Selling out as soon as it goes overseas! Another DJI series is popular

In the European and American markets, outdoor activities such as outdoor barbecue, outdoor camping, and outdoor sports are becoming more and more popular, which has also made the demand for a number of sub-categories more stable. With the blessing of this wave of dividends, many brands have successfully made their own way.

DJI-related startups , products sell out as soon as they are launched overseas

ASMOKE from Shenzhen targeted the outdoor grill market and tested the waters overseas through crowdfunding of pellet electric grills, raising US$1.42 million. While achieving high sales in a short period of time, it also successfully gained popularity overseas, conquered countless European and American consumers, and won multiple rounds of financing.

What is the background of such a brand? How did it stand out from the crowd?

One thing they have in common with their predecessors such as Zhenghao Innovation, which is engaged in energy storage, and 3D printing Tuozhu Technology, is that their founders have all worked at DJI and are now shining in their respective fields, which is what insiders call the "DJI system."

What is different is that the founder Vince chose to start his own business after leaving DJI in 2021, but he did not choose the track that his predecessors had been deeply involved in, but started making outdoor barbecue ovens.

Everyone is well aware of how much Americans love outdoor activities, and this is especially true for outdoor barbecues, which have almost become a national sport.

Statistics show that more than 80% of Americans hold outdoor barbecues almost every week in the summer. As a result, the sales volume of outdoor grills in the United States can reach 20 million units per year, and many local sellers are deeply engaged in this category.

ASMOKE is also aware of this, so it chose a more niche category, the smart pellet oven, to delve deeper into.

Compared with traditional ovens, smart pellet ovens only entered the market in 2015, which is not too early, but fortunately, the market share is growing rapidly. The market size of fruit wood pellet ovens, which ASMOKE focuses on , has grown significantly in just 8 years, from US$500 million to US$2 billion, and the room for growth is imaginable.

Moreover, this pellet grill has made great improvements in low-temperature smoking, time control, taste, and cooking modes, giving consumers more interaction and enjoyment when grilling, and has been praised by many people.

It was in this situation that ASMOKE's first crowdfunding trial overseas received a great response. In April 2024, ASMOKE once again launched crowdfunding for its new smart pellet grill Essential, raising $230,000 on the first day.

In order to adapt to different scenarios, ASMOKE has also designed a variety of accessories for camping, RV and other scenarios, which are compatible with related products to meet the personalized needs in different scenarios.

As a sales channel provider, ASMOKE has launched multiple sales channels such as independent websites and Amazon. On Amazon, some products have entered the top 30 of the category BS. It is understood that Asmoke is positioned in the mid-to-high-end market, and its product prices are mostly between US$300-800.

In addition to barbecue grills, the company also sells fruit wood pellets, barbecue tables, Bluetooth probes, barbecue tools and other related products. It does not rule out the possibility of entering the outdoor kitchen, pizza oven and other fields in the future.

In fact, ASMOKE 's prospects are also optimistic about many investors. As early as November 2023, ASMOKE won angel round financing from Brizan Ventures and Virtu International Limited; in June 2024, Guangyuan Investment completed its A round of financing.

Moreover, the global barbecue grill market is still growing. As early as 2023 , the market sales reached US$4.986 billion, and it is expected to reach US$6.239 billion in 2030, with a compound annual growth rate of 3.3%.

Europeans and Americans’ love for outdoor activities is obvious, and what has made this love popular is not only ASMOKE , but also Rumpl, which makes sleeping mats .

Outdoor brand succeeds! Sales of 4 million US dollars a year

I believe that sellers who love outdoor activities know that sleeping pads are one of the indispensable camping equipment. Europe and the United States, as the world's largest camping markets, have driven the rapid growth of the global outdoor sports market.

Data shows that the global outdoor sports market revenue reached US$77 billion last year alone and is expected to reach US$109 billion in 2027.

The huge market has spawned more segmented demands, and many outdoor brands have stood out. Many cross-border sellers in China alone have focused on related products, such as Zhejiang Zhengte's awnings and parasols, Mobi's fire pots, Flextail's outdoor air pumps, mosquito repellent lamps , etc.

Rumpl, as one of the outdoor sports brands, was founded in 2014. It mainly produces blankets, towels, raincoats and pillows. However, the design styles of pillows and towels are mostly matched with sleeping bags and blankets.

Different from conventional outdoor products, Rumpl's products have multiple functions such as waterproof and warmth keeping. The appearance design is bold in color and incorporates the colors of local natural landscapes, such as the Rocky Mountains. Therefore, they are loved by a large number of consumers.

"I want to create the world's most versatile blanket, one that can be used for both adventures and everyday use," said Rumpl's founders. In the early days of its product launch, Rumpl also tried crowdfunding platforms, and eventually closed with more than $200,000, successfully accumulating its first batch of users.

After further investigation, we can find that in order to better meet the needs of users, Rumpl has been deeply engaged in the vertical track of camping blankets.

To this end, three series of products have been specially designed, such as the Original series suitable for outdoor use, durable and waterproof; the NanoLoft series suitable for light hiking, combining lightness and warmth; the Down series suitable for cold environments, using high-quality down as the main focus for warmth.

Today, Rumpl has become the leader in the outdoor blanket market with his small blanket, and his net worth has exceeded 15 million US dollars.

Similarweb data shows that Rumpl's independent website has 350,000 monthly visits , and its natural traffic is stable at 65,000 per month, which also reflects the attractiveness of its products. Compared with its peers, Rumpl 's marketing, in addition to conventional KOL evaluation, will also emphasize brand design and scenarios.

Designs like the Ocean Fade, a rich mix of dark and bright blues, easily evoke the depths of the ocean, and some may even go searching for some popular landscapes.

It is not difficult to see from the above two brands that driven by people's pursuit of a healthy lifestyle and product diversification, the outdoor sports market has grown significantly, especially in developed countries in Europe and the United States. According to Kampgrounds of America data, more than 50 million American families will participate in camping activities in 2022.

In addition, the growth of outdoor sports such as running and cycling is also particularly significant. Although many well-known international brands dominate this track, many Chinese brands are also breaking through in the sub-tracks.

The outdoor best-seller Mudia achieved a revenue of 1.456 billion yuan in 2023 with its camping tents and other products; while Yayi Technology successfully went public with its outdoor fire pots; Flextail specializes in outdoor electrical appliances, such as air pumps, mosquito repellent lamps, air cushions, etc., and has entered the million-level brand.

In the future, as the outdoor sports market continues to grow, I believe that more sellers in different segments will successfully gain a foothold overseas.    

ASMOKE

Outdoor Ovens