Have you ever had such an experience? After working all day, I dragged my exhausted body home, but was instantly dissuaded by the dirty floor. I felt overwhelmed but could not do anything, so I could only lie down and sigh. This kind of trouble is probably a common problem among all lazy people!
However, a domestic brand named Cloud Whale easily resolved this embarrassment with a sweeping and mopping robot. Its sweeping robot products have not only become a hot-selling product in China, but the related video views on TikTok have easily exceeded one million, attracting countless foreigners to rush to plant grass: “This robot, you can make money if you buy it!”
But these outstanding achievements did not happen overnight. From a start-up company to today’s overseas representative, what are the noteworthy layouts behind Cloud Whale? Perhaps the answer can be found in its story of going to sea.
01
Technological innovation: the ticket to changing the rules
The story of Cloud Whale begins with the redefinition of the traditional concept of “housework.”
In 2016, the Cloud Whale brand was officially established and is affiliated to Cloud Whale Intelligent Innovation ( Shenzhen ) Co., Ltd. The brand focuses on the development of the field of home robots. Through the development of products with breakthrough technologies, it has gradually built a brand image “made for users’ freedom and love”, and the vision of using technology to empower family life has also begun.
In 2019, Cloud Whale launched an epoch-making product-NARWAL J1. This all-in-one sweeping and mopping robot pioneers mop self-cleaning technology, allowing consumers to say goodbye to the tedious task of frequently cleaning mops.
Since then, “free your hands” is no longer a slogan, but a tangible user experience. With this innovation, J1 quickly became a phenomenon-level product, setting off a craze for intelligent housework in the domestic market.
But the success of a product is obviously not the end. In order to further improve product performance, Cloud Whale continues to invest in research and development and has made many breakthroughs in the fields of SLAM positioning technology and AI object recognition. These technologies make Cloud Whale’s robots more intelligent and lay the technical foundation for its entry into the international market.
In 2020, Cloud Whale officially launched its overseas deployment.
Facing the consumption habits and needs of different regions, it has adopted differentiated strategies: in the North American market, it uses high performance and quality of life to impress users who are willing to pay for high-end technology; in Europe , it integrates environmental protection concepts to create “energy saving and environmental protection” brand image and win the favor of consumers. Through these targeted strategies, Cloud Whale has gradually opened up its presence in overseas markets.
Today, Cloud Whale’s products have covered North America, Europe, Japan , South Korea , Australia and other regions. The number of global users has exceeded 1.8 million, and overseas sales account for more than 60%.
Behind these figures, in addition to the support of technology and products, it is also inseparable from Cloud Whale’s precise layout on overseas social media platforms.
02
Precise social media layout: see how Cloud Whale accurately breaks the circle
If technological innovation is the foundation for Cloud Whale to go overseas, then social media is an important bridge for it to reach global consumers.
In order to let more users understand the brand, Cloud Whale has launched a precise layout on multiple overseas social platforms, interacting with users through content innovation, and making the brand story more deeply rooted in the hearts of the people.
TikTok
As the most popular short video platform among young people in the world, TikTok has become a pioneer for Cloud Whale to reach the international market.
Up to now, Cloud Whale’s official account on TikTok has accumulated 241,800 fans, received 819,200 likes, and its most popular video has been viewed 3.3 million times. The data is still very impressive.
Cloud Whale’s TikTok account status
Cloud Whale’s content on TikTok is mostly short and vivid short videos, showing the core functions and usage scenarios of the product. For example, a video with 2.1 million views demonstrated the self-cleaning function of a mop in a relaxed and humorous way, and was widely praised by users.
This strategy of using scene-based expression to highlight functional highlights not only increases the attractiveness of the content, but also allows Cloud Whale to successfully create a brand image that is “both efficient and close to life”, further deepening consumers’ interest in the product.
Cloud Whale’s TikTok video content
In addition, Cloud Whale also uses popular tags such as #cleantok and #asmrtiktoks to expand the scope of communication, and actively interacts with users in the comment area to enhance brand stickiness.
Popular TikTok tags commonly used by cloud whales
On Instagram, Cloud Whale’s operation strategy focuses more on the release of high-quality pictures and short videos.
As of now, Cloud Whale’s official account has 102,000 fans, and its content mainly focuses on the combination of products and life scenes. For example, by showing the matching effects of products in home environments with different decoration styles, Cloud Whale successfully highlighted the design and practicality of the products, which is in line with Instagram users’ preferences for aesthetics and lifestyle brands.
图源：Instagram
On Facebook, Cloud Whale’s user base is relatively small, with the current account number of fans being 12,000. The brand regularly publishes content on the platform including product function demonstrations, user feedback and operating tips, focusing on the practicality and technical advantages of the product.
However, Cloud Whale is very active in the comment area, which is very desirable. Under a video showing the mop’s self-cleaning function, consumers not only left messages expressing interest in the product, but also raised specific questions about performance, cleaning capabilities, etc. The Cloud Whale team provided detailed responses in the comment area, including actual use experience and technical details, demonstrating its attention to consumer needs.
图源：Facebook
YouTube
As a platform focusing on long videos, YouTube has become an important window for Cloud Whale to display product performance and technical details. At present, Cloud Whale has 22,400 subscribers on YouTube. The video content it publishes includes product unboxing, detailed function explanations and user guides. Among them, 9 videos have exceeded one million views, which is a very impressive performance.
Source: YouTube
03
Building multiple channels: Cloud Whale’s independent website and Amazon’s layout
In addition to precise operations on social media, Cloud Whale also focuses on a more comprehensive global market layout.
After all, social media exposure alone is not enough to meet the purchasing needs of overseas users. In order to achieve a complete link from brand exposure to consumption decision-making, Cloud Whale simultaneously built an independent website and actively entered Amazon, forming a dual-line channel strategy, which provided strong support for its internationalization.
independent station
The homepage of Cloud Whale’s independent website is centered on product display, highlighting features such as self-cleaning mops. It also has “new products” and “hot-selling products” sections to facilitate users to quickly browse products of interest.
The multi-language support of the website provides convenience for users in different regions and reduces language barriers. In addition, the FAQ area covers frequently asked questions about logistics and after-sales, helping users find answers quickly.
From the layout point of view, the independent station takes into account both practicality and intuitiveness, and establishes a window for the brand to directly contact consumers.
Cloud Whale’s independent website homepage
Amazon
On the Amazon platform, Cloud Whale focuses on improving users’ purchasing experience.
The page clearly lists product ratings and user reviews, providing consumers with a direct basis for decision-making.
Through Amazon’s logistics system, Cloud Whale further ensures distribution efficiency in the international market. This layout method not only increases the exposure of the product, but also strengthens the trust of the brand.
However, compared with independent websites, Amazon is more sales-oriented, and the display of brand tone is relatively limited, but this differentiated positioning is also in line with its platform characteristics.
Source: Amazon
04
Domestic products going overseas: unlimited possibilities for the next step
From manufacturing to smart manufacturing, from domestic hits to global bestsellers, brands like Cloud Whale are charting a new roadmap for domestic products to go overseas. They are no longer just followers, but are carving out their own tracks with technological innovation and marketing strategies. More importantly, this gesture of going global also allows more people to see the possibilities that domestic brands can inspire in the global market.
In the future, the significance of domestic products going overseas may not only be commercial success, but also carry more value transmission about quality, culture and innovation.
How to tell your own story well and break down the barriers in the regional market will determine how far this wave of domestic products can go.
