AI glasses, a sure-winning tool? A Chinese outdoor brand ventures into Dubai, attracting over 80 Middle Eastern customers daily and tapping into the "sunshine economy" in the Middle Eastern desert!

Standing in front of the Dubai World Trade Center, Zhang Enwei looked at the bustling Chinese faces and felt a surge of pride. 600 years ago, Zheng He's fleet sailed with silk and porcelain; now, he brought ONEFOREST's photovoltaic canopy and smart outdoor equipment, planting a seed of Chinese innovation in the Middle Eastern desert. The "black technology" tool on his face: AI glasses, has become the biggest help on his gold-seeking road in Dubai, receiving about 80 Middle Eastern buyers every day.

01

New choices for startups amid the wave of going global

Zhang Enwei is not a "traditional outdoor enthusiast"; he prefers to call himself a "vintage internet person." His career began in the PC era at Alibaba and also spanned the mobile internet age with companies like Smartisan and LeEco.

However, when the wave of going global swept in, this "Cambrian era" trendsetter chose to pivot, founding the outdoor tech brand: ONEFOREST. Through four modules - cargo system, desktop system, shading system, and photovoltaic system - it provides users with a one-stop outdoor solution.

"Our goal is very simple: to enable families around the globe to enjoy weekends under the sun," said Zhang Enwei. "And the Middle East market is precisely an important starting point for us to explore the global market."

In December 2024, Zhang Enwei took the first step of going global by making his debut at the 17th HOMELIFE UAE International Home Gifts Exhibition with two core products - the "all in one outdoor living room" and the "world's first photovoltaic canopy."

02
What did he do upon arriving in Dubai?

On the first day of landing in Dubai, Zhang Enwei found that the climate in the Middle East in December was particularly suitable for outdoor activities. Before going to the exhibition hall, he chose to visit two places: Decathlon and the seaside, because only by experiencing the local life could he truly grasp the market demand.

"When I walked into Decathlon in Dubai, I was shocked. The customers here had extremely high purchasing power, but the prices were even more than twice as high as those in China," Zhang Enwei recalled.

The scenes of Dubai residents enjoying life by the sea also gave him new inspiration. To better showcase ONEFOREST's products, Zhang Enwei and his team transformed their 18-square-meter booth into a seaside outdoor setting: "We brought the Middle Eastern sea to the venue, telling our customers that our products are tailor-made for you."

This immersive experience attracted a large number of buyers, so much so that by the end of the first day of the exhibition, their samples were sold out. Meanwhile, of the 150 potential customers invited through AI Hui Zhan (formerly Wang Zhan Mao) before the exhibition, more than 30 showed up on the first day. "The enthusiasm of the customers exceeded our expectations, which further convinced us that our products meet the needs of the Middle East market," Zhang Enwei recalled.

03
AI glasses' black technology assists,

communication and recording without barriers

During the exhibition, Zhang Enwei wore smart AI glasses developed by Miao Lan Te and Li Wei Ke companies throughout the event. It is reported that he received an average of over 80 customers per day and also met the Middle Eastern retail giant: LULU Group, with whom he had barrier - free communication. All the information from the communication was stored in real - time in the mobile APP via the AI glasses, allowing for timely review and follow - up.

He stated that although he considered his English proficiency to be good, he still encountered language barriers when going abroad, especially the accents in Saudi Arabia and the Middle East, which were difficult for him to understand at first. At this point, the real - time translation function of the AI glasses played a huge role.

In addition, the glasses' 10 - hour battery life on a full charge also helped him record and organize information efficiently. "After returning to the hotel in the evening, I can easily review the communication content of the day and promptly contact potential customers," he said. "This high - density information - gathering capability is something we have never experienced before."

04

Five Key Takeaways:

Becoming the Zheng He's Fleet of the New Era

During this trip to Dubai, Zhang Enwei summarized five key takeaways: 

• Language communication is a must - have: Even with fluent English, one may encounter language issues such as minor languages, and can use intelligent software and hardware tools like AI Hui Zhan and AI glasses to deal with complex accents.

• High - density information - gathering scenarios: In the face of high - density information - gathering exhibition scenarios, intelligent devices like AI glasses can help enterprises efficiently record and organize important information at the exhibition.

• Deeply understand local culture: Only by experiencing local life can one truly grasp market demands.

• Build a business system: There are many channels for going global, among which exhibitions are an important way to expand multi - channel exports.

• Quickly iterate products: By going global and facing customers directly to understand market demands, and optimize designs according to market feedback to meet user needs.

The story of ONEFOREST is still unfolding, and Zhang Enwei's experience has also shown us the infinite possibilities of countless Chinese entrepreneurs in the wave of globalization. He said, "Thank this AI Age of Discovery, which allows us to become a member of the new Zheng He's fleet."

The 18th HOMELIFE UAE International Home Gifts Exhibition

June 11 - 13, 2025

Dubai World Trade Center

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