Ranked TOP in multiple categories on Amazon, and sold well thanks to its hit products!

From daily life to office scenes, more AI elements are being integrated into them. The popularity of AI elements has also led to the hot sales of many smart products. CZUR, a Shenzhen company dedicated to the research and development of AI products, is one of them. During the Black Friday promotion, it won the sales champion of multiple categories, won multiple design awards, and spent 50 million on single product research and development. CZUR is catching the attention of industry insiders with its high-intensity research and development capabilities.

CZUR wins the championship in two categories on Amazon

Founded in 2013, CZUR is headquartered in Shenzhen and is mainly engaged in the research and development, production and sales of enterprise intelligent hardware products, such as smart scanners and projectors used in office scenarios, as well as children's companions and sitting posture monitors for end consumers. Currently, CZUR's overseas revenue accounts for nearly 80%, and its products are sold in 11 Amazon sites.

Unlike some companies, CZUR currently only has one self-operated brand and 3 to 4 SKUs. CZUR’s attitude towards product creation is to focus on the boutique strategy and polish its products in terms of quality, service, technology, etc., which has also played a significant role in promoting CZUR’s later development.

During Amazon's Black Friday promotion last year, CZUR reaped great rewards. The total Black Friday sales of Amazon's US and European sites increased by 60% year-on-year. At the same time, CZUR won the sales champion in the two categories of CMOS Scanner and Book Scanner in the scanner category. The sales of CZUR's products in the Book Scanner category alone reached 700,000 on Black Friday, and its series of products also took the third place in the Book Scanner subcategory. It is worth noting that CZUR's AI scanner has ranked first in the category for five consecutive years.

When it comes to creating hit products, CZUR has a big say.

Compared to many companies that use data such as increased product searches and sales to improve and create hits, CZUR's method of creating hits is quite unique: innovation + intelligence.

"We are more thinking about what the next generation of products in this industry will look like," said Zhou Kang, CEO of CZUR. Innovation-driven is key. Compared with foreign countries, China has more fertile soil for creating AI products. At the same time, AI applications are more mature in China, and so are the hardware and software ecosystems.

Although the underlying R&D capabilities are not as good as those of the United States, China excels in the short product development cycle. In Shenzhen, many products can be updated and iterated within six months to a year, but other countries find it difficult to achieve such a speed. Smart products that combine hardware, software, and AI are obviously more advantageous.

In Zhou Kang's opinion, the current global consumption is showing a downgrade trend, and consumers will pay more attention to low-priced products. Short-term overseas manufacturers are likely to become manufacturer logic, just like TEMU under Pinduoduo. But if we look at the cycle a little longer, the main intelligent products must be Chinese companies.

Judging from the path of CZUR, the successful company, to create hit products, innovation and intelligence are both indispensable. However, if Chinese companies want to truly make high-quality products, research and development is also a key link.

Spending 50 million on single product development, CZUR made tens of millions in a single month

In the year when the company was founded, Zhou Kang set up a scanner R&D team, and the later results clearly confirmed his decision. Its smart scanner won the German Red Dot Design Award and Taiwan Golden Dot Design Award in 2018, and won the German IF Design Award again in early 2019.

After achieving success in the smart scanner market, Zhou Kang set his sights on the projector market. In Zhou Kang's opinion, the ceiling of the scanner market is not high and the scale is small, so it is difficult to really create a bigger brand, but the projector market is different. At present, most domestic companies are deeply engaged in home projectors, which has also created a situation where there are not many companies focusing on conference projectors, so the winner CZUR is waiting for an opportunity to enter the projector market.

After four years of research and development, StarryHub (AI conference projector) was launched in China in 2022. This is a world-first product that combines multiple functions required for traditional office meetings, such as octopus, speakers, and display screens. Four devices can project screens at the same time, achieving the greatest degree of morphological change. At present, StarryHub is testing the waters in China, selling more than 2,000 units in a single month, with sales exceeding 10 million. Annual sales are expected to reach 300 million, and it will be launched in overseas markets around the end of next month. To create this product, the creator CZUR invested 50 million. Judging from the current sales, it is obviously worth it.

Zhou Kang has great confidence in the company's products: "Our company's products can maintain their advantages for a long period of time. It usually takes two to three years for competitors to produce them." Most of the company's funds are used for research and development, the R&D team accounts for as much as 65%, and Zhou Kang continuously invests in product research and development. These are the confidence that Zhou Kang has in his own products.

Initially, CZUR was founded in Dalian. Later, based on the factors of hardware soil and talent, Zhou Kang moved the nominal headquarters to Shenzhen at the end of 2021. At present, the two teams are working simultaneously and implementing a dual headquarters strategy. Shenzhen is mainly a hardware team, while the software and AI experimental teams remain in Dalian. There is a reason why CZUR has such a layout. Shenzhen has fertile hardware soil and a rich industrial chain. Consumers in China and even the world will favor Shenzhen's products; and the software and AI experimental teams are placed in Dalian because of the large number of local universities and a relatively suitable software talent.

In the future, CZUR will continue its previous strategy of focusing on the research and development of high-end products, devoting itself to smart office modules and making intelligent upgrades to office hardware and software.

Zhou Kang also gave his own suggestions to overseas sellers: Make full use of China's intelligent industrial chain, do a good job in research and development, and improve the quality of products, so that there will be more possibilities in the overseas market. Take the current situation of downward consumption as an example. High-end companies can try to make some mid-range products, or supplement mid- and low-end products, so as to be able to attack and defend in a real sense. However, products that are positioned as low-end can only be squeezed and finally reduce the quality of products.

In fact, the accumulation of innovation and technology can bring a certain degree of scarcity, and scarce products may actually obtain higher gross profits. "In 2022, we launched a high-positioned product, and the SKU performance was also good," Zhou Kang said. Although the overall environment is not good, the product performance is good, perhaps also based on the scarcity of this product.

In Zhou Kang's opinion, the current environment shows a downgrading trend, and sellers should still promote more high-tech products to go overseas, which will also bring strong competitiveness and more possibilities to the company.

On April 11, at the 2023 Sixth Cross-border E-commerce Network Marketing Conference hosted by Ennet, Zhou Kang will bring a wonderful sharing on the theme of "The Amazon Overseas Expansion Road for Global Original Self-developed Products", and give corresponding suggestions to peers and sellers based on his own experience. You can click "Read Original" or scan the QR code below to register for this conference and listen to Zhou Kang's sharing on the spot.

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