In today's world where smart homes are popular globally, Yeelight, once a Xiaomi ecosystem lighting brand, has successfully risen in overseas markets thanks to its outstanding innovation capabilities and keen market sense,achieving the astonishing feat of breaking 100 million in revenue within 2 years!

Behind this success are its diversified market strategies and strong brand marketing capabilities, especially leveraging social platforms such as TikTok to drive traffic to its independent site, which has fueled the brand's rapid growth.

Let's explore the secrets behind its success together.

Yeelight was founded in 2012 and is a subsidiary of Qingdao Yeelight Intelligent Technology Co., Ltd.

As a pioneer in the field of smart home lighting, Yeelight continuously innovates and has developed a series of smart lighting solutions covering product lines such as home lighting, desk lamps, and ambient lights. Through intelligent control and diverse lighting options, it provides users with an excellent experience.

Currently, Yeelight's cumulative global shipments have exceeded 80 million units, with users in more than 200 countries and regions.

Yeelight's overseas expansion began at the end of 2018, using the Indian market as a springboard. With the support of the Xiaomi ecosystem, it quickly launched products such as smart lamps, light strips, and smart bulbs locally, targeting the mid-range market.

Facing the challenges of the Indian market, Yeelight quickly adjusted its strategy, gradually reducing its reliance on the Xiaomi brand and enhancing its own brand independence. Through diversified sales channels and international exhibitions, Yeelight has continuously increased its brand awareness in the global market.

Later, Yeelight further expanded its market coverage by cooperating with mainstream cross-border e-commerce platforms such as Amazon, Walmart, AliExpress, and eBay. At the same time, Yeelight actively developed its own channels, including independent websites and offline channels. According to statistics, in the past three months, Yeelight's independent site has reached 72.9K visits, mainly from the United States, the United Kingdom, and France.

In the process of globalization, Yeelight deeply understands the importance of social media, especially leveraging the powerful influence of TikTok, Yeelight quickly built brand awareness among the younger generation. Through a series of creative short videos, Yeelight not only showcased the intelligence and diversity of its products, but also successfully attracted a large amount of attention with highly interactive and entertaining content.

For example, Yeelight launched the "Light Show Challenge" video series, which attracted a large number of users to interact by showcasing the cool effects of smart lighting changing with the rhythm of music. This viral spread not only quickly increased the brand's exposure, but also drove actual sales growth. In addition, Yeelight has also cooperated with many TikTok influencers, further promoting the brand through their influence and gaining more potential users.

In the process of market expansion, Yeelight pays particular attention to deep connections with users. By releasing a series of discount offers and direct email marketing (EDM) on its independent site, Yeelight has established an efficient user management system. At the same time, Yeelight collects user data through Facebook communities, its own APP, and membership system, formulates precise marketing strategies, and has built a closed-loop ecosystem.

This private domain operation model enables Yeelight to respond quickly to market changes and flexibly adjust marketing strategies. In addition, Yeelight divides users into three levels: existing, semi-existing, and incremental, and improves user experience and promotes repurchase by formulating personalized push strategies.

According to third-party data, the global smart lighting market size is expected to grow significantly from 2024 to 2028, which not only provides broad development space for Yeelight, but also brings opportunities for domestic smart lighting factories.

It is believed that after this round of growth, more major lighting brands will emerge both at home and abroad.