Squeezing into Amazon's top 1! The peak season for big sales is coming

While Amazon sellers have not yet recovered from the dismal performance of Black Friday and Cyber ​​Monday, Levo Black Friday has already delivered satisfactory results, which is inseparable from its investment in independent websites and marketing.

Lechuang Holdings achieved outstanding results in “Black Friday and Online Monday”!

Recently, Lechuang Co., Ltd. reviewed the sales of "Black Friday and Online Monday". It is understood that Lechuang's sales performance on "Black Friday" this year was very good, with an increase of more than 80% in online omni-channel sales year -on-year . Moreover, in the current 100 rankings of height adjustable tables on the Amazon platform , Lechuang's "FLEXISPOT" self-owned brand ranked first .

The number of visits to Leckey's various channels has also been growing. It is reported that during the " Black Friday Cyber ​​Monday " period, the number of visits to the entire platform increased by 62% year-on-year, and the conversion rate increased by 23% year-on-year. In addition, the ARPU of users on the entire platform increased by 8.45% year-on-year. Not only is the number of visits to the platform increasing, but the increase in average order value has also enabled Leckey to achieve good results in "Black Friday" sales.

This year's Black Friday online sales in the United States reached $8.9 billion, a slight decrease compared to last year's sales of $9 billion. Despite the unsatisfactory market environment, Levo still achieved relatively impressive results.

Although Lechuang suffered a certain loss in the first quarter of this year due to initial operations, the company's business has turned losses into profits since the second quarter. Public data shows that the company's revenue in the first half of this year exceeded 1.397 billion yuan, an increase of 120.68% over the same period last year; the operating income in the third quarter reached 703 million yuan, a year-on-year increase of 19.97%. In the first three quarters, Lechuang's operating income exceeded 2.1 billion yuan, a year-on-year increase of 72.27%.

With sellers complaining that business was “down” on Black Friday this year , how did Levo manage to move forward against the wind, achieving a continuous increase in platform visits, a year-on-year increase in average order value, and a continuous improvement in year-on-year sales data?

Independent site sales accounted for 58.3% of Black Friday sales !

In addition to being deployed on multiple platforms such as Amazon and Walmart, independent sites are an important part of Leckey's revenue, and this year's Black Friday performance was even more impressive.

During this year's Black Friday, the total sales of Leckey's global independent sites increased by more than 160%, and the sales amount of independent sites accounted for 58.3% of the total. The awareness of the independent brand Flexispot has increased significantly, and the number of people who placed orders on the independent site during Black Friday reached several thousand. User visits increased by 62% year-on-year , of which the traffic of the independent site increased by 200% year-on-year, the conversion rate of the entire platform increased by 23% year-on-year, and the conversion rate of the independent site increased by 34% year-on-year.

Compared with other channels, independent websites have made an important contribution to this result. It is not surprising that Lechuang’s independent website has achieved such outstanding results. Independent websites have always been an important strategic layout of Lechuang, and their revenue share has continued to increase.

In the third quarter report released by Lechuang this year, the company's independent station business sales increased by 366.42% year-on-year . In the 2020 financial report, the company's independent station sales increased by 580.64% year-on-year.

The fact that Levo has achieved such a brilliant result is naturally inseparable from the independent website. In the operation of the independent website, building a brand image is the most critical part.

To this end, LEACHO has continuously strengthened its innovative R&D and lean manufacturing capabilities for new product categories, and based on its in-depth insights into market users, it has continuously iterated its products, achieving the harmonious and parallel development of TOB and TOC. At the same time, LEACHO has also continued to expand its overseas warehouse business, improving its bargaining power in the entire value chain, better enabling its brands to go global, and also having a positive effect on LEACHO's cost optimization.

In addition to Leckey's investment in independent websites, this achievement also benefited from the overall environment of independent websites. During the Black Friday and Cyber ​​Monday period, independent brand stores supported by Shopify achieved global sales of up to $6.3 billion. The president of Shopify also said, " Consumers' support for independent brands has reached an unprecedented level ."

As a leading cross-border e-commerce company, the marketing model behind Lechuang has also attracted the attention of many sellers. In addition to the main driving role of the independent website, Lechuang successfully "went viral" in October this year with the video of "Mr. He".

Multi-channel layout, skyrocketing value

In the video titled "I Made the Product That Apple Abandoned" released by UP host "Mr. He", he demonstrated his own product, Air Desk. Because the desktop is made of glass, you can clearly see the appearance of each panel and component inside the desktop. A teacup placed on it can move automatically, and a mobile phone can be charged on it. It is full of the style of modern smart office.

The video quickly became popular online, and was called "the most expensive video in the world" by many netizens. It was played over 10 million times on Weibo, and 17.8 million times on Bilibili. The sponsor Lechuang's share price soared 13.51% the next day, and its market value reached 4.576 billion, an increase of nearly 550 million. Many people probably didn't expect that "a table" and a young UP host could actually leverage such a large market value space.

The commercial cooperation with "Teacher He" not only increased Lechuang's value, but also made its smart brand image deeply rooted in the hearts of the people. This is just one of the excellent examples of Lechuang's marketing model.

Lechuang also made full use of product features and current mainstream marketing trends to set up its own marketing center and use various new media channels to establish a self-operated account matrix. At the same time, Lechuang also cooperated with current Internet celebrities and adopted various forms such as celebrity anchors bringing goods and brand self-broadcasting live broadcasts, which enabled it to achieve all-round traffic diversion.

Since last year, Lechuang has begun to try to cooperate with Internet celebrities and influencers such as Luo Yonghao . During this year's "6.18" period, Lechuang's president even dropped into the live broadcast room and adopted the most popular live broadcast format to sell goods, achieving good sales results.

In today's increasingly hot social e-commerce arena, Lechuang has also taken advantage of the trend, and its multi-platform layout in the social field has become a key link behind Lechuang's success.

After being listed on the Growth Enterprise Market in 2017, Leckey's main products have been ergonomic workstation series products, including linear-drive smart office lift tables, lift study tables, smart computer stands, exercise bikes and other smart products. Its sales model covers domestic and overseas, online and offline diversified sales models, as well as overseas warehouse operation services, accounting for approximately 7%, 34%, 53% and 6% respectively.

In addition, Lechuang also attaches great importance to developing the domestic market. According to the editor, Lechuang used to focus on foreign trade, but now it pays more attention to the domestic market. Since the "618" event, Lechuang has made many arrangements and pilots in developing the domestic market. During the Double 11 period, Lechuang's transaction volume on domestic e-commerce platforms has also been increasing. The growth rate of the Double 11 market: Tmall +8% year-on-year, JD +20% year-on-year.

Not only that, Lechuang has also captured core users through precision marketing and developed offline experience stores. However, Lechuang said that the competition pressure in the domestic market is greater, and it is necessary to consider user channels and gradually enhance consumers' evaluation and trust in the brand.

It is precisely because of this multi-channel layout and marketing model that Levo was able to achieve counter-cyclical growth during this year's Black Friday. This is also an excellent representative case of Chinese brands going overseas, further driving Chinese manufacturing to go overseas.

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