A group of cross-border tycoons emerged in Zhejiang

Zhejiang, a region that is not adjacent to Guangdong and Shenzhen, is becoming a new destination for many sellers to go overseas.

There is a saying circulating in the cross-border circle: At least 1 out of 5 Ningbo people is engaged in foreign trade business, and at least 4 out of 5 foreign trade companies are engaged in cross-border e-commerce.

"Let's go back to our hometowns Ningbo and Hangzhou to do cross-border e-commerce!" After more and more people have withdrawn from Shenzhen, the capital of cross-border e-commerce, they continue to engage in cross-border work in Hangzhou and Ningbo.

In addition to the fact that people from Hangzhou and Ningbo have returned to their hometowns to start businesses and local foreign trade companies in Hangzhou and Ningbo have entered the cross-border e-commerce industry, the two places have even attracted a large influx of people from other provinces, with people from Henan, Jiangsu, Anhui and other provinces flocking to these two lands.

As of 2023, there are 63,436 cross-border sellers in Hangzhou, 1,045 cross-border e-commerce companies with a transaction volume of more than 20 million yuan, and 212 cross-border e-commerce companies with an annual transaction volume of more than 100 million yuan. Data from September 2024 showed that the number of cross-border e-commerce sellers in Hangzhou has increased to 63,000, basically reaching the total number of sellers in the whole of last year. At this rate, the number of cross-border sellers in Hangzhou will reach a new high next year.

Ningbo Cross-border E-commerce Comprehensive Pilot Zone has also gathered more than 20,000 cross-border e-commerce companies of various types, and super giants such as TAG Heuer, AOSEN, and Leckey were all born here.

Hangzhou and Ningbo are just a microcosm of the development of cross-border e-commerce in Zhejiang. Jinhua, Wenzhou, Yiwu and other places in Zhejiang also gather a large number of cross-border e-commerce practitioners. Zhejiang's inherent industrial belt advantages and friendly policy advantages in the development of cross-border e-commerce have been directly reflected in various data.

Data shows that Zhejiang was the first province to achieve full coverage of the cross-border e-commerce comprehensive pilot zone, and the scale of cross-border e-commerce exports ranked second in the country. According to Hangzhou Customs, Zhejiang's cross-border e-commerce exports exceeded 250 billion yuan in the first three quarters, a record high for the same period in history, an increase of more than 20% year-on-year.

Zhejiang's well-known players such as Giant Star Technology, Lejia Holdings, Aosen E-Commerce , Kanglaibao , Hangzhou Heguan, Anzhi Holdings, and Carrot are all shining in their respective sub-categories.

A group of cross-border giants have emerged, and Zhejiang sellers are very strong in overseas expansion

Hangzhou Junguan Information Technology Co., Ltd. (Hangzhou Junguan for short) is a super player in the cross-border auto parts field. From focusing on auto parts on the eBay platform at the beginning, to gradually expanding sales channels to Amazon, independent websites, Walmart and other fields, Hangzhou Junguan has done a good job in every step.

In 2014, when the founder was building a cross-border e-commerce team in Wenzhou, the team had less than 5 people, and the company decided to focus on eBay. eBay auto parts category is one of the most advantageous categories on the eBay platform, and the auto parts industry in Wenzhou has a complete industrial chain and industrial cluster. The combination of the two has generated strong energy, and annual sales have been rising steadily.

According to public reports, currently more than half of Hangzhou Junguan's cross-border e-commerce business is conducted on the eBay platform. It is now one of the top 50 companies on the eBay platform in Greater China and has successfully won eBay's "2024 Outstanding Achievement Award".

In the second year of its establishment, the company's annual turnover exceeded 2.6 million US dollars. At that time, cross-border e-commerce still belonged to the era of "distribution is king". Hangzhou Junguan had completed the registration of the overseas trademark MOSTPLUS and began to build its own brand. It now owns multiple overseas brand trademarks such as MOSTPLUS and JONGER. "MOSTPLUS" was successfully selected into the list of well-known Zhejiang cross-border e-commerce export brands. In December of the same year, the company officially joined the Amazon market, and then gradually began to expand the Amazon team to seize the Amazon market. Subsequently, the third-party platform was expanded to the Walmart channel, helping to increase annual sales performance by 50% in 2021.

