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Top 1 Amazon segment in 7 years!Instead of being big and complete, choosing fine and fine, he and his charging artifact went out into the world!
March 5, 2024
Reading time about 7 minutes
The charger charges slowly and the adapter is inconvenient, have you ever been bothered by these travel problems?
Remembering eight years ago, Alex found it difficult to use the charging heads he brought with him during an overseas trip. At the time, traditional plug-ins were still directly connected to electrical appliances, and they couldn't fit well with all kinds of digital devices. Alex had a keen insight into this opportunity and founded TESSAN, leading the way in the market to launch a self-developed socket with a USB interface. Through this kind of “differentiated” “charging artifact”, he filled the gap in the market, thus embarking on the path of a successful seller that occupied the No. 1 sales position in the Amazon category for 7 consecutive years, with a cumulative total of over 20 million consumers.
Remembering eight years ago, Alex found it difficult to use the charging heads he brought with him during an overseas trip. At the time, traditional plug-ins were still directly connected to electrical appliances, and they couldn't fit well with all kinds of digital devices. Alex had a keen insight into this opportunity and founded TESSAN, leading the way in the market to launch a self-developed socket with a USB interface. Through this kind of “differentiated” “charging artifact”, he filled the gap in the market, thus embarking on the path of a successful seller that occupied the No. 1 sales position in the Amazon category for 7 consecutive years, with a cumulative total of over 20 million consumers.
With the continuous emergence of homogenized products, competition in the market is becoming more and more “internal”, and it is difficult to gain a sustainable advantage by relying on price competition alone. If we continue to follow the traditional sales mentality, it will be difficult to achieve sustainable and healthy development. A trademark is just a trademark; it cannot become a brand, let alone reflect actual brand value. Therefore, Alex resolutely decided to step out of the comfort zone of simply selling goods and lead the team to challenge brand upgrades!
01 Key Actions for Brand Upgrading (1): Using “Brand Vision & Content” to Achieve Efficient Transformation
Considering the brand's basic market and market channel operation, TESSAN has carried out “subtraction” to focus the brand's positioning on two main products: placement and conversion heads. Furthermore, from the corresponding usage scenarios of the product, the two core scenarios of the TESSAN brand have emerged: Home - Plug and Journey - Switch. Combined with long-term product development goals, TESSAN really pursues travel and home charging solutions. Ultimately, it has established the brand positioning: Charging Solution For Home And Journey.
How to use Amazon's brand building tools to effectively convey “brand vision & content” to consumers?
“In the process of a seller's transformation into a brand, I think implementing 'brand vision & content' first is the most effective step in brand upgrading. Because, you first need to let customers see what your changes are and feel the tone of your brand. Taking us as an example, starting from brand positioning, we launched a new VI (Brand Identification System) and BI (Behavior Recognition System). Through store upgrades and the output of new brand content, Listing's conversion rate increased by up to 3%, which allowed the internal operation team to see the benefits very well.
“In the process of a seller's transformation into a brand, I think implementing 'brand vision & content' first is the most effective step in brand upgrading. Because, you first need to let customers see what your changes are and feel the tone of your brand. Taking us as an example, starting from brand positioning, we launched a new VI (Brand Identification System) and BI (Behavior Recognition System). Through store upgrades and the output of new brand content, Listing's conversion rate increased by up to 3%, which allowed the internal operation team to see the benefits very well.
We found that using brand flagship stores and premium A+ pages to add brand endorsements and content related to brand strength on store homepages and product detail pages has obvious effects on increasing brand trust, enhancing awareness of brand strength, and increasing purchase rates. For example, what famous celebrities have recommended them, what awards they have received, how many fans they have around the world, photos from offline exhibitions, etc.
1. Videos such as a collection of store star products, a collection of celebrity recommendations, and live shooting of offline exhibitions can be added to further enhance brand trust. The layout is reasonable on the store and premium A+, and the brand logo is displayed in the corresponding content module, thereby deepening the impression of the brand. Images such as celebrity reviews and offline exhibitions can also be posted using the post tool to increase the exposure of the overall brand image.
2. Continued posting posts can significantly increase brand awareness, improve brand tone through repetitive and high-quality brand content dissemination, facilitate user communication, and increase user stickiness. "
1. Videos such as a collection of store star products, a collection of celebrity recommendations, and live shooting of offline exhibitions can be added to further enhance brand trust. The layout is reasonable on the store and premium A+, and the brand logo is displayed in the corresponding content module, thereby deepening the impression of the brand. Images such as celebrity reviews and offline exhibitions can also be posted using the post tool to increase the exposure of the overall brand image.
2. Continued posting posts can significantly increase brand awareness, improve brand tone through repetitive and high-quality brand content dissemination, facilitate user communication, and increase user stickiness. "
02 Key actions for brand upgrading (2): The brand team uses results to persuade product and operation teams to achieve consistent internal collaboration
In companies like TESSAN, within the company, the brand department often has to deal with multiple business lines within the company. In addition to Amazon, there are other e-commerce channels. At this point, how to reach consensus within the company with various business channels so that the brand concept can be implemented in each channel with a “uniform” standard has become a top priority in the brand upgrade process.
