- Updated: November 26, 2025
- 2 min read
How Hoto and Fanttik Are Using TikTok and Xiaomi Partnerships to Target US Households
Chinese tool startups Hoto and Fanttik are racing to become the next mainstream household brands in the United States. Both companies were founded by former Xiaomi engineers and have quickly scaled their product lines, leveraging design awards, rapid sales growth, and aggressive TikTok influencer marketing.
Hoto, launched by a former Xiaomi designer, focuses on sleek, affordable power tools that blend minimalist aesthetics with robust performance. The brand has secured multiple design accolades and has seen its sales double year‑over‑year, largely thanks to a flood of TikTok videos that showcase the tools in real‑world DIY projects.
Fanttik, founded by a former Xiaomi hardware lead, follows a similar playbook. Its flagship cordless screwdriver and drill kits have gone viral on the platform, with influencers demonstrating the ease of use and price advantage over established Western competitors. Fanttik also partners with Xiaomi’s supply chain, allowing it to keep costs low while maintaining quality.
Both firms rely heavily on TikTok’s creator ecosystem, paying influencers to produce short, punchy demos that drive traffic to their Amazon listings. This strategy has helped them achieve a combined revenue surge of over 150% in the past twelve months.
For the full story, read the original article on The Verge.
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