A small product worth $10 was revamped, with an annual revenue of 1.2 billion yuan and is preparing to enter the A-share market

How many miracles can be created by using a single-digit number of innovative products to go global?

Single-digit items have been revamped, with prices as high as three digits

Compared with brands like Anker, Olight is very low-key in the overseas market. However, it has achieved a good result of 1.2 billion yuan in annual revenue by playing with the "popular" product - flashlight, and is quietly preparing for an IPO.

Searching for the brand name " OLIGHT " on Amazon shows that there are 877 listings of the brand on the platform. From the top results, it can be seen that the number of reviews for Olight products is not low (compared with products with the same average order value), and many listings have more than a thousand reviews, or even tens of thousands.

Although Olight is a flashlight manufacturer, its target consumers are outdoor enthusiasts, and its products are more finely differentiated according to different outdoor needs. Therefore, the prices of its products range from single-digit dollars to three-digit dollars, such as a charging cable for $9.99 and an outdoor flashlight for $289.

Take an EDC flashlight from Olight as an example. It is priced at $17.99 on Amazon , but since it was launched on the platform, it has received more than 14,500 reviews, with an overall rating of 4.6 stars, and is also marked as "Amazon's Choice . "

From the ranking point of view, the above listing ranks 19th in the " Tactical Flashlights " category of Amazon. In the TOP50 of the BS list of the same category , Olight has 6 product listings on the list, ranking 14, 16, 29, 33, 42, and 44 respectively .

At No. 14 on the BS list in the “ Tactical Flashlights ” category is Olight ’s S 800 rail-mounted weapon light, priced at $129.95. Since it was launched, the product has received nearly 4,000 reviews and a rating of 4.7 stars.

Olight even has many new products that have achieved monthly sales of over a thousand on Amazon.

For example , in August, the monthly sales of Arkfeld Pro priced at US$99.99 and EDC flashlight priced at US$29.99 both exceeded 2,000 units ; the monthly sales of flashlights and smart night lights priced at US$19.99 both exceeded 1,000 units, and the smart night light also ranked first on Amazon's "Night-Lights" New Release list.

It is understood that the most popular product of Olight at present is the Arkfeld Pro product, which has changed the cylindrical shape of the previous flashlight into a rectangular shape, and has a unique shape. In terms of performance, the product integrates 1300lm white light, 900mW ultraviolet light and 3R level green laser. Earlier data showed that in the first seven months of this year , the sales of this product alone on Amazon reached 26.554 million US dollars (about 186 million RMB) .

As we all know, the development of a brand ultimately depends on the product itself.

Over the years, Olight has spared no effort in product technological innovation, such as adopting the most advanced LED technology, improving brightness and battery life, adding intelligent control systems, etc. In addition, the products are mostly used outdoors, so they focus on functions such as waterproof and shockproof.

Such dedication is also the reason why consumers have more and more trust in the Olight brand.

Sorting out its product history from the brand's official website:

In 2008 , Olight developed the industry's first product that uses a dual tail switch to instantly enter strobe mode.

In 2010 , the SR90 entered the market as the world's first single-LED flashlight with an output of 2000 lumens.

In 2011 , the industry's first all-in-one lighting tool, S80, was launched.

In 2012 , the world's first 1000-meter range flashlight, the SR95S UT, was launched.

In 2014 , the first magnetic rechargeable flashlight in the Baton series, the S10R, was launched.

In 2015 , Aolei's first weapon light PL-1 was launched.

In 2016 , the first multi-purpose LED lighting tool was launched, known as the H1.

In 2017 , the powerful rechargeable weapon light PL-Mini was launched.

In 2018 , Warrior was launched , redefining tactical flashlights and leading industry innovation.

In 2019 , we launched the PL-Pro, the world’s first weapon light specifically designed for pistols and rifles.

In 2020 , we launched the new Odin series of professional rifle lights .

In 2022 , it became the first brand in China's outdoor mobile lighting industry to obtain CNAS laboratory approval.

Today, relying on its continuously improving product research and development capabilities, Olight is expanding faster and faster in overseas markets.

Annual revenue exceeded 1.2 billion yuan, with overseas markets accounting for 99%

It can be seen from Tianyancha that Aoley received two rounds of financing, A and B, in 2021 and 2023 respectively. The lead investor in both rounds was Shenzhen Hi-Tech Investment, and the total financing amount is unknown.

With the explosive sales of its products and the continuous growth of its overseas market, Aole began to plan for an IPO. According to the information on the China Securities Regulatory Commission website, in November last year, Aole's listing guidance filing was made public, and the guidance institution was CICC International. As of July this year, the guidance work has progressed to the third phase.

Olight was founded in 2007 with the goal of becoming a world-renowned mobile lighting brand driven by technological innovation. Its parent company, Aoling, is located in Zhongshan, China's lighting industry belt.

In more than ten years of development, Olight has mainly focused on portable lighting, and its products include outdoor flashlights, EDC flashlights, tactical lighting, atmosphere lights, headlamps, bicycle lights and peripheral accessories, etc. The target consumer group is outdoor enthusiasts .

Like many overseas hits in the early 21st century, although Olight established its brand in the early days, it did not enter the overseas market as a self-operated brand, but relied on agents. This approach resulted in Olight 's products receiving very mediocre responses overseas at the time. After that, Olight decided to form its own operations team to be responsible for the brand's self-operated overseas business.

In 2015 , Olight entered the B2C field through Amazon and officially started its cross-border e-commerce journey.

In the early stage, Olight had a serious "bias" in overseas markets. Its sales in the European market were outstanding, but the US market had been slow to improve. Despite its reliance on the leading platform Amazon, it was still unknown.

Therefore, Olight decided to build a brand, create an independent website, and enhance its brand influence. Subsequently, its senior management went to the United States to establish a subsidiary and began to build a brand independent website.

What went relatively smoothly was that just a few days after the independent website went online , Olight received an order worth one hundred thousand US dollars, and the door to the overseas market was finally opened by it .

It was in 2016 that Olight ’s annual revenue exceeded 100 million yuan , thanks to the rapid growth of its independent website business, making it a billion-level brand .

Earlier, the financial executives of Aole Group mentioned that during the "Black Friday" period in 2022, Aole's independent stations in 13 overseas markets had a cumulative turnover of approximately US$11 million, accounting for more than half of the total performance , which is a truly impressive result .

Today, Olight 's independent website business has achieved great results. In terms of visits, Similarweb data shows that in August , the visits to Olight 's brand official website olight.com and brand mall independent website olightstore.com have continued to increase, with a total of more than 1.3 million visits, and the ranking of category portals in the US market has also moved forward.

In terms of brand influence, Google Trends data shows that since the establishment of the brand, Olight 's global search popularity has continued to rise , especially in November 2020, when it ushered in the first wave of search peaks. Since then, it has topped the search popularity many times.

Mainly relying on online channels such as Amazon, eBay, and independent websites, Olight 's brand image among overseas consumers is increasingly consolidated. At the same time, it has not given up cooperation with agents, but has instead used this to continuously expand its offline market.

With these two wheels running in parallel, Olight ’s revenue has increased 33 times in less than ten years since its launch .

In 2023, Olight's annual revenue exceeded 1.2 billion yuan, of which overseas sales accounted for 99%, about 1.195 billion yuan. Today , Olight 's market has covered more than 120 markets around the world, including the United States, the United Kingdom, Germany, Australia, Japan, etc.

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