448Currently, with the innovation of display technology and the diversification of home entertainment scenarios, the global projector industry is shifting its development focus from "parameter competition" to "experience reconstruction".
In this transformation, Chinese brands represented by Xgimi, relying on technological iteration and global expansion, have quietly brought the "screenless cinema" experience to the world.
In the first half of 2024, Xgimioverseas revenue reached 448 million yuan, a year-on-year increase of 27.95%, with an overseas gross margin as high as 46.55%, far exceeding the domestic figure of 22.20%.
Behind these figures is not only a brand's breakthrough, but also a deep transformation of Chinese manufacturing from "going global" to "taking root".
Image source: Internet
12-Year Marathon: From "Tech Geek" to "Global No.1"
According to records, in 2012, Mr. Zhong, who had been deeply involved in TV chips at MStar Semiconductor, founded Xgimi in Chengdu with a team of engineers. Their original intention was simple: to use projection technology to break the size limitations of traditional TVs and bring home theater into ordinary households.
In 2014, Xgimi launched its first smart projector, the Z3, integrating the Android system with projection for the first time, allowing users to watch movies online and install apps, thus ushering in the era of smart projectors.
Over the next decade, Xgimi continued to invest in R&D at an annual growth rate of over 50%.
Xgimi Z3 image source: Internet
With these efforts, the market responded to technological advancement with sales.
Since 2018, Xgimi has ranked first in China's projector market shipments for six consecutive years; in 2023, its global home projector market share reached 6.5%, topping the industry.
In the capital market, Xgimi was listed on the STAR Market in 2021, with a market value exceeding 26.5 billion yuan on its first day, becoming thefirst smart projector stock.
However, the real test comes from overseas—how can "Chinese projectors" be seen by the world?
Image source: Amazon
Diversified Layout: Breaking Cultural Barriers with Lifestyle
Brand globalization is not just about product export,but also athree-dimensional battle of channels and content, which can be seen from Xgimi's overall overseas layout.
This diversified layout strategy not only ensures the brand's penetration in different consumption scenarios, but also transforms hardware products into lifestyle symbols through precise content operations.
Image source: Amazon
△ Online: Dual Drive of E-commerce Platforms and Social Media Matrix
Online platforms are the main battlefield for Xgimi's overseas expansion. In operations, they pay great attention to localization, as the founder said: "In addition to communicating more with users and enhancing product competitiveness, I think we still need to rely on local channels and local brand building."
For example, on TikTok, Xgimi has set up corresponding regional accounts for different markets, attracting local users by showcasing product performance in various unique scenarios.
Image source: TikTok
On the Japanese account @xgimi_japan, content mainly showcases the projector's compactness to address the pain point of limited residential space in Japan; while the European and American account @xgimi_usa focuses on outdoor camping scenarios, highlighting portability and large-screen viewing experience.
This targeted strategy helps the brand match user needs and convert traffic while enhancing user favorability.
US account (top), Japan account (bottom) image source: TikTok
In addition, in content creation, Xgimi does not use traditional "parameter bombardment" ads, but transforms the projector from a functional product into an emotional carrier through scenario-based storytelling.
Image source: TikTok
Take influencer @thejunglebadger as an example. He is a TikTok influencer with 2.7 million followers, and his videos mainly introduce products to fans through lifestyle reviews.
In his collaboration video with Xgimi, he maintained his usual style, starting from home life scenarios and showcasing the product's advantages through real-life experiences. The video eventually received 930,000 views, bringing considerable traffic and attention to the brand.
Image source: TikTok
While accumulating traffic on social media platforms, Xgimi has also expanded to multiple e-commerce platforms.
However, on platforms like Amazon and Rakuten, Xgimi did not choose to engage in a "price war", but instead emphasized technological differentiation to make its products stand out.
For example, the MoGo 3 Pro equipped with the Google TV system, thanks to its unique functional design, achieved monthly sales of 300+ and received the "Overall Pick" label, even though its price is 30% higher than similar products.
This "high price, high quality" strategy not only maintains the brand's tone, but also reinforces product credibility through platform algorithms.
Image source: Amazon
△ Offline: Basic Coverage of Channel Network
If online channels are the entry point for traffic, then Xgimi's 4500+ offline outlets worldwide serve as "experience converters".
Xgimi projectors can be seen in BestBuy in the US, Darty in France, EI Corte Ingles in Spain, Tsutaya Electrics in Japan, etc. This "what you see is what you get" experience model can convert the brand momentum accumulated online into offline purchase decisions, allowing consumers to intuitively feel the product's advantages and further enhance brand awareness.
Image source: Tsutaya Electrics
Conclusion: The New Globalization Proposition for Chinese Brands
From Xgimi's globalization case, it is clear that in today's high traffic cost environment, relying solely on the dividends of a single platform cannot establish long-term brand value. Only through diversified and three-dimensional layouts can the closed loop from product exposure to user mindshare be achieved.
At this moment, the overseas market not only has "new infrastructure" like TikTok Shop that lowers the threshold for going global, but also brand premium space brought by independent sites and DTC models.
Rather than getting stuck in the stock market's internal competition, it's better to look toward broader horizons: there may not be shortcuts paved with gold, but there lies the feasible answer for Chinese brands to leap from "Made in China" to "Chinese Manufacturing"!
