The product was awarded the Amazon's Choice logo, and the new home furnishing brand that went global received financing

More and more beauty, fast fashion, and 3C brands are entering the overseas market. In recent months, I have reported on the news that many emerging overseas brands have obtained financing. Today, the pace of brand financing remains unstoppable.

Recently, EUNA , a household brand that has gone global , received angel round investment from Blue Ocean Zhongli Capital and Weiyi Capital . EUNA 's products are mainly kitchen utensils, such as knives, forks, plates, etc., and its current sales channels include Amazon and independent websites.

Data shows that since its launch in June 2021, EUNA's overall GMV has accumulated to around tens of millions of RMB, and its current monthly sales can reach 3 million RMB.

Checking on Amazon, EUNA products don't have many reviews, basically around a few hundred, which may be related to the fact that it was launched not long ago. It should be noted that one of EUNA's knives has won Amazon's Choice, which shows that its cost-effectiveness has been recognized by Amazon.

（ EUNA Amazon store）

It is understood that EUNA's main products are independently developed. In order to enrich the diversity of its products, EUNA also sells peripheral products, and these products are purchased by buyers. At present, EUNA has about 2,000 SKUs. The founder of EUNA said that EUNA can currently launch 1-5 new products in each category every month, and about 300 non-original categories.

The model of "original main product + purchasing peripherals" not only demonstrates the strength of the brand and reduces R&D capabilities, but also enriches the number of products. It can be said that this dual model has added a layer of gold to EUNA's branding.

However, it is not easy to achieve branding on Amazon. Amazon emphasizes "customer-centricity". Compared with brand flagship stores on other e-commerce platforms, brand stores on Amazon have a weaker presence and are more like an advertising display tool. As a brand, it is a major issue to deepen brand awareness among consumers.

In order to cultivate consumers' brand awareness, EUNA's product pictures include multiple SKUs and have a sense of life scenes. In addition, EUNA will also go to Instagram, TikTok and other platforms for marketing.

This series of brand cultivation actions has also achieved certain results. At present, the repurchase rate of EUNA products is around 20%-30%. The founder of the brand said that many customers buy a knife here at the beginning of the month, and they may come back to buy a plate at the end of the month.

Recently, branding has been one of the hot topics in the cross-border circle. How to build a brand has also become a question that everyone is thinking about. The editor hopes that EUNA's branding journey can give everyone some inspiration.

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