Today, from home entertainment to industrial production, from warehouse management to surgical assistance, robots have become one of the popular categories for overseas travel. According to third-party data, the global robot market is expected to reach US$34.94 billion in 2023, and is expected to exceed US$43.3 billion in 2027 [1]. Ruko, founded in 2017, revolves around the theme of happiness, bringing a new generation of home lifestyle and entertainment consumer electronics products such as intelligent robots overseas, and has maintained rapid double-digit growth in recent years.

Today, we invited Ruko founder Lian Jing, marketing manager Leen, and Ruko sales manager Pekoe to share how Ruko accurately entered the cross-border e-commerce circuit from a drone, launched next-generation products such as intelligent robots and smart charging, and successfully went overseas to reach the top sales list step by step, and how Ruko completed the layout of C-side and B-side dual traffic entrances through Amazon corporate purchases, which has achieved an annual growth of more than 30%!

What kind of experience is it to turn your hobby into a career?Lian Jing's lover, Luo Dazhong, who is also one of the founders of Ruko, has absolute say. He is not only a veteran aviation and military fan, but also a professional “hardcore player.” Since the beginning of their business in 2009, the couple have aimed at toy racing tracks, from ordinary remote control aircrafts to more technological drones. They have witnessed the journey of Chinese toys from catching up to surpassing, and have also accumulated rich supply chain foundation and industry experience in the process.

In 2017, going overseas became a new outlet for breakthrough growth in different industries. Luo Dazhong believes that the overseas e-commerce market has huge volume and opportunities. Based on the accumulation of domestic e-commerce in the early stages, Luo Dazhong boldly registered the Ruko brand in the US, began design, development and commissioning of consumer drone products, and prepared to enter overseas consumer electronics brands. According to Lian Jing, going overseas is another shift in corporate strategy, and it is also another time for her and Luo Dazhong to start a business. This time, Ruko's goal is to do “something really valuable,” break the “cheap” image that has always been made in China, and build a Chinese consumer electronics brand that is truly respected and loved by global consumers.

After exploring and experimenting with different cross-border e-commerce channels, Lian Jing discovered that Amazon is more suitable for building brand value and seeking sustainable development, and Amazon has also become the main location for Ruko to go overseas. However, in the early stages of crossing the border, Lian Jing still faced a difficult problem. That is, Ruko's entrepreneurial team was not good at English, and language became one of the biggest challenges in doing business overseas.

Lian Jing, founder of Ruko: “I think you really need to localize the brand language, not that you can write a title, write a page, and then find a local person to translate it once. I think it's a process of continuous communication with your own ideas, local customers, celebrities, and media, and continuous optimization for 365 days. In fact, you don't need to be particularly good at English to be an Amazon; you can just admit it if you don't understand it, but you can use the strength of the team and others. Abbottt, Premiere Creative’s creative director.
In 2019, Ruko accurately targeted the market gap for folding drones, launched the first drone product on Amazon, and set the price at $399. Relying on the advantages of China's supply chain and unique positioning strategy, Ruko's first drone became a hot seller, and the U11 and F11 entered Amazon's top 10 sales list in the US category!

Since then, Ruko has set his sights on a robotics circuit with great potential for growth. Currently, as a representative of new educational toys, entertainment robots have become one of the segments that continue to grow positively in the world. The market volume reached 1.65 billion US dollars in 2022 [2]. Robots are playing an important role in more and more families, providing family members with various functions such as companionship, entertainment, or educational education. At the same time, for Ruko, robots are also a racetrack with certain technical barriers and profit margins.
In 2020, Ruko found design inspiration from sci-fi films and collaborated with supply chain partners to launch the first intelligent robot product. It also achieved a precise entry with a pricing of 149 US dollars. The sales volume in the first month was over 100 units, and in the second month, it quickly climbed to over 500 units. Today, Ruko's two main robot products have sold 60,000 to 70,000 units a year, creating a huge increase that is irreplaceable.

