With the acceleration of urbanization, traffic congestion has become increasingly prominent, prompting people to pay more attention to convenience and flexibility when choosing their means of transportation. Thanks to its convenience and flexibility, electric scooters have become the new favorite for many office workers and students, driving the continuous growth of the electric scooter market.

According to data from marketresearchfuture, the global electric scooter market was valued at $23.5 billion in 2021, and it is expected to grow at a compound annual growth rate of 7.00% from 2022 to 2030.

By 2030, the global electric scooter market is forecasted to reach $40.37 billion, showing even stronger growth momentum.

Image source: marketresearchfuture

In this market, Europe and the United States undoubtedly occupy a dominant position. They allow electric scooters and balance vehicles on the road, and some regions have even launched shared electric scooter services, fully reflecting the huge demand for electric scooters in these areas.

It is against this industry backdrop that an outdoor electric brand fromLishui, Zhejiangseized the opportunity. Targeting the European and American markets and using electric scooter products as an entry point, it successfully entered the cross-border e-commerce overseas market.

In 2023, the brand's total revenue reached 2.144 billion yuan, with electric scooters alone generating 718 million yuan in revenue, a year-on-year increase of 4.52%, accounting for 33.49% of total revenue.

Entering 2024, its development momentum is even stronger, with total revenue in just the first half of the year reaching 1.391 billion yuan, a year-on-year increase of 77.23%. This brand isGOTRAX.

Image source: GOTRAX

From Family Business to Global Brand: Accurately Entering the New Energy Track

It is reported that GOTRAX is a brand under Zhejiang Taotao Vehicle Industry, focusing on electric mobility products.

Mr. Cao, the founder of Taotao Vehicle Industry, was born into a business family and is a true "second-generation rich." The family has long been engaged in traditional businesses such as hardware casting. However, he did not choose to inherit the existing family business, but instead founded Taotao Vehicle Industry.

With his previous extensive industry experience accumulated in the United States, Mr. Cao noticed the prevalence of environmental awareness in Europe and the United States and the huge potential of the new energy smart mobility market. He decided to focus the company's development on the new energy and healthy mobility sectors.

In 2017, he officially established the GOTRAX brand, producing electric mobility products for mass consumers.

As of 2022, the company has sold more than 1 million electric mobility products in total, becoming one of the leading manufacturers in the global electric vehicle field.

In 2024, the GOTRAX G4 model scooter was also rated as one of the best electric scooters of 2024 by the US CNN news website.

Image source: GOTRAX

Social Media Marketing: Accurately Reaching Potential Users​

In the European and American markets, social media is the core channel for brand promotion. Therefore, the GOTRAX brand chooses to interact directly with consumers through social media, attracting potential users with real-life scenarios and emotional content.

1. TikTok: Building Emotional Connections with Creative Content​​

The official GOTRAX TikTok account @ridegotrax currently has 21,100 followers and 67,200 likes.

Image source: TikTok

Its short video content focuses on showcasing the actual usage scenarios of the products, such as being able to ride smoothly on rugged mountain roads and having strong electric performance, to attract young users who pursue outdoor experiences.

Image source: TikTok

The GOTRAX brand also collaborates with TikTok influencers of different styles, enhancing the brand's affinity through warm and interesting creative videos.

For example, TikTok influencer @a.j.befumo, who has 2.8 million followers, shot a creative short video for the GOTRAX brand.

Image source: TikTok

In the video, influencer @a.j.befumo gives a GOTRAX scooter as a birthday gift to his son. The son's surprised reaction resonated strongly with users, ultimately garnering over 6 million views and 517,300 likes.

In the comments section, some users sent birthday wishes to the influencer's son, while others were "influenced" and directly commented: "I also want a birthday gift like this!"

Such authentic videos showcasing the daily life of American families perfectly match the preferences of local American users. When users see the product's performance in real-life scenarios, they are more likely to form an emotional connection with the product, which not only helps increase the brand's exposure and awareness but also adds more warmth to the brand.

Image source: TikTok

2. YouTube: Professional Reviews Enhance Trust​​

Unlike the relaxed style of TikTok, the GOTRAX brand prefers to collaborate with professional tech influencers on YouTube, enhancing user trust in the products through in-depth reviews.

Electric tech influencer Electric Scooter Guide, who has 147,000 subscribers, is one of them. He shot an in-depth outdoor review video for the GOTRAX GX1 and GX2 electric scooters. So far, the video has reached 78,000 views.

In the video, Electric Scooter Guide analyzes in detail the scooter's battery life, power performance, and performance under different road conditions. This professional and in-depth review approach helps users gain a more comprehensive understanding of the product.

Image source: YouTube

Many users left comments under the video:

"I bought the GX1 and GX2! I love them! When will you release the review for the GOTRAX GX3? If I don't watch your review, I won't buy the GX3."

"I really like this scooter! The best scooter review video ever."

"I hope more companies make foldable ones so that when you need it, it's easy to store in the car trunk."

Image source: YouTube

Independent Website Layout: Reducing Platform Dependence​

In order to achieve sustained and stable development in overseas markets, in addition to actively deploying on social media platforms, the GOTRAX brand also consolidates its market position by building a diversified sales network. In addition to selling on well-known third-party e-commerce platforms such as Amazon, Alibaba International, and eBay, it has also established its own independent website.

The advantage of selling through third-party e-commerce platforms is that these platforms have a huge global user base, which can help brands quickly reach target customers in different countries and regions, achieving a "wide net" effect and expanding the brand's influence and market coverage.

On the other hand, building an independent website allows the brand to avoid fierce competition on third-party e-commerce platforms, reduce consumers' price sensitivity, and gain more freedom in pricing. At the same time, it can also reduce transaction commissions or fees paid to third-party platforms, increasing its own profit margin.

In addition, the existence of an independent website also helps the brand collect users' contact information, shopping habits, and other data, providing strong support for the brand's long-term development.

Image source: GOTRAX

Conclusion: New Thinking for Chinese Brands Going Global

The overseas expansion of the GOTRAX brand undoubtedly provides a reference sample for domestic enterprises. Its success tells us that going global is not an unattainable goal, but a strategy that can be achieved step by step.

Don't be limited to the involution competition of the domestic market. We should broaden our horizons to overseas and actively seek new growth opportunities.

At present, the global consumer market is undergoing restructuring, which is creating a rare window of opportunity for domestic enterprises.

As long as the product is strong enough, the strategy is accurate enough, and the execution is steady enough, I believe domestic enterprises can definitely win their own place in the global market!