Who would have thought that paper products that don't seem to have a high threshold can also be made into a powerful moat!Shenzhen Likord has been deeply involved in paper products for more than ten years, avoided the Red Sea, relied on segmented categories to gain a foothold in Amazon, sold 25 million US dollars in annual sales, and captured a large number of corporate buyers through Amazon corporate purchases.

Today, we're talking to Daniel, head of product development and supply chain at Licord, to see how he can reshape category logic and turn “inconspicuous” paper into a big business leading to the world.

Seller profile
Daniel
| Head of Product Development and Supply Chain |
Company: Shenzhen Recode Development Co., Ltd.
Main products: paper products
Entry sites: North America Station, Europe Station, Japan Station, Middle East Station, Australia Station
Outstanding performance:
● In 2025, Amazon's annual sales will be 25 million US dollars, and the performance will increase by 40%
● Multiple products entered the Best Seller

In 2015, Daniel relied on the accumulation to establish a foreign trade factory. He discovered a differentiated cut: segmented products such as coin wrappers and money lids are in huge demand overseas, but domestic factories are rarely involved because the process is unfamiliar and unwilling to invest in mold transformation costs. This allows him to cut into a more stable, less competitive circuit without having to roll in the Red Sea. As the market environment changed, the inventory pressure of traditional trade and the wealth effect of cross-border circles prompted him to start thinking: is making paper products a small business or a wider market?

In order to verify the conjecture, Daniel used a “stupid method”: he first put a link to a similar popular model in the shopping cart, quickly determined the other party's stocking scale by repeatedly adjusting the purchase quantity, and then estimated the value of the item by combining the costs. When he discovered that the inventory value of a single link was in the millions, he was convinced that this was a real blue ocean.

In 2017, Lecord officially entered Amazon and completed a key step in the transformation from foreign trade to cross-border trade.

Daniel, Head of Product Development and Supply Chain at Rikord
We chose Amazon for three main reasons:
● Amazon represents the mainstream market and can reach a large number of consumers
● Amazon rules are fair, and both fees and competition are in line with business rules
● Its market data can give us a lot of guidance

Referring to his successful experience at Amazon, Daniel's impression is that cross-border e-commerce is by no means a simple trade transaction; the underlying logic of pricing and product selection determines the brand's living space.

At the beginning, he still followed the traditional foreign trade pricing logic: pricing was based on cost plus another layer of expected profit. As a result, the product was once cold due to its high price. In 2018, he discovered through a cost-price clean-up that once it ran out of the rankings, sales were still steady even if the price returned to a reasonable range in the later stages. This trial and error made him realize that at Amazon, the key to getting started is not to make a profit, but to test the market with pricing first, and prioritize stabilizing rankings. As long as the product experience passes, users will not be lost due to price adjustments.

After finding out the rules, Lecord began to accurately anchor its ecological position: focusing on cost performance, and deepening the segmented track where domestic peers were unwilling to enter due to poor craftsmanship and unwillingness to modify models. Gradually, it gradually expanded from money wrapping paper and coin wrappers to other paper products such as transportation and logistics labels. Taking the 4x6 thermal label as an example, the product accurately hit the immediate pain point of “the label is not sticky, not waterproof, not scratch-resistant”, and can still be clearly identified after long-distance transportation and is widely favored by consumers.

With this kind of “stable cost performance+focused optimization of detailed experience+stable and sufficient inventory storage”, Licord's lottery coin wrapping paper products have successively reached the top of the Best Seller; at the same time, thermal labels, laser tags, etc. have been trusted by B-side consumers to become TOP suppliers. This complete approach verifies the viability of the differentiation path.

Initially, Ricord mainly focused on the C-side market to accumulate brand reputation, but back-office data sent an unusual signal: store data showed that Ricord had stable corporate repurchase orders, and in addition, customers actively inquired about bulk procurement and customization needs.

This made Ricord realize that Amazon not only connects hundreds of millions of individual consumers, but also directly reaches corporate buyers around the world.

Daniel, Head of Product Development and Supply Chain at Rikord
The traditional foreign trade model has pain points such as many intermediate links, low procurement efficiency, and opaque prices. In contrast, corporate purchasing helps us directly reach overseas corporate customers, shorten transaction links, improve procurement certainty, and stabilize sales through batch orders. It is particularly suitable for efficient overseas sales of standardized products such as paper product labels.

As a result, Licord pioneered a dual-track driving model and gradually formed a dual-track layout with the C-end brand and the B-end grabbing volume.

What is Amazon Business Buy
If you have received an order with the “Business Buyer” logo, congratulations, your product probably fits the needs of business buyers and has a chance of making a big deal.

Amazon Business Buy is an online purchasing business provided by Amazon for business buyers. Amazon seller accounts can be used for both individual and business buyers. By becoming an Amazon seller, you can sell products to Amazon Business customers. With an Amazon account, the cross-border e-commerce B2B and B2C markets are all covered.