Lian Jing, founder of Ruko: “To do cross-border e-commerce, we need the “synergy” of the supply chain and ecological chain, which is very important. If the factory only wants to do profitable things and doesn't want to do valuable things, then there is no way for the two parties to cooperate. Our factory that makes intelligent robots has been cooperating since 2012 until now. We initially thought out product plans for the next five years, and the two sides hit it off. Abbottt, Premiere Creative’s creative director.

In the global market, consumers in different regional cultural backgrounds have unique consumer needs and preferences. Accurate insight and flexible strategies are the key to success. The reason why Ruko can “hit the ball” in different categories is largely due to cutting-edge operating methodologies and unique demand insight — Ruko insists on starting from existing resources, “making market insights based on products,” and sometimes using a “flash through” idea to create a selection that is popular overseas.
But how do you determine whether this “idea” is in line with user needs?Ruko will adopt, gather and judge opinions from four aspects, and feed back useful information to the product department.

Marketing Leen:”
01 We will communicate with celebrities, supply chain partners, Amazon exclusive consultants, etc. we have cooperated with in the past, seek professional opinions, consult their suggestions on the appearance and performance of the new product, and truly understand local feedback on this product through local people in the US.
02 We value gathering feedback from our loyal users. By setting up a dedicated help center, we have accumulated a large group of loyal users, collected their experiences and feedback, and helped us to adjust product development and production in a user-oriented manner.
03 Public data on Amazon's best-selling lists and top brands in the category is also important. In our daily operations, we will do a good job of monitoring competitor information to check the points mentioned in our own and other brands' positive and negative reviews. We collect more than 200 data in a listing, so we can accumulate at least a few thousand or even tens of thousands of comments. At the same time, we will also go to some social media platforms to learn how fans under the celebrity promotion are rated and gather real thoughts and feedback from users.
04 Amazon also has tools such as brand analysis reports (ABA). Exclusive consultants will also provide product selection reports to help us understand industry trends and trends, analyze user groups, understand user profiles such as their average age, preferences, and shopping tendencies, and update market research results with the times. Abbottt, Premiere Creative’s creative director.

Lian Jing, founder of Ruko: “It's not difficult to collect user needs in the product framework. What is difficult is how to identify effective information and invalid information after collection, and how to understand and use user needs. Not all user needs can be met. Therefore, we also attach great importance to the company's IT informatization. Through self-developed systems, different departments such as products, marketing, and help centers can select desired data results, learn to understand user needs, and co-create with users, supply chains, and partners, which is a basic skill for the Amazon DTC brand to go overseas. Abbottt, Premiere Creative’s creative director.

Based on accurate and effective user analysis and insight, Ruko has created many star products, and building brand strength based on outstanding product strength is a “plus item” for Ruko. By improving and optimizing the brand concept and making flexible use of marketing methods, Ruko has demonstrated outstanding market insight and innovation ability.

Lian Jing, founder of Ruko: “Our previous brand tone focused on warmth and companionship, and emphasized “Everyday With You,” but this was a more Chinese way of thinking. Americans' perception of toys is actually quite simple; it is a return to the essence of “play” and the emotional and exploratory value behind it. This is a cultural difference between China and the US. Therefore, we upgraded our brand slogan to “Connet Family Create Joy”, launched different products for different groups of people, and further highlighted the emotional value attributes of the products in communication. Abbottt, Premiere Creative’s creative director.

Pekoe, head of sales at Ruko: “In addition to upgrading the brand concept, how to increase brand awareness and likability is also very important.
1 ️ ︎ Ruko will increase brand exposure and sales through a “combo punch” of advertising products such as streaming TV commercials, Amazon DSP, and search ads. We use advertising as a basic task, and we set a minimum advertising budget every day to avoid a decline in sales and start controlling advertising costs, causing a “vicious cycle” of traffic and delivery.
2 ️ ︎ We also attach great importance to the creation of off-site marketing matrices. Increase investment in internet celebrity collaboration, social media operations, etc., to establish deep emotional connections with consumers and bring in more organic traffic. In addition to observing data, we will actively discuss and interact with users, value users' comments and feedback, and find product problems and innovative directions. Abbottt, Premiere Creative’s creative director.

