Ulike家用脱毛仪如何突破舒适圈，进军百万级海外市场
爱美之心，人皆有之。 With the improvement of living standards, people are paying more attention to appearance and image, with hair management becoming an increasingly important concern. In recent years, Ulike, as a rapidly rising brand of home hair removal devices, has successfully combined product performance with consumer needs through continuous technological advancements.
传统脱毛美容市场痛点明显 The traditional hair removal market is characterized by high prices and inconsistent service quality. However, Ulike dared to challenge the status quo by integrating technology with practical results, redefining market core elements and achieving multi-dimensional innovation. This laid a solid foundation for Ulike's expansion into overseas markets.
那么，Ulike是如何突破舒适圈，进军百亿级海外市场的呢？ So how did Ulike break through its comfort zone and enter the billion-dollar overseas market?
01 打破传统束缚，深耕产品创新
01 Breaking Traditional Constraints with Product Innovation
Under the impact of the pandemic, more domestic brands began reassessing their market strategies and recognizing the huge potential overseas. After perfecting its products domestically, Ulike started its global expansion in 2022.
Unlike other brands, Ulike focuses not only on sales growth and brand influence but also on market education, helping users develop home hair removal habits. Yvonne, Ulike's online business director, stated: "We aim to raise awareness about hair removal and teach people how to do it affordably and conveniently at home."
Traditional hair removal was limited to expensive salon services using large, costly equipment. Ulike's home devices eliminate time and space constraints, transforming professional hair removal into a "home beauty salon" experience.
02 借力Shopee，进军东南亚市场
02 Leveraging Shopee to Enter Southeast Asia
Many Chinese brands view overseas markets as key growth opportunities. Southeast Asia, with its strategic location, large consumer base and growing economy, has become a crucial battleground.
According to QYR statistics, Southeast Asia's hair removal device market reached $13.633 million in 2022, projected to grow to $41.991 million by 2029 with a 16.9% CAGR.
However, Southeast Asia's fragmented market with diverse cultures and consumption habits makes it challenging. Ulike adopted its China strategy - first understanding tier-1 markets before expanding to tier-2 and tier-3 cities.
Partnering with local experts was crucial. Shopee, Southeast Asia's leading e-commerce platform with its massive user base and complete ecosystem, became Ulike's ideal partner. "Shopee leads in Southeast Asia, and we want to leverage major platforms for better results," said Yvonne.
03 打通电商全链路，成功引爆销量
03 Optimizing E-commerce Channels for Sales Success
During Shopee's 12.12 promotion, Ulike utilized cross-platform marketing with ShopexFacebook ads (CPAS) and Shopee affiliate marketing (AMS). CPAS drove 25x more sales than usual, while overall store sales increased 16x.
Like other brands going global, Ulike faced challenges, particularly with logistics. "Shopee's team maintained close communication, helping us quickly adapt to the new market," Yvonne noted.
Through continuous optimization, Ulike achieved its first sales boom on Shopee within 6 months. "This was our first complete cross-border operation integrating operations, marketing and logistics with platform promotions," Yvonne explained.
This success stemmed from Ulike's product strength and refined marketing strategies. The brand emphasized social media content distribution and market education, focusing on product features and results. They also experimented with livestreaming to generate interest.
Yvonne shared insights: "Many underestimate Southeast Asian consumers' beauty product demand. In reality, they have strong demand and care deeply about quality."
The industry still has huge growth potential. "After testing various products, we found Ulike leads in materials, technology and packaging," said Yvonne. "Our revolutionary Ulike Air3, launched simultaneously in China and Southeast Asia, perfectly matched local preferences."
未来，Ulike将继续深耕产品，满足更多消费者的脱毛需求。 Moving forward, Ulike will continue improving products to meet more consumers' hair removal needs.