What kind of experience is it to have hundreds of thousands of SKUs?
For many overseas sellers, such a huge number of SKUs will definitely keep the operations, logistics, and brand teams busy, but Amazon has a “cross-border veteran” who has been overseas for nearly 20 years, and can easily play with hundreds of thousands of SKUs. Not only did they “flourish” on the C-side, but they also grabbed the B-side racetrack early on, using their successful experience accumulated on the C-side to steadily gain ground among enterprise-level users. Sales on the B-side in Japan quickly surpassed 100 million dollars, and unearthed new business volume in the midst of unlimited business opportunities!
Today, we invited Mr. Henry of Guang Yingchuang to share how to easily operate a “massive” selection of products, use various tools to open up B-side C-side business channels, and tap into a new enterprise-level blue ocean!

Testing the waters for cross-border e-commerce in 2004, becoming one of the first Chinese sellers to enter Amazon in 2012, and unlocking Amazon Enterprise Shopping and Japan in 2015... This brand seems to be able to “bet” on the best solution for going overseas time and time again. Looking back at Guang Yingchuang's development history, we can see that accurate judgment has always been the key to their journey to sea.
Nineteen years ago, living overseas and working experience in foreign companies made a group of people who wanted to “break through” a special business opportunity — in the face of the diverse needs of overseas consumers, Chinese manufacturing, which is rapidly rising in the global division of labor, has an irreplaceable advantage. As a result, they chose to found Guangying Chuang and listed a number of 3C products such as MP3 on foreign e-commerce websites. Unexpectedly, it was successfully “sold out” as soon as it went online, and the popularity of the product far exceeded expectations.

However, success in the beginning does not mean that Guang Yingchuang's journey to the sea will be smooth sailing. Over the next few years, they saw the rapid iteration of 3C products, which often led to problems such as slow inventory sales and depreciation, so they were also constantly experimenting with new products and businesses. It wasn't until 2012 that Guang Yingchuang began to enter Amazon. Henry said, “At that time, we were attracted to Amazon's “customer first” concept, and we wanted to try out this new route to the sea, so we chose to settle in right away. Abbottt, Premiere Creative’s creative director.

After settling in, Guang Yingchuang used perfect e-commerce infrastructure to solve various problems such as logistics and operation, and opened up new ways to do business overseas. On this basis, Guang Yingchuang learned from foreign trade and developed new products step by step. Starting from innovations such as sales data analysis, supplier management, and intelligent warehousing and logistics control, Guang Yingchuang successfully established Guangyingchuang's characteristic positioning of “multi-category+multi-channel + cost-effective products”, formed a supply chain ecosystem including thousands of suppliers, served global users, and stepped into new tracks such as MRO industrial products to unlock new business opportunities.
Today, Guangying Chuang has already expanded a single 3C product line to various fields such as industrial products, hardware tools, auto parts, and even household goods, and has expanded from Amazon's US site to multiple sites such as Europe and Japan, and has become a major cross-border seller with hundreds of thousands of SKUs.

After determining the strategy of “using the advantages of China's supply chain to meet the needs of overseas consumers”, one of the outstanding problems faced by Guang Yingchuang was how to find the most suitable product for itself in a large number of business opportunities. To this end, Guang Yingchuang keenly discovered the key “product selling point”. Facing many overseas product demands, Guangyingchuang's first step is to find products that can be satisfied in the supply chain ecosystem, which includes thousands of suppliers. If not, Guangyingchuang can explore business opportunities by creating products and guarantee reasonable prices and costs.
To this end, Guang Yingchuang has also set up its own quality inspection team and product testing laboratory to conduct various strict tests on products such as electrification and aging to ensure excellent product quality.

However, in order to truly connect overseas demand with the local supply chain, there are also various challenges that await broad innovation to deal with and overcome. For example, different countries have different product specifications, how to ensure compliance?How is the logistics experience guaranteed?How to make the language on the listing more fluent and authentic?If these problems cannot be solved, there is no guarantee that sales will increase.

Fortunately, with the support of Amazon's global store opening, Guang Ying Chuang has taken many detours. They've also compiled their own set of cheats to “upgrade and fight monsters” along the way 👇
01 Make good use of tools to optimize local operations
Since compliance standards vary from country to country, multi-site operations can easily “step on the lightning” in terms of product specifications and taxation. Also, especially when entering small language countries, language barriers hinder us greatly, leading to high return rates and low traffic and conversions. Therefore, we:
💡 We have set up a small language team to optimize operational performance in all aspects, from listing to after-sales service.
💡 Find the right tax company through Amazon and use Amazon compliance tools such as Amazon VAT Calculation Service (VCS) to reduce labor costs without worrying about tax risks.
💡 Use the Amazon Brand Analysis Report (ABA) to develop effective local promotion strategies to attract more audience attention by building a brand.

02 Efficiently expand product selection without fear of trial and error
Guang Yingchuang's product selection method is similar to the garment industry's “innovation testing” process. We usually first list a variety of products in large quantities according to the needs of local users to find popular products at a lower cost of trial and error. If this product has greater potential for development locally, Guangyingchuang will carry out batch development to meet the different segmented needs of local users and create more room for growth from store to store.
In this process, the operations team will also use Amazon tools — product selection compass and opportunity finder, and consult with Amazon account managers to get advice from the perspective of selling on Amazon's website.

