490Oranges grow south of the Huai River, but north of the Huai, they become trifoliate oranges.
While Chinese families are still debating whether a screwdriver should be a household staple, the tool walls in European and American homes are already filled with various types of power tools.
In the high-labor-cost markets of Europe and America, a consumer revolution driven by DIY culture is quietly reshaping the home industry. Data shows that in 2020, the global DIY market size exceeded $1 trillion, with lithium battery tools and smart gardening equipment becoming the fastest-growing sectors.
Image source: TikTok
Among these booming sectors, a brand from Suzhou, China—WORX—has swept the European market with its smart lawn mowing robots. In 2023, its market share in Germany, France, and Italy all exceeded 50%, with annual sales of over 400,000 units and revenue close to $200 million (approximately RMB 1.445 billion).
Image source: Google
From OEM to Independent Brand: The Birth of WORX
It is understood that the WORX brand belongs to Positec Technology (China) Co., Ltd., which was founded in 1994 and is headquartered in Suzhou. The company started out as an OEM manufacturer of power tools. At that time, China's supply chain was still in the "world factory" stage, and companies mainly relied on OEM production to accumulate technology and experience.
Later, as Chinese manufacturing collectively awakened, Positec Technology gradually realized that mastering core technologies and building independent brands was the key to breaking through price wars. Thus, the company began to transform from pure OEM manufacturing to a multinational enterprise integrating R&D, production, and marketing.
It was against this backdrop that the WORX brand was born. Relying on key technologies accumulated by its parent company over more than 20 years of OEM experience, WORX positioned itself in the high-end market, focusing on household and gardening power tools. With outstanding product strength and market insight, it quickly made a name for itself.
In 2012, it won the "CCTV Annual Brand" award; in 2023, it ranked 24th among China's Top 50 Global Brands, becoming one of the fastest-growing brands in the home and gardening category. Today, WORX products cover more than 70 countries and regions worldwide, demonstrating strong market competitiveness and development potential.
Image source: WORX
Leveraging Supply Chain Advantages, Launching Products Adapted to Local Markets
The success of the WORX brand is inseparable from China's powerful supply chain system.
China, as the world's largest power tool production base, accounts for more than 80% of global output. WORX fully utilizes this advantage to achieve rapid iteration of new products. For example, products like high-pressure washers and cordless tool sets can be quickly brought to market.
Through the "integration of manufacturing and trade" model, the brand not only effectively controls costs but also ensures product quality, forming a competitive edge of high quality at a good price.
However, WORX is not content to rely solely on supply chain advantages; it also launches customized products tailored to different markets.
For example, in the European market, it launched brushless tools to meet local consumers' demand for high efficiency and energy saving; in the Russian market, it introduced cold-resistant equipment to adapt to the local low-temperature environment.
This precise product strategy makes it easier to win favor with local consumers and lays a solid foundation for its development in overseas markets.
Image source: WORX
E-commerce Platforms + Social Media Platforms + Independent Website: Multi-pronged Approach
For brands going overseas, having quality products is not enough; effective sales channels must also be built, and WORX is well aware of this.
Therefore, since starting its overseas journey in 2012, WORX first entered Amazon, and later expanded in 2020 to mainstream e-commerce platforms such as AliExpress and Wayfair, using third-party platform traffic to accurately reach target consumers.
Image source: Amazon
But what truly enabled the brand to break out of its niche was its deep insight into the social media ecosystem. While traditional tool brands were still investing in hard ads, WORX had already quietly occupied TikTok's "stress relief economy" track.
On TikTok, WORX collaborated with a large number of mid- and long-tail influencers to shoot a series of DIY-themed videos. These videos not only have a stress-relieving effect but are also fun and time-killing. With TikTok's powerful content distribution capabilities, even influencers with fewer followers can achieve good exposure and data feedback.
For example, in December 2022, WORX partnered with TikTok long-tail influencer @buycabinetstoday, who specializes in cabinet purchasing and installation content. Although this influencer had only 9,200 followers, the collaboration video achieved impressive results.
The video showcased the use of the WORX electric drill during actual installation, especially its rotatable head design, which simplified the traditional frequent bit-changing operation. This innovative design broke many non-professionals' stereotypes and sparked widespread discussion. Ultimately, the video garnered 4.1 million views, 90,200 likes, and nearly 900 comments.
Image source: TikTok
In addition, WORX further expanded its brand influence through cross-industry collaborations.
For example, it partnered with TikTok special effects makeup influencer @fx_freak, who has 1.7 million followers, cleverly integrating the electric spray gun into the special effects makeup process.
In the video, the influencer uses the WORX electric spray gun to apply makeup and records the entire process. This creative collaboration prompted many beauty enthusiasts who were not interested in power tools to leave comments, allowing the brand to break into non-traditional fields. Ultimately, the video received 119,800 likes and nearly 300 comments.
Image source: TikTok
By collaborating with a large number of suitable mid- and long-tail influencers, WORX has gained ample exposure on TikTok. So far, the brand hashtag #worxtools has exceeded 17 million views.
Image source: TikTok
Moreover, WORX has also built its own independent website.
On the independent site, it spreads the brand story, showcases its technical patents and environmental philosophy, and reinforces its high-end, professional image. By leveraging a data-driven operational model, it deeply analyzes user behavior, optimizes product recommendations, and runs promotional campaigns to increase user stickiness.
Image source: WORX
Multi-channel Coverage to Enhance User Experience
WORX's successful online layout has not made it overlook the importance of offline channels. The brand has established partnerships with major retailers and home improvement chains in Europe and America, allowing consumers to experience the convenience and practicality of its products firsthand in offline scenarios.
In addition, WORX has set up 100,000 square meters of overseas warehouses in Europe and America, optimizing its logistics network and speeding up product delivery, thereby improving user satisfaction.
Image source: Internet
Conclusion
From the successful experience of the WORX brand, it is clear that in today's globalized world, overseas markets are still full of opportunities.
For other domestic brands aspiring to go global, as long as they fully leverage their own advantages, accurately lay out channels, and carefully refine the user experience, they too can make a mark in overseas markets and write their own brand success stories.
