64In today's smart home sector, robot vacuums, floor washers, pool cleaning robots...these seemingly niche cleaning products are sparking wave after wave of buying frenzy overseas.
And the key driver behind their journey from being ignored to selling out globally isTikTok.
Today, let's look at three cases of smart cleaning brands that are hot sellers overseas, and see how they leveragedTikTok to win over overseas consumers and achieve brand transformation.
Image source:Google
01
Lefant:
Winning over Gen Z with pet cleaning scenarios
Shenzhen brandLefant did not initially focus on robot vacuums, but after years of exploring the smart home field, it finally found its niche in home cleaning robots.
What truly helped it gain a foothold in overseas markets wasTikTok's precise pet cleaning content strategy.
OnLefant's TikTok account, you can hardly see any stiff advertising.
Instead, there are real home scenarios: cat litter is easily vacuumed up, dog hair is cleaned thoroughly.
There are even deliberately set"extreme tests"—
such as hair entanglement, obstacle avoidance, etc., intuitively showcasing the product's powerful suction and smart obstacle avoidance capabilities.
Image source:TikTok
This type of content is not only intuitive, but also hits the pain points of pet-owning families in Europe and America.
Statistics show that about70% of American households have pets, and cleaning pet hair is a frequent and urgent need. Lefant doesn't talk about smart cleaning in general, but focuses on pet families as a specific group, using scenario-based content to resonate with them.
In addition,Lefant also collaborates with home influencers like @lifetipsfromus, further strengthening product credibility through real user experience sharing.
Users actively ask about product details in the comments, and even directly express their intention to buy, forming a complete chain from watching→interest→conversion.
Image source:TikTok
02
Aiper:
Scenario-based seeding for pool cleaning robots
IfLefant captured pet families, then Shenzhen brand Aiper targeted another niche market: pool cleaning.
OnTikTok, Aiper doesn't just emphasize technical specs,but instead collaborates with influencers who have pools at home to showcase the product's real working status in actual pools.
Image source:Google
For example,@thehomebadger, who has 840,000 followers, posted a video of the Aiper Scuba X1 Pro Max cleaning a pool, showing the robot's movement and cleaning abilities on the floor, walls, and even the water surface.
This video received7.2 million views and over 84,700 likes, with users asking about price, weight, and other practical questions in the comments.
This kind of "what you see is what you get" content makes the previously niche pool cleaning robot tangible and perceptible, greatly lowering users' decision-making threshold.Through real, relaxed, and visual content, let the product speak for itself.
Image source:TikTok
03
Ecovacs:
Multi-account matrix+topic challenges to build brand awareness
Compared withLefant and Aiper, Ecovacs' layout on TikTok is more systematic and large-scale.
Ecovacs operates nearly10 TikTok accounts in multiple countries and regions worldwide, with a total fan base of nearly 1.4 million.
Image source:TikTok
Among them,@ecovacs_global account has over 360,000 followers, with content covering new product unboxing, cleaning tutorials, lifestyle theater, and more, closely matching local users' viewing habits.
InSpring 2022, Ecovacs also leveraged the UK TikTok Shop platform to launch an integrated promotional campaign called "Spring Clean Season", teaming up with six cross-field influencers to build momentum.
They also simultaneously launched the#handsfree challenge, encouraging users to create short videos about "freeing your hands" with a reward mechanism, successfully igniting user participation.
This combination of account matrix+topic challenge not only boosts brand exposure, but also enhances user interaction, helping Ecovacs gradually establish its image as a smart cleaning expert in overseas markets.
Image source:TikTok
04
Summary:
TikTok becomes the "amplifier" for smart cleaning brands going global
FromLefant, Aiper to Ecovacs, we can see a common logic:
TikTok is not just a sales platform, but a scenario-based communication ground for brands to build trust and showcase value to users.
The reason these brands succeed onTikTok lies in:
1) Authentic content:Not over-packaged, but moving users with real scenarios;
2) Segmented audience:Focusing on precise groups like pet families, pool users, etc.;
3) Visual format:Intuitively showcasing product features through short videos;
4) Interactive communication:Amplifying voice through influencers, challenges, etc.
For smart cleaning brands that are going global or preparing to,TikTok is no longer an optional channel, but a must-win battlefield.
As long as you find the right entry point and use the right content strategy, even a niche category has the chance to"compete" for tens of millions in overseas sales.