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Seller story
Reach the TOP10 category?Monthly sales of over $3 million?Boom as soon as it went online?They've all caught the limelight on Amazon!
2024 February 08
Reading time about 6 minutes
The transformation trend of cross-border e-commerce has gradually declined from traditional foreign trade cities such as Ningbo, Guangzhou, and Shenzhen to local industrial belts. Industrial belt enterprises have shifted from traditional supplier roles to e-commerce and digital enterprises, and even established global brands.
In August 2023, Amazon launched the “Ten Industrial Belts to Sail” (“Ten Rules to Set Sail” for short) to continue to promote the integrated development of the “Cross-border E-Commerce+Industrial Belt” to enable more overseas companies to explore the global market with the right methods and channels and seize the new volume of global growth. Focusing on the five aspects of business opportunity development, brand building, localization services, talent cultivation, and brand benchmarking, Amazon Global Store hopes to further unlock the advantages of the Chinese supply chain, help traditional manufacturing companies expand new business opportunities, achieve digital intelligence transformation and upgrading, and help more “Made in China” build “global brands”.
At the same time, the “Sailing 100” program will also select and record the transformation of 100 Chinese industrial belt enterprises into cross-border e-commerce, providing lessons for more industrial belt enterprises to learn from their successful experiences. In the seller stories posted earlier, everyone has learned the stories of many Chinese industrial belt companies successfully going overseas. Today, we will be bringing you the stories of three sellers from East China, where the industrial belt is concentrated. Although they are from different industries, they have all completed the transformation of their enterprises by seizing the opportunities of cross-border e-commerce to create their own brands that sell big worldwide.
In August 2023, Amazon launched the “Ten Industrial Belts to Sail” (“Ten Rules to Set Sail” for short) to continue to promote the integrated development of the “Cross-border E-Commerce+Industrial Belt” to enable more overseas companies to explore the global market with the right methods and channels and seize the new volume of global growth. Focusing on the five aspects of business opportunity development, brand building, localization services, talent cultivation, and brand benchmarking, Amazon Global Store hopes to further unlock the advantages of the Chinese supply chain, help traditional manufacturing companies expand new business opportunities, achieve digital intelligence transformation and upgrading, and help more “Made in China” build “global brands”.
At the same time, the “Sailing 100” program will also select and record the transformation of 100 Chinese industrial belt enterprises into cross-border e-commerce, providing lessons for more industrial belt enterprises to learn from their successful experiences. In the seller stories posted earlier, everyone has learned the stories of many Chinese industrial belt companies successfully going overseas. Today, we will be bringing you the stories of three sellers from East China, where the industrial belt is concentrated. Although they are from different industries, they have all completed the transformation of their enterprises by seizing the opportunities of cross-border e-commerce to create their own brands that sell big worldwide.
Yongkang Cup and Pot Industry Belt: Hals Vacuum Utensils
From Amazon to the global expansion of the B-side market, “old trees” bloom “new flowers”
From Amazon to the global expansion of the B-side market, “old trees” bloom “new flowers”
Yongkang is the hardware capital of China. Nearly 70% of the world's stainless steel thermos cups are produced here. The domestic production scale of the Chinese cup and pot industry is calculated at factory prices, and it has already exceeded 30 billion yuan in 2022. From 2022 to 2026, the compound annual growth rate of China's cup and pot industry is expected to reach 11.7%. As a leading company, Hals has been working in this industry for more than 20 years.
Seize the cross-border e-commerce trend and go global with your own brand
The outbreak of the 2020 pandemic affected many of Hars' offline businesses, and they began to shift to online channels. “Amazon itself is the world's leading cross-border e-commerce site in terms of size and scale, so we decided to enter Amazon in 2020. “Chen Jie, director of cross-border e-commerce business at Hals Marketing Department, recalls why we chose Amazon as our starting point. “We chose the original French design brand SANTECO to enter Amazon at the time. Compared to Hals, the SANTECO brand's own design concept and audience are aimed at European and American people. Its appearance and function are more in line with the needs of the European and American markets. We feel that such a brand is closer to local consumers. Abbottt, Premiere Creative’s creative director.
