As midsummer arrives, all over the worldofConsumers are flockingaroundthe "cool economy" generates consumption demand, and many merchants laying out cross-border tracks are crowding into home appliance categories, with air conditioners and ice makers being the most hotly contested popular categories.
Butthesetracks have already seen a large number of brands entering to carve up market share, making it difficult for newcomers to reap profits. Rather than involution in the red ocean, it is better to precisely focus on niche segments, deeply cultivate exclusive demands, which can also support stable brand profits.
Taking the European and American markets as an example:A large number of localofOld-style homes do not have conditions for installing air conditioners, so small appliances like fans and heaters that adapt to the housing structure naturallythenbecomehavea rigid demand.
Image source:Google
At the same time, young middle-class families in Europe and Americaduringselecting home appliances, they particularly favor products with outstanding appearance, high intelligence, and suitability for small apartments, and are willing to pay a premium for simple and minimalist home designs.
Multiple market demands overlappingunder, also makes small appliancesthisNiche track ushers inhashuge opportunities.
Wedomesticalsohave many brandsseize the opportunitygrasphasmarket opportunities, and accordinglyoverseas layout,andreaphasimpressiveresults.
Today's introductionDREO, is the representative case.
Next, let's take a look at ithow to accurately capture market trends, firmly grasp overseas consumers, and ultimately achieve annual sales exceeding22100 million yuan?
Image source:DREO
With years of deep involvement in cross-border e-commerce, left a major company to establish a new brand
The birth of the DREO brand is inseparable fromthe industry accumulation of the founding team's years of deep involvement in cross-border e-commerce。
According to public information, the brand'sfounder Mr. WeiIn his early years, he worked atwhich, together with Anker Innovations and Patuoxun, is known asthe 'Three Titans of Amazon' — the former cross-border giant Zibaoand served aspartnerandrotatingCEO。
In 2020, the cross-border industry reached a critical watershed. The pandemic drove a surge in global demand for home appliances, but Zibao's long-term inventory-heavy model, combined with platform policy changes, caused growth to hit a bottleneck.
At that time, the entire industry fell into low-price involution. Most products on the market were generic mold-based homogeneous styles, lacking brand differentiation barriers, and merchants' profit margins were continuously compressed.
Mr. Weipredictedthatenvironmental home appliances havea market gap, determined to break free from the inventory-heavy logicbuild a global home appliance brand with R&D at its core，so he chose toresign，LedformerZebao supply chain and operations core team started an independent business.
the same yearSeptember，DREO brandofficially registered and established, focusing onontower fans and heaters, two major environmental appliances, embarked on the overseas journey of its own brand.
Image source: Google
Product builds core advantages: using technology to directly hit the real pain points of overseas users
The reason DREO can stand firm in the overseas market is that its core competitiveness lies in solving consumers' actual usage problems with technological innovation.
Its team research found that European and American users pay more attention to the four major needs of low noise, safety, intelligence, and energy saving when purchasing environmental appliances.
The brand then carried out a comprehensive product upgrade in a targeted manner:
Its circulating fan is equipped with a self-developed silent air duct, which outputs large air volume while reducing operating noise, suitable for nighttime sleep scenarios;
The whole series is equipped with a high-precision temperature control system, supporting mobile phoneAPP remote control, complete intelligent experience;
The multiple safety protection structures equipped have passedETL authoritative certification, fully compatible with local strict safety regulations;
The whole machine has excellent energy consumption standards, which can help users save electricity costs in long-term use.
With the above product advantages,DREO quickly gained support and recognition from many overseas consumers.
Image source:DREO
Omni-channel layout: Third-party platforms+ Independent website
If product strength is the foundation of a brand's foothold, then perfecting the channels determines the brand's growth ceiling. To open up product sales channels,DREO adopted a comprehensive layout strategy of third-party platforms + independent website:
1. Layout of e-commerce platforms
In the initial stage of the brand, Amazon was taken as the core strategic position, prioritizing deep cultivation of the US market, while simultaneously expanding to sites in the UK, Germany, Canada, Japan, Australia, etc. Its tower fans, heaters and other products have long been ranked among the category'sBSR bestseller list.
In addition,DREOalso enteredWalmart、Target、Best Buyand otheronline malls,to capture the overflow traffic from Amazon's seeding and achieve multi-platform sales distribution.
