524In recent years, the smart home industry has developed rapidly, and consumer demand for smart living continues to grow. Especially in developed markets such as Europe and the United States, smart home products have gradually become the "standard configuration" for households in these regions.
However, the better the market, the fiercer the competition. It is not easy to stand out in the smart home track.
However, a native overseas brand from Chengdu, "Meross" has achieved this. With its unique technological innovation and precise global marketing strategy, it has successfully broken through multiple market barriers and achieved "breaking the circle" on a global scale.
Today, let's talk about how it managed to do this?
Global Market Demand Insights: Starting from User Scenarios
Meross is a smart home brand established in 2016, affiliated with Chengdu Mirui Technology Co., Ltd. and focuses on the R&D and design of smart home security and energy-saving products.
Its main products include smart plugs, smart bulbs, smart thermostats, and smart switches, dedicated to improving users' home experience while helping users manage energy consumption more efficiently through energy-saving designs.
With consumption upgrading, the new generation of consumers has an increasing demand for intelligent living. Meross has keenly grasped the pain points and opportunities of the European and American smart home markets.
Unlike the high-rise residential living model in China, European and American consumers prefer detached houses. This lifestyle determines that their needs for smart home products such as remote control, security protection, and energy management are more diverse.
Take the Smart Garage Door Opener MSG100HK as an example. Due to the large area of detached houses, users are often unable to pick up packages immediately. This product allows users to remotely control the garage door via mobile phone, so couriers can safely place packages in the garage.
Such product design not only meets the actual needs of consumers, but also enhances market competitiveness through scenario-based applications.
Since its launch in 2020, this product has repeatedly appeared on Amazon's BS list, and in 2024, the single product sales reached as high as 1 million US dollars.
Technological Innovation: Breaking Device Compatibility Barriers
In the smart home industry, device compatibility issues have always been a major pain point for users.
With its self-developed hardware, software, and cloud solutions, Meross has successfully solved the compatibility challenges of smart devices and optimized the stability of device connections for complex network environments.
Today, Meross products are not only compatible with mainstream platforms such as Apple HomeKit, Amazon Alexa, and Google Assistant, but can also adapt to the complex network environments of European and American households, ensuring a smooth user experience.
In addition, Meross's cloud servers support simultaneous connections of tens of millions of devices. This leading technological strength provides global users with a low-latency, highly stable smart experience.
Through continuous technological innovation, Meross has not only increased the competitive barriers of its products, but also provided users with an excellent user experience, enhancing user stickiness.
Image source: App Store Preview
Multi-Channel Overseas Strategy: Advancing Both Online and Offline
In addition to product innovation and precise market demand insights, Meross's success in the global market is inseparable from its diversified marketing channel layout.
Unlike many brands that rely solely on e-commerce platforms, Meross has adopted a parallel online and offline strategy to ensure the brand can reach a broader user base in different scenarios.
Online, Meross has not only entered mainstream cross-border e-commerce platforms such as Amazon, eBay, and Walmart, but also established its own independent site to interact directly with consumers.
By optimizing SEO and content marketing, Meross's independent site has gained significant organic traffic in markets such as the US and Germany. While increasing brand customer stickiness, it has also reduced dependence on third-party platforms.
Offline, Meross further promotes the brand and strengthens its international market awareness by participating in various home exhibitions and smart home experience stores.
Image source: Similarweb
Social Media Marketing: Enhancing User Stickiness and Repurchase Rate
Social media marketing is an important means for Meross to expand into the global market. Through social platforms such as YouTube and TikTok, Meross uses creative short videos and real-life scenarios to showcase product features, successfully attracting a large amount of attention.
On YouTube, Meross not only released usage tutorials and review videos for multiple products, but also allows users to clearly understand how products integrate into daily life through detailed scenario displays.
For example, users can see in the videos how to control home appliances via smart plugs or adjust lighting brightness with smart bulbs to create different home atmospheres.
The Meross YouTube channel also actively collaborates with tech review bloggers, leveraging their influence to let more users understand the actual application scenarios of the products. Especially in some smart home integration videos, Meross products have become an important element in improving living comfort.
YouTube's longer video format allows Meross to showcase product features in more detail and enhance brand credibility through real user feedback.
Image source: YouTube
As a short video platform, TikTok perfectly fits Meross's need to showcase smart home products.
On TikTok, Meross not only releases creative short videos through its official account, but also actively collaborates with platform influencers to launch interactive challenge activities, further expanding the brand's influence among young consumers.
For example, Meross once launched a "Smart Life" challenge, where users shared short videos of themselves using Meross smart products, demonstrating how to control home devices via voice commands or mobile remote control.
Through this content format, Meross enables more users to intuitively experience the convenience and practicality of its products. Functions such as remote lighting and voice temperature adjustment are vividly and intuitively displayed in TikTok's fragmented content.
Image source: TikTok
In addition, TikTok's algorithm facilitates rapid content dissemination. Several Meross videos have received millions of views on the platform, successfully sparking widespread discussion and interaction. Users have shared their experiences or asked questions in the comments section, further increasing the frequency of interaction between the brand and consumers.
This approach by Meross not only increased product exposure, but also achieved actual conversions through the platform, stimulating a large number of potential users' purchase interest.
Image source: Meross's TikTok account
In summary, the long video strategy of YouTube and the short video strategy of TikTok complement each other, helping Meross build broad brand awareness among different audience groups. Coupled with Facebook's community interaction and customized services, Meross's overall social media layout has laid a solid foundation for its global market expansion.
From scenario-based smart home solutions to precise multi-channel marketing strategies, Meross has found its own advantages in the global smart home market and quickly occupied a place. Especially its successful operation on social media provides valuable experience for other brands to learn from.
In the future, as the smart home market further expands, Meross will undoubtedly continue to expand its brand influence globally and set new benchmarks for the industry.