The outbreak of the 2020 pandemic affected many of Hars' offline businesses, and they began to shift to online channels. “Amazon itself is the world's leading cross-border e-commerce site in terms of size and scale, so we decided to enter Amazon in 2020. “Chen Jie, director of cross-border e-commerce business at Hals Marketing Department, recalls why we chose Amazon as our starting point. “We chose the original French design brand SANTECO to enter Amazon at the time. Compared to Hals, the SANTECO brand's own design concept and audience are aimed at European and American people. Its appearance and function are more in line with the needs of the European and American markets. We feel that such a brand is closer to local consumers. Abbottt, Premiere Creative’s creative director.
SANTECO brought an unexpectedly good start. After only five months of launch, it reached the top 10 in the category on major sites in the US and Germany. At the same time, Hals saw that the top brands were basically monopolized by big foreign brands. While feeling proud, it also strengthened Hals's determination to become its own brand. “On the one hand, we have confidence in our ability to be made in China. Our R&D, design, and product quality all have the advantages of being made in China. Chen Jie said, “Some foreign brands were also designed and modeled by our industrial team; they just printed his brand. It's just that our foreign channels and brand strength are weak, but we think this is a great opportunity for the transformation from Made in China to a Chinese brand. Abbottt, Premiere Creative’s creative director.
Amazon Business Purchases Bring Surprising Joy, Direct Access to Quality Customers, and Steady Growth
Hals formulated an enterprise development strategy in 2021, clearly stating that it is necessary to rapidly increase the business of domestic independent brands and achieve five or five levels of international business revenue and domestic business revenue within the next 3 to 5 years, in other words, two-wheel drive, and go hand in hand. The path to achieving this goal also became more clear after Hals' purchase of Amazon Business. Through Amazon corporate purchases, Hals can directly sell products to terminal enterprise purchasing users, and Hars' B-side business has also experienced significant growth. B-side customers value the seller's production and development strength, product cost performance, product quality stability, and longevity of supply, which is more conducive to Hals' dual track layout on the C-end and B-side at the same time.
Hals formulated an enterprise development strategy in 2021, clearly stating that it is necessary to rapidly increase the business of domestic independent brands and achieve five or five levels of international business revenue and domestic business revenue within the next 3 to 5 years, in other words, two-wheel drive, and go hand in hand. The path to achieving this goal also became more clear after Hals' purchase of Amazon Business. Through Amazon corporate purchases, Hals can directly sell products to terminal enterprise purchasing users, and Hars' B-side business has also experienced significant growth. B-side customers value the seller's production and development strength, product cost performance, product quality stability, and longevity of supply, which is more conducive to Hals' dual track layout on the C-end and B-side at the same time.
“We were surprised to buy from Amazon. We discovered that there were potentially large orders, and at the same time, we didn't need to worry too much about last-end delivery issues, so we improved the company information, price allocation, etc. in corporate purchases, hoping to attract more corporate customers to use our products and form repeat purchases. “Chen Jie believes that the most rare aspect of Amazon business purchases is that the Direct To Buyer model allows Hals to directly access high-quality B-side companies and institutions through intermediaries. “We have received orders from institutions of higher learning such as Cornell University and other public welfare organizations, and have also received good feedback; Amazon Enterprise Purchase's unique B-side features and services have helped us grow on the B-side very well, such as corporate prices, volume discounts, bulk purchases, business review analysis, etc. We are very optimistic and look forward to Amazon's B-side future. Abbottt, Premiere Creative’s creative director.
Xiaoshan Down Industry Belt: Samsung Down
Foreign trade veterans go to Amazon to “fight back” to anchor gaps in the market and open up new brand volume
Foreign trade veterans go to Amazon to “fight back” to anchor gaps in the market and open up new brand volume
As a strong export county in Zhejiang, Xiaoshan has gathered rich industrial resources. Driven by cross-border e-commerce, the down industry has performed brilliantly. Over the past three years, Xiaoshan's down sales have exceeded 3 billion yuan, with an average annual growth rate of more than 50%, and products are exported to more than 30 countries and regions. Among these, Samsung Down has contributed to accurately connecting with overseas consumers through cross-border e-commerce. Monthly online sales have grown from less than 200,000 US dollars in 2022 to more than 3 million US dollars now, which has also driven the transformation and upgrading of manufacturing.
Amazon grasps corporate autonomy for 3 years, working across borders for more than 30 years
Zhu Zhiliang, chairman of Samsung Down, has been an OEM OEM for more than 30 years, but the sales performance of Samsung Down's own cross-border e-commerce brands surpassed the traditional OEM business in 2023. He laughed that it took 3 years to settle down for more than 30 years. As for the development of the enterprise, Zhu Zhiliang has a very clear position and understanding, which are the three growth curves. The first curve is B2B OEM. The second curve created from this innovation is Amazon and cross-border e-commerce, and the third curve is to build an independent brand.
