545In recent years, the global smart audio device market has continued to heat up.
According to a research report by Canalys, global shipments of personal smart audio devices are expected to exceed 533 million units in 2025, with an annual growth rate of 8%.
Image source: Canalys
Facing this red ocean,Shenzhen brand Tribithas broken through with a “differentiated alternative” strategy, carving out a niche in the Bluetooth speaker track dominated by international big brands.
In 2022, it took only 12 days for revenue to exceed one million. The annual growth rate reached 20%, and it ranked in the top 10 in the same category on Amazon.
Its products have been recommended by well-known overseas media more than a hundred times, and have also won several international awards such as the German Red Dot Award and the Japanese VGP Gold Award.
Image source: Tribit
Breaking through with high-quality alternatives, avoiding the giants’ edge
It is understood that since its establishment in 2010, Tribit’s parent company Shenzhen Thousand Shores Technology has been focusing on cross-border business, covering sports and outdoor, Bluetooth audio, smart home and other fields.
In order to further carve out market share in the overseas Bluetooth audio market, Shenzhen Thousand Shores Technology established the Tribit brand in 2017.
Image source: Tribit
At the beginning of the brand’s establishment, founder Mr. He positioned it as a “pure audio” brand, focusing on the audio field and avoiding the dispersion of resources caused by competition in multiple fields.
In the fiercely competitive audio market, it is a huge challenge to avoid falling into vicious competition in the low-end market while breaking through the market monopoly of international big brands. To this end, the Tribit brand has adopted a flexible and steady strategy, starting from differentiated alternatives to big brands and gradually transitioning to high-end brands.
By “playing guerrilla warfare with big brands,” it provides users with high-quality differentiated experiences on the edge functions of big brand products. The brand focuses on niche markets and long-tail needs, such as high waterproof performance, long battery life, portability, and other product features. These features are often overlooked by international big brands, which just provides an opportunity for Tribit to break through the market.
Take Tribit’s latest flagship product, the StormBox Blast, as an example. This product is designed for outdoor sports and party entertainment scenarios. It is a high-quality party speaker that meets the many needs of the European and American “party-goer” group for speakers, namely strong battery life, reliable waterproof performance, portability, and good sound quality.
With these differentiated features, the StormBox Blast product has successfully attracted the target user group and has become a high-quality alternative to big brand products, enabling the Tribit brand to find a foothold in competing with big brands and achieve differentiated brand development.
Image source: Tribit
Mastering social media marketing, harnessing social media traffic
Taking a differentiated product route and successfully getting target consumers to pay is only the first step. How to reach more potential users? Tribit’s answer is:multi-platform social media matrix + authentic scenario-based content display + influencer collaboration and promotion.
1. TikTok:
To accurately cover user groups in different countries, Tribit has established an account matrix on TikTok, setting up corresponding accounts for major target markets such as Malaysia, the United States, and Sri Lanka.
Image source: TikTok
Among them, the most successful account is the TikTok account @tribitmalaysia established for the Malaysian market, mainly used to showcase videos of the brand’s products in various scenarios. It has accumulated 24,900 followers and 58,500 likes.
Image source: TikTok
Most of the viral videos on this account focus on showcasing the high waterproof performance of Bluetooth speakers. These videos demonstrate the product’s high waterproof performance by conducting waterproof tests in indoor water tanks or outdoors in the rain.
This authentic and life-like display method can naturally integrate into users’ daily usage scenarios, allowing users to intuitively feel the practicality of the product, which greatly helps stimulate potential users’ desire to purchase.
Image source: TikTok
2. YouTube:
On YouTube, Tribit mainly collaborates with influencers to release product review videos, attracting traffic and increasing brand awareness for its products and brand.
For example, Tribit collaborated with tech blogger Picky Audio to shoot a review video for the StormBox Pro product, which has reached 190,000 views so far.
Image source: YouTube
Many users have left comments in the video’s comment section.
Some said, “The first 3 minutes covered all the features, and then the rest is a super detailed sound comparison with other speakers. This is really the best review of the StormboxPro so far!”
Some users who have already purchased said, “I bought it when they were on sale, and I fell in love with it the first time I tested the sound.” expressing their love for the product.
Even more potential users were influenced to place orders after watching the video, leaving comments like, “I bought it, now I’m using it, really satisfied, thank you for your recommendation.”
It can be seen that this form of influencer promotion makes it easier for users to be influenced and place orders to try the product.
Image source: YouTube
Building an independent site, taking control of traffic
In order to gain a firm foothold in overseas markets, Tribit has not relied entirely on third-party e-commerce platforms, but has actively built its own independent site. The construction of the independent site allows Tribit to provide users with more flexible purchasing channels when facing possible purchase restrictions on third-party platforms, and users can place orders directly on the independent site.
At the same time, Tribit is well aware of the importance of traffic for independent sites. It attracts traffic through social media platforms and accurately directs it to the independent site. This method of attracting traffic provides valuable user feedback for product optimization and also provides strong support for product sales.
Image source: Tribit
Conclusion
For domestic companies planning to go overseas, Tribit’s success reveals an important fact: the overseas market is not out of reach!
At present, there are still many areas in the global consumer electronics market that have not been fully developed. From eco-friendly material headphones to AI voice assistant accessories, Chinese brands, with their strong innovation capabilities and supply chain advantages, are fully capable of turning these advantages into strong momentum for going overseas.
The key lies in whether companies have the courage to take this step and dare to boldly try and actively plan in overseas markets!
