Yajie specializes in apparel products in Japan. After entering the Amazon website in 2016, the business has developed rapidly. This is due to their strict quality control of products and high reputation and traffic on Amazon. Strict quality control is in line with Japanese consumers' attention to details. It is also the foundation for maintaining a positive evaluation rate of over 99%. At the same time, it has also seized opportunities during various peak sales seasons in Japan to improve the customer purchasing experience. This is a good start for Yajie to expand the globalization of its own brands in Japan.

” Yajie arrived in Japan in early 2016, and our sales increased tenfold from January to June. “

Yajie Network Technology is a cross-border e-commerce company that sells apparel products on Amazon, and has leading rankings in various categories of European Union, US, and Japanese sites. How did Yajie achieve a 10-fold increase in sales in half a year?How to maintain a positive review rate of over 99% and how to achieve an e-commerce company with a high level of popularity in the industry today?How many exciting details are hidden behind this?Today, we made a special visit to Yajie Network Technology to talk about Yajie's story with Fu Jian, their general manager.

Q: Please give us a brief introduction to Yajie Network Technology and its current business status on the Amazon website.

Yajie: We are from Yiwu, China. As we all know, Yiwu is a world-famous small commodity city, and it is also a city where traditional foreign trade and cross-border e-commerce are very prosperous. Yajie nurtured growth in such a general environment and was able to grow in cross-border e-commerce. We joined Amazon in 2014 and operate sites in the US, Japan, and the European Union. When we first decided to do cross-border e-commerce, in addition to Amazon, we also tried many websites. However, after a series of practices, we still feel that Amazon's branded operation is more in line with the expectations of our business transformation and upgrading.

After fully managing Amazon, we relied on high-quality products and detailed help from Amazon, and successfully occupied a leading position in various categories on each site. Currently, our monthly sales have exceeded 1 million US dollars.

Q: What led you to choose to enter Amazon's Global Store Japan site in 2016?

Yajie: Joining Japan this year is a very important decision we made. Before we discuss this topic, let's first talk about why you're selling on Amazon. Before joining cross-border e-commerce, we did B2B exports for foreign trade, and our main export destination was the United States. I first learned about Amazon's influence when I visited customers in New York in 2011, when customers told us that Amazon retail had had a certain impact on their local wholesale business. The speakers had no intention, and the listeners were interested, so we began to pay attention to Amazon and investigate the sales of various brands on Amazon. At the time, we had already discovered that some products on Amazon were cheaper than those sold at Walmart. Then in 2014, by chance in Shenzhen, we came across and learned about the Amazon website again. Since then, we have decided to do business on Amazon. What surprised me was the volume of sales on the first day. We only uploaded ten products with the attitude of trying them out, but actually sold 3 orders!It can be seen from this that Amazon really has a great influence in cross-border e-commerce.

Before Christmas 2015, a few of our friends visited Japan and visited the e-commerce environment in Japan. After going there, we discovered that the potential of Japan far exceeds that of other regions. In addition to superficial factors such as a developed economy, high consumption levels, and low logistics costs due to Japan's relatively closed investment environment, Japan's relatively closed investment environment has created many restrictions on foreign investment, yet Amazon can provide the most convenient and quick solution, eliminating complicated tasks such as registering a company in Japan. More importantly, Amazon has a great influence in Japan and is an e-commerce site often visited by locals.

Seeing so many favorable conditions, I think our opportunity has come. As a result, after returning home in January 2016, we immediately registered a Japanese account through Amazon Global Store, hired a professional Japanese-speaking team to assist us in our work, and officially embarked on the journey to develop Amazon Japan.

Q: Compared to the European and American stations you have visited before, what are the differences between the Japanese stations?

Yajie: The differences here are mainly reflected in differences in operating environments and differences in consumer behavior habits. With Amazon's help, we quickly overcome these differences. To be honest, compared to the huge appeal of the e-commerce environment in Japan, these differences are completely minor issues.

