In 2018, a keyboard and mouse product conference was forced to be suspended due to a product interface failure. This made founder Max realize the need for “free interface” for the first time.

Max said, “Notebooks are getting lighter and thinner, and the number of ports on the fuselage is constantly decreasing. Contrary to this, with the popularity of mobile office, users' computers may need to connect to multiple different screens, keyboards, keyboards, etc. We have received feedback from many users that they will be equipped with a hub, docking station, etc. to connect a keyboard and mouse. We found that compared to highly competitive keyboard and mouse products, connectors and converter products such as hubs and docking stations are indeed in high demand in the European and American markets, and have a wide range of application scenarios. "

Coupled with the explosion of the housing economy this year, Max is determined to further cultivate hubs and docking stations to help consumers meet the interface needs in different scenarios. Because of its timely entry into the market, UtechSmart has seized the Type-C outlet and created many star products equipped with a Type-C interface. This also made Max realize the importance of directly reaching out to users: not only to optimize products and improve quality, but also to enrich the product line and build a brand. This recognition drove UtechSmart's entry into Amazon.

In the early days of Amazon's launch, UtechSmart faced the European and American markets and mainly communicated with customers through email to understand overseas consumers.

Max said, “We get emails from some Amazon buyers. The questions are quite professional, such as what features are needed for a certain usage scenario. To figure out what they need, we always take the initiative to ask two questions: What kind of work do you do?Why do you need this?"

Through extensive communication, UtechSmart discovered that many customers were buyers from companies that purchased IT equipment for the company. It turns out that on Amazon, not only can you do C-side business, but there are also a lot of B-side corporate procurement needs waiting for UtechSmart to explore, so in the second year of Amazon's launch, UtechSmart launched Amazon Enterprise Shopping. Through Amazon corporate purchases, UtechSmart has more direct and effective communication and cooperation channels with corporate and institutional buyers. The customer base has expanded from individual consumers to corporate and institutional customers, enriching product usage scenarios and providing new selling point references for product design.

Max said, “B-side customers value brand experience and service more. We will send thank-you letters to customers and collect feedback through the Amazon back office. On the one hand, we can make customers feel the brand's care and service, and on the other hand, we can also directly obtain feedback from users to improve products and improve quality. "

In addition, customers from the world's top 500 companies such as Walmart, Dell, and Thor have also found UtechSmart to cooperate with brand co-branded packages and in-depth customization. In addition to doing business with well-known large companies, UtechSmart has also obtained large batch commercial orders.

Max said, “We often buy large orders from Amazon, and often buy 800 items or more in one order. For example, in the summer of 2022, an American buyer ordered products worth up to 500,000 US dollars at once through the Amazon Enterprise B-side store. "

Today, Amazon has become UtechSmart's most important customer acquisition center in overseas markets. On the one hand, through Amazon Enterprise Purchase, UtechSmart can accurately and directly obtain IT procurement orders. On the other hand, Amazon Enterprise Purchase also enhances B-side users' trust in sellers.

Max said, “Larger enterprise customers tend to pay more attention to endorsements and protections. After all, it involves relatively large orders, and if they aren't trading on mature channels like Amazon, they may be concerned about product quality and after-sales disputes. Many customers who make purchases through Amazon Business Purchases have basically acknowledged Amazon's influence. Coupled with our advantages in terms of products, services, and prices, they have finally won these orders. It can be said that in addition to supporting traffic and accurate delivery to corporate customers, Amazon has also given us some strength endorsements. "

In order to further strengthen the brand's identity in overseas markets, UtechSmart has also carried out more professional “arms” in the three areas of R&D, operation, and procurement.

With adequate preparation, UtechSmart ushered in a period of explosive performance. Max said, “Since 2020, affected by the pandemic, people have started taking online classes and working from home. By 2021, our performance has increased 3 to 4 times, and our B-side business has also grown from 10% to 45%. Currently, the B-side business is growing by more than 118% per year!"

Promoting the B-side also gave UtechSmart another surprise: because corporate buyers have higher and stricter control over the quality of products, the B-side products are also popular on the C-side. At the same time, the design concept of B-side products also provides good guidance for the development of C-side products. Facing the future, Max said, “3C products are being updated and iterated very fast. This is a challenge that must be faced, but we need to have confidence in China's manufacturing strength, make good use of our industrial advantages, follow the trend, and maintain confidence in the brand going overseas. Abbottt, Premiere Creative’s creative director.

Transformed independent brands, sales performance increased by more than 40% for 5 consecutive years
Hollyview started an OEM business. Until 2017, I felt that this path could not continue to develop, so I decided to start my own brand and mainly produce products related to film and television shooting. Now, it can basically maintain sales performance growth of more than 40% every year.

Transforming an independent brand is a lifetime for Hollyview. Because of the technical advantages accumulated by OEM and the consistent excellent product quality, it was viewed as a threat by the original customer, and all OEM orders were withdrawn before the transformation was successful. Not only was there no business overnight, but the core backbone also left one after another. With internal and external worries, we can only break the boat and start from scratch with the belief of being a brand.

