In the past, Chinese enterprises were "Made in China" standing behind the light of international brands . Now, cross-border e-commerce allows Chinese brands to stand on the global stage and become that shining light. In order to pursue the story behind "becoming light", we visited three Chinese sellers who have successfully built their brands on Amazon, three brand stories, three tough journeys, but with the same sincere beliefs and original dreams. They are the storytellers, the pioneers of chasing waves in the world, and the pioneers of Chinese brands on the road to the sea.
01YouTen's way to go overseas
"Since 2015, we have found that the number of sales orders of OEM companies is decreasing, and the order volume of these companies doing cross-border e-commerce is increasing year by year"
Before the establishment of the Youten brand, Wang Yunjia and his wife had been engaged in the traditional foreign trade of fitness equipment for more than ten years. However, the birth of a child and the intensified pressure of competition in the foreign trade industry made Wang Yunjia realize that he should follow the rapid rise of cross-border e-commerce.
"In the beginning, I was trying to find a way to make more money and give my family a better life."
After the brand 's huge success from the 0 to 1 stage, they didn't stop there. Optimizing products, developing sub-brands, and expanding the market are their goals for the next stage.
"Good products and customer trust are the foundation of a good brand"
Establishing a professional, high-quality and responsible brand image is not an easy task. In the early stage of the transformation, because a batch of goods did not have moisture-proof measures, customers received goods that were damp due to shipping. Although it does not affect normal use, Wang Yunjia decided to provide a full refund in order to lay a solid foundation for the brand.
"The loss of this batch of goods may be about 300,000."
Later, the wife joined and applied more than ten years of supply chain management experience to the quality control of the YouTen brand. The husband and wife worked together to reduce the cost of returns and exchanges, and also stabilized the brand reputation.
The ultimate pursuit of product quality and experience has enabled YouTen to win user word-of-mouth, repurchase and praise on Amazon. Three years after the brand was established, Wang Yunjia's company's annual sales have reached 50 million US dollars.
"To build a brand, you must choose a better development platform. It can make your brand known and purchased by more people, which is the biggest help for the initial development of the brand. So for me, the best way to start. The choice is Amazon's global store." – Wang Yunjia
02Kemimoto brand's road to sea
"Can't I just be a screw all the time?"
Before doing cross-border e-commerce, Yang Taiping served as a middle-level executive in a well-known foreign company, but the high-paying job and stable life did not stop him, but began to think about more possibilities beyond the "screw of foreign companies".
When traveling abroad, Yang Taiping frequently saw advertisements of big foreign brands. At that time, he often wondered when he would see more Chinese brands appear on billboards around the world.
At the age of 39, he joined KEMIMOTO as a co-founder and stepped into cross-border e-commerce. Zero everything, start from scratch. Standing on the starting line of a new start, Yang Taiping can finally create a recognized brand by himself. In his opinion, the real brand will shine,
"When the brand value shines, those who are near are happy, and those who are far are coming."
KEMIMOTO started with a traditional foreign trade model and found the highly specialized track of UTV extreme off-road vehicles. With the help of Amazon's global store opening, combined with user feedback, we can dig deep into user usage scenarios to create new needs. At the same time, Yang Taiping applied his years of supply chain management experience to the optimization of upstream and downstream suppliers. In order to meet the needs of high-standard and customized products, he helped factories find more matching suppliers and further optimized the profit margins of enterprises.
Relying on the unique brand innovation advantages to establish a differentiated cognition, and cooperate with the supply chain optimization to achieve a stable and long-term brand development trend, KEMIMOTO has truly become a leader in this niche track. 2 times of that, creating an excellent performance of 1 billion annual sales.
"Cross-border e-commerce is a direct-to-consumer business, which is different from the traditional business-oriented approach of foreign trade. Brands need to ensure that high-quality products and a comfortable experience are simultaneously conveyed to consumers. We need to deeply understand customer needs and use them better. technology, materials and quality, create long-term and additional value for customers, and let customers feel that our brand products are worth buying and trusting." – Yang Taiping
03Zhiou technology brand's way to go overseas
"Zhiou was established in 2010 and is one of the earliest cross-border e-commerce companies in China"
Zhiou Technology has been in Amazon for 12 years. After various stages of cross-border e-commerce development, Song Chuan's concept of "long-termism" has accompanied him throughout his brand building journey. Even in the midst of disorderly competition, in the face of fierce competition and sales pressure, Song Chuan led his employees to open up the market with product quality and word of mouth.
"What we have held to for a long time has become our most valuable point."
This insistence, supplemented by Amazon's powerful traffic resources and logistics system , has enabled Zhiou Technology to successfully expand its business scale to 12 sites around the world and move towards true brand internationalization.
"We should only do one thing over the years, and that is the hard but right thing"
With the gradual regulation of the cross-border e-commerce industry and the help of Amazon's global store opening, Zhiou has ushered in a return period. After the success of the first home furnishing brand SONGMICS, Zhiou decided to deepen the home furnishing field and create subdivided brands to meet the diverse needs of consumers in the home furnishing scene. The new brand VASAGLE mainly focuses on panel furniture , and the pet product brand FEANDREA which advocates the concept of "harmony between people and pets" came into being.
Steady and steady iteration of products, step-by-step exploration of new needs in the home furnishing scene for the camp, and use of Amazon marketing tools to expand exposure to improve the efficiency of marketing transformation, the three major brands of Zhiou Technology achieved sales of 6 billion yuan in 2021. For so many years, Song Chuan believes that he has only done one thing, that is to insist on doing the difficult and right thing.
"It is not so much that we have become the light, it is better to say that we have taken advantage of the trend of China's development to shine on the world stage."
3 Chinese sellers' mental journey and the way to go overseas are also the representatives of thousands of brand sellers going overseas
From products going overseas to brands going overseas , Amazon’s global store helps Chinese sellers reach global consumers to achieve digital operations , leverage their strong supply chain advantages , and become a global brand , allowing a strange brand that has never entered the minds of overseas consumers to quickly enter the local market Build brand awareness
From "Made in China" standing behind the light , to " Made in China" chasing light , and then to the "Chinese brand" that shines . Amazon's global store opening will always go together , please join us to become the light of Chinese brands that light up the world!
Starting today, we will also be online #shine it! Chinese brand #brand column # . Here , we will select the most sentimental stories of Amazon's global store sellers , and see how they ride the wind and waves with China's development, overcome difficulties and create a Chinese brand that consumers around the world love .
