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In recent years, the global small kitchen appliances market has experienced explosive growth.

According to grandviewresearch data, in 2024,the global small kitchen appliancesmarket size is valued at$29.09 billion. It is expected that from2025 to 2030, the market's average annual compound growth rate will reach5.9%.

By2030,the global small kitchen appliancesmarket size is expected to exceed$40.9 billion. Behind this rapid growth is consumers' ongoing pursuit of convenient and healthy lifestyles.

 

Image source: grandviewresearch

Although small kitchen appliances have now become essential daily items in modern family life, as early as2008, these products were still in the early stages of the consumer market and were considered a relatively niche category for consumers at the time.

At this early stage when the market was not yet mature, a Chinese company identified the potential development opportunity, and used health pots and steamers as its main products to break into the small appliances market. Through continuous market expansion, it eventually grew into a leading brand in this niche sector.

This company is theShenzhen small appliance brandBUYDEEM (Beiding).

Reportedly, the brand's2024 operating revenue reached 587 million yuan, an increase of 11.02% over the same period last year, accounting for 77.84% of the company's total revenue.

Currently,BUYDEEM's product line has successfully entered major overseas markets such as North America, Europe, Japan, and Southeast Asia, with a sales network covering more than 70 countries and regions worldwide, making it one of the most influential brands in the small appliance industry.

 

Image source: Google

Transformation from OEM to Independent Brand

It is understood thatBUYDEEM is an independent brand under Shenzhen Beiding Technology.

Tracing its development history, the predecessor of this company can be traced back toJinghui Technology (Shenzhen) Co., Ltd., founded in 2003. As a global leader in small kitchen appliance manufacturing at the time, Jinghui Technology provided OEM services for international brands such as Whirlpool, Morphy Richards, and Breville, with an annual production capacity of about 4 million units and a global market coverage rate of up to 60%.

In 2008, the outbreak of the global financial crisis became an important opportunity for the company's transformation. Faced with drastic changes in the market environment, the founder adjusted the company's strategic direction from pure OEM production to independent brand building, officially launching the Beiding brand.

In the early stage of transformation, the company focused on the small appliance sector, successively launching health pots, water dispensers, steamers, and other products, gradually opening up the market.

 

Image source: BUYDEEM

In 2019, Beiding Technology ushered in a major turning point, beginning to enter overseas markets with its independent brand BUYDEEM, establishing a high-end and differentiated market positioning. Centered on the two core concepts of dietary health and quality living, it deeply explored users' actual needs and created a product series with unique value.

In June 2020, with Beiding shares successfully listed on the Shenzhen Stock Exchange's Growth Enterprise Market, the BUYDEEM brand accelerated its global layout, exporting products to Europe, North America, Japan, and Southeast Asia.

In the following years, after continuous development,BUYDEEM has become the most important business growth point for Beiding Technology. Of the company's total annual revenue of 750 million yuan in 2024, the BUYDEEM brand contributed 587 million yuan. Among them, core products such as steamers and health pots continue to be hot sellers in overseas markets, winning the favor of many families.

 

Image source: BUYDEEM

Refined Operations on Social Media Platforms

In today's era of social media, if brands want to expand their product influence, relying solely on product design that meets user needs is far from enough. It is necessary to leverage the power of social platforms to spread brand information more widely to target consumer groups.

Therefore,the BUYDEEM brand chooses to carry out precise marketing on mainstream social media platforms such as TikTok and YouTube. By leveraging the communication advantages of these platforms, the brand's products can be discovered and understood by more potential consumers, ultimately achieving sales conversion.

--Tuke：

OnTuke, the BUYDEEM brand attaches great importance to influencer marketing, establishing close partnerships with top influencers in vertical fields, and deeply embedding product functions into daily life scenarios through scenario-based content.

 

Image source: Tuke

The Tuke home cooking influencer @msshiandmrhe, with 5.5 million followers, has collaborated with the BUYDEEM brand to shoot promotional videos for several small appliance products.

 

Image source: Tuke

For example, in one video, the influencer used the BUYDEEM health pot to make a variety of dishes, including stewing soup, steaming rice, and brewing tea, intuitively demonstrating the product's multifunctionality.

So far, this video has received1.2 million views and 169,800 likes.

Many users commented that the product is suitable for dormitories and other small spaces:

"It looks perfect for cooking food alone in a dorm."

"Wow, this is really useful for dorm life."

 

Video source: Tuke

It can be seen that these lifestyle videos where influencers personally use and cook various dishes can attract the attention of potential users and greatly help promote purchase conversion.

--YouTube：

OnYouTube, the BUYDEEM brand chooses to collaborate with professional food bloggers, showcasing product performance through more detailed video content.

The food blogger TheOpms, with 875,000 subscribers, is a BUYDEEM brand partner and shot a usage video for BUYDEEM's slow cookers of different sizes.

So far, this video has reached15,000 views.

In this video, bloggerTheOpms first uses the small-diameter slow cooker to stew chicken, then uses the larger slow cooker to cook rice. During use, he also demonstrates the cooking methods of different sized pots in detail, including temperature adjustment and menu selection functions.

 

Image source: YouTube

Users shared their experiences below the video, and some potential users expressed their intention to purchase:

"I bought this slow cooker and made chili stew with it for the first time, and it turned out pretty well."

 

Image source: YouTube

"Looks delicious! It looks great! I also love that slow cooker."

 

Image source: YouTube

It can be seen that this long video format allows users to fully understand product features, which greatly helps them make purchase decisions.

Building an Independent Website

In addition to marketing on social media platforms,the BUYDEEM brand has also built its own overseas independent website. The color scheme is mainly clean white and green, which matches the product tone of small kitchen appliances.

 

Image source: BUYDEEM

On the homepage of the independent site,BUYDEEM divides its products into five categories: cookware, cups, kettles, toasters, and steamers, making it easy for consumers to quickly find what they need. This clear categorization can enhance the user shopping experience.

 

Image source: BUYDEEM

The site also has a user review section, displaying real feedback from consumers who have purchased. These user-generated contents help increase goodwill and build trust in the brand among potential users.

 

Image source: BUYDEEM

In addition, the independent site also displays various awards won by the products. These authoritative recognitions further enhance the brand's credibility and help reduce users' purchase concerns.

Therefore, when promoting overseas, everyone can follow the example of theBUYDEEM brand, using social media marketing and building independent sites to provide users with a complete brand experience, forming a closed loop from product understanding to purchase decision.

 

Image source: BUYDEEM

Thoughts on Entering Overseas Markets

BUYDEEM's overseas practice demonstrates a feasible path for Chinese brands to explore overseas markets. This case shows that with a focus on product strength and precise grasp of different market characteristics, Chinese brands are fully capable of gaining recognition in overseas markets.

For companies currently considering overseas opportunities, the important thing is to take the first step. Starting with target market selection, then product positioning, channel building, and marketing promotion, every step needs to be planned pragmatically and meticulously.

Now is a great time for Chinese brands to go global. Overseas consumers' perception of "Made in China" is constantly improving, creating new opportunities for Chinese brands that focus on quality and user experience. The key is to find the right positioning, use solid products and sincere communication, and build lasting connections with overseas consumers.