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Seller story
Domestic goods are back!He went viral on Japanese TV with Xiaobo, and sold for tens of millions in the 7 months since it went live on Amazon!
Jun 01, 2025
Reading time about 6 minutes
When you're still trying to target Bison and Panasonic TV over and over again, Chinese TVs have long been popular in electronics stores in Akihabara, Tokyo. Once upon a time, Japan was the absolute king of the smart home appliance industry, but now Chinese TVs account for more than 50% of Japan's market share [1]. In this wave of industrial transformation, countless Chinese companies that dare to innovate have sprung up. FPD from Shenzhen is one of them.
Transforming from a traditional foundry, FPD achieved corner overtaking with a “accurate size+scene customization” strategy — it was only 7 months since it was launched on Amazon Japan, with sales exceeding 10 million yuan, and popular products topped the Best Seller list.
Transforming from a traditional foundry, FPD achieved corner overtaking with a “accurate size+scene customization” strategy — it was only 7 months since it was launched on Amazon Japan, with sales exceeding 10 million yuan, and popular products topped the Best Seller list.
Today, Xiaobian is honored to invite Bryan, the head of the FPD brand that braved into Japan, to share with you his overseas experience from a foundry giant to a dark horse in the Amazon Japan TV category.
Brand name: Flat Panel Display, FPD for short
Seller type: Traditional manufacturing enterprises incubate their own brands
Sharer: Bryan, Head of FPD Brand
Main categories: TVs and displays
Online sites: Japan, US, Canada (Japan accounts for more than 60% of sales)
Key Achievements:
Sales reached 10 million+ RMB in 7-8 months after launch on Amazon Japan
The product has been on the Home Appliance & Camera>TV>TV Best Seller list many times
Seller type: Traditional manufacturing enterprises incubate their own brands
Sharer: Bryan, Head of FPD Brand
Main categories: TVs and displays
Online sites: Japan, US, Canada (Japan accounts for more than 60% of sales)
Key Achievements:
Sales reached 10 million+ RMB in 7-8 months after launch on Amazon Japan
The product has been on the Home Appliance & Camera>TV>TV Best Seller list many times
What is the second growth curve for traditional factories?Brand going overseas became a breaking point
FPD, which originated in the factory, has been deeply involved in the field of screen display since its establishment in 1995, expanding from CRT displays to various fields such as LCD displays, LCD TVs, commercial display equipment, medical displays, etc., and has accumulated deep technical accumulation and rich manufacturing experience.
In the OEM era, with its excellent quality and exquisite craftsmanship, FPD has provided high-quality products and services to many international brands, and has won a good reputation.
In the OEM era, with its excellent quality and exquisite craftsmanship, FPD has provided high-quality products and services to many international brands, and has won a good reputation.
The intensification of competition and the need for the company's own development made FPD realize that transformation is not a choice, but a necessity for survival!As the “first crab eater” in the company, Bryan knows that deep accumulation of technology and R&D is the most valuable capital in FPD's hands. He was keenly aware that the Group has the ability and potential to expand downstream in the industrial chain with its own advantages and build its own brand, thereby obtaining higher premiums and achieving rapid business growth. Bryan has a clear plan on the path to brand building. He knows that the power of a brand should not be limited to domestic use; a broad global stage is just as important.
Bryan, Head of FPD Brand
Every factory owner has a brand dream. Even if we have no experience going overseas, we can try it out, move forward in exploration, and find the right path without hesitation.
Every factory owner has a brand dream. Even if we have no experience going overseas, we can try it out, move forward in exploration, and find the right path without hesitation.
Bryan's remarks not only showed his determination, but also inspired the entire team to launch FPD on Amazon Japan in March of last year. Today, FPD's TV products have won wide recognition from Japanese consumers with their excellent quality and innovative design, and have quickly achieved a gorgeous transformation from OEM to brand.
Selling fire one by one, why did FPD “gamble” on the right edge?
Japan, as an economic powerhouse and consumer power in Asia, has a huge and mature consumer volume. It is certainly a very attractive “cake” for intelligent manufacturing in China.
● E-commerce will reach US$259.68 billion in 2025
● The television sector will reach US$5.9 billion [2]
● The television sector will reach US$5.9 billion [2]
When referring to why he chose Japan, Bryan gave three reasons: experience, potential, and proximity. The Japanese trade experience accumulated by the Group's foundry enables FPD to become familiar with the preferences of Japanese consumers and the characteristics of popular products. In addition, stable factory resources also allow FPD to adjust products in a timely manner according to consumer needs and build brand competitiveness.
