Can domestic headphones really challenge international brands?
• High-end brands take noise reduction technology to the extreme
• Mid-tier vendors compete to seize the market by reducing profits
• The entry-level products are surprisingly low

In Shenzhen, the city of innovation, there is such a domestic headphone brand that has defeated more than 180 rivals for 2 consecutive years, won 41 international awards, and is a headphone category leader in the Amazon global market. That's the story of 1MORE.

Xie Guanhong, founder of 1MORE, was responsible for OEM production for brands such as Apple and Amazon during his time at Foxconn. Seeing that workers on the production line couldn't afford high-quality products they made themselves, he developed an entrepreneurial idea: “We need to make earphones that young people can afford but are of good quality. “A taxi experience in Beijing strengthened his determination — when he discovered that the driver had hearing loss due to poor headphones, he made up his mind to make a good product that is responsible for consumers.

Despite this firm intention, the path to starting a business has not always been easy. “Why did Chinese brand products cost a few hundred yuan take on the challenge of selling international big-name headphones worth nearly 10,000 yuan?” This was the phrase I heard the most in the early days of 1MORE's founding. ” Faced with these voices, Xie Guanhong led the team to choose to use scientific methods and professional technology to speak:

1. Invest a lot of resources to establish professional laboratories
2. Test product performance repeatedly in the laboratory and carry out strict product testing
3. Take the initiative to send inspection to overseas authorities and actively participate in international professional evaluations

The hard work paid off, and the hard work paid off. 1MORE's products beat more than 180 brands for 2 consecutive years in international professional evaluations, occupied the top 2 places in the list for 2 consecutive years, and the product quality was recognized globally. Building high-quality products has taken an important step in internationalization. How to make more overseas consumers exposed to these good products has become a new issue facing the team.

In 2017, 1MORE began to deploy cross-border e-commerce, but soon encountered logistics problems. Director Bai Jie, who is responsible for cross-border e-commerce, recalled, “We have experienced many challenges such as customs clearance issues and inefficient last-mile delivery. We have also tried to build our own overseas warehouses or cooperate with third party warehouses, but none have achieved a good result. "

After many attempts, 1MORE finally chose the Amazon FBA service. This decision brought significant changes to the company:
1. Improved logistics efficiency: Through FBA, delivery time is 10-15% higher than before
2. Simplified operations: automated order processing greatly reduces labor costs
3. Returns processing: FBA provides professional product inspection and quick return and exchange services
4. Brand Exposure: Obtaining the Prime logo and reaching more than 200 million member users
5. Customer experience: Achieve 24-hour fast delivery and improve user satisfaction

Founder Xie Guanhong also gave a clear answer to the reason for choosing Amazon as the main overseas channel: “First, we have a good foundation of cooperation with Amazon. During the Foxconn era, we were involved in the production of Kindle and other products. Second, and most importantly, Amazon provides a fair and open competitive environment. Whether the product is good or bad is entirely up to the consumer. “So on Amazon, 1MORE has always implemented these strategies:

1. Product Strategy
• Adhere to high quality standards
• Focus on product innovation
• Strict quality control

2. Operation Strategy
• Valuing consumer feedback
• Continuously optimize the product experience
• Build brand reputation

3. Service Strategy
• Provide professional after-sales support
• Focus on user experience
• Maintain a quick response

1. Product is king
• Continued investment in R&D
• Strict quality control
• Focus on user experience
• Keep innovating and continuously launch new products to meet market needs

2. Platform selection
• Choose a standardized e-commerce platform
• Take advantage of the platform
• Understand and follow the rules of the platform in order to continue to grow

3. Long-termism
• Be patient
• Pay attention to user feedback: improve products and services in a timely manner
• Focus on building word-of-mouth

Through intensive cultivation on Amazon, 1MORE has achieved remarkable results:

1. The products have been well received in many national markets (brand awards)
• Won 41 international awards, including key awards such as iF, VGP, Red Dot, IDEA, G-Mark, IDA, CES
• It won 17 German iF design awards in 2017-2021, won the “iF World Design Guide”, the global audio product design ranking “TOP 10 Labels”, and is the only Chinese audio brand
• It has won 12 CES Innovation Awards at the US Consumer Electronics Show, and 12 products have received this honor for 4 consecutive years

2. Established a stable brand image
• China's top ten intellectual property enterprises in 2017
• Obtained 330 authorized patents as of 2023
• As of 2023, 39 headphone acoustic inventions have been released
• As of 2024, it has won the title of China's top ten headphone brands for 7 years

3. Get a continuously growing market share

Speaking about the future, Xie Guanhong is full of confidence: “We want the world to hear the 'voice of China'. This is not narrow nationalism, but rather we need to use technological innovation and extreme products to make Chinese brands gain international recognition. "

The company continues to cultivate in fields such as acoustic technology innovation and ergonomic design, and lays out emerging fields such as AI smart wearables. Just as its brand name “1MORE” means - go for first, always do better.

Director Bai Jie concluded, “Since we want to bring the best and most extreme Chinese voice overseas, we will definitely choose the most extreme FBA so that our customers can have a better experience. "

Through 1MORE, we saw how a Chinese brand successfully transformed from a foundry to an international brand by adhering to quality and making good use of platform advantages. Amazon FBA not only solved logistics problems, but also provided strong support for Chinese brands to go global.

Do you also want your brand to go global?If you were the founder of 1MORE, how would you lay out the cross-border market?Welcome to leave comments for discussion, and also welcome retweets, so that more people can see the strength of domestic brands!