Annual sales exceed 100 million US dollars! Popular products are emerging in niche categories again! Folding trucks in Shenzhen are being crazily robbed by foreigners

In recent years, with the continuous advancement of urbanization, traffic congestion has become increasingly severe.

Coupled with changes in people's lifestyles, the global demand for green travel has been rising, and electric bicycles, as a low-carbon means of transportation, have therefore gained widespread favor among overseas consumers.

Image source:Fiido

According to data fromGrand View Research, the global electric bicycle market is valued at approximately $69.73 billion in 2025, and is expected to reach $144.33 billion by 2033, with a compound annual growth rate of 9.2% over the period, showing considerable market growth potential.

Image source:Grand View Research

Faced with such a steadily growing track, a large number of Chinese brands have entered the market, and have successfully become popular overseas by virtue of strong product capabilities and precise marketing strategies tailored to target audiences.

Today, the focus is onFiido, which is a benchmark case for Chinese electric bicycle brands going Tuke.

Starting from crowdfunding and growing into an E-bike seller with annual sales exceeding$100 million, what is the secret to its cross-border growth?

Image source:Fiido

A cross-border player from the smart hardware industry

According to public information,Fiido was founded in 2017 and belongs to Shenzhen Feidao Technology, focusing on the E-bike sector as a mobility brand.

Its founding team originally engaged in smart hardware R&D, and were not native players in theE-bike industry.

They noticed that the widespread popularity of shared bikes had cultivated users' habits of short-distance riding, but traditional bicycles still had obvious shortcomings in terms of battery life, portability, and intelligence. In addition, the prices were generally high, often$1,000 to $2,000, far beyond the affordability of most consumers.

Therefore, based on this market pain point, the team decided to focus on developing high cost-performance E-Bike products that integrate lightweight, intelligence, and trendy design, to fill the market gap.

Image source:Google

From crowdfunding to becoming a top E-bike seller

In the competition of overseas markets,productstrength is the foundation. For this reason,the Fiido brandhas put a lot of effort into R&D.

In response to the industry's common pain points of insufficient portability, short battery life, high pricing, and weak intelligence,Fiido has providedtargeted product solutions.

Using lightweight aluminum alloy materials to build the frame, greatly improving portability; at the same time,the battery is embedded and hidden in the seat tube, optimizing the appearance while effectively extending battery life, comprehensively upgrading the user riding experience.

Image source:Fiido

In 2020, the Fiido brandlaunched onIndiegogo to test the waters with crowdfunding. The first folding model D11 reached its crowdfunding goal in just 5 minutes after launch, and sales exceeded $1 million within 1 hour, directly topping the platform's all-categoryTop1, causing a sensation in theE-bikeindustry, and quickly accumulating its first batch of core users and market reputation.

In 2023,Fiido launcheda folding modelD3 Pro priced at onlya few hundreddollars, with single product salesexceeding50,000 units, winningthe recognition of countlessoverseas cycling enthusiasts.

Image source:Fiido

In the same year, the brand's total annual revenue reached$100 million (about RMB 717 million),productsenteredover100countries and regions worldwide, and cumulativelyservedover400,000overseas users.(Data source: Tuke.com)

In 2025, Fiido willfurther promote product scenario segmentation, creating a complete product matrix covering11models. Customized differentiated products are provided for different market needs such as commuting and leisure in the UK, cargo transport in Italy, and safety compliance in Germany.

At the same time,the brand has expanded into new categories such as electric scooters and smart cycling accessories, achievingfull-scenario coverage and securing its position as a leading E-bike Tuke brand.

Image source:Fiido

Building brand presence with social media

Of course, as a Tuke brand, product strength alone is not enough. Letting overseas consumers know the brand and build trust is also key to breaking through.

Based on this,Fiido attaches great importance to marketing in the field of social media, taking the popular platform TikTok, which has a huge number of young consumers, as the core promotion position for the brand.

To better promote,the Fiido brand has established an official account @fiidoebikeofficial on TikTok, with content creation closely revolving around real riding scenarios.

Whetherit's daily commuting, leisure fitness riding, or riding on smooth asphalt roads or rugged mountain roads, the account usesreal-scene videocontentto conveythe value of the product's multi-scenario adaptability and high efficiency, step by step strengthening users' recognition ofFiido's product strength, forminga closed loop from content reach tobrand trust conversion.

Image source:TikTok

Although as of now, the account has only3,340 followers and 17,400 likes, and is still in the user accumulation period, it has already successfully produced two viral videos with over a million views, showing outstanding performance.

Image source:TikTok

Among them, the video with2.5 million views is a very successful promotional content.

In the video, the male and female protagonists drive to an outdoor scenic spot, preparing to ride and enjoy the view. They easily take outFiido's folding electric bicycle from the car trunk, and quickly unfold the whole bike with simple operations.

Then, the two ride their light and comfortable bikes, plug their phones into the bike's built-in charging device, charging while navigating, and enjoy the natural scenery along the way.

In just a short video, the product's portability, easy folding and unfolding, and built-in phone charging function are vividly demonstrated, subtly conveying the selling points to users.

Image source:TikTok

In addition to operating its own account,the Fiidobrandhas also cooperated withmanyvertical influencers on TikTok, leveraging their traffic to push products to more potential buyers.

TikTok fitness influencer @pierredalati, who has3.2 million followers, is one of Fiido's partners.

Image source:TikTok

He filmed an outdoor test video forFiido's folding electric bicycle, personally appearing in the video to test ride and intuitively verify the product's actual performance.

This49-second short video fully demonstrates the process of folding and storing the bike and putting it into the car trunk, and also clearly presents the strong power output and smooth riding experience of the e-bike.

So far, the video has accumulated830,800 views and 29,600 likes. The comments section features many inquiries such as "How much is it?" and "What's the price?"

This also proves that influencer test content can effectively dispel potential users' consumption concerns and plays a significant role in promoting purchase conversion.

Image source:TikTok

Final words

With the global wave of green travel,the growth of the E-bike market is far from peaking. As overseas consumers' demand for environmentally friendly and convenient travel continues to rise, coupled with policy support, this category still has huge incremental potential.

At present, the advantages of China's supply chain in cost, technology, and iteration speed give domesticE-bike brands natural Tuke competitiveness. If they can accurately capture overseas user pain points and supplement with localized operations, even new brands have the opportunity to replicate Fiido's path to success.

In the future, with the upgrade of lithium battery technology and the advancement of global carbon neutrality policies,the E-bike track is expected to see more new-generation leading brands emerge. Seizing the opportunities of the times and finding the right approach, the globalization journey of Chinese brands is just in time.