Pet grooming services have become a huge hit, generating $50 million in revenue in just one year.

“Spending hundreds of yuan on cat food while using a fan at home,” or “buying a $100 grooming tool for the dog but spending just $20 on a haircut for yourself”—for today’s pet owners, the idea that pets are family is deeply ingrained in their DNA.

As the concept of “pets as family” becomes deeply ingrained, pet owners are no longer satisfied with basic, budget-friendly pet products. Instead, they increasingly favor professional pet home care products that are low-stress, highly adaptable, and aesthetically pleasing, continuously unlocking premium pricing potential in niche market segments.

Against this industry backdrop, ONEISALL (Wan Yichong), a Chinese brand deeply rooted in the niche pet grooming sector, has bucked the trend and emerged as a leader. According to data from the Noxinfluencer’s platform, sales on TikTok’s U.S. site alone have exceeded 10,000 units over the past 30 days.（We cordially invite you to try it out：AI YouTube Analytics & Leading Influencer Marketing Platform – NoxInfluencer）

Not only that, but ONEISALL has consistently topped the pet care charts on multiple Amazon sites, establishing itself as a benchmark for Chinese pet brands expanding into international markets.

I. Pain Points Are Opportunities: Building High-Quality, Pet-Friendly Products Based on Essential Pet Care Needs

ONEISALL didn’t start out by chasing trends to create a viral hit; rather, it was born from the founder’s genuine struggles as a pet owner. In 2012, he adopted an abused Border Collie that was so terrified of the piercing noise of traditional clippers that it would go into distress and resist every time it was bathed or groomed.

At that time, the pet grooming clipper market in Europe and the U.S. was polarized: professional models cost $200–$300 each, produced 70–80 decibels of noise, and were complicated to operate; cheap models were of poor quality, prone to hair jams, and offered a poor experience for pets. There was virtually no market for low-stress, pet-friendly products designed for home use.

During the 2012–2016 incubation period, ONEISALL dedicated itself to mastering the technology, refusing to follow the crowd, and focused on addressing the three core pain points of “low noise, anti-hair clogging, and ease of use” to create a product of unparalleled quality.

In 2016, the company’s first flagship product, the P2, launched on Amazon. Thanks to its unique selling points, it quickly gained a foothold in the market—without flashy marketing, but solely through its ability to “address real pain points.” This enabled a successful cold start from scratch, laying the groundwork for its subsequent explosive growth.

II. Omnichannel Expansion: Building a Traffic Matrix Across Multiple Platforms with Amazon as the Foundation

During the boom period of cross-border e-commerce, ONEISALL has rejected reliance on a single channel. By leveraging Amazon for scale, its own website for brand building, and offline channels for high-end credibility, the company has established an omnichannel matrix to drive growth in both sales and brand value.

Amazon is ONEISALL’s primary battleground for expanding into overseas markets. On one hand, the brand has precisely targeted popular keywords such as “low-noise pet clipper” and “cordless dog shaver” to solidify its search rankings and firmly capture organic traffic on the platform;

On the other hand, in 2025, the brand leveraged Amazon’s AI image generation tools to optimize its advertising strategy, establishing a full-funnel promotion system that integrates brand, product, and display ads. This drove year-over-year sales growth, reduced the proportion of advertising costs, and simultaneously enhanced the brand’s influence within the category.

To mitigate the risks associated with relying on a single platform, ONEISALL simultaneously launched a Shopify Plus standalone store and expanded into offline retail channels, thereby establishing a comprehensive omnichannel operation system where Amazon, social commerce, the standalone store, and offline retail complement one another.

At the same time, the brand advanced the localization of its supply chain by establishing overseas warehouses in multiple locations across Europe and the U.S., enabling 48-hour express delivery. This has effectively optimized the consumer experience and driven repeat purchases.

III. Influencer Marketing: Viral Hits All Stem from Authentic, Real-Life Recommendations

ONEISALL’s ultimate competitive edge lies not only in its products but also in its marketing—by transcending the limitations of a mere tool brand and leveraging influencer marketing to establish the brand perception that “ONEISALL = a comprehensive solution for all aspects of pet care.”

According to data from the Noxinfluencer’s platform, over the course of a year, ONEISALL collaborated with 1,761 influencers, with TikTok accounting for a significant 60.13% (1,059 influencers) of that total, while YouTube and Instagram accounted for only 20.10% and 19.76%, respectively. Rather than spreading its efforts evenly across platforms, ONEISALL has concentrated its resources on TikTok, where short-form video content is most effective at driving consumer interest.（We cordially invite you to try it out：AI YouTube Analytics & Leading Influencer Marketing Platform – NoxInfluencer）

Looking at their viral videos, we can see that almost all of the videos with the highest view counts and engagement revolve around a single core concept: first highlighting a user’s pain point, then offering a “satisfying solution” through the product.

For example, videos for pet water dispensers focus on “ensuring dogs have access to clean water,” air purifier videos highlight “no more cat hair flying everywhere,” and dual-bowl feeders directly address the issue of “multi-cat households fighting over food.”

This content naturally resonates with viewers; the moment users come across it, they can immediately relate it to their own pet-owning struggles, which in turn sparks their interest. This is the core reason why these videos easily surpass one million views.

From a small China-based startup to a global pet products giant, ONEISALL’s decade-long journey into international markets exemplifies the successful Chinese brand strategy of “pain-point orientation, channel-centricity, and marketing as a competitive barrier.”

In today’s increasingly competitive global landscape, ONEISALL’s experience proves that Chinese brands need not fear international giants. By accurately identifying consumer needs, refining exceptional products, and shaping unique brand value, they can carve out a niche in the global market and demonstrate the strength of Chinese brands to the world.