Crazy harvest of foreigners, another single product sold over 120,000 pieces!

Chinese brands going global are selling like hot cakes overseas.   

Mixue Ice City has opened stores in the streets and alleys of Indonesia, TECNO, a mobile phone brand under Transsion, dominates Africa, and MG Motors has won the title of "China's Single Brand Overseas Sales Champion" for three consecutive years...

At present, the wave of Chinese enterprises going overseas is unstoppable. “Going overseas” has become a must-answer question for countless Chinese enterprises. Whether it is the popular European and American markets or the closely followed Southeast Asia, more and more regions are seeing Chinese brands competing.

MINISO's headphones are popular overseas

While many Chinese companies are still competing in the arena, MINISO has had its products top the best-selling list many times, leading its peers. It has to be said that MINISO's research and development capabilities are almost catching up with Huaqiangbei.

Recently, a pair of headphones under MINISO has been very popular, frequently appearing on TikTok's US hot list, and its sales have remained high. According to FastMoss data, MINISO's X15 Pro headphones have sold more than 120,000 units in the past three months, with a total GMV of more than 1.35 million US dollars.

The reason why this product has become so popular is that it has captured the hearts of consumers. Not only is it small and beautiful, it is also comfortable to wear and has strong waterproof and long battery life. However, this is not the most important thing. What makes the X15 Pro so popular is its real-time translation function.

There is a great demand for real-time translation headphones in many scenarios. This headset can recognize and translate languages ​​after being worn, which is very suitable for communication between people who speak different languages. Compared with translation headphones that cost hundreds of dollars, this product with a price of $19.99 has naturally become a favorite of consumers.

But this is not the first time that MINISO's translation headphones have become popular.

As early as last year's Black Friday, MINISO used three translation headphones to dominate the TikTok US market and achieved peak sales. In the first week of December, MINISO's three headphones X15 Pro, X28 OWS, and X30 OWS ranked at the top of the TikTok sales list in the US with sales of 170,400, 116,100, and 69,100 respectively.

During this crucial week, MINISO connected with 1,201 mobile phone and digital experts, and the number of live broadcasts reached nearly 2,000. Driven by short videos and live broadcasts, MINISO successfully captured traffic and conversions, achieving a GMV of nearly 4 million.

However, it has been less than a year since they went online. Such a big achievement in a short period of time also highlights the market of translation headphones. Previously, a seller shared that "one of my Bluetooth headset customers had sales of about 2 million yuan per month on TikTok. After connecting to the AI ​​assistant and translation function, the monthly sales jumped to 8 million yuan."

Translation function becomes the "fuse" for the explosive sales of headphones

"We thought that all Americans spoke English, but later we found that there were a large number of non-English speaking people in the United States who needed translation functions," and this became an important "fuse" for the explosive sales of translation headphones.

A translation headset from MINISO sold more than 2 million US dollars in 30 days; a translation headset priced at 30 US dollars was on the best-selling list in one month, with sales of 1.8 million US dollars; PAXA OpenAir 5 OWS translation wireless Bluetooth headset sold 153,300 units in more than two months after being on the shelves... Unsurprisingly, the translation headsets sold out.

Comparing these headphone brands, it is not difficult to find that they all have some similarities. In their marketing strategies, they mainly focus on showing the affordable price and real-time translation function of the headphones, and stimulate consumers' desire to buy through the core selling points of extremely high cost performance and practicality.

As we all know, headphones with more powerful AI functions and better experience are generally priced in the range of one to two thousand yuan, but their sales are not obvious. This kind of low-priced translation headphones just make up for this shortcoming and also confirm consumers' demand for trying AI functions.

"In the future, AI functions will become the most important growth point for headphones," has become a consensus reached by many industry insiders. Instead of arguing about the feasibility of AI hardware, they are putting it into practice, pushing cost-effective translation headphones overseas, and thus harvesting the global market.

Moreover, this year many headphone brands have placed their bets on AI functions. Whether it is the currently popular DeepSeek, or the previously popular ChatGPT and Doubao, many users are actively using these functions, which also shows that everyone's demand for AI is real.

In terms of marketing channels, major translation headset companies mostly adopt a two-pronged strategy of short videos and live broadcasts to give full play to multi-form content marketing and achieve effective brand growth and sales conversion. The communication barriers caused by the diverse population in the United States have also been successfully alleviated by translation headsets.

Data shows that the global market size of smart language translation headsets will be approximately US$21.42 billion in 2023 and is expected to reach US$29.69 billion in 2030. Against this backdrop, the shopping boom for translation headsets may continue for quite some time.

Chinese brands compete in overseas markets

When "going overseas is not an option, but a must", many Chinese companies naturally choose to go overseas after gaining a foothold in China. Upon further investigation, it is not difficult to find that in addition to the foreign brand MINISO, there are many Chinese brands that make money overseas.

Take Chinese cosmetics brands as an example. After the leading Chinese cosmetics brands such as Huaxizi and Perfect Diary went overseas, new brands such as Huazhixiao and Kelaqi are also seizing the overseas market. At present, many Chinese brands have successfully stood shoulder to shoulder with Korean and Japanese cosmetics and occupied a place on the global stage.

Initially, they chose to go to Southeast Asia collectively, and after completing market accumulation through Shopee and TikTok stores, they successively won the first place in multiple category rankings. Later, they extended their tentacles to Japan. Take Perfect Diary as an example. Its twelve-color animal eyeshadow ranked first in the sales rankings of Amazon and Rakuten in Japan during Black Friday in 2023. It is not difficult to see that domestic cosmetics brands have already gained a certain reputation in the overseas market.

For example, domestic brands in the home appliance category, such as Haier, Hisense, and Midea, have already built their own industrial chain ecosystems overseas and have successfully occupied half of the home appliance category rankings. Their successors, such as Ecovacs, Roborock, and Tineco, a new generation of Chinese cleaning appliance brands, have also successfully emerged overseas with new home concepts.

Chinese domestic brands that went overseas early have successfully established a foothold overseas, while emerging brands are looking for niche tracks and emerging concepts to impact consumers' minds. Behind the brand's overseas expansion is also the "strike" of quality and cost-effectiveness. In the future, there will be more Chinese brands that will reshape the category structure.

MINISO

Domestic brands go overseas

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