Regarding the opportunity to start a business, Mr. Xiao gave an answer that is quite representative of today's “migrant workers”: “I used to work as a mold engineer in a foreign trade foundry. When I started my business in 2020, I simply felt that the company and industry had encountered a huge bottleneck in development. I wanted to take a break and take a look. ” With the advice and help of a friend in the overseas industry, Mr. Xiao founded Xiamen Grey Rabbit Technology Co., Ltd., and decided to enter Amazon Japan to use the equipment he used to use in his past work — a measuring tool.

💡 Select measurement tools
Leveraging the advantages of China's industrial chain to quickly break the game
In various families of measuring instruments, a vernier caliper is already a widely used high-precision measuring tool. However, in the process of using this tool in the past, we still found some things worth optimizing and improving. After hundreds of years of development and application, this tool can still be differentiated. More importantly, there is no essential difference between domestic and foreign measuring tools, but foreign products are more expensive, which brings higher profits. I believe “Made in China” has excellent quality and the ultimate cost performance ratio. By seizing the opportunities of cross-border e-commerce, we can get rid of domestic price barriers, establish our own brands overseas, and explore greater business opportunities.

💡 Preferred station in Japan
Little competition, close distance, familiar business
Although Amazon Japan is smaller than the US, the competition is relatively less intense, and it is easy to break through the racetrack. Furthermore, Japan is close to China, the time difference is small, and the pressure on logistics timeliness, costs, inventory, etc. is not that great. At the same time, Japan's population density is high, and the overall return rate is relatively low, which helps reduce operating costs. In addition, our own operation team is familiar with all aspects of going overseas, such as Japanese regulations, taxation, logistics, etc., so starting the Japan Station business will have a competitive advantage.

Based on these two insights, Mr. Xiao founded Grey Bunny and officially began going overseas to Japan in 2021. Since the beginning of going overseas, Grey Bunny has adhered to the concept of “seven points on product, three on operation”, and is committed to creating differentiated measurement tools, improving product performance and experience through “micro-innovations” such as changing materials, adding functions, and optimizing design, maintaining a price advantage by controlling costs in the supply chain, operation, advertising, etc., and seizing greater business opportunities with the ultimate cost ratio. On the other hand, in the face of the personalized needs of overseas consumers, Grey Rabbit is also continuously optimizing all processes and aspects of operation. For example, since Japanese consumers generally have strict quality requirements, gray rabbit has raised quality inspection standards during the production process; for the small space in Japanese homes, their calipers come with their own storage box, making it easy for users to organize and store.

Build the best seller in mature categories
Three major innovations to make the product “more user friendly”
When it comes to product innovation with “little room” for improvement, such as a cursor caliper, the competition is insight into everyday usage scenarios and attention to product design details. In this regard, Grey Bunny's caliper has mainly made three major innovations. Furthermore, relying on the advantages of functionality and experience, it has successfully overtaken many major international brands and become the best seller in the Japanese category!

1 Focus on details and improve the experience
Since the product is manufactured in China, when overseas consumers unpack the box and use it, it has already gone through two to three months of inventory turnover, and the electricity is almost exhausted. In order to allow users to “use it right out of the box”, Grey Bunny added insulation sheets to the product, greatly reducing electricity loss during logistics.

2 Material upgrade, lightweight and easy to use
The caliper is generally made of stainless steel, which is easy to scratch the surface of the object to be measured during measurement. Therefore, the gray rabbit uses ABS plastic material to avoid scratches, while also reducing weight and making it more portable.

3 Innovative design, double functionality
More importantly, the gray rabbit caliper not only excels in common functions such as measuring length, depth, and internal diameter, but also added new functions such as measuring the difference between the two sizes through design innovation, making it more convenient for users to use.

Today, overseas consumers are becoming more and more careful in their spending decisions, and Grey Bunny has taken advantage of this shareholder style and embarked on a “wild” path of going overseas — after 2 years in Japan, it ushered in a year-on-year increase of nearly 100% in annual sales, reaching 250 million yen in 2023!

