Earning 2 billion in just one year! Shenzhen has once again achieved overseas sales! Accumulated over 60 million users worldwide!

In recent years, the global mobile phone accessories market has continued to expand in scale.

According to data from futuremarketinsights, the global mobile phone accessories market is estimated to reach $111.62 billion in 2025, and from 2025 to 2035, the market is expected to have a compound annual growth rate of about 6.8%.

By 2035, the global mobile phone accessories market is expected to exceed $215.51 billion, showing a booming development trend.

Image source: futuremarketinsights

Against this market backdrop, a mobile phone accessories brand from Shenzhen, Guangdong, seized the business opportunity and successfully entered overseas markets with a series of 3C accessory products built around the Apple ecosystem, achieving impressive results in the cross-border e-commerce field.

This brand isTORRAS.

Reportedly, the brand achieved an annual revenue of over 2 billion yuan as early as 2022. In 2023, its innovatively developed Pivot Case became the fastest-growing single product for the brand, with sales exceeding ten million units.

After years of development, TORRAS's business footprint has now expanded to 148 countries and regions worldwide, serving more than 60 million users in total, and its market share in North America has firmly ranked among the top three in the industry.

Image source: TORRAS

From Domestic to Overseas: Seizing Opportunities and Gradually Expanding

It is understood that TORRAS was founded in 2012 and is a high-end consumer electronics brand under Shenzhen Lanhe Group.

At the beginning of its establishment, the brand mainly focused on the domestic market, with core products such as phone cases, tempered films, power banks, and iPad protective cases for the Apple ecosystem, selling through e-commerce platforms such as Tmall.

In 2015, to expand its business boundaries, TORRAS officially entered the smart car accessories market, launching car phone holders, car chargers, and other products to further enrich its product line.

However, as competition in the domestic 3C accessories market intensified, the brand began to turn its attention to overseas markets.

In 2016, TORRAS officially entered the cross-border e-commerce sector, selling its products overseas through the Amazon platform. This strategy quickly paid off, and just one year later, the brand took the top spot in the phone case and film category on Amazon sites in Japan, Germany, the UK, and others.

In 2019, it also successfully ranked among the top 100 Chinese cross-border export brands, further validating the feasibility of its overseas expansion model.

But TORRAS did not stop at online channels and simultaneously expanded offline. In 2023, the brand successfully entered North America's Best Buy, Costco, and chain retail stores in the Middle East, Japan, and South Korea, further consolidating brand awareness through offline exposure.

This combination of "online bestsellers + offline distribution" helped TORRAS cover a wider user base and further enhanced its influence in overseas markets.

Image source: TORRAS

Social Media Marketing: Winning Users with Product Features

In the era of social media, good products need even better brand promotion to sell successfully.

To this end, TORRAS chose to carry out differentiated marketing on social media platforms such as TikTok and YouTube, delivering product value in a targeted manner according to the user characteristics of each platform.

TikTok: Intuitive Display, Sparking Interest

TORRAS regards TikTok as an important battleground for attracting young consumers.

Although its official TikTok account @torrasglobal currently has only 6,920 followers, the video data performance is quite remarkable.

Image source: TikTok

Take, for example, the most viewed TikTok video on the account, which showcases the features of the Pivot Case. This short video has garnered 5.6 million views and 83,800 likes.

The video intuitively demonstrates product usage scenarios, such as transforming the Pivot Case into a phone stand and seamlessly connecting with a magnetic power bank, attracting the attention of a large number of potential users.

It is worth noting that the video’s comment section has also formed a positive user interaction ecosystem.

When a user raised the question "no magsafe," existing users who had purchased the product helped explain:

"MagSafe only serves as a magnet, keeping the device from falling off and maintaining adhesion. Although it has wireless charging capabilities, it requires a MagSafe-compatible case for that. TORRAS's case products directly give them magnetic functionality (so there is no need to add anything extra)."

Such spontaneous answers from real users can dispel potential consumers' doubts, avoid the stiffness of hard advertising, and better align with the preferences of young people on TikTok.

Image source: TikTok

YouTube: In-depth Reviews, Building a Professional Reputation

On YouTube, targeting more professional digital enthusiasts, TORRAS chooses to establish close partnerships with tech influencers on the platform, showcasing products through unboxing and review content, and leveraging influencers' influence to reach target audiences.

Tech blogger Flossy Carter, who has 2.07 million subscribers, has collaborated with TORRAS to shoot a detailed unboxing + review video for several of its Pivot Cases and magnetic power banks. So far, the video has received 47,000 views.

In this review video, Flossy Carter unboxes several TORRAS Pivot Cases and magnetic power banks one by one, allowing users to directly see the product's appearance and workmanship details.

He then focused on several core features, such as the innovative 360-degree rotating pivot ring design, which can be freely rotated and adjusted for different usage scenarios, and the freely replaceable colorful side buttons to meet users' personalized needs.

He also tested the sensitivity of the button triggers for users, confirming that the operation is smooth and the feel is comfortable.

Image source: YouTube

Many buyers have expressed their love for TORRAS products in the comments section:

"I love TORRAS products. I have a phone case and a screen protector. They don't leave fingerprints and are very easy to install."

"This is the best promotional video TORRAS has ever had. After watching it, I have already bought this product for a while."

Image source: YouTube

Dual Layout: Third-party Platforms + Independent Website

Moreover, while strengthening social media marketing, TORRAS has also focused on building a more robust sales system.

In addition to initially choosing Amazon as the first stop for going overseas and quickly achieving leading sales positions in multiple countries with high-quality products, the brand has also built its own overseas independent website.

Image source: Amazon

In the operation of its independent website, TORRAS has set up clear product categories and launched services such as free shipping for orders over $29.99, 30-day worry-free returns and exchanges, and a 365-day warranty. This approach can enhance user stickiness and gradually cultivate a loyal brand user base.

This "third-party platform sales + independent website operation" dual-track model allows the brand to benefit from the traffic advantage brought by Amazon while further strengthening brand building through its independent website layout, which greatly helps TORRAS's sustainable development in overseas markets.

Image source: TORRAS

Conclusion

TORRAS's overseas expansion provides a replicable experience for Chinese brands: take technological innovation as the core competitiveness and open up the market through precise localized operations.

For other Chinese companies that are still on the sidelines, perhaps you can boldly learn from this. TORRAS has succeeded on this path, and we believe other brands can too!