How do children's bicycle brands "sail" to overseas markets

The children's bike, a scaled-down version of the adult bike, is specifically designed for children who have not yet mastered the physical and mental abilities required to ride a bike. Although the market capacity of children's bicycles is much lower than that of adult bicycles, the competition is relatively less fierce. According to CMI data, the global children's bicycle market size in 2022 was 18.22 billion US dollars, and it is expected that by 2030, this figure will grow to 24 billion US dollars, and the compound annual growth rate will remain at about 3.5%. The prospect of children's bicycles is quite considerable, so how do children's bicycle brands "sail" to overseas markets? The brand we are going to analyze next may give you some inspiration!

The global bicycle market, by geography, can be divided into North America, Europe, Australia, Asia Pacific and Latin America markets. The Asia-Pacific region dominates the global children's bicycle market, mainly because the Asia-Pacific region, including China and India, has a large population base, and the market size is naturally more considerable. European countries, due to the small land area, the size of the city is not large, coupled with the impact of the concept of environmental protection, so its demand for children's bicycles is also stronger. North American parents, for physical fitness, prevention of obesity and other reasons, also hope that children can actively participate in outdoor sports. Children's bicycles can be used as a means of transportation and as auxiliary equipment for fitness and fat reduction, so they have become the only choice for overseas parents.

Unlike other categories, products related to children usually need to meet the needs of two groups of people, one is the children themselves, and the other is their parents. According to similarweb data, the gap between male and female users of Strider Bikes is not large, and the age of Strider Bikes is mainly concentrated in people over 25 years old, which shows that its main audience is the parents and relatives of children. From the perspective of children: children's choice of bicycles usually starts from the appearance of the product, and most of the more popular children's bicycles are based on popular characters or stories. Not only does it appeal to children, but it also serves as a social currency.

Although it is parents who buy the Bikes, the ultimate users are still children, so Strider Bikes not only works with well-known IP to launch a co-branded model, but also offers a semi-customized service, allowing consumers to choose the color of the body and grip. This is able to make their products more in line with the target audience's preferences.

From the perspective of parents: Parents usually consider the following two issues for the choice of children's bicycles, one is safety, and the other is cost-effective. In response to the concerns of children's parents, Strider Bikes on the one hand only focuses on the development and design of children's bikes, so that it has a more professional image, and on the other hand, it actively participates in various standard tests. A professional image plus the certification of an authority can gain the trust of consumers to a certain extent.

 According to similarweb data, Strider Bikes website traffic is mainly from natural search traffic (37.16%), paid search (25.10%), direct access traffic (25.59%), social media (7.23%).

Natural search traffic, in Strider Bikes traffic sources, accounts for the highest proportion, which is actually a very benign traffic structure. Let's take a closer look at Strider Bikes' SEO strategy

Keyword selection: Most of the keywords selected by Strider Bikes are medium and long tail keywords with low difficulty, and basically they have achieved the first and second positions. And we will find that although the search volume of some keywords is not so high, the traffic it brings is not low.

This is still very useful for small and medium-sized sellers, after all, whether it is in energy or financial resources, small and medium-sized sellers are difficult to compete with the head enterprise, it is not worth spending too much time and energy on popular keywords.

External chain: Strider Bikes selected the external chain, most of the domain scores are high, and are related to children's websites, do external chain on these websites, is to bring a positive impact on the weight and score of the website. Ueeshop would like to remind novice sellers that due to the rule change, today's Google is more focused on the quality of the external chain, rather than the quantity, so be sure to avoid adding a large number of external chains, but the domain score is very low.

Improve user satisfaction and establish long-term relationships with users, not only can bring more orders to the website, but also save a certain amount of promotion costs. So what has Strider Bikes done in terms of conversion?
 

Divided by age: Because children are in the growth period, their body shape will change greatly, which makes children at different ages need to match different architectures of bicycles. Strider Bikes added a filter on the home page, consumers only need to choose according to age, you can quickly screen out the products that meet the requirements, which is able to help consumers improve shopping efficiency.