Shenzhen Power! More than 10 brands have gained fans overseas and their layout in the market has been exposed

Not long ago, the Shenzhen Municipal Bureau of Commerce announced the proposed reward projects for the central funds (market development support for cross-border e-commerce enterprises) in 2024. This time, 23 independent sites of 16 Shenzhen cross-border e-commerce companies were included in the reward list, and each independent site can receive a reward of 1 million yuan. These award-winning independent sites are all well-known Chinese overseas brands, covering beauty and skin care, portable energy storage, smart home and other fields. This article will introduce some brands in detail and provide reference examples for practitioners in the cross-border e-commerce industry. (The full list will be attached at the end of the article)

Amirobeauty

It is not difficult to guess from the brand name that this is a brand that has been deeply involved in the beauty industry. Founded in 2016, Amiro is a leading brand of optoelectronic beauty equipment in China. Its products include radio frequency beauty equipment, light therapy masks, hair removal equipment, smart makeup mirrors, etc.

In 2022, the wave of going overseas has been surging, and many companies and brands have set sail to try to open up new horizons in the vast international market. In the same year, Amiro resolutely joined in. Although it entered the market relatively late, relying on the experience accumulated in the domestic market, its expansion speed in the overseas market is quite impressive. Its global e-commerce director Dyson revealed at the end of 2023 that Amiro's annual sales overseas have reached RMB 150 million.

Similar to the strategies of most overseas brands, Amiro also focuses on the European and American markets with high consumption power. At present, its overseas market layout is mainly concentrated in English-speaking countries such as the United States, the United Kingdom, Canada, Australia, and New Zealand, and among these markets, North America accounts for more than 60% of its market share.

Dyson mentioned in an interview with other media that Amiro has built three core marketing closed loops. The first is TikTok's grass-roots plus advertising. The second is the Google ecosystem, which mainly uses press and influencers to plant grass, and then directs traffic to independent sites through Google. The third is Facebook, using social media grass-roots plus Meta tools for harvesting.

In addition to the diverse marketing methods, Amiro also spares no effort in exploring marketing methods. Relevant news shows that the brand is good at planning and carrying out large-scale marketing activities with emotional orientation to enhance the emotional connection between the brand and users. For example, Amiro’s official website has set up a special area called “beauty without barrier”, where consumers can see the experience of using Amiro related products, life insights or personal stories posted by disabled users on social media.

Pecron

When it comes to outdoor portable power brands, Jackery and Anker may be the first brands that come to mind for cross-border sellers . But in fact, Pecron is also a star in this field that cannot be underestimated. Its products are widely used in environmental protection, fire protection, emergency, electricity, medical treatment, outdoor, home energy storage and other fields, and are sold well in many countries and regions on six continents around the world, such as China, the United States, Japan, Germany, France, Canada, etc. It is the world's leading brand of kilowatt-class outdoor power supplies.

Similarweb data shows that in November this year, Pecron's independent website received more than 60,000 visits worldwide, with the top three popular searches being the United States (70.86%), Romania (16.12%), and Vietnam (3.58%). Although the traffic is not very large, direct traffic and natural searches account for more than 60% of all traffic sources, indicating that overseas consumers have a certain degree of awareness of the Pecron brand and are interested in exploring it on their own.

In addition, the traffic contribution of social media also exceeded 19%, ranking third among all traffic source channels. This shows that Pecron also has a strong influence and communication power on social media. It is understood that Pecron has made extensive layouts in various mainstream social media, including Instagram , Facebook , X (formerly Twitter), YouTube, TikTok, etc., and has established official accounts.

In addition to its own website, Pecron has also set up shop on third-party platforms such as Amazon. In the official flagship store on the Amazon platform, Pecron's portable chargers, solar panels and other products are all sold. However, the brand is not seen in the BSR list of related categories.

