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Seller story
With 40% growth in a year, Amazon's UK site won a single £7w corporate order. Why did they get “fresh” overseas?
August 19, 2024
Reading time about 6 minutes
Did you know that up to 50% of the world's vaccines are wasted every year?[1] Have you heard that the average loss and waste rate of food is 22.7%, or about 460 million tons?[2] Part of this waste is due to lack of temperature control and complete cold chain logistics. Therefore, it is imperative to do a good job of “keeping fresh” in the cold chain.
In Xuzhou, Jiangsu, Jiangsu Jingchuang Electric Co., Ltd. (“Jingchuang Electric”), which has specialized in AI instruments and cold chain monitoring and control systems for 28 years and is dedicated to providing cold chain IoT solutions, has led “freshness” at home and abroad, and has become a protector of the freshness and safety of food and pharmaceuticals. With international brands, innovative technology, and localized operations, Jingchuang Electric has explored a new path of “tasting, competing for freshness, and leading the way” for industrial products to go overseas, speeding up access to overseas B-side traffic and high-quality enterprise buyers. Today, we invited Li Chaofei, Chairman of Jingchuang Electric, as well as Cindy, Director of Operations of Jingchuang Electric America, and Sara, Director of Operations of Jingchuang Electric UK, to talk about how they achieved big sales through online channels on the niche industrial products circuit.
In Xuzhou, Jiangsu, Jiangsu Jingchuang Electric Co., Ltd. (“Jingchuang Electric”), which has specialized in AI instruments and cold chain monitoring and control systems for 28 years and is dedicated to providing cold chain IoT solutions, has led “freshness” at home and abroad, and has become a protector of the freshness and safety of food and pharmaceuticals. With international brands, innovative technology, and localized operations, Jingchuang Electric has explored a new path of “tasting, competing for freshness, and leading the way” for industrial products to go overseas, speeding up access to overseas B-side traffic and high-quality enterprise buyers. Today, we invited Li Chaofei, Chairman of Jingchuang Electric, as well as Cindy, Director of Operations of Jingchuang Electric America, and Sara, Director of Operations of Jingchuang Electric UK, to talk about how they achieved big sales through online channels on the niche industrial products circuit.
Try it out
In 2016, companies bought the first batch of “eat crabs” in the first year
Open a traffic portal for a large number of B-side corporate buyers
In 2016, companies bought the first batch of “eat crabs” in the first year
Open a traffic portal for a large number of B-side corporate buyers
Since its establishment, Jingchuang Electric has been striving to develop in the direction of internationalization. In 2015, domestic cross-border e-commerce had just started, and in the niche product field of temperature control recorders, there were very few companies that dared to get involved in cross-border e-commerce. It was in this year that Jingchuang Technology built the Elitech brand, launched Amazon in Europe and the US, and began a global journey. Subsequently, when Amazon Business Purchase was launched in 2016, Elitech launched Enterprise Purchase simultaneously, opening a traffic portal for overseas B-side buyers.
Li Chaofei, Chairman of Jingchuang Electric: “Amazon can not only help us bring sales and profits, but also help Jingchuang Electric establish its own overseas brand image, so we opened Amazon stores a long time ago and became one of the first industrial companies to buy crabs from cross-border e-commerce and Amazon companies. Abbottt, Premiere Creative’s creative director.
From offline channels accounting for 90% and online channels accounting for 10% in 2015, to now accounting for more than 60% of offline channels and more than 30% of online channels, Jingchuang Electric has achieved rapid growth in performance in recent years by boosting online B-end customers. In 2023, Jingchuang Electric Amazon's European and US sites grew by 40%, ranking first in the list of best sellers of industrial data recorders for temperature and humidity data recorder products.
From offline channels accounting for 90% and online channels accounting for 10% in 2015, to now accounting for more than 60% of offline channels and more than 30% of online channels, Jingchuang Electric has achieved rapid growth in performance in recent years by boosting online B-end customers. In 2023, Jingchuang Electric Amazon's European and US sites grew by 40%, ranking first in the list of best sellers of industrial data recorders for temperature and humidity data recorder products.
Fight for freshness
Deeply study the cold chain scenario
Exploring overseas blue ocean markets through scientific and technological innovation
Deeply study the cold chain scenario
Exploring overseas blue ocean markets through scientific and technological innovation
In countries and regions such as the United States and Europe, the trend of online procurement of industrial products is growing rapidly. How to quickly win the trust of B-side buyers online and reach more overseas target users has been the focus of Jingchuang Electric's research.
