When the cross-border e-commerce industry is generally trapped in the dilemma of low-price competition and sluggish growth, the performance of a Chinese company shows a completely different trajectory. Typhoon Technology, founded by Sun Caijin, a veteran of cross-border business, achieved explosive growth in 2025. Its revenue is expected to soar from $20 million in the first year of commercialization (2024) to between $70 million and $80 million, an increase of more than 300% year-on-year, and has set a target to double its revenue by 2026. Behind this achievement is its high-end brand Typhur, which is priced close to $500 and steadily ranks first in the sales of high-end air fryers on Amazon.

The key to Typhoon Technology's breakthrough lies in its establishment and deep cultivation of the core product concept of "cooking science". The company abandoned the traditional kitchen appliance model that relies on personal experience and regarded cooking as a standardized process that can be precisely controlled through parameters such as temperature, humidity and time. To this end, they formed a professional food science team and transformed complex scientific principles into intelligent programs for devices through a large number of experiments. For example, its high-end air fryer integrates a wireless meat probe, which can monitor the internal temperature of ingredients in real time and automatically stop cooking when the ideal value is reached, completely solving the common pain point of "external burning and internal raw" when cooking whole chickens or thick-cut steaks. This kind of technological innovation based on in-depth user insight enables products to be favored by the market even if their prices are several times higher than ordinary competitors.

Strong performance is inseparable from systematic capacity building. Typhoon Technology has made heavy investment in R & D, with R & D personnel accounting for more than 50%, and its core team comes from top technology companies such as Huawei, DJI and Apple, building a strong technical moat. This investment is directly reflected in product iteration. While improving performance, the material cost of its second-generation air fryer has been reduced by 30%. In terms of profit model, through continuous technological differentiation and brand premium, the company further increased its gross margin from 58% in 2024 to 64% in 2025, far higher than the industry average. In terms of market strategy, Typhoon Technology has built an omni-channel pattern of "online-oriented and offline acceleration". While consolidating the high reputation of online platforms such as Amazon, it has quickly entered high-end offline retail channels such as Costco since 2025 and plans to enter new markets such as Australia by the end of 2026.

More importantly, Typhoon Technology's ambition is not limited to selling hardware devices. It is committed to creating an intelligent cooking ecosystem of "device + APP + content community". Its exclusive APP is not only used for device control, but also equipped with AI Chef function, which can generate customized recipes based on voice or pictures and start cooking with one click. At the same time, the company continuously outputs professional cooking popular science content and recipes through its official website, continuously improving user viscosity and brand professional image. This evolution from single products to ecological solutions indicates that Chinese overseas brands are trying to play a deeper and more indispensable role in the lives of overseas consumers.

Source: Cross-border E-commerce Cross-border House