Music is definitely an indispensable spice in modern life:when feeling emo, it heals you; when suffering from insomnia, it helps you sleep; when exercising, it ignites your energy...

As music becomes more deeply integrated into daily life, portable Bluetooth speakers have naturally become an indispensable "mobile companion".

 

Image source:Tribit

In recent years, with the explosion of demand for various scenarios such as outdoor, sports, and parties, Bluetooth speakers have gone from being optional to a must-have when going out. This change in lifestyle has also brought unprecedented market opportunities.

According to research data fromGrand View Research,the global market size of portable Bluetooth speakers has been growing year by year since 2018.

Among them,the estimated value in 2023 is $12.9 billion, and it is expected to exceed $27.9 billion by 2030, with a compound annual growth rate of 11.7% over the years, showing a very strong development momentum.

 

Image source:Grand View Research

Facing such a high-potential, high-growth track, many international big brands have already made early arrangements and occupied the core position.

For small brands, to break through, they must find a differentiated path.

The Tribit brand introduced today is a typical case of successfully counterattacking in overseas markets through a differentiated approach and becoming a dark horse in the industry.

Next, let's take a look at how it grew from an affordable alternative to big brands to an industry benchmark with annual sales exceeding 100 million.

 

Image source:Google

Entering from marginal needs, creating differentiated product strength

According to public information,since its establishment in 2010, Tribit's parent company Shenzhen Thousand Shores Technology has been deeply engaged in cross-border business, covering sports & outdoors, Bluetooth audio, smart home and other fields.

In order to gain a foothold in the fiercely competitive overseas Bluetooth audio market, Thousand Shores Technology officially launched the Tribit brand in 2017, focusing on the R&D and sales of audio devices such as Bluetooth speakers and headphones.

 

Image source:Tribit

At the beginning of its establishment, facing a situation where the high-end market was monopolized by international brands and the low-end market was caught in a price war,Tribit chose a differentiated development path—starting as an affordable alternative to big brands and gradually upgrading to high-end.

By "guerrilla fighting" with big brands, Tribit focused on the segmented needs ignored by mainstream brands, such as strengthening waterproof performance, improving battery life, and enhancing portability, creating a user experience more in line with actual usage scenarios on the marginal functions of big brand products.

These overlooked features instead became the key for Tribit to break through.

Take the flagship StormBox series as an example. This series is designed for outdoor sports and party entertainment scenarios, ensuring excellent sound quality while also having IPX7/IP68 waterproof and dustproof capabilities and long battery life, perfectly meeting the needs of the European and American "party crowd".

 

Image source:Google

With these differentiated features, products such as StormBox Blast have successfully attracted a large number of target users, becoming high-quality alternatives to big brands and making Tribit stand out among many Bluetooth speaker brands.

In 2023, its annual sales exceeded 100 million yuan, and it has repeatedly appeared on Amazon's audio category BSR list.(Data from Tuke)

Now,the sales network of the Tribit brand has successfully covered many important overseas markets such as the United States, Canada, the United Kingdom, Germany, France, Singapore, Malaysia, Indonesia, and Russia, becoming a leading brand in this niche category loved by consumers.

 

Image source:Tribit

Influencer marketing: Real experience trumps parameter stacking

Of course, the success of product differentiation is only the first step in the brand's "Long March".

How to gain a firm foothold, reach a wider range of potential users, and achieve sustained sales growth is the bigger challenge ahead.

To this end,the Tribit brand decisively chose overseas influencer marketing as a breakthrough tool. By leveraging the influence of creators on mainstream social media platforms such as TikTok, it helped itself quickly break out in overseas markets.

In terms of influencer selection,Tribit did not focus on top influencers, but cooperated with a large number of niche influencers in vertical fields with 10,000 to 100,000 followers.

Most of these influencers are outdoor enthusiasts or audio beginners. Their video style is closer to ordinary users, and the content focuses more on real experiences rather than boring parameter explanations.

For example, @farbyuoljwv, who has 15,900 followers, is one of Tribit's long-term TikTok influencers.

 

Image source:TikTok

When promoting the StormBox series, she shot and released several visually impactful review videos, focusing on showcasing the product's IPX7/IP68 waterproof and dustproof capabilities.

 

Image source:TikTok

Among them, one promotional video performed particularly well. So far, it has reached 4.6 million views and 68,600 likes.

In the video, the influencer directly "buries" several Tribit Bluetooth speakers in sand, visually demonstrating that even in harsh environments, the product can be completely covered in dust and still start up normally and maintain good sound quality.

In the comments section of the video, many users inquired: "How much is this?" "I want these products."

It can be seen that this kind of real and impactful content allows potential users to feel the product's performance advantages more than any advertising slogan, with precise and direct results.

 

Image source:TikTok

Localized operations: precisely reaching niche markets

In addition to cooperating with influencers,the Tribit brand has also built a comprehensive account matrix on TikTok to more accurately reach users in different countries, establishing localized accounts for key markets such as Malaysia and Thailand.

 

Image source:TikTok

Among all the accounts, the most outstanding is @tribitmalaysia, which targets the Malaysian market. At present, it has accumulated 29,300 followers and 73,500 likes.

 

Image source:TikTok

The viral videos on this account mostly focus on demonstrating the super waterproof performance of Bluetooth speakers, conducting real tests in indoor water tanks or outdoor rain, allowing users to directly see the product's stable operation even in extreme environments.

This real and life-like display method can naturally integrate into users' daily usage scenarios, allowing users to truly feel the practicality of the product and thus stimulate purchase interest.

 

Image source:TikTok

Now is the right time to enter the smart audio track

In summary,Tribit's growth path proves:even in a track crowded with giants, as long as you identify niche needs and combine them with precise social media marketing, you can still overtake on the curve.

Now, the global smart audio market is still growing rapidly. The consumption upgrade in emerging markets and the continued boom of the outdoor economy provide broad space for brand development.

As long as you, like Tribit, identify users' pain points, deepen the product's selling points, and amplify the voice on social media, your brand also has the opportunity to gain a firm foothold and shine in this niche track.