The rise of the home office trend in recent years has driven consumer demand for digital accessories and supporting cables; at the same time, new devices such as smart cars and VR/AR have also prompted consumers to update accessories such as adapters and data cables. Compared to blindly pioneering a new category circuit, we place more importance on matching consumer needs with our own resource accumulation. Because we are confident about the future of the racetrack, we chose to start with Amazon in the US, face competition and challenges, and become the leading wire brand in the US. Our market share also increased by 4.2% in 2023.

Mr. Mo said, “Our founding team has a strong technical background and experience working for big brands, and has an advantage in developing 3C accessories products. Therefore, our previous product selection method was very simple. Relying on the “product pool” of the R&D supply chain, we went to whatever was in it, without a fixed cycle or rule.
As the business expanded to multiple sites, we suddenly discovered that this old method didn't work. Based on our previous contacts with Amazon's official team, we participated in the Amazon Seller Growth Service. We also learned the concept that “future performance depends on new products” from our dedicated consultants, and introduced a “four-quadrant analysis method” to better identify potential products. Abbottt, Premiere Creative’s creative director.

Four-quadrant analysis
According to competitive position and market appeal, analyze the share of store performance contributions and the annual sales growth rate of categories, divide products, and implement targeted strategies.
✔ Star products: Strong competitiveness and high attractiveness. Although the current performance contribution is not the highest, the year-on-year sales growth momentum is good, which is beneficial to long-term development, and investment should be increased and accelerated.
✔ Golden Bull products: Performance contribution and year-on-year sales growth are both high, sales profits are good, and profits must be maximized.
✔ Problematic product: Performance contribution and year-to-year sales are both low, so it is necessary to reposition the breakthrough.
✔ Skinny dog products: The contribution to performance is high, but the year-on-year growth is negative, and the sustainability and future development potential of the product should be considered.

Through analysis of the proportion of resources invested in the four types of products, we found that our investment in star products was relatively insufficient, accounting for about 23% of the investment in July 2023. We have focused our resources by increasing investment and improving supply chain capacity, while also building barriers to make these products the main driving force for subsequent growth. By December of the same year, the proportion of resources invested had reached more than 30%, while sales of star products had increased fivefold in five months. Among them, the sales volume of one expansion dock had quadrupled in two months!
At the same time, we have identified declining products and will not expand to other sites to avoid meaningless investment. In Japan, in fact, we were always in a state of loss in the early stages, but we believed in the potential of “star products,” so we persisted in investing, continuously adjusted our localization strategy, and finally “turned against the wind” and achieved rapid three-digit growth in Japan.

Mr. Mo said, “We also learned how to use Amazon's product selection tools in a systematic manner from our exclusive consultants. Product selection reports provided by Amazon's official data can help us understand industry trends, encourage us to discover some new opportunities in the market, and then actively develop new products. Now, we have randomly updated several products at the beginning of the year, the middle of the year, and the end of the year. We have iterated on a new system plan for annual product selection, and fixed 4-5 new products every month. Abbottt, Premiere Creative’s creative director.
The digitization of the product selection process made BENFEI understand that it is necessary to balance consumer needs with product design in order to find opportunities for differentiation and make products that meet user needs. This is also forcing BENFEI to upgrade its supply chain.

Mr. Mo said, “In 2021, we built our own factory and set up a factory R&D team to enhance our advantages in terms of product delivery quality, delivery cycle, and cost control, and continue to improve users' product experience through “micro-innovation” with the encouragement of exclusive consultants. In Germany and Japan, we have successively established localization teams to continuously optimize products by searching for local consumers to conduct tests, feedback usage habits and appearance requirements. For example, at the Japanese station, we replaced the gold screw design, which did not match the local aesthetic style, according to consumer suggestions. Abbottt, Premiere Creative’s creative director.
Through the optimization of product selection methods, the support of R&D and production, and field research on overseas sites, BENFEI has developed a “dual interface card reader” that supports both USB-A and USB-C. From 2021 to now, sales of this selection have increased 7-8 times.