In 2020, while Hangzhou Junguan continued to develop on eBay and Amazon platforms, it began to explore independent station platforms and achieved a 70% sales growth under the epidemic situation.

It is understood that the Junguan independent station mainly sells car modification parts with novel styles and beautiful appearance. Many of its products are very attractive to consumers who pursue cool individuality. Since its launch, monthly sales have been increasing, and it has achieved profitability in just half a year. It can be said that it has completely broken the "curse" of slow returns caused by the long work chain of the independent station.

Founded in 2011, Hangzhou Anzhi E-Commerce Co., Ltd. (abbreviated as: Anzhi Co., Ltd.) is an outdoor sportswear brand. Its own brand "WantDo" covers more than ten types of sports such as skiing, cycling, running, yoga, mountaineering, swimming, hiking, etc. Its products include sportswear, sports bags, sports accessories, as well as basketball socks, ski socks, sports gloves and other sports accessories, etc.

At present, Anzhi Co., Ltd.'s business markets are mainly concentrated in the United States, Britain, France, Germany, Italy, Spain, Japan and other countries, with tens of thousands of products sold online.

Compared with Arc'teryx, The North Face and other century-old outdoor brands, WantDo is a relatively young brand, but its rich experience in clothing OEM and the support of the Hangzhou Linping Fashion Clothing Industry Belt have made WantDo rise rapidly. The founder's definition of the brand as "commuting outdoor" has further promoted WantDo to stand out among its peers. In 2017, Anzhi Co., Ltd. publicly stated that the company has maintained a stable annual sales growth rate of more than 200%.

In 2013, Anzhi entered the cross-border e-commerce industry, using foreign e-commerce platforms (such as Amazon, eBay, OpenSky, etc.) and its own brand websites as its main sales channels, continuously creating sales miracles and once became the top three sellers in the Amazon clothing category in Greater China. Amazon's global store opening data shows that in 2022, Anzhi's North American sales successfully exceeded 200 million.

Zhejiang Kanglebao Sports Goods Co., Ltd. (Kanglebao for short) focuses on categories such as household sports products and smart sports equipment. It has a number of product lines including basketball stands, table tennis tables, fitness pedals, swings, etc., and its global sales volume ranks among the top.

As a long-established traditional foreign trade enterprise, Kanglebao can provide multi-category, series, one-stop overall solutions for sports equipment for cross-border e-commerce and large supermarkets at home and abroad, and can also cover the differentiated needs of a wide range of family users. In recent years, Kanglebao has continuously expanded its operating channels, focusing on the marketing and services of sports goods brands such as "Sports God" and "IUNNDS", and implementing "overseas + domestic, online + offline" omni-channel operations through "Internet +". Foreign trade exports account for more than 95%, and annual sales exceed 500 million. Revenue in the first half of this year has exceeded 300 million, an increase of about 10%.

In recent years, Kanglaibao's online channel revenue has increased significantly. At present, the company has more than 30 stores on overseas platforms such as Amazon and Walmart, and has expanded overseas operating channels such as Dhgate, TikTok, Facebook, and Google, and has an independent overseas website. Among the top 50 related categories on platforms such as Amazon and Walmart, the company's products have long accounted for about 50%.

After applying for delisting from the New Third Board , Aosen E-Commerce Co., Ltd. ( abbreviated as Aosen E-Commerce ) is currently striving for listing on the A-share market and is currently in the listing guidance period.

Aosom E-Commerce was founded in 2013. It mainly deals in categories such as home furnishings, outdoor, sports, baby toys, and pet supplies . It owns its own brands such as Aosom, Outsunny, and Homcom.