Deeply understand the needs and behavior habits of Japanese consumers: Before selling a product, we read a lot of feedback on similar products on Amazon to summarize customer needs and dissatisfaction; at the same time, during the sales process, we continuously improve the style and quality of our products based on customer feedback to better meet the tastes of local people. In the early days, we mainly obtained information on consumer preferences through Amazon's analysis of popular products and analysis of popular sales on e-commerce websites in Japan.

Controlling product quality and complying with compliance management in the Japanese region: Yajie has put a lot of effort into product quality assurance. Whether in Europe, America, or Japan, we all have the same strict implementation standards. The quality of products is controlled mainly through the following means:

Resolve differences in language communication and different cultures: When we formed the Japan Station team, we required employees to have a very high level of Japanese and be interested in communicating more with local people to understand the local culture to ensure the most accurate information feedback. At the same time, the Amazon Japan website and seller back office have Chinese versions, making our execution more worry-free and effortless.

Solve the problems of logistics channels and cost control: Yajie's local delivery in Japan is completed through FBA. Because we believe that only FBA can provide the highest quality and most cost-effective service. In terms of cost control, we mainly achieve it by refining a small number of SKUs. Only when SKUs are few and more popular can we achieve good quality and low prices, provide customers with high-quality products, and control procurement costs.

Increase marketing efforts: We make full use of Amazon's in-site product promotion resources. Amazon itself has many advertising campaigns, and these activities have greatly increased the visibility of our products. When new products are released, Amazon's own resources are also used for marketing and promotion. In fact, as far as the Japanese region is concerned, the competition here is relatively small. As long as the products are selected well, the listing is optimized, and with excellent FBA logistics, the sales situation is already very optimistic.

Q: In what ways did Amazon help Yajie's success in Japan?

Yajie: I think the most important help Amazon has given us is in terms of logistics and promotion of in-site activities. First, Amazon gave us a lot of professional advice on logistics, so we didn't take detours when choosing a logistics provider; secondly, Amazon also gave us many opportunities to participate in site activities, which greatly helped increase sales. For example, on Prime Day this year, the flash sale of a single item sold over 1,000 orders, which is a very good result.

In addition to this, Amazon also invited us to participate in officially organized training and seller meetings. For example, at the seller training held in Hangzhou in August, we had the pleasure of meeting a Japanese category manager. He provided a lot of useful products and information on the habits of Japanese customers, giving us a more in-depth understanding of Amazon and Japanese consumers.

This help has played a big part in maintaining excellent seller performance. Our feedback rating remains 99%-100%, and the seller's back office account health has always been a perfect score. Good seller performance is the foundation for winning buyers' trust. Yajie hasn't been in Japan for a long time, but it's growing very fast. From January to June, sales increased tenfold. Facing the future, we are confident we can do better.

Q: After successfully entering Japan in early 2016, what are Yajie's long-term visions and plans for 2017?

Yajie: As far as individual country sites are concerned, the Japan site is currently our second priority other than the US site, and it is also a region we need to focus on developing in the future. Our long-term vision is to build the most popular brand among consumers in the apparel category. Furthermore, we hope to make consumers truly stick to our brand through the Amazon website; finally, product development will gradually shift to focusing on products that are original and have independent intellectual property rights.

Amazon is a global e-commerce site, and we want our brand to be accepted by the world. We have just taken the first step on the path to globalizing our brand. In the future, we hope that with Amazon's help, our own brands will be accepted by consumers all over the world, and our own brands will completely become “global brands”!

For Amazon, it is very satisfying to see “Made in China” go global through Amazon and build a global brand. Of course, I have to say that achieving a “global brand” is a long process, and it is not something that can be done overnight. On the way forward, Amazon is looking forward to more companies like Yajie appearing. Here, we begin to dream and nurture our dreams, and look forward to one day seeing sellers enjoy the fruits of their dreams.