Lyla: “Our company was founded in 2016, and we started building a team in the real sense of the word in 2017. At the time, 2 operations, 1 supply chain management, 1 product manager, 4 people supported our cross-border overseas business. Abbottt, Premiere Creative’s creative director.

Look at the market and start layout
The blue ocean of the market means that consumer needs have not been discovered or satisfied. Entering this market at this time requires the founders to be discerning and dare to “eat crabs.” Meanwhile, Ben and Lyla, who have a deep background in foreign trade, decided to enter the Lawn & Garden (Lawn & Garden) category based on their understanding of market characteristics and consumer needs to embark on a journey to Amazon America.
Lyla: “When we first started, product selection started with products we could make at hand. However, several of our founders are also very consistent in their philosophy on products: instead of making low-quality and inexpensive Made in China products, we need to make “high quality and cost ratio” Made in China products. Abbottt, Premiere Creative’s creative director.

Find the right position and stick to the original intention
By around 2019-2020, cross-border e-commerce has gradually become popular in China. At this point, Yi Xin once again faced pressure to select products: is she continuing to stick to her original intention?Or compromise on traffic and orders?
Lyla: “We believe that if you want to improve your product and store, the way to succeed is to ask yourself over and over again, what does the market need?What do customers care about?What are our core competencies?In the end, we chose to stick to the original intention and follow the path of differentiation:
Unblindly developed
We always focus on our own products and customer needs. We conduct in-depth research on the sub-categories we have done well, pet covers, car covers, and tire covers, investigate user portraits, and make minor functional innovations little by little to meet customer needs. The high quality ratio also makes our product repurchase rate relatively high.
Deeply cultivate categories and firmly establish a brand
Build a multi-brand matrix to enable brands to empower products. Over the years, we have built a second and third brand based on ExploreLand.
Wherever my target customers are, I am where I am; all we need to do is provide them with what they want. Abbottt, Premiere Creative’s creative director.

Up to now, Yi Xin has grown from the initial team of 4 people to an Amazon operating team of more than 10 people, with annual sales reaching 400 million yuan, and many products have entered the Amazon bestseller list, and achieved remarkable results in the US.

Since 2016, the cross-border e-commerce environment and competitive landscape have continued to change, but no matter how the outside world changes, it has not shaken Yi Xin's original intention. They have always insisted on building the core competitiveness of the enterprise around “taste, brand, and quality.”

Taste: Set a benchmark and go beyond
Generally, people think that products such as masks have a low threshold and are easy to use. However, Yi Xin never lowered their requirements for themselves. In the early stages of business development, they used benchmarks to position themselves, while also constantly searching for gaps and improving themselves. This is also the key for Yi Xin to surpass other sellers and stay at the top of big sales.
Lyla: “We've always followed those established American hat brands as our benchmark and example, moving closer to them step by step. Therefore, regardless of the use of raw materials, to product development, manufacturing process, reputation, etc., we have strict requirements for ourselves. Hope one day they can catch up and surpass them. Abbottt, Premiere Creative’s creative director.

Branding: From a single product to branding, find the password for sales growth
In an age where creating a few popular products was enough, sellers didn't have the concept of a brand or store. However, these explosives are just a point; there is no way to form a surface, or even form a matrix or brand value. As the concept of branding deepens, customer needs are also constantly changing, and Yi Xin continues to explore her own brand path.
Enid: “When customers search for a brand and add product keywords, we find that the brand has been exposed, seen, and recognized, and customers will continue to buy back because they are already deeply impressed by the brand. We now have many after-sales services initiated by customers three or four years ago. They just searched for our brand through Amazon or other channels and went to the website to find us to provide after-sales service. Abbottt, Premiere Creative’s creative director.
Lyla: “We believe that any industry or product deserves to be given connotations, and following the path of branding is a very correct path. Therefore, we founded the ExploreLand brand, redefining the same product over and over again, from product positioning, visual presentation, to brand VI. At first, a few products didn't show any results, but when we achieved dozens of products, the benefits of branding far exceeded the exponential growth of a few explosives, or even a few explosive products. Abbottt, Premiere Creative’s creative director.

Since then, the brand ExploreLand began to be seen, searched, and spread. They made the customer realize that originally there was such a brand. At a time when everyone was in a hurry to seek profit, they focused on quality. Although it was a bit expensive, they had a sense of style. Big waves are raging, and Yi Xin is willing to stick to her original intentions in the midst of torrents and stick to what they think is difficult but right.