Get down to earth and study the cold chain scenario in depth
Cold chain temperature control products are greatly affected by national laws and regulations. The introduction of laws and regulations such as food and drug transportation requirements has brought new demand points and development opportunities to the cold chain temperature control field, and will drive the food cold chain transportation monitoring market to achieve significant growth. For example, in the UK and Germany in Europe, the government has strict requirements for drug regulation. Special personnel will regularly visit pharmacies to check the temperature changes in the drug storage freezer. This requires enterprises to be able to provide all temperature control records during the cycle.
Cold chain temperature control products are greatly affected by national laws and regulations. The introduction of laws and regulations such as food and drug transportation requirements has brought new demand points and development opportunities to the cold chain temperature control field, and will drive the food cold chain transportation monitoring market to achieve significant growth. For example, in the UK and Germany in Europe, the government has strict requirements for drug regulation. Special personnel will regularly visit pharmacies to check the temperature changes in the drug storage freezer. This requires enterprises to be able to provide all temperature control records during the cycle.
Therefore, after in-depth research, Elitech's cold chain products mainly focus on the following scenarios:
● Pharmaceuticals: Focus on the transportation of pharmaceuticals and vaccines. This scenario has strict temperature requirements, requires the use of reusable temperature recorders, and the equipment is relatively expensive.
● Food: A disposable temperature recorder is required during the transportation of seafood, fruits and vegetables, and flowers, and the price is relatively low.
● Precision instruments, equipment, museums, computer rooms: Changes in temperature will affect the precision of electronic components and collections, and temperature recorders are required.
● Refrigerated packaging factory: Some supporting temperature facilities are required, including temperature recorders.
● Pharmaceuticals: Focus on the transportation of pharmaceuticals and vaccines. This scenario has strict temperature requirements, requires the use of reusable temperature recorders, and the equipment is relatively expensive.
● Food: A disposable temperature recorder is required during the transportation of seafood, fruits and vegetables, and flowers, and the price is relatively low.
● Precision instruments, equipment, museums, computer rooms: Changes in temperature will affect the precision of electronic components and collections, and temperature recorders are required.
● Refrigerated packaging factory: Some supporting temperature facilities are required, including temperature recorders.
Accurate user portraits for a good localized experience
After several years of intensive online cultivation and refined operation, Jingchuang Electric has accumulated a large number of professional enterprise end users online, including pharmacies, laboratories, universities and hospitals. For how to gain the trust of overseas B-side buyers, localized operation and demonstration of the company's own professional strength are indispensable.
Sara, Director of Operations at Jingchuang Electric UK: “B-side users in the European market are relatively conservative and cautious, and value their own language and culture. Therefore, the packaging, instructions, software, and apps of our European products all support many different languages, making it easy for consumers to freely choose the language that suits them. Abbottt, Premiere Creative’s creative director.
After several years of intensive online cultivation and refined operation, Jingchuang Electric has accumulated a large number of professional enterprise end users online, including pharmacies, laboratories, universities and hospitals. For how to gain the trust of overseas B-side buyers, localized operation and demonstration of the company's own professional strength are indispensable.
Sara, Director of Operations at Jingchuang Electric UK: “B-side users in the European market are relatively conservative and cautious, and value their own language and culture. Therefore, the packaging, instructions, software, and apps of our European products all support many different languages, making it easy for consumers to freely choose the language that suits them. Abbottt, Premiere Creative’s creative director.
At present, Jingchuang Electric has set up local companies in North America, Europe, etc., and is mainly responsible for local sales, technology, and after-sales service, and plans to expand overseas operation teams in the future to better understand overseas users and markets, so as to truly localize operations.
Scientific research and innovation, product first principle
For cold chain industrial products, B-side users often need a long period of observation and investigation. In Europe, whether in the field of pharmaceuticals or food monitoring, B-side users' core requirements for temperature and humidity monitoring products focus on product reliability and stability.
As an innovative enterprise, Jingchuang Electric has always regarded technological innovation as the core driving force for development, adhering to the “product first principle” concept, and insists on investing 6% + of annual sales revenue in R&D and innovation. The company has a professional team of more than 130 R&D engineers, focusing on product technology innovation and continuous improvement of reliability, and has accumulated more than 150 patented technologies.
For cold chain industrial products, B-side users often need a long period of observation and investigation. In Europe, whether in the field of pharmaceuticals or food monitoring, B-side users' core requirements for temperature and humidity monitoring products focus on product reliability and stability.
As an innovative enterprise, Jingchuang Electric has always regarded technological innovation as the core driving force for development, adhering to the “product first principle” concept, and insists on investing 6% + of annual sales revenue in R&D and innovation. The company has a professional team of more than 130 R&D engineers, focusing on product technology innovation and continuous improvement of reliability, and has accumulated more than 150 patented technologies.
In terms of new product development, Jingchuang Electric will synthesize industry trends and market feedback, and use services such as Amazon Brand Analysis Report (ABA) to understand consumer trends, capture user pain points from Amazon reviews and customer feedback, and develop new products based on this, such as the current temperature and humidity recorder project. The focus is on developing some new networking functions.
