On Amazon, consumer electronics, represented by audio products, can be said to be one of the most competitive categories. Many major international brands are entering the market one after another, hoping to get a share of the pie. However, there is a domestic brand called Srhythm that, with a small team of less than 20 people, played a “combo punch” combining product, operation, logistics, and marketing capabilities in Australia. The annual growth rate is over 400%, and the main product category is at the top. How did Srhythm successfully “break through the Red Sea”?Why is this up-and-coming brand leveraging big traffic?The beginning of the story dates back to 2017...

Seller Profile: Srhythm
Peng Jiao: Founder of Srhythm
Entered Amazon Australia: 2017
Main products: audio products
Sales performance:
Amazon's performance in Australia increased by 412% in 2022
The category ranking is at the top, and the share exceeds that of major international brands

As a post-90s person, Peng Jiao worked for a leading domestic company. However, in the eyes of his peers, the work place that shines brightly is not what Peng Jiao is concerned about. Wherever she is, she always values how to learn more and how to do things better. Therefore, after working for a while, she chose to join a headphone company to do foreign trade ToB business and explore different fields. While participating in the project, Peng Jiao naturally came into contact with Amazon. She was deeply impressed by this e-commerce website with a low starting threshold, fair rules, and a young audience. As his understanding of the headphone foreign trade industry continued to deepen, Peng Jiao had the idea of starting his own audio brand. In 2017, she told 3 friends: “I want to try Amazon. ” Unexpectedly, they hit it off, and the audio brand Srhythm was born.

Currently, Srhythm mainly lays out overseas business with Amazon as its core channel. Amazon's sales account for about 80% of its overall business, which gives Peng Jiao more confidence in it. Therefore, when Srhythm's audio products were successfully sold on European and American sites, she decided to expand her business and synchronize the products to more emerging Amazon sites. Among them, the one that performed the most well was the Australian site. In 2017, Amazon's Australian site was officially opened to Chinese sellers, and Srhythm was one of the first “crab eaters”. Although Amazon was just getting started in Australia at the time, Srhythm saw the opportunities in this blue ocean. They persevered step by step, and eventually reached a new pinnacle in the Australian traffic explosion.

I'm very optimistic about the potential of the Australian station. Australia's per capita spending power is a developed country, superior to many e-commerce regions. This is also in line with the mid-range and high-end positioning of our products, so as soon as the Australian station opened at the time, I settled in. Also, compared to other sites, the Australian site is more profitable, because many of the other sites that require a fee for in-site projects are free on the Australian site, such as Lightning Deals (LD) and Top Deals (Top Deals).
As an emerging site, the Australian site also has a traffic slant, so our investment in marketing is very cost-effective, and operating costs will also be lower.

At the practical level, “because audio products are relatively generic,” the preferences of European, American and Australian consumers are very close. They can almost directly “copy” European and American products and operating experience with one click, making it very easy to expand. Peng Jiao also added, “Australian consumers are also quite tolerant of products. We will rate the same product a few points higher on the Australian site than on other sites. Abbottt, Premiere Creative’s creative director.

Over the past 5 years, Srhythm has been focusing on audio products. By improving product quality and cost performance to the extreme, Srhythm's core competitiveness in headsets has broken through on the Red Sea circuit. In product function development, Srhythm always adheres to the concept of simplicity, simplicity, and user friendliness, and rejects the superposition of technology that does not actually help the user experience. “In this way, the product function will be relatively simple, and it is very convenient for consumers to use. ” At the same time, Srhythm also uses Amazon's massive real user reviews to optimize products based on the latest feedback.

Practical case
Why can't the earphones charge?
Once, Srhythm received feedback from users that sometimes the battery could not be charged. The product has clearly passed the quality inspection. Why is this happening?The team was puzzled. It wasn't until they collected and collated Amazon customer reviews that this question was answered. It turns out that most of the users who gave similar feedback came from colder countries. The temperature was as low as a few tens of degrees below zero, making it impossible to charge. As a result, the operation team immediately reported this issue back to the factory to optimize product performance in a timely manner.

Strictly speaking, this is not a product quality issue. Instead, products are used differently in different countries. Therefore, to do cross-border e-commerce, you need to understand the actual usage situation in each country. And the numerous reviews on Amazon are one of the best channels to help Srhythm understand how local users are using it.

After several years of steady growth, in 2022, Amazon Australia saw an explosion of traffic and became the e-commerce website with the highest number of monthly unique visitors1 in Australia. The consumer electronics category, to which audio products belong, has also ushered in a peak of popularity on the basis that it has already sold well in Australia. Peng Jiao has a very intuitive feeling about this “boom in popularity” phenomenon: in the past few years, since the initial functionality of the Australian website was not perfect, and traffic was still in its infancy, our growth was quite slow. However, due to the increase in overall market traffic on Amazon's Australian site last year, our growth was suddenly very rapid.

