Popsockets is the leader of what his CEO, Jiayu Lin, likes to call the phone’s handle category. The company is known for small retractable circles that arise in a wide variety of impressions and colors and are attached to the back of someone’s phone, which makes it easier to enter.
But, the company really wants to be known as a lifestyle. It is a inflection point that many accessory brands reach one time or another, because they want consumers to know them for more than just widget. And, Lin is thinking about day after a day on how to position popscakes as a lifestyle brand thanks to events, collaborations, new products and more.
“I want to pass (popsckets) to the higher level by bringing the business to a technological accessory to a brand of mobile lifestyle,” she said.
Lin has joined the modern retail podcast to talk about its vision of popsockts. She has been working in the company since 2022, starting as her general post of Apac and became the CEO of the company in September.
PopSockets has expanded products in recent years, and he is now selling phone cases, wallets and more, in addition to his omnipresent handles.
A concept that Lin is particularly interested is the idea of mobile lifestyle-that is to say that people carry their phones everywhere, phones are becoming more and more an extension of the identity of people. Thus, Popsockts focuses on the launch of a greater variety of products that speak of people’s interests and hobbies – for example, a survival kit of the music festival.
“This idea of a mobile lifestyle – we want to be part of you and an extension of you, to help you express yourself – whether at work, at home or at stake,” said Lin.
Creating exclusives for different retailers such as Walmart, Best Buy, Apple and more is also a large part. In addition, Popsocket plans more opportunities and pop-up events this year, Lin said.
“It is very important to us that we find the right channels for the various products we transport,” she said.
Here are some protruding facts of the conversation, slightly published for more clarity and length.
How popsockets thinks of the expansion of products as a lifestyle brand
“I will use the example of our collection which will soon be launched. This is your survival kit of the music festival. Remember to go to a music festival, right? Know that you want to dance during a concert.
Achieve a successful collaboration
“We know that the conception first in the ethics of the community is very important. So, our design team, then, overall, licenses, partnerships, marketing and sales (teams) – everyone – really excited in the conversations that occur in this community. I have a variety of products in my hand that you use very well for cleaning your vision records (things) that look like a tool that we should for cleaning your vision records. have very talented designers, due to our dedication to the category for more than 10 years, right?
Stay ahead of copyy and competitors
“I think we (stay in advance on the competition) thanks to the construction of the brand, by building the PopSockets brand – we recognize that today. You know, consumers probably know our products better than the brand, but that’s something we are going to change. We plan to recover our original story, and we proudly have the fact that we have invented the category, and we tell the world that we bring you best that we come from the future. Market where we have seen much more competition than the United States … but we are really dedicated to the category here.