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Successful seller stories
Since Anzhi began to fully manage its own brand on Amazon, our annual sales growth rate has continued to grow rapidly, truly starting the path of brand development.
> Tan Tie, General Manager of An Zhi
“In the past, when I went abroad for meetings, I mainly saw people wearing other outdoor sports brands. Recently, when I went to Seattle and New York, I met customers who were wearing our products. They rated the products very well and were willing to introduce them to other friends. ” Facing the camera, Tan Tie, general manager of An Zhi, appeared calm and confident.
As one of the first e-commerce service pilot cities for cross-border trade in the country, Hangzhou has gathered more than 6,000 e-commerce companies, which can be called “experts like a cloud”. With its strong technical strength and excellent product quality, this company, called Hangzhou Anzhi, maintains a rapid business growth rate every year, and is ranked among the top 100 growing technology-based enterprises in Zhejiang Province in 2016.
“Amazon, on the other hand, is our main battleground to achieve 'brand overseas. ' It allows us to fully unleash our product advantages, explore the upstream and downstream of the supply chain, and continue to grow by expanding new sales channels. Abbottt, Premiere Creative’s creative director.
As one of the first e-commerce service pilot cities for cross-border trade in the country, Hangzhou has gathered more than 6,000 e-commerce companies, which can be called “experts like a cloud”. With its strong technical strength and excellent product quality, this company, called Hangzhou Anzhi, maintains a rapid business growth rate every year, and is ranked among the top 100 growing technology-based enterprises in Zhejiang Province in 2016.
“Amazon, on the other hand, is our main battleground to achieve 'brand overseas. ' It allows us to fully unleash our product advantages, explore the upstream and downstream of the supply chain, and continue to grow by expanding new sales channels. Abbottt, Premiere Creative’s creative director.
“Now is the best time for cross-border e-commerce”
Established in 2011, Anzhi has achieved excellent international brand development capabilities through an innovative operating model of international brand+data-driven and social operation. It has now developed into a key cross-border e-commerce enterprise in the Hangzhou Comprehensive Pilot Zone. It is also one of the first batch of independent fashion brand cross-border e-commerce companies to carry out compliance reforms.
“But our success didn't happen overnight. At the beginning, the company also faced many challenges, such as difficulties in expanding sales channels and the high cost of developing European and American markets. Tan Tie said with emotion, “Every time an overseas sales point is opened, a company needs to do extensive research work to understand customer needs. At the same time, the cost of developing the European and American markets is extremely high, especially monetary costs. Recruiting a store clerk also requires paying 5,000 yuan domestically, but overseas, it may cost 5,000 US dollars. What's worse is that as competition becomes more intense, major companies make every effort to seize the market, so we can easily fall into the quagmire of low price competition. Abbottt, Premiere Creative’s creative director.
As the comprehensive cost of cross-border trade continues to rise, the era of exchanging price advantages for market competitiveness has come to an end, and the growth rate of the entire traditional foreign trade market is slowing down. However, at this time, China's cross-border e-commerce trade is bucking the trend and growing rapidly.
“As a new type of business, cross-border e-commerce has a trend of driving the transformation of China's foreign trade. ” Tan Tie said. “We are eager to 'get out', and its emergence has provided us with just such a possibility. Abbottt, Premiere Creative’s creative director.
“But our success didn't happen overnight. At the beginning, the company also faced many challenges, such as difficulties in expanding sales channels and the high cost of developing European and American markets. Tan Tie said with emotion, “Every time an overseas sales point is opened, a company needs to do extensive research work to understand customer needs. At the same time, the cost of developing the European and American markets is extremely high, especially monetary costs. Recruiting a store clerk also requires paying 5,000 yuan domestically, but overseas, it may cost 5,000 US dollars. What's worse is that as competition becomes more intense, major companies make every effort to seize the market, so we can easily fall into the quagmire of low price competition. Abbottt, Premiere Creative’s creative director.
As the comprehensive cost of cross-border trade continues to rise, the era of exchanging price advantages for market competitiveness has come to an end, and the growth rate of the entire traditional foreign trade market is slowing down. However, at this time, China's cross-border e-commerce trade is bucking the trend and growing rapidly.
