428In recent years, the global health consumer market has experienced explosive growth. As people pay increasing attention to health management, smart health products have gradually become a daily necessity.
According to data from market.us, the global digital health market is estimated to be worth $4.275 billion in 2025. It is predicted that between 2025 and 2032, the average annual compound growth rate will reach 16.7%. By 2032, the global digital health market size is expected to exceed $11.904 billion, demonstrating strong growth momentum.
Image source: market.us
As the health technology sector continues to heat up, the industry landscape presents a "dual-track parallel" trend: on one hand, tech giants such as Apple, Huawei, and Xiaomi continue to invest heavily to consolidate their market advantages; on the other hand, a group of emerging forces from China are rapidly rising, gradually penetrating overseas markets and successfully opening up incremental space.
Shenzhen'sRenpho brandis a typical representative among them.
Reportedly, in 2021, sales of its MINI fascia gun reached 315,900 units, a year-on-year increase of 306.94%, driving revenue growth to 77.0228 million yuan; in the first half of 2022, it continued to make efforts, achieving sales of nearly 190,000 units and revenue exceeding 43.39 million yuan. In just two years, Renpho brand achieved revenue of over 100 million yuan with this single blockbuster product.
By 2025, it has served 22 million users worldwide, with products covering more than 10 countries, becoming a rapidly rising star in the smart health field.
So, in the smart health market surrounded by giants, how did the Renpho brand manage to break through successfully? What is the low-profile, high-sales overseas solution for this brand?
Image source: Google
Starting from Amazon, taking a differentiated competition route
It is understood that when Renpho brand was established in Shenzhen and California in 2015, the smart health field was already occupied by giants such as Apple and Fitbit. Facing the high-tech threshold of the smart wearable device market, Renpho chose a more pragmatic path: entering from the niche category of smart body fat scales.
At that time, most body fat scales on the market had single algorithms and inaccurate data, while the demand for health monitoring among European and American consumers was rapidly growing. Renpho seized this opportunity, optimized algorithms specifically for the physique of European and American people, and launched high-precision smart body fat scales, successfully avoiding direct competition with the giants.
Image source: Google
After clarifying product positioning, choosing the right sales channel was equally crucial. In 2016, as cross-border e-commerce was on the rise, Renpho chose Amazon as its first stop for going overseas, mainly because of its comprehensive logistics network and traffic advantages, which are friendly to new brands.
Facts proved this strategy was correct. In 2017, Renpho's smart body fat scale topped Amazon's Best Seller Rank list, with monthly sales exceeding 50,000 units and monthly revenue surpassing one million US dollars, becoming a star recommended product on the platform.
Subsequently, driven by this blockbuster product, Renpho began to gradually expand its product line, launching health devices such as fascia guns and massagers around the concept of "Smart Healthy Living," forming a product matrix for smart healthy living and further consolidating its position in overseas markets.
Image source: Amazon
Relying on social media marketing to strengthen brand promotion
In overseas markets, relying solely on product strength is not enough; brands also need to reach target user groups through effective marketing.
To this end, Renpho has put a lot of effort into overseas marketing, using mainstream social media platforms such as TikTok and YouTube to strengthen brand promotion.
1. TikTok:
Renpho's official TikTok account @renpho currently has 27,600 followers and 73,900 likes.
Image source: TikTok
The videos on the account do not pursue viral content but focus on showcasing real usage scenarios of the products. For example, how users use the fascia gun to relieve muscle soreness after exercise, or how to use the eye massager to relax fatigue. Although the content is simple, it allows potential consumers to intuitively feel the value of the products.
Image source: TikTok
Renpho also establishes deep cooperation with mid-tier influencers on TikTok, allowing them to share their experiences and reviews of Renpho products. Leveraging influencer effects, the brand further expands its influence.
TikTok influencer @caro_manning, who has 26,900 followers, filmed an experience video for Renpho's eye massager.
Image source: TikTok
The video takes home relaxation as the entry point, authentically recording the influencer's complete process of using the Renpho eye massager. After the experience, she said the device was very comfortable, could relieve eye fatigue by massaging the temples and sinuses, and also had a heating and soothing function that made users highly relaxed.
Although the influencer's fan base is limited, the content still triggered widespread dissemination due to the authentic experience. So far, the video has accumulated over 3.5 million views and 54,900 likes.
It resonated with many real consumers who are using it, and they all praised the product experience:
"I've been using this eye massager for over a month, it's totally worth it!"
"I have one, it helps with insomnia, it's amazing!"
"When my eyes hurt, it really helps."
Image source: TikTok
2. YouTube:
On YouTube, Renpho focuses more on professionalism, collaborating with professional influencers to release product reviews, usage tutorials, and other content, establishing an authoritative brand image among target consumer groups.
Tech blogger Dr. EyeGuy, who has 228,000 subscribers, is one of Renpho's partners. He filmed a detailed review video for the new Renpho Eyeris 3 eye massager, which has reached 23,000 views so far.
In the review video, Dr. EyeGuy conducted comprehensive tests on the acupoint massage function, heating function, and Bluetooth wireless technology, allowing users to intuitively see the product's performance advantages.
Image source: YouTube
In the comments section below the video, some people further inquired about usage methods, while others were directly convinced and changed their purchase targets:
"Thank you for sharing, how many times a day can you use this device for hot compress? Some say no more than twice, 15 minutes each time?"
"Thanks for sharing, I was going to buy another product to relieve dry eyes, now I'll buy this one."
Image source: YouTube
Independent website layout: establishing a long-term brand stronghold
Although the brand settled on Amazon and achieved good results in its early days, Renpho did not stop there and began to build its own overseas independent website.
Through unified visual design and complete product display on the independent website, Renpho strengthened its brand image, allowing consumers to form a more professional perception of it.
With the independent website, Renpho can also directly obtain user data, including purchasing habits and product preferences, providing important basis for subsequent precision marketing and product iteration.
More importantly, against the backdrop of increasingly tightened policies on platforms such as Amazon, the existence of the independent website effectively reduces Renpho's dependence risk on third-party e-commerce platforms, giving it greater operational autonomy and laying a solid foundation for future development.
Image source: Renpho
Conclusion
In summary, Renpho's journey overseas provides important reference for domestic brands. In the fiercely competitive global market, the key to success lies in accurately positioning differentiated needs, choosing the right channel strategies, and winning user trust through continuous product innovation and brand building.
For other domestic brands wishing to go overseas, emerging fields such as health technology and smart home still have many unmet niche demands. As long as the entry point is found and combined with local supply chain advantages and digital marketing capabilities, it is entirely possible to replicate Renpho's successful path.
Rather than waiting and watching, it is better to take the initiative and seek new growth space in the global market.
