It is often said that the first step of Tuke is product selection. If you choose the right products, sales will naturally follow.

However, product selection is by no means a behind-closed-doors exercise; it must be adapted to local conditions. For example, if you want to do business in the US market, you have to seriously consider the local people's living habits and preferences——What do they lack, what do they want? Business opportunities are often born here.

Take the seemingly inconspicuous small humidifier as an example. The reason why it has become an essential small appliance for American households is precisely because it accurately hits several key factors:

Strong essential attribute:Affected by the climate, the US is extremely dry in autumn and winter. Whether it is for respiratory health maintenance, infant care, or pet living environment adjustment, humidifiers are indispensable.

Fast repurchase and iteration:The product life cycle is usually about two years, and there is a consumption habit of whole-house coverage. Many families even achieve one machine per room.

Technical threshold:Unlike those categories that are easily homogenized, humidifiers require deep technical accumulation and manufacturing strength in aspects such as precise humidity control, silent noise reduction, and antibacterial materials.

 

Image source:Google

In addition, market data also confirms this judgment:

According toGrand View Research,the global humidifiermarket sizeis valued atUSD 4.7 billion in 2024, and is expected to growtoUSD 9.3 billion by 2033, with acompound annual growth rateof7.87%during the period.

 

Image source:Grand View Research

It can be seen that this is a golden track with both stock market and incremental potential, which has also attracted many domestic brands to enter the market.

Today, the brand to be discussed isLevoit, which has become one of the leading brands in the US market with multiple humidifier products, securing the No.1 market share. It is also a super dark horse seller on Amazon, with monthly sales reaching500,000 units.

 

Image source:Google

Brand Breakout: From Basement Entrepreneurship to Successful Listing

According to public information,Levoit belongs to Shenzhen Vesync Co., Ltd. (VeSync), and is one of its core brands.

The story of VeSync can be traced back to 2011. At that time, founder Ms. Yang started in a basement in the US with a second-hand 3D printer and several computers, initially mainly doing OEM for Amazon sellers with smart sockets, electronic scales, and other products.

In 2013, Ms. Yang officially established Vesync in Shenzhen, building the main body for cross-border business operations, and continuously strengthening R&D and design capabilities by relying on the supply chain advantages of the Pearl River Delta.

 

Image source:Google

In 2016, she realized that the demand for indoor air quality in the North American market was rising rapidly, so she shifted the business focus to environmental small appliances,and officially launched theLevoit brand.

The brand focuses on humidifiers, air purifiers, and other products, avoiding the track of pure price competition, and instead entering the mid-to-high-end market with technical advantages such as silent operation, antibacterial, and smart control, gradually winning the trust and reputation of American households.

 

Image source:Google

In 2020, VeSync was listed on the Hong Kong Stock Exchange, raising more than USD 200 million, becoming the first domestic company to enter the capital market as a cross-border e-commerce company. After listing, the company accelerated the global layout of brands such as Levoit, with products entering more than 100 countries, and continued to expand its market share in North America, Europe, and other markets.

According to the2024 financial report released by the company, VeSync's annual revenue was USD 650 million (about RMB 4.5 billion), of which the North American market contributed the most, with revenue of USD 480 million, up 11.8% year-on-year, accounting for 73.6% of total revenue.

From the category structure,the core brandLevoit achieved total annual revenue of USD 424 million (about RMB 3 billion), up 29.5% year-on-year, accounting for 64.9% of the parent company's total revenue, and has become the core engine drivingVeSync's overall growth.

It can be said that from a small basement team to the core growth point of a listed company,Levoit has completed a classic transformation from OEM to brand.

 

Image source:Google

Traffic Breakthrough: From Short-term Bestsellers to Long-term Brands

Of course, to continue steady development in the fiercely competitive overseas market, you can't rely solely on technologyand supply chainto fight alone.

Therefore,Levoitbrandset its sights on a broader traffic"battlefield".

Since joining TikTok in 2023, Levoit has regarded it as one of its core operation channels, investing a lot of effort in both self-operated accounts and influencer marketing.

Currently, the brand has 7 accounts searchable on TikTok, among which @levoit_official is the main account, and the others are local accounts set up for markets such as Vietnam, the US, the UK, Indonesia, and Thailand.

 

Image source:TikTok

The main account@levoit_official is also the associated account of the US local store LEVOIT.

Since its opening in2023, this store has so far,achieved total sales of167,400 units, with total sales exceedingUSD 11.4923 million, which is quite impressive.

 

Image source:echotik

In terms of influencer cooperation,Levoit did nottake the"betting on one or two top influencers"approach, but adopted a decentralized strategy, expanding its voice through cooperation with a large number of mid- and long-tail influencers. This approachnot onlyenhances brand exposure, but also effectively reduces marketing costs.

From the brand-related influencer contribution list, it can be seen thatthe brandhas cooperated with24,900 influencers, and released30,200 shoppable videos.

The top influencers on the list mostly have between several thousand and tens of thousands of followers, confirming the brand's wide-net, lightweight cooperation approach.

 

Image source:echotik

In terms of content strategy,Levoitbranddoes not strictly control scripts, but encourages influencers to create freely, in line with their own style.

Searching for the #levoit tag on TikTok, you can see23,500 videos covering reviews, voice-overs, and various life scenarios. Influencers can fully unleash their creativity and showcase the diversity and practicality of the products from different perspectives.

 

Image source:TikTok

For example, TikTok influencer @Keeper of Goods, with only 5,196 followers, posted a video using a Levoit air purifier in January 2024,showcasingthe product's features such as dust mite adsorption, silent operation, and smart control from a daily perspective.

In the end, the video received14.9939 million views,and accumulated189,600 likes,which not only brought considerable traffic and exposure to the brand, but alsodrove9,884 sales, with a transaction amount of USD 411,700.

This also shows: In the content e-commerce environment, the number of followers is not the only decisive factor. High-matching content+precise user groups often bring surprising conversion results.

 

Image source:echotik (top), TikTok (bottom)

Conclusion

Currently, global consumers' attention to home health and quality of life has reached an unprecedented height. Environmental health appliances such as humidifiers and air purifiers have gradually shifted from improvement-type products to routine needs for many families.

This trend is not only reflected in the continuously growing market size data, but also in the behavioral changes of consumers who are willing to pay a premium for technological innovation, reliable quality, and emotional experience.

Therefore, for Chinese brands with supply chain advantages and innovation capabilities, now is the strategic window period to enter this track——market education is basically complete, the growth space is clearly visible, and the competitive landscape is not yet fully solidified.

As long as you can, like theLevoit brand, accurately identify user pain points, continuously refine product strength, and make good use of social media platforms for efficient communication and refined operations, Chinese brands are fully capable of creating their own global business cards.