360In recent years, as global demand for high-tech products continues to rise, many Chinese brands have actively taken steps to expand overseas, seeking new development opportunities. Baseus is one of them.
At the financing press conference held in April, Baseus announced that it had completed a Series A financing round worth hundreds of millions of RMB, demonstrating its strong growth momentum.
Innovation Director Chen Linsong stated at the conference: "The company leads the nation in sales of GaN fast chargers in the charging and TWS sectors, and ranks among the top globally. TWS Bluetooth earphones account for over 2.5% of global shipments. Currently, Baseus has established sales points in the US, UK, Germany, Japan, Indonesia, and other countries, with overseas sales accounting for about 40% of the total."
Baseus Technology Financing Press Conference
How did Baseus stand out in the fiercely competitive 3C electronics market?
The answer is multi-channel marketing to open up overseas markets!
According to TuKe, Baseus has been actively expanding overseas markets since 2017. Online, it entered the e-commerce platform Shopee and set up multiple sites，to make it easier for users to purchase through multiple channels. It also joined globally recognized e-commerce platforms such as Amazon and Alibaba International.
Image source: Amazon
Image source: Alibaba International
To further expand internationally, Baseus has also opened flagship stores and physical shops in many countries and regions worldwide, increasing offline sales channels so that products can reach target consumers more directly and conveniently, thereby enhancing brand influence and market penetration.
Baseus physical store in Poland
In addition, Baseus has invested heavily in overseas social media marketing.
As is well known, for 3C digital technology products, image display alone is far from enough, as it cannot intuitively show product usage, performance, or unique selling points. In contrast, video promotion effectively combines visualization and word-of-mouth, presenting consumers with more comprehensive and detailed product information.
Baseus has made full use ofTikTokto showcase and promote its brand products, achieving deep reach among overseas consumers. As of August 2024, Baseus’s official TikTok account had 295,900 followers, 638,400 likes, and its most popular video reached 2.3 million views!
Baseus TikTok account followers and likes
Baseus TikTok account video views
Baseus’s success on TikTok is closely tied to its collaborations with TikTok influencers. To promote the Baseus Bowie MA10 noise-cancelling earphones, Baseus partnered with multiple TikTok creators from different fields to shoot promotional videos, including music band creator ontheoutside, travel creator jordan.neves, music creator milrosemusic, and lifestyle sharer btypep.
Image source: Baseus TikTok account video content
At the same time, Baseus also launched a viral challenge for the Bowie MA10 noise-cancelling earphones on TikTok, attracting many users to participate, watch, and purchase, greatly boosting Baseus’s brand awareness and shipments. The final results: #1 in earphone searches on Amazon, and top 15 best-selling products during peak shopping periods.
Baseus TikTok account video content
Baseus’s official TikTok shop has also performed well. According to TuKe, Baseus’s TikTok shop has 30,200 followers, 221 products for sale, a historical total sales volume of 103,800 items, total historical sales revenue of Rp22.721 billion, and a total of 2,151 influencers involved. A single livestream can generate sales of Rp907,800-1,316,000, showing its impressive strength.
Image source: fastMoss
And not only TikTok—Baseus also works on YouTube. On YouTube, it continues to focus on influencer collaborations for promotion.
For example, in a power bank review on YouTube, tech blogger driggsy posted a video reviewing the Baseus power bank. Despite having only 37,800 followers, the review video received 1.05 million views and 24,000 likes.
This review video, less than 1 minute long, is edited cleanly and smoothly, with precise copywriting, fully showcasing the advantages of Baseus power banks: fast charging, portability, and multi-port charging.
driggsy’s YouTube account video views + likes
With its high overseas shipments and strong brand influence, Baseus has set an example for the internationalization of Chinese brands.
We look forward to more domestic brands learning from its success in the future, winning consumers’ love and trust through precise market positioning, innovative product design, and effective marketing strategies.
