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How do wall storage tools make tens of millions of dollars a year?Uncover the secrets of popular products in Amazon's categories!
January 12, 2025
Reading time about 6 minutes
Let's say you're feeling “hopeless” because you don't know how to store the mountains of paper files in your office, so you might as well go to the wall next to your desk to find a solution. Viewers who often watch American dramas may find that schools and offices in many European and American countries are equipped with wall storage items such as bookshelves. Years of use have made locals accustomed them to placing office documents, study materials, etc. on the wall in different categories, forming a very different storage habit from consumers in other countries. But it was also this lifestyle differentiation that made the office supplies brand EasyPAG see an excellent opportunity. In 2018, EasyPag began the transformation from a “distribution” model with a multi-category layout. They focused on the “wall storage products” segment and invested in the construction of their own manufacturing plant. The reduction in categories not only did not reduce the scale of EasyPAG's business; on the contrary, they were able to better control costs, optimize quality, and create extremely cost-effective products. Their annual revenue on Amazon also surpassed 10 million US dollars, becoming the “leading brand” in the subcategory. Today, we are very honored to invite President Dong and Mr. Deng of EasyPAG to share how easyPAG has gone from OEM to going overseas in the past ten years, and has advanced the “little giant” in segmenting the circuit through the simultaneous layout of the C-side and B-side!
Be the first to cross the border
Why did EasyPAG “gamble” on the right edge
Why did EasyPAG “gamble” on the right edge
Ten years ago, the founder of EasyPAG, which is in the domestic auto parts business, came into contact with Amazon at an exhibition. In that year, Amazon's global store opening business had just entered China, and cross-border e-commerce was still a “new term.” However, his unique judgment immediately made him pay attention to this track, which was about to usher in a rapid explosion, and EasyPag, our protagonist today, was born that year.
In the first few years of going overseas, EasyPAG chose the mainstream “delivery model” at the time. Relying on the advantages of the local supply chain in Dongguan, they launched several categories of office supplies on Amazon's US website, and sales soared. However, EasyPAG also saw hidden concerns under the high growth rate: under the traditional distribution model, many products did not meet expectations, causing great losses to the company's operations. In 2018, EasyPAG saw the subdivision of wall office storage for the first time. With their bold transformation twice a year, they made a big difference in the office supplies category and successfully climbed to the top of Amazon in the US and Europe!
First transformation: from “distribution model” to “brand going overseas”
Three years before going overseas, EasyPAG relied on rapid growth in traffic dividends, but under the high growth rate, it also had hidden hidden concerns that were invisible. In 2018, in the face of a mountain of documents piled up on his desk, President Dong suddenly had an inspiration — why not focus on making bookshelves, a wall storage tool with little competition, high profit, and great potential?
President Dong said, “2018 can be said to be a “watershed moment” for our company. After deciding to enter the office storage circuit, we also did extensive research on Amazon. For European and American consumers, wall storage is the easiest and most intuitive method, and all documents can be viewed at any time. Our best-selling wall hanging tool at the time sold about 2,000 a month, and the customer unit price at the time reached about 30 US dollars. Abbottt, Premiere Creative’s creative director.
Three years before going overseas, EasyPAG relied on rapid growth in traffic dividends, but under the high growth rate, it also had hidden hidden concerns that were invisible. In 2018, in the face of a mountain of documents piled up on his desk, President Dong suddenly had an inspiration — why not focus on making bookshelves, a wall storage tool with little competition, high profit, and great potential?
President Dong said, “2018 can be said to be a “watershed moment” for our company. After deciding to enter the office storage circuit, we also did extensive research on Amazon. For European and American consumers, wall storage is the easiest and most intuitive method, and all documents can be viewed at any time. Our best-selling wall hanging tool at the time sold about 2,000 a month, and the customer unit price at the time reached about 30 US dollars. Abbottt, Premiere Creative’s creative director.
Second transformation: from “OEM” to “integration of industry and trade”
In 2018, the outstanding performance of office supplies on the wall made EasyPAG see the demand from overseas consumers for high-quality, cost-effective storage supplies, and also showed them that going overseas is not the only way to buy goods at low prices. They are determined to explore in this direction, and a critical step is to build their own manufacturing plant and take control of the supply chain in their own hands.
