When cross-border e-commerce unicorn SHEIN is talked about by people, its flexible supply chain capabilities must be mentioned the most. SHEIN relies on the supply chain to get out of the circle, which means that the quality of suppliers is closely tied to the development of cross-border e-commerce sellers.
However, due to the particularity of cross-border e-commerce, sellers often do not want the products they sell to be known, and the suppliers behind them are naturally shrouded in mystery.
However, in recent years, cross-border e-commerce has continued to develop, and the new crown epidemic has stimulated the scale of online shopping to skyrocket. Driven by dividends, a number of cross-border e-commerce sellers have sprinted to the market. At the same time, in the cross-border e-commerce chain, the Suppliers were also quickly "taken flying". When capital set their sights on this track, some high-quality suppliers also received large amounts of financing, or directly embarked on the road of IPO. In the process, the supplier relationship between these companies and major sellers was also further disclosed.
If a supplier can enter the big-selling supply chain, it usually means that the company is in the forefront of similar companies and the technology is mature enough in the industry. For sellers, with supply chain advantages, product strength has another major underlying support. The current cross-border e-commerce has shifted from "channel is king" to the era of "product is king". Sellers with advantages in the supply chain will be more likely to build strong barriers in competition, and will also become the era of this era. the winner.
However, it should be noted that these companies out of the circle, in addition to their identities as "suppliers", their other identities are also "big sellers". Therefore, in this article, the editor will not only introduce the relationship between these suppliers and cross-border big sellers, but also explain in detail the strong categories of these suppliers and the layout of their own brands on cross-border e-commerce platforms. . The article will also introduce the distribution of China's product supply chain at the end.
Supply chain "internal strength" adds "confidence" to sellers
Statistics from the General Administration of Customs show that in 2021, China's cross-border e-commerce import and export volume will be 1.98 trillion yuan, an increase of 15%; of which exports will be 1.44 trillion yuan, an increase of 24.5%. The government work report has emphasized the development of cross-border e-commerce for nine consecutive years.
China's cross-border e-commerce looks at Guangdong. Relevant data shows that there are more than 100,000 enterprises engaged in cross-border e-commerce business in Guangdong Province , and more than 57,000 subjects of market procurement trade filing. Market procurement exports jumped from 81.5 billion yuan in 2017 to 315.9 billion yuan in 2021, with an average annual growth of 40.3%.
And supporting cross-border e-commerce sellers to gallop in overseas markets are suppliers one after another. It can be said that the supplier in the hand is the confidence of the seller to climb the slope. Previously, we often saw a negative answer when someone asked sellers "is it too late to enter Amazon now", but there is one exception: have supply chain resources. This can also prove the importance of suppliers to sellers from the side.
Last year, Tianze Information, the parent company of Youkeshu, disclosed the number of its active suppliers in the past three years in its reply to the Shenzhen Stock Exchange's inquiry letter. From 2018 to 2020, the number of active suppliers of Youkeshu has shown an increasing trend. Among them, the number of active suppliers in 2020 has reached 23,729, and the cumulative purchase of goods exceeds 160 million.
For sellers, multiple suppliers can not only choose the best, but also find the most economical products through peer competition, and because of the diversification of channels, they can also diversify risks. In case of a problem with a supplier, they can immediately use Prepare suppliers to supply.
A few days ago, a seller said on an industry forum that he had encountered such a problem: the seller opened a private model with a cooperative supplier and asked for an exclusive supply, but soon they found out that the same product was being sold on the platform. He was troubled by how to protect his rights and how to cooperate with suppliers in the future.
In fact, in the process of cooperating with suppliers, the problems faced by sellers do not stop there. Some sellers are distressed: "A small batch of new product packaging is made by the supplier, and the packaging comes with the supplier's brand, and the other party does not want their own brand to be covered and replaced by the label, I don't know how to create a listing. non-infringement". There are also sellers who complained that when they were picking up new products, the supplier's quotation was open, and another supplier's delivery was delayed, resulting in the product may not be able to enter the warehouse.
As the saying goes: "Be prepared for any problems", if the seller's supplier resources are sufficient, it can avoid dependence on a single external processing supplier, and can find a replacement plan in time when a problem occurs.
In the IPO process, the home furnishing giant is well aware of this. Its prospectus shows that from 2019 to 2021, the company's purchases from the top five suppliers were 245 million yuan, 484 million yuan and 520 million yuan, accounting for 25.46%, 24.30% and 20.88% of the total current purchases, respectively. Supplier concentration is relatively low, and there is no heavy reliance on a few suppliers.