Jackery

Jackery, as a brand of portable energy storage products under the listed company Huabao New Energy, is well-known in the cross-border circle. Last year, Huabao New Energy's portable energy storage product revenue was 1.888 billion yuan (including domestic).

The United States and Japan are Jackery's two major overseas markets. The financial report shows that in the first three quarters of 2024, Huabao New Energy achieved a year-on-year growth of 41.12% in operating income in the US market, and achieved a high growth of 72.69% in the Japanese market.

Its brand independent website has huge traffic. According to similarweb data, in November this year, Jackery's independent website received 1.97 million visits worldwide, of which the main market, the United States, contributed 70% of the traffic, followed by the United Kingdom (5.62%) and Germany (5.54%). In addition, countries such as Canada and Australia also have a large number of consumers paying attention to the brand.

Over the years, Jackery has been continuously publishing content on mainstream social platforms such as Instagram, Facebook, TikTok, etc. to build brand image and reserve private domain traffic.

Jackery has won numerous international awards and recommendations from authoritative media and institutions. For example, it was praised by Forbes as the "Apple" of the portable energy storage industry, and also won Amazon's "Most Valuable Brand of the Year" award in 2024.

SHARGE

SHARGE is also an energy storage brand. Compared with Jackery and Pecron, although it entered the market later (2020), its development speed is very rapid. It is even hailed as the "next Anker".

At the beginning of last year, the brand accelerated its rise. Google Trends shows that in the four years since SHARGE was launched, the global search popularity was relatively flat in the first two years, but from February 2023, the search popularity rose sharply, and this upward trend continues to extend strongly.

As the brand's popularity grows, overseas consumers flock to the independent site to shop. Similarweb data shows that in November this year, the global visits to SHARGE's independent site exceeded 360,000, of which natural search and direct visit traffic accounted for more than 75%, and consumers have a high degree of brand loyalty and trust.

Social media has played a significant role in brand promotion. Although SHARGE has not published many works on these platforms, it has made precise layouts based on the user characteristics of each platform.

On TikTok, SHARGE has nearly 40,000 fans and uses creative short videos to showcase the technological highlights of its products, attracting young consumers. On YouTube, it uses professional review videos from technology KOLs to accurately target technology enthusiasts and enhance the brand's professionalism and credibility. On Facebook, it has an interactive community of 100,000 fans and enhances user stickiness and emotional connections through activities such as releasing new product previews.

In addition to its own website, SHARGE also performs well on Amazon. After only two years of being online, it has become the number one power brand in the $200 price range.

Tenways

In recent years , the E-bike overseas market has become increasingly popular, and Tenways is a well-known brand in this market. It was born in 2021 and is mainly aimed at the European and American markets. Its brand positioning is to solve urban commuting problems.

Although Tenways is a new force in the E-bike market, its strength and potential should not be underestimated. On the one hand, it is backed by the Trinidad Group, which has more than 30 years of experience in the bicycle field and has solid technical and resource support; on the other hand, it has received five rounds of financing in just three years, and is very popular in the capital market.

Similarweb data shows that in November this year, the total number of global visits to Tenways' independent website was nearly 220,000, which fully demonstrates its strong brand influence and market potential. From a product perspective, Tenways does not launch many products (only 7 products), but they are deeply loved and sought after by consumers. Last year, its performance achieved a substantial increase, with an increase of more than 300%.

In recent years, Tenways has greatly enhanced its brand awareness and reputation and further promoted product sales through active marketing activities, such as cooperating with Bundesliga giants Dortmund and signing the world's top fitness influencer Pamela as brand ambassador.

Doogee

Doogee is a brand that mainly engages in the research and development, production and sales of smartphones and related smart devices. Its products focus on meeting the diverse needs of users in terms of functional configuration, such as large-capacity batteries, high-definition screens, and multi-camera configurations, in order to provide a better user experience.

Not long ago, the China Business News and Yishi Technology jointly released the "Top 100 Chinese Cross-border E-commerce Brand Influence List" for the third quarter of 2024. Doogee not only made the list, but also ranked 35th.

