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Successful seller stories
Amazon Business helped us win tens of millions of dollars in sales, successfully sounded the golden bell for listing; began the path of overseas independent brands and became a global supplier.
> Xiang Lehong, Chairman of Lego
The secret behind “15 years to sharpen one sword and achieve the dream of going public” is...
“In the present world, the predecessor of music, we have experienced two important eras. The first was the late 90s, the era of China's reform and opening up, and the export of goods. The second one was in 2009. At that time, I anticipated that China's exports would change, and an era might come. This era is called B2C. We were very lucky to seize these two opportunities. However, some things can actually be done, and I must have paid countless tuition fees before slowly growing up. If you slack off or give up at any point, you won't have today's music. ” Xiang Lehong, chairman of Lego, laughed cheerfully.
“We actually had to thank Amazon and Amazon Business all the way up until we went public. With its high-quality resources and services, we not only discovered the B-side business, a “rich mine” with huge potential, and achieved a nearly 39-fold increase in sales; we also launched an international layout strategy, which eventually became the first cross-border e-commerce stock issued by an IPO in China. Abbottt, Premiere Creative’s creative director.
“We actually had to thank Amazon and Amazon Business all the way up until we went public. With its high-quality resources and services, we not only discovered the B-side business, a “rich mine” with huge potential, and achieved a nearly 39-fold increase in sales; we also launched an international layout strategy, which eventually became the first cross-border e-commerce stock issued by an IPO in China. Abbottt, Premiere Creative’s creative director.
Focusing on the field of ergonomics, accumulating energy for 15 years to ring the bell for listing
It has been almost 16 years since Lego was founded. Based on ergonomic technology, it has launched innovative ergonomic products around the two major scenarios of office and home, bringing consumers a healthy work style and home experience. Domestically, its products are widely used in various fields such as the Internet, finance, and education. Globally, it has successively set up marketing branches to accelerate the global marketing of enterprises. Today, it has become a “big brand” on Amazon Business, bringing healthy lives to tens of millions of consumers in 75 countries and regions. However, until 2014, Lego was only an export-oriented company that mainly did “accessories.” ;
“In 2013, Lego tested the waters of foreign trade to cross-border e-commerce. We found many products that were not developed or manufactured by ourselves to be sold in cross-border e-commerce. As a result, we found that the homogenization of products is serious, and the cruel low price competition strategy has become the choice of most companies. As a result, we have accumulated a large amount of inventory, and we have run into ashes. ” Looking back on the past, Chairman Xiang Lehong was astonished. “After that, we began to reflect on why not take control of the front end ourselves and increase the competitiveness of our products. As a result, Lego set its sights on MRB2C, the B2C model of manufacturing plus research and development. We sent the company's original branded monitors and TV shelves to Amazon. Hey, this trick actually worked. After about 10 months, the company achieved overall profit, and sales continued to rise. "
2014 was a watershed moment in Lego's development, and the company began exploring the possibility of free brand business development. Combined with the foreign trade experience accumulated over a long period of time, Lege felt that health was the future trend, and began to focus on the field of ergonomics.
“Since then, Lego has put more effort into research, collecting reviews on Amazon, and studying customer needs to support the company's front-end category development and product design. Then, let's apply for patents and copyrights. In this way, Lego successfully transformed from an OEM trading and export company selling goods to an international enterprise with its own brand and independent intellectual property rights. “Speaking about this experience, Chairman Xiang Lehong is very sure.
After entering Amazon, Lego received inquiries and orders from overseas corporate customers one after another, which made Chairman Xiang Lehong keenly smell the blue ocean of business opportunities for product companies to buy the market. In 2016, coinciding with Amazon's launch of Amazon Business for Chinese sellers, Lego couldn't wait to choose the right office products and officially enter the B-side market.
Amazon Business has the characteristics of a large selection of products, convenient transactions, and competitive prices. It has attracted more than 1.24 million enterprise customers around the world, and has a high buyer stickiness and repurchase rate. Today, Chinese sellers can also directly reach high-quality customers from the five major sites in the US, Germany, UK, Japan, and France through it. What is even more gratifying is that it perfectly overcomes the problem of long-tail procurement, which has helped Lego open the doors of opportunities in the global corporate buyer market more quickly.
“Since then, Lego has put more effort into research, collecting reviews on Amazon, and studying customer needs to support the company's front-end category development and product design. Then, let's apply for patents and copyrights. In this way, Lego successfully transformed from an OEM trading and export company selling goods to an international enterprise with its own brand and independent intellectual property rights. “Speaking about this experience, Chairman Xiang Lehong is very sure.
After entering Amazon, Lego received inquiries and orders from overseas corporate customers one after another, which made Chairman Xiang Lehong keenly smell the blue ocean of business opportunities for product companies to buy the market. In 2016, coinciding with Amazon's launch of Amazon Business for Chinese sellers, Lego couldn't wait to choose the right office products and officially enter the B-side market.
