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Seller story
Earning hundreds of millions of yuan a year by “rollerblers”, fitness experts sell gantries on Amazon in the US, and annual sales soar 150%!
April 14, 2024
Reading time about 6 minutes
Walking into Ruitfi's office in Ningbo is like breaking into a gym. Various fitness equipment such as gantries, pedals, dumbbells, etc. are all popular products on Amazon. Founder Lin is always a fitness expert. Even recruiting product managers are “selfish” and must find fitness enthusiasts in order to test and use the products.
Fitness exercises require perseverance, toughness, and even “being able to bear hardships”. These qualities have also provided a source of motivation for RuiTefi to keep growing. In 2022, Rytfi's annual sales exceeded 100 million yuan and showed a growth trend of doubling year by year. In 2023, Heiwu.com's sales volume increased more than tenfold, and the growth rate is expected to reach 150% in 2024.
In Mr. Lin's story, we'll see how his personal interests evolved into a lifelong career, and how he stopped losses and adjusted his direction in a timely manner in the early stages of his business, and identified a family fitness circuit. Mr. Lin's experience has undoubtedly provided valuable experience and inspiration for sellers and fitness companies that are about to open up North American sites to go overseas.
Fitness exercises require perseverance, toughness, and even “being able to bear hardships”. These qualities have also provided a source of motivation for RuiTefi to keep growing. In 2022, Rytfi's annual sales exceeded 100 million yuan and showed a growth trend of doubling year by year. In 2023, Heiwu.com's sales volume increased more than tenfold, and the growth rate is expected to reach 150% in 2024.
In Mr. Lin's story, we'll see how his personal interests evolved into a lifelong career, and how he stopped losses and adjusted his direction in a timely manner in the early stages of his business, and identified a family fitness circuit. Mr. Lin's experience has undoubtedly provided valuable experience and inspiration for sellers and fitness companies that are about to open up North American sites to go overseas.
How to start a business in 3 steps
A billion-level big sale opens the way to the sea
A billion-level big sale opens the way to the sea
From confusion and exploration in the early days of starting a business to now having a clear positioning and gradually growing into Amazon's billion-level sales, Mr. Lin's entrepreneurial journey is undoubtedly a microcosm of many cross-border e-commerce sellers.
At the beginning of his business, Mr. Lin also experienced a period of confusion and “stuck with the head” in product selection. At the time, Mr. Lin observed that the large home furnishing market in Ningbo had great potential, so he began experimenting with selling office furniture. At first, sales were quite good, but soon the industry “rolled up”, and the smaller Ruitfi was forced to quit. However, this experience was not for nothing. It allowed Mr. Lin to accumulate valuable experience in operating large products, laying a solid foundation for the success of future sales of bulky products such as gantries.
At the beginning of his business, Mr. Lin also experienced a period of confusion and “stuck with the head” in product selection. At the time, Mr. Lin observed that the large home furnishing market in Ningbo had great potential, so he began experimenting with selling office furniture. At first, sales were quite good, but soon the industry “rolled up”, and the smaller Ruitfi was forced to quit. However, this experience was not for nothing. It allowed Mr. Lin to accumulate valuable experience in operating large products, laying a solid foundation for the success of future sales of bulky products such as gantries.
Since then, Mr. Lin's entrepreneurial path has reached a critical turning point. With the sudden outbreak of special circumstances a few years ago, people are choosing to stay at home, and the demand for home fitness has skyrocketed. As a fitness enthusiast, Mr. Lin has captured the huge opportunities behind this change. However, a new problem has arisen: although they have the advantage of Ningbo's high-quality bulky goods industry belt, and they also have very compatible factories, local cooperative factories do not really understand consumer demand for home fitness equipment such as reverse pedals.
As a result, Mr. Lin and his team began to follow Amazon reviews every day to find the direction consumers wanted to improve, then merged with the factory, developed and designed together, and actively sought new cooperative factories. In the end, they found a highly compatible factory in Jiangsu. Through the integration of local and foreign supply chains in Ningbo, the quality, quality, and supply of explosives were stable.
As a result, Mr. Lin and his team began to follow Amazon reviews every day to find the direction consumers wanted to improve, then merged with the factory, developed and designed together, and actively sought new cooperative factories. In the end, they found a highly compatible factory in Jiangsu. Through the integration of local and foreign supply chains in Ningbo, the quality, quality, and supply of explosives were stable.
Despite the sudden increase in sales and remarkable results, Mr. Lin clearly realized that the dividend was only temporary, and if we want to develop for a long time, we must deeply cultivate market segmentation. Mr. Lin's keen sense of the market has seen that in the post-pandemic period, people will pay more and more attention to physical health and body management. Apart from professional gyms, will “home gyms” also be a future development trend?After team research, it has indeed demonstrated its strong market growth potential as a family fitness that combines convenience, efficiency, and privacy. Based on this, Mr. Lin made a decisive attack and began developing products related to home fitness.
The 2.0 era of home fitness
Product power is king
Product power is king
In the burgeoning overseas fitness market, there are many brands, and it is not easy to stand out from them. So, how did Retfi lock in the “gantry” of its products?Also, how did they break out of their own characteristics in the fierce competition of homogenization?
