A group of Henan cross-border sellers are emerging!

Henan has seen frequent big sales.

Following popular cross-border e-commerce gathering places such as Guangdong and Shenzhen, Henan is also becoming a new oasis for going overseas.

Taking Zhengzhou as an example, a group of pioneers have taken advantage of the favorable conditions of cross-border e-commerce and have already become top sellers, including Zhiou Technology, Jikeyin, Xiao Moshou, Zhengzhou Mingyang, etc. Most of these giants have annual sales of over 100 million yuan and company teams of hundreds of people.

In addition to the local growth-oriented businesses, Zhengzhou has also attracted the migration of many regional big sellers with its advantages in geographical location, cost, and happiness. For example, Aojie from Shenzhen and Longqi from Xuchang are all rushing to this hot land of Henan.

In Henan, a traditional agricultural province, cross-border e-commerce is also developing rapidly. Data shows that from 2015 to 2023 , Henan's cross-border e-commerce imports and exports will increase from 38.4 billion yuan in 2015 to 237.1 billion yuan in 2023, with an average annual growth rate of more than 25% , among which electrical appliances, clothing, cosmetics and daily necessities account for a considerable proportion of the export volume.

The spark of cross-border e-commerce, which was ignited in Zhengzhou, has now spread to all parts of the province.

Wigs from Xuchang, steel furniture from Luoyang, makeup brushes from Luyi, down jackets from Xinyang, and baby and children's clothing from Anyang, these characteristic industrial belts are not only highly competitive, but also gather a large number of cross-border e-commerce practitioners, and new categories continue to emerge as hot sellers.

With the migration of top sellers and the support of government policies, cross-border platforms have increased their presence in Henan. Earlier, Alibaba went straight to the heart of Henan, and this year, Amazon has also begun to set its sights on Henan, building offices to help integrate cross-border e-commerce with industrial belts.

Henan continues to have big cross-border sales

Henan sellers have also been deeply involved in the energy storage track that has been bet on by big sellers such as Anker, UGREEN, and Aogee, and have successfully broken through.

Zhengzhou Datou Hardware Products Co., Ltd. (hereinafter referred to as "Datou Hardware") is one of the new representatives in the energy storage track. It initially focused on the production of new hardware materials, such as automotive infrared paint lamps, automotive snow chains, high-power inverters and other products.

It was not until 2023 that the company realized the prospects of the energy storage track and officially transformed from auto parts foreign trade to cross-border energy storage. After operating on Amazon for less than a year, it achieved sales of 3 million US dollars.

At present, Datou Hardware has achieved some success in many overseas markets. In the European market, Datou Hardware has become a leading company on Amazon. In the newly established Japanese market, Datou Hardware's sales growth rate has also doubled .

Datou Hardware was able to achieve success in the energy storage field in a short period of time, thanks to its efforts in technology. At the beginning of its business, Datou Hardware spent millions of dollars on research and development, creating products while successfully keeping them away from the low-price dilemma.

In terms of sales channels, Datou Hardware sells its products on Amazon, AliExpress, eBay and other channels. On Amazon, Datou Hardware makes efforts on both the B-end and the C-end, and makes a lot of money through the two major channels. However, relatively speaking, the C-end accounts for a larger proportion of revenue, up to 80%.

On the other hand, the market demand is strong and the energy storage track is in the ascendant. Data shows that the global household energy storage market size was US$7.5 billion in 2020, and it is expected to rise to US$26.4 billion by 2027.

This is also reflected in similar sales. Anker SOLIX, a consumer-grade new energy brand launched by Anker in 2023, has entered the "BrandOS 2024Q3 Top30 Industrial Manufacturing Overseas Brand Social Media Influence List", and many of its products have entered the top of Amazon's category BS list.

Huabao New Energy, which has been in the market for a long time, has also achieved remarkable results. In the first three quarters of this year, Huabao New Energy's total revenue was 2.133 billion yuan, a year-on-year increase of 35.02%. Its generator Jackery Explorer 300 also won the sales champion in the same category on Amazon.

Datou Hardware is just a microcosm of the development of cross-border e-commerce in Zhengzhou. It also gathers a large number of cross-border sellers in many categories such as home furnishings and glasses.

Zhiou Technology was founded in Zhengzhou in 2010 and listed on the Shenzhen Stock Exchange's ChiNext in 2023, becoming the "first stock" in cross-border e-commerce in Henan's home furnishing industry.

As a veritable Amazon bestseller, Zhiou Technology owns three major product brands: home furnishing brand SONGMICS, style furniture brand VASAGLE and pet home furnishing brand Feandrea, and ranks first in the home furniture category rankings on multiple sites.