Amazon Business has the characteristics of a large selection of products, convenient transactions, and competitive prices. It has attracted more than 1.24 million enterprise customers around the world, and has a high buyer stickiness and repurchase rate. Today, Chinese sellers can also directly reach high-quality customers from the five major sites in the US, Germany, UK, Japan, and France through it. What is even more gratifying is that it perfectly overcomes the problem of long-tail procurement, which has helped Lego open the doors of opportunities in the global corporate buyer market more quickly.
Up to now, the purchase amount of Lego's corporate and institutional buyers has reached tens of millions of US dollars.
and has maintained 110% growth
and has maintained 110% growth
“Today, hundreds of corporate customers purchase our products on a regular basis. “Talking about Lego's development today, Chairman Xiang Lehong is very proud.” Using the advantages of Amazon's global site and Amazon Business's professional seller tools, we have finally enabled our own brand to go overseas, making it the first cross-border e-commerce share to be issued by an IPO in China. Abbottt, Premiere Creative’s creative director.
“Amazon Business has brought Lego's products to life,
Our Le Xiaobai won the CES Design Award in one fell swoop
Our Le Xiaobai won the CES Design Award in one fell swoop
However, brand building does not happen overnight. To make a “warm brand” flow for a long time, companies need to polish products, teams, and services at multiple levels
” We have set up a dedicated big data team to understand market needs by analyzing customer reviews on the site. Then, technical precipitation is carried out to make this product unique. Taking a health car as an example, we learned that consumers want their usual fitness products to be quick and easy to install and easy to move around. After digging deeper into demand, we designed and improved the product structure, developed a new Pinot Noble Xiaobai, and won the CES Design Award in one fell swoop. We are very optimistic about this product and will focus on promoting it this year. ” Facing the camera, Dr. Zheng Xiangming, Deputy Technical Manager of Lego Ergonomics Technology Co., Ltd., couldn't help but be excited.
” We have set up a dedicated big data team to understand market needs by analyzing customer reviews on the site. Then, technical precipitation is carried out to make this product unique. Taking a health car as an example, we learned that consumers want their usual fitness products to be quick and easy to install and easy to move around. After digging deeper into demand, we designed and improved the product structure, developed a new Pinot Noble Xiaobai, and won the CES Design Award in one fell swoop. We are very optimistic about this product and will focus on promoting it this year. ” Facing the camera, Dr. Zheng Xiangming, Deputy Technical Manager of Lego Ergonomics Technology Co., Ltd., couldn't help but be excited.
At the same time, through the development of the B-side business on Amazon Business, Lego has also achieved a transformation from selling popular single products to providing customers with high-value-added “combo punch” solutions. Take a B-side customer as an example. After communicating his needs, his store consumption changed from a single item to a complete set of equipment, and the amount of a single purchase also rose from around 200 US dollars to more than 1,000 US dollars.
“Quality products are certainly the soul of an enterprise, but what we need to do is not only provide good products, but also bring warm and colorful experiences to users all over the world. Therefore, services are essential, and these services can bring more care and help to users. ” Chairman Xiang Lehong spoke cheerfully.
“That's why we have to go to the Amazon logistics system. Logistics has always been an insurmountable hurdle for cross-border e-commerce, but Amazon's FBA service helped us solve this problem. It helps us reduce logistics costs while improving the shopping experience for local customers, such as giving consumers value-added services such as 2-day delivery. When we first entered the US site, we immediately started FBA. At that time, more than 80% of the store's sales came from it. In 2016, we also launched FBA in five European countries and Japan. Now, Amazon is also providing an “upgraded version” for sellers who sell on all five major European sites — Pan-European FBA, or “One warehouse handles FBA in five European countries.” We send first-line logistics to one country in Europe, and then Amazon will deliver the products separately to consumers in other countries, saving us trouble and effort. ” Chairman Xiang Lehong said.
“In addition to this, we have established our own excellent business team integrating 'research, production and marketing' at home and abroad. We provide customers with more efficient, rich, careful and professional services without time differences. Now, we have vertically integrated market research, product planning, R&D and design, supply chain management, manufacturing, channel construction, brand marketing, and after-sales service to form a full value chain business model, hoping to bring consumers a better experience.
“Quality products are certainly the soul of an enterprise, but what we need to do is not only provide good products, but also bring warm and colorful experiences to users all over the world. Therefore, services are essential, and these services can bring more care and help to users. ” Chairman Xiang Lehong spoke cheerfully.
“That's why we have to go to the Amazon logistics system. Logistics has always been an insurmountable hurdle for cross-border e-commerce, but Amazon's FBA service helped us solve this problem. It helps us reduce logistics costs while improving the shopping experience for local customers, such as giving consumers value-added services such as 2-day delivery. When we first entered the US site, we immediately started FBA. At that time, more than 80% of the store's sales came from it. In 2016, we also launched FBA in five European countries and Japan. Now, Amazon is also providing an “upgraded version” for sellers who sell on all five major European sites — Pan-European FBA, or “One warehouse handles FBA in five European countries.” We send first-line logistics to one country in Europe, and then Amazon will deliver the products separately to consumers in other countries, saving us trouble and effort. ” Chairman Xiang Lehong said.
