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In recent years, as consumer demand for smart home products continues to grow, the global smart home market has shown a rapid growth trend.

According to data from grandviewresearch, the global smart home market has entered a stage of rapid development since 2018. Its scale in 2024 is estimated at about $127.8 billion, and is expected to achieve a compound annual growth rate of 27.0% between 2025 and 2030.

While the wave of intelligence is sweeping the globe, it is also driving Chinese smart home companies to accelerate their Tuke pace. Among the many Tuke brands, Aqara from Shenzhen stands out.

 

Image source: grandviewresearch

Reportedly, since 2019 when it began to vigorously expand overseas markets, the Aqara brand has successfully entered major markets such as North America and Europe.

Currently, it has more than 11 million users worldwide, with device activations exceeding 36 million units, making it a true unicorn in the IoT field.

 

Image source: Google

From technological accumulation to Tuke branding: Aqara's development path

It is understood that the story of Aqara's birth dates back to 2009.

At that time, co-founder Mr. You chose to return to China to start a business and founded Green Expansion Technology, mainly focusing on building control systems and energy-saving transformation and intelligent upgrades in public buildings.

In 2014, with the rise of the smart home concept, Green Expansion Technology officially changed its name to Lumi United Technology and began a strategic transformation, entering the smart home field.The following year, Lumi United Technology launchedtheXiaomi smart home kit, with sales exceeding one million units, initially establishing a foothold in the industry.

2016becameakey turning point, Lumi United Technologyofficiallylauncheditsown brandAqara, establishingthewhole-house intelligence development direction.

 

Image source: Google

By2021, Aqaraachieved cross-platform compatibility,with more than 10 categories and over 100 devices integrated intotheApple HomeKit ecosystem,enablinginterconnection withothermainstream smart platforms.

It is precisely this open and compatible development strategy that has enabledAqara to gain dual recognition from the market and capital.

Reportedly,between 2014 and 2021, the company completed five rounds of financing, totaling over 1 billion yuan, with investors including Xiaomi, Shunwei Capital, Shenzhen Venture Capital, and other well-known institutions.

Today,Aqaraproducts cover more than 30 smart home fields such as smart door locks, environmental monitoring, and security systems, with over 1,000 SKUs, and have successfullyestablished cooperation withmanyinternational mainstream smart platforms, including Apple, Google, Xiaomi,Samsung,Amazon, becoming the only whole-house smart brand in the global IoT industry to be selected for the Hurun Global Unicorn List.

 

Image source: Google

Social media marketing: Touching overseas users with real-life scenarios

Aqara's overseas development strategy is not limited to product and platform interconnection. While continuously improving product strength and brand advantages, it also attaches great importance to social media marketing. As one of the most popular social media platforms worldwide, TikTok has naturally become one of Aqara's key channels.

On TikTok, Aqara has established partnerships with several tech influencers, who post real-life usage scenario videos to show how its products integrate into daily life, sparking resonance and interest among target users.

TikTok tech influencer @thejunglebadger, who has2.7 million followers, filmed a daily home usage video for Aqara's scene sensor. video.

 

Image source: TikTok

In the video, influencerthejunglebadger installs and uses Aqara's scene sensor at home, showing how he can monitor the presence, absence, entry, and exit of people in the space in real time through the app on his phone. When the indoor lighting is dim, the sensor also controls smart lighting, changingthe lights.

So far, this video has exceeded one million views, with 40,200 likes.

Many users left comments after watching the video, expressing interest:"This is so cool!" "Need one." "How much?"

 

Video source from influencer thejunglebadger's TikTok account

Omni-channel layout: Coordinated development online and offline

In addition to vigorous marketing on social media platforms, Aqara also attaches great importance to building sales channels, adopting a strategy that combines online and offline sales.

Online,Aqarabrandhas enteredAmazon,Walmartandnewegg and other mainstream e-commerce platforms,using the huge user base of these platforms to achieve sales coverage.

 

Image source: Amazon

At the same time, Aqara also attaches great importance to the construction of its independent site. On the homepage,Aqara brandclearly divides its products into six major categories such as smart sensors and smart cameras, making it easy for users to quickly find the products they need.

 

Image source: Aqara

The site also has a user forum, regularly holds holiday-themed events, and encourages user interaction through a points reward system. These measures greatly help to close the distance with users and increase user activity and stickiness.

 

Image source: Aqara

Offline channels, Aqarahasestablished cooperation with Apple Store retail stores and online stores worldwide, and has also carried out a series of collaborations with large supermarkets and electronics distributors.

This year, according to the latest brand news, Aqara opened its first showroom experience store in the Middle East and North Africa region at Galleria Al Maryah Island in Abu Dhabi.

The store can simulate real-life scenarios, allowing customers to personally experience the convenience brought by smart homes. It also provides professional consulting, installation services, and after-sales support, forming a complete offline service chain.

 

Image source: Google

Conclusion

Looking at Aqara's Tuke journey, it presents us with a clear Tuke roadmap: using technological strength to open the market, connecting with users through content, and ultimately supporting long-term brand development with omni-channel coverage.

For other domestic brands still on the sidelines, this is believed to be a good reference path. However, while learning and drawing lessons, we also need to take the first step steadily and avoid seeking quick success.

In this way, it is believed that more and more domestic brands will reach new heights in overseas markets in the future,showcasing the charm of Chinese brands.