Not only that, Zhiou Technology has also established a supply chain collaboration platform, and has completed cooperation with more than 120 suppliers.
Among cross-border e-commerce sellers, SHEIN is unmatched in terms of supply chain capabilities. Marketplace data shows that SHEIN has now become the most downloaded mobile application in the United States. Behind the success of SHEIN, a strong supply chain is the support.
According to the report of "Date", within the "2-hour circle" of Guangzhou Panyu headquarters alone, SHEIN has developed more than 300 core garment factory suppliers, all of which have more than 2,000 suppliers.
Relying on strong supply chain capabilities, SHEIN's new speed is much faster than other fast fashion brands. According to reports, it now has about 3,000 new styles every day and nearly 20,000 new styles every week.
Since the supply chain is so important to sellers, what are the main aspects of choosing a supplier? The editor believes that quality must be the first factor, and the other is service ability, product delivery time, infringement issues, and the ability to change money. In general, the quality is excellent, the service awareness must be strong, the delivery period must be guaranteed, and the product can be actively cooperated to improve, or update and iterate.
The cross-border e-commerce industry started to develop in 2010, and it has gone through 12 years. Compared with other industries, it is still very young, so the maturity of suppliers is still relatively lacking, but in the process of development, there are still some excellent The company "runs" out.
A group of outstanding representatives ran out, and news of supplier financing and listing continued
There is an old saying: "If you study well, you will become an official." For some high-quality suppliers, they not only supply some large-scale listings, but also embark on the IPO road by virtue of their strength. The following is a compilation of some suppliers who have obtained financing or listing, and introduce their main products and the current layout of their own brands on cross-border e-commerce platforms such as Amazon, eBay, and Lazada.
Anker innovative supplier. As early as 2017, Haun Acoustics started to deliver TWS Bluetooth headsets in batches to Anker. According to the prospectus released by Horn Acoustics in 2019, Anker ranked fourth among its major customers in 2018, with sales of 44.7781 million yuan, accounting for 4.94% of operating income.
On September 29, 2020, Horn Acoustics conducted a counseling and filing at the Shenzhen Securities Regulatory Bureau, which was its second IPO. In 2017, it opened its first listing counseling and released its prospectus on May 10, 2019.
The prospectus disclosed that the main business of Horn Acoustics is the design, development, production and sales of electro-acoustic products, including earphones, speakers, microphones, speakers, etc. Among them, the earphone business accounts for the vast majority, followed by the microphone business, and the third is the speaker business.
According to the prospectus, headphones are the main source of the company's revenue , accounting for 83.60% of the main business revenue from 2016 to 2018. In 2018, the sales volume of Horn Acoustic headphones reached 4.08 million, a year-on-year increase of 124%, driving the revenue of Horn Acoustics to increase by 94% to 906 million yuan.
Horn Acoustics has been awarded the Top 100 Electronic Components Enterprises for 4 consecutive years. Last year, its chairman Wang Li said at a potential supplier conference in Hunan that in the past two years, Horn Acoustics has grown at an annual rate of more than 60%.
The supplier of Lvlian and Apeman Innovation. Olympian Technology was successfully listed on the Shenzhen Stock Exchange in 2020. Since its establishment, the company has been taking chargers as its core products, including mobile phone chargers. With the rise of IoT markets such as smart wearable devices, smart speakers, and smart homes in the world in recent years, the company's charger product application field has also expanded, gradually expanding to TV sticks, tablet computers, smart speakers, smart cameras, home Routers, intelligent power strips and many other fields.
In addition to the foundry business, Aohai Technology also has its own independent brands: "AOHI" and "MOVE SPEED". The products of these two brands are sold on multiple platforms such as Amazon, eBay and Lazada. On Amazon, one of AOHI's mini fast chargers also received the Amazon's Choice logo, and a seller from the United States said he liked the product so much that he bought 2 at a time.
In 2021, the sales revenue of Aohai Technology's own brand will exceed 40 million yuan.
In the same year, Olympian Technology has made breakthroughs in new business areas: power adapters used in security, small appliances and other IoT fields have grown significantly, with sales revenue reaching 567 million yuan, a year-on-year increase of 69.8%.
On April 20, Olympian Technology announced the 2021 annual report and the 2022 first quarter report at the same time. At a time when the cross-border e-commerce sales revenue and net profit were not performing well, Olympian Technology's performance was unexpectedly good.
