When everyone is at work, are your workstations in the “resignation style” or “healing style”?

Work is already tough enough, if it’s not comfortable...Wait, this generation of workers and remote employees seem less and less willing to “settle”.

A clear trend is: ergonomic equipment, once seen as “luxury goods”, is quickly entering the homes of ordinary office workers worldwide. In this sweeping revolution, a brand called HUANUO is rising at an impressive speed.

Data shows that its parent company, BSQ Group, achieved annual sales of $560 million in 2024, with the HUANUO brand contributing over $300 million. Moreover, its products have repeatedly won international authoritative awards such as the German Red Dot Award and iF Design Award.

So, what makes this brand favored by consumers? Today, let’s explore.

 

Image source:HUANUO

Let’s Make Comfort a Necessity

The birth of the HUANUO brand originated from a simple idea: to make healthy office equipment affordable for professionals worldwide.

In 2016, founder Henry Lyu established BSQ (Beisiqi, the brand’s parent company) in Shenzhen, and the HUANUO brand was launched.

He is a veteran structural engineer, who spent nearly twenty years in a leading audiovisual equipment company, accumulating extensive experience in product development and supply chain management.

The original intention for entrepreneurship was straightforward. At that time, there was a huge gap in the office product market: cheap products were too basic, while branded ergonomic products cost over $300, which ordinary white-collar workers simply couldn’t afford.

Meanwhile, the acceleration of global digital office work made cervical and lumbar strain, as well as visual fatigue, common occupational diseases. The demand for healthy office equipment has never been so urgent.

 

Image source:HUANUO

In the early days of entrepreneurship, they spent two whole years refining their first product.“Twenty or thirty people spent two years studying one product, from structural design to process details, from detail page optimization to after-sales service.” Henrysaid this in a related interview.

In 2017, this TV mount became a hit on Amazon US, reaching Best Seller #2 and achieving the highest sales in its category.

In 2021, BSQ reached a major turning point, with joint investment from IDG Capital and Anker Innovations. The investors commented: “Finally found a founder who truly makes products.”

This investment accelerated BSQ’s global expansion, with HUANUO and other sub-brands quickly covering mature markets in Europe, America, and Japan, and expanding into emerging markets such as Southeast Asia and the Middle East.

 

Image source:HUANUO

Why Is Everyone Paying Attention to “Ergonomics”?

HUANUO chose to focus on the “ergonomic office furniture” field for good reason. So, how big is this market?

Reports indicate that by 2026, the global ergonomic office furniture market is expected to reach $7.228 billion, and is projected to grow to $13.28 billion by 2035, with a compound annual growth rate of 6.99%.

Among them, monitor arms and mounts are important components. The core driving force is the increased attention of consumers to cervical health and sitting comfort, as well as the growing popularity of remote work.

 

Image source:industry research

Interestingly, market data shows that the keyword“Portable Monitor Mount” has seen a 540% increase in searches on TikTok over the past five years, with its popularity rating marked as “explosive”.

In other words, it’s not brands pushing products to consumers, but consumers themselves are already frantically searching for these products.

When a category’s search popularity on content platforms grows exponentially, and user-generated content reaches tens of thousands, brands no longer need to educate the market, but rather to meet demand. Market demand itself becomes the biggest booster for a brand’s takeoff.

 

Image source:explodingtopics

Omni-channel Breakthrough: HUANUO’s Overseas Marketing Matrix Strategy

HUANUObrandreaching this scale can’t be attributed to just one factor.

From available information, HUANUO’s Tuke journey combines e-commerce, social media, independent sites, and offline home entry, forming a multi-faceted model where each link is connected.

Today, we’ll mainly focus on the online part, briefly discussing the brand’s traffic-to-conversion layout. If you have other opinions, feel free to add them in the comments!

1. Social Media

TikTok can be said to be HUANUO’s strongest card in its social media layout..