As one of the early Chinese cross-border e-commerce exporters to enter the European and American markets, Aosen E-commerce has already entered multiple third-party international platforms such as Amazon and eBay , as well as localized platforms , and began to proactively test the waters for independent sites as early as 2014. Analyzing the development of Aosen E-commerce , there are new highlights every year, such as the global annual sales exceeding US$100 million for the first time in 2016, the global annual sales exceeding US$200 million in 2019 , and the number of independent sites increased to 13 in 2020 , achieving a 100% doubling of annual sales.

At present, Aosen E-commerce has successfully become a leader in the industry. It is a demonstration enterprise of e-commerce of the Ministry of Commerce, one of the top 100 Chinese cross-border e-commerce companies in 2023 and one of the top 100 digital trade companies in China in 2023 , and has won many honorary awards:

1. Aosen E-Commerce was selected into the “Top 100 List” of China’s Cross-border E-Commerce in 2020 and 2023.

2. The Aosen brand was selected as one of Ningbo’s “225” most competitive foreign trade brands.

3. Aosen E-Commerce was selected as a demonstration e-commerce enterprise in Ningbo.

4. Homcom, Outsunny, PawHut and Vinsetto were recognized as Zhejiang’s famous cross-border e-commerce export brands.

5. Aosen E-Commerce won Amazon's "Well-Prepared Seller of the Year Award".

6. The company's independent website was rated as one of the top 50 popular cross-border e-commerce independent websites in China ; the German independent website aosom.de won the "Trend Shop 2021" award in Computer Bild, the most influential computer professional magazine in Europe.

There are many factors behind the reputation of Aosen E-commerce . In addition to adhering to the branding strategy, localization layout and excellent service are also two points that cannot be avoided. It is understood that Aosen E-commerce has established subsidiaries in 8 countries including the United States, Canada, the United Kingdom, Germany, France, Italy and Spain, with a total of more than 1,200 employees worldwide, of which nearly 45% are overseas local employees . The company has also built a total of 600,000 square meters of self-operated overseas warehouses, providing timely and reliable last-mile delivery and return and exchange services . At the same time, domestic and foreign customer service personnel have no time difference connection, providing customers with a pleasant and convenient shopping experience.

Brands are well-known overseas, Zhejiang cross-border e-commerce has gained popularity

Aosen E-commerce , Kanglaibao , Hangzhou Junguan , and Anzhi are just a few of the outstanding players in Zhejiang's cross-border e-commerce exports. In various subcategories such as clothing, textiles, shoes and boots, outdoor, toys, luggage, hardware, small appliances, and auto parts, Zhejiang has seen the emergence of a number of top sellers.

CAROTE , which was successfully listed on the Hong Kong Stock Exchange some time ago , is a leader in the global kitchenware market . According to the retail sales in 2023, it ranks among the top five in the online cookware industry in major markets ( ranked second in the United States, third in Western Europe, second in Southeast Asia, and third in Japan ). Cookware sets are often listed on Amazon's best-selling product list ; Urbanic, a fast fashion brand under Hangzhou Heguan Technology Co., Ltd. , focuses on the fast fashion women's clothing track, with an annual revenue growth rate of more than 300%, and annual sales exceeding US$300 million; Tonglu Better Culture has gone overseas with its water-dividing pens, with monthly shipments of more than 6 million pens on the Amazon platform, becoming the first "billion-level pen-making enterprise" in the local area...

Under the wave of branding, almost all well-known sellers in Zhejiang have a strong overseas brand. According to the list of well-known brands of Zhejiang cross-border e-commerce exports in 2023, a total of 84 brands in many places in Zhejiang are well-known overseas↓↓↓

Hangzhou: GOLDFAN, Redtiger, WOLFBOX, oridom, bellsal, EAEVER ADVANCED, TILER, REST, TOPENS, Darlly, EAGLE PRO, WANHAO, Cryspool, Jolice Vallee, Allthemen, JOYSTAR, HYLEORY, FLSNT, Gaabor, ICEFACE, LAMEDA, EZARC, L LOVSOUL, Three Geese, Western home

