In the highly competitive cross - border e - commerce landscape, the story of Fanttik is nothing short of remarkable. Emerging from the shadows of its parent company, Auskin, Fanttik has carved out its own niche, becoming a brand that commands attention in the global market.
Fanttik's roots can be traced back to its relationship with Auskin. In 2019, Shenzhen Fantek Technology Innovation Co., Ltd., the parent company of Fanttik, was established. Auskin (Shenzhen) Cross - border Business Co., Ltd. holds a 70% stake in Fantek, while Du Bo, the legal representative and the second - largest shareholder, owns 30% of the shares.
Du Bo's journey in the cross - border e - commerce realm is an interesting one. After graduating from university in 2007, he joined a mobile phone factory in Shenzhen that was engaged in foreign trade. During the heyday of the "shanzhai phones" in Huaqiangbei, Du Bo noticed the potential of the B2C market for smartphones overseas, especially in the Spanish and Russian markets with their untapped potential. In 2010, he founded the B2C trading website Antelife for smartphones with three of his university roommates and established Shenzhen Yijintong Technology Co., Ltd. the following year. Antelife was an independent website focusing on mobile phones. During its operation, Du Bo and his team actively engaged in social media marketing, driving traffic through Facebook groups and hardware review videos on YouTube. In 2014, Antelife was acquired by Auskin, and Du Bo joined Auskin in January 2015.
At Auskin, Du Bo held various positions. He was the head of Brand Department 4, which was responsible for the operation of the electric tool category. Since 2020, he also served as the director of the supply chain. The idea of independently operating Fanttik was proposed by Du Bo within the company. Given his rich cross - border e - commerce experience and resources, Auskin agreed to his proposal. In December 2022, the electric tool business was reorganized within the company, marking the official independence of Fanttik.
The electric tool market has always been an important part of Auskin's business. Auskin's electric tool brands include Tacklife, Teccpo, Taple, etc., with product lines covering various application scenarios such as gardening and auto parts. The global electric tool market has shown a steady growth trend. In 2021, its market size was 34.3 billion US dollars, and it is expected to grow at an average annual compound growth rate of 5.7% and reach around 45.2 billion US dollars by 2026. North America is the largest sales market, accounting for 38.65% of the global market. Well - known hardware tool brands at home and abroad, such as FORTIVE, APEX GROUP, STANLEY BLACK&DECK, and TTI, are the key players in the North American market.
Before the Amazon store closure wave in 2021, the electric tool category was one of the most profitable for Auskin. However, after the closure of some brands like Tacklife, the company's business in this area was affected. Despite this, Auskin had invested a great deal in research and development for electric tools and had incubated multiple new projects and brands, among which Fanttik was one. When Tacklife was closed, Fanttik was still in the incubation stage, and the project team, together with another incubated brand, only had 9 members.
Even before its official independence in 2022, Fanttik had already started operating within the Auskin system. Its first product was launched in 2021. From the very beginning of its brand journey, Fanttik recognized the potential of TikTok and began to invest in this platform. Du Bo explained that the increasing promotion costs on Amazon and the relatively slow promotion efficiency relying on Amazon and YouTube due to product innovation limitations led to this strategic choice.
Fanttik continuously invested in TikTok for two consecutive years from 2021 to 2023, spending approximately $3,000 per month on the platform to build up grass - roots content. In September 2023, when TikTok Shop was launched in the US market, Fanttik quickly reaped the rewards. In just two months, it sold 100,000 units.
During the Black Friday promotion in the US market of TikTok Shop in 2023, Fanttik's electric screwdriver set became a hit, attracting wide attention. According to FastMoss data, in November 2023, the exposure of Fanttik's brand tag on TikTok exceeded 90 million. The sales volume of its US TikTok Shop in three months reached 59,700 units, with sales exceeding $4.3561 million. One of its electric screwdriver sets, the E1 MAX, priced at $69.97, ranked third in the US TikTok product sales list in the 47th week of 2023, with cumulative sales reaching $1.2914 million, accounting for approximately 30% of the store's total sales.
Fanttik's success on TikTok has also brought incremental growth to other channels such as Amazon, where it has won multiple "Best Seller" titles. In 2024, Fanttik continued to shine on TikTok in the US market with popular products like electric air pumps and handheld vacuum cleaners, forming a matrix of popular products and showing strong development momentum.
According to Tabcut data, in the past 30 days, the top - selling products of Fanttik's US store were the V8 series handheld vacuum cleaner and the X9 Pro electric air pump, which were launched in January 2024. As of January 2025, the cumulative sales of these two products reached $4.92 million and $5.63 million respectively. In the past 90 days, Fanttik has collaborated with nearly 6,000 influencers and has 11,600 associated product - promotion short videos.
The relevant person in charge of the TikTok service platform FastMoss said that Fanttik has strong influencer BD capabilities and the ability to educate long - tail influencers. Some TikTok influencers who cooperate with Fanttik can achieve good sales results when promoting Fanttik's products but may not perform as well with other products. As of January 2025, Fanttik's cumulative sales on TikTok reached $25.3655 million, accounting for 30% of its overall sales, according to Du Bo.
