Nearly 160 million yuan sold in two days of the promotion, a new cross-border e-commerce company emerged

More and more cross-border e-commerce newcomers are emerging on the road of domestic overseas expansion.

This week, Google and Kantar released the " 2022 BrandZ™ Top 50 Chinese Global Brands" and its sub-lists. More than 20 cross-border e-commerce industry brands were on the list, including a number of old cross-border sellers such as ANKER, AUKEY, FlexiSpot , as well as new brands established around 2020 such as Cider, HALARA, eufy, and TINECO. Among them, there are 3 companies seeking to go public.

In the list of "China's Global Growth Stars", brands in the cross-border e-commerce field took 14 out of 20 seats, which greatly boosted the confidence of industry sellers. The new brands on the list are mainly from the fields of home gardening, online fashion, smart devices, etc. They have emerged in a short period of time after their establishment. What are their business secrets?

Newcomers show off their skills, Amazon's big promotion sold nearly 160 million in two days

In this year's top 50 list, SHEIN, Anker, Ecovacs, Aoki, and LightInTheBox continue to hold their own, with Ecovacs, SHEIN, and Anker all among the top five brands with the highest growth in brand power. Meanwhile, Worx (ranked 45), EcoFlow (ranked 47), and Loctek FlexiSpot (ranked 49) have become new cross-border e-commerce-related brands.

Among the three new brands on the list, people in the industry are very familiar with Levo, and the other two are also powerful.

In July, Zhenghao showed off its skills in the Amazon Prime Day promotion: the sales in two days totaled 159 million RMB. Among them, the North American region increased by 450% compared with last year; the European region participated in PD for the first time and won the top sales in the European outdoor power category; the Japanese region increased by 400% compared with last year.

This achievement is enough to make him a god.

EcoFlow is an outdoor power brand under Shenzhen Zhenghao Innovation Technology. The company was established in 2017 and focuses on the research and development and sales of energy storage products such as outdoor power supplies, portable energy storage power supplies, mobile power supplies, emergency power supplies, etc. The products have covered home emergencies, outdoor travel, and professional work scenarios, and are sold to 82 countries on five continents around the world.

Last September, the company raised over $12 million for a new product, DELTA Pro & Max, becoming the first crowdfunding project on Kickstarter Asia to raise over $10 million, and ranked No. 1 in the platform's global technology projects and No. 6 in the most popular products in all categories. This year, the company's sales increased fivefold year-on-year.

( Kickstarter screenshot )

Two years ago, Zhenghao began to layout the domestic market, and in just half a year, it became the top merchant in the outdoor power category on Tmall. In the following sales, Zhenghao was unstoppable. In last year's Double 11, Double 12 and this year's 618 promotions, EcoFlow became the top brand in outdoor power sales on the entire network.

Public information shows that Zhenghao has obtained a total of 320 patents and 157 authorized patents so far. Its huge R&D advantages have made it a rare unicorn enterprise and attracted capital bets. In June 2021, Zhenghao EcoFlow received more than 100 million US dollars in Series B financing, led by Sequoia Capital China Fund, followed by Hillhouse Capital and CICC. After the financing, the company's valuation was 1 billion US dollars.

It is understood that Zhenghao signed a listing guidance agreement with CICC in September last year and plans to be listed on a domestic exchange. The cross-border e-commerce sector may have another strong player.

Worx is an independent high-end brand of the Bosch Group. Bosch integrates the research and development, manufacturing and marketing of innovative tools and robots, and its products cover categories such as professional power tools, household power tools, garden tools, service robots and peripheral household products.

(Garden category /Photo source: Worx)

Worx products are also sold on Amazon. In addition to this brand, the company also owns Noesis and two overseas acquired brands, Rockwell and Kress. The sales of its own brand products have covered nearly 70 countries and regions around the world.

It is understood that Bosch has created more than a dozen world-first leading technologies in the field of power tools, with 8,000 global patent applications, and is one of the largest power tool manufacturers and exporters in China.

The top 50 list is a showcase for veteran companies, while the “Growth Star” list is a gathering place for the new generation.

14 cross-border brands selected as “Growth Stars”

Cross-border brands shined in the selection of "China's Global Brand Growth Stars", with a total of 14 brands on the list. One seller said bluntly: "Most of them are cross-border e-commerce brands. This is what the future looks like."

Each brand on the list has its own highlights, and the report provides some analysis.

Cider is an online fashion brand. Since its establishment at the end of 2020, it hopes to significantly improve the efficiency of every link such as design, supply chain management, advertising, logistics delivery, etc. through data and intelligence, and comprehensively upgrade the traditional clothing e-commerce model. At present, Cider has accumulated nearly 3 million fans on global social media, with customers from more than 100 countries, and has become one of the fastest growing fashion brands in the world in recent years.

Costway was founded in Ningbo, a furniture manufacturing center, and provides high-quality furniture with high cost-effectiveness to overseas users. It was initially sold on large third-party platforms such as Amazon and eBay. In 2015, it opened its first branded online store (www.costway.com) in the United States and has become one of the top home furnishing retailers.

Dreame Technology focuses on the application of aerodynamic technology to produce high-end cleaning appliances, with products covering the fields of smart cleaning, smart floor washing, cordless vacuuming, and fashionable personal care. The company attaches great importance to research and development. Currently, technical personnel account for more than 70% of its employees, and the annual investment in research and development exceeds 12%, which is used to carry out innovative development of new products and upgrade and iterate existing product lines. In 2021, Dreame completed a C round of financing of RMB 3.6 billion.

eufy is a smart home brand under Anker Innovations. It is currently divided into four categories: cleaning, intelligent control, health and lighting. It has a variety of products including sweeping robots, voice control assistants, smart scales and smart bulbs.

HALARA is a fast fashion export cross-border e-commerce brand similar to SHEIN. It focuses on cost control and provides top-quality and highly expressive sports and leisure clothing. It is understood that all core team members are from well-known first-tier companies such as Amazon, Google, Microsoft, and Facebook, and have strong technical strength, traffic and supply chain capabilities. In June last year, the brand completed a US$100 million Series A financing.

Heguan Technology is also a fast fashion brand. With a series of affordable fashion products, it quickly became popular in India, with sales reaching one million US dollars in the first six months of its launch.

Insta360 is a world-leading professional smart technology company, focusing on the research and development, production and sales of smart imaging equipment such as panoramic cameras and sports cameras. Its smart imaging equipment products have covered panoramic news live broadcasts, sports events, political and legal police and other fields. Products are sold through the company's official mall, Amazon and other online and offline channels, and it has achieved the first global market share in the panoramic camera track. The average age of the company's employees is 29 years old, and nearly half of them are R&D personnel.

In addition, Homary, a large home furnishing brand, VASAGLE, a brand under Zhiou Technology, SHEGLAM, a beauty brand under Xiyin, TINECO, a brand under Ecovacs, VEVOR, a home gardener, Roborock Technology, and VIVAIA online fashion are also on the list. In the future, these new brands will support the new process of cross-border e-commerce.