In the ten years of the new era, the development achievements of China's manufacturing industry are obvious to all. A large number of industries in large countries are booming, some technological applications have benefited people's livelihood, Chinese manufacturing has improved the industry, and the development of the manufacturing industry has achieved both quantitative and qualitative development. Now that Made in China has matured, it has begun to blow the clarion call of Made in China to the world!

China's high-quality industrial belts are emerging one after another. Amazon helps Chinese sellers to go global, join Amazon Enterprise Shopping, expand sales scope, enhance brand power, and realize the successful transformation of enterprises. Made in China can have a place in the world and get rid of the stereotype of only doing OEM.

Today, let us walk into the story of the second industrial belt – Zhejiang Anji. .

Before the emergence of the chair industry, Anji County, Zhejiang Province was still a mountainous county where bamboo was planted on the mountain and the industry was developed with bamboo, and its industrial foundation was very weak. In 1981, Anji Science and Education Equipment Factory produced the first five-wheel swivel chair in China, and then declared a national new product and passed the appraisal. For a while, the market responded enthusiastically, and many Anji people joined the chair-making industry one after another, and the Anji chair industry officially sprouted.

But the scenery outside "Anyone. Gate" is unknown, and the new road is not just a smooth one. In order to improve brand competitiveness, various manufacturers lowered prices and blindly expanded, which eventually led to the disadvantages of small scale, no well-known brands, and single product varieties in Anji chair industry. This made Anji chair industry fall into a trough in the 1990s.

In order to improve the competitiveness of the industry, the only way to promote the transformation and upgrading of the chair industry is to adjust the thinking, get rid of the "scattered small and low" industrial model, build brands, innovate products, and expand channels. The government took the lead in establishing the swivel chair industry association, unified standards to ensure quality, and provided convenience to technological, large-scale, and brand-type enterprises in terms of policies, which soon put the industry on a healthy development track. In 2011, Anji County proposed to take "the world's chair industry, intelligently made in Anji" as the guide, and adhere to the five-in-one transformation and upgrading route of R&D, processing, management, channels, and brands. By 2021, the total number of Anji chair industry enterprises has reached more than 1,000, with an operating income of more than 50 billion yuan, including 270 enterprises above the designated size, and 91 enterprises with an output value of more than 100 million yuan1 .

Forty years of exploratory development has made Anji chair industry a modern industrial cluster with complete industrial chain and clear division of labor. Today, chair industry has become the first pillar industry of Anji. In the global chair industry market, "Anji-made" chairs can be seen everywhere in various countries and in various usage scenarios. "One out of every three chairs in the world is from Anji", which shows that Anji chairs are sold all over the world and enjoy a world-renowned reputation.

In recent years, Anji has accelerated the pace of going overseas. In 2012, the export value of Anji chair industry was less than 10 billion yuan, but by 2021 it will reach more than 25 billion yuan2 . The global office furniture market is vast, and many Anji chair companies have built their own brands and got rid of the OEM mode. What is left to Anji chair industry is a broader space for development.

Like many traditional foreign trade companies, initially Zhongyuan mainly engaged in OEM sales and OEM business in key overseas markets such as the United States, Europe, and Asia. The low added value of products is the pain of all Anji chair industries, and it is also the shackles that Zhongyuan Home Furnishing must abandon.

The link of the traditional foreign trade way to go overseas is too long, not only the profits are stripped layer by layer, but also the market information and user needs are not obtained in time, and the demand changes in the overseas market cannot be quickly responded to, which has become an obstacle to the innovation and development of enterprises. In 2009, when Zhongyuan was using new materials for production, due to incomplete information feedback, the product had the risk of mold and was returned tragically.

These practical problems that need to be solved urgently prompted Zhongyuan Home Furnishing to look for opportunities in difficulties, so it chose Amazon as a direct channel to connect overseas users. Eliminates the need for wholesalers, retailers and other intermediate links, has a deeper understanding of the needs of overseas consumers and B-end enterprise users, can more accurately grasp the trends of overseas markets, and realizes "de-intermediation" in cross-border transactions " and "lightweight" across.

