“The right choice is far better than a blind effort, and every effort becomes more meaningful only if you find the right direction. ” Lucas is convinced of this.
After graduation, Lucas stood at the first crossroads in his life: did he stay in his hometown of Jiangxi and live a stable life?Or are you venturing into a major first-tier city to pursue your dreams?In the end, he resolutely chose the latter and embarked on a journey to Shenzhen. As a result, Shenzhen, a city full of vitality and innovation, became the starting point for him to pursue his dreams.

On his way to starting a business, Lucas unexpectedly stumbled upon Hi-Fi products and was immediately drawn to their high-quality audio experience. After careful research, Lucas discovered that although Hi-Fi is only a niche circuit and there are many cross-border e-commerce competitors, many segments still have huge business opportunities, especially in the European market. The pursuit of high-quality audio equipment has formed a strong cultural atmosphere. Furthermore, continuous innovation in audio technology and a growing audience of enthusiasts have also injected vitality into the Hi-Fi market. As a result, when faced with a second choice in which category to start, Lucas did not hesitate to step onto the Hi-Fi circuit.

After entering the Hi-Fi circuit, a third decision point came, and this time, Lucas and the team chose to work with Amazon. Amazon's complete logistics solutions and large user base have provided them with strong support. With Amazon, Fosi Audio's annual revenue growth rate is as high as 150%, and we currently have the largest market share in Amazon's US and European sites. Many new products were sold out as soon as they were launched, and Amazon's sales exceeded 100 million yuan in 2023!

Of course, success never comes overnight. At first, Fosi Audio, like many foreign trade companies, followed the route of picking up and selling goods. But soon, Lucas discovered that the path was getting harder and harder to walk, and that he had inevitably stepped on many “holes.”
For the long-term development of the brand, Lucas and his team made a difficult decision for Fosi Audio, which was to switch to R&D and open their own factory. This whole process is not easy. If something goes wrong, the entire batch produced may be directly scrapped, causing serious losses. “Sometimes we even wonder if we can get through the path of independent research and development?“Remembering the past,” Lucas said with a smile.

Lucas said, “The Hi-Fi audio product industry is a niche category with a high threshold. Consumers have extremely high quality requirements. Once the product does not meet the standards, it will greatly market the customer's shopping experience. However, in this regard, suppliers are always 'falling off', either not cooperating, or the communication process is too cumbersome, resulting in a consistently high return rate. Abbottt, Premiere Creative’s creative director.

Although the path of independent research and development is difficult, it is worth it!In the end, Fosi Audio persevered and made small achievements in technology research and development. At present, Fosi Audio has set up a technology research and development center of more than 1,500 square meters, has a number of audio R&D instruments, equipment, and testing rooms, and has nearly 20 core patents, and has embarked on a unique path of transformation and “reshaping”.

In 2017, Fosi Audio officially entered Amazon. Coincidentally with many cross-border sellers, Fosi Audio chose the US site, which has huge traffic and unlimited market potential, as the first stop to go overseas, and quickly rose to prominence, becoming the leading brand in the US Hi-Fi audio product segment. As the brand's influence continues to increase, in order for more music lovers around the world to experience the appeal of Fosi Audio's products, Lucas began to set his sights on Amazon Europe.

Lucas said, “Many European countries have large markets. In addition, residents' disposable income and e-commerce penetration rates are also relatively high, and there is huge room for growth, it is our best choice to expand the market. Abbottt, Premiere Creative’s creative director.

Surprises at the European station followed one after another
Although Lucas had certain expectations for the European market, after actually entering the market, the potential of the European market still brought him a great surprise. On the one hand, Europe has many long-standing Hi-Fi brands, and the market atmosphere is strong; on the other hand, Amazon provides one-stop tools and many solutions, making it easy for Fosi Audio to expand its business footprint to major European sites.

Originally, Lucas still had concerns about the logistics complexity of the European market. After all, there are many European countries, and each country's logistics system has its own characteristics. However, in practice, Lucas was pleasantly surprised to find that Amazon Logistics Europe Integration Service (Pan-EU) can be said to be a powerful tool to help sellers expand their European footprint. Through Pan-EU, he only needs to register VAT numbers from 2 countries to experience the ultimate logistics experience of entering warehouses in one country and easily selling to many European countries.

Lucas said, “Currently, we have registered multi-country tax codes for English, German, French, Italian, Western, and Polish, and FBA Logistics is enjoying preferential local delivery fees at all nine major European sites. It is worth mentioning that although Europe's logistics and compliance policies are relatively complex and have higher entry barriers compared to other sites, they have also reduced our competitive pressure. Abbottt, Premiere Creative’s creative director.

Start the path to a full-site layout in Europe
Up to now, Fosi Audio has not only entered nine major European sites (UK, Germany, France, Italy, Spain, the Netherlands, Poland, Sweden, Belgium) and the Turkish station for trial operation, but has also captured many local “fans” in 30+ European countries that do not yet have an Amazon site through the European export program.

