Phone cases are becoming a unique accessory that young people frequently change. Following the popularity of blind boxes and new-style tea drinks, young people’s increasingly sophisticated aesthetic and expressive needs have turned this small accessory into a huge business opportunity. According to NPD。

Group data, over 75% of smartphone users use phone cases, and over 25% purchase two or more cases. Data from the China Academy of Information and Communications Technology shows that in 2021 alone, the total shipment volume of the domestic smartphone market reached 351 million units.

　　Existing users “stockpiling” phone cases

At 11 p.m., white-collar worker Ms. Fu spent over an hour carefully selecting a phone case before finally placing an order. This was her third phone case purchase in six months. “More and more of my friends are changing their phone cases based on the season, their mood, or important holidays. Some girls even buy phone cases by the box,” she said.

Crane game phone cases, Boston lobster phone cases, accordion phone cases, custom avatar phone cases, gold chain phone cases… On Bilibili, the video “Can You Believe These Are Phone Cases?” sparked extensive discussion, with many netizens asking for purchase links. “Changing phone cases now is like changing your QQ status back in the day—it reflects your current attitude toward life,” said college student Xiao Lei. “From consumer data, over 50% of phone case buyers are repeat customers, with active buyers purchasing an average of nearly 50 phone cases each, and a repurchase rate exceeding 200%,” said a representative from Taotie. Phone cases have become one of the least noticeable yet most vibrant categories on Taotie.

In 2021, Taotuo’s phone case sales volume grew by 242% year-over-year, with consumers engaging in “bulk purchasing” of phone cases becoming a new consumption phenomenon. Many brands have adopted a high-end strategy to add more value to phone cases. A review by journalists found that phone cases priced between 20 and 40 yuan are the most popular, but there are also cases priced between 300 and 700 yuan.

A representative from the trendy brand PITAKA stated that currently, the most popular products in their Tmall store are those made from new composite materials such as aramid fiber and carbon fiber. The best-selling magnetic aramid fiber phone case has a retail price of 389 yuan and sells over 500 units per month.

Diverse personalized customization to avoid “clashing cases”

“Compared to clashing outfits, clashing phone cases is even more embarrassing.” Xiao Lei noted that more people are opting for customized phone cases over mass-produced ones. On major e-commerce platforms, numerous customization merchants are active. After communicating with online customer service about the specific phone model and desired customization images, the customer service team can generate a phone case design within a short time for consumers to confirm and place an order. Some merchants also offer DIY mini-programs after consumers select their phone model and case material, allowing them to freely upload images and unleash their creativity.

Take a store with monthly sales exceeding 7,000 orders as an example. Consumers can choose from 14 types of phone case materials, including glow-in-the-dark glass and black matte soft cases, priced between 18.8 yuan and 38 yuan. Consumers can select images, background colors, sticker templates, etc., on the mini-program, with AI-powered automatic image cropping tools available as assistance.

The phone case brand CASETiFY offers both brand-original designs and user-customized options. On its official website, phone cases can not only print photos and names but also customize materials and weights, allowing consumers to view previews while selecting options. The products are sold to over 180 countries and regions, with annual phone case sales exceeding 3 million units.

However, the reporter noted that one of the brand’s personalized leather wristband phone cases is priced at 135 USD (approximately RMB 870). “It’s also difficult to gauge consumer preferences and trends, which has led some merchants pursuing lean operations to opt for selling customized phone cases.” Mr. Xu, a merchant from Shenzhen Huaqiangbei, stated that hiring designers to create phone case designs for an online store is costly, and sales are uncertain, so it’s better to give consumers the choice. “Customization based on provided images—where buyers supply the images and sellers process them—at least ensures reduced inventory.”

　　Building a leading brand still requires effort

Journalists noted that the phone case market, with its massive capacity and abundant opportunities, not only attracts countless small merchants but is also highly valued by major smartphone manufacturers. Meizu’s “Black Unicorn” magnetic phone case is priced at 129 yuan, Apple’s liquid silicone phone case at 329 yuan, and Huawei P30
Pro limited edition set, which includes a star-studded phone case, is priced at 400 yuan higher. Jiemete Company, China’s “first listed phone case company,” achieved revenue of 715 million yuan in 2021 thanks to Huawei’s own-brand accessory certification authorization. Investment institutions have also taken notice. In June 2021, CASETiFY secured