With a monthly income of over 900000 US dollars on TikTok, how can Shenzhen's cross-border sales rely solely on a charging cable?!

How can a single charging cable earn $900,000 per month on Tuke?

While traditional 3C accessories sellers are still stuck in the “involution” of parameters and prices, a brand from Shenzhen, with its keen insight into life scenarios, has opened up a new situation with a seemingly ordinary charging cable.

This brand isBasemo.

Its launched "Invisible Stand Charging Cable" was listed on Tuke US region for only30days, and quickly achieved cumulative sales of over 40,000 units and sales exceeding$670,000—an astonishingrecord, quickly topping the weekly sales chart in the mobile digital category.

This is not only a victory for a single product, but also a conceptual innovation in product definition and the path to going global.

Image source:Basemo

From Functional Necessity to Scenario Innovation

According to reports,Basemo’s parent companywas founded in2021, initially entering the market with basic mobile accessories such as data cables and power banks, focusing on the domestic market and accumulating supply chain experience.

During this stage,theywere mainly making “functional” and “essential” products, laying the foundation for future branding and differentiation by accumulating supply chain, product selection, and user insights.

It was not until2024 that the company officially launched the Basemo brand for overseas markets, establishing a clear direction: focusing onthe lazy economyandscenario integration.

This means their product development is no longer just about pursuing extreme paper parameters, but about seamlessly and elegantly integrating digital accessories into users’ specific life moments, providing convenience and fun.

Image source:Basemo

Thus,theviralTukeInvisible Stand Charging Cablewas born.

In addition to integrating the mature configurations of current charging cables,it also addsa 360-degree rotatable zinc alloy invisible stand,allowing users to watch dramas or make video calls while charging, completely freeing their hands.

A small changejust happened to hit the pain points of countless users.

Therefore, the product was able to quickly become a phenomenal hit after launching on Tuke US.

Image source:Tuke Shop

Industry Trends “Give It a Push”

The rapid success of the Basemo brand is not just luck; it is deeply rooted in the changing trends of the entire industry.

Market research datashows that the global mobile accessories market itself is a huge and continuously growing cake, expected to grow from about $105.45 billion in 2025 to nearly $189.92 billion in 2033.

More importantly, the logic driving market growth is changing.

The younger generation of consumers is increasingly driven by emotions and specific scenarios in their purchasing decisions. They no longer see charging cables and phone cases as single-function tools or consumables, but expect them to be carriers of personality, aesthetics, and even social sharing.

As a result, product boundaries are blurring, and cross-category functional integration is becoming a new trend. The competitive focus of the market has shifted from hardware parameter competition to deep insight into users’ daily scenarios, emotional needs, and long-term experience value.

Image source:grand view research

It is precisely under these changing market conditions that consumers are more willing to pay a significant premium for excellent “ease of use,” “design aesthetics,” and precise “scenario adaptability.”

This can be seen from the premium ability of the Basemo brand on Tuke: its viral charging cable sells for about $16.66 on the US site, while similar products in China sell for only 40-50RMB, clearly showing the value space brought by cross-border e-commerce in the current market.

Image source: Taobao

Tuke: The “Amplifier” of Viral Products

From market to product, we already have a preliminary understanding. Now, returning to the main topic of this issue,how did the Basemo brand explode on Tuke?

Let’s first look at the sales data composition. As shown in the figure below,the Basemo Invisible Stand Charging Cable sold a total of 57,400 units in the past 30 days, with total transaction value exceeding$900,000, of which video transaction value was$880,500, and livestreaming accounted for onlyabout 2%.

It can be said thatBasemo’s sales on Tuke are almost entirely driven by video content.

Image source:kalodata

The reason for this sales structure is inseparable fromthe product attributes of the Basemo brand itself. Its core selling point is not a bunch of complicated parameters, but a visible, tangible, instantly understandable usage scenario.

Thisstrong visual intuitiveness makes the product almost born for content on short video platforms like Tuke.

Creators don’t need to rack their brains for complex plots; they just need to authentically recreate the pain point of having nowhere to put their phone when using a regular charger, and then easily solve it with Basemo.

Image source:Tuke

Tuke influencer @xij188_ht is a great example. Although he has only over 6,000 followers, his product video for Basemo has garnered over 11.2 million views and $89,900 in sales—a remarkable conversion effect.

In his video, he uses the “pain point appears—immediate solution” method, demonstrating the pain point of ordinary charging cables and then highlighting the more convenient and reasonable design of the Basemo Invisible Stand Charging Cable, allowing viewers to instantly understand the cleverness of the product design and effectively driving high conversion.

Image source:Tuke

In terms of operations,Basemoadopts a lightweight, matrix-style influencer collaboration strategy.

In just the past thirty days, they havecollaborated with over1,700mid-tier influencers, incentivizing them to create authentic, lifestyle demonstration content through free samples and high commissions.

The advantage of this strategy is that it can quickly cover users in different interest circles at a lower cost, and achieve efficient conversion by leveraging the influencers’ own credibility.

Image source:kalodata

In addition,Basemo also registered multiple self-operated accounts for simultaneous operations, which to some extent reduces reliance on influencers and avoids being stuck by sudden changes.

Although these accounts have only been registered for two or three months, their conversion ability rivals that of mid-tier influencers. For example, @basemo03, with only865 followers, achieved $53,800 in monthly sales, which is quite impressive.

Image source:kalodata

Basemo’s self-operated accounts differ somewhat from the traditional brand accounts we know—they seem to be created specifically for selling on Tuke.

These accounts post multiple product videos daily. For example, @basemo03 has posted over 170 videos in just over two months, averaging 2 to 3 updates per day.

This volume-driven operation model, at least for now, is showing obvious results.

Image source:Tuke

Conclusion

If the Basemo brand has validated a path, then for more domestic companies, the truly important thing is not to copy a specific product, but to think about how to find a similar “scenario breakthrough” in their own category.

In today’s overseas market, especially when reaching young people through content platforms like Tuke, the landscape is still not set. Brands that can seize scenarios and tell good stories first will win a group of loyal users and considerable premiums.

For brands that see the opportunity, it’s still not too late to act now.