A dozen years ago, when we talked about global brands, the list was almost exclusively filled with European and American names. At that time, many Chinese companies' Tuke stories still revolved around "OEM" and "low prices," making it difficult to gain real discourse power.

Now, times have changed. A group of Chinese brands, relying on solid technological innovation and deep local operations, have stepped from behind the scenes to the forefront, establishing a strong name in overseas markets.

The Chinese smart automotive brand70mai is exactly one of the representatives of this new story.

This brand, born in 2016, has quietly covered nearly 200 countries and regions worldwide, with over 10 million users and more than 150 patents. It is not only an important member of the Xiaomi ecosystem but has also repeatedly sold out during major overseas e-commerce promotions, proving its overseas competitiveness with solid sales.

 

Image source:70mai

The Prologue of a Tech-Driven Startup

According to information, the story of the 70mai brand began in Shanghai in 2016. When founder Mr. Yang led the team to establish the brand, they were facing a domestic dashcam market with serious homogenization.

They keenly saw the opportunity for differentiated competition: upgrading simple recording tools into intelligent in-car safety terminals. This vision quickly won angel investment from Xiaomi and Shunwei Capital, making 70mai the only company in the Xiaomi ecosystem focused on smart automotive and smart mobility.

 

Image source:70mai

In February 2017, the first product was launched, and the first batch of 3,000 units sold out in just 10 hours, marking a successful debut.

Subsequently, the product line quickly expanded to dashcams, car inflators, emergency power supplies, etc., forming a complete smart automotive ecosystem.

Solid R&D investment brought fruitful results: as of 2023, the cumulative shipment of all its products has exceeded 2.5 million units, and the online shipment of smart rearview mirrors and dashcams has long ranked first in the segmented market.

From an emerging brand to an industry leader, 70mai took only three years.

 

Image source:70mai

The "Essential Safety" Dividend in the Wave of Intelligent Driving

The rapid growth of the 70mai brand, in addition to successful business strategies, is more deeply rooted in accurately riding the wave of global automotive intelligence.

According to Spherical Insights, the global intelligent driving market size was about $29 billion in 2023, and the average annual compound growth rate from 2023–2033 is expected to remain at about 10.46%, with the market size expected to exceed $78.4 billion by 2033.

This growth is mainly driven by three aspects: increased consumer safety awareness, higher levels of automotive intelligence, and increasingly strict requirements for traffic regulation and accident liability determination in various countries.

 

Image source:sphericalinsights

In Southeast Asia, Europe, North America, and other regions, dashcams have gradually shifted from "optional accessories" to "quasi-essential": on the one hand, urban traffic congestion and frequent traffic accidents mean car owners need objective evidence to determine responsibility; on the other hand, dashcam footage has become key evidence for insurance claims and police handling of accidents, further stimulating market demand.

For Chinese brands like 70mai, which use technological innovation to solve essential safety needs, this is undoubtedly a huge opportunity given by the times. With high cost performance and product features that meet needs, they have successfully entered markets long occupied by traditional established manufacturers and found their own market.

 

Image source:70mai

Multi-Platform Breakthrough: "Real Encounters" with Users in the Social Media Matrix

However, in the fiercely competitive global market, especially in the automotive accessories field where consumer brand awareness is extremely high, having good products alone is far from enough. Being able to penetrate into the lives of local people is the most important thing.

So here comes the question: in such a fast-paced era, how can you truly integrate locally and make overseas consumers feel close and trustworthy? The answer is actually obvious: do social media well.

Let's take a look at how the 70mai brand specifically operates.

1. TikTok

As the fastest-growing short video social platform, especially with extremely high user penetration in Southeast Asia, TikTok is naturally the first choice.

Here, 70mai has built a complete account matrix.

As shown below, from Malaysia to Thailand and the Philippines, the brand covers all these core e-commerce active markets. Among them, the Malaysian account @70maimy has the highest number of followers, reaching 190,000, which corresponds to the brand's number one ranking in the Malaysian market.

 

Image source:TikTok

In terms of content, taking the Malaysian account as an example, the videos released by the 70mai brand are roughly divided into two categories.

One is product demonstration videos centered on actual parameters and functions. In these videos, there is usually a detailed display of the 70mai dashcam, combined with explanations of real problems, intuitively demonstrating the product's technical strength.

For example, in June 2025, they released a video of the A510 dashcam, demonstrating everything from appearance to actual driving, fully showcasing the reliability of 70mai products.

This video has now received 1.5325 million views, with transaction amounts around $25,500, showing that TikTok users are very receptive.

 

Image source:kalodata

The other is real-scene recording videos, which use video feedback from the actual application of dashcams to highlight the necessity of purchasing the product, quickly building irrefutable product trust in a short time.

These types of videos usually get high traffic and truly show that nothing is more convincing than "seeing with your own eyes."

Platform algorithms also often boost this kind of content with strong realism and visual impact, making it easier to gain widespread dissemination. You might as well try it when doing promotion.

 

Image source:TikTok

Besides short videos, what else is special about TikTok?

Live streaming!

According to data, in the past 30 days, the Malaysian account @70maimy achieved a transaction amount of $162,300, of which $144,900 came from live streaming, accounting for 89%.

It can be seen that the 70mai brand attaches great importance to TikTok live streaming.

 

Image source:kalodata

Based on live streaming data alone, their live streaming traffic in the past month was 528,400 times. Although not as high as video traffic, it is still a very good result.

In terms of strategy, the 70mai brand adopts a round-the-clock high-frequency live streaming approach. Although each session is only about two hours, it covers different periods from 8 a.m. to 11 p.m. In short, as long as there is a live stream, there is always someone watching.

In this way, whether users are used to getting up early, browsing their phones during lunch breaks, or surfing before bed at night, they have a great chance of coming across their live streaming room.

 

Image source:kalodata

2. YouTube

Unlike the fast pace of TikTok, YouTube's long videos, with their serious nature and in-depth explanations, are very suitable for dispelling high-value consumers' doubts about product performance.

Therefore, here, the 70mai brand chooses to cooperate with influencers in the automotive and technology fields, focusing on producing long videos such as unboxing tests, detailed reviews, and usage tutorials.

It is worth mentioning that they also directly embed these influencers' review videos on their independent website, using them as objective third-party "trust endorsements," effectively enhancing potential consumers' confidence in purchasing.

 

Image source:70mai

Conclusion

So you see, the road of Tuke, it can be complicated or simple.

It's complicated because you really need to bend down and understand the culture, habits, and rules of another market thousands of miles away. It's simple because its core logic is always clear: use truly good products to solve users' real problems, and deliver this value in the way they are most familiar and comfortable with.

The market is there, and the opportunities have always existed. The key is, are you ready?