B-side customers have more rational decision-making logic, and the key to transformation is trust and efficiency. Therefore, Licord designed the driving order link in three steps:
● On the selection:
Focus on solving industry pain points, such as developing high temperature resistant synthetic paper labels to meet usage requirements in manufacturing and other scenarios; optimize the weight of label paper and reduce costs and prices without affecting use. At present, the B-side exclusive industrial-grade label series accounts for 30% of new product development, accurately matching the warehousing and logistics management scenarios of small and medium-sized enterprises
● On the listing page:
The listing title and five-point description are written around key points of corporate procurement concerns, such as supporting batch discounts, being customizable, and supporting corporate invoices; the A+ page complements “evidence” of trust, such as showing actual factory scenes and related certification information, and providing FSC certification: BPA/BPS Free certification, PFAS FREE certification, REACH certification, etc. to strengthen the brand's environmental image

● In terms of service:
Use automatic response tools to improve response efficiency and provide quick and clear answers to professional questions such as specifications and MOQ

Daniel, Head of Product Development and Supply Chain at Rikord
Our B-side corporate customers mainly come from corporate procurement, small retailers and educational institutions. Compared with C-end consumers, corporate B-side customers have the following characteristics:
● The return rate is extremely low because the purpose of the purchase is clear
● High repurchase rate and brand loyalty, easy to form long-term cooperation after identifying reliable suppliers
● Price sensitivity is reflected in total cost considerations. Premium acceptance is higher for sellers who can provide professional qualifications, stable supply and customized services
● Based on these characteristics of B-side customers, it is important to establish their trust in the brand.

According to Lecord, for orders from huge enterprises, instead of investing a large amount of manpower to beat big customers one by one, it is better to make good use of corporate purchasing tools and establish a screening and transformation mechanism that operates automatically:

● Set up large packages, combining data-driven and industry practices:
First, look back at the order history to find out what purchasing units are commonly used by business buyers. For example, it was discovered that many customers centrally purchased about 1,000 sheets at a time, and standard packaging was set based on this; at the same time, referring to common industry specifications (such as 500 sheets/roll commonly used in printing supplies), and combined with customer service feedback on the preferences of key customers, the packaging specifications were finally set on the balance of “good storage, easy handling, and better cost”

What is big packaging
A bulk-packed product is a product composed of multiple single sellable items, such as a 6-pack of keyboards (each keyboard is usually sold separately). Delivery in large packages can be combined and the cost of each item can be reduced, saving costs for business buyers, as well as increasing sales and profits for sellers.

● Set corporate price and quantity discounts (BPQD) to increase the proportion of large orders:
Licord generally plans 2-3 tiered discounts. The highest discount is usually controlled at 10% to 20%, which effectively attracts bulk purchasing customers. The single largest enterprise order came from a medium-sized warehouse company. The other party directly ordered more than 4,000 boxes of 4×6 printed labels at once at a tiered discount. The order amount was as high as 6,500+ US dollars

[Operation Guide] BPQD Setting Path
● Set up corporate discounts for all products with one click:
Seller Central > Determine Pricing > Automate Pricing > Business Directory Level Rules
● Flexible automated pricing rules (set up corporate discounts for selected ASINs):
Seller Central > Determine Pricing > Automate Pricing > Create a New Pricing Rule
● Upload forms to quickly set up corporate discounts:
Seller Central search for “Upload Business Prices in Bulk” and download the “Business Specific Data Feed File” to set bulk price discounts for products through the file template
● Set up corporate discounts for individual ASINs:
Seller Central > Inventory Management > Business Price/Add Quantity Discounts

● Place exclusive advertisements for corporate purchases to obtain high-quality conversions:
Daniel pointed out that of all ad types, corporate purchase ads performed the most prominently. Its core advantage is that it can accurately filter traffic and directly reach corporate buyers with clear search intentions. Compared to ordinary ads, this type of traffic has a shorter conversion path and higher delivery efficiency

Amazon Business
Target corporate customers more accurately and expand the influence of stores.

The consumer's consumption decision process
● Cognition
● Consider
● Purchase
● Loyalty

● B-side display promotion advertisement
The system automatically selects ad positions based on advertising strategies, accurately targets B2B segments, and helps you reach corporate customers at different stages of the shopping journey.

● B-side product promotion advertisement
Advertisers using product promotion can use the exclusive bid adjustment function of Amazon Business Purchase to expand reach with corporate buyers and enhance sales conversion. By using exclusive product promotion activities for corporate purchases, sellers can individually set advertising campaigns that are only visible to corporate customers to accurately reach high-quality corporate customers.

● Take advantage of major corporate purchase promotions and reap exponential growth:
For seasonal products related to students (such as name tags), stock is increased in advance according to the back-to-school season, and B-side orders can often increase 2 to 3 times during the event

Finally, Daniel's advice to new sellers is very simple: you must find the right position. You can try more in the early stages, but as you go, you need to clarify your price range and segmentation direction. The market cannot be completely destroyed; the focus is on turning a small racetrack into a moat. For Ricord, the core strategy for the future is still to deeply cultivate segmented fields, transform the first-mover advantage into a more stable long-term principle, and expand the business further.