Ningbo: Giantex, VINSETTO, HABUTWAY, CREVENT, HOMGAVA, AOKE, LiangYe, SANXING, Osda, Auertech, LUTEC, PANYI GARDEN, ICUCINA, INFANS, Evergreen, ChicPoint

Wenzhou: Weigang, YUSHI, Taixing, MOES, SENSARTE, SORBO, TONYON, ZOLi, BELLIVERA

Huzhou: QIDA, Shengxin, NE SOLAR, JSHION, TONGCHEM, ANiA Graphics, ZJSF, YONGCHUANG, IPOTEK, JALIFT, KING

Jiaxing: SRKMJ, GINT, WESOME

Shaoxing: Easy-Going, PERSILUX, HENG FENG, Graphics

Jinhua: Umay, JOBO, Flasifyna

Quzhou: Mr. Warm, SMILE Tools, ZEGA and Graphics

Taizhou: ANLU, RONGPENG, Lingben, BOMIN, AIKE, Caogenzi, TOPSUN, DELIIA, NuoSai LIGHTING

Lishui: ROGTZ

Zhejiang's cross-border e-commerce brand expansion overseas has achieved remarkable results. Zhejiang's excellent genes for developing cross-border e-commerce have brought "icing on the cake" effects to enterprises' overseas expansion.

The Zhejiang Provincial Government has issued a series of policies to support the development of cross-border e-commerce. Among them, the Action Plan for Zhejiang Province to Promote the High-quality Development of Cross-border E-commerce ( 2024-2027) proposes that by 2027, the scale of cross-border e-commerce exports in the province will double compared with 2024, there will be more than 15 key counties (cities, districts) with annual cross-border e-commerce transaction volume exceeding 10 billion yuan, more than 10 cross-border e-commerce platforms with annual transaction volume exceeding 10 billion yuan, and international (regional) air cargo and mail throughput will exceed 500,000 tons; strive to double the scale of cross-border e-commerce exports by 2030 compared with 2027. Carry out gradient introduction and cultivation of cross-border e-commerce enterprises, promote traditional industrial and trade enterprises, specialized and new enterprises, commercial and trade circulation enterprises, domestic e-commerce sellers, etc. to carry out cross-border e-commerce business, and add more than 5,000 cross-border e-commerce application entities. Establish a gradient cultivation library, introduce and cultivate more than 80 leading enterprises with annual transaction volume exceeding 1 billion yuan and more than 1,000 sellers with annual transaction volume exceeding 100 million yuan.

It is understood that Zhejiang Province has established a "four-port" linkage mechanism for seaports, airports, land ports and information ports to ensure efficient and low-cost logistics and transportation; and vigorously promotes innovative models such as live streaming to help sellers find new sales, such as the Doudou machine under Hangzhou Mairick Technology, which is popular on TikTok. At the end of 2023, Mairick officially entered the TikTok Shop US area, and in a short period of time, it rushed into the top 10 sales of all categories in the TikTok Shop US area, with cumulative sales exceeding US$7 million.

Traditional enterprises are transforming and going overseas, and the strong backing of Zhejiang sellers is the industrial belt

In recent years, Zhejiang's source factories have accelerated their awareness of creating their own brands, actively embracing the trend of digitalization, stepping out from behind the scenes and entering major cross-border e-commerce platforms. Industry belt players such as Anzhi and Sitang are typical representatives.

As we all know, Zhejiang is a major province in China's foreign trade, with a profound manufacturing base and high-quality industrial clusters. Its clothing, textile, footwear, outdoor, toys, luggage, hardware, small appliances, auto parts and other industrial belts are well-known throughout the country and even the world.

Hangzhou: clothing, textiles, lighting, sanitary ware, footwear, down, umbrellas, rackets, hardware tools, and pen-making industrial belts.

( 1) Linping Fashion Clothing Industry Belt. Nearly 80% of the enterprises in Hangzhou’s clothing industry belt are concentrated in Linping. Linping’s fashion clothing industry has been famous since the Song Dynasty and is still well-known today. It has successfully produced brands such as Evely, Huading, Zhongwang Fabrics, and INXX. Linping has stated that it will strive to exceed RMB 100 billion in the scale of the fashion industry cluster by 2028.