In addition to its online efforts, Fanttik has also made significant investments in offline marketing. It has participated in two consecutive sessions of the SEMA, the largest and most prestigious automotive trade show in the US. Since the 2022 season, Fanttik has also sponsored the NASCAR, the largest auto racing event in the US, and has reached cooperation agreements with NASCAR Xfinity series racers such as Kyle Weatherman, Cole Custer, and Noah Gragson.
In 2024, Fanttik shifted its offline marketing focus from the automotive field to sports events. In October 2024, it established a multi - year partnership with the Brooklyn Nets of the NBA, becoming the official partner for DIY tools and automotive solutions. On Christmas Eve 2024, during a home game of the Brooklyn Nets, Fanttik, as the Season of Giving sponsor, not only plastered the brand information all over the venue but also played a video of donating 100 ball pumps to the Brooklyn school district, effectively communicating the brand's story and mission to the 18,000 fans present.
It is reported that Fanttik's annual marketing budget is around 40 million yuan, with offline marketing accounting for 60% of the total. The online marketing budget is mainly used for TikTok advertising. The reason for this focus on offline marketing is two - fold. Firstly, hardware tool products have a relatively large offline market share in North America. Secondly, after experiencing the Amazon store closure wave and focusing on brand building, Auskin and Fanttik have placed increasing importance on offline channels. Moreover, Du Bo had accumulated rich offline channel experience in the European market, especially in Spain, during his operation of Antelife, focusing on product after - sales service. Fanttik has also established offline channels with leading distributors such as Walmart and Costco.
Thanks to its extensive sponsorship and marketing efforts, Fanttik ranked first in the "Hottest Brands" list released by Sponsor United in November 2024. From an ex - employee of Auskin, it was learned that Fanttik, which had an online revenue of 400 - 500 million yuan in 2022, achieved an offline profit of approximately 100 million yuan in 2024.
Fanttik's product range has been well - received in the market. The products it sells are mainly cordless and lithium - ion powered, which greatly meets the needs of C - end users. Most of these products also feature multi - functionality.
Take the handheld vacuum cleaner as an example. The Slim V9 Mix is a 4 - in - 1 product that combines the functions of air extraction, inflation, dust collection, and blowing, meeting users' needs in various scenarios such as home, workplace, and outdoor environments. It can provide 13 minutes of continuous use when fully charged. Another popular handheld vacuum cleaner, the Slim V8 Apex, comes with a variety of nozzles, including a push - in brush, a flexible hose, a multi - surface brush, and a pet brush, ensuring better cleaning results in different situations.
The inflatable pump series of Fanttik is also highly regarded. For instance, the X8 APEX can meet all inflation needs, such as inflating car tires, motorcycles, bicycles, inflatable toys, and various sports balls. It has a standby time of 300 days and can also serve as a mobile power source for external power supply.
Fanttik's electric tool products not only have excellent performance and avant - garde appearance but also meet the needs of multiple scenarios. Their price range is between $50 - $80, which Du Bo believes leaves sufficient room for brand marketing. According to industry insiders, the overall gross profit margin of electric tool products is relatively high, above 20%.
In terms of product development, Du Bo once mentioned that for Auskin's electric tool products, the company would "first focus on sales and then integrate research and development and iteration." Only for some important products would the company open molds for production, and exclusive agreements would be signed with relevant suppliers. After independently operating Fanttik, Du Bo continued this product development model. For example, the popular vacuum cleaner in 2024 was one of Fanttik's key self - developed products.
At present, Fanttik's product portfolio is not limited to electric tools. It also sells outdoor power supplies, electric children's vehicles, electric scooters, and camping products. The outdoor power supplies and camping products use the "Fanttik" brand, while the electric children's vehicles and electric scooters are under the "Fanttik Kids" brand. However, they all share the same online sales system. The products of Fanttik Kids have also shown good sales performance on TikTok. For example, an electric rocking car of Fanttik Kids was launched in the "Fanttik Collection" TikTok store in the US in August 2024. With a unit price of $106.45, it sold 44,700 units in about four months, with cumulative sales reaching $4.61 million. In December 2024, the "Fanttik Collection" store ranked first in the "Toys and Hobbies" category of the US small - store monthly sales list with an estimated sales volume of $3.15 million.
In addition to its branded products, Fantek, the parent company of Fanttik, also sells some white - label products, covering children's vehicles, outdoor products, and home products. For example, the children's vehicle brand Teoayeah, which has a different product line from Fanttik Kids' rocking cars, mainly sells electric children's cars in the shape of cars and has achieved good sales results on Amazon.
Overall, Fantek, an independent team from Auskin, with its rich market experience and product development capabilities, has quickly seized opportunities in the market by leveraging TikTok. It has made achievements in promoting niche or innovative products and seems to be on the path to becoming a "mini - Auskin", carving out its own unique space in the highly competitive cross - border e - commerce market.