It's already 2026, are there still any friends who haven't watched short videos?

In recent years, short videos have become increasingly popular. Not only is Douyin popular domestically, but overseasTuke's popularity also remains high, which has also driven a huge demand for professional audio and video equipment among individual creators.

Behind this booming scene, there is a Chinese brand quietly reaping the biggest dividends—it is Hollyland (domesticbrand name:MOMA Mengma).

 

Image source:Hollyland

According to data,in 2023 and 2024, this Shenzhen company has ranked first in domestic wireless microphone sales for two consecutive years, even outperforming several established and high-end overseas brands.

In the overseas market,Hollyland's business has covered more than 160 countries and regions worldwide, with overseas revenue accounting for more than 60%. Currently, the global cumulative number of users has exceeded 5 million, and the company's annual growth rate remains at a high level of 50%.

A Shenzhen brand that started as an OEM in Huaqiangbei, how did it manage to do business all over the world?

 

Image source:Hollyland

From Huaqiangbei "Workshop" to Global Brand

The story begins in2013.

That year, three founders established Haoyiyuan Technology in Huaqiangbei, Shenzhen, initially providingOEM/ODM wireless audio and video equipment for overseas brands.

However, although OEM can bring stable cash flow, it is difficult to gain industry discourse power. The founding team keenly realized that without its own brand and technical barriers, the company would always be trapped at the bottom of the industrial chain.

Therefore, after quietly overcoming core technologies such as5G/2.4G wireless transmission and low latency, in 2017 they made a key strategic shift: they established the domestic brand "MOMA Mengma" and the overseas brand "Hollyland", officially shifting from OEM to independent R&D and global branding.

 

Image source:Hollyland

In 2020, with the pioneering integrated charging case design, the LARK 150 wireless microphone exploded in the market upon its release, not only solving users' pain points of storage and battery life, but also triggering a wave of imitation across the industry.

In just a few years,the Hollylandbrandhas accumulated more than224core patents, with over1400 employees, serving more than6million creators worldwide, achieving a transformation from an "unknown small factory" in Huaqiangbei to a leading global professional audio and video brand.

 

Image source:Hollyland

The Huge Dividend of the Creator Economy

With solid technology, the market also needs to provide opportunities.

According to data,in 2023, China's digital wireless portable microphone sales reached 4.73 million units, a year-on-year increase of 5.2%; among them, sales of new wireless smart microphones surged by 443%, exceeding 1 million units.

Globally,the global wireless microphone market size will reach $2.953 billion in 2025, and after adjustment, it is expected to reach $4.027 billion by 2032, with a compound annual growth rate (CAGR) of 4.6%.

 

Image source:qyresearch

More crucial is the structural change on the user side. In the past, wireless microphones were mainly sold to film crews and professional broadcasting agencies, with limited market capacity; now, with the explosion of short videos, live streaming e-commerce,vlog, and podcasts, the creator group is rapidly expanding from PGC to UGC, and almost everyone who picks up a phone to shoot videos could become a potential microphone buyer.

HollylandbrandVice General Manager Cao Xuefeng also mentioned in an interview thatwhen the company first entered the microphone market in 2020, the industry capacity was far lower than it is now. It was the development and maturity of self-media and live streaming that truly put this category on the fast track.

A rapidly growing incremental market, coupled with product competitiveness brought by independent R&D, together form the underlying soil for the brand's explosion.

 

Image source:Hollyland

Omni-channel Marketing, Precise Penetration

The overall market environment is favorable, but truly building brand awareness and selling products globally relies on a multi-platform, multi-dimensional channel strategy.Hollyland Mengma's layout in this regard is quite systematic.

1. Tuke

For brands whose core user group is creators, social media is not a billboard, but the main battleground for dialoguing with users and showcasing product strength.

OnTuke, Hollyland takes Southeast Asia as the core target market for operations, adopting a localized account operation strategy by setting up dedicated official accounts for different Southeast Asian countries and tailoring content operations to the local creator ecosystem.

