How Yeti became the most popular outdoor lifestyle brand in the U.S.

Yeti Rambler insulation cup is very popular on Amazon, and firmly holds the number one hot cup ranking. It is made of stainless steel and can keep heat for 8 hours. It is understood that its hot sales history goes back to last year. learned from a recent report from foreign media that last year’s Christmas shopping season, Yeti thermos cup was hard for foreign consumers. For example, Melissa Inman of Dakura, Georgia, USA, in order to buy Yeti thermos, ran a dozen stores, searched the Internet for several hours, and even launched friends and relatives in other states to help find it. I bought this mug in my hand and gave it to my daughter’s teacher as a Christmas gift.

The stainless steel thermos is priced at around $ 40. The producer is a 9-year-old Austin company Yeti Coolers. The company’s best-known product is a $ 400 refrigerator, which claims to keep things inside for several days. Retailers say Yeti mugs are popular with consumers because of their strong heat retention capabilities and their low prices.

Last summer, the demand for Yeti insulation cups began to increase. In order to meet consumer demand, Yeti Coolers began to increase production, but it was not enough. By the year-end shopping season, demand has soared.

During the shopping season last year, US retailer West Marine sold both Yeti mugs online and offline. According to CEO Matt Hyde, all of the online thermos inventory is sold out. Yeti thermos has helped West Marine attract a lot of new consumers. These people came to West Marine to buy this thermos.

Last year’s lack of inventory during the shopping season also caused problems for retailers. Some merchants have opened an online inventory check function to let consumers know which store sells Yeti Cups. Some merchants, such as Bass Pro, do not open this feature. They are worried that the information is wrong because the cups are selling too fast. They are afraid that consumers will come to buy them all the way and find that they are out of stock. Limited inventory supply, so some retailers only supply offline to meet the local market demand of the store.

It is reported that Yeti’s refrigerators have always been popular with fishing and hunting enthusiasts. These people are willing to spend hundreds of dollars to buy a refrigerator to keep their prey fresh. The emergence of Yeti insulation cups allowed the brand to reach a wider range of consumers.

According to industry insiders, this insulation cup has attracted consumers who yearn for outdoor life, and the price is not expensive, and people will often use it. It is very suitable as a gift.

American high-performance cooler and drink maker Yeti has posted a 24-ounce mug on its website. This cup is tall and round, with square handles, plastic lids, and looks no different from any other cup on the market-except for the decoration of the brand name printed on the bottom of the cup. This cup is the Rambler launched by Yeti, which should have been left unattended when it was initially listed on the brand’s website, because it is only a supplement to a product line, and the price of $ 30 is a bit expensive.

Yet Yeti’s loyal customers flocked. When a previous post announced the launch of the 24-ounce Rambler, it was a simple cup, but it quickly gained more than 20,000 likes. What followed was a surge in online orders, with cups shipping so fast that in less than a month, Yeti sold out all the cups (the company declined to disclose specific sales) and had to rush to restock. Its social media accounts are still full of users’ strong demands for restocking.

Yeti Rambler Cup firmly tops the top selling list of multiple cups

Yeti’s commitment to quality has attracted a large number of loyal customers, and Yeti Rambler’s rating has remained above 4.5

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cheap yeti cups

Before Yeti, it was hard to imagine that people would be so enthusiastic about a $ 30 cup, not to mention the $ 300 cooler that the two Texas brothers launched when they founded the company in 2006. Today, with Yeti’s popularity, many customers have become loyal customers of the brand. Of course, the driving force of this obsession comes from the quality of the product. Yeti’s foam-insulated refrigerator is known for being able to refrigerate for several days at a time. It has successfully applied its durability and high-performance insulation to a range of products, including from Drinks to bags, backpacks to dog bowls and more.

Yeti also provided tools for hunters and fishermen in the early days, and those who are not keen on outdoor activities can also find the fun of outdoor activities in Yeti’s products, even for them “outdoor activities” just extend to the backyard barbecue. Today, Yeti is no longer a niche manufacturer of professional outdoor equipment, but has become a fashion lifestyle brand. The inherent “coolness” conveyed by its brand has been supported by a loyal audience.

Matt Reintjes, the company’s CEO, said: “We didn’t originally design products specifically for hunting or fishing, these are just two areas where we really realize the value of product performance. But we found that when people are tired of a product , It loses its value. So we combine durability, design, and high performance, and then package it into a brand-backed product. It’s attractive to people. “

Reintjes took over as CEO in 2015, overseeing Yeti’s transition to a U.S. recognized brand and became a public company with an enviable growth trajectory in October. The company’s stock price has risen more than 60% so far this year due to direct-to-consumer sales and the growth of its retail business. The company will open its first store outside the Austin flagship store this year and is focusing on overseas markets, which currently account for only 4% of its sales.

The company’s core product is a rotating hard plastic cooler with three layers of foam insulation. The largest model is the 82-gallon Tundra 350, which weighs 89 pounds and retails for $ 1,300. However, the durable hard-shell cooler lineup has been expanded to include soft-sided refrigerated bags and rolling coolers, which are more suitable for beaches or backyards than commercial fishing trawlers or hunting camps, which retain Yeti’s quality and cooling and insulation performance .

With its reputation for durability and high performance, Yeti’s sales of handbags, clothing, pet accessories, dry bags and, of course, beverage bags are also increasing. In the first quarter of this year, Yeti sold $ 91 million worth of cups, water bottles, water bottles, wine glasses and, of course, drinking utensils. This was a 20% increase from the same period last year, which was the main driving force for the company’s direct sales to consumers.

It turns out that Yeti is particularly good at establishing direct contact with consumers. The method is simple: let the quality of the product speak for itself. Like other modern retail brands, the company has its own brand ambassador. Unlike most retail brands, its ambassadors are competitive cowboys, grill masters, professional (and amateur) fly-fishers, and a variety of outdoor enthusiasts. Its most famous ambassador is probably John John Florence. This name is very important in the professional surfing world, but it is also limited to surfing.

“It’s a very grassroots marketing approach, not a top-down, nationwide dissemination of information, and a genuine connection with consumers in this way.”

The impact of this marketing model is reflected in many aspects, including phenomena on social media, such as an Instagram account of a clothing brand “SHITI COOLERS”, which has made an interesting imitation of Yeti. The creator of the account created a sticker with “SHITI” written in a block-like font that mimics Yeti’s logo, allowing users to attach these logos to their non-Yeti coolers. This is undoubtedly an attack on the “Yeti culture”, but also a respect for the quality and popularity of Yeti products.

Reintjes said: “These phenomena are recognition of the development of our brand. We hope to one day turn these SHITI fans into Yeti fans.”