The Digital and Domestic Makeover: How Smart Marketing and Quality Focus are Driving the Modern Storage Industry

From viral TikTok-style videos to fully automated “black light” factories, storage brands are embracing digitalization and quality control to dominate online marketplaces.

PANJIN, China – The competition in the storage market has moved decisively online, where brands that master digital marketing and uphold stringent quality standards are pulling ahead, reshaping domestic sales and setting new industry benchmarks.

Haixing Technology, a leader in plastic home products, offers a masterclass in modern digital strategy. Its “Yeya” brand has become a fixture on Chinese e-commerce platforms through a relentless focus on content creation and scenario-based marketing. During a prime-time livestream, its Douyin (China’s version of TikTok)直播间 can attract over 30,000 viewers, while its Tmall store consistently ranks No. 1 in sales for sub-categories like shoe cabinets and storage cabinets during major shopping festivals.

The company’s success is engineered. Its headquarters features a dedicated “New Media Center” with professional soundproof live-streaming pods and a video production workshop. Here, a creative team uses big data and AI analysis to produce viral videos tailored for different platforms, single-month content can reach over 3 million users. This strategy of “lifestyle output” has secured Yeya the top spot in storage cabinet categories on multiple platforms.

Behind the marketing buzz, however, lies a foundation of quality. Haixing invests heavily in its automated production facilities, where 45 automated production lines operate with high efficiency. The company also insists on using only PP virgin material for its products, subjecting every batch to multiple checks for composition and stability to ensure high durability. This commitment to quality helps build brand trust that translates into lasting sales leadership.

The trend is also spawning specialized, youth-focused brands. Guangzhou-based GOTO, for instance, built its brand around sneaker storage boxes. By deeply understanding its target audience, GOTO developed stackable boxes with added features like LED ambient lighting, moving beyond simple storage to become a displayable “sneaker wall”. The brand has cultivated a community of 2 million fans online, and its founder, 27-year-old Chen Zineng, acknowledges, “We crashed into a trend and fully enjoyed the demographic dividend of the youth”. With a product repurchase rate of 40%, GOTO proves that in today’s market, a strong brand identity is as important as the product itself.