Image source: Amazon
2. Build own independent website
To create exclusive brand barriers and accumulate own users,DREO also established an overseas independent website. With a complete set of after-sales service, membership points, and email private domain operation methods, it continuously improves user repurchase rate.
Relying on this omni-channel coverage approach,DREO's overseas performance continues to climb.
In 2023, the brand's annual sales reached 1 billion yuan; by 2025,DREOthe estimated annual sales have exceededUSD 331 million, equivalent to over RMB 2.2 billion, making it a leading benchmark player in the environmental small appliance niche.
Image source:DREO
Deeply cultivating social media scenarios,TikTok's soft lifestyle-oriented product seeding
Home appliances are a category with a long decision-making chain, so consumers value genuine and trustworthy real-world usage experiences when making their choices.
Unlike most brands that blindly pursue massive exposure,DREO focuses on scenario-based content communication on TikTok and other social platforms.
the one it establishedTikTok official account @Dreo currently has 11.4K followers and 36.8K cumulative likes.
Image source:TikTok
All the short videos in the account are created around life pain points, producing a large amount of unboxing and testing content, restoring diverse home scenarios. Covering different house types and different usage scenarios,How DREO's fans and heaters solve the daily challenges of cooling and heating.
This immersive scene content can precisely filter potential customers with real needs, guiding users to actively and deeply understand the product.
Image source:TikTok
However, relying solely on one's own accounts, even with the support of platform algorithm recommendations, the scale of precise audience reached remains limited.
To this endDREO also collaborated with many Vlog influencers on TikTok to shoot videos, naturally integrating the products into the influencers' daily home clips, subtly piquing viewers' interest, and completing the conversion loop from seeding to purchase.
For example, fansLifestyle blogger @Anya with 36,600 followers, although her account is not large in scale, her content mainly consists of authentic home daily life, and her fan loyalty is extremely high.
Image source:TikTok
she andThe short video collaboration with DREO is the latest work on the account, garnering 303,300 views and 22,400 likes within just 10 days of release.
The entire video has no awkward ad placements, unfolding with a lifelike storyline of a mother and daughter vying for a fan and then comfortably cooling off together.
This kind of narrative close to daily life can increase the video completion rate, retain audience attention, and intuitively showcase the product's core advantages of being disassembled and used in multiple forms, which is very helpful in stimulating users' purchase intentions.
Image source:TikTok
Conclusion
Today, changes in the global consumption landscape and the maturity of digital channels have provided unprecedented convenience for more Chinese companies to go global.
The case of DREO is just a microcosm, enlightening us that going global is no longer a simple and crude transportation of goods, but a long-term competition about brand value, user insight, and systematic operations.
Facing the vast overseas market, Chinese companies are fully capable of carving out their own territory by virtue of their focus on products, understanding of channels, and grasp of localized communication.
Market opportunities remain abundant. The key lies in whether we are ready to participate in this global dialogue in the name of a brand, rather than just as a seller.
What this signal means for growth teams
This market signal should be treated as an operating prompt, not a standalone trend. The brand question is whether the team can connect TikTok content, creators, paid media, commerce readiness, and reporting into one measurable growth cycle.
Commercial read
- Market signal: TikTok marketing tips - short video marketing methods
- Published: June 25, 2026
- Commercial lens: TikTok Ads, creators, TikTok Shop, live commerce, and reporting.
- Source transparency: the original source linked in this article
What brands should do next
- Identify the market, audience, product group, and KPI this signal could affect.
- Turn the insight into a small TikTok creative, creator, Shop, or paid media test before scaling spend.
- Add FAQ, offer clarity, product proof, and contact paths so traffic can convert instead of only reading.
- Review weekly performance across reach, click quality, Shop actions, creator output, and revenue impact.
Tuke Marketing helps brands connect TikTok Ads, creator partnerships, TikTok Shop operations, live commerce, and reporting into one accountable operating system.
What should brands do with this TikTok signal?
Brands should translate the signal into a focused operating test across creative, creators, TikTok Shop readiness, paid media, and reporting before increasing budget.
How does Tuke Marketing evaluate this kind of news?
Tuke Marketing reviews platform news through market timing, category demand, creator supply, commerce readiness, and measurable growth actions.
When should a team contact Tuke about this topic?
A team should contact Tuke when it needs to turn a TikTok market signal into a practical launch, creator, advertising, live commerce, or reporting plan.
Source transparency: Tuke cites the original source linked in this article and adds its own operating analysis for brands evaluating TikTok growth decisions.