The core demands people have for living spaces always revolve around two key words: safety and comfort.

In terms of security, in recent years, products such as home anti-theft doors and smart locks have continued to iterate and upgrade, with an increasingly diverse range of categories.

For households with single women, children, or pets, installing home surveillance cameras has become the norm: not only does it enable real-time visual monitoring of the home environment, but it also provides extra peace of mind when going out, offering all-round protection for home safety.

 

Image source:Google

On the comfort experience side, various smart home appliances that free up human labor are becoming increasingly popular, completely changing the traditional model of housework.

Cleaning tasks such as mopping and sweeping, which used to rely on manual labor, are now gradually being handled by smart cleaning devices—no manual operation required, keeping floors clean and tidy while freeing up a significant amount of time and energy.

 

Image source:Google

It is precisely because of the ongoing demand for home safety and comfort that smart cleaning devices and home security products have become one of the most promising new growth poles in the smart home sector.

According to data from Grand View Research, in 2024, the global smart cleaning device market is valued at $6 billion, and is expected to reach $21 billion by 2030, maintaining stable growth at a compound annual growth rate of 23.7%.

 

Image source:Grand View Research

Meanwhile, the home security sector is experiencing explosive growth. In 2024, its market size has reached $33.9 billion, and is expected to surpass $82.1 billion by 2030, with a very broad market outlook.

 

Image source:Grand View Research

Faced with the strong growth momentum in the golden tracks of smart cleaning and home security, many domestic manufacturers have laid out plans for Tuke, and many best-selling overseas brands have emerged.

Today, the brand to be introduced is Eufy, whose approach is particularly unique. Instead of focusing on a single track, it chooses to cover both security and cleaning tracks in one sweep!

Next, let’s take a look at how this smart home brand from Changsha, Hunan, has laid out its overseas market and achieved impressive annual revenue of over $900 million (about RMB 6.336 billion).

 

Image source:Google

Brand Rise: Precisely Entering the Two Major Tracks of Smart Cleaning and Home Security

According to public information, Eufy was founded in 2016 as a sub-brand of Anker Innovations, focusing on the smart home field. Most of its core founding team members come from well-known tech companies such as DJI.

From its inception, the brand established a precise product positioning, focusing on the two core tracks of smart cleaning and home security.

Eufy's first robot vacuum, RoboVac 20, entered the overseas mid-to-high-end market at a price of $300. By solving industry pain points such as high noise, weak suction, and bulky design of traditional robot vacuums, it quickly became a bestseller on Amazon upon launch.

 

Image source:Eufy

In 2017, the brand formed a professional R&D team and launched the S11 robot vacuum, whose overseas sales exceeded 200,000 units for a single product, further consolidating its market position.

From 2018 to 2019, Eufy accelerated its channel layout, successfully entering international retail giants such as Walmart and Target, achieving dual coverage of online and offline channels. With outstanding product strength, its market share in the US security market quickly rose to second place, becoming a leading smart home brand in multiple countries.

After years of development, the Eufy brand, relying on Anker Innovations’ R&D resources and technological empowerment, has built a comprehensive product matrix covering robot vacuums, vacuum cleaners, wall-mounted cameras, wired cameras, smart video doorbells, and other core products.

 

Image source:Eufy

According to financial data, Anker Innovations’ smart innovation category, to which Eufy belongs, achieved total annual revenue of $900 million (about RMB 6.336 billion) in 2024, a year-on-year increase of 39.53%.

In the first half of 2025, it achieved revenue of over $460 million (about RMB 3.251 billion) in just six months, with a year-on-year growth rate of 37.77%.

 

Image source: Anker Innovations‌

As the flagship brand among Anker Innovations’ innovative categories, Eufy has steadily expanded by leveraging the group’s advantages.

As of 2025, its products have been sold to 146 countries and regions worldwide, with core markets covering developed economies such as Europe, America, Japan, and Australia. In key markets such as the US, France, UK, Germany, and Australia, it has long maintained a leading position in the smart security sector.

