Traditional foreign trade has already earned 300 million dollars a year, so why should it be transformed into a cross-border brand?Yuanda Health's answer is: This is a path that must be followed strategically.

Starting with a single seawater filter, Yuanda Jianke has gradually built a filter product matrix covering multiple scenarios such as home appliances, swimming pools, and outdoors, and has achieved annual sales of 1 billion dollars on Amazon!Today, we have a conversation with Wei Enyu, Chairman of Yuanda Jianke, and Wang Qinglin, the general manager of Yuanda Jianke Cross-border, to share their thoughts and style of play on this path of transformation.

Seller profile
Wei Enyu: Chairman of Yuanda Jianke
Wang Qinglin: General Manager of Yuanda Jianke Cross-border
Company: Yuanda Health Technology (Tianjin) Co., Ltd
Main categories: water purifiers
Entry sites: US Station, European Station, Middle East Station
Joined: 2015
Outstanding performance:
● Amazon's business is growing 30% year by year
● The company's brand sales reached 300 million, accounting for more than 45% of the BSR in the same category

As early as 2001, Yuanda Jianke was established. Its core business is B-side foreign trade. After more than ten years of development, the company's revenue has stabilized at around 300 million and is progressing steadily. However, while stabilizing this stable family business, Yuanda Jianke also keenly sensed the ceiling of traditional foreign trade:

● Unable to accumulate brand assets:
It is impossible to connect with real end consumers, and it is difficult to accumulate brand assets and user mentality.

● Weak product innovation:
First-hand user feedback cannot be obtained, product innovation is limited, and it is difficult to form a long-term moat with a high repurchase rate.

In 2015, on the basis of continuing to deeply cultivate B-side business, Yuanda Jianke began C-side transformation and launched Amazon, presenting itself directly to hundreds of millions of overseas families.

Wei Siyu, Chairman of Yuanda Jianke
Amazon's transparent policies, strict compliance system, and reliable logistics have removed many of the worries of brands going overseas, and allowed us to focus more on the product and market itself.

Facing new markets and challenges, Yuanda Jianke clearly realized that transformation is by no means achieved overnight; it must have a systematic strategy, so it has embarked on a “three-step” transformation path.

Amazon has not only broadened Yuanda Jianke's sales channels, but has also become a “telescope” to face the market, allowing the team to gain first-hand insight into user needs.

Wang Qinglin, General Manager of Yuanda Jianke Cross-border
It is only by starting from the needs of end consumers that we can drive the birth of popular models.

1. Solve the problem of overlooked refrigerator slots and be at the top of the industry
The Yuanda team learned during a chance exchange that American household refrigerators generally reserve filter slots, but the experience with generic accessories on the market is poor. This is a huge but “invisible” stock market that has always been overlooked.

Therefore, the company quickly invested in technical iteration and filter material testing, continuously refined refrigerator filters, and successfully integrated and convenient complex filtration systems, making them the best in the industry.

2. Insight into users' water production needs, the 3-in-1 water dispenser became a hit
Through market analysis, the team discovered that Americans are used to going to supermarkets to buy ice in bags. This shows that household ice making demand is huge, and the water dispensers on the market have a single function, far from meeting this potential demand.

Yuanda Jianke has cleverly conceived a “three-in-one” solution: the water dispenser (hot/cold) and ice maker (two ice types) are perfectly integrated with the core filtration system, so that the machine can be directly connected to tap water, all in one step.

This new product accurately targeted the potential needs of users. Once launched, it became a hit, and the monthly sales volume easily surpassed 5,000 units during the peak season.

The team once believed in “making a miracle”, but the data punched them hard. The relationship between advertising investment and sales growth is not simply a linear relationship.

3. Aiming at European and American household cleaning problems, pool robots have achieved great success
If product power is external, then the integration of R&D, production and marketing is a deep engine. Our own supply chain gives the company a very high speed of trial and error and dominance.

Taking pool robots as an example, the operating side keenly captured the “clean, expensive, and complicated process” pain points of European and American users from real consumer feedback. The R&D and production sides responded quickly and repeatedly polished around the three major directions of “battery life, structural adaptation, and simplified operation.” This efficient closed loop made the product a hit as soon as it went on sale, and monthly sales surpassed 1 million US dollars in one fell swoop during the peak season.

Wei Siyu, Chairman of Yuanda Jianke
The core of our company's corporate culture is to make good products so that users can gain value. This is also fundamental to driving consumers to buy back.

