59In recent years, as people’s health awareness has increased, the dangers of prolonged sitting have gradually attracted attention, and the sit-stand alternating office mode has shifted from being “optional” to a workplace necessity.
Consumers’ requirements for office products are no longer limited to basic use, but focus more on health attributes, smart experiences, and personalized design.
Image source:Flexispot
This upgrade in consumer demand has directly driven the continuous expansion of the related market and steadily increased the penetration rate of the category.
According to research data from Grand View Research, we can see:
The global smart home market size was valued at $127.8 billion in 2024, and is expected to maintain stable growth at a compound annual growth rate of 27.0% over the next six years.
By 2030, the global smart home market size is expected to exceed $537.3 billion.
Image source:Grand View Research
Faced with such a rapidly growing blue ocean track, many Chinese companies have quickly seized market opportunities, actively laid out Tuke, and relied on solid product advantages and marketing strategies tailored to overseas markets to successfully gain a foothold and enter the leading camp.
The brand Flexispot to be introduced today is one of the most representative among them.
From the initial OEM and private labeling to building its own brand, from once losing tens of millions to annual revenue exceeding $270 million. Let’s take a look at the breakthrough journey of this Chinese brand in Tuke and how it made its way.
Image source:Flexispot
From OEM to Brand Creation: Creating Differentiated Products Through Technological Innovation
According to public information,Flexispot is an overseas health home brand from Ningbo, Zhejiang. Its parent company, Loctek, was founded in 2002, initially focusing on OEM business for flat panel display brackets and accessories, which accumulated technical and manufacturing capabilities for the company.
After experiencing the financial crisis in 2008, founder Mr. Xiang gradually realized the limitations of the OEM model and began to seek transformation.
In 2011, Loctek officially entered the cross-border e-commerce track, initially adopting a distribution-type, multi-brand operation model, but development was not smooth, with losses exceeding 40 million yuan.
In 2015, the company adjusted its development strategy to focus on vertical category deep cultivation + single brand operation, focusing on linear drive and healthy office fields, laying the groundwork for the subsequent branding of Flexispot.
In 2016, Loctek officially launched its own brand Flexispot, focusing on the R&D and creation of ergonomic smart lifting home products.
Image source:Flexispot
Among them, the height-adjustable desk series relies on advanced linear drive technology, allowing flexible adjustment of desktop height, enabling sit-stand alternating work, effectively relieving spinal pressure, and reducing health risks caused by prolonged sitting.
The ergonomic chair series focuses on lumbar and back support as its core function, providing users with comprehensive body support, significantly alleviating physical fatigue from long hours of work, and becoming healthy and efficient office equipment.
Image source:Flexispot
It is precisely thanks to these differentiated products driven by technological innovation that the Flexispot brand has gained the support of many overseas consumers, and has long ranked first in sales of height-adjustable desks on platforms such as Amazon, Home Depot, Walmart, and Rakuten.
From Loctek’s financial report, we can clearly see the impressive performance of the Flexispot brand:
In just the first half of 2024,the brand’s cross-border e-commerce sales revenue reached 915 million yuan, achieving a year-on-year growth of 20.36%.
The data for 2024 is even more impressive: Flexispot’s independent site sales revenue reached 819 million yuan, a year-on-year increase of 22.04%; Amazon e-commerce platform revenue also successfully broke through 1.082 billion yuan.
Just these two major channels, independent site and Amazon, have attracted nearly 1.23 million consumers, making Flexispot a benchmark brand in the overseas healthy office market.
Image source: Loctek2024 Financial Report
Social Media Marketing: Achieving Dual Growth in Traffic and Conversion
However, competition in overseas markets is never just about the product itself. Truly connecting with users and winning their recognition is the key to long-term success.
Flexispot is well aware of this, so it attaches great importance to the marketing value of social media platforms such as TikTok, using these platforms to penetrate the social circles of target users, making the brand known to more people and continuously amplifying its brand voice.
1. Official Account Scenario-Based Seeding, Creating Viral Content
On TikTok, the Flexispot brandhas set up an official brand account@flexispot.com. As of now, it has 80,600 followers and 1.1 million likes.
This account mainly focuses on core usage scenarios such as office and home, using a real perspective of daily work to intuitively showcase the product’s practicality and health attributes, thereby accurately reaching target users with needs.
Image source:TikTok
Take one viral video from the account as an example: this video intuitively showcases the user experience of Flexispot’s height-adjustable desk in an office scenario. The desktop can be automatically raised and lowered via side buttons, and the desk is also equipped with multiple USB charging ports to fully meet the power needs for studying and working.
This short video of only 23 seconds has already garnered 10.3 million views and 92,600 likes, successfully attracting a large number of potential users to stay and follow by efficiently showcasing multiple practical functions.
Image source:TikTok
2. Leveraging UGC Creation, Expanding Reach Through User Word-of-Mouth
Of course, relying solely on the brand account’s own content output has limitations in coverage.
Therefore, while the official account actively speaks out, the Flexispot brand also knows how to leverage external communication momentum—encouraging fans to share their experiences using Flexispot products, attracting many TikTok users to participate and create a large amount of UGC content.
Relying on these authentic user-generated sharing contents, the brand has achieved excellent exposure effects and continues to attract traffic.
Image source:TikTok
3. Precise Collaboration with Vertical Influencers: High Conversion Even with Small Scale
In addition to encouraging fans to share spontaneously, the Flexispot brand also collaborates with many vertical influencers in various fields, using the influencers’ own influence to position products such as height-adjustable desks as practical tools for improving study and work efficiency, deeply embedding them in fans’ minds.
According to kalodata’s data, we can see that in the past year, among the brand’s influencer sales contribution rankings, TikTok influencer @creativesbyyana, with only 3,364 followers, shot a creative promotional short video for Flexispot’s foldable height-adjustable desk, ranking second in sales.
Image source:kalodata (top), TikTok (bottom)
The video starts with unboxing and assembly, combined with daily home office scenarios, and fully demonstrates the process of adjusting the desk height at will according to personal usage habits.
As of now, this video has reached 1.4 million views, bringing 495 product sales to the Flexispot brand, with estimated sales revenue of $38,000.
It can be seen that even if the influencer’s fan base is small, as long as the content precisely matches the preferences and needs of potential users, it can still achieve good publicity and sales results.
Image source:TikTok
Healthy Office Tuke: Dual Forces Online, Racing Ahead
Currently, the global upgrade in health awareness and the rapid expansion of the smart home market have ushered in a golden entry period for the healthy office category. The trend of sit-stand alternating office becoming a necessity has directly opened up incremental blue oceans for Tuke brands.
And the success of Flexispot has also set a clear breakthrough model for the category’s Tuke:
1. Use technology as the core to create product differentiation, directly addressing users’ health pain points from prolonged sitting and building a solid foundation of product strength.
2. Use social media as the core battleground, with multi-dimensional strategies such as official scenario-based seeding, leveraging UGC word-of-mouth, and binding vertical influencers to accurately reach target groups and achieve a closed loop from brand exposure to sales conversion.
Remember, competition in the healthy office category Tuke is never a single product contest, but a comprehensive competition of product strength + marketing power.
Only by accurately identifying users’ real needs, solidifying the product core with technology, and then leveraging social media platforms for precise reach and word-of-mouth accumulation, can one gain a firm foothold and race ahead in this high-growth track!
