Products are popular on TikTok, and Guangzhou sellers have entered the top five of Amazon's best-selling list

Entering the top five of the best-selling list, Guangzhou sellers become the new favorite of Amazon lighting

Recently, Guangzhou Yizhi Home Technology Co., Ltd. (hereinafter referred to as "Yizhi Home") completed a round B financing of nearly 200 million yuan. This round of financing was led by Rongyi Investment and Mingdao Investment, and followed by funds under Sanqi Interactive Entertainment Fund, Guangzhou Emerging Fund, Wanlian Guangsheng and Wanlian Tianze. This fund will mainly be used for new product development and global marketing of the brand overseas.

Currently, the company has two main brands, namely the smart atmosphere home appliance brand EZVALO (Ji Guang) and the clothing care brand daily neaty.

Similar to the business model of Deerma and Douhe Technology, Yizhi Home Furnishing is also developing at home and abroad. Overseas, EZVALO, a brand under Yizhi Home Furnishing, has opened an Amazon brand store and an independent website.

EZVALO has only five products on its Amazon brand store, namely, a multi-functional bedside lamp, a wireless induction light strip, a smart desk lamp, a music white lamp and a reading lamp, all of which are rated around four stars.

Among them, the most popular product is the wireless induction light strip, which received 1,400 comments and ranked fifth on the best-selling light list (data on March 10). From the top 10 products on the list , other products on the list basically have tens of thousands of comments, while the EZVALO wireless induction light strip has only more than a thousand comments. This shows that the EZVALO light strip is the new favorite on the list.

Indeed, EZVALO "landed" on Amazon relatively late. It is reported that EZVALO only entered Amazon in April last year. Judging from the comments, the light strip has the following advantages: first, it can be adsorbed by magnets, so that users can easily stick it to the bedside, wardrobe, kitchen and other places; second, it has a sensing function, which lights up when people come; in addition, it also has the characteristics of no wires and dimming. Such a product solves the biggest pain point of users, which is "looking for a switch in the dark".

In addition to the light strips jumping to the best-selling list, EZVALO's smart desk lamp and music white lamp have also received the Amazon's Choice logo.

But the performance of EZVALO's independent website is slightly inferior. According to data from Similarweb, the monthly visits to ezvalo.com are less than 50,000. In addition, the number of product reviews on the independent website is also less than that on the Amazon brand store. However, this is not difficult to understand. After all, EZVALO's overseas history is relatively short, and the independent website still needs to rely on its own capabilities to attract traffic.

Nevertheless, from an overall perspective, Yizhi Home Furnishing's overseas progress is quite good, and it is also favored by capital. Although it has only been established for more than three years, Yizhi Home Furnishing has received six rounds of financing in succession. The previous rounds were basically at the level of tens of millions of yuan, while this time it rose to the level of hundreds of millions of yuan.

Driven by R&D and marketing, the product is popular on TikTok

When talking about market competitiveness, founder He Zhuowen said that Yizi Home Furnishing's advantages are concentrated in three aspects.

The first point is R&D capability. The founding team of Yizhi Home Furnishings came from a background in home appliance R&D. He Zhuowen once worked for the world-renowned home appliance company "ViewSonic", and other team members mainly came from well-known companies such as "Midea", "Siemens", "Mars", and "ByteDance".

With the development of its new technology brands, Yizhi Home Furnishing has set up R&D centers in Guangzhou and Nanjing, and established scientific research cooperation with many universities and laboratories. R&D personnel account for one-third of the company's total number of employees. At present, Yizhi Home Furnishing has applied for more than 200 patents.

In 2021, Yizhi Home Furnishing was successively selected into the second batch of Guangdong Province's high-tech enterprise list in 2020, the third batch of Guangdong Province's 2021 list of technology-based small and medium-sized enterprises, and the Guangzhou municipal "specialized, precise and innovative" (two highs and four new) enterprise list.

The second point is the ability to understand users. The wireless induction light strip mentioned above just proves this point. As for the third point, it is to pay attention to product aesthetics and experience . A buyer commented: Yizhi's products have a good texture and the packaging is also beautiful.

Yizhi Home Furnishing's location selection is also very clever . It established its headquarters in Guangzhou and used Shenzhen as its global marketing center. It seized the advantages of the home appliance industry chain in Foshan and Dongguan, established cooperation with leading OEM factories in the industry, and established strong supply chain barriers.

In terms of sales and marketing , Yizi Home Furnishing also has its own set of strategies.

First, focus on product display. Yizhi Home Furnishing has relatively few products on Amazon. If you click on the product navigation bar on the brand store, you will find that there is only one product in each product category. For this reason, Yizhi Home Furnishing directly makes it into a graphic version of the product details page in each product section. In this way, Yizhi Home Furnishing can turn the product descriptions on Amazon product pages that no one paid attention to before into a golden position to showcase the brand and product advantages. One benefit of doing this is that it can greatly improve the display effect of the product.

Secondly, attach importance to overseas marketing. In addition to advertising on and off Amazon, Yizhi Home Furnishing (its brand EZVALO) has also opened official accounts on social platforms such as TikTok and Instagram to attract traffic. As of now, there are 25,900 fans on TikTok and nearly 7,000 on Instagram.

Yizhi Home Furnishing is well aware of the power of TikTok, the short video platform with the largest traffic explosion . Compared with the exquisite content of Instagram accounts, Yizhi Home Furnishing's TikTok content is more casual, with a single video playback volume ranging from 10,000 to 20,000.

In addition to the official account, Yizhi Home Furnishing also recruits online celebrities to assist in product promotion. According to a search on a recruitment website, Yizhi Home Furnishing is currently recruiting for the position of "Overseas Celebrity Development". Job responsibilities: Develop high-quality overseas celebrities; Guided by sales and ROI, drive traffic to Amazon and independent sites to achieve product sales goals; Evaluate and analyze the cooperation quality of overseas celebrities and maintain long-term and stable cooperation with high-quality celebrities.

The ability of influencers to bring goods should not be underestimated. Previously, under the influence of an influencer, a short video about the EZVALO smart desk lamp received more than 360,000 likes.

Everything Yizhi Home Furnishing has done on social platforms seems to have achieved certain results. Many buyers mentioned in the Amazon comments that they were attracted by social platforms:

“—Shout out to TikTok for this one;

——TikTok made me buy it !

—I saw this pop- up on Instagram . ”

Since 2020, the overseas market for small household appliances has been booming. According to data from Statista, an overseas data research organization, it is expected that by 2025, the global sales of small household appliances will exceed US$230 billion. Enterprises going overseas has also become a major trend in the domestic small household appliance industry. Despite this, the rapid update and iteration of small household appliances also poses many challenges to sellers. At this time, it is a test whether industry players can hit the pain points of consumers and open up new consumption gaps.

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