Domestic big brands flock to cross-border e-commerce

Look forward to cross-border e-commerce, more talents are flocking into this field!

Say goodbye to the old and welcome the new! At the beginning of the new year, people often start to implement new plans. As the money-making ability of cross-border e-commerce has become known to more people, many companies have announced that they will enter the cross-border market in 2025, or increase their cross-border investment, including some major domestic brands.

Too popular! Domestic brands flock to cross-border e-commerce

The popularity of cross-border e-commerce has soared in the past two years. Whether it is executives of large companies or domestic brands, they all regard cross-border e-commerce as their second growth curve!

In fact, the national brands we are familiar with, such as Xtep, Hongdou, Heilan Group, Mlily, Ecovacs, Bosideng, Semir, Konka, and XGIMI Technology, have already laid out this track and achieved good results. Among them, XGIMI Technology is a typical and excellent representative. In 2024, XGIMI Technology accelerated its international market expansion. In the first half of 2024, its overseas revenue reached 450 million yuan, a year-on-year increase of 28%. According to data from Luotu Technology, XGIMI's shipments continued to rank first in the global home projection market.

In 2025, more talented people will enter the cross-border e-commerce track!

"My friend is a long-time Huawei employee. He will resign after the Spring Festival and start working for Amazon on his own!"

"University graduates from Tsinghua University are also starting cross-border e-commerce businesses."

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There have been more and more similar voices in recent times, which shows the popularity of cross-border e-commerce. In addition, some well-known domestic brands are also preparing to deepen their cross-border business.

BESTEK focuses on smart controllers and smart products. Smart controllers are mainly used in lithium batteries and motor control, and are expanding into smart homes, automotive motors and other fields; smart products are downstream extensions of smart controllers, mainly including smart lighting, smart security, floor care tools and other products.

In December 2024, Bestek publicly stated that it had invested in a cross-border e-commerce company and worked with it to focus on promoting the overseas export of its air pump series products, strengthen the cross-border e-commerce collaborative strategy, and vigorously explore potential markets.

This can be seen as an important signal that Besteck will increase its investment in cross-border e-commerce in 2025. It is understood that Besteck has tried cross-border e-commerce in the past two years, and its air pump series products have achieved significant sales feedback on the Amazon platform in 2024.

JuRan Smart Home (formerly JuRan Home) is a national brand. In January 2025, the head of international business of JuRan Smart Home Group stated that it will enter the Southeast Asian e-commerce platform Lazada and open an online brand flagship store for overseas local stores; at the same time, it will continue to attract more home furnishing brands to Lazada.

It is understood that this is the first cross-border e-commerce cooperation project after JuRan Zhijia clearly identified going overseas as one of its three major strategies for 2025.

In 2024, JuRan Smart Home said: In the future, the company will accelerate its international layout and complete the layout of physical store chains in most countries in Southeast Asia within 5 years. It will continue to promote the internationalization of "Dongwo" and expand its cross-border e-commerce business.

Runben shares is mainly engaged in the research and development, production and sales of mosquito repellent and personal care products. At present, it has formed three core product series: mosquito repellent products, baby care products, and essential oil products. At the beginning of 2024, Runben shares announced that it would deploy cross-border e-commerce business. Some time ago, Runben shares stated that it had officially opened a store on the Amazon e-commerce platform in October 2024.

Global online demand for personal care products continues to soar. Runben shares will be launched on Amazon at the end of 2024, and cross-border e-commerce revenue may make significant progress in 2025.

Cross-border e-commerce is developing rapidly! Sellers are quietly making money in the incremental market

The above-mentioned companies are only some of the representatives that will increase their cross-border e-commerce layout in 2025.

More and more players are pouring into cross-border e-commerce, sharing the same pie, which brings a series of challenges. In recent years, there have been endless comments such as "cross-border e-commerce has entered the stage of stock competition" and "cross-border e-commerce is a game of capital". However, those in the industry know that cross-border e-commerce still contains unlimited business opportunities.

"The threshold for cross-border e-commerce is indeed rising, but new opportunities are coming as expected. More and more sellers are coming in to help expand the market, and the product pie will become bigger and bigger. On the one hand, not all consumers' needs have been met, and on the other hand, the platform has been expanding to more and more different types of consumers. At the same time, the proportion of e-commerce in the entire retail industry is not high, and there is still a lot of room for growth." Many industry insiders said.

Een.com learned that as consumers' online shopping trend continues to rise, global e-commerce application downloads will increase again by 5.6% to 6.5 billion times in 2024 .

Chinese sellers continue to make new achievements in the vast overseas online market. Official data show that in 2024, new products and new formats will continue to emerge in China, the amount of "new" in foreign trade will continue to increase, and more new products with high-tech attributes will accelerate their export. The export of electric vehicles, 3D printers, and industrial robots has increased by 13.1%, 32.8%, and 45.2%, respectively. The import and export of new formats of cross-border e-commerce reached 2.63 trillion yuan throughout the year, 1 trillion yuan more than in 2020. Domestic brands have attracted countless fans, and the proportion of China's exports has increased by 0.8 percentage points year-on-year to 21.8%. Domestic fashion brands have swept the world with a "Chinese style".

In terms of 3D printers , overseas brands such as Creality, Bambu lab, Anycubic, ELEGOO, Flashforge, Flsun, Phrozen, Ankemmake, Snapmaker, SOVOL, Qidi Tech, Voxelab, Tronxy, Uniformation, Peopoly, GEEETECH, Raise3D, and Artillery 3d have all achieved remarkable results in overseas markets.

As a cross-border e-commerce giant, Amazon carries the globalization dreams of many Chinese brands. It is understood that from January 1 to October 31, 2024, the sales of Chinese brand sellers on Amazon achieved a year-on-year growth of nearly 30%.

In addition to brands, a large number of white-label sellers are also actively developing overseas markets. At the same time, Chinese e-commerce platforms continue to soar in overseas markets. Taking the low-cost e-commerce platform Temu as an example, Sensor Tower data shows that Temu's downloads increased by 69% month-on-month to 550 million times in 2024, and the global cumulative downloads were close to 900 million times as of December 2024. Not only did it top the overall mobile application download list in more than 40 countries, it was also the "double " champion of the global e-commerce application download list and growth list . Thanks to Temu's huge success in overseas market promotion, e-commerce application downloads in Latin America, Southeast Asia and Japan increased by more than 20%.

Stock markets such as Europe, the United States and Japan have always been the main battlefield for cross-border sellers. However, in just two years, overseas sellers have also set their sights on emerging markets such as Latin America and Southeast Asia. Amazon's global store opening data shows that from January 1 to October 31, 2024, the sales of Chinese sellers on Amazon's emerging sites increased by more than 60% year-on-year. Related platforms are frantically recruiting Chinese sellers. It is understood that Amazon will open its twentieth site to Chinese sellers-the Irish site. Takealot, the leading online retail platform in South Africa, Hepsiburada, the largest e-commerce platform in Turkey and Eastern Europe, and eMAG, the largest e-commerce platform in Southeast Europe, are also working hard to attract Chinese sellers to settle in.

How many well-known cross-border sellers will emerge in various markets and subcategories in 2025? We will have to wait and see.

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