The secret of unique product selection methodology: are there product gaps in different usage scenarios?
Mr. Lin knows that after selecting a track, the most important thing is to have your own star product if you want to gain a foothold in overseas markets, but how to find this product is critical.
There are many fitness enthusiasts in North America, and fitness has even become a lifestyle habit for many people. Fitness experts are in high demand for the use of large-scale sports equipment such as gantries. After thorough and detailed market research, the Retfi team discovered that there is a gap in fitness equipment that can perform all-round and efficient exercises in the home fitness scene. Rytfi saw his chance!
Mr. Lin knows that after selecting a track, the most important thing is to have your own star product if you want to gain a foothold in overseas markets, but how to find this product is critical.
There are many fitness enthusiasts in North America, and fitness has even become a lifestyle habit for many people. Fitness experts are in high demand for the use of large-scale sports equipment such as gantries. After thorough and detailed market research, the Retfi team discovered that there is a gap in fitness equipment that can perform all-round and efficient exercises in the home fitness scene. Rytfi saw his chance!
Mr. Lin said, “A large-scale, multi-functional fitness equipment such as a gantry can not only meet consumers' needs for full body muscle training, but also has a high profit margin. It is undoubtedly an excellent choice for us to enter the North American market. Abbottt, Premiere Creative’s creative director.
As a result, Mr. Lin locked his main products on large devices such as gantries. At the same time, Retfi is also committed to thorough refinement of the product in an effort to enhance the user experience. It is worth mentioning that the majority of Retfi's product management team are fitness experts. They are “users” and product experts. Every time the product is developed, they personally try it out to provide real feedback. “Only by having a deep understanding of the product can we understand the real pain points and needs of users. ” Mr. Lin said with deep emotion.
As a result, Mr. Lin locked his main products on large devices such as gantries. At the same time, Retfi is also committed to thorough refinement of the product in an effort to enhance the user experience. It is worth mentioning that the majority of Retfi's product management team are fitness experts. They are “users” and product experts. Every time the product is developed, they personally try it out to provide real feedback. “Only by having a deep understanding of the product can we understand the real pain points and needs of users. ” Mr. Lin said with deep emotion.
Break down the barriers of homogenization with details
However, with the influx of more and more sellers, the market is becoming increasingly saturated. Coupled with the impact of product homogenization, many brands have chosen to actively reduce prices to maintain competitiveness. As soon as a “price war” is triggered, RuiTFI's business development has also faced major challenges as a result. Mr. Lin realized that simply selling products could no longer meet the needs of the market; new breakthroughs must be sought.
Mr. Lin said, “We have discovered that many novice players who are new to fitness actually don't know how to buy fitness equipment, and often buy it over and over again only to find that it's useless for them. At times like this, combining several commonly used equipment and getting it in one step is the best choice. Abbottt, Premiere Creative’s creative director.
However, with the influx of more and more sellers, the market is becoming increasingly saturated. Coupled with the impact of product homogenization, many brands have chosen to actively reduce prices to maintain competitiveness. As soon as a “price war” is triggered, RuiTFI's business development has also faced major challenges as a result. Mr. Lin realized that simply selling products could no longer meet the needs of the market; new breakthroughs must be sought.
Mr. Lin said, “We have discovered that many novice players who are new to fitness actually don't know how to buy fitness equipment, and often buy it over and over again only to find that it's useless for them. At times like this, combining several commonly used equipment and getting it in one step is the best choice. Abbottt, Premiere Creative’s creative director.
Based on this market insight, Mr. Lin resolutely chose to break out of the single product vision and set his sights on a higher level of scene dimensions. As a result, Mr. Lin combined a complete set of products such as gantries and dumbbells to help users build a standard home fitness scenario, thereby greatly lowering the fitness threshold, so that everyone can have their own gym. At the same time, during the installation and use of the product, Retfi also showed extreme care for users.
Mr. Lin said, “Users will find that every step of the installation instructions is clear and clear, just as easy as playing Lego. Additionally, we have deliberately amplified some critical steps to avoid possible operational errors. Abbottt, Premiere Creative’s creative director.
Mr. Lin said, “Users will find that every step of the installation instructions is clear and clear, just as easy as playing Lego. Additionally, we have deliberately amplified some critical steps to avoid possible operational errors. Abbottt, Premiere Creative’s creative director.
Mr. Lin confidently stated that Retfi's products have already defeated 99% of competitors in terms of instructions alone. Even female users can easily complete the installation of large devices according to the instructions.
These seemingly inconspicuous details reflect Retfi's firm pursuit of product strength and its attitude of excellence. It is this unremitting effort that has enabled Retfi to stand out from the fierce market competition and embark on a unique path of differentiated development.
These seemingly inconspicuous details reflect Retfi's firm pursuit of product strength and its attitude of excellence. It is this unremitting effort that has enabled Retfi to stand out from the fierce market competition and embark on a unique path of differentiated development.