Compared to seasonal products and fashion FMCG products, the measurement tools sold by Grey Bunny are typical “standards”. It is not easy to innovate in operation, but once a product is recognized by consumers and an advantage in category ranking is established, it will be relatively “worry-free” in terms of operation. How to attract more exposure and traffic to get more users to pay attention to Grey Rabbit's products?They have their own set of “drainage combo punches”

Drainage Combo Fist Optimization Listing
Mr. Xiao mentioned, “Compared to many of our peers, we have an outstanding advantage — we know the product better. ” Independent research and development allows the Grey Bunny team to have a more comprehensive understanding of product features, and can explain product advantages to consumers that they can easily overlook through Listing. Based on this, they also found an efficient listing production process:

Step 1 Arrange keywords
Use tools such as Amazon Brand Analysis (ABA) reports to obtain keywords, and research competitive products and search trends in the entire industry to arrange keywords for copy such as listing titles.
Step 2 Filter images
The selection is based on the product's own advantages and the preferences of local consumers. For example, in Japan, which loves storage, gray rabbit shows the characteristics of the product's own storage box in the “golden position” of the main image, which intuitively reflects its unique advantages.
Step 3 Continuous optimization
After finalizing the listing, make targeted adjustments according to business needs. For example, a cursor caliper launched by Grey Bunny is mainly used in household measurement scenarios, such as home DIY, gardening, etc., but it received some bad reviews after it went online. It turns out that users mistakenly thought that this caliper could also be used in professional industrial or mechanical fields, but after actual use, they found that the accuracy was insufficient.
After understanding the reason, the operation team added reminders in prominent places on Listing, emphasizing that the product is mainly used in household scenarios, and solved this “bad review storm”.

Advertisements & Promotions for Draining Combo Punch
Next, Grey Bunny will be diverted through advertising to quickly increase exposure. “Actually, Amazon has provided you with a complete set of drainage tools, depending on how you use them. The easiest and most direct method is Sponsored Products (Sponsored Products) ads. Especially after setting up a listing, it's easier to choose whether to place it automatically or manually. Abbottt, Premiere Creative’s creative director.

💡 Tips: During the launch period, Grey Bunny's advertising goal is to improve category rankings, so there will be no special advertising budget in the early stages. The operation team will wait for new product categories to rank higher and lower before optimizing advertising costs.
Considering that Japanese users are keen to participate in all kinds of promotions, promotional reports and in-site promotions are also an important means of draining gray rabbit from the Japanese station. Grey Bunnies generally report DOTD (Treasure of the Town Store) every month. “After testing, we found that the activity to report DOTD was the best.” During Black Friday last year, almost all of their products participated in DOTD, and their overall sales increased more than 7 times compared to daily use.

Since the measurement tool itself is extremely B-side, and most members of the company have done traditional foreign trade and have a natural sense of familiarity and familiarity with the B-side business, as soon as Grey Rabbitfish settled in Amazon, they began using the tools and services purchased by Amazon companies.

For small businesses in particular, corporate purchasing has a core advantage — MOQ. The traditional foreign trade minimum order volume is generally one or two thousand, which is too large for many small factories or enterprises. They can usually only buy at offline wholesalers or even retail stores. The corporate purchase provided them with another kind of commercial procurement possibility, and also created B-side opportunities within our reach for our 10-person operation team — reaching C-end and B-end users at the same time without additional operating costs, opening a second growth curve for going overseas.
Now, the B-side business has become an “accelerator” for Grey Bunny's growth — B-side sales grew 129% in 2023, accounting for about 10% of its total sales in Japan, reaching 25 million yen. What was even more surprising was that the corporate purchase brought them several large orders.

For example, in August of last year, Grey Bunny offered a 1% point discount to Japanese corporate users, and successfully received a large order of measuring tools totaling 100 pieces, totaling 100,000 yen!
How to get such impressive B-side results in a short time?Focusing on B-side customer preferences and adopting targeted operational strategies is a top priority. According to Mr. Xiao, B-side users will pay more attention to product attributes and prices.
In response to the former, in addition to continuing to polish the product, Grey Rabbit also adds corresponding certification certificates to the listing, such as CE certification, etc., to increase the trust of enterprises in their products. In the future, the team will further optimize the listing for Grey Rabbitfish's B-side best-selling items, emphasize B-side attributes, and increase the exposure and conversion rate on the enterprise side.