“In addition to this, we have established our own excellent business team integrating 'research, production and marketing' at home and abroad. We provide customers with more efficient, rich, careful and professional services without time differences. Now, we have vertically integrated market research, product planning, R&D and design, supply chain management, manufacturing, channel construction, brand marketing, and after-sales service to form a full value chain business model, hoping to bring consumers a better experience.
Up to now, Lego's B-side sales volume has reached about 39 times that of 2016.
The B-side market is our key business area.
The B-side market is our key business area.
“In terms of product attributes, many are personal purchases, and many are purchased by companies for everyone to use. Well, in terms of channel models, some target individual consumers, and others target businesses. Amazon is very smart. Amazon Business was launched at this time, giving Chinese sellers more opportunities and channels to maintain a large number of users. I think everyone should seize this opportunity. On Amazon, we need to work with both hands to further expand Lego's overseas business segment. ” said Chen Xulian, Director of Operations of Lego's Overseas Brand Division.
“Amazon Business provides a range of tools that have helped us quickly increase our brand exposure. We are the first seller to apply for DOTD resources in 2018. When users open the Amazon app, the first thing they see is DOTD, which has a very high traffic exposure rate. After use, the number of daily DOTD visits to one of our products increased more than 1000 times compared to the previous day. “It's hard to hide the excitement of Chen Xulian, the director of operations of Lego's Overseas Brands Division.
“In addition to DOTD resources, Amazon Business has also launched a variety of professional seller tools and advantageous resources for business and institutional sellers, including tiered pricing, seller information, seller certification programs, additional product information, Amazon Spot Buy mechanisms, and RFX features. This has enabled us to rapidly improve our brand reputation among our overseas customer base. Abbottt, Premiere Creative’s creative director.
Through Amazon Business, Lego created its own “success studies” and achieved explosive business growth. Up to now, the company's B-side sales volume has reached about 39 times that of 2016, and there is still potential for growth. This made Lego feel more and more that the B-side market is a key business area for enterprise development.
“In 2017, we successfully sounded the bell for listing on the Shenzhen Stock Exchange. Amazon and Amazon Business contributed greatly. Chairman Xiang Lehong summed it up, “The data shows that in the same year's cross-border e-commerce business, Amazon accounted for a very high share of sales. This has added a lot of points to Lego's path to the market, and I hope it will inspire more aspiring Chinese sellers. Abbottt, Premiere Creative’s creative director.
“Amazon Business provides a range of tools that have helped us quickly increase our brand exposure. We are the first seller to apply for DOTD resources in 2018. When users open the Amazon app, the first thing they see is DOTD, which has a very high traffic exposure rate. After use, the number of daily DOTD visits to one of our products increased more than 1000 times compared to the previous day. “It's hard to hide the excitement of Chen Xulian, the director of operations of Lego's Overseas Brands Division.
“In addition to DOTD resources, Amazon Business has also launched a variety of professional seller tools and advantageous resources for business and institutional sellers, including tiered pricing, seller information, seller certification programs, additional product information, Amazon Spot Buy mechanisms, and RFX features. This has enabled us to rapidly improve our brand reputation among our overseas customer base. Abbottt, Premiere Creative’s creative director.
Through Amazon Business, Lego created its own “success studies” and achieved explosive business growth. Up to now, the company's B-side sales volume has reached about 39 times that of 2016, and there is still potential for growth. This made Lego feel more and more that the B-side market is a key business area for enterprise development.
“In 2017, we successfully sounded the bell for listing on the Shenzhen Stock Exchange. Amazon and Amazon Business contributed greatly. Chairman Xiang Lehong summed it up, “The data shows that in the same year's cross-border e-commerce business, Amazon accounted for a very high share of sales. This has added a lot of points to Lego's path to the market, and I hope it will inspire more aspiring Chinese sellers. Abbottt, Premiere Creative’s creative director.
In the future, we will unswervingly follow the steps of Amazon and Amazon Business.
Help the development of the big health industry and become a global supplier.
“There is a saying that time doesn't wait. Mobile Internet and the Internet of Things are developing rapidly. We need to seize this opportunity to seize the changes in the industry. Speaking about his vision for the future, Chairman Xiang Lehong spoke loudly, “The future will definitely be a healthy era, and people will return to the concept of healthy living. I hope our products and services will continue to use data as a means to continue moving in the direction of greater health for 15, 50, or even 100 years. "
“As far as I know, Amazon's strategy is to lay out the next generation trade chain to help more high-quality Chinese companies become suppliers around the world. As a practitioner in the big health industry, there is no doubt that Lego will unswervingly follow the pace of Amazon and Amazon Business into the world. Abbottt, Premiere Creative’s creative director.
“As far as I know, Amazon's strategy is to lay out the next generation trade chain to help more high-quality Chinese companies become suppliers around the world. As a practitioner in the big health industry, there is no doubt that Lego will unswervingly follow the pace of Amazon and Amazon Business into the world. Abbottt, Premiere Creative’s creative director.
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