In the field of going overseas, 3C, as the most "volume" of the Red Sea, is still the consumption track with the most growth potential.
In the TOP100 of the "China Cross-border E-commerce Brand Influence List" released in 2023, 3C categories account for 30% of the list of brands on the list, with more than 30 brands. In the case of continuous cooling of global consumption, although the competition in the 3C category is fierce, the expanding incremental market still makes many new sellers choose to move forward bravely.
Looking back at the success of well-known 3C overseas brands such as Anker, Greenlink, and Pinsheng, Brand Ark foundIn the brand start-up stage, basic small products such as data cables and charging heads with high sales volume and low unit price can often become the trump card items in the early stage of such overseas brands, thereby driving the momentum of the entire brand.
The overseas brands introduced in this articlecablecreation，It is also through a data cable product to promote the rapid development of the brand. One of the data lines recorded sales of 300 million yuan a year, which not only drove the company's sales performance, but also occupied the minds of a large number of overseas users, becoming another successful case of turning from a cross-border big seller to a overseas brand in the 3C category.
How does CableCreation break through the 3C Red Sea track by deeply cultivating the data cable category?
Make a data cable
Founded in 2011 by a group of electronics engineers, CableCreation's parent company, Funka Technology, gave the cross-border company a development factor that was inclined to technology research and development at the beginning. Since its establishment, Wanka Technology has not only focused on the research and development of intelligent hardware and electronic products, but also chose to be based on online sales channels, taking overseas e-commerce as the main development platform, and 90% of the company's sales are currently derived from cross-border e-commerce.
1. Deeply cultivate the category
For categories that are too involuted, new sellers often have negative emotions of retreating from difficulties.
In fact, from the two aspects of "volume", the involution market also means that the market capacity is large, and there are broad enough plates for new sellers to get a piece of the pie; "Volume" also means that the market changes and eliminates faster, the old brand will be eliminated by the market if it stops, and the new brand focusing on innovation and research and development may also counterattack at any time; At the same time, the "volume" market is also urging the maturity of the first chain, and the market sellers of the involution will not be under great pressure in the production of the first chain.
And "involution" does not mean that there is no opportunity, on the contrary, it is a test of the seller's ability to product advantages.
Peng Shuai, general manager of Funka Technology, said"Playing coffee technology hopes that cablecreation can always vertically cultivate a certain category and achieve it to the extreme, so as to improve the repurchase rate of products and drive the sales of peripheral supporting products. ”
This brand strategy has also been appointed internally by Funka Technology as an important mission of the company - to provide "aha" moments. Peng Shuai explained: "'Aha' is to surprise users. Anything you can think of, I've got it all. What you can't think of for the time being, we have also helped you think of it in advance. Only by constantly creating this kind of surprise can we build the brand. ”
Judging from the product line of today's cablecreation, its brand has indeed achieved precise cultivation in the category of data cable. CableCreation currently has more than 1,400 products, all of which are closely related to data cables, such as Type-C to HDMI docking stations, adapters, network cables, car audio cables, and hard disk data cables. Even cable ties, which are not involved in products that are not generally involved in overseas brands, have been developed and produced by CableCreation.
Anything you can think of that is related to data cables, you can find it in cablecreation. ”
The product is the terminal of communication between the brand and the user, and the brand can be driven through the category strategy, which can allow users to perceive the brand through the product and consumer experience at a lower cost, and then shape the brand power.
2. Amazon: differentiated operations
In terms of channel selection, CableCreation has always focused on online. On its main online sales platform Amazon, CableCreation's average monthly sales volume is basically stable and exceeds 10,000, and its best-selling products are basically related to the data cable category.
Take the best-selling ace product as an example, with 5000+ sales per month, and 4With a 7-star product rating and 8,000 product reviews, it ranks 68th in the Amazon USB adapter BSR category, and ranks 2nd in sales in the USB adapter category (6,000+ sales in the first place).
