" We launched Amazon in the early years . Last year, we participated in activities such as Black Friday 7-day promotions and member-only discounts in North America, and sales broke records again, with a year-on-year increase of 253%. 314% increase. ”

—— Yes Welder

Main welding products, including welding helmets and welding machines, etc.

It's hard to imagine that such a small category of welding products has such a flow, especially in the eyes of crooked nuts who pay attention to handwork, welding products can also become hot sellers! It is also a good result that sales increased by 253% year-on-year during the Black Friday promotion !

What is even more unexpected is that this welding brand, which is sold well on Amazon, is also a veritable " fashionable internet celebrity ". People who have seen their welding masks all exclaimed: how cool!

YesWelder has hundreds of thousands of followers on overseas social media , far more than other welding brands. A new video has attracted more than 10,000 views in less than 12 hours !

How did it build a Chinese brand and gain a lot of traffic?

Today, let us talk to the two founders of YesWelder – Zhu Chengfeng (head of brand operation and channel construction) and Zhang Zhouyou (head of e-commerce operation), and see how YesWelder builds a Chinese brand from 0 to 1 and incubates "Internet celebrities". The business experience of going overseas.

01. Transform the traditional business model and thinking, create an independent brand, and directly reach overseas end customers

In 2006, a welding equipment manufacturer that provided product processing services for foreign welding machine brands was established in Wenzhou (later renamed Wenzhou Zhonglun Electric Co., Ltd.). After more than ten years of operation and production, this OEM manufacturer has gradually matured and grown, producing various high-quality and high-performance welding products. However, with the development of the foreign trade industry, foreign trade products have also encountered problems such as homogeneity, low-price competition, and reduced profits, which gave them the idea of ​​​​expanding new development directions.

In many offline exhibitions, the name Amazon has been mentioned constantly, and many customers have purchased a large number of welding products from them and listed them on Amazon, and achieved considerable results.

"Why can't we do it ourselves and go online on Amazon?"

With the emergence of this idea, in 2018, several partners of Wenzhou Zhonglun Electric Co., Ltd. decided to establish their own brand YesWelder , and launched the Amazon US station in the following year to directly sell their products to overseas customers.

Founder Zhang Zhouyou

After research and communication with customers, we found that Amazon has great business opportunities, and there are a variety of mature tools to help operate, including Amazon's logistics, advertising, promotional tools and so on. We can also leverage Amazon Business' tools to offer business customers exclusive pricing and discounts when they shop on Amazon.

02. Quickly deploy cross-border e-commerce from 0 to 1, and tap unlimited overseas business opportunities

Backed by a strong supply chain, rich experience endorsement

YesWelder 's journey to sea has not been smooth sailing. When Amazon was first launched, because the original offline OEM OEM was mainly for the South American field, after the Amazon US website was launched, the same product broke because the material of the product accessories was not resistant to the low temperature in the United States, resulting in a large number of goods in the first batch of Amazon. return the goods.

With more than ten years of welding experience, YesWelder and the factory have established a good foundation for cooperation and a cooperative relationship of mutual trust. Through timely communication with the factory, after several revisions and adjustments of materials and abrasive tools, the problem was finally solved. Later , YesWelder also opened an independent product line for the e-commerce business. The online and offline channels are parallel , which not only ensures sufficient inventory for its cross-border e-commerce business, but also avoids affecting the existing business.

Founder Zhang Zhouyou

Our advantage is that we have more than ten years of experience in welding work, we have a good understanding of industry trends, and we have accumulated stable high-quality supply chain resources. The disadvantage is that we found that cross-border e-commerce and traditional foreign trade have very different ways of thinking. The traditional way of foreign trade to win by price is no longer feasible . After learning the lessons, we began to change the way of thinking and reposition our products.

Differentiated product positioning, creating the first choice for welding entry

In order to avoid homogeneous competition of products, after detailed research, YesWelder found that welding products in the United States are mainly high-end series, with high prices, which is a huge burden for individual consumers who like to do their own welding.

Therefore, YesWelder seized this point and leveraged overseas online channels with cost-effective products to meet the needs of consumers who demand product quality but have limited budgets.

Founder Zhu Chengfeng

Our product positioning is to create the first choice for beginners in welding , and it can even be a standing product for household use, which can be easily used by novices . The price is moderate, and the operation of the product is simple and uncomplicated.

