Seller story

After 3 changes in 1 year, sales soared 35%!Old players in traditional categories explode and turn the market on Amazon

May 2, 2025

Reading time about 6 minutes

Traditional sellers fought back, and sales surged 35%!
As an “old player” who joined Amazon in 2017, Nanjing Huachengwei Digital Technology Co., Ltd. once set a sales record of breaking 10,000 orders in a single day, growing from obscurity to an “invisible champion” on the photo paper consumables circuit.

General manager Meng Yongbo was not satisfied with past results. In 2024, he personally led the company's cross-border e-commerce business, initiated a “game breaking the game”, and launched the three major battles of supply chain restructuring, product selection breaking the circle, and talent breaking the game, opening up a second growth curve. Today, let's walk into Huachengwei to reveal their path of transformation and innovation over the year.

Meng Yongbo
Nanjing Huachengwei Digital Technology Co., Ltd. General Manager
Main products: online printing media
Registered sites: the United States, Canada, Germany, the United Kingdom, Japan, etc.
Outstanding results:
● In 2023, UniKit photo paper simultaneously topped the Best Seller list in the office supplies category on the US, UK, and Japan sites, with the highest number of orders exceeding 10,000 orders in a single day
● In 2024, the annual sales volume of the product exceeded 1 million orders, and the performance growth rate was 35%

First change
Invest tens of millions to build a platform as a supply chain factory

Breaking through pain points
From more than 200 decentralized suppliers to unified standardized management

“It's impossible to do cross-border e-commerce without an efficient factory. “Meng Yongbo bluntly pointed out the shortcomings of the traditional supply chain model.
In the past, Huachengwei's cross-border e-commerce business faced typical “long chain” problems — from the e-commerce department placing an order to factory production to consumer receipt, the process was lengthy and difficult to control. What is more difficult is that the standards of more than 200 upstream factories are not uniform, and problems with incorrect labeling or unstable delivery often occur, greatly increasing operating costs and the difficulty of supply chain management.

After careful consideration, Mr. Meng made a bold decision: to invest 10 million yuan to build his own platform supply chain factory, completely restructure the supply chain system, reduce the chain as short as possible, and make the efficiency as high as possible.

90-day transformation
From decentralized procurement to centralized intelligent production

Huachengwei's supply chain restructuring model is to centralize all goods from more than 200 upstream suppliers into a newly built supply chain factory to achieve uniform standards and centralized preparation, and reduce the time and cost loss of back-and-forth distribution.
At the same time, supply chain factories introduced automated packaging and production lines, increasing traditional manual work efficiency by 300%. The rate of introduction of new products has also accelerated from the original 4 months to 2 months.
What is more worth mentioning is that Huacheng is developing an exclusive digital system to open up the entire link data from order to production. This means that after the operation team makes a request on the system, the factory warehouse can immediately receive instructions and quickly send it overseas by scanning the code.

Second change
Breaking the scene and opening up a new volume market with innovative product selection

Brand upgrade from “lifestyle photographer” to “lifestyle player”

“Small and medium-sized enterprises can also have big dreams. The key is whether you dare to pay real money for the actual actions of your dreams. “Mr. Meng said firmly.
Huacheng's slogan upgrade from “lifestyle photographer” to “lifestyle player” marks a fundamental shift in product strategy: it is no longer limited to the traditional digital consumables framework, but instead uses “application innovation” as the core, deeply integrating mature processes with diverse life scenarios.

Global research
Uncovering Overlooked Blue Ocean Needs

In order to break through the actual situation of declining demand on traditional photo paper tracks, Huacheng's team traveled to Brazil, Japan and other regions to conduct in-depth market research and unexpectedly discovered the huge potential market for handmade DIY paper and household paper.

Mr. Meng:
“Last year, we went to Brazil and discovered that they actually had a paper goods store. Many materials were used to make gifts for holidays such as Christmas, and all kinds of handmade items, which was very surprising. These demands are not obvious in domestic e-commerce, but there is huge room for potential overseas. Abbottt, Premiere Creative’s creative director.