Vincent said, “Unlike before, to be an OEM, you only need to make a good product, but to be a brand, you need to face the user, and more importantly, find out who is the real user. "

Once Vincent discussed cooperation with a film and television photography equipment rental company in Beijing, a photography teacher mentioned, “Photographers don't know about your brand, light, and rental company. Why are they helping you promote it?”, It was this sentence that made him find a breakthrough: we should go to users, listen directly to feedback, and let users see themselves directly. In order to find a channel for direct communication and communication with users and get first-hand user needs, Vincent immediately launched the “Xiahengdian Plan”.

Vincent said, “All of our sales began to be based in the Hengdian mixed crew to help photographers carry cases and equipment for free. We introduced our products when we had time, and listened to their feedback on what kind of products were easy to use. "

After working on the crew for 3 months, Hollyview was well known to photographers and successfully won orders from five major domestic leasing companies. Once you have established a foothold at home, the next step is to start preparing to go out to sea.

Hollyview runs through the domestic market and refines its products, and is prepared for everything. However, unexpectedly, they made a mistake when they first went overseas. Following the traditional idea of going overseas, they first started by attending industry exhibitions in various regions, hoping to find overseas channel agents, but with little success.

Vincent said, “Unlike popular consumer products such as mobile phone cases and desk lamps, film and television equipment is actually a niche market. We found that we participated in various exhibitions and were unable to reach real overseas customers. "

In desperation, it was only possible to adjust its strategy, and Hollyview decided to start with customers with foreign retail channels. In order to open up this channel, Vincent visited overseas film and television equipment retail stores one by one, invited them to experience Hollyview products, collected feedback, and gradually gained entry cooperation from offline retail stores during exchanges, which won recognition from professionals and channels. It was only after the product was purchased and received more recognition that an e-commerce group began to switch to the front line, focus on Amazon, and launch Amazon Enterprise Shopping. Amazon Business Purchase provides the Hollyview e-commerce team with a channel to reach more B-side buyers, helping Hollyview to obtain more accurate conversions among corporate buyers, and expanding more different types of enterprise customer groups.

Vincent said, “Our main products target small and medium-sized teams and enterprises. Amazon Business Buy provides business buyers with a simpler and more convenient shopping interface, so that our products can get more exposure among business buyers; the exclusive corporate certification logo on the product page, and exclusive corporate price and quantity discount tools can help us improve the display and transformation of our products among corporate buyers. On the other hand, judging from the analysis of corporate purchase data, it also helps us reach customer groups in other different industries, such as education and government industries. "

Compared to the original domestic market, which relied on “walking into Hengdian and facing up to users” to get feedback, operating Amazon is more of a “data” + operating guide. Through Amazon's data analysis, getting out of the niche film and TV shooting crowd and embracing greater demand and richer scenarios is the core of Hollyview's growth and strength.

Vincent said, “Decisions without data are gambling; only decisions with data are decisions.” Amazon has a huge number of existing customers, and its data analysis reports are very important. How can we more accurately target the needs and pain points of different user groups, innovate products, or reflect professionalism?Hollyview has summed up 2 great methods:

Use Amazon's sales rankings to target major competitors and analyze the preferences of overseas users from best-selling products
“We have a special conference on data analysis and weekly review analysis. We not only review our own traffic data situation, but also analyze Amazon's various sales lists, compare and analyze our products and best-selling products to see if there is room for optimization and continuous product improvement. Abbottt, Premiere Creative’s creative director.

Equipped with a dedicated design team to cooperate with the data analysis team to control product promotion materials
“We have a microphone product that is not inferior to the competition in terms of product quality or functionality, but it is selling as good as anyone else. Our analysis revealed that the reason was in the product images. The ratio of products and accessories in the competition is consistent with the size of the actual product. However, when we made the product map, we deliberately increased the ratio of accessories in order for users to see the accessories clearly, causing users to be very confused and unable to understand why such a small microphone was equipped with such a long cable. It turns out that European and American users do not pursue the freehand and vividness of the picture design, but rather want to display information more intuitively and clearly, which is very important. Abbottt, Premiere Creative’s creative director.

In order to more clearly, completely, and accurately record and organize user feedback, Hollyview will collect the positive and negative reviews of all users on Amazon separately and sort them out in different categories. The process of Hollyview's unique user experience map is then matched and sorted out, and Hollyview's own product experience knowledge base is established through these three levels of feedback and data collection records.

Through this method, Hollyview has created B-side explosions one after another, topping the Amazon sales list. From a bad start to Liu Dian and a bright future, Hollyview has achieved performance growth of more than 40% for 5 consecutive years. In the first half of 2022, B-side sales already surpassed last year's full-year sales, and orders in the US and Japan also increased 40% and 60% year over year.

Vincent said, “Our next goal is to first maintain our current position and influence in this category, continue to practice internal skills, and pursue steady progress. "

IT accessories take advantage of big business opportunities, and OEM manufacturers have become big names overseas. UtechSmart and HollyView's overseas experience once again proved the excellent quality of Chinese products and the strong strength of Chinese sellers. Commercial IT products are the category with the highest procurement amount and frequency by enterprises, and are also one of Amazon's strategic purchasing strategies. The new trend of cross-border B2B has arrived. Seize the opportunity with Amazon Business Buying to do business with overseas companies and organizations!