In 2021, the company will achieve operating income of 4.245 billion yuan, a year-on-year increase of 44.14%; net profit attributable to shareholders of listed companies is 344 million yuan, a year-on-year increase of 4.40%. In the first quarter of 2022, the company's total operating income was 1.107 billion yuan, a year-on-year increase of 29.78%; the net profit attributable to the parent was 105 million yuan, a year-on-year increase of 26.99%; the deducted non-net profit was 97.2583 million yuan, a year-on-year increase of 23.18%.
At present, Olympian Technology has established four manufacturing bases, Dongguan Olympian, Jiangxi Olympian, India Xihai, and Indonesia Olympian, with a production capacity of more than 220 million in 2021.
Supplier of Zebao Technology. Zebao's subsidiary, Neighboring Youtong, is the largest customer of Aoni Electronics in 2019 and the second largest customer in 2020. In 2020, Aoni Electronics' supply to Zebao subsidiary Neighboring Youtong reached 100 million yuan , accounting for 9.61% of the year's revenue . Neighbors ' purchases from Aoni Electronics are mainly driving recorders and earphones . The products of the brands "Uspicy", "Anjou" and "TaoTronics" under Neighborhood are all from Aoni Electronics.
In 2021, Oni Electronics was successfully listed on the GEM of the Shenzhen Stock Exchange. It is mainly engaged in the research and development, production and sales of Internet of Things audio-visual terminals. The main products sold are PC/TV external cameras, driving recorders, network cameras, Bluetooth headsets and other smart devices. Audio-visual hardware, with its own brands such as Aoni, Aoni, ANC, Bainaotong, AUSDOM, papalook, etc., has been deployed on Amazon, AliExpress and other platforms.
On Amazon, a computer webcam with a microphone from the AUSDOM brand has also received the Amazon's Choice logo. The product was launched in May 2020, and has accumulated nearly 300 reviews so far, and the buyer's evaluation is 4.2 stars. The clear picture quality and the low price are the buyer's evaluation of its advantages.
In 2020, the market demand for telecommuting, teleconferencing and other fields surged, prompting a surge in the sales of Oni's smart cameras. However, after the epidemic was brought under control, social life returned to normal, and the demand for this product also dropped rapidly. This change also directly affects revenue for the full year 2021 and the first quarter of 2022.
The 2021 financial report shows that the company achieved a total operating income of 958 million yuan, a year-on-year decrease of 11.66%, a total profit of 137 million yuan, and a net profit of 124 million yuan attributable to shareholders of the listed company. During the reporting period of the first quarter of 2022, the company achieved an operating income of 135 million yuan, a year-on-year decrease of 46.60%, and the net profit attributable to shareholders of the listed company was 12.88 million yuan, a year-on-year decrease of 72.90%.
However, Oni Electronics forward-looking and in-depth layout of the car camera track, and achieved good results. According to the annual report, last year, the sales revenue of Aoni Electronics' smart car camera products increased by 45.49% year-on-year.
Shenzhen Sunwin Technology:
Lvlian, Anker innovative suppliers. Sunwin Technology began to cooperate with Anker Innovation in 2018. In 2018 and 2019, it was exported and sold to its overseas entities, and the sales products were signal converters.
Signal converter is a product that Sunwin Technology has invested in research and development immediately, and it is also its main source of income. From 2018 to 2020, the company's signal converter revenue was 252 million yuan, 234 million yuan and 253 million yuan respectively, accounting for the main business income. The proportions were 63.23%, 56.20%, and 47.93%, respectively.
It is reported that Sunwin Technology is a professional ODM supplier of computer, communication and consumer electronics (3C) peripheral products and components, mainly engaged in the research and development, production and sales of signal conversion expansion products, including DisplayPort adapter series, Mini DisplayPort adapter series, HDMI adapter series, /3.1 Type-C adapter series, wireless charging adapter series, etc. And as early as 2015, it launched Type-C signal conversion expansion products forward-lookingly.
Compared with these old-fashioned suppliers, Xian Ying Technology, which was established in 2011, is slightly younger, but even so, it has officially listed through the GEM IPO in 2021.
However, judging from its 2021 financial report and 2022 first quarter report, it has an obvious situation of "increasing revenue without increasing profit".
The 2021 annual report shows that the company achieved a total operating income of 569 million yuan, a year-on-year increase of 7.31%, and a net profit attributable to the parent of 53.5007 million yuan, a year-on-year decrease of 19.43%. In the first quarter of 2022, the operating income was 132 million yuan, a year-on-year increase of 20.07%, and the net profit attributable to shareholders of the listed company was 10.87 million yuan, a year-on-year decrease of 13.88%.
