There is a saying circulating among the people,"Out of every three thermal cups in the world, one is produced in Zhejiang."

While some people are still pursuing German craftsmanship and imported big brands, we have already become the world's largest producer of thermal cups.

Just last year, the proportion of thermal cups imported by the United States from China reached89.7%. Those cups swaying in the hands of trendy people across the ocean may all bear the same label: Made in China.

And on this fertile land of manufacturing,a brand calledTyeso is turning“Zhejiang Manufacturing”into a “internet-famous item”that young people overseas are eager to recommend.

 

Image source:Tyeso

The story of the Tyeso brand is actually a typical "second-generation factory" counterattack script.In the early days, like most factories in the Wuyi and Yongkang industrial belts, they focused on OEM production for overseas brands. But the real turning point happened after2021, when Tyeso began to fully shift to independent brand Tuke.

In just a few years,theynot only gained a foothold in the European, American, Japanese, and Korean markets, but also saw explosive growth in the Southeast Asian market in2024. By building a matrix of influencers on TikTok Shop, they have accumulated sales of over 1.8 million units, with a total GMV of $13 million, and brand topic views exceeding 1.5 billion.

From a behind-the-scenes OEM factory to an internet-famous brand sought after by overseasZ generation, Tyesobrand's leap-forward path is worth a close look by every domestic company observing the Tuke track.

 

Image source:TikTok

Not just "OEM": Finding opportunities in niche scenarios

Tyeso's Tuke journey did not start with a high profile. During 2021-2022, it was more like a solid "product manager". Relying on the manufacturing experience of Zhejiang Taishuo Industry & Trade Co., Ltd. over the years, Tyeso seized two core keywords:High cost performance and multi-scenario adaptation.

At that time, although the overseas market already had giants likeYeti and Stanley, in the mainstream price range of $13-25, there was still a gap for products that combined "practicality + aesthetics".

Tyeso precisely pushed its products to consumers who needed to switch between outdoor, commuting, and home scenarios through platforms such as Alibaba International, Amazon, and Rakuten in Japan and Korea.

 

Image source:Tyeso

By2025, Tyesobrand's layout became more sophisticated. While stabilizing online channels,theysigned an exclusive distributor in Indonesia and began to improve localization services in Southeast Asia.

On the product side, they continued micro-innovation, launching functional models with dual drinking ports, ice sticks, and even mobile phone holder handles, and tried to build their own product barriers by applying for patents on barrel body and lid structures.

 

Image source:Kontan

Where is the wind blowing? The "Chinese Manufacturing" discourse power on the billion-dollar track

From the perspective of market size, the thermal cupmarketis a huge cake that is steadily expanding.

According to data,the global thermal cup market size reached about $5.281 billion in 2025, and is expected to grow to $7.015 billion by 2032, with a compound annual growth rate of about 4.2%.

In this market, China is not only the absolute production center, but also the core engine of Tuke.

In 2024, China's thermal cup output accounted for more than 65% of the global total, with an annual production capacity of about 800 million units. Although the export value fluctuated slightly to $5.07 billion in 2025 due to price factors, the export volume still increased by 9.3% year-on-year, showing extremely strong global demand resilience.

 

Image source:qyresearch

More noteworthy is that market demand is being restructured. The spread of environmental awareness, the rise of the outdoor economy, and the popularity of coffee and tea culture have turned thermal cups from durable consumer goods into daily fashion accessories.

This"health-oriented, scenario-based, content e-commerce" trend has given huge support to Chinese brands like Tyeso, which rely on a strong industrial chain and respond quickly.

They are no longer just low-priced suppliers, but brand players who can meet global niche demands through"micro-innovation" and "fast iteration".

 

Image source:Tyeso

Treat TikTok as a product amplifier

Entering the TikTok Southeast Asian content e-commerce track, Tyesobrandanchored the direction of localized penetration from the account layout stage, not using a single global account to cover all markets, but creatinga set of"global official main account+ regional sub-accounts" vertical account matrix.

As shown below, theyhave already covered the core markets of Southeast Asia, including Malaysia, Indonesia, Thailand, and the Philippines. Core strategic markets are also equipped with multi-account operations,further strengthening local users' sense of trust.

 

Some Tyeso brand accounts Image source: TikTok

Tyesobrand's account content adopts a layered operation approach, mainly divided into two directions:

One is scenario-based soft advertising content, focusing on native recommendations, avoidinghard ad resistance, naturally embedding product performance and usage emotions into video plots, improving completion and interaction rates.

Among them, the Malaysia account@tyeso.malaysia is very good at this type of content. Their series of giving gifts to passersby received very good responses on TikTok, with the highest traffic video reaching 7.5 million views, making it one of the brand's local hit contents.

 

Image source:TikTok

The second is straightforward product sales videos, which usuallycontrol the timeand directly serve instant conversion.

For example, the brand account@tyeso.official specializes in publishing such videos, mainly focusing on intuitive selling points and unboxing shots, without unnecessary plot padding.

This type of content is generally released in coordination with the live streaming push rhythm, mainly to attract precise traffic to the live room and pre-store conversion.

 

Image source:TikTok

Although the video traffic does not seem high,Tyeso brand relies on quantity to win, maintaining account activity through continuous and stable content output, and continuously "feeding traffic" to the live room.

From recent live streaming data, the effect of this strategyis quite good, with multiple live streams achieving stable transaction amounts ranging from hundreds to thousands of dollars, and viewers ranging from two or three thousand to eight thousand, showing the live room already has stable output capability.

 

Image source:kalodata

In addition to their own content and live streaming,Tyesobrand alsorelies on layered influencer cooperationtofurther amplify their voice and achieve low-cost, all-domain breakthrough.

Take the brand storeTyeso Official Malaysia as an example. In the past 30 days, there were 3,108 affiliate influencers participating in publishing videos or live streams, producing more than 8,900 pieces of content, equivalent to nearly 300 influencers helping the brand "sell goods" every day.

These influencers form a tightly woven net, spreadingTyeso's products into every corner of TikTok. The direct return brought by this net is that the affiliate channel contributed a total transaction amount of $198,100, accounting for more than 70% of the store's total transactions.


Image source:kalodata

Unlike many Tuke brands that spend heavily to grab top influencer traffic,Tyesobrandadopts a layered strategy of "top influencers for brand endorsement, mid-tier for content conversion,tail influencersfor mass recommendation", among which the highest proportion islocal tail influencers with 10,000-50,000 followerstail influencers, who contributed more than50% of sales, with low investment and precise conversion, highlighting the cost performance advantage.

TikTok influencer @yakinlah.shop is a good example. Although he has only 22,000 followers, his video traffic almost always exceeds 10,000 views.

Among them, the sports water bottle recommendation video he created forTyeso achieved nearly 1.5 million views, and the final conversion rate even surpassed many top influencers with millions of followers, fully demonstrating the low-cost, high-conversion advantage of small influencers.

 

Image source:kalodata

Tuke is never too late to start

At this point,there's no needto summarize what exactlyTyeso did. Because more important than copying their approach is understanding the signal behind this matter.

China's supply chain advantage has always been there,but for a long time, we were more often"the person hidden behind the brand"—we manufacture, others put their label; we earn processing fees, others earn brand premiums.

Now it's different.

Platforms like TikTok are essentially redistributing the scarce resource of "attention". And the flow of attention is no longer completely monopolized by big brands' budgets. For domestic enterprises, thisalsomeans the threshold for Tuke is lowering.

Of course, this doesn't mean Tuke is an easy road. Localization operations require patience, influencer cooperation needs running-in, and product innovation needs continuous investment. But at least, the current game rules give more people the opportunity to enter.