In Europe, America, Japan, South America, etc., DIY culture is popular, and consumers are more inclined to the consumption philosophy of “do it yourself, never rely on professional workers”. They love to express their feelings by making handmade DIY gifts, especially during major holidays. For Christmas, they cut reindeer ornaments with colored cardboard and decorated gingerbread house gift boxes with printable stickers; name tags for the Thanksgiving table and hand-painted stickers for Easter eggs are all “must-fight places” for them to show off their creativity. There are also expert crafters. They like to print out photos and make them into luggage stickers, fridge stickers, computer stickers, or handbook stickers to express their individuality. Meanwhile, the demand potential for paper materials needed to make gifts and handicrafts continues to grow.

Civilization of industrial standards
Develop 8 series of innovative products

Huacheng has found the key point of differentiation and breakthrough: reverse innovation in the “commercialization of industrial standards”. The team applied the strict standards and technical advantages of industrial-grade printing media in reverse to consumer scenarios, and developed one after another:
● Refrigerator countdown label: solving the problem of food preservation management
● Waterproof license plate sticker: meet the personalized decoration needs of car owners
● Removable wall stickers: provide flexible options for home decoration
● Customized menu photo paper: help restaurants enhance their professional image
● Kindergarten name stickers: solving the problem of children's products management
● Hot melt adhesive: meet the personalized needs of DIY clothing

Relying on 6 modern coating production lines and strong production capacity support with an annual output of 10,000 tons, Huacheng has built a complete product matrix covering inkjet printing materials, labels, coated fabrics and images. Product innovation has brought Huacheng a broad incremental market.

Packaging upgrades
From cold digital to people-friendly life

In order to strengthen the brand tone of “Life Player”, Huacheng is comprehensively innovating product packaging design, reducing the technical coolness of traditional digital products, and incorporating emotional elements such as Little Squirrel IP to convey brand temperature in a visual language closer to life. This change increased the product's click conversion rate on Amazon by 27%.

By injecting more emotional value into products and packaging, and at the same time speeding up the development of customized products, investing 40%-60% of profits in R&D, and adding nearly 10 products at a new rate every month, Huachengwei's initiatives are continuing to expand their market competitiveness.

Third change
Restructure talent strategy and build an elite team of 100 people

Change and innovation are inseparable from talents.
With the rapid growth of the business, Huachengwei's need for professional talents is becoming more and more urgent. “When it comes to talent competition, the pain point of small to medium companies is that they cannot compete with large companies. “President Meng admits the challenges he faces. In order to break through the talent bottleneck, Huacheng adopted a two-track parallel strategy.
In order to make up for the talent gap, Huacheng cooperated with surrounding undergraduate and college colleges to cultivate “cross-border rookies” from the source; on the other hand, through the Amazon Star Club seller community, Huacheng officially signed an Amazon seller growth service in 2025 and received multi-dimensional official support such as policy interpretation, operation planning, and product selection analysis.

“Amazon Policy Interpreter”
For example, before, Huachengwei did not pay attention to corporate purchases, and did not study the rules for setting corporate purchase prices. Under the guidance of the official exclusive manager, Huachengwei adjusted the price of the enterprise's purchase price from a fixed price to a tiered price, and soon received corporate orders from educational institutions.

Dedicated Operations Advisor: Data Driven Decisions
“The operators don't like to listen to me, but they are convinced by the dedicated manager. ” Mr. Meng laughed. The exclusive manager guides Huachengwei's operating strategy based on real-time data; the monthly review meeting is also a professional training and empowerment meeting to help the team optimize product selection and development path. This close cooperation model has increased the efficiency of Huachengwei's operations team by 20%.

Going overseas across borders has entered a new cycle of “value competition”. The three major changes that began in 2024 are a key leap forward in Huacheng's quest for innovation. Through supply chain restructuring, product selection innovation, and talent strategy upgrading, Huachengwei not only achieved a significant increase in sales, but also established a long-term sustainable competitive advantage.

Mr. Meng is full of confidence in the future: “As long as the Earth does not explode, commercial activity will not stop, and there will be opportunities for development. Now, our changes are starting to pay off, and we have increased sales by 35%. In the next three years, we will continue to expand our product matrix, accurately target potential categories such as rapidly growing 3D printing materials, and extend our business reach to more countries and regions. Abbottt, Premiere Creative’s creative director.

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