A headlight that illuminates the sense of safety during night rides;

A cycling outfit that goes from niche to mainstream hit;

A live broadcast that sets off a sales frenzy!

Rockbros, a brand that has surged in the Southeast Asian market with cycling gear! How do they win consumers with their products? How do they open up the market with TikTok?

Today, let's uncover the secret to Rockbros' explosive popularity!

  01  

Southeast Asian Market:

The Rise of Cycling Trends

When it comes to Southeast Asia, most people think of sunny beaches, delicious tropical fruits. But on this vibrant land, there is also a rapidly rising cultural symbol - cycling. Whether it's urban commuting or outdoor travel, cycling is gradually becoming a new lifestyle.

The "2024 Southeast Asia Sports Outdoor E-commerce Industry Market Insight" report shows that the Southeast Asian outdoor sports market has shown a rapid growth trend in recent years. Statista also predicts that the compound growth rate of the Southeast Asian fitness market will reach 9.71% from 2022 to 2027. Sports and outdoor are popular categories for Chinese brands to go global in recent years.

Among them, the total sales volume of the outdoor & sports fitness equipment category accounts for about 52.8%.

Initially, Rockbros focused on the European and American markets, but soon found that the Southeast Asian market had more potential. The e-commerce market size of Southeast Asia is expected to reach nearly 150 billion US dollars in 2024, and the e-commerce penetration rate of TikTok is still rising. Moreover, young consumers in Southeast Asia not only have a large population base but also love outdoor sports like cycling.

Especially in the Philippines, the cycling craze is on the rise. In cities, cycling has become a new choice to solve traffic congestion; in rural areas, night rides and off-road cycling are gradually becoming popular. Young people in the Philippines account for more than 70% of the total population, have strong purchasing power, and particularly like to discover new brands through social media.

Rockbros' cycling lights, gloves, and sun protection gear just happen to fill the market demand gap.

  02  

From China to Southeast Asia:

How Rockbros Captures Consumers?

From the initial single-product factory to the current global cycling gear brand, this Chinese-originated company has walked its own path of cycling with ten years of persistence and innovation.

In Southeast Asia, Rockbros has entered multiple countries, among which the Philippine TikTok store has the highest sales volume.

According to Echotik data, since Rockbros Philippines landed on the TikTok Philippine store in March 2023, the total sales volume of @rockbros--ph has reached over 100,000 pieces, with a total GMV of 289,000 US dollars.

The best-selling product in the past 30 days is an anti-UV ice cloth arm sleeve, with nearly 2,700 units sold in the past month. Since its launch, this product has achieved a total sales volume of nearly 60,000 pieces! The second best-selling product is a bicycle waterproof tail light.

Rockbros' Philippine TikTok account currently has nearly 100,000 followers and over 90,000 likes.

Rockbros' founding team is made up of cycling enthusiasts. Initially, they just designed some small gear to solve small problems they encountered while cycling, such as insufficient lighting during night rides and discomfort after long rides. Unexpectedly, these products were welcomed by the market as soon as they were launched.

In 2020, the Rockbros team keenly realized the rise of the Southeast Asian cycling market. They made a bold decision: to shift their focus to Southeast Asia, especially the Philippines with huge cycling potential.

If there is one product that can support Rockbros' half of the territory in the Philippines, it is definitely their high-brightness waterproof headlight.

Unlike the "universal" strategy, Rockbros places special emphasis on localization.

Philippine consumers are price-sensitive and pursue high cost-effectiveness. Rockbros not only keeps the pricing affordable but also designs products that cater to local needs.

The road conditions in the Philippines at night are complex, especially in rural and small towns, where there are almost no streetlights. Rockbros' headlights are not only bright but also waterproof, and can be used normally even in humid environments.

Many Philippine cycling enthusiasts emphasize environmental protection. Rockbros has launched headlights made of recyclable materials, combined with durable design, which not only conforms to the local consumption concept but can also be used for a long time, directly touching the users.

Rockbros also comes with ultra-long battery life, which is really great for users who often need to ride long distances, as one charge can last for several days!

Rockbros' goal is not only to become synonymous with cycling gear but also to promote the popularization of cycling culture in Southeast Asia. In the future, Rockbros plans to expand its product line and launch more localized equipment suitable for tropical climates and rainy seasons.

  03  

TikTok Hit Products Boost:

From "Planting Grass" to "Pulling Grass" in One Step

After entering the Philippines, Rockbros did not follow the traditional marketing model but took the lead in seizing the high ground of TikTok, a social media e-commerce platform, making short videos and live broadcasts the brand's "super engine".

On TikTok, Rockbros showcases the scenario-based use of cycling products through short videos and live broadcasts, such as the image of a headlight illuminating the road 50 meters ahead on a rural road, with comments exclaiming "a sense of security explosion".

Or, inviting everyone to quietly listen to the sound of Rockbros bicycles, with comments asking how to buy, wanting to have a bike just like it.

In Rockbros' live broadcasts, the host demonstrates the waterproof and shockproof performance of the headlights through real-life scenarios and interacts with the audience in real-time. Night ride live broadcasts show how high-brightness headlights provide clear vision on complex Philippine rural roads.

On TikTok, the hashtag #rockbros has accumulated nearly 12,000 works.

Rockbros has also deeply cooperated with local cycling influencers in the Philippines. Through real test short videos, cycling guides, and other content, these influencers help the brand naturally integrate into the daily lives of consumers.

According to Echotik data, Rockbros has built connections with as many as 2,000 influencers.

Among them, a local Philippine influencer with less than 15,000 followers released a simple demonstration video that directly drove sales of 5,000 units.

In a recent TikTok popular video, cycling influencer Mursean used Rockbros to traverse the countryside, demonstrating Rockbros' super convenient configuration. This short video instantly gained 1.2 million+ views.

The Southeast Asian market is like a gold mine waiting to be mined, and Rockbros is the "prospector" who dares to test the waters. With TikTok's explosive power and deep insight into consumer needs, they have already seized the C position in the Philippine cycling market.

From ordinary cyclists to leaders of the Southeast Asian cycling market, Rockbros' success is a microcosm of brand globalization. On this land where e-commerce and social media intertwine, seizing the dividend period of TikTok may be the required course for every brand.