The pain of online meetings can only be understood by senior migrant workers
In recent years, telecommuting has become increasingly popular, so that “digital nomads” who can work anywhere in the world without having to sit in a class have become a password for domestic and international social media traffic, making people very envious. However, whether it's drawing PPT in an office or typing code on Bali's sea-facing beach, everyone has the same important element in their work—meetings.
Although contemporary migrant workers can meet online anytime, anywhere, the meeting experience is still quite different from traditional offline meetings. For example, the scene above is a problem that countless migrant workers face every day. This has also made optimizing the online meeting experience a business opportunity that has emerged in recent years.
Today, we invited Amy, the deputy general manager of Shenzhen Yimei Technology Co., Ltd., and Jack, the director of e-commerce operations, to share how to bet on a potential circuit and set up an integrated production, research and marketing team to successfully create a variety of overseas “meeting artifacts” with excellent R&D strength and accurate localized insight, and simultaneously develop C-side and B-side tracks, with annual sales of tens of millions of dollars on Amazon US!

Looking back at 2016, when it was decided to start a business, EMEET was actually full of anxiety: “Back then, there were no successful cases of independent Chinese brands on the conference equipment segment. The mainstream ones were established European and American companies, so there was no way for us to find a benchmark for reference. ” In order to find out if startups actually have a chance to stand out on this track, the EMEET team went through five months of research and analysis, and overseas visits. They finally came to the conclusion that “the external market has opportunities, and internal resources can be matched”, and they are determined to “All in”!

External opportunities | A “niche circuit” that matches the advantages of the industrial belt
Audio and video conferencing equipment is a typical niche racetrack with little competition and high profits. Moreover, unlike the previous procurement of conference equipment, which was dominated by companies, now workers also gradually have decision-making power. For example, many companies have begun to popularize BYOD [Bring Your Own Device]. Employees can buy their own office equipment, and the company reimburses them.
Industrial belt advantage: EMEET is based in Shenzhen, has a complete electronic information industry chain and supply chain, and has a large number of outstanding talents, which makes the product extremely cost-effective. In particular, the Shenzhen government is also very strong in supporting innovative enterprises, creating a good business environment.

Internal resources | Strong R&D team that understands overseas needs
The founding teams of EMEET all specialize in communication engineering and electronic information, and have sufficient R&D and implementation experience. The members are either from Peking University, or from Fudan, and even sales leaders in non-technical positions originally studied image algorithms at Peking University. Moreover, they have all worked for large listed companies before, serving overseas users, and have a deep understanding of overseas industry conditions and consumer needs. The direction of development has been determined. EMEET's next priority is to create differentiated products through a “combination of fast and slow” strategy to discover unmet users' needs.

Accurate insight, rapid research and development to create a global hit
EMEET's original high-definition cameras were mainly 1080P, but using Amazon's business opportunity detector, the team discovered that overall traffic and industry trends were beginning to shift in the direction of ultra-HD. To this end, EMEET launched a 4K camera product as soon as possible, seizing the opportunity to renew and upgrade office equipment. After a year, this product has become the company's top 5 sales ranking, and has received more than 20,000 global user reviews across all channels.

Change hardware or software?
Through analysis of consumer feedback, EMEET found that privacy protection is a major concern for overseas users. Previously, EMEET's solution to this problem was to develop software — an electronic privacy cover that rotates the camera to stop shooting. However, this method didn't work. “Because the camera is still facing the user in the physical sense, they are still worried. ” Finally, EMEET chose to add a physical privacy cover. As long as the cover is closed, the screen output can be directly cut off. Also because the lens is actually blocked in the physical sense, this simple and direct method gives overseas consumers a fuller sense of safety.
In 7 years, EMEET successfully launched dozens of “meeting artifacts”, expanding the product line from conference microphones to cameras, audio and video all-in-one devices, etc. Amazon's US site has annual sales of tens of millions of dollars. Multiple ASINs rank in the top 10 categories, and the boxing product C960 has won the title of Best Seller in the category, with monthly sales of over 10,000 pieces!

At present, EMEET has entered 11 major global sites, including Amazon's US site, Japan site, and UK site. While increasing its business volume, EMEET also faces more diversified localization challenges. In terms of products, in addition to adjusting the equipment itself, EMEET will also adjust the product portfolio according to the preferences of users in various countries. For example, Japanese users value the ease and experience of using the product. The store has a multi-camera streaming camera with a microphone. In order to let customers know which camera corresponds to which microphone, they have included a set of stickers to help users quickly match.
However, many Japanese users gave them feedback that the camera's audience is more of a creative person, and they need a more creative and warm sticker design. Therefore, EMEET Japan made corresponding adjustments, and used interesting graphics on the stickers, which were not as “simple and crude” as those on the European and American stations, and received high praise from many Japanese consumers.

