459In recent years, global consumers’ enthusiasm for 3C electronic products has continued to rise, prompting many domestic electronic brands to expand into overseas markets. The Chinese audio brand EDIFIER is one of them. With its excellent product quality and brand resilience, its products have won the favor of many users both at home and abroad.
Shenzhen Edifier Technology Co., Ltd. was founded in 1996. It is a specialized audio equipment company integrating product creativity, technology research and development, industrial design, large-scale production, and independent marketing. The company mainly engages in the research, production, and sales of consumer electronics such as home audio, car audio, professional audio, headphones, and microphones.
According to TuKe, Edifier achieved a total revenue of 2.694 billion yuan in 2023, a year-on-year increase of 21.46%; net profit was 420 million yuan, a year-on-year increase of 70.17%.
Data source: Edifier 2023 Annual Report
From an industry perspective, the headphone and headset series are Edifier’s “star products.” In 2023, they generated 1.791 billion yuan in revenue, accounting for 66.49% of total revenue, a year-on-year increase of 22.48%. Especially in the TWS (True Wireless Stereo) headphone sector, the company shipped 5.5 million pairs, successfully ranking among the top ten global TWS headphone brands.
Ranked second are audio products, with revenue of 827 million yuan in 2023, accounting for 30.73% of total revenue, a year-on-year increase of 20.65%.
Data source: Edifier 2023 Annual Report
From a regional perspective, Edifier’s export sales in 2023 reached 621 million yuan, accounting for 23.07% of total operating income, a year-on-year increase of 36.02%. This means that Edifier achieved breakthrough development in overseas markets in 2023, reaching a new level.
A deeper look into Edifier’s overseas marketing strategy reveals that TikTok is one of its key marketing platforms. Edifier adopts a “wide net” approach, operating multiple TikTok accounts simultaneously. Judging by the results, Edifier is undoubtedly successful: a single TikTok account has reached up to 105,800 followers, and the total number of followers across all TikTok accounts exceeds 330,000.
Image source: TikTok
In terms of video content, there are some differences between the various accounts. Each account focuses on different products and shooting styles, allowing users to distinguish them while browsing. As for content format, it mainly consists of unboxing and product demonstrations, so viewers can clearly understand the product’s performance from the videos.
After watching, if users wish to place an order, they can click the link on the TikTok homepage to jump to the purchase page and buy the product.
It is also worth mentioning that the page supports direct links to other social media platforms such as Instagram, Twitter, Facebook, and YouTube, which is highly beneficial for driving traffic to other social media platforms.
Image source: TikTok
In addition, Edifier has also launched on Amazon, allowing overseas consumers who are accustomed to using Amazon to purchase products conveniently and promptly.
Image source: Amazon
Edifier has also built its own independent website, separate from overseas e-commerce platforms, which allows the company to sell products more freely, without so many restrictions.
Source: Edifier overseas independent website screenshot
Edifier’s success shows that 3C electronic products still have a huge market overseas. For domestic 3C digital brands that want to go global, it’s not too late to take action now!
