468In recent years, as living standards have continued to rise, people’s awareness of healthy consumption has gradually deepened, and the demand for healthy office environments and smart homes has also been growing. This trend has driven the continuous expansion of related market size, with penetration rates steadily increasing.
According to Statista data, by 2025, global smart home market revenue will reach $174 billion, and it is expected that in the next four years, the market will maintain a rapid growth rate of 9.55% per year, with the market size projected to reach $250.6 billion by 2029.
Image source: Statista
Against this backdrop, a healthy home brand from Ningbo, Zhejiang has keenly captured market opportunities, accurately addressed consumer pain points, and stood out in overseas markets, earning its place. In just the first half of 2024, the brand’s cross-border revenue reached 915 million yuan, a year-on-year increase of 20.36%, with business covering 75 countries and regions worldwide, and maintaining a leading position in the linear drive application product market in the US, Germany, and Japan.
This brand isFlexispot.
Image source: Flexispot
1. From OEM to Brand: Using Technology to Solve User Pain Points
According to reports, Flexispot’s parent company Loctek was founded in 2002, initially focusing on OEM for bracket accessories. After the 2008 financial crisis, founder Mr. Xiang realized the limitations of the OEM model and transitioned to cross-border e-commerce in 2011, launching the independent brand Flexispot.
Flexispot’s brand focuses on healthy office scenarios, adhering to ergonomic and space optimization product concepts, deeply integrating Loctek’s self-developed linear drive technology into product design, creating high-quality height-adjustable desk series and ergonomic chair series for office workers.
Image source: Flexispot
Compared with traditional fixed desks, Flexispot’s height-adjustable desk series utilizes advanced linear drive technology to flexibly control desktop height, enabling alternating sitting and standing use, effectively relieving spinal pressure and reducing health damage caused by prolonged sitting. In addition, the series is subdivided according to different usage scenarios, launching height-adjustable home desks, office desks, study desks, gaming desks, etc., meeting the diverse needs of different groups.
Flexispot’s ergonomic chair series focuses on lumbar and back support as its core function, providing users with comprehensive comfort and support, significantly alleviating fatigue from long hours of work, and is an essential tool for healthy and efficient office work.
It is precisely these differentiated products driven by technological innovation that have won Flexispot high praise from office users in Europe and America, opening the door to overseas markets.
Image source: Flexispot
2. Social Media Marketing: Precisely Reaching Target Groups
In overseas market competition, product competition is only the first step; winning users’ minds is the key.
Flexispot fully understands this, and therefore places great emphasis on marketing layouts on social media platforms. The core of its strategy is “precision,” so differentiated marketing content is developed according to the characteristics of each social media platform.
TikTok: Scenario-Based Seeding and UGC Viral Growth
So far, Flexispot’s official verified TikTok account has reached 80,000 followers and 1.1 million likes, making it the platform with the most followers among these social media channels.
Image source: TikTok
The brand attaches great importance to cooperation with influencers in vertical fields, working with many influencers in the study and work domains on TikTok, leveraging their influence to position height-adjustable desks as powerful tools for improving study and work efficiency, deeply embedding them in the minds of fan communities.
It also collaborates with health-focused fitness influencers, using their professional endorsement to closely associate spinal health with height-adjustable desk products, strengthening consumers’ perception of the product’s health attributes. By using influencer seeding, potential audiences are attracted, promoting further conversion.
For example, TikTok influencer @thejunglebadger, with 2.6 million followers, shot a creative promotional short video for the Flexispot brand.
Image source: TikTok
In the video, the influencer showcases the height-adjustable desk product, integrating it into everyday study and life scenarios, conveying comfortable, smart, and efficient product performance to fans. Many users expressed great interest, leaving comments such as “So cool!!!” “Set memory button, looks like it can be controlled by Bluetooth.” “I’m looking for this partner (height-adjustable desk).” Some even directly asked, “Please tell me the brand and model of the desk?”
Image source: TikTok
In addition to working with influencers, Flexispot also encourages fans to share their experiences, attracting a large number of TikTok users to participate and generate a wealth of UGC (user-generated content). By leveraging this user-generated content, the brand has achieved impressive exposure, bringing continuous traffic and conversions.
Image source: TikTok
YouTube: Trust Comes from Professional Reviews
Flexispot’s official verified YouTube account has 26,000 subscribers.
In terms of content strategy, the brand mainly collaborates with professional influencers to launch reviews and installation videos about Flexispot products. Most users in the comment sections of these videos give positive feedback, even saying they’ve been “seeded.” Such third-party recommendations are more persuasive than the brand’s own statements.
Image source: YouTube
Facebook: Strengthening the Image of a Healthy Lifestyle
Currently, Flexispot’s official Facebook account has accumulated 22,000 fans.
Given the high proportion of female users on the platform, Flexispot focuses on conveying the concept of “healthy aesthetics.” By collaborating with sports communities and publishing fashionable home content, the brand ties its products to a refined lifestyle, attracting quality-conscious middle-class consumers.
Image source: Facebook
3. Independent Website: Turning User Data into a Growth Engine
As early as 2016, Flexispot demonstrated forward-looking planning by building its own independent website rather than relying on third-party platforms like Amazon.
There are two considerations behind this decision: on one hand, it avoids operational risks caused by platform rule changes; on the other hand, it uses user behavior data analysis to feed back into product iteration.
The homepage of the independent website features an interactive “height test” tool. After visitors enter their height, work habits, and other information, the system automatically generates personalized desktop height recommendations, increasing user dwell time through this immersive experience.
More importantly, the independent website has become the core channel for the brand to collect user feedback. When data showed that European users generally reported assembly taking too long, the R&D team immediately launched modular components; when it was found that North American consumers preferred eco-friendly materials, renewable materials were prioritized in subsequent new products. This “data-driven improvement” closed loop keeps product iteration speed competitive.
Image source: Flexispot
4. Inspiration for Chinese Brands Going Global
The case of Flexispot proves that Chinese brands are fully capable of gaining a foothold in the global market. Currently, the penetration rate of the global smart home market continues to rise, and this fertile ground is still full of opportunities.
Flexispot’s phased achievements are just a microcosm of the upgrade from “Made in China” to “Chinese Brand.”
For other domestic enterprises intending to go global, instead of waiting and watching, it is better to embrace globalization with a more open attitude. After all, opportunities always belong to the pioneers!
