Earning over 5.4 billion yuan in 1 year! Domestic brand adds another cross-border dark horse to its success, topping the global security category with the highest sales volume!

In recent years, household security needs have become increasingly essential..

The continuous surge in demand for specific scenarios such as single women living alone, elderly care, pet monitoring, and childcare supervisionhasdriventhewidespread adoption of products like cameras, smart doorbells, and smart locks, and has also propelledtherapid development of the security category in this niche market.

Image source:Google

According toMarket.usresearch data:

The global smart security marketisexpected to grow fromUSD 51.7 billion in 2023 to about USD 211 billion in 2033, with a compound annual growth rateofup to15.1% during the forecast period, showing strong growth momentum.

Image source:Market.us

It is precisely this promising track that has given rise to many Chinese brands specializing in the security field.

Today, we introduceEZVIZ, which isa highly representative case among them.

While most brands were still focused on the traditional security market,ithad already keenly identified the huge potential and business opportunities in the smart security field,and quicklyused overseas families’needs as an entry point, successfully opening upthemarket.

In2024,the brand’s totalrevenuereached5.442 billion yuan; according to IDC“Global Smart Home Device Market Tracking Report,2025Q4”latestdata, in 2025 EZVIZ’sconsumer camera shipments reached18.9 million units, up 8.5% year-on-year, topping the world with a 13.2% market share, strongly surpassing international giants like Amazon.

Next, let’s take a look at how itactuallygrew from an emerging brand to become the global industry benchmark with the highest annual sales.

From Technology Incubation to Global No.1:The Rise of EZVIZ

According to public information,EZVIZ was founded in 2013, originating from an innovative business incubation within Hangzhou Hikvision.

As early as2012, with the widespread adoption of mobile internet and the continuous decline in smart hardware manufacturing costs, Hikvision accurately predicted the huge growth space in the civilian smart security track, believing that the time to enter the consumer market was ripe.

Therefore,in2013 officially launchedthebrand focused on household smart security scenarios——EZVIZ.

Image source:Google

Considering the overall low penetration rate and relatively relaxed competitive environment in overseas household security markets,EZVIZ fully leveraged Hikvision’s mature supply chain system and localized operation strategies to achieve rapid volume growth and market share expansion overseas.

In terms of technology R&D,the brandcontinuously refined core capabilities such as high-definition imaging, wireless connectivity, long battery life, and multi-device smart linkage, continuously launching battery cameras,dual-camera integrated devices, facial recognition smart locks and other iterative products, maintaining competitiveness in technology and user experience.

Image source:Google

In terms of channel layout,EZVIZ adoptedaglobal strategy of both onlineandoffline channels.

Offline,in addition to deep cooperation with regional general agents in various countries, covering traditional distribution channels such as electrical, hardware, security, and home building materials, it has also successfully enteredWalmart, Carrefour,Best Buy and other international large chain retail systems.

Online,it has fully enteredAmazon,Shopee, Lazada,eBay and other mainstream e-commerce platforms.

Image source: Amazon

In addition,in ordertobuild long-termbrandbarriers,EZVIZ has also builtits ownindependent overseas website, and continues to focus onSEO optimization. Through precise keyword layout and website structure optimization, overseas users with clear security procurement needs can prioritize access to the brand’s official channels when searching, further improving organic traffic and conversion efficiency.

Image source:EZVIZ

Interms of performance,EZVIZ’srevenue has steadily increased year by year:In 2022therevenue reached4.306 billionyuan;in 2023 it grew to 4.841 billion yuan;in 2024 it successfully broke the 5 billion mark, achieving annual revenue of 5.442 billion yuan.

Moreover,according toIDC’s authoritative industry report, EZVIZ ranked first in global consumer camera shipments for two consecutive years in 2024 and 2025,becomingthe trusted choice for157 million users worldwide, and isundoubtedly the benchmark for Tuke in this niche field.

Image source:IDC

A New Paradigm of Social Media Marketing: Regional Operations, Localized Strategies for Deep Market Penetration

In today’s era where social media dominates consumer decisions, even if a brand continues to achieve technological breakthroughs and expand its product matrix, it is still far from enough to establish a long-term foothold in a niche track.

Only through efficient brand communication, allowing more potential users to recognize and appreciate brand value, can the conversion from awareness to purchase be completed.

EZVIZ has seized this key point, actively deploying on mainstream social platforms such as TikTok, continuously reaching and attracting overseas target consumer groups through precise content operations and brand promotion.

OnTikTok, EZVIZ did not adopt the simple strategy of “one account for all,” but implemented a refined regional account operation model.

The brand has set up independentTikTok official accounts for Vietnam, Philippines, Indonesia, Malaysia, Saudi Arabia, Italy, UK, Ireland, Mexico, Pakistan, and Latin America, among other countries and regions.

Image source:TikTok

The core of this strategy is deep localization——the content creation, language style, publishing rhythm, and even interaction methods of each account strive to be close to the cultural habits and content preferences of local users.

Among them, the account targeting the Vietnamese market@EZVIZ VN is particularly outstanding, with a cumulative fan count of 223,600 and a total of 550,200 likes, leading all regional accounts in data.

Image source:TikTok

The content of this account focuses on everyday scenarios, publishing a large number of relatable skits that naturally showcase the actual use and core functions of the products in a relaxed viewing experience.

This content format, which weakens hard advertising and strengthens scenario-based seeding, highly matches the short video viewing habits of Vietnamese users, achieving outstanding communication results.

Image source:TikTok

For the Italian market, where users pay more attention to professional performance,the TikTok account @Ezviz Italia chose a more informative content direction, with videos mainly showing product performance and usage methods, in a concise and professional style.

Image source:TikTok

So far, this account has gained26,100 fans and 112,300 likes, also earning stable audience recognition.

This deeply localized content strategy allows the brand to quickly integrate into different market atmospheres, greatly enhancing user immersion and brand trust.

Image source:TikTok

Leveraging Influencer Impact: Scenario-Based Seeding, Breaking Through Circles and Triggering Word-of-Mouth

Besides operating its own official platforms,EZVIZ actively collaborates with local vertical influencers in various markets, effectively breaking through different interest circles through their authentic experiences and creative content.

For example, Thai home lifestyle influencer @eyeyevii, who has 1.2 million fans, once collaborated with the brand to launch a viral promotional short video.

Image source:TikTok

In the video, the influencer addresses family concerns about nighttime environmental sounds by installingEZVIZ security cameras indoors and outdoors, enabling real-time viewing via mobile phone and effectively solving home security worries.

This video has now exceeded6.4 million views and received 361,600 likes.

In the comments section, questions about product usage, price, and purchasing methods abound:

“Does it need to be charged all the time?”

“If there’s no Wi-Fi at home, can it be used?”

“May I ask the price? Where can I buy it?”

It is evident that this influencer collaboration model can turn product functions into perceivable life scenario solutions for users. Leveraging the influencer’s credibility and impact lowers the consumer decision threshold, bringing considerable exposure and potential sales opportunities to the brand.

Image source:TikTok

Conclusion

Looking back atEZVIZ’s growth path, its success is by no means accidental. From early technology incubation, to precise entry into the overseas civilian security track, and now to full-channel layout in sales and social media, every step is clear and steady.

Currently, the global smart security market is still in a stage of rapid growth. Whether it’s solo protection, pet monitoring, or elderly home care, each niche scenario contains huge market potential.

For Chinese enterprises with mature technology and manufacturing advantages, civilian smart security is undoubtedly a highly valuable Tuke direction.

The overseas market is waiting for more capable Chinese brands to deeply cultivate and expand, and now is the right time to take this step.