This Shenzhen-based company sells microphones to 5 million content creators worldwide.

Here is a set of data:

There are 1.04 billion short - video users in China, which means 70% of the Chinese population watches short videos. On average, each person spends 2.6 hours a day on short - video platforms.

When you are watching short videos, you may not notice the wireless microphones clipped on the collars of bloggers. However, this small black square device has actually become a must - have for bloggers' audio recording and quietly supported a huge multi - billion - yuan market.

According to QY Research, in 2023, the global market size of digital wireless portable microphones reached 10.4 billion yuan. Among them, 5 million microphones were sold in the Chinese market each year. This once niche professional field has now become extremely competitive. In 2024, there were as many as 450 microphone brands in the Chinese market.

However, in the multi - polar situation, there has been a trend of consolidation in recent years. One dark horse among them is Holliland.

Since its establishment eight years ago, the Holliland brand has stood out in the highly competitive market. In 2023 and 2024, this Shenzhen - based company has ranked first in domestic sales of wireless microphones for two consecutive years, even outperforming several well - established and high - end overseas manufacturers. In the overseas market, Holliland's business has covered more than 160 countries and regions, and the proportion of overseas revenue has reached over 60%.

In terms of product categories, Holliland is also undergoing self - iteration. In the past eight years, the paradigm of content creation has been rapidly evolving. With the development of short videos, live - streaming e - commerce, vlogs, and podcasts, the content creation model has shifted from PGC to UGC. Holliland started from wireless image transmission and communication and then expanded to the second and third growth curves of wireless microphones and live - streaming cameras.

At the recently concluded "September 3rd Art Gala", sharp - eyed audiences could also notice that Holliland (Haoyiyuan Technology) was prominently listed in the list of thanks. Their new wireless communication products were almost standard equipment for the backstage staff.

This company's emergence into the public eye is not by chance. The secret to its success lies in the strategic layout of core technology, products, and brand over the past eight years.

Even in a niche market, one must climb the "technology tree"

At a recent press conference, Vincent, the co - founder of Holliland, rarely shared his entrepreneurial insights: People often say that technology is the primary productive force. What will happen to a brand if it doesn't climb the "technology tree"? His answer is: Without core technological barriers, product quality cannot be guaranteed, and the brand will inevitably be trapped in endless price competition.

Vincent, Co - founder of Holliland

His answer precisely hits the pain point that Chinese technology brands have faced.

In 2017, when Holliland first entered the fields of wireless image transmission and wireless communication, the industry was dominated by international giants, and content creators lacked high - quality domestic options. In 2020, when Holliland entered the microphone market, the industry was also controlled by established manufacturers such as RODE and Sennheiser. These giants, relying on decades of technological accumulation and brand building, had already captured the minds of consumers.

For Chinese technology brands at that time, being a "budget alternative" to giants or engaging in OEM production was a simple, straightforward, and short - term effective strategy, but it was difficult to achieve a real breakthrough in the long run. Holliland did not choose to "follow" but instead opted for a difficult yet correct path: breaking through with self - developed technology, competing with global giants on the same stage, and even exporting technology back to them.

Through years of investment, Holliland has built a research and development team of nearly 500 people from scratch and has laid out more than 220 core patents. In addition, Holliland invests 20% of its annual revenue in research and development.

Vincent summarized at the press conference that Holliland has currently built a full - link technology ecosystem covering wireless transmission, audio processing, and imaging algorithms -

In professional fields such as wireless image transmission and communication, Holliland is one of the few domestic brands in the industry that can both self - develop core technologies across the entire stack and build professional - grade large - scale communication systems. This is the reason why Holliland is selected for national - level large - scale events.

The accumulation of professional wireless technology also gives Holliland a significant advantage in the connection stability and smoothness of wireless microphone products.

However, for the microphone category, solving the problem of sound transmission is just the first step. More importantly, it is the audio recording quality. While many companies take the "assembly route", Holliland has established its own professional acoustic laboratory, collaborated with multiple universities and technical experts for research and development, and reserved a series of self - developed audio algorithm technologies, and refined them in areas such as AI noise reduction and acoustic optimization.

For example, in Holliland's newly released microphone, the LARK MAX2, the algorithm engineers have applied the AI edge - side model to the microphone. As a product using AI noise reduction, it can intelligently identify thousands of types of environmental noise. In addition, the LARK MAX2, with a measured support for a 48KHz sampling rate and a 72dB signal - to - noise ratio, ensures broadcast - level audio quality.

In addition to the technological layout in acoustics, Holliland is also improving its intelligent image optimization capabilities for its live - streaming camera category. In the past, the pain point of live - streaming cameras was the need for cumbersome parameter adjustments according to different ambient light changes. Take Holliland's newly released Tanjing 2 live - streaming camera as an example. Its self - developed image fusion and SAR AI image processing technologies can automatically recognize scenes and optimize image quality, completely solving the problems of troublesome parameter adjustment and dependence on lighting in live - streaming.

For many Chinese companies like Holliland, self - developed technology is not just an added bonus but a matter of survival. Now, Holliland's products have entered more than 160 countries and regions, and the devices have been sold to 5 million content creators worldwide. In many markets, it has even outperformed well - established overseas brands.