In general, Doogee has established a good user base in developing countries and emerging markets, and its products are popular among consumers for their high cost-performance ratio. In the process of expanding overseas markets, Doogee has established close cooperative relationships with well-known e-commerce platforms and retailers such as Amazon, AliExpress, Allegro , Lazada, and OTTO, which has effectively enhanced the brand's influence in the local market and expanded its market share.

At the same time, Doogee has also entered the world's mainstream social media platforms such as Facebook, Twitter, YouTube, and TikTok. By publishing product information, tutorials, user cases and other content, it has attracted a large number of fans and effectively improved brand awareness. The Facebook account alone has 1.53 million fans.

For this reason, the traffic of Doogee's independent website (Doogee.com) is not too large. According to data from SimilarWeb, in November this year, the global visits to its independent website were nearly 38,000. However, among all traffic source channels, natural search accounted for 44.79%, ranking first among all traffic sources. This is relatively rare in independent websites. This shows that it has achieved remarkable results in natural brand communication.

SwitchBot

In the vast world of smart home, SwitchBot is rising rapidly and has become the focus of many consumers. Its products cover multiple key areas, including smart sockets, curtain robots, smart remote controls, smart door locks, etc., forming a relatively complete smart home ecosystem.

In terms of target market selection, SwitchBot did not take root in the European and American markets like most overseas brands, but instead focused its market expansion on Japan, embarking on a differentiated development path.

Similarweb data shows that in November this year, SwitchBot's Japanese independent website received more than 630,000 visits. Compared with other brands in this article, this data is obviously larger than the global traffic of many independent websites combined.

In terms of traffic composition, natural search and direct visits account for more than 89%, and in natural search, brand search terms are dominant, accounting for 73%, which highlights the awareness and loyalty of Japanese consumers to the SwitchBot brand. Not only that, such a traffic structure is also healthy for a brand independent website.

According to a survey by Home Appliances Biz, SwitchBot's sales in Japan have exceeded 3 million units. In addition, its sales performance in the four categories of "smart sockets", "curtains", "smart remote controls" and "smart door locks" was outstanding, and it won the first place in all of them.

GOTRAX

Under the concept of green environmental protection, the electric vehicle market has been very lively in recent years. Many overseas brands have emerged in this field, such as Aventon, Urtopia, Tenways, etc. Even DJI, the dominant player in the field of drones, has come to participate. GOTRAX is also an electric travel product brand, mainly selling electric motorcycles, electric bicycles, electric scooters and balance bikes.

At present, the brand has not only successfully entered major offline chain supermarkets, but also opened up online sales channels, and has business releases on third-party platforms such as Amazon and independent websites. Similarweb data shows that in November this year, the global visits to the GOTRAX independent website exceeded 270,000. In 2023, the sales performance of the GOTRAX independent website was strong, with sales exceeding the 100 million yuan mark, an increase of more than 50% year-on-year.

GOTRAX has keenly realized the key influence of social media in the process of brand building, and has set up official accounts on popular platforms such as YouTube and TikTok to start brand social communication . Although the fan base of accounts on various platforms is not huge at this stage, the content they output accurately hits the preferences of users, triggering enthusiastic responses and active interactions.

Taking the YouTube account as an example, the account has less than 8,000 followers and has posted only 228 videos. However, the total number of views of the videos has reached more than 5.3 million, which fully demonstrates the appeal and influence of its content.

Govee

As a smart home brand, Govee has a wide range of products, including smart lamps, smart appliances, smart sensors, controllers, etc. In its development history, it has a close relationship with Anker Innovations, a well-known cross-border brand .

Govee's founder Wu Wenlong was once a co-founder of Anker Innovations, and as of now , Anker Innovations still holds 1.2573% of the shares of Govee's company. This relationship has, to a certain extent, added unique background and opportunities to Govee's development.