Within the company, how does TESSAN implement the brand concept in the business team?
“TESSAN has begun the process of implementing the brand internally, and there are many challenges from the business department and R&D department. Mainly because business and R&D have biased understanding of the direction of brand upgrading, which will also change the way people work and generate corresponding costs. On the other hand, business departments usually pay more attention to sales and market share. They worry that brand upgrades will cause product adjustments or pricing changes, leading to sales uncertainty within a certain period of time. In response to these two challenges, we have summed up a set of “two-wheel drive” brand positioning and implementation methods:
1. The channel image has been renewed. Starting from brand positioning, we will create a new VI and BI visual system, starting with brand vision, and implementing brand upgrades to the entire product packaging, design, and materials that consumers can see, such as the decoration, listing, and product videos of the Amazon store. The purpose is very clear: to export the brand image first and tell consumers “who I am”.
2. Product innovation and branding. In the process of promoting the brand's implementation within the company, on the one hand, TESSAN forms an expert team for market research to carry out consumer insight and analysis in the early stages, thereby providing rich and valuable market insight for product development, so that the R&D team can sort out a clear direction to think about what the final shape of the product is. In this way, the entire R&D process has become more rigorous and scientific, while incorporating brand upgrades into product design and user experience, which in turn better conveys the brand's values and image. "
“TESSAN has begun the process of implementing the brand internally, and there are many challenges from the business department and R&D department. Mainly because business and R&D have biased understanding of the direction of brand upgrading, which will also change the way people work and generate corresponding costs. On the other hand, business departments usually pay more attention to sales and market share. They worry that brand upgrades will cause product adjustments or pricing changes, leading to sales uncertainty within a certain period of time. In response to these two challenges, we have summed up a set of “two-wheel drive” brand positioning and implementation methods:
1. The channel image has been renewed. Starting from brand positioning, we will create a new VI and BI visual system, starting with brand vision, and implementing brand upgrades to the entire product packaging, design, and materials that consumers can see, such as the decoration, listing, and product videos of the Amazon store. The purpose is very clear: to export the brand image first and tell consumers “who I am”.
2. Product innovation and branding. In the process of promoting the brand's implementation within the company, on the one hand, TESSAN forms an expert team for market research to carry out consumer insight and analysis in the early stages, thereby providing rich and valuable market insight for product development, so that the R&D team can sort out a clear direction to think about what the final shape of the product is. In this way, the entire R&D process has become more rigorous and scientific, while incorporating brand upgrades into product design and user experience, which in turn better conveys the brand's values and image. "
Alex shared with us a specific example of “Branding helps product innovation”:
1. Our research found that many middle and high-end users had strong demand for “high-wattage” travel adapters, but similar products on the market at the time were only 10 to 20 watts and could not meet this demand. Therefore, the brand department shared this discovery with the product development team, and finally created a new series of 100 watt products, successfully acquiring this group of “high net worth users”
2. At the same time, the packaging style and even the name of the entire product must match the preferences of the users, because we need to clearly explain what the differentiation of this high-power travel adapter is. For example: We may co-brand with some cultural IPs. Alternatively, change the “traditional model” naming method to a naming method that is more in line with the brand's tone. For example, one of our products is called Explorer X (Explorer)
In this way, this product is very well-made. It is not only a product, but also carries TESSAN's brand philosophy very well. "
1. Our research found that many middle and high-end users had strong demand for “high-wattage” travel adapters, but similar products on the market at the time were only 10 to 20 watts and could not meet this demand. Therefore, the brand department shared this discovery with the product development team, and finally created a new series of 100 watt products, successfully acquiring this group of “high net worth users”
2. At the same time, the packaging style and even the name of the entire product must match the preferences of the users, because we need to clearly explain what the differentiation of this high-power travel adapter is. For example: We may co-brand with some cultural IPs. Alternatively, change the “traditional model” naming method to a naming method that is more in line with the brand's tone. For example, one of our products is called Explorer X (Explorer)
In this way, this product is very well-made. It is not only a product, but also carries TESSAN's brand philosophy very well. "
03 Key actions for brand upgrading (3): Do a good job in international layout and localized operation in terms of operation, and seize peak season
Today, sellers engaged in cross-border e-commerce are working hard to build brands, hoping that brand strength will bring new growth and expand larger overseas markets. From Alex's point of view, a brand is a long-term corporate asset. It not only sells goods, but also needs to enter the consumer mind and be able to establish stable and resonant connections with users through the brand.
Why did you choose to run a multi-site operation on Amazon?How is TESSAN's localization operation carried out?
“Our brand mission is to help users connect to a better life. Through a multi-site international layout, it helps us reach users in different countries and regions. With Amazon's huge platform advantages, we can have more opportunities to explore and expand overseas markets and achieve rapid business growth. In addition, it can also help us establish global brand consistency, improve the adaptability and recognition of products in the international market, achieve better business models than traditional trade, and ultimately deliver brand ideas and good products to global users. "
In the process of going overseas, due to differences in customs, culture, and language, they faced many operational challenges, and brand building in localized operations became an important topic.
