Can you believe that a bundle of garbage bags can sell for $26 and have a huge sales volume?

Everyone has bought garbage bags before. A roll of garbage bags with 40 pieces is common on Tuke in China, where three rolls can be bought for 9.9 yuan. Even the more advanced biodegradable eco-friendly garbage bags usually cost no more than 10 yuan each.

But in North America,HoldOn’s eco-friendly garbage bags can sell for nearly $26 per roll! They are also selling like hotcakes, loved by environmentalists and housewives alike, and HoldOn has thus achieved an annual income of $70 million!

Is the garbage bag market in North America really so scarce? Or does HoldOn, this eco-friendly garbage bag brand, have some kind of magic?

Origin and Product Features

HoldOn was founded in California, USA in 2021 by Sheeva Sairafi and Livio Bisterzo. Both founders are staunch environmentalists.

The reason they founded HoldOn was because after Sheeva had a child, she realized she needed to find a more eco-friendly way to deal with everyday waste, and thus the HoldOn brand was born.

The uniqueness of HoldOn garbage bags lies in their choice of eco-friendly materials. The brand’s garbage bags are made from sustainable materials such as PBAT, PLA, corn starch, and calcium carbonate. These materials not only make the garbage bags strong and durable, but also allow them to start decomposing within weeks and fully decompose within six months, leaving no microplastics behind.

Moreover, these garbage bags have passed TUV-certified home compostability and BPI certification, fully proving their environmental friendliness.

In addition, HoldOn garbage bags are not only eco-friendly, but also beautifully designed and easy to use. Their product line includes compostable kitchen garbage bags, bathroom garbage bags, zipper-sealed sandwich bags, and food bags, with prices ranging from $13 to $26.

Market Positioning and Marketing Strategy

Despite being more expensive than ordinary garbage bags, HoldOn’s products remain very popular. The key to its success lies in precise market positioning and effective marketing strategies. HoldOn not only attracts consumers through its eco-friendly features, but also puts great effort into brand promotion.

On social media,HoldOn actively promotes its brand, especially achieving remarkable results on TikTok. By posting lively, interesting, and educational videos, HoldOn has successfully attracted a large number of likes.

For example, the brand’s content on TikTok often includes product usage demonstrations, environmental education, and user-generated content. These videos not only showcase the advantages of the products, but also enhance consumer trust through real user experiences.

HoldOn also expands its influence on social media by collaborating with environmental influencers and celebrities. These partners share their experiences using HoldOn products on their own TikTok accounts and highlight the eco-friendly advantages. Such collaborations not only increase brand awareness but also drive product sales.

On TikTok, HoldOn also actively utilizes challenges and hashtag features, such as #HoldOnBags and #EcoFriendlyBags. These activities encourage users to share creative videos of themselves using HoldOn products, further increasing brand exposure and user engagement. Through these marketing strategies, HoldOn has not only successfully boosted brand awareness but also cultivated a loyal user base.

On their independent website,HoldOn also attracts consumers through a subscription model, offering discounts and convenience. For example, consumers can choose a monthly subscription service, enjoy a 25% discount and free shipping, and avoid the hassle of frequent shopping. This subscription model not only provides convenience for consumers but also brings HoldOn a stable source of income.

HoldOn has also raised over $1.8 million from 171 investors and won Fast Company’s 2023 Innovation by Design Award in the Materials category. With this financial support, HoldOn is able to continuously develop new products and expand its market.

Environmental Impact and Social Responsibility

HoldOn not only focuses on the eco-friendliness of its products, but is also committed to raising public awareness of sustainability. As a B Corporation, HoldOn excels in governance, employee welfare, community involvement, and environmental protection. These efforts have earned HoldOn a score of 81.3 in the B Corporation assessment, far higher than the average company score of 50.9.

HoldOn’s success is not just a commercial victory, but also a major step forward for environmental protection. The United States uses and discards about 100 billion plastic bags every year, which accumulate in landfills and severely pollute the environment. HoldOn’s biodegradable garbage bags provide a practical solution to this problem.

At the same time, consumer reviews of HoldOn garbage bags are generally positive. Many users say these garbage bags are not only eco-friendly but also very durable. Many praise their excellent quality and environmental friendliness, considering them a product worth promoting.

It can be seen that HoldOn has not only won the market through innovation and eco-friendly products, but also established a good brand image through effective marketing strategies and a sense of social responsibility.

Among these, there are actually many aspects worth learning from for domestic brands Tuke, such as flexible use of social media marketing, focusing on improving brand awareness and positive reviews, etc.

In short, HoldOn’s success story not only demonstrates the huge potential of eco-friendly products, but also provides valuable experience and inspiration for other companies. I hope this case can help domestic brands Tuke and make brand globalization easier.

Finally, I wish everyone success in Tuke!