Many cross-border business owners have, to some extent, hands-on experience: some have deeply cultivated a specific category and achieved great results; others have dabbled in various single products but ultimately failed to turn a profit.

Reaching this point, whether to change tracks has become a dilemma that countless cross-border practitioners repeatedly ponder.

As the saying goes, fight no unprepared battle. Changing tracks must never be a blind move based on a momentary idea. You must first figure out whether the industry is worth entering, precisely lock in target markets, implement all preparatory work, and then wholeheartedly focus on the new track.

Today, let's share a highly instructive track-switching case study: take a look at how the local Shenzhen electric toothbrush brand Oclean firmly established itself in a niche track and achieved annual revenue exceeding 100 million yuan.

Image source: Oclean

Cross-border Entrepreneurship: A Precise Shift After Foresight

According to public information, the smart electric toothbrush brand Oclean was founded in May 2016, and its birth itself is a successful case of track transformation.

Founder Mr. Liu had deeply cultivated the consumer electronics track for 20 years. In the early years, his Blue Devil MP3 reached annual sales of 1 billion yuan at its peak, and the five-element tablet he launched also sold well.

In 2015, he predicted that the market size of the tablet industry would continue to shrink, while also discovering a clear gap in the global electric toothbrush track:

Products on the market generally lacked smart functions, with prominent shortcomings in gum protection and noise reduction. After identifying this opportunity, he decisively entered the smart oral hardware track.

To achieve results, the Oclean brand got two things right.

First, self-developed technology to create differentiation, directly benchmarking against international giants like Philips.

In November 2016, the brand launched the first self-developed product prototype, the Oclean One smart magnetic levitation electric toothbrush. By relying on self-developed core technologies such as magnetic levitation motors and micro-sweep technology, it created a gap with other brands.

Image source: Oclean

In April 2017, Oclean teamed up with Huami to launch the mass-produced Oclean One, which officially hit the market in July of the same year. It simultaneously launched on the overseas crowdfunding platform Indiegogo, successfully raising $150,000 and opening a breakthrough in overseas markets.

In 2019, the brand launched the world's first touch-screen electric toothbrush, the Oclean X, which can be used directly via touchscreen and displays real-time brushing data including duration, force, plaque distribution, etc. Leveraging hardcore technical advantages, it differentiated itself from traditional button-based products from Philips and Oral-B. In just 15 days of crowdfunding, it sold 55,000 units and raised over 13 million yuan, topping the category.

Image source: Oclean

Subsequently, Oclean continued to expand its product line, simultaneously deploying complementary products such as water flossers and teeth whitening devices, transforming from a single electric toothbrush manufacturer into a full-category oral care solution brand, continuously seizing niche market share.

Second, stratified positioning in overseas markets to match regional consumer demands.

Consumer purchase preferences vary significantly across regions. Asian consumers prefer affordable portable models, focusing on volume sales; European users in countries like Finland and Poland pay more attention to gum protection, noise reduction performance, and professional certification, and are willing to pay a higher premium for smart features.

Therefore, the Oclean brand chose to deeply cultivate multiple European markets, catering to stratified consumption needs and achieving stable and balanced growth in performance.

Image source: Oclean

Omni-Channel: Two-Way Penetration Online and Offline

Beyond quality products and precise customer targeting, a well-established sales channel is also key to performance conversion. To this end, Oclean adopted an omni-channel strategy running both online and offline simultaneously:

Online, the brand covers all Amazon sites, Poland's local leading e-commerce platform Allegro, the largest e-commerce website in Southeast Europe eMAG, etc.

Today, the brand holds a steady second place in the Finnish electric toothbrush market, ranks first in the flosser category, and has even topped the electric toothbrush sales charts multiple times in the Polish market.

In addition to joining third-party platforms, Oclean has also built its own independent website. The independent website allows full control over user data, free from platform rule restrictions, helping the brand cultivate a high-repurchase private domain customer base over the long term.

Image source: Oclean

In terms of offline channels, the brand has entered multiple European chain supermarkets, 3C digital product stores, and professional pharmacies, including Carrefour, Lidl, MediaMarkt, ROSSMANN, Super-Pharm, Biedronka, etc.

Through offline counter trial experiences, joint displays in dental clinics, and offline new product launch events, the brand further strengthens its professional oral care brand image.

According to the latest forecast data released by overseas intelligence platform Prospeo in April 2026:

Oclean brand's estimated annual revenue is approximately $20 million, which is about RMB 137 million based on the offshore exchange rate for the same period, making it a benchmark overseas brand in the domestic oral hardware niche.

Image source: Prospeo

Short Video Breakout: Making Technology Visible

As a high-end smart toothbrush brand focusing on touchscreen operation and oral data visualization, Oclean's core product technology is difficult for overseas consumers to intuitively perceive through text and images alone. Short videos can visually demonstrate product functions, helping users quickly understand the product value and thereby prompt purchases.

Based on this, Oclean has deeply laid out on overseas social platforms like TikTok, relying on short video content to complete the full conversion chain of attraction, awareness, and purchase.

1. Build Multi-country Regional TikTok Accounts

To adapt to the consumption habits of different country markets and achieve precise localized operations, Oclean has set up independent TikTok regional accounts for core markets such as Poland, the United States, and the UK.

Among them, the Polish local account @Oclean Polska has achieved outstanding operational results, currently gaining 30,100 followers and a total of 263,500 likes on the account.

Image source: TikTok

The account content precisely targets female groups who pay attention to oral care and pursue sophisticated skincare, producing a large number of real-person test videos, before-and-after oral condition comparison videos; unify the visual style and content tone, using daily vlogs to showcase the product integrated into women's full-day life scenarios.

Through continuous exposure of massive life-oriented test content, and leveraging platform algorithms to continuously push to potential customer groups, steadily enhance the brand and product's overseas awareness.

Image source: TikTok

2. Broaden Audience Coverage Through Influencer Collaborations

Beyond managing its own accounts, Oclean also collaborates with multiple top-tier influencers on the platform to promote content, precisely reaching target users with oral care needs.

Influencer collaborations are not limited to female bloggers; they also extensively invite male creators for product reviews, broadening the brand's audience boundaries.

For example, @Merayad, who has 7.4 million followers, is one of the brand's collaborating influencers.

Image source: TikTok

In the collaborative promotional video, @Merayad starts with a relatable morning brushing routine, personally demonstrating Oclean's core electric toothbrush features such as touchscreen gear adjustment, real-time remaining brushing time display, and daily gum health detection.

This close-to-life authentic content is highly engaging; since its release, it has garnered over 1 million views and 27,300 likes.

While watching, users naturally become familiar with the product's functions, gradually building a positive impression and effectively increasing the conversion rate for subsequent purchases.

Source: TikTok

The overseas market is still waiting for more entrants.

Looking at Oclean's growth path, it is a microcosm of the precise alignment between China's supply chain capabilities and overseas market demands.

The electric toothbrush category continues to see rising penetration in European and American markets, with consumers placing increasing importance on oral health, while traditional international brands lag noticeably in the iteration of smart features and interactive experiences.

This is precisely a window of opportunity for domestic companies. With accumulated technology, cost advantages in the supply chain, and the possibility of a curve overtaking via new traffic platforms like TikTok, now is not too late to enter this category.

The overseas market is vast, far from the stage of stock competition; gaps in niche segments are still everywhere. For domestic enterprises, what may be lacking is not capability, but the courage to take that step and the patience to do thorough localization work.

Someone has already blazed a trail; now it depends on who runs faster and more steadily.