How Chinese Overseas Brand Halara Uses TikTok For Brand Marketing

In recent years, as the quality of life continues to improve, more people have begun to participate in fitness activities. According to statistics, the fitness craze in recent years has led to explosive growth in the global sportswear market, and it is expected that the market value will reach US$955.4 billion by 2026.

Looking at the current outstanding Chinese fashion overseas players, it is not difficult to find that finding the right positioning and using their strengths seems to be the key to the success of these brands. Among them, Halara, a cross-border e-commerce brand dedicated to providing sports and casual clothing, has to be mentioned. It has gained a good reputation in the market with its unique product design and excellent brand image.

Halara brand introduction

According to the latest data from Echotik (TikTok’s most professional e-commerce data platform in the US market), Halara has generated millions of sales in just one week, ranking first in the sports and outdoor category.

Halara mainly provides young consumers with casual and sportswear, including yoga pants, sports bras and T-shirts. These types of products are mainly characterized by comfort and fashion, taking into account both fitness and daily clothing needs, and are very consistent with current consumer lifestyles and aesthetic trends.

Unique purchase navigation

In terms of fabrics, the official website of the Halara brand has 10 major categories. CloudfulFabric mainly addresses the problem of airtight clothing when consumers exercise, and PetitoffFabric solves the problem of pet owners' clothing being prone to hair sticking and hair removal. It was developed from the perspective of consumer needs. product.

Festival activities

Halara places Black Friday promotions on the homepage of its independent website. Many popular products have surprising discounts, stimulating consumers' desire to shop.

Halara social media layout

Thehalara.com has an average monthly visit volume of around 2.6 million. The largest source of traffic is paid search, which delivered a total of 29.65% of visits last month. It can be seen that Halara’s customer retention rate and repurchase rate are very impressive, and it has accumulated a certain amount of traffic. The brand potential has huge potential users.

In addition, Halara has layouts on mainstream social media such as Facebook, TikTok, Instagram and Youtube.

Halara has created multiple accounts on TikTok, mainly used for new product launches and live broadcasts.

One of the accounts, @halara_official, has as many as 630,000 followers. The video content is mainly about product display and effect evaluation. It can be said that it subtly allows users to accept the promotion of the product.

TikTok brand topic creation

The brand topic #halara on TikTok has 1.7 billion views, demonstrating the brand’s influence among young people.

The reading volume of other related brand topics #halarareview #halarapants #halaradress is also high.

TikTok overseas celebrity KOL cooperation

In terms of selecting celebrities, Halara also looks for celebrities based on brand style. For example, @vprincemusic has 416.7k fans on TikTok and has strong fan appeal.

@vprincemusic is a fashion blogger. @vprincemusic showed the upper body effect of Halara pants as well as the elastic and anti-wrinkle material, which has a good effect of promoting goods.

There is also beauty blogger @aggayucita, who has 5.1 million fans on TikTok and is deeply loved by fans.

@aggayucita's video shows that Halara yoga pants can not only highlight the figure but also have a strong waterproof effect. They also have a discount price for newcomers. It is a very effective video to promote goods.

@himandherofficial is a couple blogger. Lesly tricked her boyfriend by changing the skirt of the same style in different colors and doing the same action, showing off the upper body effect of Halara pants, which effectively promoted the product.

If emerging clothing brands want to gain a foothold in the international market, they still need to rely on a strong supply chain to establish price advantages. However, in terms of products, emerging brands are beginning to shift their focus to more segmented markets and adopt differentiated strategies. With the development of mobile Internet technology and the popularization of smartphones, more and more young people choose to use mobile phones to access the Internet. This has had a great impact on traditional clothing brands and also provides opportunities for emerging clothing brands to explore overseas markets. Especially in the field of social media, emerging brands understand Generation Z better and use KOLs to create a sense of identity.

I I said

With the strong rise of Chinese brands, "going overseas" has become one of their important strategic layouts. In the era of mobile Internet, focusing on mobile terminal and social media marketing, bringing goods through KOL has become the preferred marketing channel for Chinese brands.

Overseas, "Internet celebrity marketing" has quietly started as early as 2007 and is now mature. With its strong brand communication effect and monetization capabilities, it has been favored by overseas brands in various industries. With the help of overseas Internet celebrity marketing, Chinese overseas brands can quickly increase brand awareness and product sales in the global market, and enhance user stickiness and trust in the long term.

However, when doing both marketing and creativity, we must adapt to local conditions and combine different cultural environments to develop cross-cultural creativity with more local characteristics. Because most foreign Internet celebrities have distinctive personalities, the first thing to consider is that the appearance, personality, clothing, etc. of the Internet celebrity must be consistent with the brand's tone.

Brands going overseas must clarify their marketing goals so that they can select influencer resources in a targeted manner. Some Internet celebrities who are comparable to superstars can better enhance brand awareness and have a public relations effect beyond social media; although some Internet celebrities do not have that large number of fans, they are opinion leaders in a certain field and have the right to speak. Can directly reach subdivided categories and have a direct impact on purchasing decisions.