At the same time, despite the proliferation of new media in recent years, television is still the favorite form of video consumption among Japanese consumers [3].
At the same time, despite the proliferation of new media in recent years, television is still the favorite form of video consumption among Japanese consumers [3].
● In 2025, the total revenue per Japanese person to the television industry will be: 47.37 US dollars
● The capacity of the Japanese TV industry is expected to reach 8.5 million units in 2029 [4]
● The capacity of the Japanese TV industry is expected to reach 8.5 million units in 2029 [4]
Moreover, according to Bryan, Japanese consumers place great importance on price and quality when making decisions. They have extremely high requirements for product quality and are willing to pay corresponding costs for high-quality products.
For FPD, geographical proximity is also a key factor in choosing Japan, and new sellers are able to restock in a timely manner, especially for large items. Take 2024 Prime Membership Day stocking as an example. Normally:
● If sent to the US, the TV components need to be assembled locally and the shipping time is long, so it will take 3-4 months to ship
● At the Japanese station, shipping is only one week, shipping is in mid-May or the end of the month, and the goods are stored in less than 3 weeks. The logistics are convenient, and many can respond flexibly to promotion points.
For FPD, geographical proximity is also a key factor in choosing Japan, and new sellers are able to restock in a timely manner, especially for large items. Take 2024 Prime Membership Day stocking as an example. Normally:
● If sent to the US, the TV components need to be assembled locally and the shipping time is long, so it will take 3-4 months to ship
● At the Japanese station, shipping is only one week, shipping is in mid-May or the end of the month, and the goods are stored in less than 3 weeks. The logistics are convenient, and many can respond flexibly to promotion points.
Bryan, Head of FPD Brand
The Japanese station is close. This kind of “closeness” is not only geographically, but also in terms of aesthetic culture and consumer culture. It can be used as a springboard for our brand to go overseas. The feedback on the results of the Japanese station allows us to adjust our strategies in a timely manner, and it is our first stop to go overseas.
The Japanese station is close. This kind of “closeness” is not only geographically, but also in terms of aesthetic culture and consumer culture. It can be used as a springboard for our brand to go overseas. The feedback on the results of the Japanese station allows us to adjust our strategies in a timely manner, and it is our first stop to go overseas.
Use “small” to beat “big” and find blue ocean opportunities in the Red Sea category starting from details
1 Win the race track in a small size
While other brands were still competing for the 100-inch giant screen, FPD took a different approach and chose the 43-inch “gold size” to enter Japan. This seemingly risky decision was actually based on deep insight into Japan.
While other brands were still competing for the 100-inch giant screen, FPD took a different approach and chose the 43-inch “gold size” to enter Japan. This seemingly risky decision was actually based on deep insight into Japan.
Bryan said that Japanese consumers like exquisite, small, and beautiful products, and whether it's a hotel, a single-family house, or an apartment, their overall home environment is small, and the culture of living alone is popular, so there is no need for a TV that is too large. Therefore, FPD has grasped the demand for this segment, mainly promoted 43-inch TVs, and ensured that the TV is compatible with multiple spaces and is fully functional.
Bryan, Head of FPD Brand
To do business in Japan, you must know how to think empathically. We can often see that Japanese products indicate in the introduction that they are suitable for a “few square meters of image” space. This actually fully takes into account the influence of spatial factors on the product. Deriving product design from scene attributes only has an opportunity to stand out from homogenous products.
To do business in Japan, you must know how to think empathically. We can often see that Japanese products indicate in the introduction that they are suitable for a “few square meters of image” space. This actually fully takes into account the influence of spatial factors on the product. Deriving product design from scene attributes only has an opportunity to stand out from homogenous products.
2 Small designs make big hits
Bryan pointed out that Japanese and Chinese culture are similar, and this similarity is also reflected in product aesthetics. Compared to Europe and America, Japanese consumers are often able to accept and understand the meaning of product design more quickly.
Taking the TV stand design as an example, FPD abandoned the traditional exterior 8, internal 8, or overly complicated shape and launched a simple and atmospheric “ski base” TV. I didn't expect the design to look ordinary, but surprisingly, it was very tasty in Japan. It hit the heart of Japanese minimalism, and became FPD's popular password in one fell swoop.
Bryan pointed out that Japanese and Chinese culture are similar, and this similarity is also reflected in product aesthetics. Compared to Europe and America, Japanese consumers are often able to accept and understand the meaning of product design more quickly.
