Niche innovation expands internationally – xTool’s efforts in consumer laser-engraving machinery.

      Credit: xTool

      In the consumer laser equipment industry, a Shenzhen-based Chinese brand is redefining conventional industrial devices through cutting-edge technology. xTool, the smart digital tool brand operated by Maker Works Technology Co., Ltd., has been fostering personal creativity and manufacturing since its inception in 2021. Its products are utilized in over 60 countries, establishing the company as a pioneer in desktop laser engraving solutions.

      A Bold Shift in Focus: From Educational Robots to Laser Engraving

      xTool's parent company, Makeblock, was previously recognized for its STEAM educational robots. In 2020, the team identified a gap in the overseas market for portable laser devices among DIY enthusiasts and made a significant shift in strategy.

      The company's inaugural product, the xTool M1 (released in 2021), featured a dual “laser + blade cutting” design that attracted considerable market attention, securing $2.6 million on Kickstarter and ranking as the top-funded laser project that year. This transition not only propelled the company's annual revenue past one billion yuan ($139 million) but also opened new opportunities in the consumer laser equipment market.

      Bringing Industrial-Grade Precision Home

      xTool's advantage stems from its technological advancements. The flagship model, the xTool P2, is equipped with a 55W CO₂ laser tube that can cut through 18mm walnut wood or 20mm acrylic in a single pass, maintaining a precision of 0.08mm. The xTool F1 Ultra utilizes dual 20W fiber lasers, achieving engraving speeds of 10,000 mm per second.

      Additionally, the company has developed its proprietary software, XCS, which includes AI-driven material recognition to automatically adjust optimal parameters for over 20 materials, including wood, leather, and acrylic. xTool claims this feature reduces the learning curve by 60%. Users can upload a design file, and the system will automatically map out the engraving path—providing professional-quality output even for novice users.

      Redefining Applications: From Home Studios to Production Lines

      xTool’s product range now encompasses the entire creative workflow. The M1 Ultra, a versatile four-in-one device that integrates laser engraving, blade cutting, inkjet printing, and pen drawing, acts as a comprehensive workstation for hobbyists and makers. The P2 series, featuring a 3-meter conveyor feeder, facilitates the processing of larger items such as door signs and panels.

      The company's newest garment printing machine further advances automation, streamlining the process from digital design to completed apparel. With a production cost of approximately $5 per T-shirt, the system provides small studios and independent creators with a new opportunity for enhanced profitability.

      Global Expansion in a Niche Market – xTool’s Overseas Growth

      By utilizing a Direct-to-Consumer (DTC) model that integrates independent e-commerce sites with Amazon, xTool offers three-day delivery in North America and boasts after-sales response times that are twice as fast as its competitors. The company's pyramid-style influencer strategy combines in-depth reviews from leading creators with scenario-based content co-created with micro-influencers who have 10,000–100,000 followers. In 2025, its latest garment printing machine raised $5.69 million on Kickstarter.

      Transitioning from educational robots to a leader in laser engraving, xTool has demonstrated over the past four years that aligning technological innovation with user needs allows niche markets to sustain high-quality, innovative brands. Based in Shenzhen, xTool continues to broaden the possibilities of personal creation, launching 4-6 new products every year.

      Jessie Wu is a tech reporter based in Shanghai. She reports on consumer electronics, semiconductors, and the gaming industry for TechNode. Reach her via email: [email protected]. More from Jessie Wu.