“Our brand mission is to help users connect to a better life. Through a multi-site international layout, it helps us reach users in different countries and regions. With Amazon's huge platform advantages, we can have more opportunities to explore and expand overseas markets and achieve rapid business growth. In addition, it can also help us establish global brand consistency, improve the adaptability and recognition of products in the international market, achieve better business models than traditional trade, and ultimately deliver brand ideas and good products to global users. "
In the process of going overseas, due to differences in customs, culture, and language, they faced many operational challenges, and brand building in localized operations became an important topic.
Starting with product localization, we will launch the brand into products and channels, and design products that meet the needs of local users, from functionality to packaging. Furthermore, when promoting products, we will make the entire communication method of the store more in line with local style and local culture and popular elements, so that the products are more in line with the consumer preferences of local users.
For example, we launched a desktop charging station for 20-year-olds in the US market. Well, when we create product videos and pages, we try to be as close to the pop culture of young Americans, restore the table style of young Americans in their 20s, and be infinitely close to the local market in terms of details.
For example, we launched a desktop charging station for 20-year-olds in the US market. Well, when we create product videos and pages, we try to be as close to the pop culture of young Americans, restore the table style of young Americans in their 20s, and be infinitely close to the local market in terms of details.
How to do a good job in peak season sales?(Examples: Prime Day, Black Friday, etc.)
“Seizing Amazon's official sales campaign will greatly increase the brand's chances of getting out in the market.
Develop annual brand planning: Prepare annual brand marketing plans in advance according to holidays and important promotion points in different regions and countries, so as to promote the implementation of marketing work in a more systematic manner with the business department during execution.
Collaborate efficiently and collaboratively to develop node marketing. According to the different marketing nodes, it is necessary to cooperate closely with the business side to comprehensively output consistent marketing themes in 360 degrees, so as to form brand synergy. For example, big promotions such as Prime Day and Black Friday require special products and special discounts, from store visuals to promotional strategies, organically combine planning and unique brand marketing campaigns. "
“Seizing Amazon's official sales campaign will greatly increase the brand's chances of getting out in the market.
Develop annual brand planning: Prepare annual brand marketing plans in advance according to holidays and important promotion points in different regions and countries, so as to promote the implementation of marketing work in a more systematic manner with the business department during execution.
Collaborate efficiently and collaboratively to develop node marketing. According to the different marketing nodes, it is necessary to cooperate closely with the business side to comprehensively output consistent marketing themes in 360 degrees, so as to form brand synergy. For example, big promotions such as Prime Day and Black Friday require special products and special discounts, from store visuals to promotional strategies, organically combine planning and unique brand marketing campaigns. "
For example, in terms of peak season marketing, we at TESSAN require that the marketing theme and style meet the brand tone. In addition to exporting product discounts, we will also bundle new products with brand information into a combined package and launch them through a “new product launch” method during the peak season promotion period. Furthermore, we will also incorporate some gamified interactive gameplay into the package, and gamify the entire social media platform and official website other than the Amazon store, and eventually drive traffic back to our Amazon store, forming a closed loop of product purchases.
[Big promotion operation tips]
During the peak season, we use various marketing techniques to get traffic from platforms such as our official website and social media, and eventually return to our Amazon store. The purpose is to maximize traffic on our Amazon site and make our marketing activities more interactive, not just a price reduction promotion.
The survey found that using Amazon's Brand Customized Promotion Tool (BTP) to select brands and different audiences, the larger the crowd base, the greater the promotion coverage. Since BTP will be superimposed with COUPON, PD, LD, and 7DD on the website, and at this stage of promotion, only all products within the brand can be selected, and individual products cannot be specified for promotion, it is possible to select high-potential customers or potential new customers to bring in new ones during periods of intense activity, such as Black Five Network 1, Prime Day, Christmas, etc., to maximize the conversion rate and sales.
During the peak season, we use various marketing techniques to get traffic from platforms such as our official website and social media, and eventually return to our Amazon store. The purpose is to maximize traffic on our Amazon site and make our marketing activities more interactive, not just a price reduction promotion.
The survey found that using Amazon's Brand Customized Promotion Tool (BTP) to select brands and different audiences, the larger the crowd base, the greater the promotion coverage. Since BTP will be superimposed with COUPON, PD, LD, and 7DD on the website, and at this stage of promotion, only all products within the brand can be selected, and individual products cannot be specified for promotion, it is possible to select high-potential customers or potential new customers to bring in new ones during periods of intense activity, such as Black Five Network 1, Prime Day, Christmas, etc., to maximize the conversion rate and sales.
Normally, we can select groups such as brand fans, top customers, and repeat customers to increase brand repurchase rate and sales. In addition, we can also use the A/B test tool to manage your test (MYE) to test the different titles, five points, main and secondary images, A+ pages, etc. of the corresponding products during peak season, try more, and spread the final version of the test results by product line to increase the overall click rate and conversion rate. Abbottt, Premiere Creative’s creative director.
TESSAN is striving to move forward along a clear branding path. In the process of brand implementation, we insist that products are king and continue to innovate.
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