In today's highly competitive cross-border e-commerce market, many brands are struggling due to high customer acquisition costs and low customer unit prices. However, Viori, a brand inspired by traditional rice water, has managed to find its unique niche in this space and create impressive results. Here is a detailed analysis of how Viori has succeeded in the cross-border e-commerce space.
Creation and mission of the Viori brand
Brand Origins: In 2019, the Viori brand was founded by Bryce Fisher and his wife. During a trip to China, they stumbled upon the Red Yao tribe of Longsheng, China and were fascinated by the dark, shiny, healthy and long-lived hair of the local women. This prompted them to delve deeper into the traditional lifestyle of the Red Yao people, particularly the practice of washing their hair with rice water.
brand mission: Viori's mission is not only to create high quality natural beauty products, but also to preserve and pass on the culture and traditions of the Red Yao people. Their products are centered on environmental protection, respecting and preserving the earth's natural resources.
Viori's marketing strategy
Unique product positioning: Viori's main shampoo soap is a low-cost product with a high spread and differentiation. While there is no shortage of hair care products in the market, Viori has managed to differentiate itself from other brands with its unique rice water formula and Red Yao tradition.
Web Design and User Experience: Viori's website has a clean and cultured design, with black and red as the main colors, creating a mysterious and ancient oriental style. The social media links and FAQ area on the website are great for building brand trust and enhancing user experience. In addition, the site offers personalized product recommendation tests and a membership points system to increase user stickiness.
Social Media and Content Marketing: On social media, Viori makes full use of platforms such as Instagram and TikTok to effectively attract a large number of fans and potential customers by telling the brand's story and cultural background. The non-public format of its Facebook group allows the brand to target audiences and operate in private domains with greater precision.
Viori's market performance
Consumer Data Analytics: According to the data, the Viori standalone site receives up to 170,000 visits per month, with the main consumers coming from the United States. Notably, the brand boasts a high repurchase rate of over 50%, which demonstrates the high quality of its products and consumer loyalty. The diversity of traffic sources - including direct traffic, natural search, and paid search - shows the sophistication of its marketing strategy.
Brand Growth Insights
The power of cultural storytelling: Viori's success proves the value of a strong brand story. By deeply exploring and communicating the traditional stories and culture of the Red Yao people, Viori has not only won the recognition of consumers, but also enhanced the market position of its products. This combination of cultural backgrounds adds unique charm and value to the brand.
The Importance of Precise Market Positioning: Viori's success also demonstrates the importance of precise market positioning. Their target market is not mass consumers looking for generic shampoo products, but rather those interested in products that are natural, eco-friendly and have a cultural story to tell. This allows the brand to stand out from the crowd of competitors, especially when faced with the challenges of low unit prices and high customer acquisition costs.
The effectiveness of multichannel marketing: Viori enhances its market presence by combining multiple marketing channels - including social media, content marketing, SEO optimization and direct traffic. This diversified marketing strategy helps reach different consumer segments, while also increasing overall brand exposure and awareness.
Optimize user experience and customer loyalty: Viori has significantly enhanced the user experience by providing a detailed FAQ, a personalized product recommendation test, and a point benefit system. The optimization of these details not only enhances the user's buying experience, but also helps build long-term customer loyalty.
Conclusion and outlook
Viori's case provides a valuable reference for brands looking to make a breakthrough in cross-border e-commerce. Its success is mainly attributed to its unique cultural story, precise market positioning, diversified marketing strategy and focus on user experience.
For other cross-border e-commerce brands, Viori's strategy offers several key takeaways:
- Digging deeper into the cultural context and story: Utilize cultural stories to add unique value to products and create a distinctive brand image.
- Clear and precise market positioning: Understand and target consumer segments and design products and marketing strategies based on their specific needs and interests.
- Integrated use of multiple marketing channels: Utilize social media, content marketing, SEO and other channels to increase brand awareness and market reach.
- Continuous optimization of user experience: Enhance customer loyalty by improving the shopping experience and providing value-added services.
Ultimately, Viori's success proves that even under the challenges of low unit price and high customer acquisition costs, cross-border e-commerce brands can still achieve market breakthroughs and sustained growth through innovative brand storytelling, precise market positioning and effective marketing strategies.
