If you know enough about cross-border e-commerce industry information, then you may have heard of CASETiFY.
, a mobile phone accessories brand born in Hong Kong, China in 2011, swept the North American market with its super high appearance and marketing strategy that is at the forefront of trends.
From popular pop queen Dua Lipa to Jin Xiaomei Kylie Jenner, European and American celebrity celebrities have been conquered by this small mobile phone case, and they bring it to their streets and selfies!
It is reported that CASETiFY sells 3 million products every year, with sales reaching US$120 million (about RMB 800 million, the data comes from eCommerceDB). It is not only the favorite mobile phone case brand of young people, but also a leader in the electronic accessories industry!
Founded in 11 years, how does CASETiFY become better and better? Today, the editor will take you to explore how CASETiFY can firmly grasp the hearts of young overseas consumers with its unique product positioning, sales model and marketing methods!
customized products, with "red"
In recent years, POD (Print on Demand) that is, customized products have become a sought after e-commerce model by many merchants. Consumers design the patterns on the product according to their preferences, and then produce them by the merchant after placing an order.
This model has now become the development direction of many brands and merchants due to its low risks and high profits. Well-known clothing brands Vans and Nike have launched this type of service.
However, the POD model, which has only become popular in recent years, was played with by CASETiFY 10 years ago.
brand founder Wes Ng (Wu Peishen), in 2011, founded CASETiFY. At that time, the Apple mobile phone series developed to iPhone 4s, and the mobile phone protective cases available on the market were also very limited.
Wes Ng Relying on his genius business acumen, he thought of attracting consumers with the positioning of customized mobile phone cases.
CASETiFY's name was Casetagram when it was founded. users can not only upload their favorite pictures to Instagram, but also print them on their phone cases! (the following are pictures of early Casetagram websites)
From the order page of the official website of CASETiFY, you can see that from styles, colors, patterns to fonts, users can customize according to their own ideas. In this way, CASETiFY, which costs 60-80 US dollars in , can be regarded as a positioning of mid-to-high-end mobile phone cases.
The biggest charm of customized mobile phone cases lies in their uniqueness.
And to ask who the group that pursues the most uniqueness is, must be the internet celebrity stars who have gained fame and fortune, prefer customized products, and want to show their unique taste. CASETiFY's popularity is inseparable from the "free advertising" of internet celebrities.
CASETiFY's earliest appearance was because the internet celebrity chef Jamie Oliver, who has millions of fans, shared his customized mobile phone case on Instagram, and every word revealed how much he likes this unique and practical mobile phone case.
Many fans left comments under this post saying that they could not wait to order CASETiFY's mobile phone case. The official brand account also interacted under the post to respond to this unexpected traffic.
In addition to Jamie Oliver, many celebrity celebrities have also joined the army of customized mobile phone cases. There is Kylie Jenner in front, Gigi Hadid and Addison Rae behind, and has huge influence among young people, all of whom have CASETiFY in hand, how can people not want to have the same model?
Appearance and strength It has
Product R&D strength
Although the customized service ten years ago was still a hot topic, these tricks have been used by various merchants now. In addition to customized services, CASETiFY naturally has the ability to keep it growing.
In order to break through the siege in such a fierce competition in the electronic accessories market, CASETiFY has put in a lot of effort to meet the needs of consumers as much as possible.
From Apple to Samsung and then to other models of protective cases, CASETiFY spared no effort to develop them. In recent years, it has launched chargers, headphones and tablet protective cases based on the latest electronic product trends.
North American consumers have always been "hard core" and attach great importance to product quality. If is a mobile phone protective case, it must be enough to resist falling.
CASETiFY is quite convincing in terms of quality, and the phone case can withstand the 6.6-foot drop test . can be seen from this that excellent quality is also the basis for its still strong development after ten years!
Extraordinarily rich styles
CASETiFY's product development strength is not limited to type and quality, but it is also first-class in terms of design. It is not an exaggeration to say that it is the most beautiful mobile phone case on the North American market.
Whether you like simple, sweet or sexy and wild styles, you can find the one you like in CASETiFY.
CASETiFY now has more than 300,000 SKUs, and the number of is quite amazing. This is also one of the secrets for it to attract various consumers and maintain high growth.
In addition to its own style, CASETiFY is also particularly good at launching co-branded styles with celebrity celebrities, popular IPs and brands. even specially opened an Instagram account to publish co-branded mobile phone cases!
has a cross-border joint model with Coca-Cola and NBA, and then a cooperation model with top girl group BlackPink and Z generation superstar Olivia Rodrigo.
In addition, it also has cooperation with well-known film and television IPs such as Squid Games and Stranger Things.
