When it comes to nail lamps, many people’s first reaction might be: It’s just a small gadget, how much can it sell for?

But what you may not know is that there’s a brand in Shenzhen calledSUNUV,which sold 4 million units in a single year and captured 40% of the global market share.

Hearing this, are you, like me, wondering: How does a single product manage to create a “business empire at your fingertips”?

Today, let’s dig into its secrets for going global.

Image source: Internet

Seizing niche pain points can also unlock huge markets

The goal of the SUNUV brand is actually very simple: focus solely on nail lamps, and do it to perfection.

For most people, nail lamps may just be a marginal product, but for beauty lovers, this gadget is a “lifesaver.” Without it, gel polish won’t dry, and problems like shrinking and peeling will follow.

What many people don’t know is that SUNUV started out (in 2010) as a small OEM company making nail lamps for domestic brands. But by 2016, it began operating its own brand independently and focused on overseas markets. As a result, with just one product, it captured 40% of the global market, with annual shipments reaching 4 million units, firmly establishing itself as the “top player in the nail lamp industry.”

What’s the secret?Understand user pain points and solve them!

Many nail lamps on the market cause a burning sensation during use, and can even darken nails and skin. SUNUV addressed this issue by launching a “painless mode,” greatly improving user experience. In addition, it designed various plug standards to meet the needs of users in different countries and regions. These thoughtful details successfully won over consumers.

Image source: SUNUV official website

E-commerce + social media: a two-pronged approach

Another key to SUNUV’s success lies in its marketing strategy—it knows how to “sell products” and also how to “tell stories.”During its global expansion, it cleverly combined the broad reach of e-commerce platforms with the efficient communication of social media, creating a marketing mix that balances efficiency and emotional connection.

On e-commerce platforms, SUNUV has a comprehensive presence on Amazon, AliExpress, and eBay, and holds 60% of the nail lamp category market share on Amazon alone, with multiple products consistently topping the charts.

Multiple products on Amazon BS rankings Image source: Amazon

In addition, the brand has launched an overseas independent website, attracting organic traffic through SEO optimization. Data shows that although the site only gets 25,000 monthly visits, organic traffic accounts for as much as 70%. Among popular search terms, 94% are directly related to the “SUNUV” brand, demonstrating high consumer attention and recognition.

Image source: SUNUV overseas independent site

If e-commerce platforms are SUNUV’s main battleground for reaching consumers, then social media is essential for connecting with the younger generation.

SUNUV is very skilled at “planting grass” on platforms like TikTok, posting DIY nail tutorials, product usage tips, and discount information. This not only attracted a large following, but also directly boosted sales.

Currently, SUNUV’s official TikTok account has accumulated 22,400 followers, with total video views reaching 12.1621 million—a solid performance for this follower base.

Image source: TikTok

Niche tracks: the trillion-dollar opportunity behind the nail market

Of course, SUNUV’s rapid rise in the global market is not just due to outstanding promotion and marketing, but more importantly its precise grasp of the nail lamp niche.

According to statistics, the global nail market is expected to reach $12.46 billion in 2024, and the nail tools market reached $21.09 billion in 2023, with a projected compound annual growth rate of 4.8% in the future.

SUNUV keenly spotted this trend, focusing on user pain points and actual needs for nail lamps. This not only secured its leading position in the niche, but also further proved that niche markets can be just as promising as mass markets.

Image source: Statista

Focus leads to expertise, expertise builds brands

The story of SUNUV shows us that deep cultivation of niche markets is not a limitation, but an amplifier of opportunity. By fully understanding user needs, combining innovative products with efficient marketing strategies, even seemingly niche products can gain a foothold in the international market.

Perhaps in the broader consumer market in the future, there will be more Chinese brands like SUNUV, breaking regional and cultural boundaries with a lamp, a bottle of water, or even a nail, and entering the lives of overseas consumers. This is not only a testament to the strength of “Made in China,” but also the unlimited possibilities of Chinese brands going global.

So, who will be the next SUNUV?