At present, Zhiou Technology has expanded from the Amazon platform where it initially focused on to platforms such as OTTO, Temu, Target, and TikToShop, also contributing new growth points to its performance growth.

Data shows that in the first three quarters of this year, the company's revenue was 5.728 billion yuan, a year-on-year increase of 38.49%. This outstanding performance continued during this year's Black Friday and Cyber ​​Monday shopping festival.

On Amazon ( SC+VC), Zhiou Technology's overall sales increased by 42.14% year-on-year compared to last year's Black Friday Cyber ​​Monday shopping festival. Google Trends data shows that the search popularity of Zhiou Technology's three major brands continued to rise during Black Friday, with a clear growth trend.

Initially entering overseas markets with the European market, and after occupying a considerable market share, Zhiou Technology is now vigorously expanding into emerging markets such as North America and Mexico.

Last year, the company established a North American KA team, and within a year, it won orders from three KAs including Target, and launched on Wayfair, Walmart, Target and other platforms. In the same year, Zhiou Technology successfully entered Mexico and settled in the South American e-commerce platform Mercado Libre.

However, in terms of the products launched through the channels, Amazon has three sub-brands running in parallel, while Wayfair focuses on large furniture with higher unit prices, and SHEIN mainly sells jewelry cabinets, trash cans, storage racks and other products.

Jikeyin was founded in Zhengzhou in 2017 and is an e-commerce company controlled by Xiamen Jihong Technology Co., Ltd. It initially engaged in export business as a B2B cross-border service provider, and later began to enter the cross-border e-commerce business relying on the company's overseas marketing resource advantages.

With the independent station model based on social e-commerce "goods find people", the company has extended its tentacles to Southeast Asia and the Middle East, some regions with relatively low logistics maturity and online e-commerce penetration.

The company chooses daily necessities with high user demand as its main categories, such as home necessities, outdoor sports, beauty and personal care, electronic appliances, and high-end shoes and clothing, and then sells tens of thousands of products to Southeast Asia and other regions.

In just six years since its establishment, Jikeyin’s revenue has grown from 215 million yuan to 4 billion yuan, making it a leading social e-commerce company in Asia.

At present, its company team is scattered across the country. For example, Zhengzhou is mainly responsible for daily operations and technical personnel; Kunming, Qingdao and other places have recruited talents in small languages ​​such as Thai and Korean to engage in marketing and customer service; Beijing has reserved a large number of IT technical talents.

Zhengzhou Xiaomoshou E-Commerce Co., Ltd. was established in 2017. Relying on a small pair of glasses, it has made a breakthrough in the eyewear market in just three years and has now become the number one brand in the eyewear vertical category.

Initially , Little World did not choose to focus on Amazon, but instead built its own independent website for sales from the very beginning , starting with prescription glasses and later expanding to fashion glasses. The unit price of its products ranged from US$7 to US$40.

Data shows that Zeelool's brand website zeelool.com can achieve annual sales of 25 million to 50 million US dollars. Today, Zeelool also performs well on Amazon. One of its classic eye-shaped frames has received nearly 2,000 reviews on Amazon, with a score of 4.5 points.

Zhengzhou Mingyang Window Decoration Technology Co., Ltd. was founded in 1994. In the 30 years since its establishment, it has mainly focused on the production of rainbow blinds, rolling blinds, hundred blinds and other series of sunshade products, while also expanding into the field of self-made spare parts. Its products are sold well in more than 40 countries and regions including the United States, the United Kingdom, and France.

As a leader in the domestic finished curtain export industry for more than a decade, Zhengzhou Mingyang's annual output has exceeded 10 million pieces for many consecutive years, and its sales have been rising year by year. In 2023, its annual revenue reached 347 million yuan.

It was precisely in 2023 that the company began to enter the field of smart home and actively developed smart curtain accessories. The smart curtains such as light control, voice control, and scene control developed by it were very popular among consumers.

Since then, the company has also transformed from the initial OEM to ODM and then to OBM, successfully transforming into a cross-border C-end. In the same year, Zhengzhou Mingyang applied for the listing and public transfer of its shares on the National Equities Exchange and Quotations for Small and Medium Enterprises, and is now in a "listed" state.

In fact, it is not just the above-mentioned enterprises, but also many cross-border e-commerce enterprises in Zhengzhou are developing rapidly, such as Henan Yinhua Ruijin, which mainly deals in clothing and accessories, Yisel, which specializes in wireless communication optical instruments, and Green Boat Gardening, which specializes in gardening utensils and interior decorations.

In the Amazon Henan seller rankings, the top 10 sellers have basically no duplicate products, including timer sockets, mobile phone films, reading glasses, brand names, storage racks, intercoms, remote controls, disposable masks, electrical components, and knee pads.

