With nearly 10 million US dollars in a single month, he created a legend in the top ten global shipments on AliExpress

In 2024, an unfamiliar name appeared in the top 10 list of global projector shipments - Magcubic, on par with well-known brands such as Epson, Xgimi, Xiaomi, and Nut.

Magcubic from Shenzhen has a track record: in 2012, its founder started from scratch on the cross-border e-commerce platform AliExpress, and in 2023, it transformed from a set-top box to a projector brand. In just half a year, it broke into the top 10 in global shipments, achieved daily sales of 20,000 units on the AliExpress platform, and earned nearly 10 million US dollars in a single month . The "Chinese screen" swept across European and American living rooms.

( Magcubic's popular " barrel machine " )

Behind Magcubic's stunning success is the rapid development of the entire Chinese projector industry. On the one hand, the global demand for home entertainment has surged since 2020. According to data from industry organization Luotu Technology, global projector shipments will reach 19.77 million units in 2024, a year-on-year increase of 5.4%. The overseas market growth rate will reach 8.3%, higher than the Chinese and global markets, and has huge potential; on the other hand, China's rapid technological development , supply chain cost advantages , and the rise of cross-border e-commerce such as the "Four Little Dragons Going Overseas" have achieved "global demand , Chinese delivery " . In 2023, China's global share of LCD optical machines will reach 80%, directly controlling the industry's pricing power, and this proportion will continue to increase in 2024 .

Magcubic brand founder Chen Yueyun is a cross-border veteran who has been following AliExpress since 2012. They originally sold set-top boxes on AliExpress. But in Shenzhen, one of China's most prosperous consumer electronics industry belts, he quickly smelled the business opportunity of projectors.

At the end of 2023, Chen Yueyun launched Magcubic, a portable home projector brand, and pioneered the ultra-short-throw technology for LCD projection , which completely solved the high requirements of LCD projection on projection distance and space, and can project large screens of more than 100 inches in a small space . In addition, relying on the low overall cost of LCD display technology, but not inferior to the clarity of mainstream DLP display technology in Europe and the United States, Magcubic quickly lowered the price of projector products that were originally "luxury goods" overseas.

A new consumer electronics brand that combines innovative technology with affordable prices, coupled with the most suitable soil for Chinese brands to go overseas, a chemical reaction is imminent.

On November 11, 2023, Magcubic launched the " barrel machine " HY300, which was a big hit in the future, and sold 10,000 orders on the first day of sale. The sales exceeded one million US dollars that month, and 100,000 new products in the warehouse were sold out . In the 618 promotion in 2024, with the support of AliExpress 's " 10 billion subsidies for brands going overseas" , Magcubic's sales exceeded 6 million US dollars . According to Luotu Technology data, in just half a year, Magcubic ranked among the top 10 in the global projector market shipments in the first half of 2024 , and its star product " barrel machine " also triggered imitations in the industry .

"AliExpress is our most important overseas platform. Our decision to transform from set-top boxes to projectors, as well as the current pace of product release, were all discussed with our store assistants," said Chen Yueyun. "The platform has given us a lot of market insights and suggestions, and the 10 billion yuan subsidy launched last year is very consistent with emerging brands like us."

(AliExpress: the preferred platform for overseas consumer electronics)

In fact, in 2023, Chen Yueyun was just a white-label boss who worked diligently to study technology. He never imagined that in just half a year, AliExpress would fulfill his dream of becoming one of the "top ten global brands. "

As the first choice for Chinese brands to go global , AliExpress has launched a number of innovative measures in recent years . The "overseas trusteeship" model allows merchants who originally stocked overseas warehouses to add new sales channels at zero cost, which is a perfect match for "heavy and expensive" special products such as projectors and batteries . The "10 billion subsidies for brands going global" plan provides brands with full-link support from store opening to sales and brand building through real money subsidies and customized marketing strategies. These measures have greatly lowered the threshold for brands to go global and improved their international competitiveness.

According to the person in charge of the consumer electronics industry at AliExpress , in 2024, the sales of AliExpress projectors will increase by more than 100% year-on-year, and in many European and American countries, the sales will increase by more than 200% year-on-year. Mid-to-high-end products such as ultra-short-throw, 4K high-definition, and smart voice will account for nearly half, pushing Chinese smart manufacturing to the upper reaches of the value chain. It is reported that the success of Magcubic has attracted more and more high-end projector brands to extend olive branches to AliExpress, and many leading projector brands are already negotiating official entry.

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