Practical case short video marketing
Last year, we began testing the waters of short video marketing. Starting with studying and researching popular videos, we slowly developed our own content style based on the focus of the user group. For example, the stability of the Ruko drone is difficult to intuitively describe in text, so we shortened the drone's propeller scene in a short video to show that this machine can still fly stably in the air, giving users a more intuitive experience of our stability. This video received more than 400,000 views.

In addition, the robot category also has strong seasonal characteristics. The fourth quarter of every year is the peak sales season, so Ruko also has his own set of experiences when it comes to big promotions.
Part.1 Preparation
The operation team will make sales estimates 3-4 months in advance, communicate with the supply chain about preparation requirements (at least three times before shipping), and arrange shipments in batches during the first two months of the promotion to ensure that all inventory can be sold during the promotion, while reserving a small amount of inventory for express delivery and replenishment.
Part.2 Campaign Strategy
Ruko will make comprehensive use of DOTD (DOTD), Best Deal (Best Deal), Lightning Deal (Lighting Deal), Prime exclusive discounts, coupons (Coupons), etc., and can be selected flexibly according to the specific situation of each product.
Part.3 Advertising Strategy
Advertisement warm-up is carried out one month in advance, and detailed 30-day advertising budget plans are formulated for each product to strengthen brand defense while increasing offensive efforts to seize category traffic.

In addition to the steady growth on the C-side, Ruko has also gained new traffic and business opportunities in Amazon corporate purchases. Ruko launched Amazon Enterprise Shopping at the same time when the first listing was launched, but at that time, Ruko, which was still in a critical period of breaking the game with new products, did not pay special attention to B-side operations, yet Ruko was deeply impressed by the subsequent performance of corporate purchases. Currently, educational institutions account for more than 30% of all Ruko orders. They give full play to the educational attributes of Ruko smart toys to bring joy and knowledge to more young generations.

More importantly, many local retailers in the US will also purchase toys such as intelligent robots on Amazon, so that Ruko can use another form to achieve an offline distribution layout in the US, which has led to an unexpected increase in sales. When Lian Jing visited the US, she also met the F11PRO series drone in an offline supermarket while shopping, which allowed her to see opportunities and increases in a more diverse layout from offline to offline.

According to Lian Jing, corporate purchases have greatly contributed to the growth of the business, which is mainly reflected in three aspects:
First, at present, Ruko still mainly focuses on the C-side. There is no doubt that corporate buyers have obvious advantages over the C-side in terms of return rate and repurchase rate.
In the corporate purchasing back office, every month, Ruko will receive 20-30 inquiries from corporate buyers from the inquiry quoter (CQE), website mail, email, etc. This allows Ruko to easily reach many corporate customers that were not easily reached in the past, and has accumulated a larger customer base for the further development of the B-side business.

Quotation Quotation Machine: Helping to win large orders
Using the Quotation Quotation Machine (CQE), you and corporate buyers can directly inquire and quote large orders online, greatly simplifying the transaction process and improving transaction efficiency. Moreover, for commercial procurement orders placed through the inquiry and quotation machine, the sales commission can enjoy a “stepwise reduction” for the portion with a turnover of 10,000 US dollars or more, and the sales commission can be reduced to as low as 5%!

When it comes to corporate purchases, there are also many B-side exclusive discount campaigns, such as “Back to School Season,” which will bring additional exposure and sales to the brand. For example, the back-to-school season for Amazon Business purchases is an excellent opportunity to reach out to users in the education industry on a large scale.
Back to School Amazon Business Shopping “Back to School Season” Mass Buyers One-stop Direct Service*
As a T1 level event, “Back to School Season” aims to help corporate buyers buy education-related supplies for the new school year and prepare for the new school year by creating one-stop shopping. Through this campaign, corporate purchases provide buyers with various discounts such as wholesale of large packages, promotions, and corporate discounts. In 2024, the “Back to School Season” will also launch an education industry special day from August 19 to August 23. The education industry special day will be held during the peak shopping season. Based on past experience, customer spending during the peak back-to-school season will increase by more than 60%.
ASINs eligible for the campaign will be automatically fetched and displayed on the event front page and other official promotion channels.

