The overseas market of Hunan hot press machines has an annual revenue of over 100 million US dollars, adding another segment to the cross-border sales category

In the past, when we talked about heat press machines, we always thought of those bulky, complicated industrial devices in factory workshops, which had almost nothing to do with the lives of ordinary consumers.

Unexpectedly, heat press machines can now be associated with DIY crafts, becoming creative tools that everyone can use in home kitchens, living rooms, and studios.

It is in such a seemingly niche segment that a Chinese brand——HTVRONT, quietly entered more than 50 overseas markets worldwide, with annual revenue once reaching hundreds of millions of dollars, becoming a phenomenal player in the cross-border DIY tool field.

Image source:HTVRONT

From Industrial Equipment to HomeDIY Tools

HTVRONT was founded in April 2018 and is a consumer-grade heat press machine brand under Hunan Sizhi Technology. It is currently the only domestic company to achieve branded export of home DIY cutting machine consumables and DIY machines, combining cultural creativity and technology in cross-border exports.

Their breakthrough lies in making“intelligence” and “consumerization” the core of their products.

In July 2022, HTVRONT chose the well-known crowdfunding platform Kickstarter to launch its first overseas campaign.

Their fully automatic heat press machine features one-touch operation, intelligent temperature control, and lightweight design, completely overturning market perceptions. The results far exceeded expectations: the product quickly attracted nearly 5000 supporters, and sales in the first month exceeded $1 million.

The success of this crowdfunding campaign not only validated the product-market fit, but also gained the first batch of loyal seed users, accumulating valuable initial reputation and trust assets for the brand.

Image source:Kickstarter

According to publicly disclosed information,HTVRONT in 2019(the first full fiscal year after its founding)achieved $7 million in annual sales.

After that, growth exploded: In 2020, revenue grew 200% year-on-year, with turnover soaring to $35 million; in 2021, it reached a new high, with annual sales exceeding $70 million.

Behind this series of data is the continuous evolution of product strength——from the initial basic manual heat press, to the development of roller-type, mini-type and other multifunctional, segmented product matrices, covering a wide range of personalized customization scenarios from clothing accessories to daily home use.

Image source:HTVRONT

When Global“CreativeDesire” Meets the Tailwind of Social Media

HTVRONTbrand’srapid growthis certainly due to product innovation, but it is also inseparable from the era in which it exists. The globalDIY marketdid notsuddenlyappear, but hasbeensteadilyheating up.

According to industry reports, the global homeDIY market size reached $861.4 billion in 2024 and is expected to continue growing. Behind this boom is the deep garage culture in Europe and America, the economic rationality of “do it yourself” under high inflation, and the ultimate pursuit of personalized, experiential consumption in the digital age.

Image source:cognitive market research

What’s especially crucial is that the creative process and content display ofDIY perfectly fit the needs of the social media era. Today, social media is no longer just an entertainment venue,but has becomea new platform for search and learning.

Tubular Labs’ report clearly points out that in the fields of home, crafts, and DIY, educational “learning content” is shining on social platforms, effectively attracting and maintaining highly engaged user communities.

Google Trends data also shows that keywords like “DIY” have long maintained high search popularity, forming peaks during holidays and other specific periods, indicating stable and strong market demand.

Image source:google trend

This brings a key advantage:HTVRONTbrandproducts are naturally suited for display.

From unboxing, operation to the finished product, the whole process is simple and intuitive, and is itself a ready-made, attractive short video material. Currently, the globalDIY boom is “timing”, and social media becoming the mainstream information channel is “location”. These two tailwinds together create excellent conditions for the brand to break out of its niche.

Now, only one question remains:Can HTVRONT truly seize it?

Image source:HTVRONT

Multi-Platform Resonance, Building a Three-Dimensional Overseas Matrix

Even in matureDIY culture markets like Europe and America, the penetration rate of smart DIY devices such as heat transfer machines and cutting machines is still low, and ordinary consumers still have a cognitive gap about “how to use, is it easy to use, is it worth it”.

This means thatHTVRONT brand, if it wants to open up the market, cannot just be a seller, but must also teach everyone how to play, and clearly show the “cool stuff you can make with one click” feeling.

1. TikTok

Currently,HTVRONT has set up multiple accounts on TikTok, forming an account matrix. The main official account @htvront currently has about 176,700 followers (as of public data statistics).

Image source:TikTok

The account content mainly focuses on“creative tutorials for making various crafts with products”, such as:

－Using a heat press to transfer custom designs ontoT-shirts;

－Making family commemorative mugs;

－Personalizing pet supplies, sports gear, and holiday gifts.

These videos are usually fast-paced and clear, focusing on showing the complete process“from a design to a finished product”, allowing viewers to intuitively feel the product’s ease of use and playability.

Image source:TikTok

For example, their Christmas treeT-shirt DIY video released during Christmas is a typical example. It not only intuitively demonstrates the product’s holiday application, but more importantly, it inspires viewers’ sense of “I can do it too”.

This video eventually received866,300 views, and in the comments section, many users asked questions, fully demonstrating that this intuitive “tutorial-style” content is the most effective way to break users’ cognitive gaps and answer doubts about “is it easy to use”.

Image source:TikTok

In addition to operating its own accounts,HTVRONT brand also collaborates with many TikTok influencers.

Among these collaborators,HTVRONT does not limit its vision to crafts and DIY verticals. They adopt a more open and diverse cooperation strategy, actively partnering with influencers in lifestyle, family, product reviews, and even comedy and entertainment fields.

Image source:TikTok

For example, the brand once collaborated with TikTok influencer @k.lala104, who has over3.4 million followers.

This influencer is not a traditional crafter, and her content mainly features humorous family life. In the collaboration video, she cleverly shows the “failure” scene of DIYing in a traditional way, then easily “solves it with one click” using the HTVRONT heat press, creating a strong contrast and comedic effect.

This content not only intuitively demonstrates the convenience of the product, but also, through emotional resonance and entertaining storytelling, allows the product to reach those “general interest groups” who are interested inDIY but are intimidated by its complexity.

Image source:TikTok

2. Facebook & Instagram

Outside ofTikTok, HTVRONTbrandalso operates finely on other social platforms, forming a synergistic effect.

OnFacebook, the brand focuses on community operation and promotional interaction, establishing multiple themed vertical groups (such as product exchange, tips sharing, fan benefits, etc.), with a total membership of over 40,000, forming a highly sticky user community for posting discounts, live previews, and customer service.

Image source:Facebook

OnInstagram, a visual-oriented platform, HTVRONTbrandfocuses on displaying the most exquisite and attractive finished product images and short tutorial videos, and directly places the official website link in the profile, using the platform as a brand aesthetic showcase and a traffic bridge to the official website.

Image source:Facebook

Alright, that’s all for today’s story aboutHTVRONTfor now.

It shows us that nowadays, for Chinese brands going overseas,maybeit’s possible to change the mindset——not just selling products, but solving a group’s interests and creating a new lifestyle.

This path has actually opened up for many Chinese brands with ideas and products.

So, who will be the next brand from China to ignite the creative passion of global consumers?