121With the rapid development of technology, electronic products such as mobile phones and computers have already become an indispensable part of people's lives.
Their roles have also undergone a huge transformation——from the initial simple communication and worktools, evolving into comprehensive entertainment centers that integrategaming, binge-watching TV series,scrollingshort videos and variousfunctions into one.
“Phone always in hand”has become a true portrayal of modern people, and this change in lifestyle has also spawned huge market opportunities.
Image source:Google
According to Grand View Research,the global electronic accessoriesmarket sizewas valued at $171.2 billion in 2024, and is expected to reach $276.4 billion by 2033, with a compound annual growth rate of 5.7% from 2025 to 2033.
The increasing popularity of smartphones, tablets, laptops, and wearable devices continues to driveconsumerdemand for related electronic accessories.
Image source:Grand View Research
Facing this hot track, many established giants have already taken the lead and occupied the dominant position in the market.
The brand we are going to introduce today,Belkin, is exactly the“pioneer”in this field.
From starting a business in a garage to now becoming an industry giant with annual sales of $480 million, the growth story of the Belkinbrandis quite exciting.
Image source:Google
The rise of Belkin: From garage startup to global bestseller
According to available information,the story of Belkincan be traced back to1983. That year, founder Chet Pipkin established the brand in his parents' garage in California.
Image source:Google
At first,Chet Pipkin targeted the cable demand brought by the popularity of personal computers, and the company's businessmainly focused on the production and sales of computer cables.
At that time, it was the early days of computers, and the field was a blank slate.Belkinquickly gained a foothold in the niche market with a smart cable that could connect theApple IIc to a parallel printer.
As the business developed,the Belkin brandwas no longer satisfied with the single cable market and began to expand its product line.
From surge protectors,USB storage devices, to launching the world's first Dock Connector accessory (for connecting phones to computers or external displays),step by step, it established its leading position in the field of connectivity technology.
Entering the2000s,Belkin set its sights onmobile device accessories, launching chargers, protective cases, and other products, and became a core partner of Apple, laying the foundation for itssubsequent development in the global market.
Image source:Belkin
In the following decades, thebrandcontinued to expand its territory. Whether it's wireless networks, headphones,KVM switches, or cables and surge protectors, its products have fully penetrated the lives of American users.
CNN pointed out in the "Business Usual Report"thatin the United States, more than60% of computer users own at least one Belkinproduct.(Data from EENews)
In 2018,Belkin ushered in an important turning point. Due to its excellent performance in R&D and sales, it was favored by Shenzhen-based Foxconn and was acquired for $866 million,officially becominga member of the Foxconn Group. Since then, the brand has further accelerated itsgloballayout by relying on Foxconn's supply chain and manufacturing capabilities.
According to the US professional service platformZIPPIA, in 2023, Belkin's annual sales had reached $480 million(about RMB3.344 billion).
Now, its products are sold in more than100 countries and regions worldwide,covering the US, Canada, Germany, UK, France, Japan, South Korea, Southeast Asia and other core markets, making it a veritable industry bestseller!
Image source:ZIPPIA
Playing withTikTok: From trial seeding to creative challenge competitions
Of course, no matter how outstanding the technology or how perfect the product, without exposure, it is difficult to achieve sales conversion and profitability.
Therefore, in order to expand the reach and conversion of the brand and products,Belkin has made great efforts on popular social media platforms such as TikTok.
OnTikTok, Belkin has built an exclusive marketing base—the official brand account @belkin.
So far, this account has accumulated190,200 followers, with a total of 419,900 likes.
Image source:TikTok
Among them, real-life scenario trials are the brand's core approach. For electronic accessories, users tend to intuitively evaluate product details through real usage scenes, thereby reducing decision-making costs.
The @belkin account has posted a large amount of such content. For example, in a video about a 3-in-1 wireless charging stand,a mandemonstrates in the video that with just oneproduct, you can conveniently charge your phone, headphones, and watch at the same time.
According toKalodata:this video has now received908,000 views, directly driving 276 orders, with a transaction amount of $35,900, and brought 4,200 new followers to the account.
This fully proves that integrating products into real-life scenarios for display can effectively stimulate users' desire to buy and significantly improve conversion efficiency.
Image source:Kalodata
In addition to these standard contents,the @belkin account has also tried many more creative and youthful approaches.
For example, during a promotional campaign, the brand released a very eye-catching funny video.
In the video, the salesperson is cutting a coconut one second, and the next second coconut juice suddenly sprays all over her, after which she announces to the camera:“The long-awaited promotion is finally here.”
Such a lighthearted and nonsensical video actually received1.4 million views.
It can be seen that sometimes being a bit bold, funny, and creative makes it easier to grab users' attention.
Image source:TikTok
In addition, theBelkinbrandwill also take the opportunity of new product launches to initiate creative challenge competitions, further activatingusers'enthusiasm for interaction.
For example, when promoting new Bluetooth headphones, the brand designed fun interactive games, throughcharades, listening toASMR soundstoguesssongs and objects, with simple and addictive gameplay.
Lettingeveryone experience the headphones' superb sound quality and noise reduction effects while playing games without even realizing it.
This immersive content format not only keeps potential users entertained, but also deepens their understanding of the core performance of the product through fun interaction.
Image source:TikTok
Inspiration from overseas markets: Identify needs and master social media
In summary,Belkin's success proves one thing:In a red ocean market like electronic accessories, brands can still find growth space through precise product positioning and innovative marketing methods.
Today, the overseas electronic accessories market is still in a growth phase, especially as the penetration rate of smart devices in emerging markets continues to rise. For domestic brands, as long as they grasp user needs and make good use of social media tools, there is every opportunity to replicateBelkin's success.
The road to Tuke may be full of challenges, but the opportunities are equally vast——the key is whether you can, likeBelkin, be both an innovator in products and a breaker in marketing.