Relying on multiple advantages such as large scale, low price and high quality, they export more Henan products to overseas countries. Even with the development of the cross-border e-commerce industry and the introduction of a series of local policies to support the development of cross-border e-commerce, more and more traditional foreign trade companies have begun to transform into cross-border e-commerce.

Cross-border sales in those industrial belts

Datou Hardware, Zhiou Technology, Jikeyin, and Zhengzhou Mingyang are all excellent representatives of Zhengzhou's cross-border e-commerce exports. In addition to Zhengzhou, Henan also has many characteristic industrial belts such as wigs, steel furniture, and makeup brushes, where many top sellers are located.

Xuchang Wig Industry Belt

With a hair clip, you can have a flowing ponytail with a curled ponytail, and with a hair press, you can have a high forehead that modifies your face shape. The key is that it only costs a few dozen yuan, which has successfully made Xuchang's wig industry belt lively.

As one of the main production bases of wig products in China, 6 out of every 10 wigs in the world come from Xuchang, Henan. In Europe and the United States, wig products are growing rapidly at a rate of 300%. On average, one "Made in China" wig is sold every 2 seconds worldwide.

"During the peak season of autumn and winter, we receive about 30,000 orders a month," said a person in charge of Xuchang Longying Industrial. Unlike in China, Europeans and Americans have a variety of hair colors, and they prefer to buy bright and individual wigs such as golden and light yellow.

Data shows that in 2023, Xuchang had more than 700 hair products companies with import and export data, with a cumulative import and export volume of 19.69 billion yuan. The local area has 109 independent brands and 645 overseas registered trademarks.

Rebecca is one of the representative cross-border sellers of Xuchang wig exports. It was successfully listed on the Shanghai Stock Exchange in 2003. In addition to being sold on AliExpress and Amazon, its products have also expanded to channels such as TEMU and SHEIN.

In order to cater to people with different purchasing power, Rebecca has created three wig brands: low-end, mid-range and high-end . SLEEK is the No. 1 hair product brand in Europe, NOBLE is the No. 1 high-end wig brand in Africa, and SINA MODEL is the No. 1 high-end brand in North America.

Relying on the wig business, Rebecca achieved a revenue of 574 million yuan in the first half of 2024. However, Rebecca's online operation capabilities are not high, and it is not even as good as UNice , which also originated in Xuchang . In 2021, online sales were only 10%.

On the other hand , UNice once ranked second in the "BrandOS 2022 Q3 Overseas Brand Social Media Influence List", second only to SHEIN. Currently, it has millions of fans on multiple social media channels, and its independent website unice.com has more than one million visits per month.

As a leader in high-end wigs in Europe and America, UNice's product prices range from US$100 to US$400. At first, the company was mainly engaged in B2B wig wholesale, but after discovering the rising demand for purchases from individual users abroad, it switched to B2C and then built its own independent website.

Ruimei Zhenfa initially relied on offline store sales. In 2014, the company established an e-commerce division and entered platforms such as AliExpress, Alibaba and Amazon. Today, the company can complete more than 1,000 orders every day, and its turnover has also increased significantly.

Luoyang Steel Furniture Industry Belt

The prototype of Luoyang Pangcun's steel furniture industry was first established in the 1980s, when a safe was made in a small workshop, which gradually developed into a small factory. Today, after decades of development, it has become China's largest steel furniture production base.

There are more than 140 steel furniture companies in the local e-commerce sales team , and their products are exported to the EU, North America and other places, with an annual output value of up to 18 billion yuan and an export volume of over 2 billion yuan. Among Luoyang's cross-border e-commerce companies in the North American market alone, steel furniture companies account for 60% .

Data from the General Administration of Customs of China show that in the first two months of this year, China's exports of furniture and parts reached 84.69 billion yuan, of which Pangcun's furniture companies received foreign trade orders worth more than 300 million yuan.

However, initially, local companies mostly exported their products overseas through OEM. But in recent years, changes have emerged in local companies: a group of furniture companies have reaped great rewards overseas by relying on Amazon.

Luoyang Shuangbin Office Furniture Co., Ltd. is one of the representative local enterprises. It tried cross-border e-commerce in 2021 and received an overseas order of over 100,000 US dollars in 2022. In the same year, Shuangbin Company began to cultivate two private brands and obtained the BS label in 2023.

"After three years of working on Amazon e-commerce, the scale of the factory has increased more than 10 times," said the person in charge of Shuangbin Office Furniture. Before entering Amazon, Shuangbin's annual sales were only 40 million yuan.

