Amazon will launch the "Sailor Project" and invite eight major brands to continue writing the true story of Chinese brands going global

On August 25, the second season of "Sailor Plan", an innovative series of short videos jointly launched by Amazon Advertising and Amazon Global Selling, will be launched online at 12 noon every Wednesday starting from August 31, continuing the story of Chinese brands riding the wind and waves overseas with all-round upgraded content and diversified overseas perspectives.

This season, the "Sailor Project" invited the world's leading consumer electronics brand "Anker Innovations", high-end water purifier brand "Icopure Technology", leading Internet home brand "Zhiou Technology", lifestyle fashion brand "Savi Times", well-known digital art innovation brand "XPPen", international home furnishing brand "Shangbai Global", global Internet lighting brand "Karmiqi Lighting" and smart home appliance brand "Dui Mi Technology" to join, truly recording their experience of breaking through geographical and cultural boundaries in different regions, constantly innovating and breaking through in the global market, and building brands based on overseas consumer insights. The newly added units "Sailor Observation Room" and "Sailor Study Room" will bring together industry bigwigs, senior seller lecturers, international observers, etc. to sharply comment on the differentiated strategies of different brands, and share a wealth of overseas practice and marketing dry goods, providing reference for more overseas brands.

A strong brand lineup presents diverse overseas stories

In recent years, the trend of branding of Chinese companies going overseas has accelerated significantly. Amazon data shows that in the past four years, the number of Chinese sellers who have completed brand registration on Amazon has increased 40 times. More and more companies going overseas hope to improve their brand building capabilities to achieve long-term development in the future. By focusing on real brand experiences and growth stories, "Sailor Plan" provides inspiration and reference for overseas brands, helping more high-quality Chinese brands connect with global consumers and build international brands. After the first season was launched last fall, the total online attention reached 1.17 billion, and the cumulative video playback volume exceeded 130 million times, which aroused deep resonance among many Chinese companies going overseas and cross-border people.

The second season of "Sailor Plan" covers more diverse brands in terms of type and scale, including "soundcore (a brand of Anker Innovations)", an Internet native brand with mature overseas experience, and "Icopu Technology", which has successfully transformed from an OEM to a private brand; "Zhiou Technology", "Shangbai Global", and "Savi Times", which have achieved remarkable results in their respective categories, and "Karmiqi Lighting", a small and medium-sized brand in a rapid growth period; "Dui Mi Technology", which has rapidly risen in the category of smart home appliances that is relatively familiar to the public, and "XPPen", which has gained a large number of fans in the relatively niche field of digital art. These brands at different stages of overseas expansion and with their own characteristics will present more rich and exciting overseas expansion stories, including the innovative journey of opening up new global tracks through the development of new brands; breaking through the differences in culture and living habits such as clothing size, water quality, and fashion trends, formulating brand strategies according to local conditions, and exploring global layout; preparing for the sprint for Amazon Prime Day on stage and behind the scenes; and the collision of ideas between two generations of fathers and sons, the persistence of continuing the dream of going overseas, and the story of women's power promoting the diversified growth of the team. Behind every story lies the tenacity and wisdom of cross-border people, as well as the firm determination and long-term belief of Chinese overseas companies in building international brands.

New content unit deconstructs the practical tips for going overseas

While presenting the exploration and growth of eight overseas brands, the second season of "Sailor Project" has launched two new content units, "Sailor Observation Room" and "Sailor Study Room", which deeply analyze the highlights of the program and share practical strategies for going overseas. Among them, the "Sailor Observation Room" will invite industry bigwigs, senior seller lecturers, international observers and other guests to comment on the brand marketing strategies, advertising methods, industry trends, team building and other contents shown in the video, and provide unique, in-depth and sharp insights and analysis; while in the "Sailor Study Room", senior Amazon advertising experts will answer questions and give guidance to the "sailors", comprehensively analyze the brand building tools and products that appear frequently in the video, and share relevant suggestions and solutions for the business pain points such as new product launches, peak season promotion strategies, creative asset optimization, and emerging site expansion that overseas brands pay close attention to, combined with specific brand cases in the video. In addition, the second season will extend the shooting scenes to overseas, truly record the feedback and evaluation of overseas consumers on Chinese overseas brands, and add vivid reference for brands going overseas.

Gather global resources to deliver the strong voice of Chinese brands

Along with the "Sailor Project", Amazon Advertising also provides Chinese brands with opportunities to speak out in various overseas markets, helping them connect with global consumers and increase brand awareness, including the Cannes International Creative Festival, Busan International Advertising Festival, Sydney Advertising Week, and Amazon Advertising Global Summit unBoxed. In June this year, at the invitation of Amazon Advertising, Anker Innovations, Zhiou Technology, and Savitech took the stage of the Cannes International Creative Festival for the first time, exchanging ideas with global marketing and creative professionals on how to build brands through creativity and storytelling, as well as the stories behind participating in the "Sailor Project" project.

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