Nearly half of the BS list is on the top! Shenzhen sellers sell niche products worth 900 million yuan a year

TikTok has boosted the popularity of short video social networking. In China, the number of short video users exceeds 1 billion, with an average daily usage time of more than 2.5 hours per person. Overseas, the continuous growth of TikTok users also confirms the popularity of the short video market.

Statistics show that the global short video industry will exceed $100 billion in size by 2025, and even reach nearly $200 billion. Sellers in this industry have already seized the opportunity and made a fortune.

For example, today, Yien.com is going to talk about a seller with billion-level revenue who has emerged in the unpopular field of 3C photography accessories.

SmallRig occupies 8 seats in the TOP20 of the US and Asia BS list, and SmallRig is on multiple overseas lists

In the "2023Q3 TOP100 Overseas Brands Social Media Influence List" released by OneSight not long ago, Yien.com noticed a new brand on the list - SmallRig, ranking 80. In the consumer electronics category list, SmallRig ranked 25.

Compared with well-known overseas brands such as Anker and SHEIN, SmallRig, which is in the 3C photography accessories market, is less famous.

But it has appeared in many overseas lists. For example, SmallRig is listed in the "2023 New Consumption Force - Annual Brand List" jointly released by Cailianshe Science and Technology Innovation Board Daily and New Consumer Daily; it ranks 44th in the "China Cross-border E-commerce Brand Influence List (2023/10)" jointly released by Daily Economic News and Shenzhen Yishi Technology.

On Amazon, searching for "SmallRig" shows that many products under this brand have achieved good sales. In the niche field of 3C photography accessories, SmallRig's products basically maintained sales of 500-1000+ pieces in November.

More importantly, many of its new products occupy high positions in the new product list of each category, and many more old products dominate the BS list of the sub-categories on the Amazon website.

As for the sub-category of "Professional Video Stabilizers", Een.com found that SmallRig alone occupied 8 seats in the top 20 products of the Meiya BS list, and the first in the category was also a SmallRig product. In the TOP50 ranking, a total of 17 SmallRig products were on the Meiya BS list of sub-category .

The listing shows that the first on the BS list in the category is a handheld stabilizer from SmallRig with a rating of 4.7 stars, priced at US$29.9. Last month, the product sold more than 1,000 units.

Judging from the other 16 listings on the list, SmallRig's products are well recognized by buyers, with monthly sales far exceeding similar products from other brands, and the number of reviews and ratings are also ahead of other similar products.

In other sub-category lists, such as "Video Monitors", SmallRig also has multiple product listings on the list, and the first one is also a SmallRig product.

SmallRig's products can be found in many sub-category lists, such as "Cell Phone Photo & Video Kits", "Cell Phone Handheld Gimbals & Stabilizers", "Camera Mounts & Clamps", and "On-Camera Video Lights".

Even the tool set developed by SmallRig for cameras made it into the BS list of the large category "Tool Sets", ranking 44th, and the number of reviews even exceeded that of other brands in the front row.

Various data on Amazon can prove that SmallRig has been successful overseas with 3C photography accessories, and its revenue data can be more intuitive.

SmallRig has 2 million users with annual revenue of 900 million

It is understood that the company to which the SmallRig brand belongs, Shenzhen Leqi Network Technology Co., Ltd. (hereinafter referred to as "Leqi Network Technology"), has achieved a revenue of RMB 900 million.

Since its establishment in 2009, Leqi Network Technology has always been firmly on the road of 3C photography accessories, focusing on the research and development, design, production, sales and supporting services of film and television shooting auxiliary equipment.

After nearly five years of exploration, in 2013, Leqi Network Technology launched SmallRig, a film and television equipment brand for the international market.

SmallRig has been on the market for 10 years now. During these 10 years, SmallRig's products have left their mark in more than 150 markets around the world and have accumulated more than 2 million users .

The above mentioned its market performance on the third-party platform Amazon. Next, let’s talk about a very important part of overseas brands - independent websites.

The latest data from SimilarWeb shows that smallrig.com had a total of 517,000 visits in November , and its traffic ranking rose by 24,502 places in the United States, 27,649 places in the world, and 89 places among American photography websites.

In the past three months (September-November), the average monthly traffic of smallrig.com has reached 404,000 . And the number of visits is skyrocketing in November.

The continuous increase in traffic means the continuous increase in attention. But in the final analysis, the key to success in the market is product strength.

Information on its independent website smallrig.com shows that SmallRig currently has 415 authorized patents, 900 photography accessories SKUs, and has repeatedly won international awards such as the iF Product Design Award, Red Dot Design Award, Golden Dot Design Award, and Red Star Design Award.

Whether it is sales on third-party platforms, traffic on independent sites, or achievements in product research and development and innovation, it is enough to prove that SmallRig is becoming increasingly popular in North America.

All this is due to the efforts made in the product.

To "manufacture quickly", we need to iterate 300-400 products per year

According to a report by Shenzhen News Network, SmallRig is a "hidden champion". In the 10 years since it went global, it has become a leading brand in the field of 3C photography accessories. Its products are widely used in live broadcasts, VLOGs, short videos, documentaries, Hollywood blockbusters and other fields.

In terms of product matrix, SmallRig has four major product lines: camera mounts and stabilizers, smartphone photography accessories, photography lighting systems, and photography power banks. Under these product lines, there are more detailed products.

For example, the camera stand series will also be developed according to different major brands such as Canon, Nikon, Sony, BMCC, etc., and mobile phone photography accessories are divided into iPhone and general series, desktop tripods, etc.

By being compatible with major brands to improve its product matrix, SmallRig's products' compatibility, practicality and convenience make them increasingly popular in the market.

As market demands continue to change, SmallRig is not static.

Previously, Zhou Yang, founder of SmallRig 's parent company Leqi Network Technology, said in an interview with 21st Century Business Herald that Leqi Network Technology can no longer be a company that simply goes overseas to make photography accessories, but must become a company with "fast manufacturing" capabilities.

Based on this, Leqi Network Technology mobilized senior photography enthusiasts to participate in product design, so as to produce products that better meet market demand . If the user's design is approved, a batch of customized finished products can be produced within 7 days at the fastest .

Statistics show that in terms of product iteration, Leqi Network Technology produces an average of 1.5 new products per day and iterates 300-400 products per year .

High frequency, small batch and customization, SmallRig 's approach is somewhat similar to SHEIN.

In addition, SmallRig's products target a wide range of consumer groups, from low-end to mid-to-high-end, as can be seen from the fact that product prices range from US$5 to US$1,000 .

Reports Insights research report has predicted that the camera accessories market value will exceed US$8.4 billion in 2030 , and North America and Europe will still be the main contributors to the growth of the camera accessories market.

SmallRig seized this market opportunity and outperformed its international competitors in the niche market through continuous product innovation .

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