“As a new type of business, cross-border e-commerce has a trend of driving the transformation of China's foreign trade. ” Tan Tie said. “We are eager to 'get out', and its emergence has provided us with just such a possibility. Abbottt, Premiere Creative’s creative director.
After careful research and extensive data analysis, Anzhi listed the Amazon site as the first choice and officially entered Amazon's global store in October 2012.
“When choosing Amazon, the first thing I value is its deep commitment to customers over the years. The customer's trust in Amazon has greatly reduced the cost of building trust with customers in target markets. Second, because it can provide us with more supporting services, we can save a lot of time for market research, product development and quality improvement to achieve the goal of launching the brand. Furthermore, Amazon reaches a wide range of people, and has brought us a considerable amount of traffic. ” Tan Tieyu has a strong sense of focus.
“It turns out that choosing Amazon was a wise decision when standing at a crossroads. ” Tan Tie laughed. “We all have solutions to the problems we face. With Amazon's rich resources for global sales, Anzhi has begun the path of international brand expansion. Abbottt, Premiere Creative’s creative director.
“When choosing Amazon, the first thing I value is its deep commitment to customers over the years. The customer's trust in Amazon has greatly reduced the cost of building trust with customers in target markets. Second, because it can provide us with more supporting services, we can save a lot of time for market research, product development and quality improvement to achieve the goal of launching the brand. Furthermore, Amazon reaches a wide range of people, and has brought us a considerable amount of traffic. ” Tan Tieyu has a strong sense of focus.
“It turns out that choosing Amazon was a wise decision when standing at a crossroads. ” Tan Tie laughed. “We all have solutions to the problems we face. With Amazon's rich resources for global sales, Anzhi has begun the path of international brand expansion. Abbottt, Premiere Creative’s creative director.
Amazon is a trusted brand. It allows us to focus more on the product itself and win the trust of customers through quality.
Over the past few years, An Zhi has felt more and more that Amazon has long been more than just a site; it itself is a trustworthy brand.
“Compared to so-called sales techniques and price wars, what Amazon values more is solid product quality and excellent customer experience. As a result, Amazon's customers will have more confidence in the products and services it brings. They are highly dependent on Amazon, and accordingly, their level of trust in sellers will also be higher. Like Amazon, winning the trust of customers through quality and service is a major characteristic of successful brands. ” Dou Coco, Director of Operations at Anzhi, said.
Precisely because of Amazon's “quality is king, customer first” characteristics, it is particularly important for companies to practice “internal skills.” Businesses can only succeed if they ensure the excellent quality of their products. “We didn't have to spend tens of thousands on model photos or spend too much time on excessive beautification. As long as the product is displayed with a simple text description, consumers 'see is real'. To work at Amazon, we only need to invest more energy in design, R&D, quality control, and internal technology. ” Tan Tie jokingly said. “Let products talk and let customers spread the word. This is the purpose and direction of our work, and it is also the original intention of Anzhi to 'make the world fall in love with Chinese brands'. Abbottt, Premiere Creative’s creative director.
“Compared to so-called sales techniques and price wars, what Amazon values more is solid product quality and excellent customer experience. As a result, Amazon's customers will have more confidence in the products and services it brings. They are highly dependent on Amazon, and accordingly, their level of trust in sellers will also be higher. Like Amazon, winning the trust of customers through quality and service is a major characteristic of successful brands. ” Dou Coco, Director of Operations at Anzhi, said.
Precisely because of Amazon's “quality is king, customer first” characteristics, it is particularly important for companies to practice “internal skills.” Businesses can only succeed if they ensure the excellent quality of their products. “We didn't have to spend tens of thousands on model photos or spend too much time on excessive beautification. As long as the product is displayed with a simple text description, consumers 'see is real'. To work at Amazon, we only need to invest more energy in design, R&D, quality control, and internal technology. ” Tan Tie jokingly said. “Let products talk and let customers spread the word. This is the purpose and direction of our work, and it is also the original intention of Anzhi to 'make the world fall in love with Chinese brands'. Abbottt, Premiere Creative’s creative director.