With its own strength and years of accumulation, Srhythm has successfully seized this wave of traffic opportunities, and Amazon's performance in Australia has increased by 412% per year. So how does Srhythm do it?Please listen to Peng Jiao's detailed explanation 👇

The first step to growth is to build a brand
Using brand power to increase sales conversion and user loyalty to stand out from the fierce competition has always been Srhythm's key growth strategy in Australia.
✅ From product function to design, Srhythm integrates the attributes of simplicity and youth throughout, strengthens brand memory points, and successfully leaves a consistent brand image in the hearts of consumers.
✅ Using the brand's flagship store and A+ page, Srhythm combines the three major formats of images, text, and video to help potential customers fully understand Srhythm's brand philosophy, product selling points and usage scenarios, and effectively build a brand image.
Srhythm's sales data also confirms the success of this brand strategy — Srhythm's users on Amazon Australia are mainly concentrated in the 18-35 age group, which is a standard Gen Z generation. And these young users are happy to share the brands and products they agree with on social media to further drive brand traffic.

Second step to growth, flower drainage
💡 Site traffic: Srhythm frequently uses Amazon's various promotion and advertising tools and reports Top Deals (Top Deals) under the guidance of an account manager, thereby steadily promoting product exposure and conversion rates in daily operations. Srhythm also pays great attention to key promotion points such as Amazon Prime Day and Australian year-end promotions, because the sharp increase in traffic during the promotion period not only helps increase sales of existing products, but is also a prime time to promote new products.
Practical case
Fiscal Year End Sale
Due to the long duration of the Australian year-end promotion campaign, Srhythm often gets more traffic exposure, especially after reporting the Top Deal (Top Deal), and its past record is quite impressive. Before the year-end promotion officially begins, Srhythm will do a good job of preparing the goods to avoid being sold out. At the same time, the team will start optimizing rankings three months in advance, sprint around the last month, and use advertising and other internal and external traffic tools to optimize promotion performance.
💡 Off-site traffic: Srhythm has launched its own social media account and regularly interacts with fans. Now, videos with the #Srhythm hashtag have garnered over 2.4 million views on TikTok. In addition to this, off-site coupon websites are also one of Srhythm's “powerful traffic tools.”

The third step to growth is to optimize logistics
After successfully attracting consumers to place orders through brand building and distribution, logistics management became the “lifeline” for Srhythm's performance growth. For Srhythm, well-run logistics and inventory conditions have two main benefits:
✅ Ensure timely delivery of best-selling products and improve inventory performance index (IPI) scores and customer satisfaction.
✅ Avoid logistics costs caused by frequent restocking, reduce costs, and increase profit margins.

The fourth step to growth is for managers to help
Srhythm has maintained close communication with the Australian account manager for a long time, so the account manager can provide timely assistance in response to their needs at different stages. In the beginning, the manager brought Srhythm one-on-one guidance and extensive resource support to help break the ice quickly. “At the time, as long as he had the resources, he would recommend it to us. ” When Srhythm's business in Australia is successfully developed, the account manager will assist Srhythm in analyzing operating data to help Srhythm's future advertising, brand positioning, and product selection planning strategies; the manager will also provide long-term guidance for Srhythm's big promotion preparations and daily promotion reports.

For Peng Jiao, starting a business is always accompanied by challenges from the beginning to the period of staying in business. In the future, Srhythm will focus on how to continue its rapid growth momentum in Australia. In addition to increasing investment in marketing such as advertising, and thereby “expanding traffic,” Srhythm, which is stable and steady, will continue to focus on the electronics field, leveraging its advantages and speeding up “sales growth.” On the one hand, Srhythm will continue to explore the potential of audio products and develop new products for the different needs of users. On the other hand, Srhythm will also try to explore other popular tracks in Australia, such as audio, smart home appliances, sweeping robots, etc., to expand its business footprint and leverage a larger population.

As an up-and-coming brand, in just 5 years, the audio product category ranking surpassed many major international brands. Does Peng Jiao have any suggestions to share with new sellers in Australia?
💡 In an increasingly competitive circuit, only by cultivating one's unique brand power and product power can we truly win over users
💡 Australian website traffic is growing rapidly, especially for sellers with experience in mature European and American sites. It is recommended to enter as soon as possible
💡 Standing on the cusp, you must have a business strategy that matches market growth, such as logistics inventory, internal and external drainage, etc., to seize the site's traffic dividends