A young man born in the 1980s started a business and his revenue exceeded one million US dollars in half a year!

The small home appliance market continues to produce dark horses that sell well.

According to the data from the General Administration of Customs, in the first seven months of this year, China's exports of home appliances totaled 409.19 billion yuan, an increase of 18.1% year-on-year. In fact, such positive growth has started since March last year, and China's home appliance exports have achieved 17 consecutive months of growth.

Home appliance exports are soaring, and overseas markets have made great contributions as growth poles. Especially in Europe and North America, there is a very high demand for small home appliances such as cleaning, kitchen appliances, and heating. Statista predicts that the global small home appliance market will reach US$243 billion this year and US$305 billion in 2028.

Under the market characteristics of large track and small category, there are many big sellers that break through the siege overseas. Not only the annual sales volume continues to grow, but also it has become the leader in the category.

A young man born in the 1980s in Suzhou started a business and created a small household appliance that sold well

When talking about Suzhou, many people first think of the industrial belt dominated by small household appliances, machinery, textiles and clothing, etc., and under small household appliances, Suzhou has also spawned many big sellers, such as the smart floor scrubber brand Tineco, the oscilloscope brand Puyuan Jingdian, and the protective product brand Xiyu, which are all well-known brands on Amazon.

The small appliance giant Suzhou Ruijin Information Technology Co., Ltd. (hereinafter referred to as "Ruijin") mentioned below is also one of the big sellers born in Suzhou.

In 2019, Xu Xinfeng, a young man born in the 1980s who had worked hard in Suzhou for many years, founded Ruijin in Suzhou and entered the cross-border circle with the help of kitchen appliances and household products. Through in-depth market research and research on product quality, Xu Xinfeng created a series of products that are deeply loved by European and American consumers, and successfully carved out a path in the small kitchen appliance market.

The slow cooker series of products under its brand KOOC achieved remarkable success as soon as they were launched. In less than half a year, its sales reached one million US dollars, and in the second year it reached ten million US dollars.

Different from conventional kitchen appliances, Ruijin's slow cooker breaks the traditional concept of black, white and gray, and is the first among its peers to launch a pink series of products, attracting the attention of many young people.

Searching for "KOOC" on Amazon , you can find that its product prices range from US$14.99 to US$89.99. The product's sales in the past month have been mostly over 500, or even over 800, and the number of reviews is relatively high.

In 2021, Europe and the United States ushered in an extremely cold winter and the prices of natural gas and other commodities continued to rise. Xu Xinfeng also saw the potential of electric heating products and launched the brand WOOMER, with a variety of products covering various novel colors. At the end of the year, the brand successfully ranked among the top ten in the industry. It can be seen that products with both novelty and a young image are very attractive to consumers.

Searching for "WOOMER" reveals that its electric heating products include electric soft blankets, electric heating pads for back pain, wearable heating blankets, waist electric heating pads, etc. In order to meet the needs of different groups of people, the company has also launched products made of various materials such as flannel and artificial wool.

At present, Ruijin has successfully created a number of independent brands including KOOC, WOOMER, UltraCozy, Bearhug, etc., and its business has also expanded from North America to many cities such as Japan and Southeast Asia.

In terms of deepening its channels, Ruijin did not put all its eggs in the basket of Amazon, but also entered platforms including SHEIN, TIKTOK, and independent stations. With the help of multiple brands, Ruijin's performance has reached a higher level.

By 2023, Ruijin's two brands, kitchen appliances and electric heating equipment, had achieved remarkable results, occupying the top five market share in the platform industry. At that time, Ruijin's sales in the United States reached more than 20 million US dollars, which took only 4 years.

Like Ruijin, there are many big sellers that have chosen to conquer the overseas small home appliance market. Chinese home appliances have even achieved the record of "blossoming in multiple places" in the global market.

Exports soared, and a number of small home appliance companies made a lot of money overseas

On overseas e-commerce platforms such as Amazon, small household appliances have always been an evergreen category, especially products represented by small kitchen appliances, small home appliances and small personal care appliances. These products have not only become a rigid demand in developed countries in Europe and the United States, but are also growing rapidly in emerging markets such as Southeast Asia and Latin America.

As an important production base for small household appliances in the world, China undertakes a considerable proportion of the world's small household appliances orders, and a large number of listed companies and leading sellers have been born out of this.

Small appliance giant Vesync is rooted in Guangdong, the world's largest home appliance manufacturing center. It started with air fryers and has topped the overseas rankings in many categories. It has captured multiple markets including North America and Europe. In the first half of 2024, Vesync's revenue was US$296 million and its gross profit was US$144 million, both of which were growing.

This year, Vesync also launched a new brand, Pawsync, to enter the pet small appliance market and develop a series of products including smart water dispensers and smart feeders.

Bear Electric Appliances in Foshan, Guangdong started out with yogurt machines and initially focused on the domestic market. After entering the e-commerce channel, the company's performance grew rapidly. It then increased its own brand overseas and cross-border e-commerce business. In 2023, it had achieved revenue of 4.703 billion yuan and a net profit of 430 million yuan, successfully achieving success in both domestic and international channels.

Douhe Technology was founded in Foshan, Guangdong in 2014. It mainly deals in environmental small appliances and kitchen small appliances. Its products cover multiple categories such as air purifiers and dehumidifiers. On Amazon, its air purifiers, semiconductor dehumidifiers and other products are at the top of Amazon's BS list.

At present, the company has successfully created several domestic and foreign brands such as Xiaohe, Douhe, and Flashvin. In 2023, the company's overseas revenue will be about 1 billion yuan. It is worth noting that 90% of the company's revenue comes from the Amazon platform.

Beon Intelligence is a brand founded by Ran Hongyu and Zhang Yan, focusing on air purifier products. In 2017, with the core selling points of no consumables and reusable washing, Beon Intelligence successfully opened the door to the overseas market and landed on the overseas crowdfunding platform with the brand Airdog, winning a crowdfunding amount of US$210,000.

Unlike most big sellers, Beon Smart first placed its main overseas battlefield in Japan, successfully entering more than 12,000 local hospitals and clinics, breaking the monopoly of Japanese local brands such as Panasonic and Sharp. In Q1-Q3 of 2024, Beon Smart achieved operating income of 1.06 billion yuan, a year-on-year increase of 8.53%, of which overseas contributions increased significantly.

It can be seen from the above-mentioned representative leading players that they all initially entered the market with a single category. After gaining a foothold, they began to expand into all categories and multiple markets around the world.

If we further subdivide small appliances, we can see that among kitchen appliances, products such as yogurt makers are performing well; while in home appliances, air purifiers and other products are continuing to rise; among personal care appliances, products such as smart hair dryers are also the choice of many sellers to expand overseas.

In the future, with the support of China's core industrial clusters, more small home appliance companies will go abroad. However, as the saying goes, the road is long and arduous, and moving from products to brands is the cornerstone for sellers to stand firm.

Home Appliances

Suzhou

Slow Cooker