xTool's Black Friday and Cyber Monday sales hit a new high, with daily GMV exceeding 100 million yuan | The Latest Frontline

Text by | Zhang Ziyi

Edited by | Yuan Silai

36Kr has learned that xTool, a consumer-grade laser engraver brand, recently released its performance data during the "Black Friday" and "Cyber Monday" shopping festivals in 2025.

Jasen Wang, the founder and CEO of xTool, disclosed in an email to all employees that the company's Gross Merchandise Volume (GMV) during this peak-season promotion increased by approximately 50% compared to the same period last year, and it achieved a single-day GMV exceeding 100 million yuan for the first time.

This performance data has solidified xTool's market position in the global laser engraver field. Jasen Wang mentioned the significant changes in the company's business scale in an internal letter, pointing out that xTool has successfully transformed from a company mainly focused on STEAM products into a Direct-to-Consumer (DTC) brand company specializing in laser and printing tools. He said that the company's annual sales four years ago were only around 200 million yuan, and this comparison highlights the rapid growth in recent years.

In addition to the performance disclosure, Jasen Wang also announced an important brand strategy adjustment in the email: the company will integrate its two brands, Makeblock and Tongxin Zhimu, under the xTool brand. The product lines of Makeblock will be retained, but the brand structure will be simplified and unified.

When talking about the company's development principles, Jasen Wang emphasized the continuous focus on the issue of "creation," that is, xTool's corporate mission of lowering the threshold of creation and expanding the boundaries of creation. He reiterated the company's code of conduct of "doing meaningful things, creating value, and solving problems," and particularly emphasized that innovation is one of xTool's most important genes.

Regarding the core of xTool's difference from other business models, Jasen Wang proposed the principle of "people-oriented," requiring the company to recognize the sense of achievement in creation and the pride of earning income to support the family that the products bring to users. This humanistic care extends to supply chain cooperation. He said that the company does not seek to squeeze suppliers but hopes to achieve mutual benefit and win-win results through technological cost reduction and efficiency improvement.

In terms of execution requirements for employees, Jasen Wang put forward the criterion of "fast and good," aiming to "compete in efficiency and quality" rather than work intensity. He specifically required all employees to invest sufficient time in learning and practicing the specific application of Artificial Intelligence (AI) in work to maintain the company's competitiveness in technology and efficiency.