Leading projector brand on TikTok Shop

Amid the strong wave of e-commerce development and the trend of online consumption, many Vietnamese brands have chosen the path of digital transformation to break through. The mini projector brand Beecube, developed by Vietnamese people, is a typical example of a model of rapid growth based on perseverance, the right content strategy, and the ability to master operations on digital platforms.
Sharing about Beecube's strong transformation journey, Ms. Hoàng Thị Hoài Thu - Operations Director, who has accompanied Beecube since its early days of establishment, said that Beecube was founded in April 2021 and is the first Vietnamese brand to research and develop high-quality smart mini projectors.
"In the early stage, the brand focused on building the foundation for online sales through its website, Facebook, Shopee, and developing a user community. However, a turning point occurred in October 2023 - the time when Beecube officially expanded on TikTok Shop to meet the booming trend of livestream - video commerce," Ms. Thu said.
After only a short period, revenue from TikTok Shop accounted for nearly 50% of Beecube's total retail revenue - a figure considered a "breakthrough" in the consumer electronics industry. The workforce has rapidly increased to approximately 100 people, including up to 35 staff members in the livestream segment - evidence of the strong investment strategy in content and direct sales operations.
According to Ms. Thu, livestream is indeed the key, because the particularity of promoting projector products requires users to directly view and verify the quality of the projected image. Starting from the initial livestreams with few views, Beecube persevered in maintaining the livestream frequency, building content scripts, investing in the live room, and optimizing operations. As a result, within less than a year, the brand has risen to the leading group on TikTok Shop in the mini projector category, being widely loved and recognized by users.

Put customer experience at the center

The differentiating factor of Beecube lies not only in keeping pace with new sales trends but, more importantly, in its long-term product development mindset. Each projector model of Beecube undergoes a rigorous research process: from drafting blueprints, designing 3D models, printing prototypes, assembling components to optimizing the software interface. Just the stage of designing and creating the first 3D prototype alone took nearly 6 months. After that, the enterprise continued to spend another 3 months refining and perfecting it - a total of about 9 months for one product research and development cycle.
Beecube's projector features a pure Vietnamese interface, integrates the virtual assistant KIKI, has Magic Stick control to support intelligent navigation, and comes with the Beecube Store application ecosystem optimized specifically for the projection screen experience. In particular, each device is manually fine-tuned with DSP to ensure optimal audio and video quality before reaching customers.
However, that journey was not without challenges. According to Ms. Thu, in the early days, the costs of molds, components, and production often put Beecube in a state of capital shortage. There were periods when the product encountered software issues that required continuous updates, third-party applications were not yet compatible, or the operating system could not keep up with the rapid growth rate. But what kept Beecube standing firm was its consistent philosophy: putting the customer experience at the center.
"Each emerging issue is handled by the team within 24 hours; each suggestion is regarded as material for product improvement. To date, the Beecube user community has reached approximately 40,000 members – not just a customer base, but also the strength that nurtures the brand," Ms. Thu said.
Sharing about the memorable moments of Beecube's digital transformation journey, Ms. Thu said that one of the most memorable events was the livestream session to launch new products in October 2024. The livestream not only created a strong interactive effect but also recorded higher sales than previous low-cost projector models. This shows that consumers are willing to pay for high-quality products and reputable brands.
Beecube's story doesn't just stop at the 250% revenue growth when participating in TikTok Shop. More importantly, the brand has contributed to changing market perception: high-value technology products can definitely be sold effectively through livestream.
Sharing a message for sellers who want to develop on TikTok Shop, Ms. Hoài Thu believes that: "The core factor is having good products, transparent information, perseverance with the platform, and self-sufficiency in sales capabilities. When internal strength is strong enough, all market fluctuations can be overcome."
Info box: Beecube has proactively researched and developed products, creating a positive ripple effect: other brands in the market have learned from and improved accordingly, contributing to the development of the domestic mini projector ecosystem. Not stopping at projectors, Beecube is now aiming to build a technology product ecosystem for the Vietnamese people, with the ability to connect and synchronize both hardware and software. The expansion of product categories and the upgrade of the current product line will continue to be implemented in the coming period.