Mr. Dong said, “We have three main purposes of building our own factory. The first is to improve quality, the second is to guarantee supply, and the third is to improve the efficiency of product development. Self-built factories have also brought significant improvements to our operations. First, quality improvements have reduced the overall return rate and shortened product development time, greatly speeding up the pace of upgrading and reducing operating costs. More importantly, as the scale of production increases, our costs will also drop — whether it's external procurement or our own production, quantity is valuable. This is a constant rule of business operation. Abbottt, Premiere Creative’s creative director.
In 2018, the outstanding performance of office supplies on the wall made EasyPAG see the demand from overseas consumers for high-quality, cost-effective storage supplies, and also showed them that going overseas is not the only way to buy goods at low prices. They are determined to explore in this direction, and a critical step is to build their own manufacturing plant and take control of the supply chain in their own hands.
Mr. Dong said, “We have three main purposes of building our own factory. The first is to improve quality, the second is to guarantee supply, and the third is to improve the efficiency of product development. Self-built factories have also brought significant improvements to our operations. First, quality improvements have reduced the overall return rate and shortened product development time, greatly speeding up the pace of upgrading and reducing operating costs. More importantly, as the scale of production increases, our costs will also drop — whether it's external procurement or our own production, quantity is valuable. This is a constant rule of business operation. Abbottt, Premiere Creative’s creative director.
Since then, EasyPAG has maintained rapid growth on Amazon's US and European sites with strong product strength, brand power, and simultaneous layout on the C-side and B-side. In 2023, EasyPAG's business revenue on Amazon reached about US$12 million, an increase of 25% over the previous year.
Behind rapid growth
How does EasyPAG create the ultimate cost performance ratio?
How does EasyPAG create the ultimate cost performance ratio?
Over the past ten years, easyPAG has not only relied on investment in product development, quality control, supply chain, etc., to maintain leadership in product strength, but has also continued to explore cross-border operations and overseas brand building, and has summed up an effective way of playing from practice.
According to President Deng, the key step in easyPAG's success in going overseas is to accurately identify the real pain points and needs of overseas consumers.
Mr. Deng said, “Innovation in storage tools is actually not complicated. The essence of this type of product innovation is how to make storage more convenient and efficient. For example, how can we make it easier for customers to find the files they want, and how to sort them more easily during storage. To take a simple example, a bookshelf in a security room needs to add more places to hang keys in addition to storing documents. The most direct source of demand for this type of product is customer reviews on Amazon. Abbottt, Premiere Creative’s creative director.
According to President Deng, the key step in easyPAG's success in going overseas is to accurately identify the real pain points and needs of overseas consumers.
Mr. Deng said, “Innovation in storage tools is actually not complicated. The essence of this type of product innovation is how to make storage more convenient and efficient. For example, how can we make it easier for customers to find the files they want, and how to sort them more easily during storage. To take a simple example, a bookshelf in a security room needs to add more places to hang keys in addition to storing documents. The most direct source of demand for this type of product is customer reviews on Amazon. Abbottt, Premiere Creative’s creative director.
Based on refining customer reviews, EasyPAG has obtained a real insight into the needs of overseas consumers, which lays the foundation for easyPAG to create the ultimate cost performance ratio and build core competitiveness. However, in order to build this advantage, it is necessary to carry out refined operations at every step of the way to go overseas across the border.
First, make good use of Amazon logistics services to make delivery more efficient and secure
Mr. Deng said, “Customers prefer to buy Same-Day Delivery and Next-Day Delivery products. Therefore, through FBA, we can provide customers with a better shopping experience, thereby further increasing the conversion rate and sales volume of products. At the same time, FBA can save us a lot of operating manpower, especially in terms of after-sales service, so we can free up more human resources and invest in product development. At the same time, in order to make terminal sales prices more affordable to consumers, we innovatively use modular design, which greatly reduces the volume of products during transportation, actually reduces logistics costs, and turns these costs into preferential prices for consumers. At the same time, we also insist on cooperating with Amazon Global Logistics (AGL). They have many innovative solutions that can improve the stability of the entire logistics system on the basis of simplifying processes and reducing costs. For example, in the US, we will use the Amazon Warehouse Distribution Network (AWD) to store in a single warehouse, saving a lot of time and effort. In Europe, we can use Amazon Logistics Europe Integration Service (Pan-EU) to achieve multi-site sales by simply delivering products to German warehouses. Abbottt, Premiere Creative’s creative director.
