Dominating Amazon BSR! Shenzhen sellers bet on 3C category to achieve the top sales in North America

In the boom of going overseas, 3C products can be said to be one of the "hottest" categories. Many companies have also seized the business opportunities, concentrated on subdividing categories, took advantage of the trend to go overseas, and quickly seized the market, becoming dark horse brands in the industry. Hohem is one of them.

Single product attracts huge profits! Shenzhen brand Hohem is very popular overseas

Hohem's parent company, Shenzhen Haohan Excellence Technology Co., Ltd., was established in 2014. The company is committed to the research and development of high-performance intelligent imaging technologies and products, and has built an M2C operating model that integrates R&D innovation, intelligent manufacturing, brand marketing, channel expansion and cross-border e-commerce. Its main products include mobile phone stabilizers, camera stabilizers, stabilized poles, desktop gimbals, etc.

Hohem started out as a mobile phone stabilizer, and after years of development, it has become a mainstream smart imaging brand in the world. Hohem's product line is quite rich. In addition to mobile phone stabilizers, it also includes high-end professional equipment to meet the diverse needs of different consumers.

(Image source: Hohem official website)

Hohem is not only the Best Seller of mobile phone stabilizers on Amazon, but also occupies 25% of the overseas online mobile phone stabilizer market share and 70% of the global sports camera stabilizer market share. In a short period of time, mobile phone stabilizers have become the best-selling in North America. Hohem products are used by users in more than 140 countries and regions around the world, providing advanced intelligent imaging solutions for more than 2 million users such as short video creators, photographers, and live broadcast experts, which can meet the shooting needs of consumers using mobile phones, cameras and sports cameras. In addition, Hohem's products have won many international awards, including the German Red Dot Design Award, the German iF Award, the Japanese G-Mark Award, the Taiwan Golden Dot Design Award, and the Contemporary Good Design Gold Award, highlighting Hohem's international image and influence.

As early as 2016, Haohan Excellence began to explore overseas markets and launched its first product T1 in the United States, which integrated facial tracking and APP intelligent interaction. At that time, this product was quickly deployed in 800 Best Buy stores. Haohan Excellence successfully entered the overseas market with differentiated products.

In 2017, Haohan Excellence released the industry's first folding stabilizer with over one million US dollars in crowdfunding.

In 2019, Haohan Excellence ranked first in sales of products in the same category on the Amazon platform.

After the product became well-known in overseas markets, Haohan Excellence did not stop its pace of product research and development. It launched the lightest handheld stabilizer in the industry for the first time and added AI visual sensors on this basis.

In 2020, Haohan Excellence released the world's lightest three-axis foldable mobile phone stabilizer iSteady X at CES (Las Vegas Electronics Show) in the United States, and won the Silicon Valley Annual Innovation Award.

In 2021, Haohan Excellence once again launched an industry-leading product, releasing the world's first mobile phone stabilizer V2 with built-in AI visual sensing. This product has an independent AI tracking function, overcoming the pain point that users' intelligent tracking is limited to APP and Bluetooth. Moreover, the product is quite light, weighing only 263 grams, which is very convenient for daily use.

In 2023, Haohan Excellence launched its flagship products M6 and MT2. During the Double 11 period, it ranked first in the single product sales ranking, store sales ranking, and brand total GMV ranking on the Tmall e-commerce platform.

(Image source: Hohem official website)

The MT2 stabilizer launched by Haohan Excellence is different from conventional smart follow-up gimbals. Its original AI tracking technology can automatically identify and track the shooting target, making shooting easier. In addition, the product also has 360° tracking capability without dead angles, so the picture can remain stable even when the subject is moving quickly. Moreover, the MT2 stabilizer uses the Multi 4.0 quick-release system, the horizontal and vertical screens can be switched in seconds, and the composition position can be adjusted through gestures. Users can shoot creative works according to their needs. This product not only supports a variety of camera devices, but also has multiple expansion ports on the outside, so accessories can be added as needed to expand shooting functions. The battery life of the MT2 stabilizer is also very good, up to 17 hours, which is convenient for users to shoot around the clock.

While rapidly expanding its overseas and domestic businesses, Hohem has also gained favor from the capital market.

So far, Hohem's parent company Haohan Excellence has completed two rounds of financing.

On May 25, 2020, Haohan Excellence completed its Series A financing. The amount of financing was not disclosed to the public. The investor was Haofang Venture Capital.

On November 8, 2021, Haohan Excellence completed its A+ financing. The amount of financing was not disclosed to the public. The investors were Small and Medium Enterprises Venture Capital and Shenzhen Talent Fund.

With the help of capital, Haohan Excellence's overseas business is also expanding continuously, and its performance is growing. In 2023, Haohan Excellence's revenue has reached nearly 500 million yuan, maintaining a 50% growth rate for several consecutive years.

Why was Hohem able to quickly capture the market and take the lead?

Hohem's success, in addition to its strong product strength, is inseparable from its long-term investment in research and development.

Since its establishment, the company has continued to deepen its intelligent image control technology, independently developed an anti-shake algorithm system, and applied for nearly 100 patents. Moreover, in recent years, Haohan Excellence's R&D investment has reached about 18% of its revenue.

In addition to continuous investment in research and development, social media marketing also plays a very important role in Hohem's brand promotion.

In terms of social media marketing, the Hohem brand attaches great importance to interacting with consumers through social media, and often cooperates with Internet celebrities to promote its products.

Whether it is a teaching celebrity or a review blogger, Hohem has been delivering targeted content based on different user groups.

Hohem has a sophisticated influencer marketing strategy that can effectively help brands control their budgets, help brands directly cooperate with high-quality mid-level bloggers, amplify the influence of these bloggers, and complete actual business conversions.

The photography accessories track in which Hohem is located has very promising development prospects. Reports Insights research report once predicted that the global photography accessories market value will exceed US$8.4 billion in 2030, with a compound annual growth rate of 13.2%.

Driven by the high compound growth rate, more and more brands are entering this market. It is worth noting that well-known brands often only make some basic accessories in this category, so the photography accessories market has broad development space and possibilities.

Currently, North America is an important contributor to the growth of the photographic accessories market. Hohem has seized this market opportunity and, through continuous product innovation, has outperformed a number of international competitors in a niche market, becoming the leader in the small category and becoming one of the excellent examples of photographic accessories companies going overseas.

However, it should be noted that although the photography accessories category contains huge business opportunities, with the continuous changes in consumer demand and market environment, sellers still need to continuously innovate and iterate products, and perform fine-tuning of product details to ensure their competitive advantage in the market.

3C Category

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