350,000 popular items were recalled, Amazon is in trouble!

Last year, Chinese electric blankets and other heating products became popular in the European and American markets, and many sellers reaped the benefits and made a lot of money. The same is true for Bedsure, a Chinese cross-border e-commerce brand focusing on home furnishings. It topped the Home & Kitchen category in 2021 and sold 350,000 electric blankets and heating pads in the fall and winter of 2022. But now the situation has reversed, and these popular products sold last winter have gone wrong.

Amazon recalls 350,000 popular products

As a cross-border e-commerce brand for home furnishings under Wuxi Shangbai Global E-Commerce Co., Ltd., Bedsure focuses on bedding and household items such as blankets and four-piece sets. It is currently available on multiple Amazon sites in the United States, Europe and other places.

At the beginning of its deep cultivation in the cross-border e-commerce market, Bedsure set its sights on Amazon, starting with sites in the United States and Europe, expanding to emerging Amazon sites such as the Middle East in the medium term, and then expanding to other platforms, quickly opening up overseas markets. In the few years since entering the cross-border e-commerce market, Bedsure has shown a leap-forward growth. Taking Amazon's US site as an example, sales from 200,000 gold to 16 million US dollars from 2015 to 2017.

In 2021, thanks to the epidemic, the overseas home furnishing categories grew rapidly, and Bedsure stood out from many similar brands and became a dark horse, topping the Amazon bestseller list in the Home & Kitchen category, and became famous overseas. During the 2022 Russia-Ukraine war, electric heating products became popular in all channels of cross-border e-commerce, and the electric blankets and heating pads produced by Bedsure also became hot-selling products, with 350,000 units sold in the autumn and winter alone.

But it is precisely these 350,000 products that are now being recalled due to safety issues.

The U.S. Consumer Product Safety Commission issued an announcement to recall 350,000 electric blankets and heating pads sold on Amazon because the products may pose a fire hazard. These products all come from Bedsure, a major Amazon seller in China.

According to official statements, the controllers of these products may malfunction, causing fires and burns to users. Therefore, the U.S. Consumer Product Safety Commission requires consumers to immediately stop using these products and contact the brands for a full refund.

According to incomplete statistics, Bedsure has received 137 reports of accidents and injuries involving fires, combustion, and overheating of heating blankets and heating pads, including 17 reports involving burns, and one report even caused second-degree burns to consumers.

Investigation data shows that the recalled products were imported by Bedshe International, manufactured in China, and sold on Amazon and BedsureHome.com from August 2022 to November 2022. The prices of the products ranged from US$25 to US$110.

Specifically, the recalled Bedsure electric blankets are mainly made of flannel or cashmere, and the sizes include 50" x 60", 62" x 84" and 72' x 84", and the colors include beige, black, blue, blue plaid, brown, gray, gray plaid, green, navy, red, red plaid and red plaid (cream). The sizes of the recalled heating pads are mainly 12" x 24", 24" x 22" and 23" x 33", and the colors are brown, gray and turquoise.

The recalled electric blankets are: BS-HB5060, BS-HB6284, BS-HB7284, BS-LVOA; the recalled electric heating pads are: BS-HP2422, BS-HP1224, BS-HP2433. If buyers are unsure of the model of the product they purchased, they can check the order history page, the back of the product, and the white label on the back of the controller to determine whether their product is under recall. If it is under recall, you can contact the brand to get a full refund.

Although Bedsure products were recalled due to problems, it is undeniable that Bedsure has its merits in standing out from a host of brands.

Bedsure is a bestseller in Europe thanks to its products, channels and marketing

When many brands go overseas, they will think about one question : " How to successfully enter the overseas consumer market? " Bedsure is no exception. At the beginning, Bedsure placed its focus on technology and supply chain, but they soon found that this approach was not feasible, so they also began to think about what overseas consumers really need?

Products are king . Initially, Bedsure conducted an in-depth research on the European and American home textile markets. Most European and American home textile brands emphasize design and fabric technology, but they also ignore the real needs of consumers: people's sleep time and quality are compressed, and they are more concerned about how to get a good night's sleep.

In order to solve the pain points of European and American consumers, Bedsure has developed different products for different consumers, such as electric blankets for those who are afraid of heat, cold, rheumatism, and allergies, and even launched shawl-style electric blankets. Personalized customization has its own traffic abroad. In this way, Bedsure has grasped consumer needs while creating differentiation and enhancing its own brand power.

Leverage Amazon. Like many overseas brands, Bedsure chose Amazon as its first choice in unfamiliar overseas markets. In the early days of going overseas, Bedsure also chose Amazon as its starting point. With the help of Amazon's logistics and warehousing system, 17 global sites and a large customer base, Bedsure quickly entered the overseas market, attracting traffic for the brand, accumulating users, and spreading the brand's information and value.

Bedsure seems to have tasted the sweetness. After opening regular sites such as the United States, Europe and Japan in the early stage, it began to explore emerging sites such as India, Singapore and the Middle East, and achieved some success in all of them.

Localized social media marketing. Using social media marketing is a marketing strategy that many Chinese brands must adopt when going overseas, and Bedsure is no exception. It mainly accumulates fans and conducts marketing on mainstream media such as TikTok and Facebook. In terms of details, Bedsure has less than 100,000 fans on TikTok, but the content they post about "sleep" and "camping" is very targeted and practical, which brings it closer to users and wins many fans.

In terms of influencer marketing, Bedsure has also made great efforts to invite influencers in different fields to conduct video promotions, such as home, fashion, comedy and fitness, from millionaire bloggers to KOCs. At present, the number of views of these promotional videos on TikTok has exceeded 15 million.

For sellers, brand expansion overseas means entering a completely new market. Relying solely on product strength or channels is far from enough to achieve the best results. If you want to stand out in the overseas market, product strength, channel strength and marketing strength are all indispensable and can only achieve the best results if they complement each other.

But at the same time, sellers also need to pay attention to one issue, that is, product safety. As we all know, product safety issues have always attracted much attention. At the very least, the product will be recalled, and at the worst, it will be removed from the shelves, which is a huge loss for sellers. Here, the editor also reminds sellers that if there are potential safety issues with the product, it must be prominently stated in the product label and product description to avoid safety accidents and complaints from buyers due to improper use.

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