469An American girl wearing a smart couple bracelet suddenly receives a vibration alert. When she opens her phone, she finds that her boyfriend, two thousand kilometers away, has sent her a message by tapping the bracelet: "Miss you."
Such movie-like scenarios are now happening in real life every day.
Image source: Internet
According to Grand View Research data, by 2030 the global smart jewelry market willreach $890 million, with huge market potential.
However, 80% of smart jewelry products fail after launch due to "tacky designs" and "poor interaction," and are not well received by consumers.
Fortunately, a Chinese brand has broken through the competition. Their jewelry not only ranked in the top three on Google Shopping, outshining Tiffany, but also became the top jewelry traffic king on TikTok in just three weeks. That brand is the smart jewelry brandTOTWOO.
Even more surprising, the founder of this brand that conquered overseas markets, Wang Jieming, was still working as a journalist at Xinhua News Agency ten years ago.
Image source: TOTWOO
Foreign Correspondent Turns Jewelry Geek
According to public information, TOTWOO founderWang Jiemingexperienced the most dramatic turning point of his life in2015.
At that time, he had just finished his job as a correspondent in Sweden for Xinhua News Agency. Instead of following the expected career path, he suddenly plunged into the unfamiliar field of jewelry technology. The seeds of innovation planted while interviewing companies like Ericsson and IKEA in Stockholm, combined with the internet thinking he later developed running a mobile magazine platform, ultimately led to the creation of TOTWOO, the world's first emotional connection smart jewelry brand.
Image source: Internet
This decision seemed almost crazy at the time.
Back then, the Apple Watch had just sparked a wearable device craze. Giants like Swarovski and Chow Tai Fook were experimenting with smart jewelry, but all were focused on step counting and heart rate monitoring.
Wang Jieming chose a different path. He observed that what modern people lack most is not health data, but real emotional connection. Thus, when the TOTWOO product line was born, its core function became"tap the jewelry to send a heartbeat".
Image source: Internet
But reality soon poured cold water on the idealist.
Traditional jewelry factories shook their heads at circuit boards, while smart device factories couldn't handle 18K gold inlay techniques.
At its worst, the defect rate of the second batch of products soared to 70%, and the company was on the verge of bankruptcy three times.
A turning point came at the end of 2020, when the team revamped the production line, finally reducing the defect rate to below 5% and adjusting the price to the mainstream range of $298-498.
It was this breakthrough that led to TOTWOO's explosive growth. In 2021, it shot to third place on Google Shopping in the US, leaving Tiffany behind; in 2024, a single product video on YouTube surpassed 140 million views, and the comment section became a "confession wall" for international couples.
Image source: Internet
Social Media Breakthrough "Quartet"
After surviving the life-and-death line, TOTWOO began to fully leverage social media, laying out a "network" on TikTok, YouTube, Instagram, Facebook, and more.
Their approach is clear:each platform has its own unique niche.
TikTok
On TikTok, the hashtag #totwoo has accumulated657 million views. Another popular hashtag, #totwoolongdistancebracelets, has130 millionviews.
Image source: Chaodian Youshu
Currently, TOTWOO's official account @totwooofficial has 423,200 followers and has received 4.9 million likes, which is quite impressive.
However, its early operations were not smooth. In October 2020, TOTWOO released its first video, which received 1.1 million views and nearly 130,000 likes, showing good potential. But subsequent content mostly hovered between thousands and tens of thousands of views, with overall average data.
Image source: TikTok
Reportedly, this was related to TOTWOO's slow early video update frequency and content that had a strong "marketing vibe."
Early videos featured noisy background music and product close-ups, leading netizens to complain that it "looked like TV shopping."
Later, the TOTWOO team adjusted its strategy, focusing on sharing real stories, and things gradually improved.
For example, an ordinary blogger @alleakcim, with only 1,219 followers and an average view count of just a few hundred, posted a video of her boyfriend gifting her a TOTWOO couple bracelet on their anniversary. The video went viral, reaching 1.6 million views and nearly 100,000 likes, with the comment section full of questions about purchase links and prices.
Image source: TikTok
There were also influencers promoting the product, such as fashion blogger @highkeyalina with 1.5 million followers, who recommended TOTWOO in her video, which ultimately received 1.1 million views—also a strong result.
Image source: TikTok
YouTube
On YouTube, TOTWOO's official account@Totwoo Globalcurrently has19,500subscribers. Although the number of fans is less than TikTok, its performance is still noteworthy.
For example, a video about TOTWOO's emotional sensing bracelet reached 140 million views. The video shows the interaction between two bracelets: "She asks you to touch your bracelet when you miss her!"
Image source: YouTube
The comment section is lively, with 64,000 comments. One comment, "Pink: blushing, shy; Black: intense screaming," received 64,000 likes.
At the same time, people have spontaneously written usage tutorials, and netizens from around the world are participating in creative content, with all kinds of romantic and humorous comments emerging.
Image source: YouTube
While other platforms play the emotional card, Instagram users clearly prefervisual marketing, which is well reflected in TOTWOO's account operations.
Currently, TOTWOO has 143,000 followers on Instagram. In addition to new product releases, the platform features KOLs showcasing the products in various scenarios. Through beautiful images and videos, the design aesthetics and usage scenarios are integrated, capturing the attention of many users.
Image source: Instagram
Facebook users prefer practical content. Currently, TOTWOO's official account has 160,000 followers. The content published is similar to Instagram, but focuses more on practical function demonstrations, such as product tutorials and usage tips. Overall, the operation is also very good.
Image source: Facebook
Independent Site Hides "Conversion Code"
If social media is the "frontline," then the independent site is the "ultimate battlefield"!
TOTWOO's independent site design focuses on"tech sense + minimalist style". The homepage does not directly pile up products, but uses high-definition images to showcase jewelry details.
Image source: TOTWOO independent site
The user review section is placed below the product page, with each review showing the purchase date, product model, and real user photos. These authentic reviews provide references for potential customers, boosting their confidence and promoting conversion.
Image source: TOTWOO independent site
According to data checked by Tuke, 60.28% of TOTWOO's independent site traffic comes from organic search, meaning most users enter the official website by actively searching for keywords like "smart jewelry" and "emotional jewelry."
Image source: similarweb
This shows that TOTWOO has invested well in SEO optimization, with precise keyword placement. By targeting keywords like "long-distance relationship gifts" and "couple bracelets," they have attracted a large number of users with clear needs.
Another 10.16% of traffic comes from social media referrals. Although this proportion is relatively low compared to organic search, it plays a key role in bringing new users to the independent site.
Image source: similarweb
Final Words
Now, if you search "smart jewelry" on Google, you can see TOTWOO in the top three on the homepage.
This clearly serves as a reminder to Chinese brands looking to go global:even when targeting overseas markets, a solid marketing strategy is crucial!
So, instead of blindly copying domestic models, it's better to spend time researching how to approach overseas markets, develop effective marketing strategies, and achieve precise overseas operations and customer acquisition!