( 2) Tonglu Fenshui pen-making industrial belt. Fenshui Town in Tonglu, Zhejiang Province is known as the "hometown of pen-making in China". There are nearly 900 pen-making and supporting enterprises with an annual output of more than 8 billion pieces and an annual output value of more than 6 billion yuan.

Ningbo: Home appliances, clothing, hardware, outdoor lighting, camping equipment and stationery industry belt.

( 1) Cixi home appliance industry belt. Cixi is one of the four major home appliance bases in China, and is as famous as Shunde in Guangdong, Qingdao in Shandong, and Hefei in Anhui. There are nearly 2,000 home appliance manufacturers and nearly 10,000 supporting enterprises. The products cover more than 30 series and thousands of varieties. Among them, the sales volume of electric irons accounts for two-thirds of the global market share, and the production and export volume of double-tub washing machines ranks first in the country. Well-known brands such as Fotile, Bull, Pioneer, Qinyuan, and Handian were all born here.

( 2) Camping equipment industry belts in Yinzhou, Haishu and Yuyao. Ningbo camping equipment industry belt is one of the largest camping equipment manufacturing bases in China. Brands such as NOK and MOBILE are all based in Ningbo. Taking sports poles as an example, the export proportion of sports poles in Shencun Town exceeds 80%, accounting for about 60% of the global market share.

Jiaxing: Leather, wool sweaters, warp knitting, silk quilts, luggage, home furniture, and fasteners industrial belt.

( 1) Tongxiang Puyuan Town wool sweater industry belt. Puyuan is the place for Chinese wool sweaters, and Puyuan wool sweaters are sold all over the world. Puyuan Town is known as "China's No. 1 Fashion Town", accounting for more than 70% of China's wool sweater sales and is also the world's largest wool sweater distribution center. The town has more than 20 professional wool sweater markets, nearly 5,000 wool sweater companies, and more than 13,000 merchants. The transaction volume in 2023 will exceed 130 billion yuan, maintaining a scale of 100 billion yuan for five consecutive years.

( 2) Haining Leather Industry Belt. Rumor has it that one out of every three leather jackets worn by Chinese people comes from Haining. According to data from 2023, Haining's leather fashion industry has more than 7,600 related companies and more than 5,000 self-owned brands, including four well-known Chinese trademarks. The annual total operating income of the leather fashion industry exceeds 50 billion yuan.

In addition, Zhejiang also has many distinctive industrial belts, including the Yiwu small commodity industrial belt, Yongkang hardware industrial belt, Shengzhou kitchenware industrial belt, Ruian auto parts industrial belt, Huangyan arts and crafts industrial belt, and Anji furniture industrial belt, which have obvious advantages.

Well-known platforms such as Amazon and Walmart have come to Zhejiang because of their reputation. In September this year, Walmart Global E-Commerce announced the opening of its third office in the Chinese market in Hangzhou, effectively connecting cross-border players in the Yangtze River Delta region. In 2023, Amazon's Global Store Seller Training Center will be settled in Hangzhou to help merchants to go global.

These platforms build bridges between Zhejiang sellers and overseas consumers, helping various data to soar.

It is reported that in the first three quarters of this year, Zhejiang's cross-border e-commerce exports are expected to exceed 250 billion yuan, a record high for the same period in history, an increase of more than 20% year-on-year, and an increase of 8.7 percentage points higher than the national average. In the first three quarters, there were about 112,000 import and export companies in Zhejiang Province, which has exceeded the full-year level in 2023. Hangzhou, Ningbo and other places have gathered a large number of cross-border players, whether they are small teams of 2 to 3 people or billion-level sellers, they are working hard in Zhejiang, a cross-border hot land.

As the trend of going global continues, what kind of cross-border legend can Zhejiang create? The future is promising.

Zhejiang