Have you heard of an umbrella that can rain?
I bet you've never heard of an umbrella that can rain, have you? Well, someone actually saved their factory by selling this unique item. The case we're sharing today is both interesting and risky. Let's delve into how this adorable Chinese boss came up with this product idea and used it to increase sales through marketing.
Rain umbrellas, laser reflective umbrellas, fan umbrellas, couples umbrellas, and night walking umbrellas—all these creative umbrellas are made by this factory.
The boss is Lei Penglin. He created these special umbrellas based on customer suggestions, attracting a large number of young customers online and clearing unsold inventory.
In 2019, Lei's factory nearly closed. To boost sales, he tried selling products through livestreams on Douyin (TikTok in China). But it was always just two or three people watching, and no one bought anything even after he talked about his products all day. After the streams ended, he often felt like giving up.
At first, his videos primarily covered very professional topics like fabric density, the number of vinyl layers, and the number of ribs in the umbrella frame. However, comments complained that he talked too much and was too complicated. He realized that doing business online isn't just about providing information. Instead, it's important to interact with his customers and listen to them.
Consequently, he adjusted his livestreaming style. Instead of just talking, he started using exaggerated body language to demonstrate the umbrellas' features and functions with a serious expression. I think many of you have also encountered the same problem: what you think is quality content doesn't interest your audience at all.
Little by little, Lei's unique presentation style began to attract a small group of fans, but sales weren't particularly strong. Then, a comment caught his eye: someone wanted an umbrella that could "rain" on its own. Although everyone thought it was just a joke, Lei decided to take on the challenge and make it a reality for this client.
After talking with the netizen, Lei realized that what they really wanted was a way to stay cool in the summer heat. They wanted an umbrella that could not only block the sun but also spray water to cool them down. So, Lei added a battery and a fan to the umbrella, and made a place in the handle to hold a water bottle, along with a simple push-button nozzle. Now, customers can simply insert a water bottle into the handle, press a button, and a refreshing mist will come out.
raining umbrella
Another comment said they wanted an umbrella that could light up. Seeing this, Lei tried using reflective materials to create a prototype and then made a video with a pre-sale link. Surprisingly, this umbrella received an overwhelmingly positive response, selling 10,000 units on the first day alone. In the following half month, total sales reached 70,000 units, making it their best-selling umbrella.
Laser reflective umbrella
Now, the comments on his videos are like a wishing well, filled with thousands of messages. People describe their dream umbrellas, some even attaching sketches, hoping Lei can bring their imaginative designs to life. His factory can customize an umbrella in just one day, from design sketch to printing the material, purchasing the frame components, and then assembling it at the factory.
Of course, Lei doesn't create a new umbrella for every comment. He pays more attention to those that get a lot of likes. Lei believes these netizens' desires indicate what the market is looking for. If they can meet market demands, their sales will naturally increase.
Thanks to Lei's persistence, his platform has amassed more than two million followers. Meanwhile, his factory has grown significantly, going from fewer than ten people to hundreds of employees.
In 2023, they customized 90 types of umbrellas and sold more than 1.2 million units, increasing their sales tenfold compared to the previous year. Many e-commerce entrepreneurs are lining up to learn from their success.
Customer comment
Lei's story is somewhat similar to that of the print-on-demand business in some Western countries. These companies offer high commissions to attract global illustrators to submit their designs, and then let fans vote on them. The design with the most votes will be mass-produced and sold.
After reading this, you'll understand why I said at the beginning that this case is both interesting and risky. Relying entirely on consumer feedback can sometimes lead to failure, rather than a romantic success story. Therefore, market research should still involve careful user analysis, ideally supported by data, and low-cost investments to test the market first.