According to platform data, since joining, the brand has achieved nearly $8.9362 million in sales on TikTok US, with cumulative sales of 191,400 orders and collaborations with 18,500 influencers.

 

Image source:echotik

Among them, the brand’s best-selling dual monitor mount on TikTok alone achieved $4.9293 million in sales, with 10,500 influencer collaborations and 11,000 promotional videos, accounting for “half the country” of HUANUO’s TikTok sales.

 

Image source:echotik

Such impressive results are inseparable from the brand’s early layout in the influencer ecosystem.

During the cold start phase, HUANUO realized that influencers would be key to rapidly expanding product awareness. Early promotional videos focused on cost-effectiveness and the “free” movement of screens. With this strategy, the product topped category sales charts within just three months of launch..

 

Image source:TikTok

After the product exploded in sales, HUANUO’s approach broadened. They collaborated with influencers to launch “Don’t buy, I’m afraid you’ll fall in love” anti-routine videos and creative content with mini-theater introductions, successfully breaking the stereotype of tech geeks and attracting a large number of female users.

 

Image source:TikTok

For example, TikTok influencer @dem.poptarts’ playful line “No more using cereal boxes to raise my screen”, paired with a neat and tidy desk after the makeover, directly brought the product over 6.8 million exposures and an estimated sales of over 1,500 units..

From the results, these lively materials do trigger resonance and discussion, bringing considerable organic spread.

 

Image source:TikTok

Besides TikTok, the visually-driven Instagram also undertakes the task of capturing high-value traffic and secondary seeding for HUANUO.

Unlike TikTok’s strong sales attribute, HUANUO focuses more on lifestyle branding on Instagram. By posting carefully arranged minimalist and tech-inspired HD desktop scenes, using vertical tags like #AmazonFinds, #DeskSetup, #HomeOffice for targeted traffic, they seamlessly guide users from fragmented social media platforms to Amazon and independent site ordering portals.

 

Image source:Instagram

2. Independent Site

For independent sites, HUANUO treats it as the core base for brand awareness and capturing high-value organic traffic, especially with solid Google SEO layout.

The brand has done long-term keyword optimization for core category terms. Public search results show that when searching the core term “Monitor Mount” on Google, HUANUO’s independent site product page ranks first in organic search results, ahead of international veteran competitors like Ergotron, securing high-intent precise traffic and continuously bringing free, stable organic traffic to the brand.

 

Image source:Google

In addition, HUANUObrandhas also seized the new AI search traffic trend. According to the latest public independent site traffic data, in March 2026, chatgpt.com accounted for 35.2% of HUANUO’s independent site referral traffic, ranking first among all referral domains, with a traffic increase of 85.12%, showing the effectiveness of its AI traffic layout.

Behind this, HUANUO quickly captured the new changes in overseas users’ search habits: nowadays, more and more overseas consumers directly ask AI models like ChatGPT for recommendations when shopping.

This proactive layout of emerging traffic channels also allows the brand to gain more incremental customers than its peers.

 

Image source:Google

3. Amazon

On Amazon, HUANUObrandstrategy is to penetrate the market with core products.

Dual monitor mounts, standing desks, and other core products have long occupied the top three in their categories. The dual monitor mount sells over 100,000 units annually, contributing about 45% of the brand’s total sales..

Additionally, they offer 30-day free returns, 5-year warranty, and local customer service to strengthen user trust and repurchase. Combined with TikTok and Instagram content guidance, HUANUO achieves a closed-loop connection between internal and external traffic.

 

Image source:Amazon

To be honest, HUANUO’s success is not just because the products are good. The key is that it turned “comfortable office” into a scalable brand language that can reach global consumers.

For domestic enterprises, today’s overseas market is friendlier than ever—channels are diversified, tools are mature, and consumers are willing to buy from new brands.

But you can’t just move any product and expect success. Remember, product strength is the chassis, channel layout is the engine, and brand awareness is the steering wheel—missing any one, you won’t go far.