Mr. Deng said, “Customers prefer to buy Same-Day Delivery and Next-Day Delivery products. Therefore, through FBA, we can provide customers with a better shopping experience, thereby further increasing the conversion rate and sales volume of products. At the same time, FBA can save us a lot of operating manpower, especially in terms of after-sales service, so we can free up more human resources and invest in product development. At the same time, in order to make terminal sales prices more affordable to consumers, we innovatively use modular design, which greatly reduces the volume of products during transportation, actually reduces logistics costs, and turns these costs into preferential prices for consumers. At the same time, we also insist on cooperating with Amazon Global Logistics (AGL). They have many innovative solutions that can improve the stability of the entire logistics system on the basis of simplifying processes and reducing costs. For example, in the US, we will use the Amazon Warehouse Distribution Network (AWD) to store in a single warehouse, saving a lot of time and effort. In Europe, we can use Amazon Logistics Europe Integration Service (Pan-EU) to achieve multi-site sales by simply delivering products to German warehouses. Abbottt, Premiere Creative’s creative director.
President Dong said, “The most obvious point we feel is the visibility of logistics costs. Compared to some third party logistics that add some miscellaneous fees during the delivery process, AGL's logistics price can be determined at the time of booking, and it will not change at will. Abbottt, Premiere Creative’s creative director.
Second, use Amazon's professional guidance to create an effective marketing and promotion “combo punch”
Mr. Deng said, “Amazon's official account managers and professional instructors have provided us with a lot of professional support and guidance, so that new cross-border players like us can master advertising and marketing techniques in the fastest time. Under their suggestions, we will build popularity and maximize sales growth through a “combo punch” of various advertising tools such as product promotion, brand promotion, and brand promotion videos. Currently, our promotion is mainly based on in-site advertising. Our experience shows that a single advertising tool has a “marginal effect”, but if a reasonable budget allocation can be achieved for various advertising products, the role of different advertising tools can be used collaboratively to achieve simultaneous growth in brand awareness and product sales. Abbottt, Premiere Creative’s creative director.
Mr. Deng said, “Amazon's official account managers and professional instructors have provided us with a lot of professional support and guidance, so that new cross-border players like us can master advertising and marketing techniques in the fastest time. Under their suggestions, we will build popularity and maximize sales growth through a “combo punch” of various advertising tools such as product promotion, brand promotion, and brand promotion videos. Currently, our promotion is mainly based on in-site advertising. Our experience shows that a single advertising tool has a “marginal effect”, but if a reasonable budget allocation can be achieved for various advertising products, the role of different advertising tools can be used collaboratively to achieve simultaneous growth in brand awareness and product sales. Abbottt, Premiere Creative’s creative director.
Third, use Amazon's rich promotion tools in promotion to accelerate drainage and conversion
General Manager Deng said, “At key promotion points such as Prime Day and “Black Five Network One,” we will make thorough and detailed preparations, increase advertising investment and promotion discounts, and prepare back-end logistics and supplies to prevent the phenomenon of being sold out. At the big promotion point, we will use a combination of various promotion tools such as Prime Exclusive Discounts and Zhendian Treasure (DOTD) to seize the exciting traffic brought by the big promotion. On Prime Day 2024, our sales volume increased by 40%-50% compared to weekdays. Abbottt, Premiere Creative’s creative director.
General Manager Deng said, “At key promotion points such as Prime Day and “Black Five Network One,” we will make thorough and detailed preparations, increase advertising investment and promotion discounts, and prepare back-end logistics and supplies to prevent the phenomenon of being sold out. At the big promotion point, we will use a combination of various promotion tools such as Prime Exclusive Discounts and Zhendian Treasure (DOTD) to seize the exciting traffic brought by the big promotion. On Prime Day 2024, our sales volume increased by 40%-50% compared to weekdays. Abbottt, Premiere Creative’s creative director.
