E-sports is no longer a marginal hobby; it has taken root in the spiritual landscape of contemporary youth, and the path to becoming a professional player attracts countless dream chasers.

However, as China’s e-sports industry advances toward the 300 billion yuan mark and drives a trillion-yuan peripheral market, health issues have become an unavoidable pain point for this group. Due to prolonged sitting and high-intensity, repetitive hand movements, players frequently face occupational diseases such as tenosynovitis, wrist swelling, and lumbar muscle strain.

 

Image source: People’s Daily Online

It is against this industry backdrop that AutoFull keenly captured the urgent demand for healthy and comfortable e-sports equipment among professional players and the wider gaming community. With its deep accumulation of ergonomic technology, it has successfully developed into a benchmark enterprise in the field of e-sports peripherals.

Today, AutoFull has ranked first in China’s e-sports chair sales for six consecutive years. Its products are exported to more than 30 countries and regions worldwide, with cumulative sales exceeding 2 million units, making it a successful example of Chinese brands going global.

 

Deeply Cultivating R&D, Building Core Competitiveness

According to information, AutoFull was founded in 2014, and its founding team has more than ten years of R&D experience in the field of ergonomic computer chairs, laying a solid technical foundation for the brand’s entry into the e-sports market.

In 2016, AutoFull made its debut at the World Cyber Arena (WCA), becoming the event’s only designated e-sports chair sponsor, and cooperated with top teams such as RNG and LGD. With the positioning of “the e-sports chair loved by professional players,” it quickly established industry recognition through event exposure.

 

Image source: AutoFull

In the following decade, AutoFull has consistently maintained the pace of technological iteration.

In 2024, it launched the world’s first bionic massage lumbar technology, which relieves fatigue from prolonged sitting through electric massage and received the “world’s first bionic massage” certification. In the same year, the limited edition e-sports chair co-branded with the “Legend of the Condor Heroes” IP cleverly integrated traditional culture with e-sports trends, sparking a collection craze.

As of 2024, AutoFull has obtained more than 600 technology patents and has won international authoritative certifications such as the German IGR Ergonomics Certification and the American MUSE Design Award.

In addition, in overseas markets, AutoFull has also successfully entered the European and American markets by sponsoring the LEC team Rogue and cooperating with authoritative media such as PCGamer for in-depth reviews, and has established a comprehensive distribution network in Southeast Asia, Japan, and South Korea.

 

Brand Development History Image source: AutoFull

Refined Operations, Building a Global Social Matrix

AutoFull’s explosive popularity in overseas markets is inseparable from its precise multi-platform social media layout.

Instead of simply posting the same content on all platforms, it has developed differentiated content strategies based on the characteristics and user preferences of each platform.

1. TikTok

On TikTok, AutoFull mainly focuses on creative short video content creation, intuitively showcasing product features such as heated red light, cool blue light, and lumbar support tracking, attracting the attention of young user groups.

As of this September, AutoFull’s official TikTok account @autofull has gained 66,000 followers, with single video views reaching 65,700 and a total of 125,900 likes, showing strong momentum.

 

Image source: TikTok

Judging from the content posted by the account, compared to pure science popularization, the audience of the e-sports chair category obviously prefers scenario-based promotional videos. Relevant brands can refer to this when formulating strategies.

 

Image source: TikTok

For example, in a new product promotional video released in August 2023, AutoFull e-sports chair was closely integrated with the character, not only popularizing the innovative functions of the e-sports chair, but also adding a plot to make the content less dull.

This video eventually received more than 1.1 million views, and in the comments section, there were many inquiries such as “request for link” and “does it ship to xx?” This indirectly proves the strong appeal of scenario-based content to the target audience.

 

Image source: TikTok

In addition, AutoFull also pays special attention to cooperation and promotion with TikTok influencers, leveraging their influence and fan base in their respective fields to reach potential consumers.These influencers include e-sports players, game streamers, home review bloggers, etc. Through real experiences and content sharing, product information reaches the target audience in a more natural and credible way.

Take TikTok gaming influencer Matteo Boni as an example. In his collaboration video with AutoFull, he showcases from both actual usage scenarios and functional experience, which is neither too abrupt nor too vague, and clearly presents the product advantages of AutoFull e-sports chairs. He successfully attracted a large number of target users, with the video reaching 2.6 million views.

 

Image source: TikTok

2. Instagram

On the Instagram platform,AutoFullhas alsobuilt a content strategy centered onproduct promotion and multi-scenario display.

On the official account@autofull_official (127,000 followers), they combine e-sports, cute anime, and daily creation in multiple scenarios to showcase products, naturally integrating e-sports chairs into the real lives and interest scenes of target users, strengthening the sense of “product adaptation to personal needs.”

In addition, the brandalsoregularly holds giveawayand otherinteractive activities, such as works sharing and winning chairs for photographers,whichimproves user engagementwhileexpanding the brand’s exposure among emerging groups such as creators.

 

Image source: Instagram

Localized Operations, Deepening Market Penetration

AutoFull adopts a refined strategy in independent site operations, setting up dedicated sites for core markets such as North America, Europe, the UK, and Japan.

In terms of page layout, AutoFull prioritizes the display of promotional information and popular products, quickly guiding user decisions through clear flow design, while maintaining consistency in overall visual tone.

The advantage of this type of design is that it meets the shopping needs of price-sensitive users while ensuring a professional presentation of the brand image. Enterprises interested in building independent sites can learn more about this approach.

 

Image source: AutoFull

In addition, in brand building, AutoFull has chosen to deeply bind itself with top e-sports strength.

They signed CS2 superstar NiKo, who has absolute appeal among global core player groups, as a spokesperson, equating the brand with professional recognition.

So far, the brand has sponsored nearly 2,000 professional events, deeply penetrating mainstream e-sports scenes such as League of Legends (LPL) and Honor of Kings (KPL).

 

Image source: AutoFull

Chinese Brands, Going Global with “Smart Wins”

The success of AutoFull is a microcosm of the globalization of Chinese brands.

It tells us that Chinese brands going overseas can no longer rely solely on cost-effectiveness advantages, but must also depend on technological innovation, brand building, and deep localized operational capabilities.

Facing increasingly fierce competition in overseas markets, Chinese enterprises need more patience, more wisdom, and respect for the rules of the global market.

In the future, we look forward to seeing more Chinese brands like AutoFull, shining with confidence and craftsmanship on the global stage.