market.
Ohuhu painting tools adopt local operational thinking and continuously optimize products.
In the first year of entering the Indian station, the performance sprinted to 1.36 million US dollars, ranked first in sales, ranked Top5 in Amazon India, and increased sales by 300%, so it was popular in overseas markets.
2. Independent station channel: transform into a brand
From Amazon's site layout to the establishment of brand independent sites, Ohhuhu sells tens of thousands of popular products in a year, with annual sales of $90 million.
Shenzhen Qian'an Technology was actually a shop seller at the beginning, and with the rapid development of the market for a long time, CEO He Ding realized the importance of branding.
He said in an interview that "a large company can eventually settle down, it must be a brand."
Qian'an Technology's brand positioning of Ohhuhu painting supplies is: a brand for painters, to meet the needs of consumer groups, and gradually get market recognition.
Source: Ohuhu
The phrase "Paint up your inspiration" is displayed on the Ohuhu independent website, aiming to find the right painting tool for every painting lover and meet the inner world of overseas consumers who love painting and pursue art.
02
Ohuhu brand independent station
Rhythm, an expert on Shoptop's independent website brand going overseas, said: "Independent station, an excellent carrier of the brand", should be built and strengthened through the official website, de-three-dimensional, story-based shaping and presentation, so as to deepen the mental imprint of brand consumers.
Ohhuhu is exactly that.
1. Intensive research products
Ohuhu is determined to do a good job in products, strictly control quality, and enhance the core competitiveness of the industry for long-term development!
Source: Ohuhu
As mentioned earlier, Ohuhu's main products are different according to the consumption habits of different countries.
Ohuhu has created a diversified brand of painting tools, and its independent website sells a variety of products such as Honolulu colors, Molokai colors, double-ended markers, watercolor sets and so on.
For each product, Ohhuu has done careful research.
From product market insights to product team research and development to product sales to the market, there will be countless tests and feedback, and strive to provide every consumer with satisfactory painting tools.
2. Product testing
Before Ohuhu launches a new product, it will publish product tester recruitment information through blogs or other channels, interested users can sign up, and eventually Ohuhu will announce the list of selected candidates in the same way.
Source: Ohuhu
Not long ago, Ohuhu announced that the new colored pencil was recruiting 20 testers, which caused many users to participate.
After receiving feedback from testers, the Ohuhu product development team will make further improvements and improvements until it meets the needs of each user as much as possible.
3. Product price
Through the observation of Ohuhu's independent station, it is found that its product price is between $24.99-$232.74, mainly according to the standard of several colors of markers, painting tool categories, gift boxes and other standards.
4. After-sales service
The Ohhuhu brand believes that it is not only necessary to do a good job, but also to provide better services for consumers.
Source: Ohuhu
According to the characteristics of overseas consumer users who are more concerned about logistics and post-cargo guarantee, Ohuhu stores provide: free shipping, 30-day money-back guarantee, 6-month warranty and other after-sales services.
Ohuhu's high-quality after-sales service further alleviates consumers' worries, allows users to buy with confidence, and also increases brand favorability and greatly improves the repurchase rate of stores.
5. Website traffic
Source: SimilarWeb
According to similarweb data, Ohuhu's independent website has been visited more than 130,000 times in the past three months.
The total number of visits to the independent website reached 163,600 in February, an increase of 23.97% over January, which not only created good sales for Ohuhu, but also expanded the brand influence.
03
Versatile marketing strategies
The hundreds of thousands of visits to Ohuhu's independent website are closely related to its diversified marketing strategies.
Rhythm, an expert on Shoptop's independent website brand going overseas, believes that independent websites have diverse gameplay, and brands should have a variety of operation strategies to precipitate private domain traffic.
Source: Ohuhu
1. Layout social media
Keeping up with the pace of the traffic era, the Ohuhu brand has registered accounts on mainstream social media platforms such as Facebook, YouTube, TikTok, Pinterest, and Twitter.
So far, Ohuhu Art has published 1,240 posts on Instagram with 130,000 followers; It has 12,000 subscribers on YouTube, 9,099 on TikTok and 3,800 on Pinterest.
Source: YouTube
The promotional video on YouTube's "@Ohuhu Art" account homepage has 9,858 views, and the main content is to teach people to draw pumpkins with markers.
"@Ohuhu Art" reads on the subject of the video, "We feel peaceful, joyful and relaxed when we are drawing. What about you?” (When we paint, we feel calm, happy, and relaxed.) What about you? ）
The theme conveys that painting is a peaceful, beautiful and happy thing. Through marker painting, painting enthusiasts express the real inner world, and Ohhu resonates with consumers from the essence of art and painting.
The YouTube homepage has tutorials for beginners, new brand launch videos, marker coloring tutorials, and more.
Ohhuhu provides teaching assistance for beginners in painting, while also increasing the brand's favorability and popularity in the market.
2. Node discount
Source: Ohuhu
Ohuhu makes big promotions based on important overseas festivals. For example, on the occasion of St. Patrick's Day, Ohhu launched a March 17-20 promotion where users who purchase more than $107 will receive free lucky gifts.
Through the clover-themed website design to create a festive atmosphere, coupled with "Get it now" and other single-talk techniques, many consumers are attracted and increase their purchases.
3. Ohuhu community
Source: Ohuhu
Ohuhu understands the importance of community to brands. By building a community, Ohhu can gain insight into the needs of users in the first place, and also lay the foundation for the brand's reputation and popularity.
Consumers who have purchased can share their feelings and drawings on Instagram, and @Ohuhu Art, which can attract more interested customers to Ohuhu, and at the same time, use Ohuhu's account to get more traffic to consumers themselves.
Ohuhu uses a carousel to display user works on independent sites, so that more users who enter the website can see real user sharing, and also improve the conversion rate of the website.
4. Cooperate with celebrity painters
Source: Ohuhu
The topic of "#ohuhumarkers" has been viewed more than 220 million times on TikTok, and many users will post videos of Ohuhu markers unboxing, sharing drawings, coloring and other works on the platform.
Ohuhu collaborates with influencer painters who love painting to increase brand awareness and influence.
It is mainly based on videos of celebrity painters using Ohhu painting to create works, Ohuhu painting tools unboxing videos, etc., to "plant" Ohhuhu to more users.
With the traffic brought by influencers, coupled with discount promotions, it can promote user consumption and increase store sales.
Source: Google
Written at the end:
Ohuhu's successful transformation from overseas distribution to brand operation is inseparable from listening to the needs of consumers and continuously optimizing products from consumer feedback.
Of course, the Ohuhu brand versatile marketing strategy is also worth learning from many cross-border sellers. Refineing the layout and operation of public marketing channels and slowly precipitating private domain traffic is one of the necessary ways for brands to go global.
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