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In recent years, as people's living standards have improved, the demand for smart home security products has been continuously increasing.

According to data from grandviewresearch, the global smart security market was valued at $57.6 billion in 2022. It is expected that from 2023 to 2030, the market's average annual compound growth rate will reach 13.1%.

By 2030, the global smart security market is expected to exceed $150.53 billion.

 

Image source: grandviewresearch

There is such a company that, as early as 2013, when most brands were still focusing on the traditional security market, had already identified the great potential and business opportunities in the smart security segment, and successfully entered the overseas market by targeting the needs of overseas households and small and micro enterprises.

That is the security smart living brand from Hangzhou, Zhejiang,EZVIZ.

It is reported that in 2021, the brand's global revenue reached 4.238 billion RMB, with about 18 million home cameras shipped.

In 2024, its annual revenue broke through 5.441 billion RMB, a year-on-year increase of 12.41%, making it a super best-selling brand in the global smart security field.

 

Image source: EZVIZ

Brand Development: From Technology Incubation to Global Layout

It is understood that the EZVIZ brand was established in 2013,originating from an innovative business incubation within Hangzhou Hikvision.

In 2012,with the popularity of mobile internet and the reduction of smart hardware costs, Hikvision saw the potential of the civilian smart security market and believed that the time was ripe to enter the to C field. Thus, in 2013, it officially established the independent brand EZVIZ, focusing on civilian security smart living.

EZVIZ positions itself as "security + intelligence", focusing on the security needs of households and small/micro enterprises. Through a differentiated development strategy, it avoided direct competition with consumer electronics giants such as Huawei and Xiaomi, and gradually established a product system centered on home cameras, smart door locks, sensors, etc.

 

Image source: EZVIZ

It is reported that between 2013 and 2015, the brand launched its first generation of home camera products and built a cloud service platform.

From 2016 to 2018,its product line gradually expanded to include smart doorbells, peepholes, and more scenarios.

Since 2019, EZVIZhasaccelerated its global layout, focusing on entering the European, American, and Southeast Asian markets.

In 2020, the brandofficiallylaunched the IoT open platform,withthe number of connected devices exceeding 100 million, and monthly active users reaching 26 million.

Now, the global business of the EZVIZ brand has expanded to 130 countries and regions, widely covering key markets such as Europe, America, Southeast Asia, Latin America, and the Middle East, becoming a first-tier brand in the global smart security industry.

 

Image source: EZVIZ

Social Media Marketing: Precisely Reaching Users in Different Markets

In today's era dominated by social media, even if a brand's product technology is constantly breaking through and the product range is continuously expanding, it is still far from enough to truly gain a foothold in a niche field.

Only by promoting the brand better can more and more potential consumers become aware of the brand and eventually convert to purchasing it.

For example, the EZVIZ brand chose to enter mainstream social media platforms such as TikTok and YouTube, and by carrying out targeted promotions on these platforms, it attracts more potential consumers.

--TikTok：

To accurately cover users in different countries, the EZVIZ brand adopts a multi-account regional operation strategy on the TikTok platform.

They have set up TikTok accounts for Latin America, Brazil, Indonesia, the Philippines, Malaysia, the UK, Ecuador, and other countries and regions. According to the market characteristics and browsing preferences of users in different regions, they produce different content.

 

Image source: TikTok

For example, the TikTok account @ezviz.brasil set up for the Brazilian market has so far accumulated 32,400 followers and 89,600 likes, making it the best performing TikTok account among all regions.

The content of its video promotions mainly focuses on daily life, publishing a large number of usage videos in everyday scenarios to showcase product functions, directly targeting the browsing preferences of local users..

 

Image source: TikTok

For the Philippine market's professional demand for such security home products, the TikTok account @ezviz_ph focuses more on direct, practical content when publishing videos, showcasing and introducing product performance and usage methods.

So far, this account has accumulated 29,400 followers and 38,600 likes.

This localized content strategy enables the brand to better integrate into different markets and greatly helps enhance users' sense of immersion.

 

Image source: TikTok

--YouTube:

On YouTube, the EZVIZ brand chooses to cooperate with bloggers in the same vertical field, showcasing product performance through the release of professional in-depth review videos.

Tech blogger TechMagnet, who has 462,000 subscribers, is a cooperative blogger of the EZVIZ brand. He filmed a 16-minute and 56-second in-depth review video for EZVIZ's camera product, titled "The Best Value Dual-Lens Security Camera of 2024".

So far, this video has received 73,000 views.

The content of this review video is very detailed. Blogger TechMagnet first unboxes the product, shows the appearance 360°, and introduces the accessories and manuals one by one.Then, heexplains the core performance and demonstrates installation and setup step by step.After successfully installing the product, blogger TechMagnetconducteddaytime and nighttime tests, presenting the product's performance to potential users in all aspects.

 

Image source: YouTube

In the comments section below the video, some users said that the review helped dispel their doubts about purchasing, while others further inquired about technical details:

"Thank you for your review, I was convinced by this model."

 

Image source: YouTube

"I have two questions. The first is about automatic detection and the movement of the lower camera, as well as tracking the movement of human images. What happens when a human leaves the field of view? Does the camera return to its original position or stay at the last detected human position? The second is if two people move in two different directions, which person's lower camera will follow? Is it randomly selected by the camera?"

 

Image source: YouTube

In summary, from the real comments in the comment section, we can see that this type of real-person review product sharing video enhances users' understanding of product functions and greatly helps promote conversion.

Building an Independent Site: Creating a Brand's Own Base

In addition to leveraging social media platforms for marketing and promotion, the EZVIZ brand has also built its own overseas independent site. When potential users are attracted by product features, they can directly place orders and purchase on the independent site.

On the independent site, the EZVIZ brand has made clear classifications to help users quickly find the products they need.

Among them, the star product series of security cameras is given a separate section, while other smart home products such as cleaning and home sensors are not classified in detail and are all placed in one section.

 

Image source: EZVIZ

In addition,the online storage service EZVIZ CloudPlay also has a dedicated entrance, and exclusive offers are provided for independent site users. By registering forEZVIZ CloudPlay, you can get a free trial and enjoy up to 30 days of cloud video storage service.

 

Image source: EZVIZ

On the homepage of the independent site, the EZVIZ brand has also set up a product awards section to showcase the professional awards won by its products, conveying the brand's reliability and technological value, which greatly helps enhance consumer confidence in purchasing.

Therefore, when doing overseas promotion, you may wish to learn from the dual-drive strategy of "social media traffic + independent site conversion" of the EZVIZ brand, and thoroughly implement multi-channel marketing.

 

Image source: EZVIZ

Conclusion

The overseas practice of the EZVIZ brand provides replicable experience for domestic smart security brands. That is, based on technology, entering niche markets with differentiated products, and then leveraging localized social media operations and independent site construction to open up global channels.

Its success proves that Chinese brands can definitely find their place in the international market. The key is whether they can accurately capture user needs and execute quickly.

For domestic companies wishing to go global, instead of waiting and watching, it is better to start from their areas of strength, learn from the strategies of mature brands, and take the first step towards globalization.