"Leaving DJI, replicating DJI," he found a blue ocean in the red ocean market.

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In that post on Airseekers, I mentioned that the garden culture in Europe and America has generated a lot of demand, which has also driven the rise of many domestic manufacturers.

Click to view: " Standing on the track where Anker has retreated, he wants to 'disrupt the industry and set a true benchmark and flag' ."

Regarding courtyard culture, we've previously discussed water-based devices like Beatbot, land-based devices like Airseekers, and wall-mounted devices like Govee.

As for flying drones... not yet. DJI is too dazzling in the drone industry, and it will be difficult for any domestic manufacturers to emerge in the short term.

Are you lacking food and drink?

Vince Wu, the founder of Asmoke, the subject of this issue, thinks the same way.

He comes from DJI and was previously in charge of the business of Hasselblad, a brand with annual revenue of hundreds of millions of dollars worldwide, accumulating rich experience in technology research and development, product design and market operation.

He spent a full year researching which field would allow him to maximize his resources and capabilities as a brand marketing specialist by starting a business in.

At the same time, this field is also suitable for "big businesses that are 'high-end, intelligent, and ToC' and can leverage DJI's R&D, product and supply chain system methodology".

He initially focused on "eating" and "drinking".

Following a comprehensive survey of smart coffee machines and smart ovens, Vince discovered that, from multiple dimensions including product category characteristics and competitive landscape:

For products like ovens and coffee machines, it's difficult for startups with limited resources to successfully create the ideal product that precisely meets market demand, or "PMF" (Product-Market Fit) .

PMF stands for Product-Market Fit. On one hand, a product must genuinely solve user pain points and meet their needs, making it competitive in the market. On the other hand, for startups, finding this is essential for sustainable development, while established companies can leverage it to optimize and expand their markets. Achieving this requires a deep understanding of the market and iterating the product based on feedback.

So all that's left is "eating"—an outdoor smart oven.

I. The long-standing barbecue culture in the United States

In the United States, barbecue has long been an integral part of daily life. From cozy family gatherings to grand holiday celebrations, the aroma of barbecue is ubiquitous and has become a unique symbol of American culture.

This is a cleaning necessity that is completely different from swimming pools, snow sweepers, and lawn mowers.

The book *Smoked: A Brief History of American Barbecue* recounts how barbecue, America's favorite food, has been a central theme throughout American history. It begins with the barbecue at the groundbreaking ceremony for the U.S. Capitol on September 18, 1793, marking the first major political barbecue in American history.

The U.S. Capitol even has two areas specifically reserved for barbecues during parties and gatherings...

Barbecue holds a more significant place in the hearts of Americans than dumplings are in the hearts of Chinese people. In the United States, 7 out of 10 adult Americans own their own barbecue grill.

Ovens can even become collectibles, much like collecting hunting rifles or fishing rods. Some families have three or more ovens in their outdoor yards.

It is estimated that annual sales of outdoor barbecue grills in the United States can reach 20 million units, with a total inventory exceeding 100 million units. During the summer, 82% of Americans engage in outdoor barbecues at least once a week.

According to Spherical Insights, the global outdoor cooking market is projected to reach $10.12 billion by 2030, showing huge growth potential.

However, precisely because barbecue culture is so prevalent in the United States, the market has long been divided among multiple brands, making the competition extremely fierce.

In such a fiercely competitive environment, Asmoke's decision to venture into the barbecue grill industry was undoubtedly a bold and challenging adventure.

So, what exactly makes Asmoke stand out in this highly competitive market?

II. Can beginners bake to master-level quality?

In their interactions with users, they discovered many pain points in traditional barbecue.

For example, controlling the heat during grilling is a major challenge for beginners, and many people struggle to achieve their desired delicious results. Furthermore, traditional grills lack precision in temperature control and are cumbersome to operate.

Based on these findings, Asmoke set out to create a smart barbecue grill that is easy to operate and produces excellent grilling results.

Its products are equipped with an intelligent temperature control system, allowing users to easily and accurately adjust the temperature, whether it is low-temperature smoking and slow baking or high-temperature fast baking, it can handle it with ease.

Even beginners who are trying grilling for the first time can easily get started and make delicious grilled meat .

III. Rapid market growth; the first intelligent pellet oven

The Asmoke smart barbecue grill uses environmentally friendly fuel—additive-free, renewable fruitwood pellets—which not only brings delicious smoked flavors but also contributes to environmental protection.

As early as 2021, pellet ovens already held a market share of over 20%. Typically, once a consumer product category reaches a penetration rate of 20%, it has the potential to further exceed 90% .

This 20% penetration rate indicates that the pellet oven solution has won the favor and recognition of a large number of users.

It is understood that over 50% of the barbecue grills on the US market are wood pellet grills.

Meanwhile, by enhancing intelligence and convenience, Asmoke's products not only cook three times faster than traditional grills, but also effectively reduce wood pellet consumption by 20%.

Leveraging its technological innovation, Asmoke successfully raised $1.42 million for its first product launch on the Indiegogo crowdfunding platform.

They then launched their new smart pellet oven, "Essential," on Kickstarter, raising $230,000 on the first day.

Meanwhile, Asmoke released a large number of review videos on YouTube, including content in collaboration with influencers as well as videos produced by the brand itself.

In addition to overseas crowdfunding and YouTube, Asmoke has also built its own brand website.

IV. Standard features for brand international expansion: business website

Based on SEMrush data, it's normal for Asmoke, a relatively new business website, to have low traffic.

Judging from their homepage design, the site leans more towards an e-commerce business website and brand showcase.

Of course, a blog section has been included, but there isn't much content yet. What's special is that it's used for product recommendations, which is a good idea.

That said, Asmoke hasn't neglected other sales channels either, and has already entered multiple online and offline retail channels including The Home Depot, Walmart, Lowe's, http://Amazon.com ,   Fry's.

At the same time, Asmoke also attracted the attention of domestic capital and successfully completed two rounds of financing .

Epilogue: Little Creator Has Something to Say

In reality, many industrial and trading companies and sellers are misled by wave after wave of website building and promotion armies, blindly following the trend to carry out international expansion of cross-border DTC products.

In reality, they only possess the capabilities of "OEM manufacturers" or platform sales operations, making it difficult to truly drive the international expansion of product brands.

Brand international expansion is not just about building an official website, nor is it an area that can be easily mastered through a few online courses.

The international expansion of a DTC product's business website should be carried out with the dual guarantee of strong product capabilities and effective marketing.

Take Asmoke as an example. The brand has been able to stand out in the increasingly competitive barbecue grill market precisely because of its outstanding product innovation, accurate market positioning and demand insight, and has found a market fit that matches the team's capabilities and resources .

Only then can a brand website be considered a private space that attracts, hosts, and converts traffic.

In short, it's about conversion rate on one hand and precise traffic on the other.

With its outstanding products and marketing capabilities, Asmoke has gone further in the development of its business website, laying a solid foundation for the brand's continued growth and successful international expansion.

CTMON has been focusing on overseas digital marketing for B2B companies for 10 years, dedicating itself to researching how to help clients obtain accurate qualified inquiries, and has served more than 2,000 clients.

We help companies increase their inquiry conversion rate by 103.75%-387.30% , and achieve a return on investment (ROI) of 39.55%-216.02% .