Xiamen Weike Technology:
The supplier of Chenbei Technology and Aoji. The terminal brand of Weike Technology and Chenbei Technology is " Levoit ", the terminal brand of cooperation with Aoji is " PARTU ", and the cooperative products are all air purifiers.
Vico Technology mainly supplies air purifiers and other health products to Chenbei Technology. In 2017, it started cooperation through the VK-6011 model air purifier, and this model has become a popular single product on Amazon.
Chenbei Technology is the largest customer of Weike Technology. From 2018 to 2020, Chenbei Technology has always ranked first in the sales revenue of Vike Technology's main customers, with 68.7085 million yuan , 48.3825 million yuan and 121 million yuan respectively, accounting for 64.77%, 39.95% and 49.48% of the ODM model amount. %. In the first half of 2021, Chenbei Technology purchased more than 68 million yuan of air purifiers from Weike Technology, accounting for 17.27% of Weike Technology's export revenue.
Aoji is also in the list of the top five customers of Vike Technology, and the cooperation starts in 2018.
Weike Technology was successfully listed on the Shenzhen Stock Exchange at the beginning of this year. It is a company engaged in the research and development, design, manufacturing and sales of precision injection molds.
At the beginning of its establishment in 2005, Weike Technology focused on the development of precision injection mold products. At present , the terminal applications of these precision injection molds and injection parts products are very wide, including but not limited to: the automotive field (such as central control housing, air intake grille) , engine connectors, etc.), electronic fields (such as electronic cigarette housings, hearing aid products, 5G communication base station cooling fans, etc.), household fields (cosmetic molds, stroller decorative shells, etc.) and wider medical fields (oxygen masks, Breathing balls, bed drives, etc.)
In terms of downstream products, Vico Technology focuses on the R&D and design of health products. The main products include air purifiers, glass cleaners, instant water dispensers, coffee machines, etc. Air purifiers and instant water dispensers are popular products on Amazon .
Supplier of Starlink , Cider , Shenyi. And Youbu Technology is the core supplier of the new unicorn Cider .
It was established in 2020. In October 2021, Youbu Technology announced that it had received tens of millions of angel rounds of financing. Not long ago, it announced the completion of the pre-A round of financing of tens of millions of yuan.
According to reports, Youbu Technology is a digital printing standard supply chain enterprise and a flexible production and supply enterprise of clothing fabrics. Its subsidiaries include Youbu (Guangzhou) Information Technology Co., Ltd. and Youbu (Guangzhou) Textile Co., Ltd.
China's product supply chain was originally distributed like this
Products are the core of sellers' cross-border business, and competition among sellers is often focused on products. Knowing the distribution of China's product supply chain can help them know what to expect when choosing products, and being close to the supply chain is even more important. It is convenient for them to "get the moon first" and get news and trends of new products earlier.
Most of the 14 suppliers disclosed by Zhiou Technology in its prospectus are located in Guangdong Province, followed by Zhejiang Province. This is also consistent with the regional distribution of China's industrial clusters.
Now, domestic cross-border e-commerce companies are mainly concentrated in Shenzhen and Guangzhou in Guangdong, Hangzhou, Yiwu in Zhejiang and other places, which rely on the supply chain advantages of these places. Taking Shenzhen as an example, Shenzhen is the most concentrated and complete production and sales place of 3C in China. According to Alibaba 's previous data, 3C is the largest industry in the international station traffic buyer orders. At present, 90% of the country's consumer electronics companies are concentrated in Shenzhen .
Regarding the geographical distribution of China's industrial clusters, a non-profit organization has drawn a "Distribution Map of China's Top 100 Industrial Clusters", which detailed the supply chain situation in many regions of China.
For example, Guangdong: electronic products in Shenzhen, clothing and auto parts in Guangzhou, machinery, electronics, packaging, lamps, and casual wear in Zhongshan, underwear and toys in Shantou, stone materials and kitchen supplies in Yunfu, shoes in Huizhou, and electronic products in Dongguan.
Zhejiang: Steel structures and cardboards in Hangzhou, igniters, locks, low-voltage electrical appliances, valves, plastics in Wenzhou, plastic shoes and solid waste recycling in Taizhou, small commodities, hardware, electronic equipment, tools in Jinhua, leather, warp knitting in Wenzhou , optomechanical products, Ningbo's molds, household appliances, stationery and so on.
Fujian also has several major industrial clusters, such as Shishi 's leisure sportswear , Fuzhou 's display video products, Xiamen 's commercial electronic products, and Jinjiang 's leisure sports shoes.
Sourcing has organized this map in detail and provides a complete guide. Those who are interested can view it through the link ().