Amazon’s small home appliances are selling well and its overseas revenue is skyrocketing as it tops the BSR!

Affected by the epidemic and the improvement of consumers' living standards, the small household appliances category has experienced explosive growth in recent years. Many companies have made layouts around this track and sold small kitchen appliances to various places overseas through channels such as Amazon and independent websites.

As the scale of the small home appliance market continues to expand, some companies specializing in this category have also seen rapid development. For example, BeDing Co., Ltd., which just started to try overseas direct sales in 2019, has gained a certain degree of popularity in the overseas market in just a few years, and many of its products have been included in the Amazon Best Seller list.

Many products hit BSR, and BODING's overseas revenue increased by 41.90%

Recently, BeiDing Co., Ltd. announced its annual performance report. In the first half of 2022, BeiDing Co., Ltd. achieved a total operating income of 369 million yuan, an increase of 4.11% compared with the same period last year. However, its operating profit fell by 61.59% compared with the same period last year, reaching 21.7674 million yuan.

The self-owned brand BUYDEEM is the main source of revenue for BUYDEEM. In the first half of 2022, BUYDEEM achieved operating income of 298 million yuan, a year-on-year increase of 12.32%. Among them, BUYDEEM's overseas revenue was 33.657 million yuan, a year-on-year increase of 41.90%.

The overseas expansion path of BeDing shares is the same as that of most foreign trade enterprises, which is to establish a foothold in the domestic market first and then "go global". It is reported that BeDing shares has gradually expanded its overseas independent brand business through the distribution model since 2017. In 2019, BeDing shares began to try overseas direct sales business.

After years of planning, BUYDEEM's overseas market has achieved significant growth. In 2021, BUYDEEM's overseas revenue increased by 95.63% year-on-year, and the proportion of overseas revenue has also further expanded. At present, BUYDEEM's overseas market has covered North America, Japan, Southeast Asia and many other places.

In terms of overseas channels, BUYDEEM mainly sells through BUYDEEM's overseas official website, Amazon and other cooperative channels. Amazon is one of BUYDEEM's most important sales channels, and many of BUYDEEM 's products have been listed on Amazon's Best Seller list.

Influenced by the eating habits of overseas consumers, toasters have become one of BUYDEEM's best-selling products overseas. On the Amazon US site's toaster bestseller list, many BUYDEEM products are on the list . Among them, the best-performing four-slice toaster ranks seventh on the list. The product has also received more than 9,000 reviews and a product rating of 4.7.

In order to increase brand awareness in overseas markets, Beiding Co., Ltd. is also actively promoting the diversified development of overseas marketing channels, promoting its brand through overseas mainstream social media platforms such as YouTube, TikTok, and Instragram , and continuously expanding omni-channel user touchpoints.

On the TikTok platform, the #buydeem topic has been viewed 17.2 million times. Under this topic, many ordinary people or internet celebrities share their experience of using the products, as well as the various delicacies made using BUYDEEM's toasters, ovens, steamers, and stew pots.

In terms of products, BUYDEEM attaches great importance to exploring the needs of young consumers . BUYDEEM 's products are mostly in colors such as mint green, cherry pink, and baby blue. In terms of functions, BUYDEEM's products are also very convenient to operate and have more diverse functions.

BUYDEEM has won the hearts of many young consumers in terms of both product appearance and functionality . Its product categories include health pots, ovens, steamers, enameled cast iron pots, soup bags and tea drinks, etc., which can meet consumers' health, cooking, drinking and other usage scenarios.

Electrical appliances account for the largest share of BUYDEEM's own-brand revenue . In 2021, electrical appliances achieved operating revenue of 444 million yuan, accounting for 70.3% of the revenue from its own-brand business; supplies and food products achieved operating revenue of 188 million yuan, accounting for 29.70%.

In addition, BeDing Co., Ltd. is also actively carrying out R&D innovation around its main business. In 2021, BeDing Co., Ltd. invested 30.779 million yuan in R&D, accounting for 4.87% of its own brand operating income. As of 2021, BeDing Co., Ltd. has 210 patents, including 81 domestic invention patents, 42 utility models, 52 design patents, and 35 foreign patents.

BeiDing shares said that the overseas business of its own brand is still in the initial stage of development, and the overseas inventory and various expenses are at a relatively high level. However, based on the current development situation, BeiDing shares still have great potential for development in the overseas market.

The penetration rate continues to increase, and the small home appliance market is booming

The rapid development of BeiDing Co., Ltd.'s overseas markets is inevitably linked to the continuous growth of overseas demand for the small home appliance industry in which it is located.

Data shows that in 2021, the retail sales of small household appliances in major global markets reached US$142.4 billion, an increase of 8.9% year-on-year. Among them, kitchen and living room small appliances accounted for a large proportion, reaching 38% and 25% respectively.

The penetration rate of small household appliances is closely related to the local economic development level. As for overseas markets, the penetration rate of small household appliances is extremely high in developed countries and regions such as Europe, the United States, Japan, and South Korea. The large consumer demand has kept the small household appliance market growing. China has taken over major global small household appliance orders with its cost, scale, and technical support advantages.

As far as the European and American markets are concerned, consumers are more inclined to purchase small kitchen appliances through social media selection and online markets. Therefore, BUYDEEM's strategy of using social media platforms for marketing promotion and selling through the Amazon platform is very effective.

Affected by the epidemic, consumers have more time to study food at home, and the demand for small kitchen appliances has further increased. With the booming industry, competitors are also coming along. Against this background, small kitchen appliance brands have sprung up like mushrooms after rain, and there are also brands and sellers that stand out in this track.

In February this year , Zhejiang Biyi Electric Appliance Co., Ltd., another company specializing in small kitchen appliances, was listed on the Shanghai Stock Exchange. Biyi's main products include air fryers, air ovens, deep fryers, grills and other heating kitchen appliances. In 2021, Biyi's operating income reached 1.6 billion yuan.

In the context of fierce competition in the small kitchen appliance market, it is crucial to increase product innovation and research and development. The main target audience of small kitchen appliances is young consumers, and their demand for products is gradually developing in the direction of quality, appearance, health and user experience.

At the same time, with the continuous improvement of consumer spending power, small kitchen appliances are developing in the direction of intelligence and personalization. Multifunctional Internet of Things products will become the mainstream of the development of small appliances in the future. With the advancement of technology, all kinds of products in the small kitchen appliance industry are expected to usher in a comprehensive upgrade in the future.

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