Today, we are honored to invite Mr. Chen, the head of ANRAN's cross-border e-commerce business, to reveal to us how the company started from an inconspicuous small counter in Shenzhen, relied on the innovative combination of “solar+security” to break out a path in the Red Sea circuit where giants gather, and achieve explosive growth of B-side and C-end two-wheel drive.

The security camera market is experiencing an unprecedented explosion. The total global security camera market shipped a staggering 190 million units in 2023, and is expected to rise further to 260 million units by 2028 [1] — a blue ocean market worth tens of billions of dollars.

The founder of ANRAN saw the opportunity for security cameras with a keen eye. They started with an inconspicuous small counter in Shenzhen and gradually transitioned from domestic offline channels to overseas cross-border e-commerce. With their deep understanding of China's strong supply chain, they have flourished overseas.
In 2015, a key turning point came — ANRAN was the first to enter Amazon, perfectly combining the cost advantages of manufacturing in China with overseas traffic dividends, and quickly became the leading seller in the camera category.
Mr. Chen mentioned that overseas consumers have a high level of recognition for Amazon, and after the launch, Amazon's sales quickly became number one in all channels.
Meanwhile, in order to meet growing sales, they decided to build their own factory. After several expansions, ANRAN's production site quickly expanded from 2,000 square meters in 2016 to an impressive 22,000 square meters — in just a few years, production capacity increased by an astonishing 11 times!

In the field of security cameras, where competition is heated, the price war has long been unsustainable. The ANRAN team clearly realized that to achieve a real breakthrough, they must rely on product innovation and differentiated positioning to meet the most unique needs of the market segment.

Mr. Chen
From the beginning, we refused to follow the old path of low cost drainage. In fact, after years of development, domestic security technology has far surpassed overseas. Our product selection logic is very clear: in-depth insight into unique overseas needs, combined with technological iteration trends, development of differentiated products that truly solve problems, and continuous iterative optimization.

Case Study: The Surprising Power of Differentiated Product Selection
Mr. Chen
During our research, we saw that traditional security systems generally use a “main device+camera” separation design, which makes the installation process extremely complicated and the cost remains high. Mr. Chen mentioned that a Japanese customer spent 300,000 yen (about 15,000 yuan) during installation, and the installation fee even exceeded the product itself!
In response to this pain point, the ANRAN R&D team made a bold innovation and launched a spherical camera with a high degree of integration between the main unit and camera. It uses solar energy to continuously supply power independently, relies on Wi-Fi to transmit data, and is free from wiring restrictions such as circuits and network cables. Moreover, solar charging does not consume additional electricity. While being green and energy-saving, it also solves the problem of “double high” installation costs and usage costs.
As soon as this product was launched, it immediately became a “phenomenal” explosion in overseas markets, with monthly sales of up to 2,000 units.

ANRAN's globalization strategy is also reflected in a precise understanding of the differentiated needs of each market:
✅ Japanese market: Price sensitivity is low, and emphasis is placed on image quality parameters and detailed experience
✅ European market: Focus on product design and environmental properties, willing to pay for sustainable ideas
✅ North American market: Diversified needs, while valuing quality and intelligent interactive experience.
Today, with technical reserves accumulated over many years, ANRAN brings cutting-edge technologies such as 4K UHD, cloud storage, and AI intelligent recognition to overseas consumers, continuously expanding the technical boundaries and application scenarios of products.

Mr. Chen
At the logistics level, we have always used Amazon's official FBA logistics service. First, Amazon has complete and clear management and records, but if we use a third-party service provider, sometimes we cannot go back and check if we encounter problems such as loss of goods; second, FBA final delivery is very efficient and traceable, which is our key to improving consumer experience and satisfaction, and helps us improve overall sales and repurchases.

Stable logistics is only the foundation for success. To truly win the favor of consumers, an accurate and effective marketing strategy is also essential. Mr. Chen also shared ANRAN's phased marketing strategy:

Mr. Chen
Sellers at different stages of development need to adopt different advertising tactics. In the early days of a new product launch, we usually use the “inside site+outside the station” combination punch:
👉️ In-site strategy: Product promotion as the main force, complemented by brand promotion videos to enhance brand tone
👉️ Off-site drainage: Cooperate with influencer KOLs to conduct professional evaluations to import accurate traffic to Amazon pages
👉️ Accumulation of reviews: Actively participate in the Vine program, quickly obtain a large amount of real user feedback, and collect suggestions for product improvements

At the same time, we attach great importance to the refined design of the brand's flagship store and listing page. High-quality brand display not only enhances consumers' sense of trust, but also shapes a clear brand memory in fierce competition, and enhances customer loyalty and repurchase rates.

ANRAN's initial market position was clear: providing professional security solutions for overseas home users. However, beyond the team's expectations, their products designed specifically for the home scene actually quickly attracted a large number of corporate customers through Amazon Business Purchases, opening up a new business growth curve.
Since the launch of Amazon Enterprise Purchase, ANRAN has been deeply involved in the Amazon corporate purchasing channel, providing customized supply services to corporate customers such as community offline stores. In the past year, B-side sales of ANRAN companies' purchases increased 61% year over year, and far surpassed C-side performance in terms of repurchase rate and return rate.

Mr. Chen
For corporate buyers, Amazon business purchases lower the procurement threshold, and small-batch and multi-frequency purchases reduce costs very well and avoid transaction risks. For us, it has also saved us the cost of developing corporate buyers and gained new sales channels.

Mr. Chen
Judging from the operating data, B-side buyers are also true “quality customers”:
👉️ First, corporate buyers have very clear purchasing intentions, and the conversion rate is very high.
👉️ Second, corporate buyers have carried out detailed comparison and research during the procurement process, and the return rate is also relatively low.
👉️ Third, many of our corporate customers are local community stores, and the repurchase rate is very high. Currently, some customers have made more than ten repurchases, and the maximum amount for a single transaction is 1,000 euros.
The stable conversion and repurchase of Amazon corporate buyers means that we can have stable orders without a large amount of advertising investment, and a longer-term and stable customer base can also reduce costs such as logistics preparation and after-sales service, helping us maximize profits.

Mr. Chen
First, through BPQD, ANRAN has set exclusive discount prices for customers purchasing from Amazon companies for different purchase volumes, which has led to an increase in product sales. First, the list price set by our company will be 5% cheaper than that of non-corporate buyers. At the same time, we have set five different levels of discounts of 2, 4, 6, 8, and 10 based on this, with a maximum discount of 10%, covering sellers with various needs. Looking at it now, the most preferred option for corporate buyers is 6 or more tiers.