The unpopular track has once again achieved a billion dollar sales in Shenzhen! Winning over 100 overseas markets! ​

In recent years, with the continued boom of industries such as short videos and live streaming, the photography accessories market is experiencing a phase of rapid growth.

According to data from Precedence Research, the global market size for photography accessories reached $4.16 billion in 2024, and it is expected that between 2025 and 2034, the market will have a compound annual growth rate of about 15.26%.

By 2034, the global market size for photography accessories is projected to grow to $17.21 billion.

Image source: Precedence Research

Despite the rising popularity, the market penetration is not yet saturated, which means there are still plenty of opportunities waiting to be explored.

In this environment, a photography accessories company in Shenzhen has seized the opportunity, using photography, live streaming, and video equipment accessories as an entry point, successfully opening up overseas markets and securing a place in the cross-border e-commerce sector.

Reportedly, as early as 2016, this brand had already appeared on the Best Seller list in multiple photography categories on Amazon, with annual sales exceeding 100 million.

After years of continuous development, the brand's product sales now cover more than 100 different countries and regions, including the United States, Germany, and the United Kingdom, serving over 10 million users.

This brand isNeewer.

Image source: Neewer

Starting with Photography Lighting, Gradually Expanding the Product Ecosystem​​

According to reports, the story of the Neewer brand began in 2011, when it was just a startup in Shenzhen focused on photography lighting products.

In the early days, the team mainly relied on cross-border e-commerce platforms such as Amazon to sell products, gradually gaining a foothold in overseas markets with stable quality and affordable prices.

However, with the popularization of mobile internet and the rise of the content creation industry, the demand in photography and live streaming fields grew rapidly. The founding team of Neewer captured this trend and began expanding the product line in 2015, launching imaging recording accessories for smartphones, camcorders, and DSLR cameras, officially entering the video live streaming field.

Today, Neewer's product matrix covers two major categories: photography lighting systems and imaging recording systems, with over 2,000 SKUs, including magnifying cameras, fill lights, tripods, phone holders, etc., meeting the diverse needs of both professional photographers and ordinary content creators.

This strategy of starting with a single category and gradually expanding the product ecosystem has helped the brand establish its own advantages in a highly competitive market.

Image source: Neewer

Social Media Marketing: TikTok Becomes the Key Engine for Brand Growth​​

In terms of marketing strategy, Neewer deeply understands the characteristics of its target users gathering on social media platforms, and has made TikTok, a phenomenal social media platform, its main battlefield for marketing, with a focused layout.

As of now, Neewer's official TikTok account @neewerofficial has 1.3 million followers and has received 11.4 million likes.

Image source: TikTok

The content posted on its TikTok account mainly features product demonstrations, usage tutorials, and photography effect showcases, intuitively presenting the actual application scenarios of the products through high-definition videos. While closely aligning with users' daily needs, it also showcases the product's features and performance, allowing users to experience the joy of photography while watching the videos, thereby building trust and goodwill towards the brand.

Many of the short videos on the account have impressive data, with 45 videos reaching millions of views; 8 videos have exceeded ten million views; and the highest single video has reached 64.8 million views.

Image source: TikTok

Neewer also recognizes the importance of emotional connection. To enhance intimacy with users and increase user loyalty to the brand, it actively interacts and communicates with users in the comment section.

For example, in a popular video with 64.8 million views, a user mentioned their phone model, infinix note 40 pro, and asked whether the brand could launch camera accessories compatible with this model.

Neewer quickly responded, stating that the request had been forwarded to the R&D team and recommending the existing universal bracket Neewer PA009 as an alternative solution.

This approach of "listening to users' voices" makes users feel cared for and valued, which greatly helps enhance user stickiness and further convert into sales opportunities.

Image source: TikTok

In addition, through TikTok's third-party data platform, we can see that Neewer has also collaborated with 11,900 influencers on TikTok, with a total of 8,100 product-selling videos published and 1,100 live selling sessions launched.

Although Neewer's TikTok Shop in the US only launched in January last year and started relatively late, it has already sold 34,500 products through this channel, with total sales reaching $1.78 million, further validating the huge potential of social e-commerce.

Image source: Echotik

Amazon + Independent Website: Dual Channel Layout

In terms of sales channels, Neewer adopts a prudent "two-legged" strategy.

On one hand, it focuses on third-party e-commerce platforms like Amazon, implementing a broad SKU strategy that covers accessories for smartphones, camcorders, DSLRs, and more, leveraging their massive user base for rapid sales.

Image source: Amazon

On the other hand, Neewer has also built its own overseas independent website, gradually reducing its reliance on third-party platforms. This allows users to place orders directly, while accumulating user data and improving repurchase rates and service quality.

This dual-track approach not only disperses operational risks but also helps Neewer better grasp user data, providing strong support for product development and marketing decisions.

Image source: Neewer

Insights: Opportunities and Paths in Overseas Markets

Neewer's successful experience shows that Chinese brands are fully capable of finding their place in the global market.

For other domestic companies looking to go global:

First, choose a niche with growth potential to avoid excessive competition in a red ocean market;

Second, pay attention to localized operations and build brand awareness through marketing methods that fit local user habits;

Third, build diversified sales channels, leveraging the traffic advantages of major e-commerce platforms while accumulating brand assets through independent websites.

Currently, there are still many unmet needs in the global consumer market, especially in the field of cost-effective products, which provides broad development space for Chinese brands.

As long as the direction is right and the strategy is appropriate, the future overseas market still holds great promise.

Perhaps, now is the time to take action!