03 Follow Amazon and develop a global layout
An important source of seeking incremental growth is launching a new site. Due to its trust in Amazon, as well as convenient tools such as “One-Click Listing Global” provided by Amazon Global Selling and the advantages of FBA's stable and efficient access to multiple sites, Guang Yingchuang has always accompanied the open layout of the Amazon site around the world.
For example, when Amazon Japan opened to Chinese sellers in 2015, after research, we found that Japanese e-commerce continued to grow rapidly, and that local people had high savings rates, strong shopping demand and strong spending power, which was beneficial to sellers seeking value for money. In addition, there were not many sellers entering the Japanese site at the time, and competition was relatively small, so we decided to seize the opportunity and settle in right away. Now, Japan Station has become an important site in our global layout!

Amazon helped Guang Yingchuang achieve rapid overseas development, and also gave Guang Yingchuang more confidence in Amazon. After Amazon launched corporate purchases, Guang Yingchuang also became the “first group of crab eaters”, launched this new feature and quickly entered the market to grab the beach. As it turns out, they hit another critical opportunity to go out to sea!
After the launch of corporate purchases, the B-side business became another engine for Guangying to create rapid growth due to its multiple advantages of rapid growth, high user loyalty, and high minimum order volume. On the Japanese site alone, Guangyingchuang's B-side order sales in 2022 have exceeded 100 million yuan, a year-on-year increase of 1.5 times, accounting for 10% of total sales, and the repurchase rate performance is also very good.

Henry mentioned, “Through Amazon Business Purchase, we have more opportunities to reach local business users in Japan, and the quantity discount function has further improved the transaction rate of B-side transactions. ” He also summarized for us some of the key values of Amazon Business Purchases that he has seen in practice:
Reach more corporate customers and activate more additions
After starting the Amazon Enterprise Purchase, Guang Yingchuang relied on the “treasure trove of product selections” accumulated in the past and gained a large customer base that had not been touched before, including hospitals, car companies, 4S stores, etc. Furthermore, Kyo, who is in charge of operations at Guangyingchuang Japan, also discovered that for industrial products and other fields, products that sell well on the C-side are also often “hot models” on the B-side. For Guangyingchuang, B-side orders can be seen as a “zero operating cost” sales benefit, and the average order volume of B-side orders is often 20% higher than that of C-side orders, greatly improving operating efficiency.

Streamline the transaction process and make B-side business opportunities within reach
While expanding B-side traffic, from the inquiry quoter (CQE) to enterprise price and quantity discounts (BPQD), enterprise purchasing provides a series of tools to simplify the transaction process for commercial procurement orders, directly reducing the communication cost of commercial procurement orders. For example, the online inquiry method allows Guang Yingchuang to understand specific transaction details and transaction records by dragging the mouse, which not only saves time and costs, but also improves transaction efficiency.
At the same time, corporate purchasing allows Guangyingchuang to set different prices for different purchase volumes, so that enterprise users can have a simple and intuitive understanding of Guangyingchuang products. Henry mentioned, “After using the Enterprise Price and Quantity Discount (BPQD) feature for 3 weeks, our B-side sales increased by about 2%. Now, we will set B-side prices for almost all products on the market and launch quantity discounts. Moreover, Guang Yingchuang has also been testing different price settings to find the most suitable price discount, which is one of the secrets of Guang Yingchuang's success in the enterprise field. Abbottt, Premiere Creative’s creative director.

Share C-side B-side inventory, easy and stress-free logistics
B-end customers are biased towards “low frequency and large quantities”, and the minimum order volume is 20-30% higher than that of the C-end on average. So, inventory is very important. Using Amazon Business Purchase, B-side C-side can directly share inventory, and Guang Yingchuang also uses overseas warehouses as “buffers” for FBA. Many B-side orders can be shipped directly from the FBA warehouse, greatly improving logistics efficiency and sales performance.

Anchor the “hot order” business opportunity and calmly face the big promotion
Maintaining judgment on future business opportunities is one of Guangyingchuang's important reasons for their success on the C-side and B-side. For example, during the “new lifestyle season” of around April in Japan, Guang Yingchuang keenly noticed an increase in traffic in the office stationery and household department store categories in Japan, thus developing products in a targeted manner.
In addition, Guang Yingchuang is also good at seizing new business opportunities according to seasonal changes. For example, as the temperature rises in Japan, Guang Yingchuang will begin to prepare new products such as insulation products, prepare inventory, prepare promotional reports, and stay one step ahead in the competition.

As a “cross-border veteran” with nearly 20 years of overseas experience, do you have any suggestions to share with other Amazon players?
Whether it's hundreds of thousands of SKUs or just a few SKUs, accurate user insight will always be the cornerstone of business development. On this basis, if you want to improve B-side performance, it is recommended that everyone be proficient in using Amazon Enterprise Shopping, pay attention to data analysis, and continuously create new volume overseas.