Whenever we think the 3C track is already saturated, there are always some brands that break out in unexpected ways.

The professional brand of 3C digital accessories and storage solutions under Yuanchuang Group, ORICO, recently made a beautiful comeback on TikTok US with a multifunctional portable travel power strip, achieving continuous explosive growth on the platform.

According to public sales data, this product sold about 17,900 units on TikTok US in the past 30 days, with sales reaching about $353,500, equivalent to nearly 2.5 million RMB, once topping the hot-selling list in the sub-category and opening up new growth space for the brand.​

 

Image source: kalodata

Brand Development: Product Diversification Driven by Technology

Back in 2009, the ORICO brand first entered the market with a "tool-free" hard drive enclosure, a design that greatly lowered the threshold for ordinary consumers to replace or expand hard drives themselves, quickly becoming popular among DIY enthusiasts and external storage users.

At that stage when mobile storage and digital office needs were rapidly expanding, they entered with a small product and captured the rigid demand scenario of "convenient and easy to use". This detail innovation also became the starting point for the brand's continued focus on user-friendly design.

 

Image source: ORICO

In the brand's published corporate story, technology-driven and product diversification are high-frequency keywords.

On one hand, ORICO maintains a pace of launching new products every week through continuous R&D investment; on the other hand, by building a complete portfolio from personal mobile storage, desktop expansion, network storage to power accessories, it improves overall repurchase and cross-selling efficiency.

This kind of scenario-based combination approach is especially important for 3C peripheral brands, because the life cycle of a single SKU is limited, while a series layout focusing on scenarios such as desktop space optimization, data security backup, and mobile office can better cope with the uncertainties brought by consumption upgrades and technological iteration.

 

Brand Mission Image source: ORICO

Dual Demand Driven, Innovation Still Has Opportunities

From an industry perspective, the popularity of ORICO's travel power strip is largely due to the superposition of travel consumption + multi-device charging dual demand.

At present, the 3C digital accessories market has long been an "evergreen" in cross-border e-commerce, with the global market size exceeding $500 billion. The travel power strip segment is expanding at an annual rate of 5.2%, and the market size is expected to exceed $3.5 billion by 2025.

Among all regional markets, the US stands out, mainly because of the collective travel boom of American families during Thanksgiving and Christmas at the end of the year, making products that can charge multiple devices simultaneously a rigid demand.

 

Image source: dataintelo

In addition, from the consumer side, the upgrade of brand perception is also an important trend in market development. Peripheral products have gradually shifted from "just usable" in the past to a comprehensive dimension of "stable, beautiful, easy to use, and with complete service".

ORICO's travel power strip happens to hit these points. A device the size of a mobile phone can power 7 devices simultaneously and is compatible with socket standards in more than 150 countries worldwide, which is really remarkable.

In addition, they have passed UL, FCC and other international safety certifications, and offer colorful dopamine color schemes such as purple and blue, precisely catering to current user preferences for product reviews.

This also shows that in a seemingly crowded track, innovation based on deep scenario insights always has opportunities.

 

Image source: ORICO

Channel Upgrade, Social Media Becomes the New Battlefield

The industry environment is changing, and brands' channel strategies are also quietly upgrading.

In the early days, Chinese 3C companies going Tuke often focused competition more on search ranking, number of reviews, and price, but now, more and more companies choose to focus on content and transaction venues simultaneously.

In this situation, the ORICO brand has also expanded its strategic focus to TikTok, Facebook and other mainstream social media platforms, building a multi-level exposure matrix.

1. TikTok

Specifically on the TikTok platform, ORICO's travel power strip was able to achieve a sales breakthrough in a short period of time, mainly due to the combination of "content-driven + scenario seeding".

You have to know, for 3C products, especially categories like power strips and sockets, to stand out in short video feeds, the selling points must be visualized.

So how exactly should it be done? Here we found the highest-selling video of ORICO for your reference.

This video was posted by TikTok influencer @saitama118 and has now reached nearly 15.3 million views, with a total transaction amount of $409,900, playing a huge role in the explosive sales of ORICO's power strip.

From the video analysis, you can see that this video fits exactly what we call "visualizing selling points".

First, it quickly cuts in with scenario pain points, then uses intuitive dynamic demonstrations to turn core functions into visual language, and finally completes the loop with usage results.

The whole process is closely linked, which is the standard application of TikTok short video viral logic.

 

Image source: Echotik

Of course, relying only on the natural traffic of the video is difficult to achieve the current effect. On the tenth day after the video was posted, ORICO also ran ads (as shown below).

From the data, from September 5th to December 7th, a total of 94 days of advertising were run, costing $106,500.

Although the investment is indeed considerable, the ad ROAS (Return on Ad Spend) reached 3.08, meaning that for every $1 spent on ads, $3.08 in sales was generated. This ROAS is clearly positive (usually ROAS≥2 means no loss).

This "high-quality content + precise advertising" dual-engine strategy not only amplifies the long-term value of viral videos, but also achieves dual growth in traffic and conversion. Everyone can learn from this when doing TikTok.

 

Image source: kalodata

Since its launch in July, ORICO's travel power strip has sold 45,800 orders, with a total transaction amount of $1,020,300. For a power strip with an average price of about $23, this is already a good result.

 

Image source: Echotik

2. Instagram

On visual-driven platforms like Instagram, ORICO's brand operation shows a clear and efficient conversion logic.

Their official account does not pursue complex content forms, but focuses tightly on the product itself and instant promotions, directly displaying real product shots with eye-catching discount information and promo codes, compressing the viewing path to "see-attract-buy".

At the same time, the account will also incorporate lightweight interactive activities such as giveaways to maintain fan engagement and expand potential customer coverage.

 

Image source: Instagram

From Product Output to Brand Value Leap

For domestic companies intending to expand overseas, the inspiration from brands like ORICO is not limited to creating explosive products, but lies more in systematically using the combination of "product strength + scenario sense + channel operation".

Whether it is 3C, home, or other consumer goods tracks, the overseas market is waiting for more Chinese companies to explore with more mature products and more restrained expressions.

For domestic companies that have already polished their products in the local market and have stable supply chains and R&D capabilities, now is undoubtedly a rare and good opportunity to go Tuke!