In the past two years, the cause of the epidemic has broken the "prejudice" of Europeans and Americans against electric bicycles. More and more travel enthusiasts are switching to e-bikes, a type of bicycle that is powered by electricity.
This two-wheeled electric bicycle (e-bike) is different from the electric vehicles that most people in our country pedal, and it is similar in appearance to bicycles. It can be pedaled with foot assistance, which is lighter overall and convenient for sports and fitness. European and American countries have a strong atmosphere of outdoor sports, and this kind of transportation with both transportation and fitness attributes has been sought after.
Not only the American pop singers Justin Bieber, Leonardo, and Post Malone have posted on social ** that they ride it**, but even Biden in the United States has also vigorously encouraged and actively promoted various relevant policies and regulations.
This kind of pursuit seems to be especially obvious among teenagers. In order to let more people experience the fun of riding, broaden the function of bicycles in life,In such a wayTracks, a company named **entonThe bike brand, this time ahead of the curve.
As one of the earliest bicycle brands to reach the e-bike trend, while other brands are still busy increasing product sales, Enton has won the favor of many capitals and built its own brand influence. In March 2022, **Enton received investment from Gaorong Capital, and in November 2022, it received investment from Sequoia Capital (China).
Although it has only received widespread attention since entering the e-bike, in fact, **enton, which was founded in 2012, has been up and down in the bicycle field for more than ten years.
*What kind of layouts did Enton make after seizing the opportunity of the e-bike?Let's follow Hymar to disassemble the e-bike road of **enton!
*Founded in the United States in 2012, Enton is a well-known leading brand of bicycles in the United States. Although it was founded in the United States, the founder is a native of Zhejiang, China, named Zhang Jianwei.
The founder is an outdoor enthusiast born in Yongkang, Zhejiang, which not only has the title of China's hardware industry manufacturing capital, but also an important town in China's bicycle industry chain. Zhang Jianwei, who grew up in a strong bicycle atmosphere, is naturally an extremely important part of his life, even if he later went to the United States to study, Zhang Jianwei still regards bicycles as his main mode of transportation.
I don't know if anyone still remembers Dead Fly.
In fact, in the early days of the birth of **enton, it was the period of the popularity of dead flying, and Zhang Jianwei quickly keenly captured the fixed-tooth cars speeding back and forth on the streets of Los Angeles. So, after graduating from the University of California, he immediately began to devote himself to the bicycle industry, trying to create a bicycle brand that was both cool and cost-effective.
Taking advantage of the long-term accumulation of the industrial chain in China, soon, the first **enton fixed tooth bicycle was born in 2012.
Zhang Jianwei then sold it to the United States through e-commerce channels, and with the advantages of smooth and simple frame design and cost performance, he also harvested the first pot of gold and developed steadily for several years. If you go to interview some domestic dead fly enthusiasts, there are still many people who will mention the name of **enton, and his first dead fly is probably **enton.
A teenager who loves bicycles and has been exposed to them since childhood, he created his own bicycle brand and made his products known to as many people as possible. But behind the simple appearance,The two foundations of the company may have been revealed at that time, one is a keen insight to capture the trend of the times, and the other is to know how to use marketing to build brand influence.
And these two points are also manifested in the advent of the e-bike era!
In 2017, Enton's was still selling bikes and parts, and there wasn't much traffic at that time.
Then came the pandemic, and when shutdowns occurred, the first thing that came to mind was that it was going to kill the bike industry, and most of the independent bike shops in the U.S. were small companies that ran their own businesses, and people were full of pessimism and frustration.
The fact is that bicycle sales soared during the pandemic, and e-bike sales also saw phenomenal growth, with ebike sales increasing by % respectively from March to May 2020.
With the blessing of new energy development, **enton was keenly aware of the development trend of the market and shifted the company's focus to e-bike.
After years of cycling entrepreneurship, Enton has been able to integrate the experience of the domestic chain and the preferences of American consumers into its own research and development, which makes Enton have a complete R&D, design and production capacity of its own factory.
To date, Enton has developed a series of ebike models, ranging from $1,100 to $2,000, which cover diverse vertical needs such as outdoor travel and commuter travel.
And based on the previous cumulative offline store model, the subsequent **enton mainly develops in two aspectsFirst, build a localized marketing operation team;Second, online and offline are combined.
*Enton has been working hard to build a truly localized operation and marketing team, it is understood that **Enton's operation staff are all from the United States, and in the United States, it has also covered 300+ local stores, and settled in the largest home appliance channel in the United States, Bestbuy. Whether it's hiring staff or channel franchises, it's fully localized, and marketing agencies and consultants are hired to help with public relations, digital marketing, SEO, and more.
*Enton's online marketing channels are mainly undertaken by brand independent stations, and some data show that 100% of Enton's online marketing is completed by its own official. In addition to organic traffic, a large part of Enton's traffic mainly comes from social media and influencer marketing.
Among all the overseas social media platforms, Facebook and YouTube are the two main platforms for marketing.
YouTube accounts for the majority of traffic and is the main force of social traffic. The official YouTube account is updated frequently, and the content is updated almost every day, most of which are mainly based on recording users' riding experience and vlogs, but the traffic is not so high.
Basically, YouTube's traffic is driven by KOL influencer marketing. **Enton works with YouTube influencers. There's a lot of content from other influencers on the homepageMost of these bloggers have more than 100,000 followersRide a vertical related to e-bikesBloggers, by sending the product to the blogger for evaluationPublish product seeding**, as well as UGC spontaneity evaluation
*Enton established an account on Facebook in the early days of the brand, and invited users across the network to launch a UGC content collection activity to share their stories with **Enton.
The content types are mainly street photography, cycling, travel shooting, and beautiful photos of traveling with pets, so as to create a good travel atmosphere and reflect the sense of quality of life. Not only that, but the brand also launched giveaways, KOL reviews, and other content on Facebook.
In addition to the main two platforms of Facebook and YouTube, Enton has also followed the current trend of short and posted a lot of interesting short stories on TikTok.
For example, many celebrity original materials reflect the true psychology of riding e-bikes and resonate with many novice usersIntroduce the role of Enton's ebike in environmental protection, and explain the brand's practice of green environmental protection concept. KOLs from millions of followers to hundreds of followers are covered. Some of them are very interesting, and most of them are based on unboxing experience products.
Today's consumption has entered the era of brand power, and truly future-oriented consumer brands must gain consumer trust and create user value based on user understanding ability. **As the head brand of the e-bike category, Enton has made its own characteristics in social media operation and Internet celebrity marketing, and has achieved traffic and order growth through the continuous accumulation of user word-of-mouth.
At a time when we are increasingly concerned about health and the global environment, ebike can be said to hit the most popular point. And in such an emerging 100 billion dollar market, **Enton, who switched from bicycles to ebikes, has undoubtedly found its place.
Using social media to disseminate brand values, **enton has created a tonal and high-quality brand impression. Consumers in today's era have a stronger sense of autonomy, and in consumer decision-making, they no longer blindly listen to the bombardment of advertising, but make their own judgments based on brands. **The brand established by Enton can gain the natural favor of consumers, and at the same time, it can also form brand differentiation among similar brands, which is very conducive to standing out from the peers and quickly capturing the minds of consumers.
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