Traditional foreign trade enterprises expand across borders, with annual sales exceeding US$500 million

As a rigidly needed product, home textile products have huge business opportunities in the overseas market. Bedding, kitchen and dining supplies, living room decorations, bathroom supplies, etc. are continuously being "snatched up" by overseas consumers. The wide variety of home textile products and the changing trend of consumer demand bring endless opportunities for differentiation and innovation to relevant sellers.

Taking advantage of China's textile industry, a number of traditional foreign trade enterprises have actively developed cross-border e-commerce and successfully made a name for themselves overseas. Shangbai Global is one of the outstanding representatives.

No. 1 in Amazon categories! Shangbai Global's monthly sales of multiple products exceed 10,000

At the 2024 Amazon Global Store Opening Cross-border Summit, Bedsure, a brand under Shangbai Global, won the 2024 Amazon Most Valuable Brand Award! In 2023, Bedsure also returned with a full load and successfully won the "Amazon 2023 Green Sustainability Award".

In addition, Bedsure has won many honors, such as being listed in the "2023 MeetBrands China's New Global Consumer Brand List" ; its two innovative products - drawstring flannel and lambskin wear blanket won the Good Housekeeping 2024 Best Bedding Award. This is the third consecutive year that Bedsure has won the Good Housekeeping Best Bedding Awards...

Bedsure, which is now "full of glory", started its cross-border e-commerce journey as early as 2015. At that time, cross-border e-commerce was in a wild growth stage, and white-label and wholesale products were prevalent. However, Shangbai Global had already realized the importance of branding at that time and established the Bedsure brand, focusing on selling home textile products such as sheets, duvet covers, quilts, blankets, pillowcases, etc. It can be said that the products sold basically meet consumers' demand for home textile products. Bedsure products are exported to many countries and regions such as North America, Europe, and Japan, achieving a compound growth rate of more than 100% for five consecutive years.

Yienjun learned that Bedsure has focused on localized development since its inception, conducted in-depth research on American style, and promoted improved products by digging deep into consumer feedback. For example, in 2024, the brand launched the Breescape balanced cool series of products for "hot sleepers". Once the product was launched, it was widely popular and quickly entered the top 3 in the market segment.

Bedsure has been developing steadily by adhering to the development strategy of brand development and in-depth research and development of products based on consumer needs . In 2020, the epidemic boosted online sales, and Bedsure, which had accumulated a lot of experience, took off. Its revenue successfully entered the 100 million US dollar club, and its sales increased by more than 10 times year-on-year.

In the following period, Bedsure will continue to make efforts and constantly create sales miracles: in 2021, Bedsure became the TOP No. 1 player in the field of Amazon's overseas brand home textiles; in 2023, Shangbai Global's brand revenue exceeded 500 million US dollars; from January to October 2024, the Bedsure brand word search volume increased by more than 339% year-on-year, and the brand popularity and market recognition continued to rise. It is expected that sales in 2024 may reach the 700 million US dollar mark.

Amazon is the earliest cross-border e-commerce platform that Bedsure entered, and it is also one of the main channels for revenue. Bedsure is now a unicorn in the field of Amazon's cross-border e-commerce home textiles . It has been the number one in the Amazon US bedding category for many consecutive years. It is also one of the first sellers in many emerging categories of Amazon sites, firmly occupying the top position in the category.

Bedsure's pillowcases, blankets and other products have monthly sales of more than 10,000 pieces. For example, a 100% bamboo viscose cooling sheet set continues to sell well due to its breathability, moisture absorption and sweat absorption and easy care features. Another flannel fleece blanket is almost always ranked first in the Amazon category...

In addition to the Amazon platform, Bedsure has also opened stores on e-commerce platforms such as Walmart, SHEIN, and TikTok Shop, and has its own independent website. After entering the TikTok Shop channel in 2023, Bedsure ranked among the top three in the home textile category in just two months, and the overall GMV growth during the "Black Friday" promotion in the United States in 2024 was more than 3 times.

Building a brand matrix, excellent transformation of traditional foreign trade enterprises

Bedsure is the main brand of Shangbai Global. In recent years, Shangbai Global has focused on brand matrix construction and has successively launched the high-end light luxury sub-brand Double Stitch and the pet home textile brand Lesure.

It is understood that Shangbai Global launched Double Stitch, a high-end brand mainly targeting young people, in 2023. It uses high-priced fabrics such as Chinese silk to make its products more comfortable. After continuous efforts, Double Stitch has successfully made a name for itself in the high-end market, and the brand word search volume has increased 20 times compared to the initial stage.

Lesure, a pet brand , as its name implies, provides pet home textiles that match the family style for pet owners. European and American consumers, especially young people, love pets such as cats and dogs. Lesure accurately caters to the shopping needs of these consumers, quickly gaining popularity, and now ranks first in the pet sub-category.

"Whether it is the pet category or high-end products, they are doing very well!" Many industry insiders commented on Shangbai Global.

Shangbai Global’s success in winning recognition from its peers and overseas consumers is closely related to its parent company Tianyi Industrial Group’s deep involvement in the supply chain.

Tianyi Industrial Group was founded in 1979. It is a long-established leading textile enterprise in Wuxi and one of the outstanding players in the transformation from traditional foreign trade enterprises to cross-border e-commerce. Relying on the rich supply chain resources and accumulated experience of its parent company, Shangbai Global has been able to make a name for itself overseas more quickly.

The overseas market for home textile products is vast!

After years of development, China's home textile industry has obvious competitive advantages over other countries and regions. It has formed the Dieshiqiao furniture and bed sheet industry belt in Nantong, Jiangsu; the Keqiao curtain, shower curtain, blackout curtain industry belt in Shaoxing, Zhejiang; the Hangzhou quilt, duvet, pillow industry belt in Zhejiang; the Pujiang quilt industry belt in Jinhua, Zhejiang; and the Qingdao linen product industry belt in Shandong.

Data shows that the global home textile market size is US$124.72 billion in 2023, and is expected to grow at a compound annual growth rate of 6.0% from 2024 to 2030. The United States and Europe are the largest home textile consumption regions, accounting for 60% of the global home textile import market.

In recent years, more and more traditional foreign trade companies have set their sights on the development potential of cross-border e-commerce and have focused on its layout. The vast development space of the online home textile market is giving birth to a large number of home textile sellers, such as Mingyuan Creative and Xuri Group, including Shangbai Global.

With the development of social environment, consumers pay more and more attention to the sleeping environment and the quality of home life. The replacement frequency and consumption level of home textile products have a long-term trend of gradual improvement. In addition to the basic warmth-keeping characteristics, home textile products have added additional characteristics such as beautiful design, soft touch, antibacterial and anti-mite, and green environmental protection. With the continuous changes in consumers' consumption willingness, consumption patterns, and consumption methods, the value demand based on lifestyle and cultural levels has become increasingly strong, and the value of rational consumption has also made consumers pay more and more attention to quality and brand. Factors such as health, comfort, beauty, technological content, low carbon and environmental protection play an important role in consumer decision-making.

Changes in consumer demand have undoubtedly brought more possibilities for home textile players to stand out.

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