The effect of "Xiaomi ization" is remarkable! Shanghai's small home appliances sold out in 47 seconds with an annual revenue of nearly 1.7 billion yuan!

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In recent years,with the continuous increase in consumer demand for smart kitchen appliances,the global smart kitchen appliance markethas experienced rapid development.

According tograndviewresearch data,the global smart kitchen appliance markethas maintained a growth trend since2017. In 2023, the market size was estimatedat18.8 billion USD,and is expected to grow to60.2 billion USD by 2030, withacompound annual growth rate of17.9%.

Image source:grandviewresearch

Under this trend,domestic smart kitchen appliance brandshave turned their attention overseas, seeking new growth opportunities, and the well-knownMidea brand is one of them.

According toechotik platform sales data, as of October 2025, the total sales of Midea brand in TikTok US stores exceeded 36,000 units, with cumulative sales close to 4 million USD. Among them, four products each sold several thousand units, and one best-selling product even surpassed the 10,000 units mark, making it a successful Tuke smart kitchen appliance brand.

Image source:echotik

Besides these familiar brands, the next company we will discuss, Chunmi Technology, is also a smart kitchen appliance enterprise that has achieved great results overseas.

Reportedly, Chunmi Technology in2016launched its first MijiaIH pressure rice cooker at a price of 999 RMB,despite targeting the mid-to-high-end market,the price was not cheap,but it set a record of selling out in47 seconds after launch, eventually achieving cumulative sales of over ten million units, making a name for itself in the smart kitchen appliance segment.

Later, in2021, Chunmi Technologyalsolauncheditsindependent brand Tuke strategy, deployingTOKIT and joyami dual brands,gradually opening up key overseas markets such as Southeast Asia, Europe, and the US.

Data shows that,in2023-2024,Chunmi Technology'sannual revenuewas1.576 billion RMBand1.697 billion RMB, showingstrong growth momentum,making ita leading seller in the Tuke smart kitchen appliance sector!

Image source: Chunmi Technology

Brand Transformation from OEM to Independent

It is understood that the story of Chunmi Technology dates back to2003.

At that time, one of the founders, Mr. Yang, left Motorola and initially worked on smart system development for the Middle East market. Due to market limitations, he eventually shifted to the kitchen small appliance sector, and in2013, co-founded Chunmi Technology with another co-founder, Mr. Zhu.

2014 was a key turning point for Chunmi Technology. The founding team learned that Xiaomi planned to develop rice cooker products, and at that time, the domestic rice cooker market was still dominated by traditional hot plate products, accounting for up to 85%. These products had obvious shortcomings in cooking performance, leading many consumers to pay high prices to import high-end products from Japan.

Seeing the huge market opportunity, the founding team led Chunmi Technology toofficially join the Xiaomi ecosystem in April 2014, focusing on the R&D and production of smart rice cookers.

In 2016, Chunmi Technology launched its first Mijia IH pressure rice cooker, priced at 999 RMB, which sold out within 47 seconds of launch, and eventually exceeded ten million units in cumulative sales, earning an important position in the segment market.

Image source:Google

As a member of the Xiaomi ecosystem, Chunmi Technology continued to focus on the smart kitchen appliance field, developingover 20 Mijia series products, and expanding multiple ODM cooperation projects including Flyco.

However, the company's development did not stop there. While serving Xiaomi, it also actively promoted the construction of its own brands, gradually formingthe three-brand matrix of TOKIT, QCOOKER, and Zhiwuzhu.

Next, let's takeTOKIT as an example to see how Chunmi is deploying and making efforts in overseas markets.

Image source:Google

Opening the Market with Product Innovation

Reportedly,TOKITisa high-end smart kitchen appliancebrand officially launched by Chunmi Technology in2018,targeting the globalmarket, especiallyEurope, America, Japan, and Koreaas keymarkets.

To meet consumers' needs for multifunctional and easy-to-operate products,TOKIT chose to launch the Omni Cook multifunctional food processor as its core breakthrough.

Image source:Google

This product integrates more than twenty functions such as weighing, mixing, steaming, and heating, and is equipped with video recipe guidance, solving multiple pain points for overseas users during cooking. Its user value was quickly recognized by the market, withthe first round of crowdfunding on Kickstarter reaching millions of USD, which is the most direct proof.

Since then,the TOKIT brand has gradually developed, forming a layout of five major series and twelve products, covering smart rice cookers, smart ovens,multifunctional food processorsand other categories, gradually establishing brand awareness among vertical consumer groups.

Image source:Google

LeveragingTikTok Platform for Precise Marketing

In today's era of popular social media, brands need more than just strong products to sell to more consumers. They also need to leverage the promotional power of social media platforms to make their brands and products known to more people.

For this reason,TOKIT brandchoseTikTok as one of its main marketing platforms, expanding brand influence through collaborations with influencers.

OnTikTok,TOKIT brandhas established partnerships with several top parenting and home-sharing influencers, attracting potential users by having influencers share daily usage and cooking videos.

The top TikTok parenting influencer @melissametrano, with 8.4 million followers, filmed a daily usage video forTOKIT brand’smultifunctional food processor.

Image source:TikTok

In the video, influencermelissametrano usesTOKIT brand’smultifunctional food processorto cook for her husband, showing the entire process of weighing, mixing, and steaming.

So far, this video has exceeded9 million views and received 144,600 likes. Many users interested in the product have commented:

"It seems very easy to use."

"My mom would definitely want this (product)!"  

"This is so cool!!!"

It is evident that video content showcasing product features in real-life scenarios can lower the cognitive barrier for potential users and greatly help attract their attention.

Independent Website Construction and User Experience Optimization

In addition to targeted marketing via social media,the TOKIT brand has also invested in building an overseas independent website as an important channel for brand display and sales.

Image source:TOKIT

TOKIT has set up a detailed product explanation section on its independent website, clearly listing cooking modes and specific functions for each main product, helping consumers new to the brand quickly understand product features.

The independent website also offers free shipping, two-year warranty, and other services, which help boost potential users' confidence in making purchases.

Image source:TOKIT

In addition,TOKIT has specially added a user cooking tutorial section on its independent website, featuring real user reviews and cooking guides. These contents allow potential users to fully understand the product experience and greatly help reduce purchase doubts.

Image source:TOKIT

Conclusion

Looking atTOKIT's Tuke journey, itdemonstratesthe exploration path of Chinese smart kitchen appliance brands. From initially relying on Xiaomi's ecosystem for technological accumulation to successfully building an independent brand matrix, its development trajectory proves the feasibility of Chinese brands going Tuke.

Currently, the global kitchen appliance market is in a period of rapid development, creating an excellentwindow of opportunityfor Chinese brands to go Tuke.

Asconsumer demand forintelligent and personalized products continues to grow, Chinese kitchen appliance companies will havegreater development space and morepossibilitieson the overseas stage!