The unremarkable mop has become a popular item overseas? Shenzhen brands earned 1.65 million US dollars from it!

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In recent years,as people’sdemand for efficient and intelligent cleaning tools continues torise, the cleaning productsmarket has shown strong growth momentum globally.

According tograndviewresearch data,the globalcleaning productsmarkethas been expanding in scale since2018.

In2023, the market size was valued at $153.58 billion, and it is expected to achieve a compound annual growth rate of 6.5% from 2023 to 2030. By 2030,the globalcleaning productsmarketis expected to exceed$233.43 billion.

Image source:grandviewresearch

Against this backdrop, Chinese cleaning tool brands have ushered in a golden window for Tuke, and Schenley from Shenzhen is a representative brand that seized this opportunity.

Reportedly,the Schenley brand was established in 2021, with its core target group positioned as housewives.

Image source:Schenley

In 2024, relying on its steam mop, it went viral on TikTok, selling 16,000 products in just one month, achieving sales of over 10.52 million yuan, and successfully becoming the sales champion in the TikTok Shop home appliance category.

According toechotik platform data, as of October 2025, the brand’s cumulative sales on TikTok Shop reached $1.65 million, and several products have consistently ranked in the top ten Best Sellers on Amazon, making it a dark horse seller in the cleaning tool niche.

Image source:echotik

Discovering Market Gaps: Starting from User Pain Points

According to reports,Schenleyis a Shenzhen-based smart cleaning appliance brand founded in2021, underShenzhen Xin En Li Technology Co., Ltd..

Before its official establishment,Schenley’s founding team discovered a key issue through market research: although traditional vacuum cleaners and robot vacuums can handle daily floor cleaning, they are often ineffective at dealing with deep carpet stains, hair residue on fabric sofas, and pet odors.

This market gap revealed the potential opportunity for steam cleaning devices. Based on this insight, the team decided to create a smart home appliance brand focused on cleaning, and thus the Schenley brand was born.

Image source:Schenley

 To increase competitiveness in this niche, targeting these specific pain points,Schenley launched a series of products, including steam mops, mite removers, and fabric cleaners.

Unlike leading brands that pursue high performance, Schenley focuses more on balancing comprehensive functionality and moderate pricing, ensuring core product strength while meeting the practical cleaning needs of most households.

This clear market positioning has helpedSchenley find its place in the highly competitive North American market, gradually gaining consumer recognition and establishing its competitive advantage in the niche.

Image source:Schenley

Deeply CultivatingTikTok: Using Content to Move Target Users

In the era of social media, brands wanting to reach more potential consumers cannot rely solely on product optimization. Effective layout and promotion on social media platforms where users are active are also necessary for brands and products to become widely known.

In response,the Schenley brandchoseto focus onTikTok, developing a dedicated content strategy for housewives to attract more potential users.

ItsTikTok marketing strategy focuses on collaborating with small-scale home and cleaning influencers. Although these influencers do not haveparticularly largefollowings, they have highly trusted audiences in their niche.

The brand’s promotional videos focus on showcasing everyday cleaning scenarios, emphasizing the real effectiveness of their products in ordinary home environments.

TikTok influencer @jennabloomm, with 86,000 followers, filmed a real-life home use video for Schenley’sbrand’ssteam mop.

Image source:TikTok

In the video, influencerjennabloomm fully demonstrates the process of usingthe brand’ssteam mop to clean kitchen cabinets, refrigerator, microwave, floors, and windows.

So far, the video has surpassed5 million views and received 48,900 likes. Many potential users expressed their intention to buy in the comments: “I need this!!” “I really need one.”

It is evident that such real-life scenario content can attract potential users’ attention, lower their defenses, and help promote further product conversion.

Video fromTikTok influencer @jennabloomm’s account

Building an Independent Site: Creating a Complete Overseas Marketing System

In addition to relying on social media platforms for promotion,Schenley has also invested resources in building its own overseas independent site.

Image source:Schenley

The design of the Schenley independent site,fully considers the user’sshopping experience,with a clear product category section on the homepage, displaying products and accessories according to different needs such as floor cleaning, carpet cleaning, and general cleaning. This categorizationhelpsfirst-time visitors quickly find products suited to their needs, reducing the difficulty of selection.

At the same time, the site has a dedicated honors section,showcasing its steam mop’s top sales rankings onTikTok, Amazon, and Walmart, which greatly helps increase potential users’ favorability and trust.

Image source:Schenley

In addition, they have added a customer review section to the independent site,featuring8409 genuine user reviews,which provide important reference value for new visitors, helping to dispel purchase doubts and promote conversion.

Image source:Schenley

Inspiration for Domestic Brands: Overseas Markets Are Worth Deep Cultivation

Schenley’s Tuke story demonstrates an interesting business phenomenon:

While most peers are still expanding overseas markets in traditional ways, this Shenzhen company has already made a breakthrough in the North American market with a combination of social media+independent site.

Its approach may not be perfect, but it does provide a replicable path for followers—find a niche need and tell the right story in the right way.

In the cross-border e-commerce track, there is never a shortage of opportunities; what’s lacking is the eye to spot them and a team that executes well. Just asSchenley discovered the pain points that traditional cleaning tools couldn’t solve, every niche market hides similar business codes.

To achieve success, the key is to be likeSchenley—understand consumers’ real needs and dare to try new marketing tactics! What do you think?