Taking the TV stand design as an example, FPD abandoned the traditional exterior 8, internal 8, or overly complicated shape and launched a simple and atmospheric “ski base” TV. I didn't expect the design to look ordinary, but surprisingly, it was very tasty in Japan. It hit the heart of Japanese minimalism, and became FPD's popular password in one fell swoop.
Bryan, Head of FPD Brand
Japan is famous for its unique aesthetic preferences. Unlike American consumers who prefer rough, industrial, and old-school design styles, Japanese consumers often prefer simple designs and prefer tasteful and textured products.
Japan is famous for its unique aesthetic preferences. Unlike American consumers who prefer rough, industrial, and old-school design styles, Japanese consumers often prefer simple designs and prefer tasteful and textured products.
3 small details to impress consumers
Based on the observation of consumer reviews, FPD began developing detailed user manuals for consumers. Whether they are office workers, student parties, or people with silver hair, FPD has conducted research to investigate common scenarios, external device requirements, commonly used settings and functions when using TVs, and also produced a series of detailed instruction videos on the problems they may encounter during product assembly. When consumers have any questions during use, brands can directly send relevant video links to help them resolve issues quickly.
Through the idea of small size, ingenuity in small design, and the intention of small details, FPD seized the blue ocean business opportunity and achieved sales of 10 million yuan in 7 or 8 months after launching Amazon Japan, and several products were on the Best Seller list.
Based on the observation of consumer reviews, FPD began developing detailed user manuals for consumers. Whether they are office workers, student parties, or people with silver hair, FPD has conducted research to investigate common scenarios, external device requirements, commonly used settings and functions when using TVs, and also produced a series of detailed instruction videos on the problems they may encounter during product assembly. When consumers have any questions during use, brands can directly send relevant video links to help them resolve issues quickly.
Through the idea of small size, ingenuity in small design, and the intention of small details, FPD seized the blue ocean business opportunity and achieved sales of 10 million yuan in 7 or 8 months after launching Amazon Japan, and several products were on the Best Seller list.
Bryan, Head of FPD Brand
Japanese consumers pay a great deal of attention to product details. Previously, we received an elderly consumer who wrote in a product review that he was alone at home and hoped to have video instructions to install a TV. We are very inspired by this. We think everyone knows how to assemble it and even overlooks it on a daily basis, but in fact, there are still many Japanese consumers who like detailed instructions.
Japanese consumers pay a great deal of attention to product details. Previously, we received an elderly consumer who wrote in a product review that he was alone at home and hoped to have video instructions to install a TV. We are very inspired by this. We think everyone knows how to assemble it and even overlooks it on a daily basis, but in fact, there are still many Japanese consumers who like detailed instructions.
“Read” the emotions of Japanese consumers and realize the two-way transformation of the brand in terms of function and emotion
1. Make products with brand value
Bryan shared an interesting fact. Japanese consumers value brands, but they value actual quality and practicality more. In Japanese supermarkets, you can always see people repeatedly comparing and inquiring about every function and design difference between different products, “cutting out the details” to the extreme.
Bryan shared an interesting fact. Japanese consumers value brands, but they value actual quality and practicality more. In Japanese supermarkets, you can always see people repeatedly comparing and inquiring about every function and design difference between different products, “cutting out the details” to the extreme.
Bryan, Head of FPD Brand
Our original intention in building the brand was to provide consumers with high quality products and reach the hearts of consumers.
Our original intention in building the brand was to provide consumers with high quality products and reach the hearts of consumers.
Therefore, FPD will pay more attention to design and quality when selecting products, choosing a relatively mid-range product line, but pricing is based on the entry-level model price, so that the concept of quality is embedded in the brand's imagination. In this way, consumers can enjoy high-quality products at affordable prices, and at the same time enjoy the emotional value brought by the brand.
● 76% of Japanese consumers use search engines to compare products before making a purchase [6]
● 44.5% of Japanese consumers use social media for brand research [7]
● 44.5% of Japanese consumers use social media for brand research [7]
Therefore, FPD also advertises on YouTube and Google so that Japanese consumers can quickly and easily find brand-related information, and at the same time serve existing customers in this way, and educate buyers to help them better understand the brand and products.
2 Make a warm and humane design
Therefore, FPD's future product planning direction for the Japanese station will focus on launching products with more temperature and emotional value, and carry out more innovations around the “display +” concept, such as adding interactive electronic pets, dressing mirrors with embedded artificial intelligence, and smart displays with one-click wireless video. Both elderly and young consumers living alone can feel satisfied.