Quality: run fast in small steps, accumulate innovation
Piercing iron still requires one's own strength. Based on industry experience and the needs of end consumers, Yi Xin has always carried out “small steps and fast” product innovation to strictly control product quality.
Ben: “We make daily-use products, and it is difficult to make decisive innovations, but we will learn from experience across borders and industries to develop products that are more durable, more attractive, or better meet the needs of a specific group of people to make some innovations.
For example, add a buckle, change the color, or use product search keywords such as water proof (waterproof), UV resistant (UV protection), damp proof (moisture proof), etc., and customer reviews to find out the specific needs of the customer and where the product can be improved, then quickly carry out product development and put into market testing results. Moreover, after the new product is launched on Amazon, the innovative effects of the product will come out within 1 to 2 weeks, and we will then evaluate the product based on the sales situation. Abbottt, Premiere Creative’s creative director.

In terms of product quality requirements, Yi Xin is divided into three major strategies: in the early stages, self-procurement, independent development, and micro-innovation through small steps; in the medium term, relying on a data management system to improve the overall supply chain level; and in the later stages, carrying out performance-oriented performance evaluation management to strictly control product quality. At the same time, Yi Xin also chose suppliers with consistent values and quality assurance. Only by having reliable products can we guarantee dedicated operation in the later stages.

It is difficult to create high-quality products, and subsequent promotion and logistics are not easy.
In terms of follow-up promotion, Yi Xin pays great attention to advertising investment. Through display promotion advertisements, they reach relevant consumers at every stage of the shopping journey on and off Amazon, broaden channels to reach target customer groups, make product exposure more comprehensive, stimulate consumers' desire to buy all the time, and increase product sales opportunities.
In terms of logistics, Yi Xin uses Amazon's FBA service to easily solve problems such as warehousing, delivery, complaints, returns, and after-sales. At the same time, using FBA services can also drive more traffic to products and brands.
Vicky: “We didn't consider any other shipping method from the beginning; we just used FBA. The Amazon FBA service provides us with an efficient and convenient logistics solution. After we store our products in the Amazon warehouse, Amazon is responsible for the subsequent packaging, delivery, customer service and return processing. The all-inclusive one-stop service is very convenient and fast. We can focus all our energy on what we do best. Abbottt, Premiere Creative’s creative director.

Building core competitiveness was not a one-day success. After stepping through the path of “taste, brand, and quality,” Yi Xin summed up a unique successful experience.
Lyla：“
● To understand business ideas, some paths need to be taken slowly
The biggest frustration for companies is that they will definitely have to face competition, and roll prices are the end of healthy competition. In addition to direct price competition, there are many paths that can be taken. One is innovation, and the other is cooperation.
● Valuing customer feedback
I found it particularly interesting to be deeply involved in a category; many times we are woken up by customers. The customer originally wanted a product like this, and this product also has this ingenious use. When we upgrade a brand new product according to customer needs, there is a sense of satisfaction in helping others achieve their wishes, which is very fulfilling.
● Explosive products are developed, so are brands, and even more so are companies
What we want to do is a quality product and a tasteful enterprise. Abbottt, Premiere Creative’s creative director.

Ben: “Amazon is very trustworthy. It allows us to focus on making good products and ultimately serve our customers with great confidence. As the head of the company, I have to move forward steadily with the whole team. The Amazon Seller Growth Service is a great addition to my work. Abbottt, Premiere Creative’s creative director.

Strategy consultant
There was a period of time last year, when some of our products were hit hard by competitors' low price strategies, so the operation team wanted to follow the low price route under performance pressure, but I don't think low prices are desirable. At this time, the large market data analysis provided by the Amazon Seller Growth Service Team provided us with data support on industry growth and strategic analysis in terms of the overall market market and future industry trends.
For example, why do some sellers rank higher, why can certain categories grow bigger, etc., to help our team understand the situation and at the same time formulate our own future development strategies, so we can stick to our original intentions and follow our own path of quality.

Operation firefighter
Enid: “In terms of operation, the dedicated account manager will remind us which categories have not been released for a long time, and when a product is suddenly removed from the shelves, they will also help resolve the issue collaboratively and resume sales as soon as possible. At the same time, they will also work with us to analyze the current category situation and help us make improvement plans. The dedicated account manager's service was very efficient and timely. Many of the problems we couldn't solve were solved there. Abbottt, Premiere Creative’s creative director.

When the four work together, they lose their money. Yi Xin's four core members are like the cornerstone of four stable corners. They can not only organize a group to sit at the mahjong table, but also work side by side to create a brilliant enterprise. They have always adhered to the goal of upward management. From starting a brand and upgrading, to further developing the supply chain, expanding the team, and raising the level of personnel, their goals have always been to make the company good, responsible for the company, and responsible for the employees. Amazon is also looking forward to working with them to continue growing bigger and stronger and going global.