Since its launch in 2017, the brand's performance has been soaring, with sales exceeding US$200 million (over RMB 1.4 billion) in 2020 and setting a new record in 2023 with sales exceeding RMB 3 billion.

Govee's sales channels mainly include well-known e-commerce platforms such as Amazon and eBay, as well as its brand independent website. According to similarweb statistics, in November this year, the global visits to Govee's independent website exceeded 4 million times.

In terms of the geographical distribution of visits, North America accounts for a high proportion, with the United States accounting for 52.39% and Canada accounting for 11.93%. In addition, Europe also has a certain share, and countries with high e-commerce penetration rates such as Germany, the United Kingdom, and France are all popular destinations for visits.

Anycubic

Anycubic is a brand that focuses on the research, development, production and sales of 3D printing equipment and related consumables. In people's perception, 3D printers are not a product that can be bought by ordinary people. The emergence of brands such as Anycubic allows ordinary consumers to use such cutting-edge products.

It is understood that Anycubic 3D printer products cover a variety of types and specifications, suitable for different user groups and application scenarios. Whether it is individual enthusiasts, creative studios or educational institutions, they can find suitable models.

Anycubic has shown strong development momentum in the field of 3D printing. As early as 2020, its 3D printer shipments exceeded 500,000 units. By 2022, the brand's revenue exceeded 1.3 billion yuan, achieving significant growth. At present, Anycubic is actively expanding its overseas territory. Its products are popular in overseas markets, with an export ratio of more than 90%, and it has become a force that cannot be ignored in the international 3D printing market.

Anycubic's main sales channels are Amazon and independent websites, which account for 55% of its total revenue. According to similarweb statistics, in November this year, the global visits to Anycubic's independent website exceeded 1.35 million times, with the main sources of traffic coming from Germany (23.96%) and the United States (20.43%). In addition, France, Canada and Russia also account for a certain proportion, and the three together account for nearly 12%.

Suncentauto

Suncentauto is a brand of auto parts and auto supplies. Its products include auto filters, spark plugs, brake pads, wipers and other commonly used auto parts, as well as auto interior supplies, cleaning supplies, etc.

According to statistics from Similarweb, in November this year, the global visits to Suncentauto's independent website were about 35,000, and all traffic came from the U.S. market. On the one hand, this traffic is due to the reputation and popularity accumulated through long-term brand promotion, and on the other hand, it is also the result of careful management on social media platforms. At the same time, it is also inseparable from the direct effect of real money investment in advertising.

From the specific situation of traffic composition, paid search accounts for a high proportion, reaching 31.87%, which is the highest among the more than ten independent websites listed in this article. This fully reflects that paid means such as advertising have played an important role in attracting traffic, attracting a large number of potential customers from the US market for the independent website, and helping the brand expand its local market and enhance its influence.

Sealight

Sealight is a brand of automotive lighting products, and its products include automotive LED headlights, fog lights, brake lights, etc. Sealight and Suncentauto belong to the same company - Sangzhen Auto Parts.

The company is committed to building a global brand in the automotive aftermarket, focusing on the design, development and sales of automotive lighting, accessories and other products. Its sales channels cover online and offline platforms at home and abroad, such as Amazon, eBay and JD.com. The average business growth rate in the past two years has exceeded 25%.

However, compared with Suncentauto, Sealight 's independent website performed much better. According to similarweb data, in November this year, Suncentauto's independent website received more than 340,000 visits worldwide, of which more than 84% of the traffic came from the United States, and the rest came from countries such as Canada, India, the United Kingdom and the Philippines.

The United States is the largest export market for China's lighting products. According to the latest data from the China Association of Lighting Appliances, in the first 11 months of 2024, China's lighting product exports to the United States have reached nearly US$12 billion. This is exactly in line with Sealight's market layout.

In terms of social media, Sealight has also made extensive layout, and currently accounts on platforms such as TikTok, Facebook, and YouTube have published a lot of works.

Shenzhen's overseas brands