Mr. Mo said, “As a technology research and development team, store operations and data analysis are not our strengths. This is not conducive to us simultaneously grasping the business situation of multiple sites and managing the company's overall business. In particular, when it comes to expanding to Europe and Japan, the results are unsuccessful, but there are no problems. The guidance of a dedicated consultant made up for the shortcomings of our professional talent development, helped us change our previous “extensive” operation, and analyze the drainage and transformation effects through specific indicators. Abbottt, Premiere Creative’s creative director.

Fully advanced advertising
In terms of advertising, we changed the simple method of using only product promotion ads and started using a combination of product promotion and brand promotion. At the same time, we will use brand promotion videos to vividly present products with complex functions. Based on this, we will review historical data and keyword performance and adjust strategies in a timely manner. For example, although the term “USBC” is directly related to the product, it is too broad and causes quite a few invalid clicks. We also added negative words later, and even optimized the connectors between phrases, which significantly improved advertising performance.

Mr. Mo said, “In terms of listing optimization, we are not familiar with the language habits of the European site and the Japanese site. We have tried to use translation tools to translate English into the local language, but due to lack of authentic enough, we are unable to show product advantages, so products that are widely praised in the US are completely unable to be promoted in Europe and Japan. Using the listing optimization service provided by the exclusive consultant, we solved the product description problem; further analyzed consumer purchase reviews and added user guidance to the listing to avoid returns and bad reviews due to consumers mistakenly purchasing incompatible conversion interface products.
We also learned that Japanese consumers are more accustomed to using spaces rather than commas to distinguish different short sentences, and that consumers tend to search for “Type-C” when they want to buy Type-C to HDMI cables, but we mistakenly set the keyword “HDMI”, which will cause the search to fail. Abbottt, Premiere Creative’s creative director.

Although more than 95% of BENFEI's products currently use FBA, changes in sales volume of 3C accessories during the off-peak season have also posed certain challenges to BENFEI's logistics and inventory management.
Mr. Mo said, “We previously experienced situations where products were out of stock during peak seasons, had to be shipped at a high price to replenish goods, or were unable to replenish goods due to insufficient storage capacity, and lost orders in vain. Exclusive consultants will interpret data such as inventory metrics and inventory health for us, and combine Amazon's latest storage policies to help us integrate resources and adjust logistics strategies. For example, the exclusive consultant analyzed Amazon's low sales season in the US, and based on the sales trend of our products themselves, suggested that we carry out early delivery and plan overseas storage in advance, improving the efficiency of inventory turnover. The ratio of annual logistics costs to sales decreased by nearly 40%. Abbottt, Premiere Creative’s creative director.

In the development of the European site, compliance issues once bothered BENFEI very much; it was not as simple as selling products directly from the US site in the past.
Mr. Mo said, “Our understanding of the classification of specific categories is biased in the German WEEE certification process. Some products were even forced to be removed from the shelves due to compliance issues. With the help of Amazon's exclusive consultants, we connected with Amazon's compliance team, received professional guidance, and gained valuable experience by analyzing the reasons and preparing complaint materials. Abbottt, Premiere Creative’s creative director.

From the US to Europe, to Japan, Singapore, and Australia, BENFEI has relied on steady growth step by step to find new business opportunities for sustainable growth in the “traditional category” circuit in the eyes of ordinary people. Relying on its own transformation and evolution, in 2023, BENFEI will become a major cross-border seller with Amazon sales of hundreds of millions of dollars, with a category share of up to 30%. Speaking about the future, Mr. Mo said, “① For labor-intensive products, it is recommended that everyone pay attention to manufacturing automation to improve production capacity and quality and give products a competitive advantage; ② when sales reach a certain scale, intellectual property protection must be done; ③ In the process of global layout, we are optimistic about long-term growth opportunities in Europe. In particular, European multinational sites need to be localized and adjusted accordingly to the consumption habits of users in various countries. Abbottt, Premiere Creative’s creative director.

If you are like BENFEI and are setting up a multi-site business and want to get personalized guidance from Amazon's official consultants to advance and accelerate in various areas such as product selection, drainage and conversion, advertising, logistics, etc., and seize global business opportunities, welcome to Amazon Seller Growth Services!