Amazon brand sellers' sales will achieve double-digit growth in 2022

Today, the theme activities related to the 7th China Brand Day in 2023 were carried out across the country. In the field of export cross-border e-commerce, hundreds of thousands of Chinese companies are also using new cross-border e-commerce channels such as Amazon Global Store to go out of China and go to the world. With high-quality products, innovative brand concepts, rich brand connotations and diversified marketing strategies, Chinese brands are becoming more and more well-known and well-known internationally. On Amazon's global sites, more and more Chinese companies going overseas have shown a strong brand awareness, making steady progress in many aspects such as technological innovation, ingenuity, green development and brand marketing. With the help of Amazon Global Store, Amazon Advertising, Amazon Global Logistics and other one-stop export cross-border solutions provided by Amazon to Chinese sellers, they have embarked on a distinctive development path of brand going overseas and continued to climb to the middle and high end of the global value chain. Amazon Global Store data shows that in the past three years, the number of Chinese brand sellers going overseas through Amazon Global Store has increased by nearly 3 times, and the sales of brand sellers have achieved double-digit growth in 2022. The annual compound growth rate in the past two years has been more than 50 percentage points higher than that of non-brand sellers on average.

Cindy Tai , Amazon's global vice president and executive president of Amazon Global Selling in Asia Pacific , said: "The global consumer sector has entered a new era dominated by brand power. Brands not only mean customer loyalty and sales conversion, but also can bring long-term and sustainable value to companies. Chinese companies going overseas have a unique manufacturing base, supply chain advantages, and favorable cross-border policy support. They insist on the strategic direction of building global brands and leaping to the upper reaches of the global value chain. This is an opportunity that cannot be missed by overseas companies in the next few years. Amazon Global Selling has always been committed to helping vibrant and resilient Chinese brands stand on the world stage, and 'making the overseas path for light brand globalization' is also one of this year's strategic priorities. Based on our insights into global consumer trends, we will continue to help overseas companies explore new opportunities for brand building through innovative and efficient products and services, and accelerate the global take-off of Chinese brands."

Shining around the world: Chinese brands that are taking advantage of Amazon

Technological innovation consolidates the overseas image of "Made in China"

As China's scientific and technological strength continues to improve, Made in China is moving towards "Smart Manufacturing in China". Data shows that China's international patent applications have ranked first in the world for four consecutive years[], and the Global Innovation Index has been steadily increasing for 10 consecutive years[]. On Amazon, more and more Chinese sellers with scientific research capabilities are constantly improving their product development and iteration capabilities based on their deep insights into global consumption and overseas regions. They have taken the lead among many brands with their excellent quality and innovative technology, making the new image of "Smart Manufacturing in China" gradually gain popularity overseas.

For example, Shokz Technology, which focuses on acoustic technology innovation, has been working hard in the field of bone conduction technology. After five generations of technology updates and trying more than 100 solutions, it finally launched a revolutionary headset, the "Dragon Slayer" Titanium, which became a hit on Amazon. Shokz insists on technology as king and breaking through the boundaries of innovation. As of March 2023, it has submitted more than 2,000 patent applications worldwide, and in 2021 it became a national-level specialized and new key "little giant" enterprise selected by the Ministry of Industry and Information Technology. Today, Shokz's bone conduction headphones are widely used in different scenarios such as outdoor sports, swimming, and office work, and are sold in more than 60 countries and regions around the world, becoming a shining "Chinese business card" in the field of global bone conduction headphones.

  Shokin bone conduction sports headphones

Niu Electric, a global smart city mobility solution provider, has pioneered the category of smart lithium-ion two-wheeled electric vehicles with original design and smart applications, changing the traditional two-wheeled electric vehicle industry ecosystem. Niu has mastered many key technologies independently developed, and continues to improve and update products based on customer feedback on Amazon, creating a pleasant riding experience for customers and successfully occupying the minds of consumers in the field of overseas two-wheeled electric vehicles. At present, Niu has established a sales network in 52 countries and regions overseas, and nearly 90% of Niu users will repurchase Niu products. [Niu Data

  Maverick Electric Skateboard car

The spirit of craftsmanship demonstrates the self-confidence of national brands

For thousands of years, countless "craftsmen" have written the legend of China's meticulous craftsmanship and composed a brilliant chapter of China's ingenious products. To this day, the craftsman spirit that has been passed down for thousands of years is still the foundation for Chinese brands to show their confident style.

