386In recent years, the global smart driving market has continued to expand in scale.
According to data from sphericalinsights, the global smart driving market size was estimated at $29 billion in 2023, and from 2023 to 2033, the market is expected to have a compound annual growth rate of about 10.46%. By 2033, the global smart driving market size is expected to exceed $78.4 billion.
Image source: sphericalinsights
Behind this growth is an unprecedented increase in consumer awareness of vehicle safety. The demand for products such as dash cams and smart rearview mirrors has surged, making them core tools for ensuring travel safety and dealing with traffic accidents. The market boom and technological maturity have provided Chinese companies with unprecedented opportunities.
A digital technology brand from Shanghai,70mai, has seized this opportunity, using the Southeast Asian market as a springboard and quickly rising to prominence in the global market with its smart in-car products, becoming a "dark horse" in the industry.
After the launch of its first smart rearview mirror product, 3,000 units sold out in just 10 hours. In its third year since establishment, the cumulative shipment of products exceeded 2.5 million units. Today, the 70mai brand has more than 10 million users worldwide, covering nearly 200 countries and regions, and has firmly secured the number one position in the Malaysian market.
Image source: Google
From Shanghai to Southeast Asia: The Breakthrough Path of an Ecosystem Brand
In 2016, founder Mr. Yang led the team to establish the 70mai brand, targeting the smart in-car track. At that time, the domestic dash cam market was highly homogenized, so 70mai chose to break through with technological innovation, taking the lead in integrating GPS, ADAS, apps, and voice control functions into dash cams, launching the world's first gimbal dash cam and pioneering the industry.
Moreover, in the fields of image vision algorithms and low-power technology, 70mai has reached an industry-leading level, winning international awards such as the German iF Award and Red Dot Award multiple times, and owning 153 patented technologies. As an important member of the Xiaomi ecosystem, 70mai also relies on the strong support of Longcheer Group and works closely with the Xiaomi IoT platform and Xiao Ai team.
It is precisely the dual drive of technological breakthroughs and ecosystem synergy that has enabled 70mai to quickly rise from a startup to the forefront of the industry, laying the foundation for subsequent global expansion.
Image source: Google
Infrastructure Support: Building a Flexible Supply Chain Network
An efficient supply chain and logistics system is the invisible pillar of 70mai's global expansion.
The brand has established long-term cooperation with leading suppliers to ensure stable supply and quality control of raw materials, achieving cost-effective production. At the same time, it has set up overseas warehouses in Southeast Asia and other regions, preparing inventory in advance to shorten delivery cycles, so that orders can be shipped directly from local warehouses.
This strategy has reduced delivery times to one-third of the industry average, greatly improving the user experience.
Image source: Google
Content Breakthrough: Localized Operation on Social Media Platforms
In addition to improving product technology and making great efforts in supply chain and logistics support, 70mai also attaches great importance to social media marketing.
By actively building an overseas social media matrix and fully entering mainstream platforms such as TikTok and YouTube, the brand continuously produces content that caters to local preferences, carrying out localized marketing and opening a breakthrough for brand awareness.
TikTok:
To accurately reach user groups in different countries, 70mai has established an account matrix on TikTok, setting up corresponding accounts for its two main target sales countries, Malaysia and Thailand.
The TikTok account @70maimy for Malaysia has a relatively larger following, with 138,500 fans; the TikTok account @70mai.thailand for Thailand has 63,600 fans.
Image source: TikTok
Both accounts post creative short videos showcasing product features, but differentiate content according to the preferences of users in different regions. Taking the Malaysian TikTok account @70maimy with more followers as an example, most of its videos with over a million views record the actual usage scenarios of 70mai products in daily life.
These videos are concise and clear, using intuitive operations and user experiences to demonstrate features such as smart parking monitoring, in-car video recording, and voice alert reminders. This real and life-oriented experiential content quickly captures user needs and pain points, helping them better understand the product's advantages and attracting potential users' attention.
Many users are interested and ask in the comments, "Is this product 360 degrees? Because I was just harassed by people knocking on my window, I hope it helps." In response, 70mai replies kindly and guides purchases: "Hi boss, the A510 does not record 360 degrees, but the OmniX200 does. Join our live stream to buy at a promotional price."
Others say, "Eh, the installer installed wires inside the sensor, what if the wires are loose?" 70mai immediately helps users, replying, "Hi boss, you can click chat on the product and contact our customer service."
Some who have already purchased and used the product praise it: "I've only used it for a week, and I feel it's really great."
Image source: TikTok
YouTube:
On YouTube, 70mai mainly collaborates with influencers in the automotive and technology fields, publishing product introductions, usage tutorials, reviews, and other video content to attract potential users through more professional explanations.
For example, collaborating with tech blogger iGarage.my, who has 88,200 subscribers, to shoot an unboxing and real test video for the 70mai Dash Cam A200 upgraded version, which has reached 34,000 views.
Image source: YouTube
Many users leave comments under the videos: "I appreciate your content, very comprehensive review, thank you." "Bro, every video of yours brings a lot of value." "You always provide the best reviews." Many potential users were convinced to place orders after watching the video, saying, "My wife and I both bought one, and also bought a 512GB SD card. Hope it works as well as you showed!"
It can be seen that this influencer promotion with third-party endorsement helps the product build a reputation among professional user groups, making it easier for users to be convinced and make a purchase.
Image source: YouTube
Building an Independent Website: Creating a Brand Moat
To avoid over-reliance on third-party platforms, 70mai has also simultaneously built an independent website to create a private traffic pool.
Through the independent website's comprehensive product display and user review system, 70mai has further strengthened its brand presence, allowing users to gain a deeper understanding of the brand.
Moreover, the existence of the independent website allows it to maintain stable sales channels even when there are out-of-stock situations or policy changes on third-party platforms, effectively mitigating risks.
In addition, the independent website can accumulate user behavior data, which in turn feeds back into product optimization, forming a virtuous growth cycle and supporting the brand's sustainable development.
Image source: 70mai
Conclusion
The rise of the 70mai brand proves the golden rule for Chinese brands going global: solve local pain points with technological innovation, build emotional connections through localized operations, and resist market fluctuations with an all-channel layout.
Today, emerging markets such as Southeast Asia, the Middle East, and Latin America are still enjoying the dividends of smart driving popularization. If domestic companies can learn from its "product + operation + channel" combination, they have every chance to carve out their own path to success in overseas markets.
As "Made in China" shifts to "Intelligent Manufacturing in China," overseas markets are waiting for more pragmatic and innovative companies to set sail!
