60,000 orders per month for a single product! Post-95s sellers take off with hit products

Amid the wave of account bans on Amazon, the seller Tian Wei’s account with annual sales of 800 million was suddenly blocked and 200 million yuan of funds were frozen. He then moved to Shenzhen to recuperate.

In less than two years, Tian Wei has achieved a comeback with his hit products, with monthly shipments of 60,000 units, and cumulative shipments on various platforms exceeding 100,000 units in three months. He made great efforts to completely change the original product and operation ideas.

As his business grows, Tian Wei has set two small goals for this year: 1. Sales of over 300 million yuan; 2. Return to Shenzhen. His business is picking up, and the entire cross-border e-commerce industry is also moving in a good direction.

Amazon sellers explode again with over 100,000 orders for a single product

Tian Wei, a seller born after 1995, operates the adult products category on Amazon and has his own factory. His company's sales once reached 800 million yuan in 2019. At its peak, more than 200 accounts of the company were blocked by Amazon in June 2021 due to violations of platform policies.

After that, Tian Wei moved from Shenzhen to Humen, changed his business model, and entered the daily necessities category, but found that he was not good at this category. In June last year, he switched to the adult category, which he was familiar with, and now he has achieved another breakthrough with the help of popular products.

Tian Wei's hit product was first developed in 2019. He originally planned to sell it on Amazon after it was fully developed, but an unexpected account suspension put it on hold for a long time. In December this year, the product, which had undergone multiple improvements and tests, was launched on the domestic Pinduoduo platform. Since then, it has been in a hot sales mode. In just a few months, the shipment volume on the Pinduoduo platform has reached more than 50,000 orders.

After the domestic platform welcomed a surge in orders, Tian Wei decisively put this product on Amazon and the independent website in January this year. As he expected, the product quickly achieved a surge in orders. In the past February, the order volume on the Amazon platform reached 30,000 orders, and one store with excellent performance received 13,000 orders. Just entering March, orders for this product have been scheduled until April, and the sales growth rate has reached 70% year-on-year.

In February, this popular product also achieved excellent results on other platforms. The total shipments of this product exceeded 60,000 orders on multiple channels such as Pinduoduo, Amazon, and independent sites.

Driven by the hit products, Tianwei's company has reaped great rewards. Compared with February last year, the overall performance has increased sixfold, with sales of approximately RMB 30 million. In Tianwei's words, this performance is just a drop in the bucket compared to the previous performance, but the company's subsequent development is promising.

Sharing the experience of explosive sales: Reshaping product selection and operation ideas

When talking about his experience in creating hit products, Tian Wei said calmly: "It's what people often say: 70% product selection and 30% operation." However, behind this, he has made real efforts, and has completely changed his thinking in both product selection and operation.

The first is the update of product development ideas, which can be divided into three points:

1. Differentiate from traditional products, make clear style positioning according to the user groups, and focus on the customer's experience;

2. Increase the functions of the product to surpass the industry. It has all the functions that products on the market have, and also has functions that are not available on the market;

3. Focus on cost-effectiveness. After experiencing the epidemic and inflation, cost-effectiveness is undoubtedly the most attractive to consumers. Select the needs of this customer group to develop products;

4. Pay attention to the intellectual property rights of the product, and do a good job in patent registration and protection at the beginning of product development.

Secondly, the operation mode has been completely overturned and no illegal operations are carried out. Tian Wei shared his operation experience as follows:

1. Accumulate good reviews. Tian Wei said that previously, adult products orders mainly relied on natural traffic and fake orders, with fake orders accounting for 50%. Since Amazon banned his account, he changed his previous operation mode and turned to understand user needs, patiently communicate and serve users, rely on the slowly accumulated customer base, find ways to get more good reviews, and use good reviews to drive product sales.

2. Expand multiple platforms to reduce dependence on a single platform . At the beginning of TEMU's investment promotion, Tian Wei actively prepared to seize the traffic opportunities of the new platform and became one of the first sellers in the adult category. Now he has become the TOP1 in his category and has a good momentum in orders. In addition, he is also actively developing other platforms and B-side.

3. Accumulate private domain traffic. Tian Wei also developed an independent website and used live broadcasting to attract traffic and accumulate private domain traffic. After Amazon banned his account, he suddenly realized that only private domain traffic would be the most stable in the future.

4. Really give benefits to consumers. Product pricing cannot be too high. The model of blindly pursuing profits is outdated. Tian Wei said that everyone wants to make more money, but now the profits of the entire industry are decreasing. It is a trend to give benefits to consumers and sell more products at a lower profit margin. Now his product profit margin has dropped from 80% to about 30%, and the price has been released to cater to consumers who pursue cost-effectiveness.

Finally, external factors are very important. After the Chinese New Year, the epidemic was completely lifted, the various links of cross-border e-commerce were gradually opened up, the raw materials needed by the factory were in place, the workers returned to work normally, and the transportation between cities in China was unobstructed, so that the factory could supply products normally and customer orders could be shipped smoothly.

This year's goal: Sell 300 million and return to Shenzhen

As the business gradually improved, Tian Wei's company also expanded. At the beginning of this year, the 200-square-meter office in Humen could no longer accommodate the company's development, so he moved his employees to the core area of ​​the city and rented an 800-square-meter office, expanding the size by four times.

However, in Tian Wei's eyes, the current performance is still not comparable to the peak period when the company had annual sales of 800 million and 700 employees. But he believes that as long as he keeps moving forward in the right direction, he can make the company bigger and stronger again.

Based on the hit product, Tian Wei and his colleagues in the company quickly developed more than 30 similar products in the same development direction. He believes that after a direction is successfully tested, it should be quickly replicated. Because in the adult product market, the threshold for developing products is very low, only one set of molds is needed, and the overall cost is hundreds of thousands. The peers can imitate it very quickly, so he must quickly replicate the successful model to avoid being surpassed by his peers.

Being at the forefront of the industry is Tian Wei’s goal in developing products. As the hit products continue to sell well, Tian Wei has a bigger goal for the company’s overall development this year. He has two main goals:

1. Sales this year will reach 300 million . Tian Wei said frankly that according to the company's current performance and based on the products under development, if nothing unexpected happens, the company's sales this year should be able to exceed 300 million.

2. Return to Shenzhen. Tian Wei’s Shenzhen company now only has an office of about 100 square meters. He plans to return to Shenzhen after the product development is completed and keep the company’s important operations in Shenzhen. He always believes that Shenzhen is the root of cross-border e-commerce, with more complete resources and chains. If there is no other way, cross-border people will choose to stay in Shenzhen first.

After Yien.com published the news that Tian Wei moved to Humen to restart Amazon business, many industry peers predicted that this seller would definitely make a comeback. Now Tian Wei, a seller born after 1995, has explored new ways and is leading the company to grow.

Tian Wei is just a microcosm of cross-border sellers. With the easing of the epidemic after the Chinese New Year, the business of many sellers is picking up. On March 7, the General Administration of Customs of China released data showing that from January to February 2023, China's total import and export value was 6.18 trillion yuan, of which exports were 3.5 trillion yuan, an increase of 0.9%. China's foreign trade has generally achieved a stable start this year. The business of cross-border sellers is developing in a positive direction, and so is the cross-border e-commerce industry.

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