You can't imagine it, without CASETiFY, even Heinz tomato sauce and express company DHL can become its partner!
In previous SocialBook articles, we mentioned more than once that the joint cooperation is one of the magic weapons for brands to expand their influence and increase sales, and can accurately hit the preferences of millennial and Gen Z.
In the environment where a number of similar competitors are focusing on price wars, CASETiFY has always targeted the mid-to-high-end market, and has taken a two-pronged approach to customization services and co-branded styles, firmly encircling the younger generation who pursues personality and uniqueness.
more online sales channels
CASETiFY's products are sold to more than 180 countries and regions around the world, but its main market is the United States. More than half of 's sales come from the United States, and 80% of the total sales come from online channels. (Information source: eCommerce)
CASETiFY, which focuses on the DTC model, mainly sells products through independent online websites of the brand. On the one hand, it can better establish contact with consumers, and on the other hand, it can better maintain the brand's mid-to-high-end image.
But CASETiFY's sales channels are not limited to independent websites. In order to better open up the market and reach consumers, brand also sells on e-commerce platforms such as Amazon with a huge audience base and third-party platforms such as Revolve and Shopbop.
Although the price of $80 is not very down-to-earth, as long as you put yourself in the sights of consumers, you will have the opportunity to sell one more product!
CASETiFY's product research and development and sales model is an excellent demonstration for other brands that are exploring their way to overseas.
While laying the foundation for product development, you might as well try to provide customized services, cooperate with joint brands and multi-channel online sales, which may be able to stand out in the extra-inner and winding track faster.
In the selection of cross-border joint partners, SocialBook, which has rich resources for overseas artists and internet celebrities, can provide you with professional reference opinions!
Social media layout
KOL marketing
Internet celebrities are selling goods, CASETiFY's popularity on social media will naturally not be bad, CASETiFY has 2.7 million followers on Instagram.
brands often publish mainstream celebrity-related content on their homepage, , for example, Zendaya, which has 150 million social media fans, and "Er Qiao" which is widely loved by young people, Joe Jonas uses CASETiFY related pictures to attract traffic to the brand.
In addition, the brand also has many official cooperations with celebrity celebrities. , for example, the above mentioned collaboration with Olivia Rodrigo, and with the popular BTS (BTS), has made CASETiFY really get the traffic of its partners.
CASETiFY is also actively cooperating with internet celebrities of different magnitudes. not only launched a co-branded model with fashion blogger teresuch, which has millions of fans, but also cooperated with many small and medium-sized internet celebrities on YouTube with thousands to hundreds of thousands of fans to unboxing and planting videos.
The Internet celebrities with greater influence are conducive to consolidating their brand image, while small and medium-sized Internet celebrities are more trusted by fans and are conducive to the brand expanding the consumer group. Promotion strategies such as are also worth referring to overseas brands.
If you are worried about not finding the right overseas internet celebrity, then SocialBook may also help you!
Hot Marketing
As a brand mainly aimed at overseas markets, CASETiFY's performance in hot marketing is also very admirable, and to a large extent cater to the thinking and worldview of the younger generation.
In June this year, CASETiFY launched the Pride Month series and published cooperation promotional content with several LGBT internet celebrities on social media. not only firmly grasps the current hot spots, but also shows the diversified and open side of the brand.
Women's Day is approaching, and the brand has also kept up with the feminist trend. As a brand that focuses on design, CASETiFY expressed support for female designers on social media and said that 53% of the brand's designers are women.
CASETiFY has 550,000 followers on TikTok, and the #CASETiFY-related videos also have 1.2 billion views. many young users are happy to share their unique mobile phone cases on TikTok.
This year's return to school season, the brand has seen the characteristics of TikTok users becoming younger. cooperates with many young bloggers on the platform to release #backtoschool content to attract young consumers to purchase new electronic equipment accessories for the new semester.
CASETiFY's social media marketing strategy largely serves its young market positioning. The high consistency of the two is also one of the reasons why it continues to maintain growth.
Overseas brands can also learn from it. Not only should we make good use of KOL marketing, but we should also observe and capture the thinking and preferences of the target audience, and not miss any hot topics in marketing.
Conclusion:
Foresight product positioning is the basis for the success of CASETiFY. More than ten years ago, the blue ocean of the electronic equipment accessories market was its opportunity. Perhaps these cannot be completely copied for overseas brands, but , but its method of maintaining growth is learnable.
can expand the audience's cross-border joint branding and KOL marketing, as well as hot topics that keep up with the current trends, are all places worth learning and reference as a model of going abroad.
If you want to know more brand cases, internet celebrity information and marketing hotspots, welcome to follow SocialBook and let us explore the road to overseas together!
