A young man born in the 1980s started a DTC brand website and achieved annual sales of 6.3 billion yuan. The secret was "it"!

Analysis of the market segment: Trendy toys

Author: Xiao Chuang

The rise of Generation Z has given more consumer brands a glimmer of hope and possibilities. As a category of "emotional companionship," in addition to the pet industry, trendy toys are also capturing consumers' minds and becoming new social favorites.

Wang Ning, a post-85s generation player, is determined to delve into the trendy toy market. His DTC brand website and business website have achieved overseas revenue exceeding 1 billion yuan for the first time, a year-on-year increase of 134.9%, with net profit growth exceeding 100%, and annual sales reaching 6.3 billion yuan! How did he do it? The secret is "it"—overseas digital marketing!

Is Wang Ning aiming to become a Chinese legend? Someone who can leverage a billion-dollar market with trendy toys might have ambitions beyond that...

CTMON's in-depth investigation revealed that Pop Mart has long since moved beyond its blind box business, achieving diversified profitability through overseas digital marketing strategies worldwide.

1. Organic search is the largest source of traffic for the business website , accounting for 31.03% of its visits last month. In addition, Pop Mart has invested heavily in advertising and influencer marketing on platforms frequented by young people, such as YouTube, TikTok, and Instagram, accumulating a large number of loyal fans.

2.Instagram has gained 305,000 followers. The platform's content mainly focuses on new product releases. Pop Mart's exquisite product images and the platform's style match, which has earned it great popularity.

3.Facebook has gained over 2,000 followers, and the content he posts is basically the same as his Instagram posts, increasing his traffic utilization on social media.

4.TikTok has gained 20.1K followers and 140K likes. The account mainly features product displays and blind box challenges from influencers. The brand uses creative shooting methods to enhance the fun of the videos and attract potential consumers.

We can see that Wang Ning's multi-channel sales model allows the brand to be known by users through more channels, and overseas users can also purchase through more channels. Leveraging this advantage, Pop Mart is experiencing rapid growth by continuously expanding into new markets and deepening its localization operations.

Turn trendy toys into a billion-dollar industry--Pop Mart has reaped the rewards of its overseas digital marketing efforts.

Building a business website from scratch

Expanding into overseas markets and seeking new growth has always been a path that all brands want to take and are striving to explore. Unfortunately, most companies are hindered by various difficulties when implementing overseas digital marketing strategies. However, this young man born in the 1980s has led Pop Mart to explore its own path. Here's how Wang Ning did it!

Digital Marketing? CTMON does it this way!

Why is a business website so important for new consumer brands? CTMON understands:

1. Pop Mart maintains the popularity of its existing IPs while reaching out to a large number of high-quality new IPs, essentially offering the same formula but with a different approach, yet still attracting countless fans. As a new consumer brand in the trendy toy sector, it's essential to leverage a business website to capture this public domain data. Wang Ning did just that, because brand websites can accumulate a wealth of user preferences and habits, solidifying user data and thereby improving conversion rates.

2. Of course, building a website wasn't the ultimate goal for this young entrepreneur born in the 1980s. Acquiring and retaining users was the real test for Wang Ning. Therefore, Pop Mart launched regionally exclusive/first-release products to create unique value and generate a sense of scarcity.

Localization? CTMON does it this way!

For international giants, localization is nothing new. However, for brands, truly achieving localization is not easy; it's not as simple as just changing packaging or a name.

1) Product localization: Pop Mart's success in penetrating local markets lies in its core commitment to cultural integration and its willingness to deeply understand local preferences. For example, Indonesia is a predominantly Muslim country, and Pop Mart deliberately avoids all religious symbols and images when designing its products.

2) Marketing localization: How to capture the minds of local consumers and turn them into brand fans? To this end, Wang Ning is not only active on international social media platforms such as Instagram and TikTok, but also keen on collaborating with local KOLs for influencer marketing to bring the brand and customers closer together.

3) Language localization: A product is ultimately market-oriented, and its market performance is determined by many factors. Establishing standards helps avoid things that shouldn't happen, such as whether the most basic copywriting is fully displayed, or using different descriptions for the same content.

Website speed testing tools? CTMON's little tips

Nobody likes a page that takes a long time to load, and if you ask a search engine what it thinks, it will agree.

So how does CTMON measure website speed? I've compiled a list of 8 free and useful website speed testing tools. Due to space limitations, if you're interested, scan the QR code to add me on WeChat, and I'll send them to you for free.

Tools Section -- Google PageSpeed ​​Insights

A useful website speed test tool

Five key features integrated

Google PageSpeed ​​Insights is a free tool provided by Google that can assess page speed and provide detailed advice on how to improve page speed for a better user experience and search engine optimization (SEO).

Key features of Google PageSpeed ​​Insights:

1. Speed ​​Analysis: Measures your website's loading speed on mobile and desktop devices, with speed performance scored from 0 to 100.

2. Mobile device friendliness assessment: It examines responsive design, mobile viewport configuration, and touch-friendly elements.

3. Optimization suggestions: This tool provides specific suggestions to help you optimize your website's page speed.

4. Diagnostic Report: It identifies areas where you can optimize your code, leverage browser caching, and reduce server response time.

5. User Experience Analysis: It examines factors such as the interactivity and visual stability of page elements to ensure a smoother browsing experience.

This integration ensures comprehensive and reliable testing of your website! Feel free to contact me for a detailed checklist.

CTMON has something to say

The internet DNA inherent in new consumer brands serves as a passport to international expansion. How to effectively conduct overseas digital marketing and find innovative ways to build a business website, allowing internationally expanding brands to achieve a "new life" abroad? This young entrepreneur born in the 1980s seems to have provided an answer, with Pop Mart being the best example.

CTMON does more than just create a business website for its clients; it provides end-to-end overseas digital marketing solutions, from marketing planning to inquiry tracking. Our true value lies in helping businesses find the right competitive advantage, reverse high costs and low conversion rates, and drive precise marketing growth.

If you agree with our philosophy and happen to have needs related to business websites, Google SEO, social media, etc., remember to send us a private message to get the latest service case studies and all-inclusive setup solutions.