Annual sales exceed 500 million! This niche brand is growing and strengthening in the global outdoor market

In recent years, the outdoor sports industry has flourished, giving rise to numerous leading cross-border brands such as GeerTop and MobiGarden. However, most of these brands focus on common products like tents and outdoor jackets.

Within this vast outdoor market, there are also niche but highly promising sectors, such as outdoor electrical equipment. One of the leading cross-border brands in this field—FLEXTAIL, with its lightweight, portable, efficient, and innovative products, has been exported to more than 160 countries worldwide, and its annual sales have exceeded 500 million yuan!

Let’s take a look at how they achieved this?

Transformation from Custom Backpacks to Outdoor Electrical Appliances

FLEXTAIL was founded in 2015. At that time, the three male founders, all born in the 1990s and with engineering backgrounds, were extreme sports enthusiasts. During one of their activities, they were inspired by custom backpack sharing on outdoor forums and began a joint business in custom outdoor backpacks.

However, as the business progressed, they found it difficult to achieve mass production, which would limit the company's growth.

After careful consideration, the three decided to pivot to outdoor electrical appliances.

During the transformation, founder Li Tao realized there were many inconveniences in outdoor activities, such as traditional sleeping pads that require mouth inflation, which is both troublesome and unhygienic.

He therefore applied his knowledge of marine engineering to develop a solution himself, validated the market demand on outdoor forums, and ultimately facilitated the founding of FLEXTAIL.

FLEXTAIL Founder Li Tao  Image source: Internet

Entering Overseas Markets with the Help of Crowdfunding

In 2016, FLEXTAIL launched its first portable air pump, MAX PUMP. Although initial user feedback was not positive, with many saying it was too large for outdoor use, they were not discouraged.

In 2018, they released the TINY PUMP series, which quickly succeeded on the overseas crowdfunding platform Indiegogo due to its extremely small size and multifunctionality.

This compact pump not only works as an air pump, but also as a vacuum pump and camping light. Upon launch, it sparked a strong market response, raising $670,000 in crowdfunding and selling over 2 million units.

In 2023, they launched the ZERO PUMP, which, with its even smaller and lighter features, broke the record for lightweight design again, gaining support from over 16,000 people and raising more than $670,000.

Through continuous product innovation and market feedback adjustments, FLEXTAIL has gradually established itself in the global outdoor market.

Expanding Channels and Actively Engaging in Content Marketing

According to Google Trends data, June to September is FLEXTAIL’s peak sales season each year. During this period, outdoor activities are frequent, and related product demand surges.

FLEXTAIL’s independent website also sees a significant increase in traffic during this time, with a month-on-month growth of over 70%. In addition to their own site, they expand sales channels through platforms like Amazon.

In 2019, FLEXTAIL began its Amazon presence, and in 2022 launched its independent site. Currently, online channels account for 70% of total sales. Through crowdfunding platforms, they not only raised development funds but also successfully built brand awareness.

Image source: FLEXTAIL independent site

Moreover, FLEXTAIL’s success is inseparable from its precise content marketing and social media strategy. Their blog not only introduces product usage tips but also promotes a positive and healthy outdoor lifestyle. On social media, they collaborate with outdoor KOLs to share authentic product experiences, further enhancing brand credibility and influence.

On Facebook and Instagram, FLEXTAIL’s follower count continues to grow. The VIP group on Facebook has reached 2,268 members, and Instagram followers exceed 51,000.

By collaborating with various outdoor bloggers (KOLs), FLEXTAIL has built an efficient social media marketing strategy. When selecting bloggers, they not only focus on follower numbers but also pay special attention to follower engagement and interaction quality.

In this way, when bloggers share their real feelings and feedback about using the products, those unfiltered authentic experiences are more likely to resonate with potential consumers and enhance brand credibility.

Image source: Facebook

On TikTok, FLEXTAIL has also achieved remarkable results. Short video content showcases the product’s performance in real outdoor scenarios, attracting significant attention.

For example, users can see the actual application of TINY PUMP 2X in hiking, camping, and other scenarios. This intuitive display greatly increases users’ desire to purchase.

Moreover, TikTok videos not only demonstrate product functions and features but also combine with popular challenges and trends to further boost brand exposure.

Image source: TikTok

Nowadays, through precise market positioning and continuous product innovation, FLEXTAIL has secured a place in the global outdoor electrical appliance market.

It is believed that in the future, they will continue to explore new market needs, constantly launch lightweight, portable, and efficient outdoor electrical products, and provide a better experience for outdoor enthusiasts worldwide.

For other brands hoping to enter overseas markets, FLEXTAIL’s success also offers valuable reference: innovation is the core, crowdfunding is the starting point, and content marketing and community operations are the key drivers.

Hopefully, more cross-border brands will grow stronger in their respective fields in the future.