A Tuke lifestyle video, with 600,000 views and 40 orders in a single day, unexpectedly enabled a 30-year-old fitness company from Zhejiang to fully open up the overseas market!

In 2024, Umay achieved annual sales of $4 million through Tuke, selling 70,000 units of a single Pilates board, with overseas prices soaring to three or four times the domestic price.

"That video was so down-to-earth, it went viral instantly, with over 600,000 views in a single day and more than 40 orders sold," said an Umay employee in an interview.

This seemingly accidental viral video kicked off Umay's explosive growth in overseas markets. Behind this is thirty years of accumulation, from a small OEM factory to an independent brand, and even more so, a precise breakthrough in the social e-commerce era of "goods finding people".

 

Reference video Image source:Tuke

Thirty Years of Accumulation: From OEM Workshop to Tuke Brand

Umay is not a newcomer to the industry, having been deeply involved in the fitness equipment sector for thirty years. Back in the 1990s, it was just a small workshop in Yongkang, Zhejiang, specializing in OEM treadmill parts.

Later, as the company gradually grew, in 1999 it began cooperating with American brands, accumulating a wealth of production and supply chain experience. By 2002, its self-developed products were already being sold in more than 60 countries, effectively getting a head start in the international market.

In 2007, Umay officially established its own brand, completely transforming from "OEM for others" to "making its own brand". Afterwards, it even cooperated with major enterprises such as China Aerospace and Huawei, applying aerospace technology to treadmills and becoming a leading player on domestic e-commerce platforms, with a single folding treadmill selling tens of thousands of units a year.

However, the domestic market became increasingly crowded, with everyone engaging in price wars and profit margins getting thinner. Fortunately, with thirty years of technical and production foundation, Umay decisively turned to explore overseas markets, laying the groundwork for later explosive sales.

 

Image source:Umay

Tuke: Content E-commerce Opens Up New Horizons

In fact, when Umay first entered Tuke, they were not optimistic about the platform. In their view, being able to sell 20 orders a day on Tuke was already a good result.

Because of this mindset, in the early stages they did not put much effort into Tuke operations, simply synchronizing bestsellers from Amazon, and even the promotion model was very formulaic: "send samples, wait for feedback".

This is also a common problem for many Tuke brands, and the result is obvious: it did not make any waves.

This situation continued until early 2024, when the Umay walking machine video became a hit, and Umay finally realized: "The underlying logic of business is shifting from search-based 'people looking for goods' to resonance-based 'goods finding people'."

Afterwards, Umay completely changed its strategy: relying on proven good products, building brand awareness through authentic content, and precisely seizing marketing opportunities to achieve explosive growth.

 

Image source:Tuke

In September 2024, another Umay product, the Pilates fitness board, became a hit on Tuke Shop.

This time, the Umay team drew on domestic e-commerce experience, choosing to test the waters with small-batch inventory, launching marketing and content layout simultaneously, and leveraging niche influencers, limiting video types to lifestyle scenarios.

 

Image source:Echotik

Take Tuke influencer @jenniffaahh as an example. She is a fitness influencer (niche) with 21,800 followers, and her videos are mainly about daily fitness routines. Because of this, her video style perfectly matches Umay.

In her collaboration video with the brand, @jenniffaahh did not introduce the fitness board in detail, but naturally showcased the product's features during use.

Once released, the video quickly surpassed one million views, and now has reached 4.2 million views, bringing the brand an estimated $182,400 in sales.

 

Image source:Tuke

With the help of high-quality influencer content, sales of Umay Pilates boards quickly experienced explosive growth, ultimately selling about 70,000 units in 2024, with overseas prices three to four times higher than domestic prices.

With the experience of these two cases, Umay has now formed a relatively stable marketing model on Tuke.

Data shows that just for Umay's Tuke US store, Umay US, there are 10,500 associated influencers, with 4,963 new influencers added in the past 30 days, achieving a total sales of $5.7605 million, accounting for 77.87% of the store's total sales.

 

Image source:Echotik

Live Streaming Sales: Conquering the European Market

In March 2025, Tuke Shop opened new markets in France, Germany, Spain, Italy, and other European countries, and Umay also entered this brand new field. Umay also took the opportunity to enter this brand new field.

Here, Umay changed its strategy, shifting its focus from short videos to live streaming.

For high-ticket products like treadmills, live streaming can intuitively showcase details and performance, and real-time interaction with the host can also dispel consumers' hesitation to place an order.

In July 2025,Umaycontacted nearly60 influencers to go live simultaneously on the peak day of the big promotion.

With this concentrated effort,Umaysold more than30,000 euros (about 300,000 yuan)on the day,and the treadmill reached No. 1 in the Tuke Shop France fitness category in just one month.

 

Image source:kalodata

Here, let's focus on the brand's self-operated live streaming room. From the data, Umay's live streaming strategy is very simple: maintain two fixed time slots for live streaming every day, continuously train the algorithm's recommendation, and form stable exposure on Tuke.

At the same time, the data also shows that the number of views for Umay's France live streaming room basically stays above a thousand per session, which is a very good result for a brand's self-operated live streaming room.

 

Image source:kalodata

As for the live streaming scene setup, their overall layout mainly revolves around "sports + branding", which is the same logic as domestic e-commerce live streaming: highlight the selling points of the main product. Domestic companies wishing to go Tuke can learn from this model.

Of course, for companies that don't know how to manage time or set up live streaming, working with experienced third-party operators is also a good choice, making things easier and reducing trial-and-error costs.

 

Image source:kalodata

The Rising Array of Chinese Brands

Umay's Tuke journey is a typical microcosm of Chinese brands moving from OEM to building independent brands, and from single-platform to omnichannel layout.

It proves the huge potential of combining quality products with content marketing in the era of social e-commerce.

As platforms like Tuke Shop continue to lower entry barriers, provide logistics support and traffic tilt, more Chinese brands have the opportunity to directly reach global consumers.

On the world's shelves, Chinese brands are being reordered.