Many products are sold well in Europe and America! Independent website is selling well and has received hundreds of millions of financing

Many products are sold well in Europe and America! Independent website is selling well and has received hundreds of millions of financing

Under the general trend of decreasing dividends and fierce competition, "going overseas" has become a consensus among many companies and platforms.

Since the outbreak of the COVID-19 pandemic, the sales and profits of many sporting goods companies have declined. However, as the epidemic abroad has become controllable, global sporting goods sales have almost returned to their previous levels, and the industry has also experienced a certain degree of recovery.

Focusing on overseas markets, the independent website sold well and received 100 million in financing

As a company that quickly rose in the cross-border e-commerce industry that year, Xiamen cross-border sports brand "Junyi" recently completed its Series A financing. This round of financing totaled 100 million yuan , led by CICC Cultural Consumption Fund under CICC Capital and followed by Blue Lake Capital.

The industry is recovering and is once again entering a bonus period. Some industry insiders said that as a "powerful member" in the industry , Junyi's financing at this time may play a key role in enhancing its own strength in the future.

In fact, it is not difficult to see from public information and data that Junyi has not stopped moving forward in recent years. "Junyi" belongs to Xiamen Junyi Supply Chain Co., Ltd., which has focused on sportswear and peripheral products since its establishment in 2014. " BALEAF " is one of its sportswear brands . In addition , there are " MOOHARA ", " BETTICOO ", " SPEXIAL " and other self-owned brands, which are sold overseas through multiple mainstream e-commerce platforms such as Amazon and AliExpress . The products cover multiple categories such as fitness, luggage, yoga, cycling , etc.

It is understood that among the many categories, the best performing ones are yoga, running, outdoor, swimming, cycling , followed by equestrianism, sports accessories , etc. The products are deeply loved by consumers in Japan, South Korea, Europe and North America. It is worth mentioning that the sales of men's and women's yoga wear and sportswear of the independent station brand "BALEAF" are popular in many foreign regions , of which the sales in the United States have reached more than 88%, and the category ranking fluctuates around 1000.

Technology has always been the focus of "BALEAF" . By improving performance and functions , it meets the different needs of more and more consumers , such as UPF protection layer, detachable arm sleeves , etc. On the Amazon platform, a pair of BALEAF high-waist yoga pants was once a hot seller . The breathable, comfortable and elastic features , as well as the hidden pocket design on the pants attracted many consumers.

On the one hand, BALEAF continues to research and develop , and innovate to enhance its competitiveness ; on the other hand, sales on independent sites and other e-commerce platforms are the main driving force for BALEAF's overseas expansion .

Judging from the data in recent months, the overall traffic of baleaf.com website fluctuates greatly. According to SimilarWeb data , the website traffic was only 90.2k in October last year , while the website traffic soared to 203k in November and dropped to 106k in December.

In general , Junyi pays great attention to products . While providing consumers with high-quality and low-cost products, it also conducts in-depth market research and establishes professional development, operation, customer service and other service teams to reasonably control costs and quality .

Regarding this round of financing , Junyi stated that the funds will be used to increase the brand's omni-channel construction , continue to expand the market scale , work hard on brand awareness, and at the same time move towards completing digital transformation.

From brand to platform, Junyi’s journey forward is still continuing ... From Junyi’s growth path , it can be seen that the brand’s overseas expansion cannot be separated from the support of the platform, especially under the influence of last year’s account blocking wave. More and more companies and merchants have begun to deploy independent sites, using independent sites as a new "booster" for the brand’s overseas expansion .

Monthly traffic increased by 820%, and Chinese companies strengthened the layout of independent stations

As of now, the pace of Chinese brands going overseas is accelerating, especially those brands whose main sales categories are clothing and beauty products . They are expanding their own markets through platforms such as Amazon and their own platforms.

As a category with a market size of tens of billions, the growth rate of underwear going overseas in 2021 should not be underestimated. According to the data of Taobao's overseas Double Eleven, the sales of underwear brands such as Neiwai and Bananain have achieved substantial growth, which is enough to show the vast market for Chinese brands overseas.

Under this situation, some Chinese brands have already sensed the opportunity. It is understood that Huijie Co., Ltd. has already taken practical actions to enter the overseas market. In June 2021, it launched an independent website in North America through its brand UNDERSTANCE, selling its products to the United States and Canada , and achieved good results.

Relevant data shows that the number of visitors to its independent website in the nearly half year after its launch ( July-December) reached 1.015 million. Among them, two months after its launch, that is, in August, its independent website traffic ushered in a big explosion, and the number of visitors increased to 230,000, an increase of 820% month-on-month.

The high performance of Huijie's independent website is inseparable from its unconventional brand. Compared with its conventional brands such as Manifen and Yves, UNDERSTANCE breaks the traditional aesthetics and provides inclusive products to women of different skin colors, body shapes and ages to meet the needs of different women.

Judging from the investment data of Huijie Co., Ltd., although the independent station is still in a state of negative growth overall, its future development capabilities cannot be underestimated. Some industry insiders also said that as the leading domestic underwear seller, Huijie Co., Ltd.'s independent station will sooner or later occupy a place overseas.

With the development scale of the domestic underwear market limited, emerging underwear brands have sprung up like mushrooms after a rain. This is undoubtedly a major threat to old-fashioned underwear brands such as Huijie Co., Ltd. that mainly rely on physical stores. Choosing to expand overseas, open up new sales channels, and build independent websites is a major way for it to break through the bottleneck.

For many sellers who want to expand their market, Huijie Co., Ltd.'s business strategy is worth referring to.

In terms of sales categories, underwear brands will be limited in style to a certain extent when they are sold on the platform, but independent sites solve this problem. In view of the open nature of the North American market, Huijie Co., Ltd. has noticed the market potential of independent sites, which has a great impetus for the expansion of its independent site business.

As a leading domestic comprehensive underwear brand, Huijie Co., Ltd.'s strong supply chain, complete product research and development, and subsequent financial support have all contributed to the expansion of its North American sales channels.

For Huijie Co., Ltd., its short-term goal is to promote sales, and its long-term goal is to build a brand, which is consistent with the development concept of independent stations. In addition, the support of company policies and funds has made its development even more powerful.

In terms of advertising promotion, its independent website mainly relies on keywords and social platforms , which is relatively accurate and efficient.

At a time when cross-border e-commerce is developing rapidly, sellers who want to enter independent websites need to make a comprehensive analysis in advance. There is a saying in the industry that "independent websites are suitable for large sellers, while small sellers should focus on Amazon", which is not a paradox. If sellers want to transform, they need to adapt to their actual situation, choose a sales method that suits them, and abide by the rules.

Independent website