Behind this success is not a simple price war or a large - scale product launch strategy but a stable user experience and differentiated competition brought about by technological barriers.

Be a brand that listens to users

After building technological barriers, the more crucial step is how to develop products that meet users' needs.

"The fundamental reason why users choose Holliland is that it is a brand that listens to users' advice," said Tim from the well - known media "Film Tornado", "Holliland's engineers really listen to what you say, and they really take action."

Actually, in today's rapidly evolving and highly competitive wireless microphone market, it is not easy to be a brand that listens to users. This means higher time costs, more human resources, and greater R & D investment.

To put the concept of "listening to users" into practice, Holliland has established a mechanism for co - creating products with users. Cao Xuefeng, the deputy general manager of Holliland, detailed how products are developed from scratch within the company -

First of all, at all stages of product R & D, Holliland creates a "demand pool" for users. In addition to the product managers communicating closely with a large number of users about product positioning and functions, the "research mindset" also permeates all aspects such as sales, service, and marketing. Cao Xuefeng compares Holliland to a "funnel" that is always open to the outside world.

Of course, simply "listening widely" is not enough because the needs and pain points that users can express in words are not all. There are many hidden demands that are difficult to detect. For this reason, Holliland's product managers and R & D personnel also "act as" users, repeatedly use the products, and try different ways of experience to "understand" users, bridge the gap between users' thinking and product managers' thinking, and dig out hidden demands.

Deeply understanding users is just the first step. What is more difficult is to truly implement users' demands and even exceed their expectations. This is exactly the secret to Holliland's success in the past.

Holliland's newly released LARK MAX 2 can perhaps be used to illustrate these product concepts.

For example, when Holliland's product managers communicated with content creators, they found that traditional monitoring headphones were prone to tangling, which restricted photographers' movements and interrupted the recording rhythm. In response to this pain point, Holliland quickly developed a wireless monitoring function in the microphone, which can achieve ultra - low - latency wireless monitoring within 100 meters with a 25ms delay, greatly liberating photographers.

In addition, traditional noise reduction was basically adjusted in two levels: "strong" and "weak". Users generally reported that the effect was either too rigid, with insufficient filtering of environmental noise, or it damaged the details of human voices. For this reason, the LARK MAX 2 is designed with 20 levels of stepless adjustment, allowing users to finely control the noise reduction intensity just like adjusting the volume.

In addition to meeting users' explicit needs, Holliland has also keenly discovered users' unspoken pain points. For example, most microphones in the past were too large in size, and the brand logos were too prominent, which easily interfered with the narrative. While other brands selectively ignored users' needs, Holliland innovatively adopted a reverse - wearing mode for the LARK M2 and MAX 2, making the brand logo completely invisible. Although this operation seemingly sacrifices some natural traffic, it has won the favor of a large number of users. If you have paid attention to the live - streams of Lei Jun and Yu Chengdong, you can also find that they are using Holliland microphones.

Cao Xuefeng, Deputy General Manager of Holliland

"What we care about most is users' suggestions. After receiving feedback, our engineers and product managers will work day and night to make breakthroughs and meet users' demands," Cao Xuefeng said sincerely. "Every piece of criticism is the driving force for us to move forward."

By "listening to users", Holliland's products are guided by market and customer needs. This respect for users will ultimately be transformed into users' loyalty and good - will towards the brand. The continuous breakthroughs in each generation of products have also enabled Holliland to grow from a newcomer to a leading brand in the wireless microphone market.

If in the past eight years, Holliland mainly competed through single - point product and technological advantages, in the future, it will upgrade to comprehensive competition centered around the brand. For example, Holliland announced the merger with its overseas brand HOLLYLAND to fight as one.

In Vincent's view, this is an inevitable result after a company has gradually improved its product capabilities and core technologies, and it is also a strategic necessity.

Indeed, in global competition, having good products and technologies alone is not enough to form a sustainable advantage. Brand recognition is becoming a key factor in the future and an important moat for enterprises.

Interestingly, when we look at Holliland, we can find that it is a very typical Shenzhen - based hardware company, representing the epitome of Chinese hardware companies' continuous exploration forward -

In the past eight years, Holliland started as an ODM manufacturer for overseas companies, which is the first step for most enterprises to enter the global market. Then, Holliland began to climb the "technology tree", refined its products, and completed the transformation from manufacturing to creation. When its products and technologies reached a certain level, Holliland established itself with its brand and completed the leap from "product going global" to "brand going global", just as Chinese technology brands are gradually emerging on the global stage.

Broadening our perspective, the once - niche field of wireless microphones is gradually moving towards the mainstream.

In 2025, as short videos gradually move towards "high - quality content" and "in - depth vertical categories", more professional - oriented content creators are willing to pay for wireless microphone devices. In addition, the expansion of demands in areas such as online education, remote meetings, and live performances has further extended the usage demand for wireless microphones.

Now, this market has not only attracted consumer hardware giants but also a group of cross - border players, such as traditional audio brands, auxiliary photography equipment brands, and well - established microphone brands.

The horn has sounded. Vincent finally said: "In the past eight years, although we have achieved some small results, these are just the beginning."