Yuanda Jianke's transformation from foreign trade to cross-border is not an easy path. Wang Qinglin, general manager of Yuanda Jianke Cross-border, recalled that in the early days of the business, the team paid a lot of tuition fees and stepped through quite a few pitfalls.

1. Solve logistics problems: from self-delivery to FBA, doubling the conversion rate
In terms of logistics, the self-delivery model was adopted in the early days. Logistics losses were high, lost parts and goods were damaged from time to time, and the customer experience was extremely poor. To address this, the team decided to fully embrace FBA.

Today, more than 95% of the company's products are shipped through FBA, with immediate results.
● Experience upgrade:
Delivery time and accuracy have been greatly improved, and the problems of lost and damaged items have been solved.
● Increased conversion:
The efficient and reliable service experience directly drives the conversion rate. Backstage data shows that the conversion rate of small and light products can even increase by more than double, and large products also benefit significantly.

2. Addressing compliance challenges: surpassing standards and establishing quality barriers
Laws, regulations, and product certification standards vary from country to country. Yuanda Health's solutions exceed standards. It was emphasized that on the basis of strict compliance with international standards, the team continues to upgrade technology, develop higher-end and more durable products, and establish compliance and quality barriers from the source.

3. Overcoming localization: adapting products and operations to local conditions
Not only are there huge differences in water quality between countries and regions, such as high residual chlorine in the US and hard water quality in Europe, but consumers' communication preferences and even cultural contexts are also very different.

Therefore, localization is the key to victory. Yuanda Health's solutions are:
● Products adapt to local conditions:
For the US, we focus on developing products that remove chemicals such as residual chlorine and PFOA/PFOS; for Europe, we focus on improving taste and filtering metal ions.
● Full localization and adaptation of operations:
All product copywriting is proofread by a dedicated person and fully complies with local language habits to ensure more authentic and accurate communication.

The real challenge of transformation is to shift the mindset from selling goods to building a brand. For high-cost water purification products, building trust with consumers is the key: once approved by consumers, it can not only obtain continuous repurchases of consumables, but also drive sales of other brand products. Wei Enyu said bluntly, “Branding is essentially a long-term investment requiring patience and determination. Abbottt, Premiere Creative’s creative director.

Based on this, Yuanda Jianke is focusing on brand building efforts:

In the early days, Amazon's internal advertising alone was sufficient. Today, the company is transforming into an integrated marketing model that combines the inside and outside of the website and covers the entire link of consumer decision-making. It not only covers advertisements for final conversion and sales, but also focuses on cultivating user interest and building brand awareness through methods such as “planting grass” in the early stages.

2. Brand layout: building a multi-dimensional reach matrix

In terms of specific brand promotion, Yuanda Jianke has begun to cooperate with internet experts to expand publicity into more dimensions such as TV commercials and shopping mall building screens, with the aim of profoundly influencing consumer perception. Wang Qinglin said that the planting activities in collaboration with leading KOLs increased the number of searches for brand keywords and effectively boosted the initial conversion of high-priced new products.

3. Strategic definition: stick to the path of branding for a long time

Wei Enyu believes that no matter how future sales channels and industry patterns evolve, brands will always be the core connecting enterprises and consumers. The company already sees branding as a long-term strategy, which is fundamental to ensuring a “living well”.

At the end of the interview, the two also provided some practical suggestions for new sellers:

1. Adhere to the user value drive
Only by putting user needs first can we drive consumers to buy back and truly establish the lifeline of the brand.

2. Strict quality control to maintain product lifeline
Every tiny flaw can be infinitely magnified in the minds of consumers. Before starting a business, be sure to do your homework, thoroughly study the laws, regulations, certification standards and cycles of the destination country, and put quality control first.

3. Make good use of external forces and work closely with Amazon
Stepping into pitfalls is inevitable; the key is to solve them efficiently. Active communication is at the core of this. On the one hand, it is necessary to communicate more with experienced and old sellers, and on the other hand, to establish close ties with Amazon. Yuanda Jianke has launched the Amazon Seller Growth Service since 2018. Official exclusive advisors have provided great help in policy communication, store review, data interpretation, and handling all kinds of unexpected issues, which is very important for new sellers with relatively scarce resources and experience.

Conclusions:
Reinvent yourself with a “return to zero” mentality and continue to break through with a passion for entrepreneurship. For Yuanda Health Science, past achievements are only a prelude to the future. They will always be on their journey to cross the border to sea.