SouFeel is a Chinese vertical business brand of jewelry. It broke even within six months after its overseas launch. So far, the official website has 8 languages, sales in more than 70 countries, and over a million fans abroad.The overall returned customer proportion is more than 50%, with no more than 500 SKUs. Launched in Europe in 2011, SouFeel then targeted the North American as its main distribution marketplace.
China’s overseas products are mainly clothing, electronic products and accessories sold on the online platform. But at the same time, a growing number of Chinese consumer brands have begun to shift from purely selling goods to building brands.
Differentiate the Product Position: For Every Memorable Day
A distinct, differentiated and unique positioning is the key to determine whether a brand can stand out in the market crowded with competitors.
“Soufeel” means the Souvenir + Feeling, and Sologan is For Every Memorable Day. Its brand positioning is commemorative jewelry. With its customized jewelry, people can commemorate a special day.
SouFeel has seized an consumer insight into the unique emotional needs of consumers, which is not the case for other jewelry brands in the market that mainly relate to love, fashion and self. SouFeel combines memories with products designed to reflect the past times, people and more, allowing customers to create unique accessories by customizing or DIY.
Social Media Marketing Mix: Exposure to Conversion
After settling the brand position, digital marketing and brand spread is the next agenda. When customers notice a new brand and get interested in it, they will go searching for its reviews. If they could not see any reviews, or only the negative reviews, they won’t purchase the product. If there are a lot of positive reviews from the professional blogs and websites, consumers will have a sense of trust, and the conversion rates will rise.
Therefore, before officially launch, it’s better to do some soft-launch and invite some professional influencers and websites to test the product, write reviews, video taking, including some customers trial.
SouFeel focuses on Facebook and Google ads. On Google ads, SouFeel is targeted at customers who purchase willingness, while how to target the potential customers is a big question. SouFeel exposes the brand through Facebook ads to build brand awareness among potential customers, and on Instagram and YouTube later. Having built up a model through early marketing and a decent ROI, SouFeel has been ratcheting up its advertising spending.
SouFeel’s Facebook account is the major social media, with nearly 3 million followers, and on Instagram it has 460,000 followers. The marketing strategy on Facebook is the focusing on the new product promotion, and on Instagram, it is mainly for the maintenance of brand image to train fan loyalty. It uses the same way of PR and marketing as the other fashion brands: In use of the influencer support policy of different social media platforms, SouFeel keeps sending the latest product to selected Influencers on Instagram and YouTube monthly, and it gain followers and consumers through this influencer marketing.
SouFeel has a well-established system for social media operations on Facebook and Instagram to connect and build relationships with consumers, which is significant in building the brand awareness.
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