Annual revenue exceeds $7.48 million! This export brand sells phone stands for $20 and still goes viral on TikTok!

In many people's impression, mobile phone accessories have always been a highly competitive market.

Phone cases, charging cables, stands, selfie sticks... These categories are already covered by a large number of sellers, with fierce price competition, making it increasingly difficult to achieve growth through traditional e-commerce advertising.

But as TikTok has become an important content consumption platform for global users, some new demands centered around 'short-video lifestyles' are rapidly emerging.

PUTAREOne typical case is this.

Image source: Google

This brand did not launch complex smart hardware, nor did it rely on high-priced products. Instead, it seized a very specific scenario-based need: how to make it more convenient for users to browse TikTok, shoot videos, go live, and create mobile content.

Through TikTok Shop and the affiliate network system, PUTARE has gradually become one of the popular brands in the field of mobile creator tools.

According to data, in the past 365-day period, PUTARE's total transaction value reached approximately 7.4891 million USD, with sales volume of about 404,100 units. Among this, affiliate creators contributed approximately 6.8217 million USD, accounting for over 90% of total sales.

So, why can a digital accessories brand that originally had no overseas brand recognition advantage achieve growth in the fiercely competitive consumer electronics market?

Image source: Kalodata

From functional products to a lifestyle brand

The logic behind PUTARE's development actually reflects a new direction for many Chinese consumer electronics brands going overseas in recent years: no longer relying solely on price advantages, but seeking market opportunities through segmented demand.

Based on currently available public information, PUTARE mainly focuses on mobile phone accessories, desktop devices, and smart lifestyle products. Among them, representative products include wireless phone stands, TikTok remote page turners, and multi-functional wireless speaker stands.

These products share a common characteristic: they are not traditional high-tech hardware, but are designed around the small pain points that overseas consumers encounter in their daily phone usage.

Image source: TikTok Shop

For example, PUTARE's wireless remote page turner combines a phone stand, remote control, and shooting assistance functions, meeting user needs in multiple scenarios such as browsing TikTok, shooting videos, and reading e-books.

This product has accumulated over 129,000 units sold on TikTok Shop US and received more than 13,000 user reviews.

Another wireless induction speaker stand integrates a phone stand, wireless speaker, charging function, and ambient light design, with cumulative sales exceeding 266,000 units on TikTok Shop.

From a product layout perspective, PUTARE did not choose to enter highly concentrated large electronic device fields like smartphones or computers, but instead focused on segmented scenarios in the mobile phone peripheral ecosystem. Although the unit price of these products is not high, they feature high usage frequency, obvious display effects, and easy dissemination through short videos.

This is also an important reason why PUTARE can adapt to the TikTok e-commerce environment.

Image source: TikTok Shop

It's not about 'explaining the product,' but letting users see how the product is used.

In the process of overseas market expansion, the most noteworthy aspect of PUTARE is its utilization of the TikTok ecosystem.

From the data, PUTARE's TikTok sales are highly dependent on affiliate creators. Data shows that in the last 30 days, brand affiliate creators contributed approximately 242,100 USD, accounting for about 97.84% of total transaction value. In comparison, the brand's self-operated account contributed approximately 18,500 USD, accounting for about 1.92%.

This shows that PUTARE has chosen a development path more in line with the characteristics of TikTok e-commerce—reaching consumers through a large number of creators, rather than simply relying on brand accounts to accumulate traffic.

Image source: Kalodata

In terms of influencer selection, PUTARE did not limit itself to top influencers, but covered a large number of different types of content creators.

For example, influencer account @thesymmetrymarket brought in approximately $908,000 in GMV by promoting PUTARE-related products; @nopasanadabuyit contributed approximately $527,800 in sales; influencers such as @victorialife and @chicscroll also each achieved hundreds of thousands of dollars in transactions.

Image source: Kalodata

The common characteristic of these creators is that they do not simply introduce products, but integrate products into their own content themes. For phone accessories, directly showing specifications makes it difficult for consumers to become interested in purchasing, but if placed in real-life scenarios, the product value becomes more intuitive.

Therefore, the video content PUTARE collaborates on usually revolves around high-frequency user usage scenarios.

For example, a video posted by influencer @Josh Morris did not deliberately emphasize product specifications, but demonstrated product value through daily usage scenarios. In the video, the influencer integrated PUTARE products into his living environment, showing how phone stands, speakers, and other functions can be used together, allowing consumers to intuitively see the convenience this product can bring.

Image source: TikTok

Video source: TikTok influencer @Josh Morris

The characteristic of this type of content is that it does not introduce the product as a standalone item, but lets consumers see how it is used in real life, thereby reducing the cost for users to understand the product.

Data shows that the video has accumulated 28,249,600 views, bringing in approximately $268,800 in GMV, and selling approximately 13,800 units.

For PUTARE, this type of content, where influencers' real experiences drive purchase decisions, is exactly the important value that distinguishes TikTok from traditional e-commerce channels.

Image source: Kalodata

In addition to relying on influencer content for organic traffic, PUTARE also uses advertising to further amplify the reach of high-quality content.

For products with clear feature demonstrations and short decision-making paths, brands usually first use influencer videos to verify content effectiveness, then expand reach through advertising, so more potential consumers can see content that has already been validated.

Image source: Kalodata

For example, a PUTARE product video posted by influencer @kee.yaden achieved good conversion performance driven by advertising.

Data shows that the video has accumulated 13,996,900 views, bringing in approximately $112,800 in GMV, and selling 6,096 units. Among them, advertising contributed 80% of transactions, ad spend was approximately $24,600, and return on ad spend (ROAS) reached 3.67.

Image source: TikTok

Image source: Kalodata

It can be seen that PUTARE is not simply relying on increasing advertising budgets to gain traffic, but combining influencer content with advertising. When a certain type of video can effectively attract user attention and show strong purchase intention, the brand uses paid traffic to further expand its reach, thereby increasing the commercial value of a single piece of content.

This approach of 'influencer content testing + advertising amplified conversion' has also become a common tactic for more and more consumer electronics brands on TikTok. Of course, for companies just starting to expand into overseas markets, how to do content planning, influencer cooperation, and advertising optimization well still requires certain experience accumulation. When necessary, they can also leverage the experience of professional teams to accelerate exploration efficiency in the process of brand globalization.

Image source: TikTok

New opportunities for Chinese brands going global

PUTARE's growth path also reflects a change taking place in how Chinese enterprises enter overseas markets.

In the past, Chinese brands going global relied more on supply chain advantages, price advantages, and platform operations. But as overseas consumer demands become increasingly segmented, simply offering low-priced products is no longer sufficient to build long-term competitiveness.

In the future, as the global consumer market continues to evolve, Chinese enterprises still have abundant opportunities to go global. The key is no longer just finding overseas consumers, but understanding their lifestyles and building brand influence in a way that is closer to the market.