A cross-border dark horse emerges from a niche track and the product becomes a hit!

In the process of cross-border expansion, how to stand out among many sellers, good product selection is crucial.

However, popular tracks often have fierce competition, so many sellers turn their attention to niche tracks, quickly seize the market, and become dark horse brands in the industry.

1. HTVRONT, a mini heat press machine brand, is popular overseas

In recent years, the DIY trend in Europe and the United States has become increasingly popular . Many companies have also seized the business opportunity and launched products suitable for DIY. The domestic brand HTVRONT is one of them.

Different from other common DIY products, HTVRONT 's main product is heat press machine .

What is a heat press machine? A heat press machine is actually a small heat press. Simply put, it heats and presses various heat presses on cotton, linen, chemical fiber and other fabrics . It can also perform heat treatment processes such as screen printing, glue, foaming, etc.

HTVRONT's heat press machine is different from the industrial heat press machine . It can be used directly without assembly. When using it, the user only needs to place the material to be printed and set the corresponding temperature, and then the pattern can be easily ironed with one click.

(Image source: HTVRONT official website)

Moreover, HTVRONT's heat transfer machine uses NTC thermistors and single-chip microcomputer chips, which heat evenly and only take 4 minutes to reach the common temperature of 160 degrees, with high energy efficiency. The product is an L-certified power supply, and uses a drawer-type design to isolate the heating area. If there is no operation within 10 minutes or the temperature exceeds the limit, it will automatically shut down, which is very safe to use.

Hunan Sijiu Technology, the parent company of HTVRONT , was established in September 2018. It is the world's largest HTV thermal transfer manufacturing and cross-border DTC company . It is also the only cross-border export company in China that has achieved branding of household DIY engraving machine consumables and DIY machines overseas.

As its subsidiary brand , HTVRONT is completely aimed at C-end users . Since the brand was founded, it has clearly defined the development strategy of "globalization", focusing on "home intelligence" and promoting it to more mature DIY overseas users with stronger willingness to pay. Moreover, the price of heat press products is not high, ranging from US$70 to US$230 , which has attracted many consumers who value cost-effectiveness.

It is worth mentioning that in addition to the conventional heat press machines mentioned above for printing on T-shirts, shirts and other clothing , HTVRONT has also developed various types of heat press machines based on more segmented DIY scenarios. For example, there are roller heat press machines that can be used for mugs and glass bottles , hat heat press machines that can be used for hats , and mini heat press machines that can be used for masks, shoes, bags, pillowcases, tablecloths, and mouse pads . In addition , HTVRONT also uses traditional Chinese handicrafts such as Hunan embroidery , combined with Chinese aesthetics, to convey China's cultural confidence to the world.

It should be noted that how to bring together consumers with niche hobbies is the key to opening up sales , so social media marketing is crucial.

At present, HTVRONT has its own homepages on platforms such as X, Facebook, Pinterest , Instagram , YouTube and TikTok , maintaining very high account popularity and user activity . The accounts on major platforms will regularly plan and publish creative handmade content that handmade enthusiasts love to attract users' attention, while enhancing the brand 's popularity and market competitiveness.

HTVRONT now has more than 850,000 fans on Facebook , and even on the newer TikTok platform, it has more than 120,000 fans . Users of the TikTok platform produce a large amount of UGU content.

In addition to focusing on social media marketing, HTVRONT has also launched a "Craft Stories" section on its official website. Users can use the hashtags #htvrontmade or #htvrontstories on major social media platforms to share their experience using HTVRONT products.

Relying on its strong product power, high cost-effectiveness and social media marketing promotion, HTVRONT is widely welcomed by overseas consumers and has good sales on Amazon .

Currently, a mini heat press machine from HTVRONT ranks fourth in the Amazon BS list of related categories , and several other series of heat press machines launched by the brand are also among the top 20. In addition to heat press machines, HTVRONT 's transfer film sales are also very high, ranking in the top two of the Amazon BS list of related categories for a long time , and the cumulative number of comments on the two listings has exceeded 50,000.

In addition to the Amazon platform, HTVRONT 's products also perform well in the market on e-commerce platforms such as eBay, Lazada, and Wish .

