Night Riding Essentials, 1 Billion in Sales! How Rockbros Became the Top E-Bike Brand in Southeast Asia?

A bike light that illuminates the safety of night riding; a cycling jersey that went from niche to mainstream; a live stream that sparked a sales surge! Rockbros, a brand that has rapidly surged in the Southeast Asian market with its cycling gear! How did they win over consumers with their products? And how did they use TikTok to break into the market? Today, let’s uncover the secrets behind Rockbros’ explosive success!

01 Southeast Asian Market: The Rise of Cycling Culture

When you think of Southeast Asia, most people imagine sunny beaches, delicious food, and tropical fruits. But there’s another cultural phenomenon rapidly rising in this vibrant region — cycling. Whether for urban commuting or countryside travel, cycling is becoming a new lifestyle.

The “2024 Southeast Asia Outdoor Sports E-commerce Market Insight” report reveals that Southeast Asia’s outdoor sports market has been growing rapidly in recent years. Statista also predicts that the Southeast Asian fitness market will see a compound annual growth rate (CAGR) of 9.71% from 2022 to 2027. Outdoor sports and fitness equipment have become popular categories for Chinese brands expanding overseas.

Among them, outdoor and fitness gear accounts for about 52.8% of total sales.

Initially, Rockbros focused on the European and American markets, but soon realized that the Southeast Asian market offered even greater potential. Southeast Asia’s e-commerce market is expected to reach nearly $1.5 trillion by 2024, with TikTok’s e-commerce penetration continuing to rise. Southeast Asia’s young consumers, with a large population base, are especially fond of outdoor activities like cycling.

In particular, the cycling craze is booming in the Philippines. In urban areas, cycling has become a new solution to traffic congestion, while in rural areas, night riding and off-road cycling are gaining popularity. With more than 70% of the population being young people, the Philippines has strong purchasing power, and many enjoy discovering new brands through social media.

Rockbros’ cycling lights, gloves, and sun protection gear perfectly fill the market gap.

02 From China to Southeast Asia: How Rockbros Captured Consumers

From its early days as a single-product factory to becoming a global cycling gear brand, this Chinese company has carved its own path in the cycling world with ten years of persistence and innovation. In Southeast Asia, Rockbros has expanded to multiple countries, with the Philippines being the top-performing market on TikTok. According to Echotik data, since Rockbros entered the Philippine TikTok store in March 2023, their @rockbros — ph account has sold over 100,000 units, generating a GMV of $289,000.

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The top-selling product in the last 30 days was a UV-protective cooling arm sleeve, with nearly 2,700 units sold in a month. Since its launch, the product has sold close to 60,000 units.

The second-best seller was a waterproof bike tail light. Rockbros’ Philippine TikTok account now boasts nearly 100,000 followers and over 90,000 likes.

The founding team of Rockbros is made up of cycling enthusiasts. Initially, they created small gear to solve problems they encountered while riding, such as inadequate lighting for night riding and discomfort during long rides. To their surprise, these products were met with great market demand.

In 2020, Rockbros noticed the emerging cycling market in Southeast Asia and made a bold decision: to shift their focus from the European and American markets to Southeast Asia, particularly the Philippines, where cycling potential was enormous.

If one product could be said to carry Rockbros in the Philippines, it would be their high-brightness waterproof bike light.

Unlike the “one-size-fits-all” approach, Rockbros places great importance on localization.

Filipino consumers are highly price-sensitive and seek value for money. Rockbros not only kept the pricing affordable but also designed products that fit local needs.

In the Philippines, where nighttime road conditions are complex — especially in rural areas and small towns with few streetlights — Rockbros’ bike lights offer high brightness and a waterproof design, ensuring reliability even in wet environments.

Many Filipino cyclists emphasize environmental protection, and Rockbros responded by using recyclable materials in their bike lights, making them durable and long-lasting. This resonated with local consumers.

Additionally, Rockbros’ bike lights feature ultra-long battery life, lasting several days on a single charge, which is a huge advantage for long-distance riders.

Rockbros’ goal is not only to be synonymous with cycling gear but also to promote cycling culture across Southeast Asia. Moving forward, Rockbros plans to expand its product line and introduce more localized gear suitable for the tropical climate and rainy season.

03 TikTok Blockbuster Products Boost Sales: From “Grass-Planting” to “Grass-Pulling”

After entering the Philippine market, Rockbros didn’t adopt traditional marketing methods. Instead, they seized the opportunity on TikTok, positioning short videos and live streaming as the brand’s “super engine.”

On TikTok, Rockbros used short videos and live streams to showcase the real-life usage scenarios of their cycling products. For instance, in a rural road setting, a bike light illuminated a 50-meter stretch of road, and the comments section lit up with “Feeling safe now.”

In another video, Rockbros invited viewers to listen quietly to the sound of their bike, with comments flooding in asking where to buy one.

In Rockbros’ live streams, hosts demonstrate the waterproof and shockproof features of the bike lights in real-world scenarios while interacting with the audience. Night riding live streams displayed how the high-brightness lights provide clear visibility on the complex rural roads of the Philippines.

The hashtag #rockbros on TikTok has accumulated nearly 12,000 videos.

Rockbros has also deeply collaborated with local Filipino cycling influencers. Through product testing videos, cycling tips, and more, these influencers helped the brand integrate seamlessly into consumers’ everyday lives.

According to Echotik data, Rockbros has built a network of over 2,000 influencers.

One Filipino influencer, with fewer than 15,000 followers, posted a simple demonstration video that led to 5,000 units sold.

In one of the recent popular TikTok videos, cycling influencer Mursean showcased Rockbros’ products while riding through the countryside, which earned over 1.2 million views.

Southeast Asia is like a goldmine waiting to be mined, and Rockbros is the “gold digger” that dared to test the waters. Thanks to TikTok’s explosive growth and deep consumer insights, they have already claimed the top spot in the Philippine cycling market.

From being a regular cycling brand to a leader in Southeast Asia’s cycling market, Rockbros’ success is a microcosm of global brand expansion. In this e-commerce and social media-driven landscape, capturing TikTok’s growth phase may be a crucial step for every brand.