Close the loop of traffic by clutching both hands inside and outside the station
Strong product strength is the driving force behind Rytefi's success, but to achieve a take-off in sales, it is also necessary to expose products through efficient promotion strategies to attract users to actively join the traffic pool.
In terms of website marketing, Retfi joined the flagship edition of the Amazon Seller Growth Service and began close cooperation with the exclusive local consultant team in Ningbo. From sharing insights on product selection trends to regular performance interpretation, from promotion analysis to compliance guidance, the official exclusive manager's one-on-one support helped revitalize Retfi's store operations.
In terms of website marketing, Retfi joined the flagship edition of the Amazon Seller Growth Service and began close cooperation with the exclusive local consultant team in Ningbo. From sharing insights on product selection trends to regular performance interpretation, from promotion analysis to compliance guidance, the official exclusive manager's one-on-one support helped revitalize Retfi's store operations.
What impressed Mr. Lin the most was that during the preparation phase for the 2023 Black Five Network 1, he discovered the problem that previous advertising investment was too scattered through the exclusive manager's review of segmented advertising categories. As a result, under the manager's guidance, Retfi opened up advertising optimization ideas, adjusted the advertising drainage strategy, and concentrated the budget on star products such as gantries and reverse pedals. The effect of this adjustment was immediate. During the Black Five Network 1 period, sales of these products instantly exploded, and sales increased more than ten times compared to the past!
Outside the site, Retfi will invite influencers and Big V to experience and evaluate the product, then generate creative video output based on real feedback, so that consumers can leave a deep impression on the product and cultivate it, and channel it into the site for acceptance, thus bringing a higher conversion rate.
Outside the site, Retfi will invite influencers and Big V to experience and evaluate the product, then generate creative video output based on real feedback, so that consumers can leave a deep impression on the product and cultivate it, and channel it into the site for acceptance, thus bringing a higher conversion rate.
Mr. Lin shared an interesting experience where he had no intention of meddling.
Mr. Lin said, “We have a Pilates club that is very popular with an influencer. She shared her user experience on a popular fitness show, which attracted the attention and search of a large number of consumers. Coincidentally, our product is at the top of the list on Amazon, so on the day the program aired, sales directly surpassed 1,000, which can be said to be an unexpected pleasure.”
Mr. Lin said, “We have a Pilates club that is very popular with an influencer. She shared her user experience on a popular fitness show, which attracted the attention and search of a large number of consumers. Coincidentally, our product is at the top of the list on Amazon, so on the day the program aired, sales directly surpassed 1,000, which can be said to be an unexpected pleasure.”
Gather competent people to build a professional cross-border operation team
For cross-border enterprises, a professional operation team is essential, which can reduce the number of detours. Lin always has unique opinions and practices in this regard. In total, there are only about 10 people in the operation team at each site, but the division of labor is clear. From account operation, graphic design, advertising to after-sales service, every step is in order. Thanks to the efficient collaboration of the team, Retfi's annual sales easily exceeded 100 million, and has achieved explosive growth for many years.
So, how does Lin always build such an efficient operation team?
So, how does Lin always build such an efficient operation team?
First, Mr. Lin emphasized the suitability of jobs and personnel, and required team members to have a deep understanding of the terminal market and target audience. In order to build such a team, Mr. Lin adopted a diverse recruitment strategy: on the one hand, he recruited experienced professionals; on the other hand, he focused on training beginners from scratch.
Mr. Lin said, “Regardless of the level of employees, once they join the company, they will receive in-depth product training. Advertisers, in particular, are arranged by companies to attend Amazon advertising seminars or online training courses to enhance their professional skills. Abbottt, Premiere Creative’s creative director.
Mr. Lin said, “Regardless of the level of employees, once they join the company, they will receive in-depth product training. Advertisers, in particular, are arranged by companies to attend Amazon advertising seminars or online training courses to enhance their professional skills. Abbottt, Premiere Creative’s creative director.
Furthermore, in my communication with Mr. Lin, it is easy to see that he is an extremely planning person. It was under his leadership that the team was able to operate efficiently, cooperate with tacit agreement, and truly implement and achieve “integrating product and marketing to create a blockbuster model, and the ultimate experience makes a brand”!
According to Mr. Lin, during the R&D process, the product design team will conduct repeated tests to ensure that each product can meet the actual needs of consumers; the marketing team can provide relatively accurate estimates of quantities and market trends on the supply chain side to improve operational efficiency and reduce unnecessary losses.
According to Mr. Lin, during the R&D process, the product design team will conduct repeated tests to ensure that each product can meet the actual needs of consumers; the marketing team can provide relatively accurate estimates of quantities and market trends on the supply chain side to improve operational efficiency and reduce unnecessary losses.
In the context of the era of refined operations, digging deeper into segmented tracks will become an important path for commercial success. Thanks to its focus and persistence, Retfi has achieved significant business growth, once again confirming the business wisdom of “professionalism creates luck, segmentation nurtures opportunity”. Mr. Lin said that in the future, Retfi will continue to be deeply involved in the field of home fitness equipment, and plans to expand the range, increase brand investment, and work with Amazon to achieve comprehensive progress in the home fitness business in North America!
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