Zhen Sanhuan, the "Zhangqiu iron pot" that became popular in China due to the documentary "A Bite of China" , has now made Chinese iron pots "crazy fans" overseas with the help of cross-border e-commerce. Zhen Sanhuan firmly believes that "the quality of the pot is like the quality of the person". Each pot has gone through "twelve processes and 36,000 hammerings". In ten years, more than 200 craftsmen have been trained. With the ultimate pursuit of iron pot craftsmanship and the inheritance of intangible cultural heritage skills, Zhen Sanhuan has achieved sales of more than 10,000 on Amazon in three years, even though handmade products are difficult to mass-produce. It has also accumulated a group of die-hard fans of iron pot (Wok) enthusiasts on overseas social media, becoming a well-known national brand in the field of pot exports.

Zhen Sanhuan Iron Pan Casting

Findking, a knife brand from Yangjiang, Guangdong, has conquered the kitchens of overseas consumers with its meticulously crafted knife products. Professional chefs have extremely strict requirements for knives. Relying on the local supply chain and process advantages, Findking has conducted in-depth research on the knife usage scenarios and habits of overseas users, and created special knife products that not only meet the needs of different scenarios, but also conform to local aesthetics. They drew inspiration from the jumping form of cheetahs catching food, and created leopard-handled knives that are smooth to use, making the reputation of "Yangjiang knives" overseas. At present, Findking has deployed more than ten sites around the world through Amazon, and has become a strong competitor for Chinese knives in the world.

Findking Knives

Green concept promotes high quality and sustainable development

In recent years, Chinese companies going overseas have paid more and more attention to green and sustainable development. The survey shows that 60% of American consumers and 71% of European consumers are actively looking for brands with more sustainable business practices, and 55% of American consumers and 66% of European consumers are willing to pay for more environmentally friendly products. As overseas consumers increasingly favor sustainable products, many leading sellers have integrated sustainable development into their corporate development strategies, winning customer trust through green innovations in product raw materials, production, packaging, etc., and leading brands towards long-term, high-quality development.

To meet consumers' sustainable shopping needs, Amazon launched the Climate Pledge Friendly (CPF) project in 2020. By cooperating with credible third-party certification agencies, sellers' products that meet relevant sustainable requirements will be displayed with the CPF certification logo, allowing sellers' environmentally friendly products to be recognized by consumers at the first time. Sellers from China, such as consumer electronics brands Anker Innovations and TORRAS, and outdoor sportswear brand Wantdo, have applied for Amazon's "Climate Friendly Commitment" certification for their products, allowing the world to see the belief and determination of Chinese brands to work together to promote green development.

CPF certification mark

Excellent marketing helps Chinese brands go global

As Chinese brands go global, countless brands, with the support of innovation and product strength, are exploring new ideas for overseas marketing with Amazon Advertising. Based on in-depth consumer insights, they tell more attractive and localized stories, enhance brand trust, and build global brands.

For example, the down jacket brand Orolay from Zhejiang , its classic product 092 once became the "Amazon jacket" reported by international mainstream media. In 2022, Orolay innovatively cooperated with Amazon's fashion project The Drop to launch a "limited time sale" event including a variety of trendy items, and achieved strong growth during the "Black Friday Cyber ​​Monday" period with the help of Amazon Advertising's global marketing tools. In the Amazon Mall, Orolay tells the brand story through brand flagship stores, brand promotions, Amazon live broadcasts, etc.; outside the Amazon Mall, the brand uses Amazon's streaming TV ads, Amazon Style, etc. to enhance brand awareness, and makes full use of social celebrity resources to produce creative materials to showcase original design and fashion inspiration.

In addition to Orolay, more and more overseas brands are actively exploring and trying out diversified brand marketing methods. Digital art brand XPPen takes differentiated creativity as the key to brand building, attracting local consumers through visual materials that conform to local aesthetics; Zhiou Home Furnishings, through the creative presentation of "people and pets together" and real-time interactive display on Amazon Live, has improved brand awareness and favorability, and also achieved rapid growth in live sales.

  Orolay collaborates with influencers

In China, Amazon provides one-stop, all-round solutions for global operations, logistics, and brand building for enterprises going global through Amazon Global Selling, Amazon Advertising, and Amazon Global Logistics from the two dimensions of global innovation and local empowerment. This summer, the third season of the innovative short video series "Sailor Plan" jointly launched by Amazon Advertising and Amazon Global Selling will return, focusing on the stories of more enterprises of different sizes going global in building global brands, providing inspiration and reference for Chinese "sailors" from multiple perspectives, and helping more high-quality Chinese brands go global.

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