C-side and B-side synchronous layout
How EasyPAG explores potential business opportunities in cross-border procurement
How EasyPAG explores potential business opportunities in cross-border procurement
As one of the first Chinese sellers to enter the cross-border circuit, easyPAG mainly focused on C-end consumers in the early stages of its business. However, as the brand's reputation accumulated, they also gradually discovered that many corporate customers also buy their products in large quantities on Amazon. Therefore, they immediately began to lay out cross-border B2B and further expanded their customer base and sales channels by increasing the Amazon corporate purchasing layout. Currently, the B-side sales brought by Amazon Business Purchases to EasyPAG already account for about 30% of overall sales.
President Dong said, “When we first started to set up Amazon corporate purchases, we were more of a wait-and-see attitude because we didn't really understand cross-border commercial procurement. However, the final performance of Amazon Business Purchases far exceeded our expectations. Abbottt, Premiere Creative’s creative director.
President Dong said, “When we first started to set up Amazon corporate purchases, we were more of a wait-and-see attitude because we didn't really understand cross-border commercial procurement. However, the final performance of Amazon Business Purchases far exceeded our expectations. Abbottt, Premiere Creative’s creative director.
1. High quality customers, large orders
Amazon Business Shopping helps us reach many high-quality business customers in Europe and the US. This type of enterprise customer makes a large purchase and is more likely to generate large orders. We have set discounts on multiple products for B-side customers through Amazon Business Purchase, and reached a large order of about 160 items. The amount of a single order was around 3,000 US dollars, which brought great rewards. Customers who buy from enterprises need to purchase in bulk. Through intelligent commercial procurement tools purchased by enterprises, we have also greatly shortened the commercial procurement transaction link, making the transaction of large orders easy and efficient. For example, through the corporate back-office data report, we found that in 2024, the amount of purchases from government agencies increased 1.8 times, and the customer unit price was 28% higher than that of other customers.
Amazon Business Shopping helps us reach many high-quality business customers in Europe and the US. This type of enterprise customer makes a large purchase and is more likely to generate large orders. We have set discounts on multiple products for B-side customers through Amazon Business Purchase, and reached a large order of about 160 items. The amount of a single order was around 3,000 US dollars, which brought great rewards. Customers who buy from enterprises need to purchase in bulk. Through intelligent commercial procurement tools purchased by enterprises, we have also greatly shortened the commercial procurement transaction link, making the transaction of large orders easy and efficient. For example, through the corporate back-office data report, we found that in 2024, the amount of purchases from government agencies increased 1.8 times, and the customer unit price was 28% higher than that of other customers.
2. High repurchase rate, low return rate
B-side enterprise customers have higher conversion rates, higher repurchase rates, and lower return rates. Compared with the C-side 4%-5% return rate, EasyPAG's B-side customer return rate can be controlled below 3%, leading to lower operating costs and higher profit margins. Moreover, compared to the C-side conversion rate of 7%, the conversion rate for B-side orders can reach about 25%, making our traffic investment more worthwhile. This “one plus one reduction” gives B-side cross-border commercial procurement an unrivaled advantage in terms of operating profit margins.
B-side enterprise customers have higher conversion rates, higher repurchase rates, and lower return rates. Compared with the C-side 4%-5% return rate, EasyPAG's B-side customer return rate can be controlled below 3%, leading to lower operating costs and higher profit margins. Moreover, compared to the C-side conversion rate of 7%, the conversion rate for B-side orders can reach about 25%, making our traffic investment more worthwhile. This “one plus one reduction” gives B-side cross-border commercial procurement an unrivaled advantage in terms of operating profit margins.
3. Full chain support, accurate matching of supply and demand
Amazon corporate shopping can provide full chain support for cross-border B2B sellers, enhance the one-stop shopping experience, and accurately match supply and demand from traffic, conversion, and purchasing. For example, in terms of logistics, our current B-side orders and C-side orders can share inventory, which can greatly reduce the pressure on our operations. At the same time, Amazon's official logistics guarantee can also bring a better end customer experience, which is conducive to maintaining our brand image and customer trust.
Amazon corporate shopping can provide full chain support for cross-border B2B sellers, enhance the one-stop shopping experience, and accurately match supply and demand from traffic, conversion, and purchasing. For example, in terms of logistics, our current B-side orders and C-side orders can share inventory, which can greatly reduce the pressure on our operations. At the same time, Amazon's official logistics guarantee can also bring a better end customer experience, which is conducive to maintaining our brand image and customer trust.
