How E-bike brand captures users’ minds through influencer marketing
Cheerary: vertical KOL+scene based content, leveraging the cost-effectiveness market
Core strategy: Accurately positioning emerging markets and delivering practical value through localized influencers.
Shenzhen brand Cheerary has entered the Polish and German markets with high cost-effectiveness (starting at $700), avoiding high price competition from mainstream European and American brands. The key to its success lies in:
Collaboration with vertical KOLs: partnering with Polish delivery drivers KOL@pozytywny_dostawcia Collaboration, showcasing the E-bike delivery scene from a first person perspective, with a single video showing 591000 views and a large number of user inquiries emerging in the comment section. The delivery scene naturally fits the labor-saving and speed advantages of E-bike, effectively reaching the commuting needs of the population.
Multi platform matrix layout: Collaborate with technology evaluation blogger @ Simon Smith to simultaneously cover TikTok, YouTube, and Instagram, with content covering performance testing, travel, cycling, and other scenarios, enhancing the brand’s multi scenario applicability.
Cost effectiveness narrative: In the Polish market, emphasis is placed on “environmentally friendly travel without high prices”, highlighting the economic viability of the product by comparing the long-term usage costs of traditional bicycles and E-bikes through influencers.
Result: Ranked among the top brands in emerging markets in Poland, with a 30% increase in penetration rate in the German market.
Laminal: Explosive accessories+social media matrix, leveraging the E-bike craze
Core strategy: Starting from segmenting accessories, building a scenario based content ecosystem.
Shenzhen brand Lamicall has achieved explosive growth by leveraging the E-bike craze with its niche mobile phone holder
Scenario based content seeding: Post actual cycling scene testing videos on TikTok, such as mountain bumps testing, rainy weather cycling protection, etc., highlighting the stability and waterproof performance of the bracket. The official account has 158000 followers, with over 40% of users spontaneously sharing content.
Layered celebrity collaboration: Top tech bloggers are responsible for in-depth evaluations (such as comparing with competitors), while small and medium-sized KOLs publish lifestyle content (such as commuting Vlogs), covering different fan circles. The search volume for the keyword “recommended cycling accessories” in Amazon Listing has increased by 200%.
DTC closed-loop operation: The independent site embeds user reviews and social media sharing entry points, launches a “referral rebate” plan, and converts users into brand communication nodes.
Result: The phone holder consistently ranks first in the BSR category of Amazon handlebar holders, with annual sales exceeding 500 million yuan.
Aventon: Localized operation+long-term KOL relationships, creating a high-end brand image
Core strategy: Transform from dead flying to E-bike, and build a sense of technological trust through influencers.
Aventon, an American brand founded in China, has entered the high-end market through localized operations.
In depth evaluation of vertical bloggers: Collaborated with YouTube cycling vertical bloggers to release a 20 minute technical analysis video, focusing on showcasing the dual motor power system and range performance. The video views of top bloggers have exceeded one million, driving a 150% increase in official website traffic.
UGC content accumulation: Launch a “Cycling Story Collection” activity on Facebook, where users upload street photos, travel, pet cycling, and other content to form a brand content library. During the event, user generated content (UGC) accounted for 60% and the repurchase rate increased to 35%.
Offline and Online Linkage: Through 300 offline stores in the United States, trial riding services are provided, and videos of influencers exploring stores are simultaneously spread on TikTok, strengthening the recognition of “professional cycling brands”.
Result: The unit price reached $2000, and the North American market share ranked among the top three.
Heybike: Tag operation+data-driven, achieving viral spread
Core strategy: precise targeting+tag fission, amplifying the long tail effect of content.
Heybike achieves efficient exposure through data-driven influencer marketing:
Tag matrix operation: Launch # HeybikeAdventure challenge simultaneously on YouTube and TikTok, encouraging users to share their cycling routes. The cumulative views of related tags have exceeded 239 million, with user generated content accounting for 45%.
Content localization adaptation: Targeting the preferences of European and American users, highlighting “off-road performance” and “environmental protection concept”; In the Southeast Asian market, emphasis is placed on “commuting efficiency” and “price advantage”.
Result: Independent website traffic increased by 200% and was selected as the Best Seller in the Amazon E-bike category.
The core strategy of E-bike brand influencer marketing
Accurately matching influencers: matrix layout from vertical categories to pan entertainment
Priority in vertical fields: Collaborative cycling, outdoor sports, technology evaluation KOLs, such as Heybike targeting off-road enthusiasts.
Pan entertainment penetration: Cheevally collaborates with food delivery drivers and travel bloggers to expand its audience coverage.
Content Localization: Cultural Symbols and Scene Innovation
Regional narrative: Aventon emphasizes “outdoor exploration” in North America and “urban commuting” in Europe.
Scenario based implantation: Laminal visually displays product performance through scenarios such as mountain biking and rainy commuting.
Long term operation: from traffic harvesting to brand asset accumulation
UGC ecosystem construction: Aventon collects user stories and transforms content into brand trust assets.
Private domain traffic conversion: Cheetah has embedded a WhatsApp community entrance on its independent website, increasing user repurchase rate by 25%.
From the above cases, it can be seen that the overseas influencer marketing of E-bike brand is not only a battle for traffic, but also a deep binding between product value and user emotions. Only by deeply integrating technological innovation, cultural insights, and the influence of influencers can we gain an advantage in this multi billion dollar market competition.
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