Often, buyers and sellers are in a relationship of mutual giving and mutual achievement.
Merchants bring satisfying product experiences to consumers, and consumers reward brands with their purchases. When your brand and products truly understand the lifestyle and needs of overseas users, congratulations, you are not far from making a sale.
In recent years, the consumption preferences of overseas young people have been undergoing significant changes. The sustained popularity of scenarios such as outdoor camping, backyard movie viewing, e-sports entertainment, and home parties has directly driven the continued growth in demand for portable projectors.
Image source: JMGO
However, traditional projector giants like Epson and Sony have high pricing and severely insufficient product intelligence. There is a clear gap in the consumer-grade smart projector market for the masses, revealing huge business opportunities.
In China, there is a projection brand from Shenzhen that keenly captured this market gap and deeply cultivated the consumer-grade home projector track. It has maintained revenue at the billion level for three consecutive years and achieved the remarkable result of being the global number one in sales of home mid-to-long-throw laser projectors.
It is JMGO (Jingguo Projector).
Today, let's analyze how this brand laid out its overseas market and gradually gained the recognition of overseas consumers.
Image source: JMGO
Start: A programmer's "misaligned" entrepreneurship, betting on a billion-level track
According to public information, JMGO (Jingguo Projector) is a consumer-grade smart projector brand founded in Shenzhen in 2011.
Founder Mr. Hu comes from a technical background, initially specializing in instant messaging software development. After a failed entrepreneurial attempt in the Symbian era, he predicted that home big-screen entertainment would be a long-term growth track.
So he gathered a group of software and hardware engineers, officially established the JMGO brand in 2011, and started R&D, avoiding the commercial projector market dominated by many overseas brands, and focusing on lightweight, intelligent home products.
Image source: JMGO
Breakthrough: Turning the projector into a "round cake", capital and celebrities couldn't sit still
2014 became an important turning point for the brand. Due to the popularization of Android and the explosion of streaming content, major video platforms actively sought hardware cooperation.
JMGO seized the opportunity and launched the G1, a circular smart projector with Android system and online movie support, reshaping the home projection experience.
The outstanding innovative design and technical strength quickly attracted capital attention. In November of the same year, JMGO received a 60 million yuan Series A funding jointly invested by Da Chen, IDG, and Star VC founded by top celebrities like Li Bingbing and Huang Xiaoming, and the development entered a high-speed growth track.
Since then, JMGO has continued to increase investment in technology R&D and continuously advanced product iteration.
In 2018, the brand completed a 600 million yuan strategic financing led by Alibaba, further accelerating market expansion.
Image source: JMGO
Expansion: Broadening channels, deepening experience, running globally on both online and offline legs
From 2023 to 2026, the brand shifted its strategic focus to global expansion, prioritizing deep cultivation of European and American markets, then expanding to Japan, South Korea, Southeast Asia and other regions. It will deploy large-scale independent websites and diverse online and offline consumption channels.
1. Online channels
On the online front, JMGO has joined third-party e-commerce platforms such as Amazon, Walmart, and Best Buy, leveraging their native traffic to reach a wide consumer base.
Image source: Amazon
Among them, Amazon is the core traffic base for the brand, with operations across multiple sites including the US, Canada, and the UK, implementing product tiering strategies based on regional consumption preferences.
At the same time, JMGO has built its own independent website as the brand's core private domain.
Through free shipping, global warranty, comprehensive supporting services, and email marketing, JMGO executes user tiering operations to tap into repurchase potential and continuously accumulate its own user assets.
Image source: JMGO
2. Offline channels
Laser projection is a visual experience-oriented product, making offline hands-on experience essential. To alleviate consumer concerns about image quality, JMGO has entered large North American chain supermarkets like Costco, setting up physical experience zones.
It also continuously appears at international industry exhibitions such as CES (Consumer Electronics Show) in the US, showcasing cutting-edge technologies to overseas media and channel partners, thereby strengthening its international brand recognition.
3. Overseas content ecosystem collaboration
To win over overseas users, the product experience must align with local usage habits.
To this end, JMGO's home laser projectors have partnered with 17 major global streaming platforms including Netflix, YouTube, Spotify, Google TV, and Disney, building a complete audiovisual content matrix.
Image source: JMGO
Leveraging this closed-loop experience of hardware + content + channels, JMGO has successfully opened up the overseas market.
According to audited evaluation data:
JMGO's annual revenues from 2022 to 2024 reached 1.190 billion RMB, 1.650 billion RMB, and 1.753 billion RMB respectively, making it a true dark horse top-selling brand in this niche.
Strategy: On TikTok, sell scenarios, not specs – foreigners love this approach
In a competitive global environment, brands seeking to penetrate overseas markets and reach more users need more than just channel deployment and product strength; they must also leverage social media for efficient marketing to continuously amplify brand voice.
For example, JMGO has chosen to deeply cultivate social media platforms, operating TikTok as its core social media base.
On TikTok, the brand has closely collaborated with vertical influencers from different fields, using their follower base and content popularity to expand reach and boost product exposure.
In content creation, JMGO adopts a flexible and diverse approach.
On one hand, it films realistic home movie-watching scenarios, recreating scenes of watching World Cup matches, movies, or anime at home, creating an immersive experience that resonates with users.
Image source: TikTok
On the other hand, it boldly tries popular and novel content formats, such as influencers visiting stores in person. These unfiltered real-world videos easily appeal to potential overseas users with their authenticity.
When collaborating with influencer @mryeester, who has 1.4 million followers, JMGO adopted this filming technique to jointly create a video exploring the exhibition.
Source: TikTok
The video unfolds from the influencer's first-person perspective, taking viewers to the JMGO booth at CES, intuitively showing the projector's size, image clarity, brightness, and real-world projection effects, allowing viewers to directly obtain effective core product information.
As of now, this video has reached 1.9 million views and 83,700 likes.
It is easy to see that this type of authentic on-site experience content not only captures the attention of potential customers but also helps consumers fully understand the product and build trust, facilitating the next step of purchase conversion.
Source: TikTok
New situation: Overseas living rooms are undergoing a 'major overhaul,' and the window of opportunity for domestic projectors remains open.
Currently, household consumer-grade projection devices are in a golden period of rapidly rising demand in overseas markets such as Europe and America. The absence of traditional projector brands in terms of intelligence and cost-effectiveness has left a vast market gap for Chinese brands.
JMGO's practice shows that as long as they continuously iterate on product strength, meticulously arrange online and offline channels, and leverage authentic and diverse content on social media platforms to reach users, Chinese companies have every opportunity to establish their brand positions in this niche track.
The doors of overseas markets have been opened; the key lies in whether one is willing to take the first step to understand the life needs waiting to be satisfied.
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: July 29, 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.