Reach end buyers and expand products step by step

Founder Zhang Zhouyou

The customer base reached by traditional foreign trade is relatively single, it is difficult to contact end customers and get their feedback, and there is a situation of information gap. After going online on Amazon, we have come into contact with many high-quality and diverse new user groups, such as DIY enthusiasts, metal processing artists, and professional welders. It also has direct access to corporate buyers who purchase on Amazon, including auto repair, plumbing repair companies, and factories. This not only reduces intermediate costs, but more importantly, it can also obtain buyer feedback more directly to understand the buyer needs and purchasing preferences.

Considering the different customer groups on Amazon, YesWelder not only provides the basic welding products preferred by corporate buyers, but also launches a large number of trendy and cool designs to meet the individual needs of individual buyers. After determining its product competitiveness and the needs of its target audience, YesWelder devoted its energy to the creation of high-quality products , taking welding helmets as the main product, making it more refined and larger, and at the same time expanding more welding products to meet customer needs.

03. Get through the operation of the station, set off a sales boom, and obtain profit growth points

In order to get enough traffic, it is also very important to master the operation skills in the station. Considering the insufficient knowledge of cross-border e-commerce operations in the early stage, YesWelder participated in Amazon's official training courses to gain a comprehensive understanding and learning of Amazon logistics, operation promotion and other content.

Founder Zhang Zhouyou

When we entered Amazon, we started to use FBA warehousing and logistics. From the initial proportion of 20-30%, more than 95% of the products are now in the warehouse, which directly saved us 50% of the cost. In addition, Amazon's complete advertising tools also help us increase traffic and build our brand.

For corporate buyers on Amazon, YesWelder also set corporate discounts & quantity discounts for products through Amazon’s exclusive tool for corporate purchases , and increased discounts to attract corporate buyers. This also contributed to YesWelder ’s excellent results on Black Friday—— On the fifth day, sales increased by 253% year-on-year, and orders from corporate buyers increased by 314% year-on-year!

04. Accurately address the emotional demands of welding fans, play with personalized welding categories, industrial products can also be very fashionable

YesWelder also conducts content marketing and brand building through overseas social media, publishes welding-related topics on various social media channels, encourages users to share welding stories, and builds a fan base to facilitate user communication. Through various methods, YesWelder has harvested a large number of "welding ring fans", and further obtained a large number of consumer feedback to help them optimize their products. In addition, they also invited American illustrators to design rich decorative patterns for the welding caps, so that each welding cap can vividly explain the individual needs of users.

Founder Zhu Chengfeng

We do social media operations not for advertising, but to create a circle for welding fans to communicate with each other . The fans in our account are gradually accumulated step by step, and the interaction rate is very high. These external voices are all actively voiced by users.

"Since the trademark registration, YesWelder has already planned what to do in three or five years. What to do from 1 to 10 is to go back to the B side. This sentence has been engraved in the overall implementation process. 1 2022 In January, the monthly sales received by YesWelder from corporate buyers increased by 195% compared to the same period last year ! This also strengthens our confidence in continuing to deploy on Amazon! "

small classroom

Amazon Enterprise Purchase: Amazon Enterprise Purchase is a commercial procurement site on Amazon for corporate and institutional buyers. Its users cover hospitals, educational institutions, Fortune 500 companies, government agencies, etc. Sellers can sell products to other countries with the same account. Individual and corporate buyers. Once Amazon Enterprise Shopping is opened, sellers can also use Enterprise Shopping's exclusive operating resources and tools to increase B-side traffic and sales, and have the opportunity to obtain large batch orders.

Amazon Enterprises proposed the DTB (Direct To Buyer) model in 2022 , positioning it as a "new channel for direct procurement of global enterprises", hoping to help sellers directly and efficiently connect with Amazon's more than 5 million corporate and institutional buyers around the world. Not only that, but another unique resource provided by Amazon Enterprise to sellers is the opportunity for businesses to purchase large orders in bulk. Amazon Enterprise Buying undertakes the bulk purchasing needs of large corporate institutional buyers, and has a global professional team to assist in facilitating transactions.

source

1. New Power · 2021 Yibang Cross-border E-commerce Conference Brand Globalization Summit