Zhu Zhiliang, chairman of Samsung Down, has been an OEM OEM for more than 30 years, but the sales performance of Samsung Down's own cross-border e-commerce brands surpassed the traditional OEM business in 2023. He laughed that it took 3 years to settle down for more than 30 years. As for the development of the enterprise, Zhu Zhiliang has a very clear position and understanding, which are the three growth curves. The first curve is B2B OEM. The second curve created from this innovation is Amazon and cross-border e-commerce, and the third curve is to build an independent brand.
Zhu Zhiliang has been foundry duvet for a well-known international hotel chain for nearly 20 years. While being proud, Zhu Zhiliang is also thinking about how to truly seize the company's initiative. It's relatively easy for him to do B2B foundry. He takes orders, makes goods, and waits to collect the money, but the company has very little autonomy. “I don't know who my consumers are, and I don't know if they like my products. If I can't get this information, I'm just deaf or blind; I can't see or touch it; I just listen to what others say. Abbottt, Premiere Creative’s creative director.
As a result, he began experimenting with the second curve to seek innovation and breakthroughs in cross-border e-commerce. Since the beginning, Samsung Down had a strong sense of brand and was working on Amazon. Zhu Zhiliang believes that only by putting up a brand can customers find it when they search. “I know my customers will go to Amazon because they trust this platform and feel that it has better logistics, returns, etc., so my products are 15% more expensive on Amazon than standalone sites, but they still buy them on Amazon. That's the power of platforms. Abbottt, Premiere Creative’s creative director.
Precisely explore gaps in the market, open up new categories and add volume
Samsung Down has never stopped exploring the third curve. REST, a high-end bedding brand launched in May 2022, went viral. During preparation for REST, the Samsung Down Down Team conducted a full 8 months of research in the US market and distributed more than 4,000 questionnaires. Based on extensive research data, they established a targeted product based on the concept of “cool quilt”, which mainly addresses the sleeping pain points of 4 types of people with body heat in the US market. The first type is a menopausal woman with hot flashes, the second type is an athlete, the third type is a pregnant woman, and the fourth type is a child. “We searched for the term cold quilt and found that it didn't become a category, so once we typed it out, we would be number one in the category. ” Zhu Zhiliang believes that finding gaps in the market through market research and developing a new brand that is number one in the category is one of the perspectives for Chinese companies to innovate in the future.
Samsung Down has never stopped exploring the third curve. REST, a high-end bedding brand launched in May 2022, went viral. During preparation for REST, the Samsung Down Down Team conducted a full 8 months of research in the US market and distributed more than 4,000 questionnaires. Based on extensive research data, they established a targeted product based on the concept of “cool quilt”, which mainly addresses the sleeping pain points of 4 types of people with body heat in the US market. The first type is a menopausal woman with hot flashes, the second type is an athlete, the third type is a pregnant woman, and the fourth type is a child. “We searched for the term cold quilt and found that it didn't become a category, so once we typed it out, we would be number one in the category. ” Zhu Zhiliang believes that finding gaps in the market through market research and developing a new brand that is number one in the category is one of the perspectives for Chinese companies to innovate in the future.
Binjiang Robotics Industry Belt: Yushu Technology
An up-and-coming four-legged robot switched careers to sell fitness pumps globally on Amazon
An up-and-coming four-legged robot switched careers to sell fitness pumps globally on Amazon
The High-tech Zone (Binjiang) is known as the “Hangzhou Industrial First Zone”. In recent years, it has relied on digital economic advantages such as artificial intelligence, 5G, and the Internet of Things to promote the boom in the robot industry. In 2022, the total industrial output value of the robot industry in the region was 7.7 billion yuan, an increase of 35.9% over the previous year, making it a leader in robot development in Hangzhou and even Zhejiang. With the advantage of such industrial clusters, Binjiang has also given birth to many emerging robot companies going overseas. The “latecomer” Yushu Technology is one of them.
Start a business and go overseas, Amazon's high-quality customer base starts quickly
Just 7 years after its establishment, Yushu Technology has been broadcast 12 times, the 2021 CCTV Spring Festival Gala, and the 2022 Beijing Winter Olympics. In the first few years, it was mainly a high-performance 4-legged robot product. In 2022, a fitness pump product was developed based on robotics technology, and it is now the main product on Amazon. This overseas company with employees mainly composed of post-90s and even post-00s shows the different self-perception and global vision of a new generation of Chinese brands.
