During this year's Double 11, the leading brand of high-end smart daily necessities, Tianke, successfully concluded with an impressive omni-channel transaction volume of with an impressive record of over 1.83 billion. At the same time, Tianke's pace of entering the overseas market has never stopped. During this year's overseas "Double 11" or "Black Friday", Tian Ke's performance was also very impressive and was reported by the overseas version of the People's Daily.
The domestic "Double 11" has just ended, and Tianke ushered in an overseas shopping festival again. Leng Ling, CEO of Tianke Intelligent Technology, said: "This year is our fifth time participating in the ' Black Friday '. Because it started early, the sales volume of the entire 'black Friday' cycle has accounted for 17% of the year."
At the end of 2018, the Tianke brand participated in the "Black Friday" promotion of Amazon in North America for the first time. It was also that year that Tianke began to expand into overseas markets. This company headquartered in Suzhou, Jiangsu, mainly sells smart daily electrical appliances, and has had a relatively mature R&D level since its birth.
is different from some brands winning by price. When they first entered the overseas market, Tianke targeted the mid-to-high-end positioning. However, the competitors that Tianke faces are some of the old brands of in Western countries, and some companies still have a history of hundreds of years. As soon as this young brand enters the market, it will sell relatively expensive products. Can consumers pay for it?
"In fact, when we participated in Black Friday, we had an vacuum cleaner, , which received a good response. It is still a best-selling product in the Walmart mall." Leng Ling said that the reason behind this is "has done very sufficient market research."
It turns out that Tianke’s main focus on online channels at the beginning, opening Amazon stores in the United States, Germany, France and other places. In order to better understand the overseas consumer groups, the team adopted the most primitive "stupid method": view Amazon store reviews one by one. With the continuous accumulation of user numbers and team experience, Tianke's research scope has also expanded from users' evaluation of the product's own functions to users' understanding: family of several people, the cleaning frequency at home, whether there are pets, etc.
"The consumer demands and family living environments of different countries are different. We will not simply promote the same product to all markets." Leng Ling said, "For example, we found that consumers in southern Europe mainly use hard floors in their homes and rarely use carpets. In areas with lower temperatures, such as Canada and the United Kingdom, they usually like to lay carpets on a large area. For the latter, we specially developed an carpet cleaning machine , which can intelligently judge whether the carpets in consumers' homes are dry and automatically adjust to the most suitable suction and water output to ensure the cleaning effect."
not only have differences in the products launched between countries and regions, but even for the same product, the promotion strategy of Tianke will also have its own emphasis on the differences in culture and consumption habits in different regions. In Germany, there are different candies in the Halloween ads from the United States; in France, the details of an floor scrubber that local consumers see are different from those in the United States, and the difference lies in the description of the product "wired and wireless". The care of the
brand has won the recognition of consumers. During the Black Friday in 2020, foreign offline stores were deserted due to the impact of the epidemic, but Tianke's overseas omni-channel sales exceeded 220 million yuan, and increased by 256% year-on-year compared with in the previous year. Among the floor washing machine categories on Amazon platforms in the United States, Germany, the United Kingdom and Japan, the Tianke "Fwan" series ranked first in sales. During the mainstream shopping festivals such as "Black Friday" and "Net One", Tianke also ranked first in the Amazon floor washing machine categories in Germany and the United States.
On January 1 this year, the "Regional Comprehensive Economic Partnership Relations Agreement" (RCEP) officially came into effect. Preferential policies such as " zero tariff " have given Chinese companies greater cost advantages in importing and exporting goods. Leng Ling said that this year Tianke opened two new flagship stores in Indonesia, one of the RCEP member states. They look forward to continuing to use "smart technology to create dream life."