By setting enterprise price and quantity discounts (BPQD) for core products, Ruko can attract more B-side orders through discount concessions. Currently, Ruko's price is mainly divided into 5 levels, from a 5% discount on 5 products to a 10% discount on 80 products, providing a diverse range of choices for corporate buyers with different needs, thereby increasing sales conversion.

Enterprise Price and Quantity Discounting (BPQD) usage path
● Individual ASIN settings: Seller Central > Inventory Management > Business Price/Add Quantity Discounts
● Bulk ASIN Setup: Seller Central > Determine Price > Automate Pricing > Create a New Pricing Rule
● Automatic Business Discount Analysis: Seller Central > B2B > Business Discount Analysis

Whether it is a drone or an intelligent robot, it is one of the important segments of Amazon's “robotics” products. In addition to this, from pool cleaning to hotel food delivery, from medical surgery to industrial manufacturing, robots are also taking on more roles in a large number of scenarios that require automated tools.
Currently, robots can be roughly classified into two categories: industrial robots and commercial service robots. The United States has the largest service robot market. The North American service robot market is growing rapidly, and is expected to grow at a CAGR of 15.1% from 2021 to 2026 [3], and there are huge business opportunities waiting for sellers to explore in different segments.

Entertainment robots
The global entertainment robot market was US$1,320.8 billion in 2020 and will reach US$3,690.5 billion by 2026, with a compound annual growth rate of 18.7% during the forecast period [8]. Entertainment robots are increasingly being used for educational purposes. Demand from trainers, educational institutions and parents is increasing, and technological advancements and increased investment in the application of innovation in children's toys are all contributing to the growth of the entertainment robot market.

medical robot
The global medical robot system market was US$2,257.8 billion in 2018, and is expected to reach US$35.114.7 billion by 2032, with a compound annual growth rate of 21.5% during the forecast period [4]. Currently, the US is the largest market for medical robots, and the region's larger healthcare spending and higher worker wages make automation more appealing [5].

agricultural robot
The global farm robot market sales reached US$1.704 billion in 2023, and is expected to reach US$8.132 billion in 2030, with a compound annual growth rate (CAGR) of 25.4% (2024-2030). Among them, North America is the largest market, with a share of about 41%, followed by Europe and Asia Pacific, with 37% and 15% shares, respectively [6].

Logistics robots
The global logistics robot market is expected to grow from $7.11 billion in 2022 to $21.01 billion in 2029, with a CAGR of 16.7% over the forecast period 2022 to 2029 [7]. In order to improve the operational efficiency of the logistics sector and ease the supply chain, the demand for robots to perform logistics operations in warehouses, storage units, ports, and other similar sites will further grow.

Household robots
In the home scene, C-end consumers have a strong demand for cleaning robots. In 2023, the global smart vacuum robot market shipped 18.52 million units, with sales of 7.8 billion US dollars. Along with market upgrading and penetration, global smart sweeper robot market shipments will continue to increase at a compound annual growth rate of 6% over the next five years, and global shipments are expected to approach 25 million units in 2028 [9].

From industrial manufacturing to commercial services, to a large number of unsaturated markets around the world, Chinese robot sellers have great potential. In the future, Ruko will further establish itself at the head of the blue ocean and break into greater business opportunities and growth!

Ruko is always exploring and innovating in marketing. Can you share your creative tips?
Lian Jing, founder of Ruko: “” The steady stream of content in marketing depends not on how we plan, but on capturing what users want. This sensitivity is important. We want to plan content around what users want to see, hear, and understand. Therefore, after we post a short video, we definitely don't just look at the number of views, but also interact and discuss with the audience in the comments area. This is also very important.