In the January 2024 data of USB B adapter products, the first-selling competitor** is about $4 lower than CableCreation, and the monthly sales gap is about 1000+It shows that CableCreation's reputation in data cable products has become one of the key points for sellers to choose, rather than the best advantage.
CableCreation's current Amazon homepage still focuses on the promotion of data cable product lines, while 3C brands such as Anker and Greenlink have taken power bank products as the focus of their homepage publicity. Although in terms of sales, Anker and Greenlink still hold the forefront of the industry, it can also be seen that the dominance of these brands in the data cable category is gradually decreasing.
When customers buy products, they will always choose the brand that focuses more on this category when the gap between technology and quality is not large, so the brand's emphasis and promotion focus on the category is also one of the ways for 3C sellers to break through the original market and later catch up with the traditional big brands.
3. Broaden categories and build independent stations
In 2023, CableCreation updated its YouTube profile with the title "Your Perfect Tech Life Companion"**It also marks the gradual transformation of cablecreation from a single hard-core digital brand to a technology life brand that is more customer-oriented and has a sense of life scenes.
In addition to the cablecreation brand itself to broaden some digital accessories categories, its parent company Wanka Technology is also in the customer's home life sceneTo build a brand cluster of consumer electronic accessories products, we have developed our own brands such as ikits, which focuses on smart accessories, Powerlot, which focuses on power supply, and Dockteck, which focuses on docking stations.
Different from the focus on data cable categories on Amazon's homepage, CableCreation will introduce new categories more actively on the independent station, and the CableCreation homepage scrolling banner not only recommends a variety of data cable products, but also its bracket accessory series, audio adapter and Ethernet adapter series.
Peng Shuai, general manager of Wanka Technology, said: "If there is demand, there will be customers, there will be customers, there will be customers, there will be markets, there will be products, and there will be brands. We must be based on the customer center, with the product as the carrier, and constantly polish the brand. I believe that the market will eventually reward the long-termists. ”
YouTube + Facebook dual-line mode
Due to the brand positioning of CableCreation's intensive cultivation of single product categories, the brand also tends to be in the professional digital circle and deeply cultivate product-based marketing in marketing.
Among the major social media platforms, CableCreation attaches the most importance to the fine operation of Facebook and YouTube, and the number of fans on its Facebook page has not only reached 330,000, excellent performance in the 3C category, and Facebook's marketing style is also diversified, most of the product introduction posts are **lush, and if necessary, they will be accompanied by short** for explanation and analysis.
On YouTube, CableCreation mainly cooperates with digital bloggers in the 3C accessories circleThe marketing form is mostly based on product comparison, and through comparative analysis with various mainstream products on the market, so as to improve the popularity and circle reputation of cablecreation products and brands. The unbox tech in the figure below has 6590,000 followers, My Tech Gear has 1560,000 followers.
By cooperating with YouTubers, it assumes the role of brand **, attracts more potential users, and helps users form "brand awareness and product awareness". Then, through Facebook, the traffic pool is aggregated to accurately output technology-related daily content to users, and a stable user community is established on this basisIn this way, CableCreation can build a voice in the fiercely competitive 3C social media market and gather a certain degree of fans and topics.
Brandark view brand
In the Red Sea category, new sellers do not have a very accurate grasp of the specific situation of the market, and often have excessive competition estimates for the dominant giants in the track.
In fact, the more involuted the track, the more the market will continue to be differentiated and segmented, and there is no single brand crushing huge advantage in the whole category. As long as sellers are always making products that can really help users solve problems, and are user-centric, there are still many opportunities to gain a firm foothold in the Red Sea track.
In the future of consumption, we will see that each sub-category will eventually give birth to one or N new brands, and the new generation of consumers is often very curious, and does not reject the attempt of new things and new products. Therefore, focusing on users, products are king, and doing a good job in long-term brand strategy is the best solution to treat each category track.