According to GoodsFox, NewBella, a women's shoe brand for overseas markets, has seen a significant increase in advertising exposure in the past 30 days. Its advertising volume has grown by 76.55% compared to the previous period. Currently, NewBella ranks first in GoodsFox's shoe brand overseas promotion list and 12th in the overall category of overseas promotion. It is understood that NewBella is a women's shoe brand launched by Belle International, a leading domestic footwear company, targeting the American market.
Women's shoes have always been a popular category for Chinese ecommerce companies to expand into overseas markets, with the global market estimated to exceed $100 billion. Taking the prominent market of the United States as an example, according to Euromonitor data, the average annual growth rate of the US footwear industry market size is projected to be 4.1% from 2023 to 2028, with the market size expected to reach $111 billion by 2028. In recent years, there has been a surge in the international expansion of footwear brands, with established brands like Li-Ning and Anta making appearances in the international market, and new brands like VIVAIA becoming favorites in the European and American markets with their eco-friendly designs. As an emerging brand launched by a leading domestic company, NewBella must decide how to strategically expand into international markets.
As a newly launched brand, NewBella focuses on the perfect combination of fashion, quality, and comfort, aiming to tailor fashionable, sexy, and comfortable footwear for modern women. In terms of design, NewBella primarily integrates women's needs and current trends into product design. The brand offers a variety of styles, colors, and sizes to cater to women of different age groups and styles.
NewBella primarily sells through its brand's independent website. Currently, the monthly website traffic for NewBella has reached 589,000 visits (as of March 2023). The majority of the audience is sourced from the United States, accounting for 77.2% of the traffic. In terms of age demographics, the main target group consists of women aged 25-34.
In terms of specific categories, NewBella covers eight subcategories of women's shoes, including sandals, high heels, sneakers, and Mary Jane shoes. Additionally, despite entering the market primarily with women's shoes, NewBella also offers supplementary categories such as men's shoes and bags to increase the website's sales. However, it's worth noting that NewBella's products are not priced low. The average price for sandals ranges from $50 to $60, high heels are priced between $40 and $60, and sneakers are predominantly priced between $30 and $50.
In terms of products, according to GoodsFox data, NewBella has a total of 22 items available for advertising, with 4 main hot-selling items (promotion index ≥ 500). The recent product focus has been on sandals and high heels categories. Furthermore, the majority of the products cater to the female demographic.
MOUSSE FIT Peep Toe Stiletto Heeled Sandals
This product is a pointed-toe high-heeled sandal boot with basic knit details. According to GoodsFox data, the current promotion index for this product (in the past 7 days) is 882, with 32 advertisements being placed. It is one of the main featured products by NewBella. In terms of product features, it is made of synthetic leather, providing a comfortable and supportive fit while also exuding a sense of fashion. The shoe has a hollowed-out design in the middle and comes in black, making it suitable for various occasions and outfits. Additionally, the price for this product is $59.
Transparent High-top Lace-up Roman Shoes
This product is a pair of transparent platform lace-up boots. According to GoodsFox data, the current promotion index for this product is 629, with 9 advertisements being placed. The product is characterized by its transparent material and lace-up design. Additionally, the thick sole design provides better support and protection for women while also adding height. Overall, this product has a unique and stylish design, with a pink color that aligns with the fashionable trends of European and American INS. The price for this product is $60.
MOUSSE FIT Pointed Toe Sock Boots
This product is a pair of women's boots called NewBella Chunky Heel Pointed Toe Sock Boots, priced at $79. According to GoodsFox data, the current promotion index for this product is 695, with 4 advertisements being placed. The boots feature a sock-like design that conforms closely to the foot, providing a flattering and streamlined look. The upper of the boots is made of faux suede material, giving it a high-quality texture. When paired with fashionable outfits, these boots exude a sense of elevated fashion. Additionally, the product is available in six color options, catering to consumers' preferences for different colors.
NewBella has gradually established a presence on various platforms, including Facebook, Pinterest, Instagram, and TikTok, starting from 2022, and has been consistently active in their operations. Among them, the key focus of their marketing strategy lies in Instagram and TikTok. On Instagram, they have accumulated over 112,000 followers and primarily collaborate with micro-influencers who have several thousand to tens of thousands of followers for promotions. On TikTok, NewBella invests more in influencer marketing, collaborating with video creators ranging from hundreds of thousands to millions of followers. As a result, although NewBella has only a few hundred followers on TikTok, their brand awareness spreads rapidly. For instance, their brand hashtag #newbella has accumulated nearly 50 million views.
On the other hand, NewBella also continues to advertise in the media. According to GoodsFox data, the peak period of NewBella's advertising in the past year was in the second half of 2022, and since June 2022, the advertising volume has shown an upward trend. Among them, November 2022 was the month with the highest advertising intensity in the past year, with a total of 3508 advertisements in use, an increase of 17.52% month on month. Entering 2023, NewBella's advertising volume remains stable but its advertising scale is not large.
In terms of targeted regions, NewBella primarily focuses its marketing efforts on European and American countries. The United States is the core market for NewBella, with the highest advertising proportion at 15.5%. Following that is Canada (10.9% proportion) and Australia (6.3% proportion). It is worth noting that apart from the European and American markets, NewBella also allocates a significant advertising share to Mexico, accounting for 5.7% of their marketing efforts.
In terms of media distribution for advertising, NewBella primarily focuses on advertising through Facebook and its affiliated channels. As for the types of creative materials used, image-based content accounts for 81.33% of the total, while video content represents 17.33%.
In the recent image-based creative materials used by NewBella, there is a clear emphasis on showcasing the product through single images to attract users. The overall design style leans towards simplicity, with a focus on highlighting the product visuals.
In terms of video-based creative materials, NewBella's presentation is relatively more dynamic. For instance, in the case of a women's sandal, the video showcases the product's design and the effect of a person wearing it to attract users.
