Last week, Australian seller QuadLock announced that it has become the #1 seller in the mobile phone bracket market, and everyone needs to pay attention here. QuadLock claims that it is far ahead of its competitors in sales not only on Amazon, but also on online platforms such as Shopify. The #1 Selling Seller among the Global Phone Mount Brands.
Seeing this news, Hui.com felt very sigh, because mobile phone brackets have always been regarded as low-end mobile phone accessories, and Amazon's platform competition has already entered a fever, but now this Australian company is charging several times higher prices than Chinese sellers. , won the global mobile phone bracket sales crown. Therefore, in today's article, we will give you an in-depth analysis of how QuadLock operates.
Part 1: Who is QuadLock?
Enter QuadLock's official website, and in an inconspicuous place, the company introduced its company and products in a few incisive words.
It was established in Melbourne, Australia in 2011. Because people's lives are inseparable from mobile phones, they began to design and develop mobile phone bracket products.
When developing new products, the two founders chose KickStarter, an American crowdfunding website, instead of mass production and online market release. This not only allowed QuadLock to obtain funds for product production, but also attracted the attention of a large number of bicycle enthusiasts before the product was released, and quickly received a lot of praise after the launch. QuadLock has sold millions of phone mounts over the past 10 years!
QuadLock specifically talked about the issues of "differentiation" and "solving customer pain points" in the introduction. Their "patented product" – bipolar fixation, allows users to easily fix the phone firmly with one hand. On the stand, and in the case of impact, still firmly protect the phone.
At the same time, QuadLock also reminded that they will continue to develop new products and let customers get updates through Facebook, Instagram, and Email.
From the above introduction, I believe you can see the essence of QuadLock's operational ideas, which we can summarize as:
The essence of QuadLock operation
1. Look at the versatility of the product, that is, regardless of gender or age, as long as people have corresponding needs, and the product only uses one color black, all funds and energy are concentrated on the product function, not Pursue variants that are simply distinguished by color;
2. Seize the pain points of customers and the demand for convenience, research and develop and apply for patents immediately to avoid vicious competition and prolong product life;
3. Through the pre-sale promotion of crowdfunding, let the product first test the market potential before mass production, and carry out customer accumulation and promotion in the early stage, instead of passively looking for customers after the product is put into production
4. Pay special attention to customer accumulation, and interact with customers through regular emails and social postings
Part II: Witness QuadLock Sales
First, let's take a look at their sales on the crowdfunding platform KickStarter. The crowdfunding target in 2012 was $20,000, while QuadLock raised more than $41,200 (about ¥270,000). The number of pre-sale customers is 666, including many distributors (link: )
Let's take a look at their current performance on Amazon. In the past 30 days, in the month of May, the total sales of 16 products in a QuadLock store exceeded 550,000 US dollars (about 3.6 million yuan). The average The sales volume of each product exceeds 220,000 RMB! (URL: )
Let's take a look at their Shopify online store. Here we can't see the sales of their website, but we can see that their website has 200,000 organic traffic and 1,100 paid traffic in the past 30 days.
And if we take a closer look, we can see that after customers visit their website, the number of pages viewed is close to 4 pages, the stay time is more than 12 minutes, and the bounce rate of each visitor entering the website is only 0.5%! From such traffic and customer retention time, we can basically know that most customers will place orders on their website, and it is estimated that the number of independent station orders of QuadLock is almost no less than their monthly sales on Amazon. 550,000 US dollars!
What's more interesting is that QuadLock now has more than one Shopify independent station, but has set up an independent Shopify official website for different countries and regions (note that each site clicks into a different Shopify store), it is conceivable that How big is the sales volume of QuadLock's independent station now!
Part III: QuadLock Marketing Strategy Analysis
The reason why QuadLock sells so much is not only the precise market positioning and product layout we analyzed above, but also their unique promotion method.
First of all, from the Amazon site, we can see that the company has not invested a penny in Amazon advertising through QuadLock's largest-selling ASIN B09JNP79D3 (4,693 monthly sales)
At the same time, many customers are searching for QuadLock brand terms, and QuadLock products are ranked #1 under many organic search terms
So, where does their traffic come from? We can see through their Facebook, Instagram, YouTube pages that their subscribers are very large:
Facebook has more than 400,000 subscribers, and their updates are basically 3-5 video posts per week
Instagram has more than 140,000 followers. In addition to posting frequency similar to Facebook, posts pay more attention to the visual effects of scene pictures (very important), many of which are not related to products.
QuadLock has more than 5000 followers on YouTube, but each of its videos has between 1000-3000 views
And from Hui.com, these numbers are not accidental, or rely on natural follower growth, by looking at the Facebook Ads Library we can see that QuadLock is very good at placing Facebook and Instagram ads
At the same time, through the tool we can see that QuadLock has also placed many advertisements on Google search and YouTube videos.
And we also found that the reason why QuadLock can accumulate such a high number of users and maintain stickiness with users, they also used a Shopify rebate artifact: Referral Candy (URL: ). This tool mainly turns each customer into his own sales agent by rebates to the customer.
In addition, what surprised us is that the fee for this tool is not cheap, it is close to 50 US dollars per month, but American merchants who are used to free tools have left more than 1,000 positive comments! Among them are the general features that this tool gives them to bring new users quickly.
If we summarize today's article, we hope to bring you the following inspiration:
QuadLock Operational Summary and Inspiration
1. Focus on market commonality
2. Focus on protecting invention patents
3. Focus on marketing before product development
4. Focus on accumulating customers
5. To sell the product at a high price, you need to calm down and educate customers when promoting, and let them know the value of your product through video and social platforms
6. Acquire and accumulate traffic through independent stations + social platforms + Google
7. Amazon prohibits rebates, but rebates are indeed a powerful tool developed by independent stations
8. Make every customer fall in love with your product while making them your sales channel
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