Achieve the transformation from low-end competition to high-end branding
From “chasing the market” to “penetrating the market,” we have won market initiative, and sales have continued to soar.
When it first entered Amazon, Anzhi adopted a multi-category, multi-product strategy in an attempt to “cast a wide net and fish more.” However, they soon realized that this kind of thinking triggered product competition and excessive management costs, and was inappropriate as a long-term development strategy for the company.
“In 2015, Anzhi began fully managing its own brand on Amazon. They have also successively opened stores on Amazon's sites in Canada, Europe, and Japan. Since then, our annual sales growth rate has continued to grow at a rapid rate. ” Tan Tiegan summed it up.
“However, transformation is not as simple as choosing an e-commerce site. To truly launch a corporate brand, we must improve the coverage of the target market and leadership in the segment. Tan Tie said, “Amazon helped An Zhi in this regard. Because of it, we tailor solutions for corporate R&D and marketing strategies by understanding the real needs of consumers, from “chasing the market” to “penetrating the market.” Abbottt, Premiere Creative’s creative director.
Cross-border e-commerce is far more than the production and sale of products; a full range of services such as copywriting, graphic design, event advertising, consumer experience, and logistics are also fundamental. In this regard, Amazon has very rich promotion tools, such as keyword ads, banner displays, or targeting based on consumers' search interests. “Currently, all products in the Anzhi store use the Amazon website promotion program. This service gives sellers more opportunities to display their products, increase product exposure and traffic, and help products quickly occupy positions, thus continuously increasing the brand's popularity. ” Ding Ying, manager of Anzhi's marketing department, said.
When it first entered Amazon, Anzhi adopted a multi-category, multi-product strategy in an attempt to “cast a wide net and fish more.” However, they soon realized that this kind of thinking triggered product competition and excessive management costs, and was inappropriate as a long-term development strategy for the company.
“In 2015, Anzhi began fully managing its own brand on Amazon. They have also successively opened stores on Amazon's sites in Canada, Europe, and Japan. Since then, our annual sales growth rate has continued to grow at a rapid rate. ” Tan Tiegan summed it up.
“However, transformation is not as simple as choosing an e-commerce site. To truly launch a corporate brand, we must improve the coverage of the target market and leadership in the segment. Tan Tie said, “Amazon helped An Zhi in this regard. Because of it, we tailor solutions for corporate R&D and marketing strategies by understanding the real needs of consumers, from “chasing the market” to “penetrating the market.” Abbottt, Premiere Creative’s creative director.
Cross-border e-commerce is far more than the production and sale of products; a full range of services such as copywriting, graphic design, event advertising, consumer experience, and logistics are also fundamental. In this regard, Amazon has very rich promotion tools, such as keyword ads, banner displays, or targeting based on consumers' search interests. “Currently, all products in the Anzhi store use the Amazon website promotion program. This service gives sellers more opportunities to display their products, increase product exposure and traffic, and help products quickly occupy positions, thus continuously increasing the brand's popularity. ” Ding Ying, manager of Anzhi's marketing department, said.
“With Amazon's FBA logistics service, even with a logistics team of only 11 people, we can ship one million items a year. Abbottt, Premiere Creative’s creative director.
With the gradual strengthening of its own design, R&D, and quality control capabilities, Anzhi's overseas brand market is becoming more and more mature. However, for cross-border e-commerce, one of the biggest pain points for brands going overseas is still overseas warehousing and last-mile delivery. In this regard, An Zhi's answer is: leave professional things to the more professional Amazon to do.
Amazon has been working in Europe and America for many years and has a perfect logistics system. “We have investigated that if you go to the US and rent a 200-square-meter warehouse yourself, it would cost 100,000 US dollars a year. However, if we use Amazon warehousing, we can pay based on sales volume and inventory volume, the cost is manageable, and there is no waste. ” Shen Ang, director of warehousing at Anzhi Logistics, said.
