Hoto and Fanttik: Disrupting the Home Tool Industry with Design and TikTok

Hoto and Fanttik – two brands emerging as contenders in the traditionally “boring” home tool sector. This article from The Verge dives into their origins, strategies, and whether their emphasis on design and marketing truly translates to superior products.

Hoto’s story begins with Lidan Liu, a designer seeking to create something new after feeling stifled by consultancy work. She noticed the tool industry remained stagnant, lacking appeal for everyday users. Thus, iMonkey Technology, later Hoto (“Home Tools”), was born. A pivotal moment arrived when she connected with a Xiaomi co-founder, who helped her enter Xiaomi’s supplier incubator program, an exchange for a 10 percent stake in her startup. This gave Hoto access to Xiaomi’s supply chain and a platform to launch its initial products under the Xiaomi Mijia brand.
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Yet, Xiaomi initially showed some reservation. Their first collaboration, a stylish screwdriver set, only received an initial order of 5,000 units. But the market reacted quickly. As Liu said, it sold out in seconds, thus proving the business opportunity. By 2020, Hoto expanded its offerings to include powered screwdrivers and launched its own branded tools.

Fanttik also benefited from a somewhat unusual start. It originated within Aukey, a cross-border company that previously found itself on Amazon’s banned list for review fraud. This setback prompted Aukey to rebrand as AuGroup and shift its focus to furniture. But what to do with the power tool section? The decision was to consolidate these under Fanttik, adopting a brand-first approach. Instead of only distributing other companies’ tool, Fanttik switched gears, building its own product and brand development teams. Now Fanttik focuses on a brand-first strategy.

Today, both Hoto and Fanttik are gaining prominence in the US market. You can find them at major retailers like Best Buy and Costco, as well as dominating on TikTok.
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It’s worth noting these companies don’t seem to create groundbreaking innovations. Their patents mainly focus on aesthetics. Both companies claim design and quality as paramount, with their product teams being the largest. Fanttik marketing director Zoe Wei believes “the best product is the reason we’ll win the market.”

From my own experience, I’ve seen firsthand how design can be a powerful differentiator, but it needs to be backed by solid functionality.

Still, the article raises questions. For example, the magnets on Hoto’s Snapbloq tools were too weak to hold the weight. Similarly, the writer stopped using Fanttik’s electric scissors because they jammed frequently. Another example, Hoto’s cordless leaf blower was underwhelming in performance and quickly stopped working. These examples suggest that a focus on design alone isn’t enough.

Now, here’s where it gets interesting. While Hoto and Fanttik claim not to compete, their product lines tell a different story. It looks a lot like each is learning and adapting from the other’s successes and failures.

For instance, Hoto’s “Compressed Air Capsule” gained recognition, even landing in the Museum of Modern Art’s collection. The product’s innovation? Functioning as a vacuum, air duster, and inflator. Fanttik’s initial competitor lacked this bidirectional functionality, but their next model incorporated it. Later, Hoto released a “autocare” vacuum, closely resembling Fanttik’s design with an improved nozzle. These mirroring moves suggest a competitive dynamic.

One cannot ignore the power of social media marketing, and Fanttik certainly leverages it. They invest heavily in sponsoring NASCAR drivers, UFC fighters, and NBA teams, as well as engaging TikTok creators. According to Fanttik CEO Bo Du, 30% of the company’s sales now originate from TikTok. To that end, they offer TikTok creators commissions, with successful videos generating significant sales and income for creators. And Hoto? They want in on the action, planning to commission TikTok creators in 2026.

There are also fundamental differences. Hoto finds its biggest markets in China due to its collaboration with Xiaomi, while Fanttik is focused on North America. When it comes to building brand recognition, Hoto focuses on design awards, and Fanttik on sports sponsorships.

Wei from Fanttik stated, “Maybe customers who buy Hoto care more about the design […] customers who buy our product maybe care more about the power.” I find that to be an interesting perspective.

And design awards aren’t everything. While Fanttik’s products were partially designed by iRiding, its in-house team secured design awards. This shows commitment to good design in general.

Yet, Fanttik’s strategy sometimes appears to prioritize quantity over refinement. The sheer number of similar products, like screwdrivers and air pumps, could overwhelm potential buyers.

Hoto, in contrast, maintains a smaller product selection and a more focused strategy. Liu stated that Hoto canceled product lines due to weight or kitchen use, proving they are aiming for everyday home tools.

In any case, there’s a lot we can learn from each other. Early on, Hoto collaborated with Fanttik to grasp Amazon sales strategies. As Liu mentioned, “We are thankful for having Fanttik, we can learn from them.”

The success of Hoto and Fanttik underscores several key trends in the industry:

Design matters: Consumers want tools that are functional and aesthetically pleasing. Social media is king: Platforms like TikTok have become powerful marketing channels. Adaptation is key: Rapid iteration and learning from competitors are essential for survival.

This challenge, however, lies in balancing design with functionality. Can these companies continue to innovate and create genuinely superior products, or will they become known for style over substance? Only time will tell.

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Keywords: Hoto tools, Fanttik tools, Home tools, Design focused tools, TikTok marketing, Power tools, Cordless tools, Xiaomi Mijia