In this era of individuality and uniqueness, people are paying more and more attention to experience and participation, and pottery DIY, as a combination of creativity and handicraft, can not only make consumers feel the joy of creation, but also show each person's unique style and personality.
However, due to the limitations of time and space, it is difficult for people to freely go to offline physical stores to experience pottery, and pottery DIY tools are becoming more and more popular. So how can pottery tool brands successfully explore overseas markets? The brand we're going to analyze next may give you some inspiration!
Consumer demand analysis
Pottery tools are actually a relatively unpopular blue ocean sub-category, so if we want to open up this market, the first thing we need to do is to understand consumers and understand consumer needs.
According to SimilarWeb data, the proportion of male users on the official website of Sculpd is 2982%, and the proportion of female users is 7018%, and the age is mainly between 25 and 34 years old, which shows that the main audience of Sculpd is young women of Generation Z.
*：similarweb）
Personalized gifting:Gen Z consumers are more focused on personalization and exclusivity, and they are no longer satisfied with mass-market products and services, but prefer handicrafts with personalized design, whether it is for the giver or the recipient.
Sculpd offers personalized DIY kits that help consumers personalize clay candles, including custom shapes and different scent options, which can meet the personalized gift needs of consumers.
Technical threshold:Pottery has a certain technical threshold, and for beginners, even if they have a full set of tools, it is difficult to make satisfactory pottery works on their own. As a result, most consumers expect brands to provide help or support courses to get them started quickly.
Sculpd lowers the barrier to entry for pottery by providing step-by-step tutorials and virtual classes that allow beginners to follow the teacher step by step. This not only dispels potential consumer concerns, but also allows consumers to have a good experience without being frustrated by not being able to produce a decent product.
Time & Energy:The traditional pottery production process is complex and time-consuming, and for Gen Z, it is difficult to squeeze out so much time to immerse themselves in pottery production under the dual pressure of work and life.
Sculpd's pottery tools are easy to use and simplify the pottery process, allowing consumers to make pottery in a short amount of time. Through the immediate experience, consumers are not dissuaded due to lack of time.
Children's shopping sites:In addition to the young Gen Z, there are actually many children in the audience of pottery. However, there is a big difference between children and ** in terms of product needs and requirements. Sculpd separates child-facing sites to help consumers find their target products quickly and parents feel more comfortable about them.
Traffic analysis
When your product meets consumer demand, you need to bring in more traffic to your product so that you can get more sales and sales. So what is the promotion strategy of Sculpd? Let's take a look with ueeshop
According to SimilarWeb data, the traffic to Sculpd's official website mainly comes from paid search (314%), direct access traffic (25.).56%), organic search traffic (23.).97%) and social ** (10.)74%）。
*：similarweb）
Organic search keywords:According to Ahrefs' data, the keywords selected by Sculpd are basically low-difficulty brand words and middle-class tail keywords, the former can keep its own brand traffic, and the latter can bring it more organic traffic.
*：ahrefs）
Due to the low difficulty, we will find that sculpd basically makes it to the front row, so although the traffic for a single keyword is relatively limited, it is still very impressive overall.
YouTube Marketing:YouTube is the platform that brings the most social media traffic to Sculpd, and its marketing on YouTube focuses on YouTube Shorts. Short** content is shorter and faster-paced, and it will actually be easier to attract the attention of Gen Z users.
Sculpd chose to use delicate pottery products as the cover to attract interested users to click. The content is basically a display of the process of making a pottery piece, but it is accelerated so that potential consumers can be interested by giving the illusion that "it's easy, I can do it".
Conversion lift analysis
With the soaring of paid advertising**, the drainage cost of independent stations is getting higher and higher, so for independent station sellers, how to maximize traffic benefits has become a major problem for independent station sellers, so what is there to learn from sculpd in this regard?
Subscribe to the courtesy:Subscription gifts can not only collect more customer mailboxes for sellers, but also effectively improve the conversion rate of the first order. Sculpd's subscription giveaway, which rewards $140 worth of giveaways, is obviously very attractive to consumers, so it's a positive impact on conversions.
**Sell:Pottery tools are basically used in combination, so the *** provided by sculpd is very worth buying for consumers, which can not only quickly complete the purchase, improve shopping efficiency, but also get higher discounts. For sellers, this can effectively increase sales and customer unit value.
Team Activities:It is more difficult for multinational and cross-regional enterprises to organize group events. Sculpd's group activity program, which puts pottery tools in the hands of each participant and brings everyone together through virtual meetings, can help companies carry out online group activities smoothly. Obviously, the increase in sales brought about by group events is undoubtedly very significant.
The above is a rough analysis of the official website of Sculpd by ueeshop, if you want to know the detailed strategy of independent station promotion, you can send us a private message to learn more!