Currently, HTVRONT's parent company , Sijiu Technology, and its affiliated brands cover more than 50 countries and regions around the world, with more than 10 million stable users , and more than 95% of the company's revenue comes from overseas .

In 2022, 49 Technology 's operating income has reached over 100 million US dollars. 49 Technology predicts that the company's revenue may exceed 1 billion yuan in 2023 .

2. Extreme off-road vehicle accessories brand KEMIMOTO's annual sales exceeded 1 billion

Another brand, KEMIMOTO, is also in a relatively niche industry, which is the off-road vehicle accessories track.

It is understood that KEMIMOTO was founded in 2012. At first, it mainly engaged in traditional foreign trade, focusing on the foreign trade of motorcycle accessories. However, in the process of looking for new business growth points, the brand suddenly paid attention to the UTV model.

UTV (utility vehicles) is an all-terrain off-road vehicle , which is a relatively niche high-end extreme sport overseas.

Most off-road players think that UTV is the ultimate off -road artifact. The wheelbase of the vehicle is less than 2 meters, and its own weight is only a few hundred kilograms. It has an ultra-long suspension travel and a four-wheel continuous output differential design . It has excellent passability in harsh environments such as sand, mud, and climbing .

Unlike other regular off-road vehicle users, UTV off-road enthusiasts have higher requirements for accessories, are less price sensitive , and are more willing to buy high-quality accessories that meet their own needs.

(Image source: KEMIMOTO official website)

The key to KEMIMOTO 's rapid success in the market is its product differentiation.

After sufficient market research and 1 year of research and development , KEMIMOTO created the first UTV rearview mirror . This rearview mirror is more convenient to install, and users can install it in just a few minutes without the need for additional accessories .

KEMIMOTO also created a flashing RGB rearview mirror . This product combines the rearview mirror with the jeep's RGB lights, designs the RGB light bar onto the mirror, and also designs specific light sources and detachable modules . It can fully meet the night hunting needs of UTV off-road vehicle enthusiasts , and can also be used as a reading light.

In addition to attracting consumers with product advantages, social media marketing also plays a very important role in brand promotion.

KEMIMOTO leverages the power of KOLs and KOCs on social media platforms to help the brand enter the field of vision of local users. KEMIMOTO invites many big Vs in the circle to conduct test drive experiences, reviews, extreme challenge tests, etc. , which greatly enhances the brand's credibility and influence.

On the other hand, KEMIMOTO will hold events during special local festivals and celebrations , carry out localized marketing, and launch discount promotions to attract local consumers and enhance brand awareness in the target market.

Since 2017, KEMIMOTO has established a firm foothold in the United States, Canada, Japan, Europe and other countries, as well as emerging markets such as Mexico and the Middle East .

Today, KEMIMOTO 's annual sales have exceeded 1 billion, and many of its products have become the best-selling products on the Amazon platform , with tens of thousands of cumulative reviews. Among them, the price of some products is even twice as high as that of European and American competitors , achieving brand premium.

3. SmallRig's annual revenue exceeds 1 billion with its niche photography accessories

Small accessories often contain huge business opportunities. SmallRig's annual sales have exceeded 1 billion thanks to its photography accessories.

SmallRig was officially founded in Shenzhen in 2013. Starting from camera support products, the brand has developed into a global niche brand covering four major product lines: camera support and stabilization, smartphone support and stabilization, lighting and control systems, and imaging power supplies, as well as a one-stop live studio solution. Its products are widely used in live broadcasting, VLOG, short videos, documentaries and other fields, and its market share ranks first in multiple categories in the global imaging accessories market.

(Image source: SmallRig official website)

In terms of sales channel selection in the cross-border e-commerce field, SmallRig mainly uses independent platforms SmallRig and Coollcd, supplemented by third-party B2C and B2B platforms such as eBay and Amazon .

After years of development, SmallRig has realized an ecological layout of the entire imaging scene, from cameras to smartphones, to lights, power supplies, tripods, etc., with users in 160 countries around the world.

Currently, its products rank quite high in sales in the imaging equipment subcategory on Amazon , and the organic traffic of its independent site also shows a steady growth trend.

