408In recent years, changes in global family structures have given rise to a series of new consumer demands. The increase in young people living alone, long-distance couples, families with children, and empty-nest elderly has made remote companionship a rigid need for many families.
According to Data Bridge Market Research, the global companion robot market is estimated to be worth about $1.2 to $1.4 billion in 2024, and is expected to have a compound annual growth rate of over 20% from 2024 to 2034.
By 2034, the global companion robot market size will reach $94 billion.
Image source: Data Bridge Market Research
The explosion of demand has attracted more and more players to enter the market. It is worth noting that changes in family structure are reflected not only in the quantitative relationships of "people", but also in the elevated status of "pets": in 2023, 57% of families worldwide regarded pets as "children".
The early signal of this segmented demand was captured by some keen enterprises as early as 2018, who realized the huge potential of companion robots in pet scenarios. They took real-time monitoring and patrol security home intelligent companion robots as the entry point, meeting the needs of many pet-owning families for "watching anytime, chatting anytime, and accompanying anytime", and successfully made a name for themselves in overseas markets.
This is the Shenzhen-based home intelligent companion robot brandEnabot.
It is reported that, as of the end of 2023, the brand's products have been sold to more than160 countries and regions worldwide.
As of June 2025, its global user base has exceeded 800,000; by the end of the year, it is expected to surpass one million.
Image source: Enabot
Starting from Pet-raising Needs, Expanding Family Scenarios
It is understood that Enabot is a home intelligent companion robot brand founded by Shenzhen Fuzhi Technology in 2018.
The brand's entrepreneurial story originates from the personal experiences of its team members.
Many members of the Enabot team are pet owners, and while working, they often worry about their pets at home. They found that although there were many surveillance cameras on the market, their functions were single and could not achieve deeper interaction.
At that time, the number of pet-owning families worldwide was showing a clear upward trend, and the size of the pet consumer market was also expanding, with more and more families having such needs.
As a result, the Enabot team came up with the idea of starting a business, and officially established the Enabot brand in June 2018.
Image source: Enabot
Subsequently, in December 2019, Enabot launched its first product, EBO S, focusing on pet companionship. This robot, with a spherical dual-track design, can be remotely controlled via mobile phone to achieve movement and voice interaction.
On the overseas crowdfunding platform Kickstarter, it reached its initial goal within just 10 minutes of launch, eventually gaining support from over 2,400 users and raising more than $400,000.
Although it achieved a good start as a startup, the Enabot team quickly realized:focusing solely on the pet track is limited in scale.
Therefore, Enabot adjusted its strategy, launching affordable product lines EBO AIR and EBO SE, halving the price of the first generation, and adding home security functions. The promotional focus also shifted from pet toys to family companionship, starting to cover a wider user base. For example, parents use the robot to check on their children, or people living alone use it for home security.
It was this transformation that enabled the Enabot brand to successfully enter the mainstream market and win the favor of many families.
Image source: Enabot
Social Media Marketing: Touching Users with Real-life Scenarios
In the era of social media, if an emerging brand wants to develop better in a niche track and let more potential users know and buy the brand,
in addition to accurately understanding users' psychology and needs and making products that users truly need, it is also necessary to leverage the power of social media to better promote the brand.
For example, Enabot chose to vigorously market on mainstream social media platforms such as TikTok and YouTube, allowing the product to attract more potential consumers.
TikTok: Influencer Collaboration + Lifestyle Content
On TikTok, Enabot attaches great importance to influencer marketing, establishing long-term cooperative relationships with many active influencers in related fields, and releasing creative promotional short videos. The video content mainly showcases the real usage scenarios of the product, integrating the product into daily life.
The home lifestyle influencer @anquashia, who has 580,400 followers on TikTok, has established a long-term close cooperation with Enabot, shooting more than a hundred promotional videos for Enabot's intelligent companion robots.
Judging from the data feedback in the account, the promotional effect is excellent, with 26 videos having more than one million views, and 4 videos exceeding ten million views.
Image source: TikTok
Among them, the most viewed video reached 16.7 million views and received 2.2 million likes.
In this video, the influencer decorated Enabot's robot to look cute and filmed the whole process of the robot "playing" with her when she felt bored living alone.
This simple and casual recording allowed potential users to experience the usefulness of this companion robot, such as scheduled recording, following movement, voice interaction, and so on.
Many users in the comments section expressed their desire to buy:
"This (video) is really the reason I bought it, haha."
"Nothing else matters... please give me a buy button!"
Image source: TikTok
It can be seen that this kind of influencer, starting from life scenarios and shooting real videos of daily product use, is very helpful in stimulating the purchase desire of potential users.
YouTube: Professional Reviews + Emotional Resonance
On YouTube, Enabot chose to cooperate with tech bloggers, highlighting product features through reviews.
Tech blogger ShortCircuit, who has 2.47 million subscribers, is a partner blogger of the brand and shot an unboxing and review video for the Enabot EBO companion robot.
So far, this video has reached 370,000 views.
In this review video, blogger ShortCircuit unboxes the product at home with his two daughters, then follows the instructions step by step to operate and test the robot's recording, conversation, motion detection, and patrol functions. He also connects it to a smartphone to watch his children and cat at home in real time through the phone screen.
Image source: YouTube
Such warm scenes of robots being used to remotely look after children and pets have resonated strongly with many pet owners:
"Pets are not just her friends, but also her precious family members."
"This is how you educate your children correctly, pets = family."
Image source: YouTube
It can be seen that such videos are more conducive to establishing emotional connections with users. During the review process, potential users can feel the importance of the product in life and the value of companionship, which greatly helps to build the brand image.
Channel Layout: Independent Website and Third-party Platforms in Parallel
In the process of exploring overseas markets, the Enabot brand not only focuses on social media marketing, but also puts a lot of effort into building sales channels.
The brand has adopted a dual approach: on the one hand, it has entered third-party e-commerce platforms such as Amazon to quickly cover consumers in different regions around the world; on the other hand, it has invested resources in building its own independent website to create a complete online sales system.
Image source: Amazon
The design of Enabot's independent website fully considers user experience, with the top navigation bar clearly categorized by product series, making it easy for users to quickly find their target products.
Image source: Enabot
The site also has dedicated product guides and technical support sections, with detailed function descriptions and usage tutorials for each robot, helping consumers fully understand product features.
This transparent information display method not only makes it easier for users to choose suitable products according to family needs, but also enhances their trust in the brand, which greatly helps to further promote order conversion.
Therefore, other companies can also adopt Enabot's "third-party platform + independent website" channel combination strategy when promoting overseas. This not only leverages the traffic advantages of mature platforms to quickly open up the market, but also builds brand awareness and user loyalty through self-owned channels, laying a solid foundation for long-term development.
Image source: Enabot
Inspiration: Companion-type Innovation for Chinese Brands Going Global
Looking at Enabot's path to going global, it is clear that its success is not accidental. The brand starts from real needs, maintains keen market insight, dares to adjust product positioning, and accurately reaches target groups through social media content and channel layout.
It shows us that companies going global not only need strong products, but also a heart that truly understands users.
The overseas market is indeed full of challenges, but it always keeps the door of opportunity open. Brands that are willing to deeply understand users, continuously optimize products, and patiently lay out their strategies will eventually find their place on the global stage.
