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In recent years, with consumers' pursuit of quality life and higher demands for entertainment experiences, the projector market has shown a booming development trend.

According to data from the market research agencymarket.us, the global pico projector market size is expected to grow from $6.4 billion in 2024 to about $41.3 billion in 2034. Between 2025 and 2034, the market's average annual compound growth rate will remain at around 20.5%.

 

Image source:market.us

Although projectors have now become an entertainment choice for many households, a few years ago, projectors were still a rather niche product. At that time, most families still used televisions as their main entertainment medium, the market usage rate of projectors was extremely low, and many people had never even considered purchasing such products.

During this market gap, a Chinese company seized the development opportunity. They chose projectors as their entry point, continuously explored overseas markets, and eventually became an industry benchmark in this niche field.

This company is the consumer electronics brand fromGuangdong ShenzhenVANKYO.

It is reported that the brand's first projector product became the sales champion in North America on Amazon just five months after its launch, and after ten months, its market share on Amazon US jumped to first place, with sales quickly surpassing the 100 million yuan mark.

So far,VANKYO's products have been sold to more than 100 countries and regions around the world. Statistics show that out of every 400 households globally, one is a loyal user of VANKYO. This once little-known Chinese brand has now become an important player in the overseas home entertainment market.

 

Image source:VANKYO

Brand Development: Leveraging Third-Party Platforms to Open Overseas Markets

It is understood thatVANKYO was established in 2017 and is a consumer electronics brand under Shenzhen Wantuo Technology Innovation.

The main founder of Wantuo Technology Innovation,Vincent, had experience selling Chinese products on Amazon to support himself while studying in the US. In 2011, he started a business with friends, importing electronics from Shenzhen and selling them under his own brand. In practice, he quickly encountered problems such as poor communication with suppliers and technical barriers, making it difficult to ensure product competitiveness and quality.

So, he decided to return to China to start a business, and in2017 officially founded Wantuo Technology Innovation. In the same year, the VANKYO brand was launched.

 

Image source:VANKYO

In February 2018, the VANKYO brand embarked on its Tuke journey, with its first stop being Amazon US, leveraging the mature third-party platform to sell its first projector product. In May of the same year, VANKYO also launched on Amazon Europe and Japan, further expanding its overseas market coverage.

In terms of product strategy,VANKYO set the price of its projectors in the $100-300 range, maintaining a low price while ensuring performance. This strategy met consumers' needs for projector products with clear images, excellent sound quality, compact size, and portability.

With its high cost-performance advantage, its projector products became the sales champion onAmazon North America in July 2018, and in December of the same year, its market share on Amazon US jumped to No. 1, with sales surpassing 100 million yuan, winning many loyal consumers who love the brand.

Subsequently, as the business developed,the VANKYO brand did not limit itself to the Amazon platform, but successively entered third-party e-commerce platforms such as eBay, AliExpress, and Rakuten, selling products to more regions around the world through multi-channel distribution.

 

 Image source: Amazon

Social Media Marketing:Precise Targeting on TikTok Platform

In the era of social media, brands relying solely on high cost-performance sales on third-party platforms is far from enough. They also need to conduct effective marketing through social media platforms, so that more potential users can learn about and recognize the brand.

For example,the VANKYO brand chose to carry out precise marketing on mainstream social media platforms such as TikTok, usingthe platform's communication advantages to allow morepeopleto discover and learn about the brand's products, ultimately achieving sales conversion.

On theTikTok platform, VANKYO mainly cooperates with influencers in the fields of home, outdoor, technology, etc., attracting potential users by showcasing the use scenarios of the products in daily life.

The TikTok home sharing influencer @lucymassad, who has 296,700 followers, shot a video of daily use for VANKYO brand projectors.

 

Image source:TikTok

In the video, influencerlucymassad uses a VANKYO brand projector in her bedroom at home, filming the entire process of using it to binge-watch TV shows.

As of now, the video has 2.2 million views and 174,100 likes.

In the comments section of the video, some potential users interested in such products left messages:"I have a white wall in my bedroom! I need this (projector) right now!"

 

Image source:TikTok

Other users were inspired to buy and expressed a strong intention to purchase:"When she mentions what model projector she bought, someone please remind me!!!"

 

Image source:TikTok

Independent Website Construction: Building a Brand's Own Position

In addition, in the process of expanding overseas markets,the VANKYO brand's layout in sales channels did not stop at third-party e-commerce platforms. In October 2018, it began building its own overseas independent website.

The independent website is entirely owned by the brand, so there is no risk of business interruption due to account loss. Moreover, there is a synergy between the independent website and social media platforms. When potential users are attracted by projector content on social media, they can seamlessly jump to the brand's independent website to complete the purchase conversion.

 

Image source:VANKYO

The design of VANKYO's independent website is clear and concise, dividing products into five categories such as home projectors and laser projectors, and setting up a best-selling section to help consumers quickly find the categories suitable for home use and the specific products they want to buy.

 

Image source:VANKYO

On the site,the VANKYO brand also lists the streaming service platforms it cooperates with, informing users that after purchasing a projector, they can watch video content from platforms such as YouTube, Netflix, and Apple TV for free, which greatly helps to increase users' willingness to buy.

 

Image source:VANKYO

Therefore, other domestic brands can also, likethe VANKYO brand, establish their own independent websites while using third-party platforms for sales when deploying overseas.

With an independent website, brands can reduce their dependence on third-party platforms and firmly grasp autonomy. At the same time, social media platforms continuously deliver targeted traffic to the independent website, which can effectively receive and convert this traffic, forming a closed marketing loop and laying the foundation for the brand's long-term and steady development.

Conclusion

VANKYO's Tuke journey reveals a simple but often overlooked fact: onthe shelves of overseas markets,the standards by which consumers choose products are surprisingly consistent. That is,is it good enough?Is it worth the price?

This Shenzhen brand has proved with its actionsthatso-called Tuke success is just about quietly changing“Made in China”to“consumer needs”. They did not get entangled in cultural differences, but focused on solving the needs that exist in every family—how to enjoy big-screen viewing more cheaply and conveniently.

Perhaps what Chinese brands should learn most about Tuke is this pragmatic spirit of thinking less about labels and more about needs. When your product can naturally integrate into the daily life scenarios around the world, national borders are just a line on the map.