A young man born in the 1980s in Lishui, Zhejiang, went abroad to start a business and earned over 2.1 billion yuan annually through electric scooters!

Nowadays,many people want to do business Tuke, but they fall intodifficultiesat the initial product selection stage.

If you want your product to truly open up sales channels, you must first determine whether the track has development potential and market space. As the saying goes, prescribe the right medicine for the illness——Only by identifying the demand and locking in high-growth categories can subsequent investment and layout be more directional.

Taking the European and American markets as an example, the promotion of environmental protection policies and the rigid demand for short-distance travel have made electric scooters gradually become a popularmeans of transportationfrom a niche toy.

Image source:GOTRAX

At the same time, its usage scenarios have extended from urban commuting to outdoor off-road, camping, travel and other fields, further driving the rapid growth of consumer demand for this segmented category.

According toGrand View Research's survey:

The global electric scooter market size is estimated to be about $47.4 billion in 2025, and is expected to reach $98.9 billion in 2033, with a compound annual growth rate of9.6% over the years, showing a very good development momentum.

Image source:Grand View Research

On this golden track with huge overseas potential and rapid growth,naturallya large number of Chinese companies are competing Tuke, striving to get a share of the pie.

TheGOTRAXto be introduced today is a highly representative success story among them.

Starting from a startup company, tobecominga cross-border giant with annual revenue exceeding2.1billion, how did it walk the path Tuke??

Image source:GOTRAX

Entrepreneurial Story: Giving up the family business and betting on the electric mobility track

According to public information,GOTRAX is the core outdoor electric brandofZhejiang Lishui Taotao Vehicle Industry.

The brand founder, Mr. Cao, comes from a business family, with the family deeply involved in traditional industries such as hardware casting. But he did not choose to inherit the family’s original business, but insteadset his sights onthe thenrelativelyniche in China,buthot Tukeelectric mobility track overseas.

After obtaining28.5 million yuanoffamily startup capital, he officially founded theGOTRAXbrand for mass consumers in2017, focusing on electric scooters, electricbikesand other mobility products.

Image source:GOTRAX

BecauseLishuihasa mature and complete manufacturing supply chain advantage,GOTRAX chose to build its own factory, controlling product quality from the source, while continuously increasing R&D investment.

Aiming at the strong demand of overseas users for off-road and outdoor scenarios, the brand launcheddifferentiated products such asall-terrain electric scooters and long-range electric bicycles.

On this basis, it further expanded intochildren's and family series products, covering the whole family consumer group,precisely filling the market gap.

From2018 to 2022,the GOTRAXbrand alsosteadily expanded its channels. It successivelyenteredlarge offline supermarkets such asWalmart,Target, Best Buy, while also covering mainstream onlinee-commerce platformssuch as Amazon and eBay, withNorth America as the core market, and began torise rapidly.

Image source:GOTRAX

Sales Explosion:1 million units sold in 4 years, selected as CNN's Best Product of the Year

According to the world's authoritative new energy mobility mediaElectrek, GOTRAX sold a total of 1 million electric scooters in just 4 years since its establishment.

In the North American market, its products have long ranked in the top 3 of Amazon's categoryand Walmart's annual best-selling list.

Image source:Electrek

In2023, GOTRAX'stotal annual revenuealsoreached2.144 billion yuan, of whichjustelectric scootersalone sold718 million yuan, a year-on-year increase of4.52%, accounting for nearly one-third of the company's total revenue.

In2024, in just the first half of the year,the brand's revenue hasalready reached1.391 billion yuan,a surge of77.23%compared to the same period last year.

In the same year,GOTRAX'sG4 model electric scooter was also selected by CNN asone of the"Best Electric Scooters of 2024", and is deeply loved and sought after by overseas consumers.

Image source:GOTRAX (top), Google (bottom)

TikTokMarketing: Using Social Media to Capture Young Users

In the European and American markets, social media has long become the core channel for brands to reach consumers and build awareness. Especially for young, scenario-based products like electric mobility, online content dissemination is even more crucial for brand voice.

The GOTRAXbrand alsoaccurately seizedthis trend,takingTikTokand other popular social media platformsas the core Tuke marketing base, abandoning rigid advertising promotion models, and insisting on content strategies based on real scenarios+emotional resonance, directly dialoguing with overseas end users.

Currently, itsofficial TikTok account @ridegotrax already has 38,200 followers and a total of 143,800 likes.

Image source:TikTok

The short video content published by its accountis highly focused on actual product usage scenarios, highlighting core selling points such as outdoor passability, battery life, and stability,therebyattractingmore and moreyoung consumers who pursue convenient travel and outdoor experiences, continuously converting platform traffic into potential purchase intentions.

Image source:TikTok

Among them, the most popular viral video has exceeded2.9 million views. This videointuitively shows the product's hardcore strength of still running smoothly and powerfully on rugged mountain roads,precisely targeting consumers with outdoor off-road needs,attractinga large number of users to watch.

Image source:TikTok

To further expand brand awareness,GOTRAXbrandalso cooperated with manyTikTokactive influencers onthe platform,improving user favorability and brand awareness through creative short videos.

With2.9 million followers,TikTokinfluencer@a.j.befumo is one of them.

Image source:TikTok

The influencer's family shot a promotional short video forthe GOTRAX brand,in the video,@a.j.befumo gave a GOTRAXelectric scooter as a birthday gift tohis son, and the child's surprised and genuine reaction quickly resonated witha large number of users.

As of now,this video has receivedover6 millionviews and517,800likes.

In the comments section,manyuserssent blessings to the child, and even more userswere attracted by the product, saying directly“I also want to receive such a gift.”.

This kind of real content close to the daily life of American families is highly in line with the aesthetics and emotional needs of local users.

When users see the actual performance of the product in real-life scenarios, it is easier to establish an emotional connection. This marketing method can not onlyincrease brand exposure, but also makeGOTRAXbrandmore approachable in overseas markets..

Image source:TikTok

Conclusion

Looking back now, the electric mobility track is indeed still heating up. The policy tilt towards green travel in the European and American markets and the change in consumption habits of the younger generation are constantly boosting this category.

Brands likeGOTRAX, which embed their products in the supply chain and plant their brand on social media, have proven to be a viable path.

For other domestic companies that want to enter overseas markets, now is still a good time to get in. Instead of competing on price in the red ocean, it is better to focus on making good products and use real content to communicate with overseas users.

The window of globalization is still open, and opportunities are always reserved for those who dare to take the first step.