According to the BS ranking data released by Amazon , many of SmallRig's products continue to rank among the top in the imaging equipment category; and have long been at the top of the list in the "Professional Video Stabilizers" subcategory.

In terms of brand power, SmallRig’s brand search volume on Amazon has reached 2 million times, the product repurchase rate is 47%, and the repurchase sales account for 32%. SmallRig has grown into a very influential brand overseas, which can be seen from the performance of its link traffic. Customers recognize this brand very much. 71.22% of customers purchase through designated searches for the brand name "SmallRig".

Why was SmallRig able to quickly capture the market and gain a leading position?

First of all, SmallRig has strong product power.

In the early days of the company's development, SmallRig designed a dedicated expansion frame for mirrorless cameras to address the problem that the 5D2 universal expansion frame was too large, thus becoming the world's first company to produce a dedicated expansion frame for a camera.

In 2018, SmallRig launched its first stabilizer accessories, represented by the DJI Ronin S expansion accessories .

In 2019, SmallRig launched its first iPhone mobile phone kit , building a product ecosystem that is highly coordinated with smartphones .

From 2020 to 2021, SmallRig launched a number of ecological products, achieving the extension of imaging scene categories .

It is worth mentioning that SmallRig pays great attention to user needs. Most of its products are optimized and innovated based on user complaints and feedback , including but not limited to the fixing clamps for camera cables, buttons for handle operation, and steering of external monitors.

In addition, SmallRig's senior users and enthusiasts can directly participate in product design by sending suggestions through social media and email, and thus understand the modification steps in the new product development process.

Currently, SmallRig has more than 700 SKUs , produces an average of 1.5 new products per day , and updates 300-400 products annually .

On the other hand, SmallRig 's supply chain is also very advantageous.

During its development, SmallRig has formed an agile supply chain of "fast manufacturing" with "small batches, multiple batches, high frequency and multiple categories".

SmallRig has two self-built factories, located in Shenzhen and Dongguan. At the same time, it has also deployed 30-40 manufacturing partners in the Yangtze River Delta and Pearl River Delta regions to respond to subtle changes in the supply chain. The agile supply chain not only helps the company develop in 160 countries around the world, but also forms basic global market expansion and global fulfillment capabilities.

As a leader in the category , SmallRig has appeared in many overseas lists, such as OneSight's "2023Q3 TOP100 Overseas Brands Social Media Influence List", Cailianshe Science and Technology Innovation Board Daily and New Consumer Daily jointly released the "2023 New Consumption Force - Annual Brand List", etc. Among the top 20 products in the Meiya professional video stabilizer category BS list, Smallrig occupies 8 seats, and its product also ranks first.

SmallRig said that in 2024, the company's business will still maintain a growth of more than 45% . It will plan new products based on scenarios and add electric and intelligent functions . In terms of the market, it will explore emerging markets such as Southeast Asia , and conduct more refined management and operation of channels .

4. Donner ranks among the top 3 global musical instrument brands on Amazon

For Chinese sellers, the musical instrument category seems to be relatively niche and unpopular, and the international market has always been dominated by big brands such as Yamaha and Roland.

However, in recent years, a domestic brand has emerged in the musical instrument market, ranking among the top 3 global musical instrument brands on Amazon , and has successively received strategic investments from overseas giants such as Anker Innovations and SHEIN . It is Donner .

Donner is affiliated to Bluesun Technology Co. , Ltd. , which was founded in 2009 and is headquartered in Guangzhou. It has branches in Shenzhen and California, USA. It is one of the earliest music digital innovation companies in China to go overseas. Bluesun Technology has focused on cross-border e-commerce since its inception , mainly looking for products from the supply chain and then OEM. During this process, the company also sells through multiple online channels overseas .

In 2012, the Donner brand was officially established. Since then, Bluesun Technology has focused on developing musical instruments .

(Image source: Donner official website)

Donner's products include keyboards, electric drums, guitars, effect pedals, ukuleles, mandolins, amplifiers, DMX wireless, etc. Star product lines include DST series electric guitars, carbon fiber series string products, HUSH series headless light guitars, DDP series electronic pianos, DED series electric drums, MIDI keyboards and mini guitar effects.

