In July 2024, Wuhan, the live broadcast room of the Jingchen Building was brightly lit. The anchor sat in front of the camera and introduced the operation methods of label printers and a wide range of label supplies in fluent English.

Seller: NIIMBOT Jingchen
Main categories: smart label printer
Joined: 2020
Registered sites: 19 sites around the world, including the United States, the United Kingdom, Canada, Mexico, Japan, and Australia

In 2012, several young people opened an agency in Guangbutun, Wuhan to sell label printers from domestic and foreign brands.

In the traditional business ecosystem, an agency is a common starting point for starting a business. It links upstream manufacturing and downstream consumption, but it also means being attached to other people's product systems, making it difficult to control the core voice. Seichen was also in this marginal zone — unable to define products, accumulate brands, and truly determine one's own future.
It was this deep sense of insecurity “as a channel rather than a source” that became the original driving force behind their transformation. The team gradually realized that to have real living space, they must go from “dependents” to “creators.”

In 2014, Jingchen officially launched its own brand, completing a key transformation from agent to manufacturer.
“The moment we launched our own brand, our true journey was just beginning. ” Wang Yuankun, head of e-commerce at Jingchen International, said this.

Although this transformation meant leaving the “asset-light” comfort zone, it also brought product definition rights and brand building power.
From 2014 to 2020, Seichen entered a period of intensive cultivation. They polish products in a low-key manner, establish hardware R&D centers and software divisions, improve the supply chain system, and build a technical moat. In these six years, Jingchen completed “internal skills training” in the true sense of the word, and has also saved up momentum for future globalization.

In 2020, an epidemic unexpectedly hit the acceleration button for global digitalization. User consumption behavior is rapidly shifting online, and cross-border e-commerce ushered in explosive growth. According to China Customs data, China's total import and export volume of cross-border e-commerce reached 1.69 trillion yuan in that year, an increase of 31.1% over the previous year.

This year has been called “the first year of cross-border e-commerce” by many people. At this time, the elite, the product system is mature, the supply chain is stable, and the technology and quality have gone through many rounds of refinement. They are already “well-armed” and have all the conditions needed to go overseas.

“We began testing the waters of the overseas B2B market in 2019, received good customer feedback, product quality has also been tested, and the hardware return rate is very low. ” Wang Yuankun said.

Jingchen chose the first stop in the world's largest consumer market, the US, and opened an American site on Amazon. This decision became the starting point for the brand's globalization journey.

In the traditional logic of going overseas, the advantages of manufacturing in China are often reflected in “good products and low prices.” However, Jingchen knows very well that in the new era of competition in the global market, cost performance alone is far from enough. The real advantage is no longer limited to product performance, but lies in a deep understanding of user usage scenarios and the ability to continuously create value.

By analyzing the portraits of overseas users, Jingchen found that the overseas market user groups are more diverse, generally older, and even around 10% are people aged 60 and over. Therefore, Jingchen has launched targeted large-size consumables, which are not only easier for older users to read, but also fit the palm of overseas users.

Cultural adaptation is another key ability for Jingchen to enter the global market. The team studied local cultural preferences and customized scenario-based labeling supplies: Ramada-themed food baking labels in the Southeast Asian market; the European and American markets designed a series of festival products around Christmas, Halloween, Thanksgiving, etc.

“We will thoroughly analyze user reviews and published photos on Amazon, combined with back-office data analysis, to gain insight into the real needs of users and reverse promote the direction of product development. ” Wang Yuankun explained.

It is this kind of “user demand-driven” product strategy that has enabled Jingchen to gradually build a closed loop system from data insight to product iteration. Instead of simply selling printer hardware, they use printers as carriers and consumables as extensions. By continuously exploring and responding to real scene requirements, they have built a continuously evolving product matrix that penetrates deeply into users' daily lives. It's easy to see from the content in the Amazon review section that Seichen actually “understood” the voices of users.

Jingchen's ability to successfully promote “user-aware” products to the world and achieve leapfrog development has largely benefited from the support of Amazon, an ecosystem integrating data, tools, and traffic.

For example, in terms of brand protection, Jingchen has built a security barrier through Amazon's brand filing tool.
“After filing, if others want to list our products, they must obtain authorization, otherwise they will not be able to list properly. Abbottt, Premiere Creative’s creative director.

