Earning 850 million yuan in 1 year! Shenzhen has once again achieved a cross-border success in the electric vehicle market! I made a fortune overseas!

Doing business Tuke, often involves completely different logic and approaches compared to the domestic market.

Many people think Tuke is difficult, and the fundamental problem lies in:They lack overseas living experience, have ideas but do not understand the real needs of overseas users.

They don’t know what locals lack or need in their daily lives, nor are they clear about what products can actually sell.

For this reason, Tuke must not be impulsive. Choosing the right category is the key step that determines whether a brand can survive and how far it can go.

Image source:Engwe

Take commuting as an example. In China, new energy vehicles are becoming increasingly popular, especially among young people. More and more are choosing electric cars, and the number of charging stations is rapidly increasing everywhere.

But abroad, the situation is completely different.

As overseas consumers’ preference for sustainable travel grows, urbanization accelerates, and governments incentivize green transportation, the market for electric bicycles is expanding rapidly and has huge potential.

Image source:Engwe

Grand View Research data just confirms this trend:

In2025,the global electric bicyclemarket sizewill reachabout$69.7 billion, and is expected to grow to $144.3 billion by 2033,with a compound annual growth rate of9.2% over the years.

Image source:Grand View Research

Such a promising and fast-growing track naturally attracts a large number of domestic enterprises to layout Tuke.

Today’s introduction is aboutEngwe, a Chinese brand that performs exceptionally well in the electric bicycle Tuke track. Starting from ODM manufacturing, then fully shifting to its own brand Tuke, it has grown into a cross-border seller with annual revenue exceeding 850 million yuan!

Its development story may bring a lot of inspiration to your brand.

Image source:Engwe

From riding pain points to brand birth:Engwe’s entrepreneurial story

According to public information,Engwe is an electric bicycle brand from Shenzhen, founded in 2014.

The brand was born from a real adventure experience of three cycling enthusiasts. They planned to complete a 38-mile mountain ride in 5 hours, but due to continuous uphill, had to push the bike for the last 16 miles.

It was this unpleasant experience that inspired the three to develop electric assist bicycles.

Later, their idea was recognized in a campus innovation and entrepreneurship competition, officially starting their journey in electric bicycle R&D. After nearly5 years of technical accumulation, the Engwe brand was officially established in 2014.

Image source:Engwe

In its early days,Engwe focused on the folding commuter bike track, providing ODM services for domestic brands like Yadea, Luyuan, and XinDaZhou, while also selling on Taobao and Tmall, gradually developing mature R&D and manufacturing capabilities.

In 2018-2019, Engwe tried small-scale foreign trade through platforms like Global E-Buy, but the overall scale was not large.

Meanwhile, the brand clearly realized: long-term reliance on OEM and lack of its own brand would face the bottleneck of thin profits and severe product homogenization, so it began to plan for branding and globalization in advance.

2021 became the key turning point for Engwe’s full Tuke and branding.

The company shifted core resources to overseas markets, launched a cost-effective model priced at999 euros, successfully opened the European and American markets, and achieved an important transformation from “selling goods” to “building a brand”.

Image source:Engwe

Relying on the complete supply chain system of Shenzhen and the Pearl River Delta,Engwe achieved large-scale, low-cost, high-quality production of core components such as motors, batteries, and frames, providing strong pricing competitiveness for overseas markets.

The products cover multiple scenarios such as folding commuting and all-terrain off-road, focusing on multi-purpose use, quickly accumulating a good reputation and awareness overseas.

In 2022-2023, the brand entered a period of rapid growth:

In 2022,its flagship all-terrain modelX26 raised over $1.25 million on Indiegogo, ranking as the ninth largest tech crowdfunding single product globally.

By2023,the brand’s annual revenue exceeded850 million yuan. Of this, the European and American markets contributed 80%, making it a highly influential top electric bicycle seller in Europe and America.

Image source:Engwe

Social media boost:How does Tuke become a growth engine?

In the era of digital communication, social media has long become a key link between brands and consumers.

Especially for domestic brands Tuke, as newcomers to overseas markets, efficient brand communication and content marketing are essential.

For example,Engwe has laid out Tuke and other mainstream overseas social platforms, using social media channels to continuously convey product value and expand brand influence.

OnTuke, Engwe has built its official account @engwebikes_official, which currently has 42,400 followers and 231,600 likes.

Image source:Tuke

In content creation, the account mainly focuses on two directions:First, real riding experiences in different scenarios and terrains;Second, intuitive demonstrations of product functions and performance.

Image source:Tuke

Among them, the most viewed video on the account has reached4.1 million views.

This video fully shows the unfolding process of the Engwe EP2 Boost folding electric bicycle, clearly displaying product highlights:

The seat and handlebars can be freely adjusted according to height and riding habits, support real-time battery check and power speed adjustment; the widened fat tires have strong grip and good shock absorption, easily adapting to various complex road conditions.

In just one video, the core advantages of portability, easy folding, and personalized adjustment are fully displayed, completing user mind planting and selling point penetration in relaxed and simple content.

The comment section also received a large number of high-intention user inquiries, with many directly asking “How much?” “Price?”.

It’s clear that this kind of real and intuitive content can effectively dispel overseas consumers’ decision concerns, directly driving traffic, inquiries, and conversions.

Image source:Tuke

Besides cultivating its own brand account,Engwealso activelycollaborateswith outdoor and tech influencers onTuke,leveraging their influence to reach a wider overseas audience.

Tech influencer @andrewtechman, with 230,100 followers, is one of their partners.

Image source:Tuke

This influencer posted a short video unboxing Engwe electric bicycle indoors and recording the complete assembly process. Currently, the video has exceeded1.5 million views and received 65,200 likes.

In the comments, many real users actively shared their own models and riding experiences. Some users said they prefer Engwe EP2 Pro, but both products are excellent, and the final choice depends on personal preference.

Such spontaneous exchanges and word-of-mouth feedback from real users greatly enhance product persuasiveness and help strengthen brand favorability and user trust.

Image source:Tuke

Conclusion

Nowadays, the popularity of electric bicycles in overseas markets continues to rise. From policy support for green travel in Europe and America to consumers’ pursuit of sustainable lifestyles, the ceiling for this track is far from reached.

For domestic enterprises, it is still a good time to enter the market.

The overseas market is not mysterious; it simply requires us to understand users with a more sincere attitude and tell the product story in a more down-to-earth way. As long as you find that subtle pain point, rely on our mature supply chain advantages, and amplify your voice through Tuke and other social media platforms, any niche category can grow its own brand.

The overseas market is broad enough to accommodate more prepared and patient Chinese players to explore and write their own stories.