Currently, they have set up official accounts in multiple regions such as Indonesia and Vietnam. Among them, Indonesia and Vietnam have already taken shape, with fan numbers reaching tens of thousands.

 

Image source:Tuke

From the perspective of sales conversion, actuallyHollyland's content is not particularly outstanding; its main sales come from live streaming on Tuke.

This can be clearly seen from the data. For example, the Indonesian account@hollyland.id achieved sales of $52,000 in March, of which live streaming accounted for more than 98%, showing the importance of live streaming in the entire sales process.

 

Image source:Tuke

For professional audio and video equipment with a relatively high unit price, live streamingis indeed moresuitable for the conversion of such products.

In the live broadcast room,the host can demonstrate the noise reduction effect and device compatibility on the spot, and answer users' questions about warranty and compatible devices in real time.

This model can not onlyeffectively eliminate users' decision-making concerns, but also better fit the online shopping habits of local users in Southeast Asia, with conversion efficiency far higher than pure short video seeding.

 

Image source:kalodata

In addition to the self-operated system,Hollyland brand's influencer strategy is also worth mentioning.

In this regard,the branddoes not set too many restrictions for itself, and the types and levels of influencers it cooperates with are quite flexible. This may be related tothe characteristics of the product,as microphones are essentially"tool-type products", and users buy themtosolve problems: clear sound pickup, good noise reduction, and no audio distortion when shooting videos.

Therefore, the core logic that moves users is not"who is selling", but "who is using it, and how well it works".

 

Image source:kalodata

Take the Indonesian influencer@arifimuuu as an example, who mainly creates drama and performance content. At first glance, it seems to have little direct connection with Hollylandsuch tech products.

But interestingly,he wears a Hollylandmicrophonein almost every video. While shooting daily dramas and comedy skits, the microphone naturally appears in the frame as a tool, without the need for deliberate explanation or interrupting the content rhythm.

The situational drama mode on Tuke requires creators to have a high level of creativity, but once it resonates with the audience, advertising information can be subtly integrated. This kind of "soft placement" does not make the audience feel awkward, but gradually builds trust through frequent appearances.

 

Image source:Tuke

2. Amazon

Currently,Hollyland brand's wireless microphones and video transmission products rank among the top in their categories on multiple sites, maintaining a stable position at the top of the BSR list.

For professional audio and video equipment, overseas users' purchasing habits are more inclined to search on Amazon first, check parameters, and read reviews. Therefore,Hollyland doesa relatively moredetailed job in building its Listings, so users can quickly judge whether the product is suitable for them.

At the same time, according to the user habits of different country sites,the Listing's description, keywords, and FAQ sections are also localized accordingly, not just simple machine translation.

At present, Amazon contributes a large part ofHollyland's overseas revenue and is indeed the stable foundation supporting the brand's overseas business.

 

Image source:Amazon

3. Independent Website

The situation on the independent website side is a bit more complicated.Hollyland's official website is not just a sales page; it is more like a functional integration platform.

In addition to the regular product display and purchase entry, the website's more practical modules are firmware downloads, device usage tutorials, after-sales ticket submission, and global distributor search.

After creators purchase equipment, many subsequent issues—such as firmware upgrades, compatibility confirmation, and warranty applications—can all be completed directly on the official website, without the need to repeatedly contact customer service. The benefit of this approach is that users will have a higher degree of dependence on the brand, and the probability of repeat purchases and recommendations will also be greater.

 

Image source:Hollyland

Conclusion

Looking back at the path ofHollylandbrand, it is clear that: technological accumulation, category positioning, and multi-platform operation are the three key pillars for current Chinese brands going global.

In the next few years, as the global penetration rate of short videos and live streaming further increases, andAI drives the upgrade of video production workflows, devices such as wireless microphones, portable video transmitters, and live streaming cameras will still have significant structural growth potential.

For domestic enterprises, whether they can seize this window depends not on"whether to go overseas", but on "how to shift from an OEM mindset to a brand and technology-driven mindset, and how to truly get products into the hands of overseas creators through a multi-platform combination". When the domestic market becomes saturated, going overseas is no longer an "option", but a necessary path for the next stage of growth.