807In recent years, with consumption upgrading and technological advancement, smart cleaning devices and home security products have become new growth points in the industry.
According to data from imarcgroup and statista, the global smart cleaning market reached $5 billion in 2024, and is expected to maintain steady growth at a compound annual growth rate of 13.15% over the next decade. Meanwhile, the security sector is experiencing explosive growth, with the global security market expected to exceed $39 billion by 2032.
Image source: imarcgroup (above), statista (below)
It is against this market backdrop that a brand from Changsha, Hunan seized the opportunity, simultaneously laying out smart cleaning and security, and successfully opened the door to overseas markets. That brand isEufy.
Reportedly, Eufy is the smart home brand under Anker Innovations Technology Co., Ltd., with main products including robot vacuum cleaners, vacuum cleaners, and security cameras.
Financial data shows that in the first half of 2023, Anker's smart innovation category, where the Eufy brand is located, generated revenue of 1.946 billion yuan; in the first half of 2024, revenue further increased to 2.36 billion yuan, a year-on-year increase of 35.33%, accounting for 24.46% of total revenue.
As the flagship brand among Anker Innovations' innovative categories, Eufy Smart Home has risen with the tide. So far, its products have entered more than 140 countries and regions worldwide, with a global user base of 55 million. In developed markets such as the US, Europe, Japan, and Australia alone, it has won the favor of nearly 10 million mid-to-high-end households.
So, how did this brand from Changsha, Hunan achieve such success?
Image source: Eufy
The Development History and Technological Accumulation of the Eufy Brand
It is understood that the Eufy brand was established in 2016 as a strategic brand created by Anker Innovations Technology Co., Ltd. to enter the smart home market. From its inception, the brand established a clear product positioning, focusing on two core areas: smart cleaning and home security.
After years of development, Eufy has built a comprehensive product matrix, covering robot dusters, smart vacuum cleaners, floodlight cameras, battery-powered cameras, wall light cameras, wired cameras, video doorbells, alarm systems, smart trackers, security accessories, and cleaning accessories, among others.
Image source: Eufy
The brand's founder, Mr. Ma, has extensive experience in product development and previously led the development of the "Osmo Pocket" camera at DJI. After joining Anker Innovations in 2021, he led the Mach team to choose smart cleaning and security as the main development directions based on in-depth market trend analysis. This decision considered both the industry's growth potential and the space for technological innovation.
In terms of technological R&D, the Eufy team has performed outstandingly, having independently developed more than 150 innovative technologies and submitted over 80 patent applications for key product lines. Relying on the R&D resources and technical support of its parent company, Anker Innovations, Eufy has been able to quickly transform innovative technologies into market-competitive products, laying a solid foundation for its overseas market expansion.
Image source: Eufy
Multi-channel Deployment: Online and Offline Synergy
Of course, Eufy's success is not only due to product technology; the key to the brand's breakthrough also lies in its omni-channel marketing strategy, which coordinates online and offline development.
Online, Eufy attaches great importance to social media platform operations, building a multi-faceted marketing matrix through TikTok and YouTube.
Reportedly, Eufy joined TikTok in 2023 and began deep operations. So far, Eufy's official TikTok account @eufyofficial has accumulated 28,800 followers and 65,300 likes.
Image source: TikTok
To attract more potential users, Eufy focuses on real-life scenarios of smart cleaning and security products, releasing a large number of lifestyle-oriented promotional videos to showcase product advantages, such as using a vacuum cleaner to clean a room or a smart camera to monitor home security. These contents are pushed to potential users through platform algorithms, increasing brand exposure.
Image source: TikTok
In addition to producing video content on its own account, influencer marketing is also an important strategy for Eufy on TikTok. The brand has established partnerships with many TikTok influencers, leveraging their influence to promote products.
For example, TikTok cleaning influencer @suuuuupoido, who has 217,200 followers, shot a creative short video for Eufy's vacuum cleaner.
Image source: TikTok
In the video, the influencer quickly cleaned a dust-covered bedroom with the Eufy vacuum cleaner, completing the cleaning in just 16 seconds. This real-life scenario demonstrated the powerful cleaning ability of Eufy's vacuum cleaner.
Although the influencer does not have a huge following, the promotional effect was outstanding. So far, this creative short video has surpassed 100 million views, reaching 124.8 million views and 3.7 million likes, becoming a viral piece of brand content and attracting many users to watch.
Image source: TikTok
On YouTube, Eufy chooses to cooperate with professional tech bloggers for in-depth reviews, attracting potential users by publishing more detailed review content.
One such partner is tech blogger Enoylity Technology, who has 731,000 subscribers and produced a detailed review video for the Eufy E28 robot vacuum cleaner, which has reached 348,200 views so far.
In the review, Enoylity Technology simulated real-life scenarios such as spilling coffee on a carpet and hair scattered on the floor, demonstrating the product's silent design, PDC smart navigation, and other core functions. The video also specifically showcased the mobile app's real-time cleaning path monitoring feature, intuitively presenting the product's intelligence.
Image source: YouTube
Many users expressed their love in the comments section:
"I can't believe how quiet it is while deep cleaning, and the roller mop design is amazing. Well done!"
"I'm surprised by the accuracy of the PDC navigation! It's actually better at avoiding chair legs and corners than I expected."
"The deep cleaning ability of the Eufy E28 really impressed me!"
Image source: YouTube
As for offline channel expansion, Eufy has also been diligent, adopting a gradual internationalization strategy.
Since May 2018, Eufy has successively entered North American retail giants such as Walmart and Target, and later entered European electronics chain MediaMarkt and US home appliance retail group BestBuy in 2019. Through deep cooperation with leading international retailers, Eufy has gradually built an offline sales network covering major European and American markets.
The benefit of this approach is a significant increase in brand exposure and consumer reach, while also providing local users with convenient product experience and purchase channels, effectively driving sales conversion and continuous growth in market share.
Image source: Google
Building an Independent Website: Supporting Long-term Brand Development
To achieve better development in overseas markets, Eufy has also built its own independently operated website.
An independent website can fully present Eufy's brand tone and product system, providing users with a personalized shopping experience. With an independent website, it is also easier for the brand to collect user data and further optimize marketing strategies.
More importantly, as a stable proprietary channel, the independent website can ensure the stability of sales channels and avoid business interruption risks when third-party platforms experience policy changes or operational issues. This "two-legged" channel strategy not only ensures short-term sales but also lays the foundation for long-term brand building.
Image source: Eufy
Revelation: Systematic Overseas Expansion for Steady and Long-term Growth
Eufy's overseas expansion provides valuable experience for domestic brands. It is necessary to grasp the core of technological innovation, establish a diversified channel network, and gain operational autonomy through an independent website.
Currently, the global smart home market is still in a period of rapid growth. For domestic enterprises preparing to go overseas, what is needed is systematic deployment rather than single-point breakthroughs.
From product R&D to channel building, from marketing to user operations, only by building a complete overseas expansion system can one achieve sustainable development in the international market.
