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当Kindle在2023年黯然退出中国市场，几乎所有人都以为电子阅读器的时代结束了。
但一家成立于2008年的广州公司文石BOOX，却在巨头退场的背影里逆势狂飙，2024年，文石BOOX营收首次突破10亿元，其中近六成来自海外，产品覆盖全球100多个国家和地区，美国市场贡献了近两成营收。
更值得关注的是，在彩色电子纸平板这个细分赛道上，文石已连续三年蝉联全球销量冠军，市场占有率连续三年超过22%。
近日，文石信息再次向港交所主板递交IPO上市申请，目前文石是中国最大、全球第二大的知识专注型生产力工具品牌。
与国内多数品牌从本土起步不同，文石自诞生之日起就将重心放在海外。2009年，首款产品BOOX A60登陆欧美市场，自此打开了海外市场的大门。
海外销售，独立站优先
文石的海外销售渠道，有一个鲜明的特征：官方独立站是绝对核心。
根据招股书披露，公司在海外的主要销售渠道是官方网店shop.boox.com，直接面向全球用户提供全系列产品，控制端到端的客户体验。
同时，品牌在亚马逊等第三方平台经营官方品牌店，用以接触更广泛的受众。
这种“独立站优先”的策略，让文石能够直接掌握用户数据和品牌体验，而不被平台算法和规则牵着走。
在亚马逊平台上，BOOX与主场作战的Kindle同台竞争，在墨水屏品类中站稳了脚跟。
分工明确：
YouTube开箱测评，TikTok种草
文石在YouTube、TikTok和Instagram三大平台分工明确，是一套高度内容标准化的海外营销体系。
YouTube作为长视频，承担“内容枢纽”的角色，重点合作科技、3C领域的头部及腰尾部博主，通过开箱测评、深度使用场景展示，建立消费者对产品“生产力”属性的认知与信任，通过开箱测评和真实使用场景展示，能快速帮助消费者建立对产品的认知与信任。
短视频平台TikTok和Instagram则负责短视频种草和品牌调性输出。与垂直领域红人合作，进行生活方式种草，以更轻量化的内容扩大品牌在年轻用户中的“漏斗顶端”认知。
红人合作方面密度很高，一年之内，文石合作网红近2000位，合作带货视频超过7000条。
对优质红人采取高频次绑定策略，比如与Akishop的合作视频接近300条。西班牙语科技博主Judit Güell的一条BOOX Palma 2 Pro体验视频，播放量5746次，点赞率接近7%，远超行业平均水平，评论区形成了自发的口碑讨论。
这种“场景化内容+精准红人”的打法，本质上是在回答一个核心问题：当消费者不知道“生产力墨水屏”是什么的时候，品牌需要让别人看到它在真实工作流中如何被使用。
带领这家公司走到今天的，是一位61岁的女性创业者。文石的故事，绕不开创始人淡玉婷，她三次创业，从显示器代理一路走到了全球第二大墨水屏品牌。
1990年，她从西安交通大学电子工程系毕业，第一份工作就是做EMC显示器华南区总代理。
1995年，她第一次创业，做系统集成，给政府和教育机构做IT系统。2005年，她察觉到电子阅读器市场正在萌芽，带着12个人的研发团队给国际品牌做外包代工。
2008年，淡玉婷第三次创业，成立文石。
出海硬货社评语：
从一位61岁创始人的三次创业，到一块墨水屏年入10亿、海外营收占六成，文石的故事告诉中国硬件出海者：在一个看似“过气”的品类里，重新定义产品，还有机会能重新打开市场。
Kindle退出中国的时候，很多人以为墨水屏的黄金时代结束了，但文石用十六年的海外深耕证明了一件事：当一个品类被重新定义为生产力工具的时候，它的天花板远比想象中更高。
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When Kindle quietly exited the Chinese market in 2023, almost everyone assumed the era of e-readers was over.