Therefore, FPD's future product planning direction for the Japanese station will focus on launching products with more temperature and emotional value, and carry out more innovations around the “display +” concept, such as adding interactive electronic pets, dressing mirrors with embedded artificial intelligence, and smart displays with one-click wireless video. Both elderly and young consumers living alone can feel satisfied.
Bryan, Head of FPD Brand
We found that Japanese customers need company and emotional value from us. Sometimes they call to give feedback or complain about product issues; in fact, they just want a real person to be able to communicate with them.
We found that Japanese customers need company and emotional value from us. Sometimes they call to give feedback or complain about product issues; in fact, they just want a real person to be able to communicate with them.
3 Customer service with accurate responses
During the new product introduction period, FPD took active action. By participating in Amazon's Vine Program, it sent out 30 televisions with a total value of hundreds of thousands of yuan to invite consumers to evaluate. Through analysis and evaluation and research on the characteristics of products with good sales, the products were adjusted in a timely manner to meet consumers' needs.
During the new product introduction period, FPD took active action. By participating in Amazon's Vine Program, it sent out 30 televisions with a total value of hundreds of thousands of yuan to invite consumers to evaluate. Through analysis and evaluation and research on the characteristics of products with good sales, the products were adjusted in a timely manner to meet consumers' needs.
At the same time, FPD does not stop at surface data; it also directly communicates with local consumers through colleagues in the Japanese branch to understand their needs and expectations. In order to further improve the quality of service, FPD specially arranged for Japanese-speaking colleagues to be responsible for after-sales service. Barrier-free language communication not only made communication smoother, but also made consumers feel FPD's intention and professionalism. This kind of service that accurately responds to consumer demands has not only solved practical problems, but also won the trust and praise of consumers.
Global marketing+segmentation circuit to seize empty demand and open up new space for blue ocean growth
Segmented business opportunities continue to emerge
Bryan, Head of FPD Brand
Japan is a famous long-lived country. The aging rate reached 29.3% in 2024 [8], and the aging phenomenon of Japanese society has brought us great potential.
Japan is a famous long-lived country. The aging rate reached 29.3% in 2024 [8], and the aging phenomenon of Japanese society has brought us great potential.
Why are you saying that?Because although the average time people spend watching live TV has decreased in recent years, nearly 1/3 of the elderly spend less time online, and they spend much more time watching TV than the younger generation [9]. Furthermore, Japan also has a group of “Nets” who don't go to school, work, socialize, or get married. Many times they prefer to watch TV, play with their phones, or exercise.
For Chinese sellers, this means being able to focus on the segmented needs derived from the spending habits of these unique people. For example, television products for the elderly can add companion functions, such as voice interaction, remote control, etc., to help them use the TV more easily. For the “Nets”, TVs with game screen functions can be developed to meet their entertainment needs.
The big promotion campaign continues to attract traffic
The peak season for Japanese TV sales usually focuses on Prime membership day in July and the fourth quarter Black Five Network 1, New Year's, and year-end bonus days. The intensity of the big sales campaign has also boosted Japanese people's enthusiasm for shopping. In addition to traditional mid-year and year-end promotions, Japan also has many unique holidays, such as the first school season, Respect for the Aged Day, corporate year-end accounts, the Obon Festival, and a new life in spring. It can be said that there is basically no off-season for online shopping in Japan.
In 2024, Black Five Network achieved sales exceeding 10,000 in one FPD, with a turnover increase of 500% + over the previous month
Brand power continues to attract consumers
Japanese consumers are generally very loyal to the brand, and the elderly are more loyal to the brand than the younger generation and have a strong desire for new products [10]. Now, the phenomenon of Japanese consumers preferring local brands “is a thing of the past.” A number of Japanese media said that the amazing innovative potential shown by Made in China has become synonymous with leading technology. Chinese brands can be found in almost every field in Japan.
Bryan, Head of FPD Brand
Many new ways to play brands have emerged in Japan, providing huge opportunities for new consumer goods, new brands, and new players. This is not only a stage for showcasing innovation and quality, but also a great time to tell a brand story and build a brand strategy. Therefore, we will adhere to the long-term principle, dig deeper into the core values of the brand, unify the export of brand value and product function points through carefully designed brand tools and store decoration, and accumulate brand sales and reputation.