It is understood that Shuangbin Office Furniture has won large orders through corporate purchases on the one hand, and connected with C-end consumers through its brand on the other. Under the dual channels of 2B and 2C, Shuangbin Office Furniture has now grown into the top brand of metal office cabinets on Amazon. Its brand Yizosh has increased its sales by 1000% in just one year since its launch.

Henan Gangmei Technology Co., Ltd. is also one of the representative enterprises of the contemporary era. Benefiting from Amazon Enterprise Purchase, the company began to test the cross-border business in 2019, and its annual turnover increased from more than 10 million yuan to nearly 100 million yuan last year.

Xingdu Company mainly produces security lockers and safes . Initially, it focused on domestic e-commerce, but with limited profit margins, Xingdu Company began to focus on Amazon. In 2021 , Xingdu Company officially entered Amazon. After more than three years , Xingdu Company has grown into the TOP1 seller in the security storage category .

Knowing that European and American customers disliked the small size of security lockers, the company developed a detachable security locker. Not only is it small in size and can be disassembled, it also costs only more than 100 US dollars. It was recognized by many customers. In the end, this product became an instant hit and many peers followed suit.

The European and American markets have a great demand for steel office furniture, and prefer larger products. Swing doors and high handles are more popular among local consumers. However, Japan is restricted by local conditions and prefers to buy space-saving furniture. Compact steel furniture with sliding doors is very popular locally.

It is not difficult to see that local steel furniture companies are well aware of the preferences of overseas consumers. However, it should be noted that Luoyang's industrial belt is not only about steel furniture, but also cloth shoes, motorcycles, etc. are going abroad and shining.

Luyi County Cosmetic Brush Industrial Belt

A small makeup brush drives the economic development of a region. Luyi County in Zhoukou, famous for its "beauty industry", produces 85% of the world's artificial hair. Its makeup brush production accounts for half of the country's total, with an annual output value of 5 billion yuan, making it a veritable "hometown of makeup brushes in China."

Data shows that there are 163 cosmetic brush enterprises above designated size in Luyi County , with annual sales exceeding RMB 10 billion. This inland agricultural county has also worked as an OEM for international brands such as Chanel and L'Oreal.

However, compared with OEM orders, the profit is so meager that it is only a few yuan, while after creating one's own brand, the profit can be increased to about half, which in turn has spawned many companies with their own brands.

Zonia Cosmetics Co., Ltd. is one of the representatives. It joined Alibaba International Station in 2019. The transaction volume generated that year accounted for 60% of the company's total turnover, ranking the top two in the same category on the platform. At present, the company has developed two private brands of makeup brushes, "Zoniya" and "Yunying".

In addition, more than 50 local independent brands such as Colina, Huiziman, Lan Meir, and Huazhinuan are also establishing long-term cooperative relationships with more than a dozen internationally renowned brands such as L'Oreal, Chanel, and Estee Lauder.

Zhengyi Industrial Co., Ltd. mainly processes and sells makeup brushes, makeup tools and supporting products. In addition to cooperating with big brands such as Lancome and Chanel, it is also accelerating the creation of the brand Colina. Currently, its annual sales are close to 100 million yuan.

In addition to the industrial belts mentioned above, there are many rapidly developing industrial belts, such as women's trousers and amusement facilities in Zhengzhou, children's clothing in Anyang, measuring tools in Shangqiu, down jackets in Xinyang, etc. These numerous mature industrial belts are also attracting the attention of global consumers.

On the other hand, major cross-border e-commerce platforms have also increased their layout in Henan.

As early as 2008, Alibaba entered Henan and set up offices in Zhengzhou, Xinxiang and other places to increase cross-border e-commerce cooperation with local areas. Data shows that products including dumpling machines, wigs, snack carts, carousels, etc. are at the forefront of Alibaba International Station exports and are favored by local consumers.

Starting this year, Amazon has also begun to expand into Henan Province and has opened an office in Zhengzhou. In the future, it will focus on the development and integration of multiple industrial belts in Henan Province.

In order to help promote products from the inland to the world, the Henan government has also introduced various policies to support cross-border e-commerce. The 2022 "Henan Province's 14th Five-Year Plan for E-commerce Development" will promote measures to build overseas warehouses; in 2023, the "Zhengzhou City's Several Measures to Accelerate the Development of Cross-border E-commerce" will provide incentives and support to enterprises in accordance with relevant foreign trade policies.

It is foreseeable that as Henan continues to increase its support for cross-border e-commerce and strengthen cooperation with the international market, enterprises in Henan's industrial belt are expected to further showcase their talents around the world. In the future, it is believed that more cross-border e-commerce companies will take root and thrive in Henan.

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