But BOOX, a Guangzhou company founded in 2008, surged against the tide as the giant retreated. In 2024, BOOX's revenue exceeded RMB 1 billion for the first time, with nearly 60% coming from overseas. Its products reach over 100 countries and regions worldwide, and the U.S. market contributed nearly 20% of revenue.
More notably, in the niche category of color e-paper tablets, BOOX has been the global sales champion for three consecutive years, with a market share exceeding 22% for three straight years.
Recently, BOOX Information has again filed an IPO application with the Main Board of the Hong Kong Stock Exchange. BOOX is currently the largest knowledge-focused productivity tool brand in China and the second largest globally.
Unlike most domestic brands that start locally, BOOX has focused on overseas markets since its inception. In 2009, its first product, the BOOX A60, launched in European and American markets, opening the door to international markets.
Overseas Sales: Independent Site First
BOOX's overseas sales channels have one distinctive feature: its official independent site is the absolute core.
According to the prospectus, the company's main overseas sales channel is its official online store, shop.boox.com, which offers the full product line directly to global users and controls the end-to-end customer experience.
At the same time, the brand operates official brand stores on third-party platforms such as Amazon to reach a broader audience.
This "independent site first" strategy allows BOOX to directly control user data and brand experience, without being led by platform algorithms and rules.
On Amazon, BOOX competes head-to-head with Kindle on its home turf and has established a firm foothold in the e-ink screen category.
Clear Division of Roles:
YouTube for Unboxing Reviews, TikTok for Product Seeding
BOOX has a clear division of roles across YouTube, TikTok, and Instagram, forming a highly standardized overseas marketing system.
YouTube, as a long-form video platform, serves as the "content hub." It focuses on collaborating with top, mid-tier, and niche tech and 3C influencers. Through unboxing reviews and in-depth usage scenario showcases, it builds consumer awareness and trust in the product's "productivity" attributes. Unboxing reviews and real-world usage demonstrations quickly help consumers establish awareness and trust in the product.
Short-form video platforms TikTok and Instagram handle short-video product seeding and brand tone output. By collaborating with influencers in vertical niches for lifestyle-oriented seeding, they use lighter content to expand brand awareness at the "top of the funnel" among younger users.
Influencer collaboration is high-intensity: within one year, BOOX worked with nearly 2,000 influencers and produced over 7,000 product-promotion videos.
For high-quality influencers, BOOX adopts a high-frequency binding strategy — for instance, nearly 300 collaboration videos with Akishop. A Spanish-language tech influencer Judit Güell's BOOX Palma 2 Pro experience video garnered 5,746 views with a like rate close to 7%, far exceeding the industry average, and the comments section sparked organic word-of-mouth discussion.
This "scenario-based content + precision influencer" approach essentially answers a core question: when consumers don't know what a "productivity e-ink screen" is, the brand needs to show how it is used in real workflows.
Leading this company to where it is today is a 61-year-old female entrepreneur. BOOX's story is inseparable from founder Dan Yuting, who started three businesses and went from being a display distributor to building the world's second-largest e-ink screen brand.
In 1990, she graduated from the Electronic Engineering Department of Xi'an Jiaotong University, and her first job was as the general agent for EMC monitors in South China.
In 1995, she started her first business in systems integration, building IT systems for government and educational institutions. In 2005, sensing the e-reader market was emerging, she led a 12-person R&D team doing OEM outsourcing for international brands.
In 2008, Dan Yuting started her third business, founding BOOX.
Go Global Insider's Take:
From a 61-year-old founder's three ventures to an e-ink screen business generating RMB 1 billion annually with 60% of revenue from overseas, BOOX's story tells Chinese hardware exporters: within a seemingly "outdated" category, redefining the product can reopen the market.
When Kindle left China, many thought the golden age of e-ink screens was over. But BOOX, through sixteen years of deep overseas cultivation, proved one thing: when a category is redefined as a productivity tool, its ceiling is far higher than imagined.