To further increase exposure and conversion rates, in addition to localized R&D and design, product detail page copywriting and images are also a very important part. In this regard, EMEET will create different A+ pages based on the actual usage scenarios of different groups of people and the preferences of users on each site, and use Amazon A/B testing tools to find detail page design solutions with better traffic and higher conversion. At the same time, EMEET's advertising strategy has also been upgraded simultaneously. In addition to regular in-site advertising, attention has also begun to be paid to DSP advertisements. “Once we have reached a certain level of intra-Amazon traffic, we actually need more off-site traffic to drive further business development. And while DSP advertising leverages people outside the site and optimizes sales conversion, it can also help us effectively establish a brand image and increase consumers' acceptance of high-priced products such as 4K UHD cameras. Abbottt, Premiere Creative’s creative director.

At the beginning, EMEET did not clearly divide whether the core group was B-side or C-side; it only aimed to meet the needs of end users and did a good job of differentiated innovation. As more and more migrant workers recognize EMEET products, their preferences also began to influence purchasing decisions on the enterprise side, allowing EMEET to see business opportunities for commercial procurement orders. However, although the company has accumulated abundant R&D resources, restrictions on overseas B-side resources have led EMEET to be relatively stable in developing and selling enterprise-level users, and there has not been much breakthrough. “Traditional B-side sales in Europe and America are more like a club; you have to be an insider to get in. I learned that in addition to having a large number of 2C users, Amazon also has 6 million high-quality overseas business buyers. This is why after coming into contact with Amazon corporate purchases, we immediately started using corporate purchasing tools and services. Abbottt, Premiere Creative’s creative director.
At present, EMEET's annual sales on Amazon have exceeded 5 million US dollars, and annual sales have increased by more than 50% over the same period last year!On Amazon, they are also rapidly expanding the audience of B-side users, from the original education finance industry to further cover “unconventional” customers such as construction and dental clinics.

Looking back at the B-side business boom in the past, Amy shared five exclusive tips for us:
“Show strength”, give users a full sense of trust
Compared to C-side, B-side buyers are less price sensitive and pay more attention to whether the product is stable and reliable, and whether after-sales service is in place. Therefore, the team displayed a series of international quality certification certificates such as ISO 9001 and ISO 14001 on Amazon, and simultaneously uploaded images of EMEET factories, test equipment, reliability tests, etc., to fully demonstrate the EMEET quality assurance system and enhance the trust of enterprise customers in them.

Combining selling+selling in bulk is the secret to increasing customer unit prices
In response to the demand of B-side customers for complete package purchases, EMEET has launched a series of combined sales products. On the same detail page, users can also select product combinations with different prices according to the budget range. Up to now, the EMEET store has sold hundreds of sets of audio and video packages, with sales exceeding 100,000 US dollars.
✨ At the same time, EMEET also makes deep use of corporate price and quantity discounts (BPQD) to encourage corporate buyers to place orders in bulk. EMEET's maximum discount on the C-end is around 10%-15%, but if buyers order several thousand items at once, B-end products can have up to 30% off. For example, this year, they offered a 20% discount to a B-side customer, and eventually won a large order for 500 web cameras in one fell swoop.
Using this “combo punch”, the average customer unit price for the EMEET B-side is as high as 72 US dollars, which is nearly 90% higher than the C-end!

Participate in the promotion and unlock the merchant's mining list by setting a discount
Whether it's a big promotion shared by the B-side and C-side or an exclusive promotion for corporate purchases, EMEET will actively participate. For example, during this year's Prime membership day, they optimized the corporate price and quantity discount (BPQD) pricing, resulting in a year-on-year increase of nearly 100% in B-side sales. In the first quarter, B-side sales of Japanese camera products increased by more than 20% year-on-year in line with corporate price and quantity discount (BPQD) settings and off-site promotions during the New Life Festival event, which is exclusive for Japanese site companies.
Tips: EMEET has laid out different product lines, some focusing on high-end and others focusing on cost performance. Judging from the input-output ratio, high-end products are more suitable for building brands and promoting quality. The latter generally performs more prominently during promotions.

Through an Amazon account, EMEET has reached 2C & 2B bilateral traffic on Amazon, and has captured loyal C-side and B-side users through its excellent product development capabilities, marketing strategies, and operational capabilities.
In the future, EMEET, the “Made in China” brand, will continue to use the company's R&D advantages to create customized equipment for different meeting scenarios, such as creating immersive conference experience products for people returning to the office, creating small and portable products for digital nomads, and using Amazon corporate purchases to achieve a “win-win” of brand building and sales growth!