337With the shopping season approaching, TikTok has once again become a stage for cross-border merchants. Recently, several translation earphones launched by MINISO have gone viral in the US TikTok market, sparking a buying frenzy.
01
Translation Earphones Are Booming
According to EchoTik data, in the past 30 days,MINISO's US store MINISO.US achieved sales of over $2.2 million, with weekly sales reaching $1.3 million. Its two translation earphones became the top two bestsellers within just a few months of being listed.
What made these two earphones the dark horses of this year's AI hardware track?
Image source: EchoTik
Reportedly, these two earphones feature real-time translation in 75 languages, and also support music playback and phone calls, meeting multi-scenario needs. The open-ear design solves the discomfort that can come from wearing in-ear earphones for long periods, perfectly aligning with consumers' health and comfort demands.
And with a price tag of less than $20, their cost-effectiveness is unmatched. Compared to mainstream brands whose earphones often cost $300, MINISO's translation earphones are high-performance and affordable, winning the favor of consumers.
Image source: EchoTik
Of course, the popularity of these earphones is inseparable from MINISO's precise marketing on the TikTok platform. MINISO adopted a“short video + livestream” dual strategy, quickly achieving growth in both traffic and conversion.
In the past 30 days, MINISO has published over 3,300 short videos and held 949 livestreams.
Among them, a video themed “These AI translation earphones are taking over!” used humorous language and a clever demonstration of the earphones' translation function, surpassing 8.4 million views and resonating widely with users. The comment section was packed with “fans wanting to buy.”
This scenario-based content presentation made the earphones' actual functions tangible, prompting many users to click “order” directly.
Image source: TikTok
Additionally, the breakout success of MINISO's earphones is closely tied to its influencer marketing strategy. Although its own account's content marketing is not particularly outstanding, its influencer marketing has perfectly carried the weight.
From the sales channel analysis chart below, you can see that influencer-driven sales account for 98.03% of the total, which is almost the entirety of the overall marketing plan.
Image source: EchoTik
Moreover, MINISO's influencer collaborations do not focus on only big influencers, but rather on the influencers' own niche. In MINISO's influencer list, there are both influencers with millions of followers and micro-influencers with just a few hundred followers. This wide-net strategy not only lowers advertising costs but also effectively boosts conversion rates.
For example, a micro-influencer with only 134 followers brought in 6,200 sales and $130,000 in revenue with a single video.
Image source: EchoTik
But this doesn't mean MINISO doesn't collaborate with other types of influencers; it also works with entertainment and lifestyle influencers to showcase the earphones' versatility in various scenarios, further expanding its audience.
Complementing this is livestream interaction, which provides real-time demonstrations and Q&A, giving consumers instant trust and becoming a key driver of sales.
02
The AI Hardware Boom
The hot sales of translation earphones also reflect the vast potential of the AI hardware market. Real-time translation has become a new necessity in a globalized world, whether for international travel or business occasions, these hardware products provide users with convenient solutions.
At the same time, the open-ear design aligns with the trend of health products, offering a more comfortable choice for long-term wearers. The affordable price has quickly made these earphones popular among TikTok users, becoming the first choice for smart hardware purchases.
SYT Audio Store is another example similar to MINISO. This store also sells 3C smart electronic devices, and its open-ear translation earphone, priced under $30, is very popular in the US TikTok market. In the past 30 days, sales reached $1.8 million, ranking 14th on TikTok's best-selling product list.
From this, it can be seen that the future potential of the AI hardware market remains huge. Whoever can capture the core needs of consumers and provide more cost-effective and innovative products will have the opportunity to secure a place in the global market. The popularity of translation earphones from MINISO and others is just the beginning of this AI hardware wave.
