DJI Alumni's Outdoor Smart Grill Startup Secures $1M+ in Pre-sales
How a Chinese tech startup is disrupting the American grilling market
The DJI Connection
The rise of Chinese tech innovation has spawned numerous successful ventures from DJI's talent pool. Among these "DJI Gang" companies is Asmoke, a smart outdoor grill brand that's making waves in the American market.
In a significant development for the company, Asmoke secured angel round funding in November 2023 from investment firms backed by Professor Bing-Quan Gao and Professor Jie Gan.
By June 2024, the company had not only achieved over $1 million in pre-sales through crowdfunding but also completed Series A funding from Guangyuan Capital.
Breaking Into a Mature Market: The Asmoke Strategy
Asmoke, based in Shenzhen, represents an interesting pivot for its founder Vince, a former DJI employee. Unlike many of his peers who ventured into hardcore tech sectors like energy storage, robotics, or 3D printing, Vince focused on the intersection of food tech and smart hardware. "I wanted to bring digital innovation to the food and beverage experience," he explained in an interview.
Market Size and Cultural Significance
The outdoor grill market in the United States is substantial:
Annual sales: 20 million units
Installed base: >100 million units
Weekly summer grilling participation: 82% of Americans
Household ownership: 70% (HPBA data)
Technical Innovation in a Traditional Space
Asmoke developed proprietary ASCA™ (Automated Steam Cooking Application) technology, allowing users to infuse meats with flavors beyond traditional wood smoke. The system can convert any liquid—sauces, cooking wine, etc.—into flavor-infusing steam. The technology also includes an automated cleaning system that sweeps ash into a removable tray once the grill cools down.
Smart Temperature Control
Addressing a common pain point for novice grillers, Asmoke developed a PID algorithm-based temperature control system that monitors multiple heating zones and meat internal temperature, making professional-level results accessible to beginners.
Market Success Through Strategic Channels
Asmoke's latest product launch on Kickstarter in June 2024 raised $230,000 on its first day, eventually reaching $1.06 million in crowdfunding support. The company has built a strong presence across multiple channels:
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Distribution Strategy
Direct-to-Consumer: Through their website and crowdfunding platforms
Major Retailers: Available at Home Depot, Walmart, and Lowe's
E-commerce: Strong presence on Amazon, with one product reaching the top 30 in its category
Market Outlook
The global barbecue grill market is expected to grow from $4.986 billion in 2023 to $6.239 billion by 2030, with a CAGR of 3.3%. Within this market, the wood pellet grill segment has shown particularly strong growth, expanding from $500 million to nearly $2 billion in just eight years.
Key Takeaways
Asmoke's success demonstrates how Chinese hardware startups can effectively enter mature Western markets by combining technical innovation with deep understanding of local consumer culture. Their approach of focusing on a specific market segment, developing proprietary technology, and building a strong multi-channel presence offers valuable lessons for other companies looking to expand globally.