Wanbao, which has strong R&D capabilities and industrial belt advantages, but has long been an OEM for foreign companies , had the idea of ​​doing cross-border e-commerce as early as 2012, but suffered from lack of channels and was unable to realize it. Until 2016, Wanbao landed on Amazon and started a cross-border sea trip.

" Appearance determines whether customers will buy the first chair, and comfort determines whether they will buy the second chair. " In the early stage of product design, Wanbao will learn about competing products and analyze user needs based on Amazon's back-end data. Different adjustment designs for appearance and comfort. And optimize products based on customer feedback, such as using Simmons springs as inspiration to solve the industry pain point of chair cushion sponge collapse.

In 2021, Wanbao Smart Home has launched Amazon Enterprise Shopping. In addition to large orders and high-quality global B-end buyer resources, Enterprise Purchase account managers will provide comprehensive operational guidance to help Wanbao achieve advanced operations.

Today, Wanbao's annual sales have reached around US$40 million 2 . Its e-sports chair brand KILLABEE leads the sales of Amazon's e-sports chair category.

A high-quality industrial belt with concentrated resources, a complete supply chain, and a large number of enterprises has gradually become a fertile ground for Chinese manufacturing to go overseas! Craftsmanship starts from the east, and more and more industrial belts, with the craftsman spirit of excellence and innovation, bravely venture into overseas markets, and overcome obstacles in the global market with the momentum of thousands of sails.

Amazon Enterprise will continue to go deep into high-quality industrial belts, support high-potential cross-border enterprises at zero distance, empower the digital transformation of Chinese manufacturing factories , and help Chinese industries go overseas.

Amazon Enterprise Buying leads the new foreign trade DTB (Direct To Buyer), creating a new channel for direct procurement of global enterprises . The 9 major sites currently on the line have more than 5 million high-quality corporate and institutional buyers, covering medical and health care, government agencies, and educational institutions The four vertical fields of commercial users and commercial users can help sellers directly meet the huge global commercial demand. China's industrial belt has strong manufacturing and supply chain capabilities, which can meet B-side procurement needs. And large-scale sales feed back to the production side, which can also help companies increase production capacity and expand the scale of the industrial belt.

Online commercial procurement has become a trend, and cross-border commercial procurement for enterprise end users is growing strongly . Combined with scenario-based commercial procurement analysis, overseas commercial procurement demand research and industrial belt resource advantages, Amazon Enterprise Purchase has identified five strategic categories for Chinese sellers , including MRO industrial products, office supplies, school supplies, commercial furniture, and commercial IT , as well as commercial kitchens and scientific research. Four high-potential categories are testing and healthcare, hotel supplies and maintenance auto parts .

The industrial belt gives sellers the advantages of high-quality products at a reasonable price, and is a priority for B-end customers. Amazon Enterprise has a deep insight into the trading habits of buyers and sellers in B-end purchases, and has launched corporate discount pricing tools and bulk commercial purchase tools to help sellers set B-end exclusive prices and quantity discounts according to their preferences, and win bulk orders. It also allows buyers and sellers to directly complete customized procurement projects online, reducing costs and increasing efficiency.

Opening Amazon Enterprise Buying, one seller account can be used for both individual and corporate buyers, one inventory, one operation, and cross-border e-commerce B2B and B2C markets are covered. Amazon Enterprise also provides sellers with online consultation, operation suggestions, commercial product selection, brand building, traffic conversion and other aspects of guidance. Exclusive support + exclusive operating resources, increase B-end sales, expand business opportunities while enhancing brand influence, and help brands go overseas.

Seeing the overall situation in light of the trend, the new cross-border trend DTB is rising, we look forward to seeing more high-quality industrial belts join the sea-going army, take advantage of the momentum, write the story of going to sea that belongs to China, and shine on the world stage!

Data Sources:

1 . wxxolcc_pqo?hog?qnhiqn=c=2c2021c1029cn228592t34981288qwxig

2. Provided by the seller (authorized)