At present, EasyPAG's corporate customers on Amazon have covered thousands of industries, and any customer with office scenario needs has a chance to become an EasyPAG customer.
Mr. Deng said, “We have also accumulated some experience in how to attract the attention of enterprises and speed up orders from B-side customers. On a daily basis, we attach great importance to setting corporate prices and quantity discounts. The corporate purchasing function is very beneficial to the conversion of our B-side traffic and sales volume. Abbottt, Premiere Creative’s creative director.
Mr. Deng said, “We have also accumulated some experience in how to attract the attention of enterprises and speed up orders from B-side customers. On a daily basis, we attach great importance to setting corporate prices and quantity discounts. The corporate purchasing function is very beneficial to the conversion of our B-side traffic and sales volume. Abbottt, Premiere Creative’s creative director.
First, in terms of pricing, EasyPAG has set corporate price and quantity discounts (BPQD) for almost all products, and has established a reasonable price ladder based on its own profit situation and revenue data. Currently, we have set discounts at various levels, such as 5% for 5 items, 8% for 8 items, 10% for 10 items, etc., to expand exposure within the corporate customer base in the easiest and most intuitive way, attract corporate customer traffic, and accelerate sales conversion rates. Currently, B-side order sales account for about 30% of the overall sales, and B-side has become the second curve of EasyPAG's accelerated growth.
Second, in Europe, in the face of the complex situation of multi-site operations, we will also use the automatic pricing function. Through the settings of a single catalog file, we can synchronize the pricing of each site at once, and complete price settings simply and efficiently. The “automatic pricing” function helps us greatly simplify operations and improve efficiency.
Third, in building Lisiting, we will use a differentiated operation method compared to the C-side, which focuses more on scenario-based creative materials. For B-side popular products, we will give more prominence to commercial-grade performance, specification parameters, and commercial scenarios, and impress corporate customers with higher quality and specifications.
Fourth, Amazon Business Purchase also provides exclusive promotions for corporate purchases during the rework season, return to school season, etc., to help us channel and transform at key points. We also pay great attention to making good use of these promotions to seize “falling traffic”. Judging from past experience, these big promotions can bring us a sales increase of about 10%.
Finally, many of our ASINs have also received a blue badge Business Savings Blue Badge (BSBB), which further enhances the “visibility” of corporate customer discounts by actively increasing corporate discount amounts and obtaining prominent logo on front desk products.
How do I get a blue badge?
ASINs that meet the following corporate discount criteria will receive a blue badge on the home page, search results page, and other business purchase promotion pages, highlighting their corporate discount (at least 5% off the business price with a 4 point ASIN rating, or at least 3% off the first tier of quantity discounts and a 4 point ASIN rating)
ASINs that meet the following corporate discount criteria will receive a blue badge on the home page, search results page, and other business purchase promotion pages, highlighting their corporate discount (at least 5% off the business price with a 4 point ASIN rating, or at least 3% off the first tier of quantity discounts and a 4 point ASIN rating)
The rapid increase in B-side orders has made easyPAG more determined to invest in B-side cross-border commercial procurement operations. They are planning to use more tools such as Amazon Bulk Service (Amazon Bulk Service) to bring domestically produced office supplies into more overseas enterprises, and through the development of more B-side products, the EasyPAG brand will continue to lead the way.
As a seller who has been working across borders for ten years, what suggestions can you give to new sellers in 2025?
Dong Zong:
For us, we plan to continue investing in Amazon Europe in 2025. Europe's higher compliance requirements and stricter product standards have brought higher entry barriers, but this has made it one of the best destinations for brand sellers to go overseas. We hope to be able to lay out more European sites in 2025, including the upcoming Amazon Ireland site, and explore more potential business opportunities through diversified layouts.
Dong Zong:
For us, we plan to continue investing in Amazon Europe in 2025. Europe's higher compliance requirements and stricter product standards have brought higher entry barriers, but this has made it one of the best destinations for brand sellers to go overseas. We hope to be able to lay out more European sites in 2025, including the upcoming Amazon Ireland site, and explore more potential business opportunities through diversified layouts.
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