You’ve probably know Anker. But I bet you’ve never heard of a low-key Chinese brand called VEVOR. They pulled in over $1.1 billion a year just by selling tools. So what makes them stand out from all the Western brands? Well, they knew how to work the supply chain and more importantly, what the market actually wanted. Let’s take a look at how they did it.
Win Big with Niche MRO Tools
VEVOR sells everything, from lawn and garden tools to restaurant equipment and drywall lifts. In total, they’ve got over 300,000 SKUs. All of it falls under the MRO category: maintenance, repair, and operations. Stuff people use to fix cars, hang drywall, clean out gutters, or patch a leaky pipe. These are the kinds of tools that are always in demand. When they wear out, people come back for more. In countries where labor is expensive, it’s often cheaper to grab a tool and do it yourself than to hire someone.
The thing is, most industrial brands only focus on big buyers—factories, contractors, wholesale distributors. That leaves everyday consumers underserved. And online? The shelves are still half empty. That’s where VEVOR stepped in—bringing MRO tools directly to individual buyers online.
You can find them on their own website, TikTok Shop, Amazon, eBay, and AliExpress. The products are based on real-life use cases, tailed for different markets. More DIY and auto repair tools in the U.S., more construction gear in Europe.
Take their retractable water hose, for example. It sells for around $85. Traditional hoses are bulky, crack in the winter, and are a pain to store, especially in big yards. VEVOR’s version is tough, compact, and easy to reel in with the retractable design. It hit the nail on the head, pulling in $4.39 million in sales on TikTok Shop alone.
It's All About the Supply Chain
Handle inventory pressure with massive SKUs
If you’re dealing with this many SKUs, one obvious challenge pops up—inventory pressure. Unlike fast fashion, tool buyers actually care a lot about delivery time. If someone’s waiting to fix a broken pipe, they’re not going to sit around for two weeks. Late shipping means a flood of returns and 1-star reviews.
To solve that, VEVOR ships 95% of its products from local warehouses, not from China. They’ve set up 60+ warehouses across 16 countries, getting tools delivered fast to consumers in over 200 countries and regions.
Leverage the supply chain advantage
As a supplier from China, VEVOR knows exactly how to play the supply chain game. With such a massive product line, trying to centralize production would be a mess.
So, just like many other non-China brands, VEVOR don’t run their own factories. The R&D teams in Shanghai and Foshan handle all the design and development work. Once a product is finalized, they outsource manufacturing to different Chinese suppliers under an OEM/ODM model. The factories build everything to spec, but VEVOR keeps full control over branding and patents. Under U.S. and EU law, if you design the product and own the IP, you’re legally the manufacturer—even if someone else makes it.
VEVOR’s biggest competitor, Harbor Freight, does the same thing. Their affordable tools are sourced from several Chinese suppliers too.
Standing Out in a Niche Tools Market
Competitors in the game
In the global market, VEVOR isn’t alone. They’re up against a handful of strong players like Zoro, Harbor Freight Tools, and northerntool. Some brands go deep in a single category. For example, Northern Tool + Equipment focuses purely on industrial tools.
But the most direct competition comes from Harbor Freight Tools, a well-known U.S. brand that offers power tools, hand tools, welding machines, and auto repair gear. Harbor Freight combines local retail stores with budget-friendly pricing to stay close to American customers. VEVOR, on the other hand, takes a purely online route, relying on overseas warehouses and e-commerce channels to scale fast across borders.
Looking at website traffic, VEVOR still trails behind industry giant Harbor Freight Tools, which pulls in around 13.5 million visits. But they’re not far off from challengers like Zoro, and they’ve definitely earned a seat at the table. What’s clear, though, is that VEVOR is spending more to get that traffic. Other competitors like Harbor Freight and Northern Tool get most of their traffic from direct visits and organic search, less from paid ads, and more from brand recognition and loyal repeat customers.
So here’s what they did
When traffic isn’t enough, products do the work. From worktable and pole saws to air hoses, VEVOR leaned into niche categories and played a long game to dominate bestseller lists. Their stainless steel worktables, wall-mounted fans, manual pole saws, and retractable air hose reels have all hit #1 in Amazon best seller ranking.
Still, high volume doesn’t always mean perfect quality. Some reviews have pointed out issues—like the manual pole saw getting 1-star feedback for lacking assembly instructions, having a flimsy handle, or a blade that doesn’t cut as well as advertised.
So why is it still selling so well? Because now, VEVOR sells many of these products through Amazon Retail. That means more traffic, better algorithm visibility, and higher platform priority. But it also comes at a cost: lower margins, slower cash flow, stricter quality standards, and no control over the final price.
Turns Social Media into Sales
VEVOR is going hard on social media, especially on TikTok, where a big chunk of their traffic comes from short-form videos. But instead of focusing on long-term brand building, they’re all about activating traffic and driving conversions. Their accounts are clearly categorized—CarTool, Home, Automotive, with a combined following of over 1.28 million. On TikTok Shop, most of their revenue comes from just two stores: VEVOR Store and VEVOR Shop.
Unlike flashy consumer tech brands that go viral with cool edits, VEVOR wins by being precise and practical. They attract two very clear types of users: First, there’s the 35+ crowd who love hanging out in Facebook groups talking about home improvement, car repairs, or garage makeovers. Then there’s the DIYers on TikTok, people who scroll through short tutorials on how to use tools for home projects.
On TikTok, their videos show how their tools fix real problems. That authenticity drives real purchase intent. One video, for example, shows a . It racked up nearly 6 million views and over 10,000 likes, with tons of comments asking about the price and where to buy.
On YouTube, VEVOR runs polished ad videos that show how their tools work in real-life scenarios, often comparing them to pricier alternatives. The message is clear: same function, lower price. That hits the sweet spot for buyers who don’t want to spend a fortune.
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