Amazon launches Project Mariner

September 23, 2021, Shanghai - Amazon Advertising and Amazon Global Selling jointly launched the "Sailor Plan", which uses a series of short videos to focus on the journey of Chinese brands to ride the wind and waves, expand overseas markets, and establish international brands. It uses the real life of cross-border people to present the opportunities and challenges, persistence and hard work, exploration and breakthroughs, struggle and growth encountered by Chinese brands on their overseas journey. The series of short videos will be officially launched on major platforms such as Weibo, Douyin, WeChat Video Account, and Bilibili from September 29. The launch conference of the "Sailor Plan" was also held in Shanghai today. Representatives of the three Chinese brands participating in the filming, Tineco Smart, usmile, and WenJian Medical, attended the event and shared their unknown overseas experiences behind the filming.

The booming export cross-border e-commerce has created many new opportunities for Chinese brands to go global. This is not only based on the needs of the younger generation overseas to discover, try and experience new brands, but also benefits from the new brand marketing model promoted by cross-border e-commerce. However, building a global brand is a long-term process. Enterprises will inevitably experience different tests and need to constantly explore, innovate and try to succeed. The "Sailor Plan" is aimed at those Chinese brands and cross-border people who dare to innovate and explore. By truly presenting their overseas experiences, it attracts and encourages more and more high-quality Chinese brands to join the ranks of building global brands, thereby promoting "Made in China" and "Chinese brands" to shine on the international stage with a new look.

Tineco Smart, usmile and WenJian Medical come from Suzhou, Guangzhou and Shenzhen, three cities with significant manufacturing bases and foreign trade advantages, respectively. They represent three completely different industries and are at different stages of their overseas expansion. As an intelligent technology innovation company, Tineco is committed to the field of high-end smart home appliances and has strong product innovation capabilities. After just a few years of listing on Amazon, many of its star products have become Amazon's Choice. However, there are still many problems to be solved before it can become a world-renowned brand. For example, how to effectively use Amazon advertising to attract traffic and build a brand is a topic that its team continues to explore. With its deep insight into consumers and product innovation, usmile has achieved impressive sales performance and a good reputation in the domestic oral care field within five years of its establishment. However, its overseas expansion journey has just started from scratch, and the road ahead is full of countless unknown challenges. WenJian Medical, a benchmark company for the export of medical consumables with a 30-year history, is facing the challenge of how to move from OEM to independent brand through Amazon, enhance brand awareness, and open a new chapter for Chinese national brands overseas at the node of its 30th anniversary of development.

After half a year of close tracking and filming, "Sailor Plan" will vividly present the different scenarios of these brands' unremitting exploration when facing unfamiliar international environments, different consumer habits and preferences when "going global". Whether it is the brand founders who work hard for the overseas strategy, or the grassroots operators who work all night to prepare for Amazon Prime Day; whether it is the cheers of "overseas people" when the performance exceeds expectations, or the process of facing difficulties, peeling away the cocoons and finding the pain points, and seeking breakthroughs again and again, these are the real marks left by Chinese brands in the process of cross-border overseas expansion.

Starting from September 29, every Wednesday at 12 noon, the video will be updated and simultaneously posted on Weibo (@Sailor Plan), Douyin, WeChat Video Account, Bilibili and other mainstream platforms Amazon Advertising official account (@Amazon Advertising), as well as the official Amazon Advertising website. You can also follow the official Amazon Advertising WeChat account, Amazon Global Store official WeChat account and Douyin account (@Amazon Global Store) for more information.

Amazon's advertising business is committed to providing Chinese sellers and brands with a full-domain brand building solution to help them grow their business and build global brands. Amazon's advertising products cover different scenarios of the consumer decision-making journey. While helping consumers discover new products and new brands, sellers have the opportunity to interact with consumers as much as possible, thereby promoting product sales and further building brands, including "Brand Flagship Stores", "Posts", "Follow", "Product Promotion", "Brand Promotion", "Display Promotion", "Amazon OTT and Online Video", and "Amazon DSP".

Amazon Global Selling is committed to helping Chinese sellers develop export businesses, expand global markets, and build international brands. Since entering China in 2015, hundreds of thousands of Chinese sellers have joined the project, and Amazon's 17 major overseas sites have been opened to Chinese sellers. Through global selling, Chinese sellers can sell goods to more than 300 million active users of Amazon worldwide, including more than 200 million Prime members, and more than 5 million Amazon commercial purchasing customers in the United States, Europe and Japan. Amazon's 185 operating centers around the world can help Chinese sellers sell their products to more than 200 countries and regions in the world.

Pay attention to "Sailor Project" and witness the brave "sailors" sailing with the wind!

Amazon Platform