Many new ways to play brands have emerged in Japan, providing huge opportunities for new consumer goods, new brands, and new players. This is not only a stage for showcasing innovation and quality, but also a great time to tell a brand story and build a brand strategy. Therefore, we will adhere to the long-term principle, dig deeper into the core values of the brand, unify the export of brand value and product function points through carefully designed brand tools and store decoration, and accumulate brand sales and reputation.
Here is a summary of Bryan's top 3 tips for new sellers to go overseas to Japan:
Keep an empty cup mentality, and always be in awe and a sense of learning:
Only by continuing to learn can we better understand consumer needs and grasp industry trends. It is recommended to attend the Amazon Seller Lecture, thoroughly study Amazon's rules and operating techniques, actively participate in various seller activities, exchange experiences and share experiences with other sellers. Also, communicate with your account manager to get first-hand feedback and professional advice.
Only by continuing to learn can we better understand consumer needs and grasp industry trends. It is recommended to attend the Amazon Seller Lecture, thoroughly study Amazon's rules and operating techniques, actively participate in various seller activities, exchange experiences and share experiences with other sellers. Also, communicate with your account manager to get first-hand feedback and professional advice.
Dare to challenge the impossible:
They all say that Japan is the king of electronic consumption, but Chinese sellers still have the opportunity to come up with new ways to play. The focus is on innovation, grasping consumer insight, and differentiation. The bigger the wind and waves, the more fish!If you can't fit in a large size, you can break into a smaller size; if you can't decide on a high price, the main focus is on cost performance.
They all say that Japan is the king of electronic consumption, but Chinese sellers still have the opportunity to come up with new ways to play. The focus is on innovation, grasping consumer insight, and differentiation. The bigger the wind and waves, the more fish!If you can't fit in a large size, you can break into a smaller size; if you can't decide on a high price, the main focus is on cost performance.
Short-term investment, long-term layout:
Pay attention to every aspect of the consumer experience. If you invest, you will be rewarded. You need to have an account in mind, optimize processes, and achieve maximum profits and benefits. All early investment is a ticket to open up Japan.
Pay attention to every aspect of the consumer experience. If you invest, you will be rewarded. You need to have an account in mind, optimize processes, and achieve maximum profits and benefits. All early investment is a ticket to open up Japan.
Referring to future plans, Bryan said that FPD will be based in Japan, refine and specialize in brands and products, and develop segmented functions and new products adapted to high-potential consumer scenarios. The FPD story also proved to us: true globalization is not price conquest, but rather the resonance of product value, brand value, and emotional value. As more segmented opportunities emerge in Japan, Chinese brands will continue to create more possibilities.
image by Freepik
source：
1/https://zh.cn.nikkei.com/china/ccompany/57883？-2025-01-24-11-16-41.html
2/https://www.statista.com/outlook/cmo/consumer-electronics/tv-radio-multimedia/televisions/japan
3/https://www.statista.com/topics/9196/television-industry-in-japan/#topicOverview
4/https://www.statista.com/outlook/cmo/consumer-electronics/tv-radio-multimedia/televisions/japan
5/tatami is the unit used in Japan to describe the area of a room. 1 tatami = 1.62 square meters
6/https://www.thinkwithgoogle.com/intl/ja-jp/
7/https://www.statista.com/statistics/1327899/japan-most-common-types-of-social-media-for-brand-research/
8/https://www.straitstimes.com/asia/east-asia/japans-elderly-population-hits-record-high
9/https://www.statista.com/topics/9196/television-industry-in-japan/#topicOverview
10/https://santandertrade.com/en/portal/analyse-markets/japan/reaching-the-consumers
source：
1/https://zh.cn.nikkei.com/china/ccompany/57883？-2025-01-24-11-16-41.html
2/https://www.statista.com/outlook/cmo/consumer-electronics/tv-radio-multimedia/televisions/japan
3/https://www.statista.com/topics/9196/television-industry-in-japan/#topicOverview
4/https://www.statista.com/outlook/cmo/consumer-electronics/tv-radio-multimedia/televisions/japan
5/tatami is the unit used in Japan to describe the area of a room. 1 tatami = 1.62 square meters
6/https://www.thinkwithgoogle.com/intl/ja-jp/
7/https://www.statista.com/statistics/1327899/japan-most-common-types-of-social-media-for-brand-research/
8/https://www.straitstimes.com/asia/east-asia/japans-elderly-population-hits-record-high
9/https://www.statista.com/topics/9196/television-industry-in-japan/#topicOverview
10/https://santandertrade.com/en/portal/analyse-markets/japan/reaching-the-consumers
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