Two major brands ranked first in the United States! Amazon made a net profit of 500 million US dollars

Unlike traditional home appliance giants that focus on the large home appliance market, JS Global Lifestyle has been deeply engaged in the field of small home appliances. Benefiting from the stay-at-home economy, small home appliances have become hot-selling products . JS Global Lifestyle has delivered a perfect answer in 2021 with its two super-hot Amazon products, Shark and Ninja.

The two brands ranked first in the United States, and JS Global Lifestyle made a net profit of 500 million US dollars

Amidst the many uncertainties in the global economy, JS Global Lifestyle has delivered a report card that goes against the trend. In 2021, its full-year operating income reached US$5.151 billion, an increase of 22.85% over the same period last year; its net profit was US$502 million, a year-on-year increase of 19.8%.

The rising financial report figures are the result of JS Global Life's multi-brand strategy driving growth. It is understood that JS Global Life has two trump cards, Shark and Ninja. While focusing on overseas markets, it has also driven the growth of the company's performance. In 2021, the two trump cards achieved an operating income of approximately US$3.715 billion. In terms of details, the Shark brand contributed US$2.013 billion in operating income to the company in 2021, an increase of 18% over the same period last year; the other trump card Ninja had an operating income of US$1.723 billion, an increase of 62.3% over the same period last year.

In 2021, the company continued to make breakthroughs in scientific research, strengthen category expansion and product iteration, and launched 9 new categories and 2 upgraded products. Among them, the new categories include air purifiers, quick-drying hair dryers, and ice cream makers, while the upgraded products include pressure cookers, steam fryers, and indoor grills under the Ninja brand.

Judging from consumer feedback, the two flagship products are still very popular in overseas markets. Among them, Shark still maintains its position as the number one vacuum cleaner brand in the United States , while Ninja continues to maintain its position as the number one kitchen appliance brand in the United States. As a frequent visitor on Amazon's best-selling list, Shark has many products with more than 10,000 reviews; on the Walmart platform, Ninja also has many products with the "Best Seller" label; on the Wayfair platform, the ratings of Shark and Ninja products are higher than the revenue of similar products on Amazon.

In terms of market penetration, JS Global Living's operating income in North America, Europe, and Japan are all growing strongly. North America is the main market for the two brands, with operating income of US$3 billion in 2021, accounting for nearly 60%, and has been growing; Europe is second, with operating income of US$617 million in 2021, an increase of 36.7% over the same period last year; although the Japanese market is small, its operating income in 2021 soared 79% to US$172 million.

In addition to its outstanding performance on e-commerce platforms, JS Global Life also has a very impressive layout on social media. On Facebook, its Shark Cleaning homepage currently has about 370,000 fans, while Ninja Kitchen's homepage has about 980,000 fans, and all of this traffic will be directed to the independent site.

There is no doubt that rapid product upgrades, diversified brand marketing strategies and the establishment of a global omni-channel marketing network have become the three core competitive advantages of JS Global Life, and also laid an important foundation for the company to deliver a perfect answer.

Focusing on core competitiveness , JS Global Lifestyle ranks among the top 5 small home appliances in the world

As a home appliance company mainly engaged in design, production, marketing and export, JS Global Life Co., Ltd. owns three brands, Shark, Ninja and Joyoung. Shark and Ninja focus on overseas markets, and their products include cleaning appliances such as vacuum cleaners, food cooking appliances, cooking appliances such as cooking pots, and clothing care products, which are mainly sold to North America, Europe and other regions through Amazon, Walmart and Wayfair platforms. Joyoung focuses on the domestic market, and its products mainly include cooking appliances such as steam rice cookers, food cooking appliances such as wall breakers, etc.

Despite the challenges of supply chain, raw materials and labor costs, JS Global Lifestyle still achieved a performance growth of more than 20%, which also demonstrated its ability to withstand the dual pressures of the economic environment and epidemic risks.

Judging from the data, JS Global Life’s success is inseparable from the support of its core competitiveness.

Firstly, JS Global Life insists on being user-centric, and its product development attaches great importance to user demand feedback. Whether or not it can get five-star reviews is an important external evaluation indicator for product development. Secondly, JS Global Life has very strict requirements for quality control, and will take product recall measures when necessary to protect the interests of consumers. At the same time, in terms of product innovation, combining consumer experience and feedback is an important factor in gaining consumer favor.

Among them, the most important is R&D capability. It is understood that JS Global Life has established dual R&D centers in China and the United States, established a world-leading cleaning appliance laboratory, and set up all-weather R&D centers in three countries and multiple cities in China, the United States and the United Kingdom. Currently, the laboratory has 913 team members, including 250 SharkNinja engineering R&D talents.

The flat management structure is also one of its important core competitiveness. It improves work decision-making efficiency while maximizing the speed of new product launches to enhance its competitive advantage. In addition, JS Global Life also launched an equity incentive plan, mainly covering SharkNinja's core management and team members to boost employee confidence.

In terms of marketing, JS Global Lifestyle directly compared its product performance with Dyson, and the founder personally recommended it in the advertisement, which not only increased product exposure but also gained market recognition. In addition, its brand Shark also surveyed consumers' preferences for vacuum cleaners in the form of a questionnaire and launched corresponding advertisements.

In terms of channels, JS Global Lifestyle has strengthened its in-depth cooperation with channels such as Amazon, Walmart, Target, and Costco to enhance brand awareness and credibility, while stabilizing sales channels to provide the company with stable income.

Unlike small home appliance companies that focus on the domestic market , JS Global Life's products cover the world , especially developed North American and European countries. This is why JS Global Life's performance is still better than its competitors at a time when domestic revenue is weak . At present, JS Global Life ranks fifth in the global small home appliance market , up one place from the sixth place before its listing in 2019, and successfully squeezed into the top five of the global small home appliance market.

In order to achieve sustained growth, JS Global Life has also formulated a future growth strategy to strengthen its moat in the home appliance market. First, it will continuously optimize sales channels and product portfolios to enable the growth of existing categories ; second, it will increase interaction with consumers, deepen consumer stickiness and deepen brand awareness; at the company level, it also seeks strategic cooperation and M&A opportunities to build a platform brand and group, and promote the growth of the group through internal and external growth.

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