In terms of price, gray rabbit also has two major tips for “increasing exposure and promoting conversion”:

Participate in exclusive promotions for corporate purchases to quickly drive sales growth
Every year, according to the procurement habits of overseas companies, a number of B-side exclusive promotions are set up to directly increase sellers' awareness and exposure on the B-side and promote sales conversion. For example, many Japanese companies will make purchases during the end of the January-March fiscal year, so every year from the beginning of January to the end of March, Amazon Japan will have a year-end settlement event dedicated to corporate buyers. Business buyers can prominently see promotions on the Amazon Business homepage, greatly increasing the exposure and conversion rate of participating brands. This is also a hot point we take very seriously.

During the corporate year-end settlement period in 2023, we set up a corporate exclusive discount of about 10% for almost all ASINs. The discounted prices quickly ignited the purchasing enthusiasm of Japanese companies and institutions, and B-side sales increased 716% year over year during the big promotion!
Moreover, we also discovered a phenomenon during the all-site promotion campaign, that is, the B-side sales growth rate is significantly higher than that of C-side sales, so we can intuitively feel the strong momentum of B-side business growth. For example, during the 2023 Japan Black Five Network 1 period, our B-side sales grew 150% year-on-year. During Prime membership in the same year, B-side sales increased 300%, and the growth rate was 50% higher than that of the C-side!

Optimize B-side price settings and efficiently increase customer unit prices
With a complete listing, Grey Bunny's B-side customers generally already know enough about its products. Mr. Xiao also mentioned, “Enterprise customers rarely ask us for product-related information. Abbottt, Premiere Creative’s creative director.
On this basis, in order to meet the bulk purchasing needs of enterprise users, Grey Bunny has set up BPQD (corporate price and quantity discount) for 93% of ASINs to provide different levels of discount according to the gross profit situation of each product. “Generally, the first tier discount is 3%, requiring a single order of about 5 to 10 items. Depending on the number of purchases, a business-only discount of up to 10% can be given. Abbottt, Premiere Creative’s creative director.
This price setting has effectively stimulated the number of corporate users of Grey Rabbit Fish — the average customer unit price on the B-side is 2 times that of the C-side, and the purchase volume per order is 80% higher than that of the C-side.

In the future, Grey Bunny plans to further expand its B-side business, unlock the B-side C-side simultaneous “boom” on Amazon with excellent product quality and a systematic operation style, and achieve the goal they set when they first went overseas — to enhance the influence of Chinese-made brands around the world!

Business discount blue badge to attract more clicks
Products will have the opportunity to get a blue corporate discount badge on the home page, search results page, and other ad detail pages for businesses to get more exposure and clicks.

Additional display on the enterprise side to increase exposure
Products will have the opportunity to be displayed on the corporate procurement promotion section, section, special event page, etc. on the corporate homepage for additional display. You will also have the opportunity to enjoy an additional homepage display when the ASIN discount is set to > 5% off.

The detail page highlights corporate discounts to increase conversions
Highlight business prices and quantities on product detail pages to encourage business buyers to place orders quickly.

BPQD usage path:
💡 Individual ASIN settings: Seller Central > Inventory Management > Business Price/Add Quantity Discounts.
For details, please copy the following link to your browser to view it: https://sellercentral-japan.amazon.com/learn/courses?moduleId=53dd5575-3ed8-4f18-8d30-94ee94494d01&courseId=c62c045f-a7ed-4051-98a1-d1c407edfc89&refTag=su_course_accordion&modLan Guage=Chinese
💡 Bulk ASIN Setup: Upload a file template or use automated pricing.
For details, please copy the following link to your browser to view it: https://sellercentral-japan.amazon.com/learn/courses?ref_=su_course_accordion&moduleId=e9e07f8a-031f-4de3-9831-46c31c3df372&courseId=c62c045f-a7ed-4051-98a1-d1c407edfc89&modLangu age=Chinese