This mechanism effectively curbs follow-up sales and counterfeiting on a global scale, and protects the long-term construction of the brand.

In terms of market insight, Jingchen used brand analysis tools to obtain a “microscopic” perspective on the target market. From industry buzz words and brand traffic trends to traffic sources, share of competitors, and off-site promotion feedback, all key data is clear at a glance.

“We can quickly adjust our product strategy and marketing direction according to the different stages. ” Wang Yuankun said.

In terms of marketing communication, Seichen gave full play to the capabilities of the Amazon advertising system. More detailed delivery was achieved through brand ads, video ads, and AI-generated materials.

“We will now create video ads according to usage scenarios, and develop different delivery combinations according to the stage the product is in, and regularly review and dynamically adjust. ” Wang Yuankun explained.

For different countries and sites, Jingchen will also adopt differentiated content based on local culture and consumption habits.

Since the launch of Amazon's US site in 2020, Jingchen has expanded to 19 Amazon sites around the world, covering more than 180 countries and regions, and serving more than 13 million users. In core markets such as the US, Europe, and Japan, Seichen printers all ranked in the top three sales of similar products. The cumulative sales volume of the D11 explosion exceeded 1 million units, and the praise rate was as high as 99.3%.

Behind these figures is Jingchen's deep operation and full release of the ecosystem. Not only did they get the product right, but they also found the right channel for the product to “go global”, and completed the leap from a regional brand to a global brand, confirming the value of Made in China in the new round of globalization.

From a channel agent in Guangbutun, Wuhan, to a global brand whose products are now sold all over the world, Jingchen's growth path is not a simple “expansion curve.” Behind this is a profound transformation in business perception and value creation methods. This transformation is progressing along three levels:

The first is the transformation of identity from attachment to self-creation. Seichen's first step in transformation stemmed from “leaving” the status of a traditional agent. Instead of being tied to other people's brands to get orders, they face the market by building their own brands. This is not only a change in the role of channels, but also a restructuring of value positions.

In this process, Jingchen gradually established a “brand-centered” value system. From meeting demand to leading usage; from passively responding to the market to actively defining product functions and scenarios, they have embarked on the path of creators and begun the first step in upgrading the business model.

Second, value changes from products to ecology. As the brand moved from “manufacturing” to “creation”, Jingchen's mentality also changed. Instead of being limited to building a single machine, it focused on building a complete application ecosystem around label printing. Using hardware as the core, consumables as extensions, and software as connections, they have established an integrated system covering technical services such as apps, template libraries, and image recognition.

Every feature upgrade comes from user feedback and inspiration from real scenarios. From using more convenient templates to the “Shoot and Play” function launched in 2025, Jingchen has improved the user experience through continuous iteration, invisibly lengthened the user life cycle, and formed a unique moat for the brand.

Third, global transformation from export to co-creation. Jingchen's path to overseas markets is not to “copy” Chinese products to overseas markets, but rather to penetrate the environment used by every user with the attitude of “global co-creation.” They actively adapt to local cultures and language habits, collect feedback and rapidly iterate through continuous interaction with overseas consumers, and promote product localization.

Relying on Amazon, Jingchen has built a sales network and service system covering the world. It was the best seller in the vertical category on Amazon's US, Canada, Mexico, Japan, Australia and other sites. Behind this achievement is their keen insight into the needs of global users, as well as their dual control of brand consistency and cultural adaptability — a Chinese brand that has the real ability to go global has been forged in the process of continuous trial and error, deep cultivation, and multiple feedback.

Seichen's story is essentially a story about evolution: the evolution of business logic, the evolution of brand ideas, and the evolution of relationships with global users. From starting with a small store in Wuhan to a global brand that sells 10,000 units today, Jingchen completed the journey of more than ten or even decades for many companies in five years.

In the process, they not only sold more printers, but also redefined the globalization path of Chinese brands — no longer a simple product export, but a co-creation of values and lifestyles. This kind of deep commercial transformation is a profound proposition that more Chinese companies must think about and practice as they move to the world stage.

As more and more Chinese brands like Jingchen go global, “Made in China” will gradually complete its gorgeous transformation to “Made in China” and write its own wonderful chapter in the global market.