Cindy, Director of Operations at Jingchuang Electric America: “Every month, the operation team analyzes review and return data, checks customer dissatisfaction points and issues with many complaints, and feeds this information back to R&D personnel to evaluate what aspects can be improved, so that internal product iterations can be carried out later.
For example, the temperature and humidity recorder product we developed earlier focused on portability. At the time of initial product design, the standby time was only 7 days, and we thought it should be able to meet the customer's normal usage needs; however, in reality, many customers left us feedback and wanted a longer standby time, so we iterated the product and increased the standby time to 2 months, and the product return rate plummeted by nearly half as a result. Abbottt, Premiere Creative’s creative director.
For example, the temperature and humidity recorder product we developed earlier focused on portability. At the time of initial product design, the standby time was only 7 days, and we thought it should be able to meet the customer's normal usage needs; however, in reality, many customers left us feedback and wanted a longer standby time, so we iterated the product and increased the standby time to 2 months, and the product return rate plummeted by nearly half as a result. Abbottt, Premiere Creative’s creative director.
In terms of patented inventions, Jingchuang Electric has 21 invention patents/145 valid patents, 3 national torch plans, and participated in the drafting of 28 national industry standards. At the same time, the company has also established a nationally certified CNAS laboratory, which covers 8 functional areas and is equipped with more than 300 units (sets) of advanced inspection and testing equipment at home and abroad, including 7637 test systems, Agilent integrated analyzers, electrical transient conduction group pulse generators, dispersive X fluorescence spectrometers, lightning surge generators, etc. The calibration reports output can be used globally, providing a solid foundation for global quality inspection. It also provides support and guarantee for Jingchuang Electric to seize the overseas B-end user market.
In order to better showcase its expertise in the field of cold chain temperature control, Jingchuang Electric will display the various invention patents, certificates, factory and laboratory information it has obtained, and content that can “show muscle” on the listing, so that B-side users can understand the brand more quickly. At the same time, Jingchuang Electric will also actively participate in overseas offline exhibitions, such as the American Fruit and Vegetable Exhibition, the Boston Seafood Show, etc., which is helpful in increasing brand trust and gaining the trust of professional buyers.
Lingxian
Take advantage of Amazon's rich tools
Improve trust and get a big order of 70,000 pounds
Take advantage of Amazon's rich tools
Improve trust and get a big order of 70,000 pounds
Through Amazon corporate purchases, Jingchuang Electric accurately reached B-end target users such as hospitals and catering services. At the same time, it used the rich tools of the corporate shopping back office to make the original complicated quotation process simple, fast and efficient, and provided great help in promoting online commercial procurement orders.
At the pricing level, Elitech set corporate prices and volume discounts at the beginning of the B-side launch, and after the launch of the Custom Pricing (Custom Pricing) tool, it tried to provide deeper corporate discounts for popular ASINs in counterpart industries. In addition, Amazon Business Purchase provides a pricing “artifact” called Business Discount Analysis (BDI), which can help sellers set appropriate prices based on external market conditions. At the same time, with the Custom Quote Engine (Custom Quote Engine) [tool], B-side buyers and Elitech can directly inquire, return, and quote large orders online, thereby providing one-on-one customized offers and driving sales growth.
In terms of customer service, the Amazon Business Purchase account manager can give immediate feedback to the seller's questions, and also has a good analysis of the use of tools related to corporate shopping. At the B-side customer level, they also have a very high level of trust in Amazon. A major B-side customer in the UK is deploying projects in different countries around the world and needs to purchase temperature control recorders in large quantities. After purchasing and testing Jingchuang Electric's products on Amazon, I was very satisfied and sent a message to inquire through Amazon's back office. With the help of Amazon's domestic purchasing team and the UK team, the customer submitted detailed inquiry information such as purchase quantity, expected unit price, expected delivery date, and expected response deadline online, and Jingchuang Electric made a return and quotation. The Amazon team has been continuously tracking the delivery process of the later product to ensure smooth communication of the project. The Amazon Business Buying team played a key role throughout the order fulfillment process. In the end, thanks to everyone's unremitting efforts, in April 2024, Jingchuang Electric received a large order of 70,000 pounds in the UK, with more than 1,000 orders.
Unpopular industrial categories also have great opportunities on Amazon. However, at the same time, industrial products overseas also face multiple challenges such as supply chain management, differences in localization, and product quality and compliance. Jingchuang Electric, the invisible champion in the cold chain temperature control segment, has taken the lead under the major trend of online transfer of commercial procurement through online advance layout. In the future, Jingchuang Electric will continue to cooperate closely with Amazon, follow the trend, make agile adjustments according to user needs and market changes, and fully embark on the path of globalization.
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