Since the brand was launched and entered Amazon in 2012, Donner has gained market recognition. By 2014, its products ranked No. 1 on the Amazon category BS list .

In 2018, Donner expanded its global market through Amazon, and more than 30 countries became its sales destinations. At that time, its market share increased significantly and its brand awareness expanded rapidly in the musical instrument circle.

In 2020, Donner ranked among the top 3 musical instrument brands on Amazon worldwide, with annual revenue reaching RMB 1.5 billion, and officially launched its independent website.

In 2021, Donner increased its R&D and production, entered the field of smart hardware, and developed music APPs. Many of its products won the Red Dot Design Award, European Product Design Award, IF Product Design Award, Golden Dot Design Award, China Design Intelligence Award, and even won the "World's Smallest 25-Key MIDI Keyboard" award.

In 2022 , Donner became a brand highlighted by many well-known media such as The New York Times , PR Newswire , Los Angeles Weekly , Yahoo , Guitar World , and Music Radar. Two of its products also appeared on the New York Fashion Week catwalk, becoming the first musical instrument brand to display at the fashion week.

In 2023, Donner displayed many star products and new products at the NAMM Show, the world's largest musical instrument exhibition, which were recognized by many professionals.

After years of development, Donner has expanded into more than 100 markets around the world, covering both online and offline channels. In order to better meet development needs, it also has branches in Shenzhen, the United States, Germany and other places.

Until now, many of Donner's products still maintain good sales performance on Amazon.

Een.com searched Amazon and found that many Donner products were included in the BS rankings of the category, among which guitar products were the most numerous and ranked high.

Not only Amazon, Donner also sells on platforms such as SHEIN, Walmart, and eBay. The average monthly visits to its independent website remain between 140,000 and 200,000.

There are several main reasons why Donner is able to stand out in the overseas musical instrument market.

First of all, Donner pays great attention to understanding the needs of users and will design products according to their preferences. At the same time, it will also comprehensively consider factors such as the skill level, age group, and music style of product users. In terms of design, it pays more attention to humanization and practicality to meet the needs of beginners . At the same time, it will provide more diverse and convenient solutions according to different scenarios and uses .

On the other hand, Donner continues to increase its investment in technology research and development. In product development, it uses new materials to transform traditional musical instruments, so that mid-priced products can also achieve the timbre and sound quality of traditional high-end brand products.

For example, the fiber violin products launched by Donner can respond faster and produce clearer sounds in the high-frequency field .

Third, Donner builds brand awareness on social media platforms and continuously improves user stickiness during daily operations .

Donner's social media platform operations are mainly Facebook, YouTube, TikTok , and Instagram. On these platforms, Donner has stable cooperation with KOLs .

In order to improve user stickiness, Donner also developed a beginner music community APP - Donner Music. This app is not intended to promote purchases, but mainly encourages users to share music and interact socially.

Donner Music provides high-quality courses that can solve the problems of beginners who don’t know what to learn, how to improve , and the difficulty of finding good courses and expensive tuition fees. In addition, all new Donner instruments provide free music courses in cooperation with the world’s top music school, Berklee College of Music.

Moreover , the music community section created on the App can provide music lovers with a platform for learning, communication and sharing.

From social media to KOL media to online app community operations, Donner quickly opened up the brand's social media matrix and gained market recognition by relying on these three points .

Donner has shown its brilliance in the musical instrument market and has gained favor from the capital market.

According to Tianyancha information, Donner's parent company, Guangzhou Lanshen Technology Co., Ltd., has obtained three rounds of financing, including the A round of financing led by GF Securities in 2019, the A+ round of financing led by GF Qianhe in 2020, and the B round of financing in 2021 with the participation of Anker Innovations, SHEIN, IDG Capital and others.

These investors have now become Donner 's shareholders . With the help of capital, Donner's development trend in overseas markets has been on the rise and it has great potential in the future.

In general, although niche categories contain huge business opportunities, with the continuous changes in consumer demand and market environment, sellers still need to continuously innovate and iterate products to ensure their competitive advantage in the market.

Niche categories

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