Just 7 years after its establishment, Yushu Technology has been broadcast 12 times, the 2021 CCTV Spring Festival Gala, and the 2022 Beijing Winter Olympics. In the first few years, it was mainly a high-performance 4-legged robot product. In 2022, a fitness pump product was developed based on robotics technology, and it is now the main product on Amazon. This overseas company with employees mainly composed of post-90s and even post-00s shows the different self-perception and global vision of a new generation of Chinese brands.
“Everyone also knows that most Chinese companies went overseas later, but our company paid more attention to overseas markets earlier. Some people felt that they had to do well at home and then work overseas; instead, they gave time and opportunity to others. ” Wang Xingxing, founder and CEO of Yushu Technology, has long recognized that technology products are highly accepted in Europe and America, so he targeted the European and American markets at the beginning of his business, and immediately became the world's leading four-legged robot company. Since February 2023, Yushu Technology has taken a different approach, selling the “PUMP Fitness Pump” on Amazon, and is committed to building a “professional gym in your pocket”. It sold hundreds of thousands of US dollars a month after launch, and was widely praised by overseas consumers around the world.
In order to more accurately explore the needs of overseas consumers, they also did crowdfunding before officially launching fitness pumps. This idea of directly collecting consumer feedback and feeding back product development made Yushu Technology's new products a huge success. Most products sold for 169 US dollars during the crowdfunding period. In the end, PUMP fitness pumps went online at a price of 289 US dollars, but there are still many customers who have bought during the crowdfunding period, and even repurchased 8 units at most. The high-quality customer base and intuitive and convenient feedback channels on Amazon have strengthened Yushu Technology's determination to further cultivate Amazon.
Easy entry compliance reminder on Amazon and fewer detours
As a new player who only opened a store on Amazon in April 2023, Hu Xiaojie, head of the cross-border e-commerce business at Yushu Technology, believes that Amazon's convenient entry process also saved a lot of effort in the early stages. “The first 3 months of registration and operation went very smoothly. After filling out the application form, you will receive a link. After filling out the registration application form, you will receive a link. After filling out the registration form, you can upload the basic registration documents. The time we moved and entered the warehouse later added up to about a month before it went on sale. ” Previously, Yushu Technology entered Amazon's US and European sites. The next target site for the Hu Xiao Festival was the Middle East and Australia, because the Middle East and Australia both have strong purchasing power, and robot dogs in particular also have good feedback on overseas sales results in the Middle East.
As a new player who only opened a store on Amazon in April 2023, Hu Xiaojie, head of the cross-border e-commerce business at Yushu Technology, believes that Amazon's convenient entry process also saved a lot of effort in the early stages. “The first 3 months of registration and operation went very smoothly. After filling out the application form, you will receive a link. After filling out the registration application form, you will receive a link. After filling out the registration form, you can upload the basic registration documents. The time we moved and entered the warehouse later added up to about a month before it went on sale. ” Previously, Yushu Technology entered Amazon's US and European sites. The next target site for the Hu Xiao Festival was the Middle East and Australia, because the Middle East and Australia both have strong purchasing power, and robot dogs in particular also have good feedback on overseas sales results in the Middle East.
For Yushu Technology, which specializes in consumer-grade technology products, another major issue when going overseas is compliance and certification in overseas markets. (Amazon's “Compliance Reference Tool” can help companies check compliance requirements themselves, and also provide sellers with service support in compliance. ) Qian Linfei, product manager of Yushu Technology, began promoting certification in various markets at the end of 2021. At the beginning, he found that it was difficult to obtain information on many local markets, and channel providers and agents would in turn chase up and supplement many materials when selling goods globally. “After entering Amazon, we have a compliance team that reminds us in advance, and we are all ready when others come after us. Abbottt, Premiere Creative’s creative director.
Today, the fragmented supply of the industrial belt under the digital wave has also unleashed real cluster advantages in the form of organic integration, and has become a rich soil to help the industry take enterprises abroad. Amazon's global store opening will also continue to promote the deepening and integration of the “cross-border e-commerce plus industrial belt” model to help more Chinese enterprises achieve sustainable and high-quality development through cross-border e-commerce.
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