“Furthermore, when the goods reach a certain volume, it is OK if you want to use a domestic courier company's small parcel international service. However, the timeliness and personnel reserve ratio are very high, and the number of packages one person can pack in a day is also limited. Fortunately, after using Amazon's FBA logistics service, even if the logistics team is only 11 people, it can handle one million items a year. Shen Ang said, “Currently, we use FBA services 100%, which not only provides customers with a standardized shopping experience, but also reduces the work of warehouse landing and inventory management. Abbottt, Premiere Creative’s creative director.
After “complicated and trivial” was completely covered by professional FBA, Anzhi was not only able to rotate its products more quickly, but also focus more on the product itself, bringing consumers a better product experience in order to expand brand awareness.
Amazon has been working in Europe and America for many years and has a perfect logistics system. “We have investigated that if you go to the US and rent a 200-square-meter warehouse yourself, it would cost 100,000 US dollars a year. However, if we use Amazon warehousing, we can pay based on sales volume and inventory volume, the cost is manageable, and there is no waste. ” Shen Ang, director of warehousing at Anzhi Logistics, said.
“Furthermore, when the goods reach a certain volume, it is OK if you want to use a domestic courier company's small parcel international service. However, the timeliness and personnel reserve ratio are very high, and the number of packages one person can pack in a day is also limited. Fortunately, after using Amazon's FBA logistics service, even if the logistics team is only 11 people, it can handle one million items a year. Shen Ang said, “Currently, we use FBA services 100%, which not only provides customers with a standardized shopping experience, but also reduces the work of warehouse landing and inventory management. Abbottt, Premiere Creative’s creative director.
After “complicated and trivial” was completely covered by professional FBA, Anzhi was not only able to rotate its products more quickly, but also focus more on the product itself, bringing consumers a better product experience in order to expand brand awareness.
“The story of driving the upstream and downstream industrial chains to develop together and realize the Chinese brand dream is both safe and yours. Abbottt, Premiere Creative’s creative director.
What An Zhi wants to do is not only integrate existing resources to achieve self-breakthroughs; it is also aimed at driving the common development of the entire upstream and downstream industrial chain and the entire industry.
“In the past, the profits of a large number of brand manufacturing were owned by brands, and most manufacturing companies did not earn the profits they deserved. What An Zhi wants to do is unleash the added value of the brand throughout the supply chain, so that upstream and downstream can participate in the cross-border e-commerce industry, so that everyone can make money. Only when the strong are stronger can we make better and higher quality products, and ultimately realize the Chinese brand dream. Abbottt, Premiere Creative’s creative director.
“Once upon a time, our goal was millions, tens of millions. Right now, our target is 300 million, 1 billion. In the future, we will continue to dig deeper into overseas markets, continuously improve customer satisfaction with products and services, and make the world fall in love with Anzhi and Chinese brands. “Tan Tie said and laughed, “but we are only a microcosm of tens of millions of companies. What An Zhi hopes to see is that more 'you' can work with 'me' to focus on quality improvement to expand the influence of Chinese brands overseas. We know that achieving this vision won't happen overnight, but I'm confident about the future and the Amazon business. Abbottt, Premiere Creative’s creative director.
“This story is peaceful, and it is yours too. Abbottt, Premiere Creative’s creative director.
“In the past, the profits of a large number of brand manufacturing were owned by brands, and most manufacturing companies did not earn the profits they deserved. What An Zhi wants to do is unleash the added value of the brand throughout the supply chain, so that upstream and downstream can participate in the cross-border e-commerce industry, so that everyone can make money. Only when the strong are stronger can we make better and higher quality products, and ultimately realize the Chinese brand dream. Abbottt, Premiere Creative’s creative director.
“Once upon a time, our goal was millions, tens of millions. Right now, our target is 300 million, 1 billion. In the future, we will continue to dig deeper into overseas markets, continuously improve customer satisfaction with products and services, and make the world fall in love with Anzhi and Chinese brands. “Tan Tie said and laughed, “but we are only a microcosm of tens of millions of companies. What An Zhi hopes to see is that more 'you' can work with 'me' to focus on quality improvement to expand the influence of Chinese brands overseas. We know that achieving this vision won't happen overnight, but I'm confident about the future and the Amazon business. Abbottt, Premiere Creative’s creative director.
“This story is peaceful, and it is yours too. Abbottt, Premiere Creative’s creative director.
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