588In recent years, the market size of smart wearable devices has continued to expand.
According to the latest data released by fortunebusinessinsights, the global market size of smart wearable devices is estimated to reach $157.3 billion in 2024, and is expected to maintain steady growth at a compound annual growth rate of 34.9% from 2025 to 2032.
Image source: fortunebusinessinsights
The product range in this field is rich and diverse, covering smartwatches, smart bands, smart glasses, smart clothing, and more. Among them, as people pay increasing attention to health management, the demand for smartwatches and smart bands continues to rise, making them mainstream products in the market, widely used in health management, sports monitoring, and life assistance, among many other areas.
Against this industry backdrop, a domestic brand saw an opportunity, focusing on the niche track of smart wearable devices, precisely targeting the mid-to-low-end market, and quickly emerging in the cross-border e-commerce overseas market.
The products are sold in more than 90 countries worldwide, with a user base exceeding 24 million. In the field of smartwatches, its shipment volume ranks among the top four globally, and it even secured the number one sales position in countries such as Spain, Brazil, and Russia.
In 2024, its global sales also broke through 500 million yuan.
It isAmazfit.
Image source: Google
From OEM to Independent Brand: A Reluctant Transformation
It is understood that the Amazfit brand is an important brand under Huami Technology, and its founder Mr. Huang is an outstanding representative in the domestic embedded systems field. In 2013, he reached a cooperation with Xiaomi and founded Huami Technology, focusing on the development of Xiaomi bands.
With excellent technical strength, the first generation of Xiaomi bands sold over ten million units in just 13 months after its release.
However, Huami Technology's ambitions went far beyond this; unwilling to be just Xiaomi's OEM, it actively sought breakthroughs and innovation. In 2015, Huami Technology officially launched the Amazfit brand, embarking on a new journey as an independent brand.
Image source: Google
Entering the Market with Ultimate Cost Performance
At that time, the smart watch market was already monopolized by several international big brands. In contrast, the mid-to-low-end smart watch market was almost blank. Therefore, from the very beginning, Amazfit targeted the mid-to-low-end market and entered with ultimate cost performance.
But low price does not mean compromising on quality. As a key part of the Xiaomi ecosystem, Huami Technology fully leveraged Xiaomi's R&D strength, supply chain advantages, and extensive user base. Thanks to this, the Amazfit brand was able to efficiently promote product iteration and large-scale production, while ensuring that its products maintained high cost performance and provided excellent quality and performance.
Amazfit smartwatches are equipped with heart rate monitoring, blood oxygen detection, sleep analysis, sports tracking, and many other functions, and can seamlessly connect with iPhone and Android devices, fully meeting users' needs in different scenarios.
It is precisely because of its outstanding performance in functional configuration and user experience that the Amazfit brand has successfully stood out in the global market.
Image source: Amazfit
Social Media Marketing: Precisely Reaching Potential Users
Although Amazfit successfully attracted consumers with its ultimate cost-effective products, maintaining brand popularity and standing firm in the fiercely competitive overseas market also requires precise marketing strategies as support.
In Amazfit's marketing layout, social media and influencer cooperation have become key means to expand audience circles and accumulate brand private domain traffic.
TikTok:
To accurately cover user groups in different countries, Amazfit has established a matrix of accounts on TikTok, setting up corresponding accounts for major target sales countries such as Indonesia, the UK, Singapore, and Egypt.
Image source: TikTok
Among them, the most successful account is the TikTok account @amazfit.id for the Indonesian market, mainly used to showcase creative short videos of brand functions, which has accumulated 40,500 followers and 82,800 likes.
Image source: TikTok
So far, the most popular videos on the account are comparison review videos between Amazfit smartwatches and other competing brands.
The content is very simple: through the most intuitive operations and comparisons, two smartwatches are tested in real scenarios, covering key indicators such as boot speed, types of sports modes, response sensitivity, and battery life.
The results show that Amazfit smartwatches are faster in boot speed, have more sports modes, respond quickly without lag, and have better battery life. This kind of real and reliable comparison testing can accurately capture users' needs and pain points, helping them better understand the product's advantages and thus attracting the attention of potential users.
Many users leave comments such as "interested" in the comment section, and some directly ask "Are there offline stores?" "Where is the store in Jakarta?"
Image source: TikTok
YouTube:
On YouTube, Amazfit mainly collaborates with tech influencers to release review videos about Amazfit products. Unlike the indoor filming on TikTok, these tech influencers often shoot outdoors to let users intuitively feel the product's performance in real usage scenarios. This approach helps the brand further enhance its reputation and user trust.
For example, it cooperated with tech blogger Chase the Summit to shoot an outdoor review video for the Amazfit Active product, which reached 100,000 views.
Image source: YouTube
Many users leave comments below the video, such as "To be honest, this is why I prefer watching you, not everyone is a triathlon enthusiast, your video shows that there is always a watch suitable for athletes." "Your recommendations have never disappointed me, you provide enough information, statistics, and specifications."
Many potential users were inspired to place orders after watching the video, and commented after purchase, "After watching your video, I bought a watch, very satisfied, so many functions, thank you." expressing their love for the product!
It can be seen that this model of promotion through third-party influencers makes it easier for users to be inspired and make purchases.
Image source: YouTube
Facebook:
On Facebook, Amazfit's account has reached 1.17 million followers, making it the channel with the largest number of fans among all its social media platforms.
Image source: Facebook
On this platform, Amazfit creates and maintains official groups, encouraging users to share their experiences and discuss product usage, strengthening the emotional bond between the brand and consumers, and thus promoting word-of-mouth marketing.
Image source: Facebook
Building an Independent Website: Creating a Brand-Owned Traffic Pool
To establish a firm foothold in overseas markets, Amazfit did not limit itself to third-party e-commerce platforms, but instead built its own independent website. This move opened up a more convenient and direct purchasing channel for users, and provided a seamless shopping experience when there are restrictions or obstacles on third-party platforms, ensuring that the user's purchasing process is not affected by any interference.
At the same time, the brand has set up a Blog section on its independent website, encouraging users to share their stories and experiences. These user-generated contents (UGC) also provide real and reliable product references for potential customers, greatly helping to attract the attention and purchases of new and old customers.
Image source: Amazfit
Conclusion: A Feasible Path for Chinese Brands Going Global
Currently, the global smart wearable market is still in a period of rapid growth, with penetration rates in emerging markets such as Southeast Asia and the Middle East below 15%.
For domestic enterprises, Amazfit's path reveals a feasible channel: anchor blank markets with differentiated products, build emotional connections through social media marketing, and create a brand traffic pool with an independent website.
When "Made in China" meets the ever-increasing global demand, going global is no longer a multiple-choice question, but a must-answer!
