SmartPush & SHARGE
December 24, 2024
The Advanced Operation Road of SmartPush X Sharge, Boosting Tens of Millions of GMV!
In today's highly competitive 3C market, brand success is no easy feat. However, Sharge, founded in Shenzhen in 2020, has managed to carve out an impressive advanced operation path.
From the start, Sharge embarked on an innovation-driven journey. Its core team, made up of product-loving and perfection-seeking geeks, opted for a different route when consumer electronics were mired in low-price competition and design homogeneity. As a pioneer in bringing the transparent design concept to power banks, Sharge immediately caught consumers' attention with its eye-catching “cyberpunk-style” design, securing its market position.
By 2024, Sharge had thrived, performing well on cross-border e-commerce platforms and its DTC independent website, with annual revenue exceeding ten million yuan. This success stems from its focus on product strength.
Targeting the middle class like photographers, gamers, and businesspeople, its products are priced between 59 - 199 euros/dollars.
These consumers seek more than just cost-effectiveness; they want products that reflect their aesthetics and values. Sharge gets it, emphasizing unique design, excellent performance, brand connotation, and user experience.
But Sharge's journey hasn't been smooth. Tighter privacy policies and rising marketing costs have led to user operation problems.
Email marketing has stalled. The email open rate on other platforms dropped from 45% to around 25%. SmartPush diagnosed that Sharge skipped the email preheating step. Sending to “inactive users” led to low open rates, causing emails to be marked as spam by providers like Gmail and Yahoo, worsening the situation.
Data privacy policies also made it tough for Sharge to understand user data, hindering precise user segmentation and marketing.
When trouble hit, SmartPush came to the rescue with custom solutions.
To fix the email issue, SmartPush devised a 「Preheating Plan」 for Sharge, covering competitor analysis, domain checks, sending schedules, and daily data monitoring. This rebuilt the domain's reputation and boosted email exposure.
With the AI Sending Time function, emails reached users during active periods, raising the open rate back to 40% - 45%.
For data woes, SmartPush used anonymous visitor technology to track cookie behaviors, filling in user info gaps and building 360-degree user portraits. This enhanced Sharge's user operation and marketing. Now, Sharge's GMV share in the SmartPush channel exceeds 15%.
Against the backdrop of fierce competition in the 3C industry, Sharge has created its unique brand tone through precise user operation, conducting in-depth communication and user interaction to convey brand value to users, thus accumulating a large number of loyal fans in the market.
What Sharge fans usually pay the most attention to are the "high-powered" new products launched by the brand. Take the SHARGE Carbon Fiber Series as an example. Sharge started the preheating activity two weeks in advance, stimulating users' sense of anticipation with phrases like "Coming Soon".
When launching this product full of design sense and innovation, Sharge also did not forget to express the brand's sense of social responsibility, attracting more users who resonate with it.
Sharge's new product activities usually adopt A/B testing to test the effects of different copywriting to find the most popular content.
The content conveyed by Sharge in emails goes far beyond simple promotional information. It showcases product usage scenarios, media recognition of the brand, emotional connections between users and the brand, etc. These contents are not only aimed at driving sales but also convey the unique value of the brand, enabling users to develop a deep emotional identification and thus enhancing brand loyalty.
Data shows that the conversion cycle for the first order of 3C brands is usually as long as 33 days. During this decision-making cycle, the competition within the same category is fierce.
Therefore, brands need to do two things well during this period:
one is to convey the brand value and win the trust of consumers;
the other is to maintain continuous interaction with consumers to ensure that they do not forget the brand.
To this end, Sharge has established a complete automated outreach system to ensure that it can reach users at critical moments during the consumer's decision-making cycle. Whether it is a new user discount, product recommendation, or brand value conveyance, it will reach users in a timely manner through emails.
This system has enabled Sharge's first-time shopping decision-making cycle to be far ahead of the industry average.
Looking back, relying solely on high traffic-acquisition costs would doom Sharge's ROI. The combined efforts of Sharge and SmartPush, focusing on user value and needs, have enabled compound growth.
Today, Sharge is a 3C market standout and role model. SmartPush remains committed to helping brands with user operations, value conveyance, and building sustainable ecosystems.
Follow us to get more practical guides and cases about user operation. Let's put users first and jointly build global overseas brands!
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