Initiating Overseas Expansion
In 2014, UGREEN, a subsidiary of Shenzhen UGREEN Technology Co., Ltd. (UGREEN GROUP LTD), decided to venture into the overseas market, marking the beginning of its global branding strategy. Leveraging its domestic success, UGREEN quickly established a foothold abroad, achieving an impressive export revenue of 1.5 billion RMB by 2021.
Efforts in E-commerce
Since its inception, UGREEN has been deeply invested in the e-commerce sector. The company was an early adopter of the burgeoning cross-border e-commerce trend in China in 2014, quickly expanding to international platforms such as Amazon, AliExpress, Lazada, eBay, and Wish. Particularly noteworthy was its collaboration with Amazon, which facilitated rapid international growth and customer acquisition. One illustrative example is UGREEN’s PD20W charger on AliExpress, boasting a high rating of 4.9 and close to 16,000 orders, with the official store amassing nearly 1.6 million followers.
Commercial Position and Brand Influence
UGREEN has successfully broadened its product categories to include mobile accessories, computer accessories, audio-visual accessories, car accessories, household life accessories, and industrial control accessories. Through continuous innovation and product optimization, UGREEN has established a strong market presence and brand reputation.
Keys to Success
UGREEN’s success can be attributed to several factors:
- Targeting Market Gaps: Addressing the gap between low-quality domestic products and high-priced foreign products.
- Leveraging E-commerce Bonuses: Utilizing e-commerce platforms to quickly access the market.
- High Marketing Investment: Investing in marketing and traffic acquisition to enhance brand visibility.
- Social Media Integration: Promoting the brand and engaging users through platforms like Facebook, YouTube, and TikTok.
Company History
The UGREEN brand was established in 2012, though the company itself was founded in 2009. Initially, UGREEN focused on OEM manufacturing, starting with simple data cables. In 2011, the company was officially established. Founder Zhang Qingsen identified a market gap and used a simple data cable to carve out a market share, laying the foundation for UGREEN’s growth.
Global Branding Strategy and Media Presence
In 2014, UGREEN launched its global branding strategy, expanding into international markets and establishing a presence on social media platforms.
Facebook: UGREEN’s official Facebook account has around 870,000 followers, with a weekly video update schedule. Content includes brand challenges, new product launches, product introductions, and unboxing videos.
YouTube: The official YouTube channel, @Ugreen Official, boasts over 10,000 followers and 3,000+ videos under the #Ugreen tag, featuring product review videos from bloggers and official product highlight videos.
TikTok: Despite being the latest addition to its social media lineup, UGREEN’s TikTok account is the most successful, with 740,000 followers and 2.3 million likes. Content includes new product launches, product features, and interactive videos like the #ugreendiychallenge, encouraging users to customize UGREEN Bluetooth earphone cases and share their creations.
Media and Marketing Impact
UGREEN has established a robust presence on international social media platforms, achieving significant operational effectiveness and brand impact. The content aligns with the preferences of young local audiences while incorporating brand elements and image. Utilizing standard promotional videos, test videos, and trend-driven topics, UGREEN effectively communicates its brand goals and resonates with its audience.
Comparison with Ecovacs and Anker
Similar to Ecovacs and Anker, UGREEN successfully transitioned from a traditional distribution model to brand-oriented operations. Overcoming challenges in marketing, supply chain, and product development, these companies have carved out significant positions in the international market.
With the rapid development of cross-border e-commerce and the expanding international market, Chinese brands like UGREEN are expected to continue growing their influence on the global stage, paving the way for more local brands to gain international recognition.
