Shenzhen boss crazily seeking gold overseas, niche dark horse product ignites TikTok Southeast Asia

The Southeast Asian market is undergoing a consumption upgrade, with a surge in demand for home electronic products. In the vacuum cleaner segment, countries such as Indonesia, Thailand, and Vietnam have shown particularly significant growth in demand, with Indonesia's market boasting an annual compound growth rate (CAGR) of 12%.

Against this industry backdrop,Shenzhen smart home appliance brand HAN RIVERhas broken through national borders and found business opportunities in the Southeast Asian market.

By gaining deep insights into consumer needs, HAN RIVER focuses on producing lightweight, wireless, and smart vacuum cleaner products, maintaining reasonable pricing, and quickly capturing market share.

On the Indonesian TikTok site, sales exceeded 81,000 units in just 30 days, with sales revenue reaching 5.74 million yuan and annual revenue soaring to 150 million yuan!

Why is HAN RIVER so popular?

Image source: EchoTik

Brand Development History

HAN RIVER's founder, Lin Sheng, began expanding into international markets in 2014, acting as an agent for several internationally renowned brands, including SWISSE and A2.

By 2019, Lin Sheng decided to transform and established his own brand, HAN RIVER, choosing Indonesia as the first stop for the brand's overseas expansion. The brand name was inspired by the Han River in the Chaoshan region of Guangdong, focusing on smart home appliances, with a product line covering vacuum cleaners, ovens, air fryers, hair dryers, kettles, and more.

During the "Double 11" shopping festival in 2020, HAN RIVER quickly emerged in the Indonesian market, becoming the Top 2 brand in its category on the Shopee platform. By the end of the year, HAN RIVER had risen to the Top 1 position.

In the same year, HAN RIVER identified the huge potential of social media platforms, especially TikTok, and began to intensify its brand-building efforts.

This series of strategies enabled HAN RIVER to rapidly gain traction in overseas markets, becoming a dark horse in the Southeast Asian market and successfully igniting local demand. It can be said that the precise deployment of TikTok marketing was a key step in HAN RIVER's success.

Building an Account Matrix

According to Tuke, HAN RIVER has set up multiple matrix accounts on TikTok.

Currently, HAN RIVER's various accounts on TikTok have accumulated over 320,000 followers. The main account, @hanriver.official, leads with 135,500 followers; second is @hanriverlifelive with 93,200 followers; and third is @hanrivertokoandalanresmi, which also has more than 28,000 followers.

Behind this achievement is HAN RIVER's strategy of building an account matrix, using multiple accounts to simultaneously publish content and maximize exposure opportunities on TikTok. Through this approach, the brand has created an internal traffic loop, further consolidating its user base.

HAN RIVER brand TikTok account matrix follower statistics

Winning Consumers with Content and Interaction

Taking the main account @hanriver.official as an example, HAN RIVER's video content on TikTok is not limited to product promotion, but also shares practical knowledge on cleaning tips and home organization, strengthening interaction and engagement with consumers.

For instance, HAN RIVER regularly launches a "Cleaning Classroom" series of short videos, teaching how to efficiently use vacuum cleaners and specific cleaning methods for different floor materials. This type of content provides consumers with useful and valuable information.

In addition, HAN RIVER conducts regular user research to actively collect consumer feedback, allowing for timely adjustments to product and service strategies. This two-way communication makes consumers feel the brand's sincerity, making them more willing to become loyal users. Through such interaction, HAN RIVER has also built trust and loyalty with its consumers.

Image source: TikTok

Emphasizing Collaboration with Influencers

On TikTok, HAN RIVER has collaborated with thousands of influencers, who shoot videos of daily home cleaning with vacuum cleaners in a humorous and lively manner, showcasing the powerful suction and how to easily tackle various household cleaning challenges. These videos directly address consumer pain points, resonate with users, and help HAN RIVER gain brand recognition.

To date, HAN RIVER has established connections with 9,000 influencers, and the number of new product-promotion videos created through collaborations has reached over 4,900.

Image source: TikTok

The best-selling viral video comes from Indonesian micro-influencer @veramustika90, who has only 59,800 followers on TikTok, but the promotional video released in collaboration with HAN RIVER reached 37.6 million views, directly driving the sale of 33,000 products and generating over $400,000 in GMV, equivalent to about 2.9236 million yuan.

@veramustika90's video views for HAN RIVER product promotion

Leveraging Trending Hashtags

When posting videos on TikTok, HAN RIVER also uses popular hashtags to leverage their trending power and attract more users to watch.

Image source: TikTok

For example, HAN RIVER often puts the #fyp hashtag first, which stands for "for your page," meaning recommended content for you. According to Tuke, #fyp is very popular on TikTok, with related works reaching 6.4 billion.

By using such high-traffic and widely-used hashtags, HAN RIVER can attract a large target audience to its TikTok videos, thereby increasing click-through rates and exposure.

Image source: TikTok

It is clear that HAN RIVER, a niche smart home appliance brand from Shenzhen, has performed well on TikTok, taking its brand overseas and successfully establishing itself in the Southeast Asian market.

In the future, as overseas markets continue to expand and young consumers' demand for smart cleaning solutions keeps rising, the potential of this niche market will become even more apparent. Hopefully, more domestic brands will be able to carve out their own space in niche overseas markets.