Annual income of 250 million! Guilin, Guangxi adds another cross-border sale! I made a fortune overseas by holding a stabilizer!

I don't know if everyone has noticed, but the hot trends in the imaging industry are constantly changing.

Around 2013, aerial photography began to rise and quickly became popular among geeks and enthusiasts; around 2015, mobile Vlogs exploded, and the public began to demand higher quality, wide-angle, and other shooting experiences; after 2020, the era of live streaming arrived in full force, with professional businesses and content creators pursuing more professional and tailored imaging solutions...

Nowadays, social media platforms such as Douyin, Xiaohongshu, and Tuke are flourishing everywhere, directly giving rise to a creator community of hundreds of millions.Handheld stabilizers, which were originally professional shooting accessories, have also entered the public eye and become standard tools for daily creation.

Image source:FeiyuTech

As overseas consumers' demand for imaging continues to rise, the handheld stabilizer segment has seen tremendous growth. According toDataintelo's research data:

In 2023, the global handheld stabilizer market reached $1.2 billion, and is expected to grow to $2.8 billion by 2032, with a compound annual growth rate of 9.4% during the forecast period, showing considerable growth potential.

Image source:Dataintelo

In this highly promising segment, many Chinese brands have sensed the opportunity early and actively laid out their Tuke strategies. With strong product capabilities and precise marketing strategies, they have successfully entered the top ranks of this niche category.

Today, the brand to be introduced,FeiyuTech, is a representative case among them.Starting from drone flight control systems, then smoothly transforming into the handheld stabilizer segment, it has now grown into a Tuke benchmark with annual revenue of 250 million yuan.

Image source:FeiyuTech

From drone flight control to leading stabilizers: a technology-driven transformation journey

According to public information,the story of FeiyuTech began in 2007. This brand, rooted in Guilin, Guangxi, was founded by Mr. Wei, an alumnus of Guilin University of Electronic Technology.

Initially, the team focused mainly on the development of drone flight control systems, fixed-wing drones, and model aircraft balancers, making it one of the earliest entrepreneurial teams in South China to enter the field of drone automation.

In 2008, although founder Mr. Wei led the company to settle in the Guilin National High-tech Zone Creative Industry Park and received support from local industry-university-research cooperation, challenges such as lack of funds, shortage of talent, and a niche market remained.

The turning point came in2012. Mr. Wei keenly sensed the strong demand for anti-shake technology in the consumer imaging market and led the team to develop the world's first handheld two-axis stabilizer, integrating brushless motor control with multi-sensor algorithms for the first time, solving the pain point of shaking in dynamic shooting. This innovation not only filled a market gap but also opened up a new track for the company.

In 2013, FeiyuTech officially shifted fully to the stabilizer field and launched the world's first handheld gimbal for action cameras, quickly capturing 70% of the global GoPro gimbal market share.

Image source:FeiyuTech

The real brand leap occurred in2015. That year, FeiyuTech reached a global strategic partnership with Apple, and its G4 Pro mobile stabilizer officially entered Apple's global retail stores, becoming the first stabilizer brand to enter Apple's official channels.

With Apple's channels and top brand endorsement,FeiyuTech's reputation and credibility in overseas markets increased significantly.

Image source:Google

After that, the brand continued to expand its product line. For example,in 2016, it launched the G Series Youth Edition at the 1,000-yuan level, bringing stabilizers into the mass market and lowering the usage threshold; from 2017 to 2018, it launched the AK Series professional camera stabilizers, entering the mid-to-high-end professional market.

Behind each product iteration isFeiyuTech's continuous response to technological innovation and user needs.

Mainstream e-commerce platforms+ independent site layout: building a global sales network

Of course, product is the foundation, channel is the lifeblood.FeiyuTech realized early on that to take root in the global market, it must build a three-dimensional, localized sales network.

Therefore, online, the brand has fully entered multiple mainstream e-commerce platforms:

On Amazon North America, Europe, Japan, etc., its camera stabilizer products have long ranked among the top ten in the US category; on AliExpress, focusing on Eastern Europe, the Middle East, and Latin America as key markets, it quickly opened up sales with high cost-performance models; in Southeast Asia, it operates locally throughLazada, Shopee and other platforms, combined with local warehousing and delivery, to improve the shopping experience and repurchase rate.

Image source: Amazon

More noteworthy is that the brand has also invested resources in building overseas independent sites,improving natural search rankings through SEO optimization, and gradually building a closed loop of social media seeding—independent site transactions—private domain repurchase.

The independent site has not only become an important window for brand image display and user education, but also helped it accumulate its own user data and loyal customers, reducing dependence on third-party platforms.

Now,FeiyuTech's products are sold in more than 120 countries and regions, with annual revenue reaching 250 million yuan, making it a leading seller in the handheld stabilizer segment.

Image source:FeiyuTech

Tuke + influencer seeding: social media marketing becomes the winning formula

Of course, just doing product innovation and channel layout is far from enough.

In the era of social media, this trendy shooting equipment, which is very popular among young people, needs more efficient communication methods to further open up the global market, so that users can see, trust, and be willing to buy.

And the rapid popularity of mainstream social media platforms such asTuke worldwide has also provided FeiyuTech with an excellent overseas marketing position and brand exposure opportunity.

OnTuke,FeiyuTech has built its own official account @FeiyuGimbal Official, which so far has 90,800 followers and 335,300 likes.

Image source:Tuke

The account's content strategy is clear and diverse, including outdoor shooting, lifeVLOGs that are close to ordinary users, as well as tutorials for professional needs such as dance camera movement and commercial shooting.

Through real and intuitive visual presentation, potential users can quickly understand the product value—it turns out that handheld stabilizers can make your videos so different.

Image source:Tuke

In addition to operating the official account well,FeiyuTech also widely collaborates with technology, photography and other vertical influencersto shoot short videos, furtherexpanding publicity efforts.

For example,technology influencer @rosriogram, who has 433,700 followers on Tuke, once collaborated withthemto launchacreative promotional video.

Image source:Tuke

The influencer built a visually impactful space-themed scene in the video, usingFeiyuTech'shandheld stabilizerthroughout the shoot, from device installation and parameter adjustment to the final effect, fully presenting the process and attracting a large number ofuserswith a fun and creative approach.

Since its release,this videohasbeen viewedover1.9 million times, with 35,200 likes.

The interaction in the comments section is also very lively, with manypeople amazedat how the aviation-themed blockbuster was shot, and many asking about this shooting device. In a relaxed and interesting discussion atmosphere, everyone's curiosity is fully aroused and their desire to buy is quietly ignited, effectively driving productpurchaseconversion.

Image source:Tuke

The road to Tuke starts with insight and succeeds with layout

Looking back, the continued popularity of handheld stabilizers overseas is essentially the full outbreak of the global creator economy.

FromTuke influencers to Vlog enthusiasts, almost every content creator needs a set of easy-to-use and affordable shooting equipment, and the strong advantages of China's consumer electronics supply chain happen to precisely meet this demand.

FeiyuTech's growth path also fully proves that even if you start from a non-first-tier city, as long as the product is strong enough, the channels are wide enough, and the social media play is mature enough, Chinese brands are fully capable of gaining a foothold and making a name for themselves in overseas markets.

For domestic companies that want to enter overseas markets, now is still a good time to get in. Overseas consumer habits are still being constantly reshaped, and new platforms, new plays, and new demands are emerging every day.

Rather than fighting hard on price in the red ocean, it's better to follow the example ofFeiyuTech, choose a niche segment to deeply cultivate, make good products, lay out channels, and create great content, and truly carve out your own growth path overseas.