Today, we invited Xia Haowei, Amazon director of Guangdong Sirui Optics Co., Ltd., and Cen Qianni, Amazon's US regional manager, to reveal how SIRUI relies on “alternative price+professional quality” to achieve global popularity from a niche lens, and why SIRUI is gradually entering sites in Japan, Europe, etc., to explore greater global growth through multi-category expansion and multi-site layout to double revenue year by year!

Seller profile
Guangdong Sirui Optics Co., Ltd
Chairman Li Jie founded Sirui's own brand and created an integrated model of industry and trade. He has a keen insight into market trends, and products such as the 1.33X widescreen anamorphic lens, Shuguang autofocus series, and Phantom series lenses launched in recent years have all received excellent market feedback.
Entry sites: US Station, European Station, Japan Station
Main products: optical lenses, photographic camera equipment, etc.
Sales performance:
● Entered Amazon in 2019, and overall sales doubled every year. Amazon Business has nearly 1,000 regular purchasers, and corporate order sales increased by 52% in the first four months of 2025.

In 2001, SIRUI was founded in Zhongshan, Guangdong. They started with tripods and other photographic equipment, and spent more than ten years becoming the leading brand in the Chinese photography industry. However, their goal has never been limited to low-tech, low-profit photographic equipment; optical lenses that are at the “top of the pyramid” are their real goals.

Technological Breakthrough: Redefining the Height of Domestic Lenses
Relying on years of experience in the photography industry and after 5 years of research and development, SIRUI's first self-developed “anamorphic widescreen lens” was launched in 2019. It was “a surprise of four” devices. Not only did it receive 2 million US dollars of support from crowdfunding websites, but the daily sales volume reached 50+ when launched on Amazon. Meanwhile, SIRUI has turned its attention to the autofocus lens market, and its Dawn series has achieved excellent sales results in Japan.

Xia Haowei
“Transformable widescreen lenses” are mainly used for film and studio shooting. They can create images with a unique style, and the price of a single lens is as high as tens of thousands of yuan. Our original intention was to help more young creators produce cinema-quality works. Therefore, our price is only 1/6 of the same type of product, yet the imaging quality is comparable to that of major international manufacturers.

At the beginning of the launch in 2019, we attracted seed users, and on the other hand, increased off-site marketing, cooperated with internet celebrities, professional websites and media, and built our own social media matrix to reach our target audience at a limited cost.

Global layout: from European and American markets to breakthroughs in Asia
After gaining a foothold at European and American sites, SIRUI also set its sights on the Japanese site, which has lower operating costs and less competitive pressure. Through in-depth research, SIRUI discovered that Japan has a unique photography culture. The “large aperture+portrait focus period” is the most popular lens, and in the past, the market for this type of lens was mainly occupied by local brands such as Nikon, Canon, and Sony.

Based on in-depth research, SIRUI did not choose the strategy of continuing to enter the niche circuit. Instead, SIRUI “faced the challenge”, impacted the Japanese market with a mainstream 85mm large aperture portrait lens, and relied on localized product selection, marketing, and operational practices to reach Amazon's Best Seller in Japan in a short period of time.

Since then, SIRUI has gradually expanded its category layout across multiple sites. Since 2019, it has maintained an average annual growth trend of doubling, with an annual GMV of 20 million US dollars!

Xia Haowei
We will implement the goal of “doubling the average annual rate” for different types of products.
👉️ For mature products, we will analyze the current market situation, observe data such as traffic, click rate, and conversion rate in real time, adjust the game style and pricing in a targeted manner, and focus on providing discounts on old products during major promotions. Every year, sales can increase 5-6 times on Prime membership days. For example, a small photography accessory, we have boosted monthly sales from 300 to 1000+ by optimizing listing images in a targeted manner!

👉️ For new products, we will analyze market demand and user pain points during the project establishment stage, evaluate profits based on data such as sales conditions on Amazon, average customer unit price, brand analysis report (ABA), etc., and comprehensively consider promotion costs. If it is profitable, we will boldly do it.