 

Image source:Google

Social Media Empowerment: How Does Eufy Play on TikTok?

Of course, Eufy’s success is by no means solely dependent on product technology.

In today’s traffic-dominated social media era, leveraging mainstream overseas social platforms such as TikTok for brand marketing and voice accumulation has become one of the core levers for breakthroughs in overseas markets.

1. Matrix Layout: Refined Operation of TikTok Vertical Accounts

To precisely target and retain different types of target users, the Eufy brand has built a multi-dimensional account matrix on TikTok, with a very clear layout strategy.

By core business, there is @eufyclean focusing on cleaning and @eufysecurity specializing in security; by target market, there are localized accounts such as @eufy.vietnam for Vietnam and @eufyphilippines for the Philippines.

As of now, Eufy’s entire TikTok account matrix has accumulated over 300,000 followers.

 

Image source:TikTok

2. Content Breakthrough: Conveying Product Value Through Entertaining Storylines

Currently, the account with the most followers is @eufysecurity, which focuses on home security and has gained 143,600 followers and 771,600 likes.

 

Image source:TikTok

This account does not use rigid product presentations, but instead relies on entertaining and dramatic storylines to enhance content appeal and reach more potential consumers.

For example, one viral video presents the first-person perspective of a Eufy indoor camera, recording a humorous scene where a repairman treats the owner's apartment as a lounge, watching TV and eating chips, only starting work after noticing the camera filming.

So far, this video has reached 1.6 million views and 61,000 likes.

Through such humorous, everyday content, the Eufy brand subtly conveys the security value of home indoor cameras to its audience, while also intuitively showcasing the core functions of Eufy products.

 

Image source:TikTok

3. Influencer Sales: Precise Collaboration to Boost Sales

In addition to operating its own accounts well, Eufy’s TikTok Shop, eufyOfficial, in the US market has also performed impressively.According to echotik’s statistics, since the store opened in 2023, total sales have reached 218,000 units and total GMV has exceeded $22.17 million. Eufy has also partnered with 14,000 TikTok influencers, producing 23,200 sales videos together.

 

Image source:echotik

On the brand’s influencer sales contribution leaderboard, the influencer @grantsdealz, with 206,600 followers, posted a promotional video that ranked first in sales.

 

 

Image source:echotik (top), TikTok (bottom)

The video focuses on Eufy’s smart card tracker, fully presenting the product unboxing and hands-on demonstration. Thanks to the influencer’s clear explanation and intuitive demonstration, many potential users learned that this tracker can find lost smart cards anywhere and is compatible with Apple systems.

Ultimately, this video garnered 11.3 million views and 39,200 likes, not only bringing massive traffic and exposure to the brand, but also directly driving sales of 20,000 products, with estimated sales revenue of $538,100.

This case illustrates one point very well:

In the content e-commerce system, the size of the fan base is not the only determining factor for conversion. Highly compatible content + precise user circles often yield a high-play, high-conversion quality combination.

Overall, Eufy’s approach on TikTok can be summarized as:

①Segmenting tracks and regional audiences with an account matrix;

②Using storyline-based security content as “memory points,” and clear demonstration content as “seeding manuals”;

③Large-scale influencer collaboration to continuously push both “security + cleaning” product lines to target users, ultimately accumulating GMV in the TikTok Shop.

 

Image source:TikTok

Conclusion

The success of the Eufy brand clearly reveals a trend:

In the two fast-growing tracks of home security and smart cleaning, the global market still has huge demand gaps and opportunities for upgrade and iteration.

Now is not only a good time for new brands to enter, but also a key window for existing brands to deepen their layout and widen the gap.

But to find your place in this fiercely competitive field, and even to break through, the key lies in building a dual-engine drive model that combines strong product capabilities with soft content power.

After all, for global consumers, these two types of products are no longer just cold devices, but carry their expectations for a “safer, easier, and more comfortable lifestyle.”

By grasping this essence, Chinese Tuke companies have the opportunity to not only win orders in larger overseas markets, but also gradually build their own long-term brand assets and core competitiveness.