The development of a new site was an effective strategy for Lucas to get traffic. The European market is a diverse and promising region with many attractive potential sites. Each of these potential sites has unique consumer groups and market environments, providing a wider space for Fosi Audio's development.
Referring to the layout of the European market, Lucas said that although there are many European countries, we will regard the European Hi-Fi market as a whole and deliver accurate product positioning and brand image to consumers by providing high-quality products and services. At the same time, in response to the diversified needs of European countries, we will also adhere to the Voice of Buyers (VOC) guide and make differentiated designs at various levels such as publicity and products.

Based on the implementation of this concept, Fosi Audio achieved impressive results in the European market in 2023. In particular, at emerging sites such as the Netherlands, Sweden, Poland, and Belgium, sales have surpassed 100,000 US dollars, sales can increase by up to 5 times, and the Turkish market has recorded a 10-fold increase in performance.
Lucas said, “The results of emerging European sites are an 'unexpected surprise, 'which means that every country in Europe has a corresponding Hi-Fi user base. The potential should not be underestimated, and it is worth continuing our deep cultivation and investment. Abbottt, Premiere Creative’s creative director.

In addition to the new site's own market potential, another important factor is to accurately seize key points in Amazon's European promotions and peak season sales. On the European site, there are not only two major annual promotions, Amazon Membership Day and Black Five Network 1, but also a series of seasonal and holiday promotions, as well as category-specific promotions. We have grasped these hot sales points and achieved a sharp rise in sales performance in Europe through product promotion, advertising, and comprehensive efforts in the supply chain.
It is worth mentioning that there are many promotion opportunities in Europe, and promotions on different sites are also unique. For example, we successfully participated in the Dutch Electric Appliance Festival promotion in January of this year, and its traffic performance was comparable to that of Black Five Network.

With the right track choices, a firm self-developed route, and vigorous development of the European market, Fosi Audio soon gained popularity on Amazon. In the process, Lucas summed up a unique set of marketing methodologies, which can accurately reach user pain points, thus helping Fosi Audio advance in the fiercely competitive European audio market.

Insist on creating value for users
Fosi Audio's recently launched popular products, such as BT20a Pro, V3, ZA3, etc., have peaked at thousands of orders per day, and the reason they are selling well is because Fosi Audio has established a strong user feedback system based on VOC, identified key issues that customers are concerned about, and then turned this key issue into a quality standard to enhance the user experience.
Lucas said, “Our GMV all comes from our customers' wallets, so our company and brand should be based on creating value for users. Unlike traditional audio product manufacturers, FosiAudio does not pursue sales first, but users first. Abbottt, Premiere Creative’s creative director.

“Surprise” is hidden in the details
Only brands that truly understand changes in market trends and respond quickly to iterations can win the long-term favor of consumers. At this point, it can be said that Lucas knows it well. Through meticulous product refinement in every detail and continuous innovation, Fosi Audio brings the greatest surprise to consumers.
From the optimization and upgrading of the DC power port to the refined improvement of the product's appearance process, whether it is a chamfer made using G1 curvature and G3 curvature, or a redesigned foot pad, plus the new cooling design, the optimization of the knob and switch, the innovative design of the product plan and PCB, and the exchangeability of the carrier chip, it is these seemingly minor changes that have brought together the unique competitiveness of Fosi Audio products.
Lucas said, “Take chips as an example. As a core component of Hi-Fi devices, the performance advantages and disadvantages of chips have always been the focus of attention of music enthusiasts. We innovatively introduced a replaceable chip design. This unique selling point not only enhances the expandability of the device, but also blends perfectly with the overall shape of the product, demonstrating our dual pursuit of sound quality and aesthetics. Abbottt, Premiere Creative’s creative director.

For Lucas, starting a business is always accompanied by challenges, from the beginning to the time of staying in business. In the process, Amazon has been like a lighthouse, always guiding Fosi Audio's voyage to sea. “Invest me in Mu Tao, repay me with Qiong Yao”. Lucas will also always keep an eye on Amazon's new sites, new policies, and new tools. Thanks to Lucas' intensive research, it can be said that he is familiar with using these “new gameplay” easily.
Lucas said, “We were one of the first sellers to use the VINE program to gather user feedback. Every time a new product is launched, we sign up for the VINE program to get insightful reviews. Additionally, we have used Posts (Amazon Posts) to post many content posts. By reaching Amazon's free traffic portal at multiple points, we have achieved significant sales. Abbottt, Premiere Creative’s creative director.

“We will dig deeper into the Hi-Fi enthusiasts behind every country. Our brand vision is for every consumer to own a HIFI device and become a star brand in the audio field. ” Adhering to this philosophy, Fosi Audio continues to expand its business landscape.
Lucas said, “We have now launched 19 major sites. I hope that in the future, when Amazon develops a new site, Fosi Audio will always be the first to join. This is of course difficult, but it is something that requires perseverance. Abbottt, Premiere Creative’s creative director.

As Lucas said, “Cross-border access to the sea is long, and we have to keep doing what is difficult and right, so we can fix it. Abbottt, Premiere Creative’s creative director.
Thanks to its strong resilience genes and persistent pursuit of Hi-Fi quality, Fosi Audio has now established a foothold in the European market and is gradually becoming an emerging force in the local Hi-Fi market. I believe that in the future, Fosi Audio will inject more vitality and strength into the European and global Hi-Fi market.