Outside of the site, we work with a large number of influencers to drive traffic to Amazon stores. Within the site, we mainly rely on product promotion (SP), brand promotion (SB), display promotion (SD), and brand promotion video (SBV) to build brands and promote conversion.

Tips: How to use creative videos to boost sales?
SHEN QIANNIE
There is a “golden rule of three seconds” for brand promotion videos — video ads should be limited to 8-15 seconds, and the first 3 seconds can determine the success or failure of the ad. We have a novel tripod. We edited a short video of more than 10 seconds based on the unique selling points of the product, which directly made this product with a customer unit price of around 200 US dollars rank in the top three in the category.

Tips: How to do a good job in influencer marketing?
SHEN QIANNIE
Influencer marketing focuses on matching products with the right influencers. For example, for photography and video equipment, we will find photography KOLs to unpack; for lens products, we will cooperate with well-known professionals to provide endorsements, and combine waist and tail KOLs to quickly establish a reputation over a month to drive sales.

Xia Haowei
We use differentiated operating strategies at different sites, such as the Japanese site with a new layout, and we will use three major strategies to drive sales growth.
1 ️ * Focus on product power: Japanese consumers pay more attention to product parameters, experience, and functionality, and are relatively unsensitive to price. Therefore, we will focus more on products with stable quality and excellent experience to create higher profits.
2 ️ * Customized marketing: In response to the professionalism of Japanese consumers, our listing descriptions and advertising materials will focus on objective product characteristics and advantages.
3 ️ ︎ Localization of operations: We will customize creative materials and product samples according to the preferences of Japanese consumers to reflect more Japanese elements. At the same time, we will cooperate with local Japanese influencers to quickly stabilize the market.

At the same time that SIRUI is steadily launching new products and developing websites, Xia Haowei discovered that many orders with a large number of single purchases and order amounts up to several thousand US dollars have appeared in the seller's back office. Customers with this type of order all have a common characteristic, which is that they all buy from Amazon companies and have the “buyer business” logo.

Xia Haowei
After having an in-depth understanding of Amazon business purchases, we discovered that “cross-border commercial procurement” has great potential for growth. Amazon Business Purchases have extremely low return rates and operating costs, as well as extremely high repurchase rates and profit margins, providing us with a strong and steady growth point.

▶️ Judging from the return rate, buyers who buy at Amazon Business often have full understanding and testing before purchasing. If the product is not damaged during delivery, there are few returns. For example, in 2024, our B-side return rate was only 3%-4%, while the C-side return rate was about twice as high.

▶️ In terms of profit margins, corporate buyers often prefer high-performance, high-quality mid-range and high-end products. Although we will provide a certain level of discount to such corporate buyers, judging from the comprehensive cost and benefits, it can still bring us huge profits.

Business Price and Quantity Discounts (BPQD)

Use the 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

▶️ Second, Amazon has purchased advertising tools for B-side customers. We placed a product promotion advertisement for Amazon corporate purchases on a best-selling video. During the testing phase, we saw that the number of clicks and click rates of the ad was very high. The ACOS was only 3.3, and the cost per click (CPC) was half that of the C-side consumer product promotion advertisement. Therefore, we will also increase B2B marketing in the future.

About business hours delivery rate (BHDR)
Research shows that 85% of customers are significantly less willing to buy again after a poor delivery experience. Business Hour Delivery Rate (“BHDR”) is the best measure of a company's customer delivery experience.
👉️ You can download the Business Time Delivery Rate (BHDR) report in Seller Central > Inventory > Manage Self-Fulfilled Products > Shipping Insights dashboard.

Today, SIRUI has attracted many different types of customers on the B-side, such as film and television companies, photography associations, media organizations, and educational institutions, and is maintaining strong growth. In the first four months of 2025, SIRUI's corporate order sales increased 52% year on year, and sales increased 52% year on year. Among them, corporate purchase sales on Amazon Japan achieved a 3.8 times year-on-year increase. Precisely because it sees huge potential for growth, SIRUI will also further increase its investment in the B-side in the future to better match the selection and operation of B-side tracks to tap new volume in “cross-border commercial procurement.”