Earning hundreds of millions annually with just a razor, domestic brands are winning over hordes of foreign consumers in the global market.
"Chinese domestic products are making a big splash in overseas markets."
Produced by | Must-read for Going Global Author | Song Tao
01 Achieving Great Success in Overseas Markets
In the vast blue ocean of cross-border e-commerce, many Chinese brands are setting sail and striving to reach every corner of the global market. Among them, there is a seemingly unremarkable but highly potential field - the razor market, where an exciting story of the counterattack of Chinese domestic products is quietly unfolding. Yoose, a young brand from China, has brought us great surprises in the global consumer market.
In 2019, Jing Chao, a senior designer in the field of industrial design, found during his long-term observation of the male consumer market that although razors occupy an important position in men's daily necessities, most products on the market have outdated designs and lack innovation, making it difficult to meet the pursuit of fashion and individuality of the younger generation. Jing Chao敏锐ly captured this market gap and decisively founded the Yoose brand, determined to break the inherent pattern of the traditional razor market and inject fresh blood into the industry.
Founder Jing Chao Image source: Yoose official website
After establishing a firm foothold in the domestic market, Yoose set its sights on the vast overseas market. At the beginning of 2023, supported by Amazon's Global Selling program, Yoose officially launched its overseas expansion strategy. Different from the "mass distribution-style overseas expansion" of traditional brands, Yoose chose the Kickstarter crowdfunding platform as a test stone. In March of the same year, its limited-edition Cyber series of razors attracted 12,000 overseas users' support within 30 days, and the crowdfunding amount exceeded $1.5 million, setting a record for Chinese razor brands on overseas crowdfunding platforms and successfully firing the first shot in the international market.
Homepage of Yoose's Amazon store Image source: Amazon
Subsequently, Yoose made full use of the Amazon platform and its independent website to directly sell products to overseas consumers. At the same time, it actively expanded offline channels. With excellent product quality and fashionable design, it successfully entered the high-end sales channels of dozens of countries in Europe, America, Japan, etc. and gradually built an integrated online and offline sales network, with an annual revenue of up to 500 million yuan. Data from Euromonitor also shows that in 2023, Yoose's market share in the global portable razor segment reached 17%, which is sufficient to prove its strong competitiveness in the segment.
In different markets, Yoose has won the love of a large number of consumers. With its excellent design and excellent product quality, Yoose has won many international awards, including the German Red Dot Award, the Japanese Good Design Award, the Red Star Award, etc. It is worth mentioning that Yoose is also the pioneer of Chinese mini-razors. Its首创的 mini-razor products have more than 6 million users, and the sales are very hot.
Winning many international awards Image source: Yoose official website
02 The Beauty and Personal Care Track
Yoose's success is not an isolated case. It reflects the explosive growth of the beauty and personal care overseas track. With the development of the global economy and the improvement of people's living standards, the beauty and personal care market shows a continuous growth trend and has become a "sweet spot" in the hearts of many sellers.
In terms of the global market size, the data analysis website Statista points out that it is expected that the revenue of the global beauty and personal care market will reach 677.2 billion US dollars in 2025 and will continue to grow at a compound annual growth rate of 3.37% from 2025 to 2030. Coincidentally, according to the data released by Market Research Future, the market size of the online beauty and personal care market is expected to grow from 364.9 billion US dollars in 2023 to 673 billion US dollars in 2032. During the forecast period (2024 - 2032), the compound annual growth rate of the online beauty and personal care market is expected to be about 7.04%.
Market size forecast Image source: Market Research Future
In terms of product selection, sellers may find alternative ways and avoid those popular categories. For example, when it comes to beauty and personal care, most people first think of female consumers. In fact, the male personal care market has great potential; when it comes to the razor category, people think of male consumers, but in fact, female consumers also have a high demand for razors.
In recent years, with the upgrading of female personal care needs, razor products have also迎来了 a spring of development among female consumers. Players who have captured this market gap have already made a lot of money.
Akunbem is one of them. It has specially developed an electric razor product for the female market, and the sales are extremely hot. According to the data statistics of Echotik, Akunbem's ladies' electric razor has sold more than 70,000 pieces in the past 30 days, with a cumulative sales volume of 1.3 million US dollars. The brand SKNBODY, which focuses on cleaning women's facial beards, hair and dead skin, has also benefited. Its facial shaving and hair removal spray set launched for the female market sold out as soon as it was put on the market. So far, it has earned 3.98 million US dollars on TikTok.
Considerable sales volume Image source: Echotik
It is certain that for cross-border sellers, the beauty and personal care overseas track undoubtedly has great potential and is expected to become an important direction for overseas gold mining. However, it is also necessary to note that when entering overseas markets, it is necessary to fully understand the needs and cultural differences of local consumers, conduct accurate market positioning and product design. At the same time, attention should be paid to brand building and marketing promotion, and cross-border e-commerce platforms and social media channels should be utilized to enhance brand awareness and competitiveness.
This article is from the WeChat official account "Must-read for Going Global", author: Song Tao, published with authorization from Qiantang.
