Crouching Tiger, Hidden Dragon! Fujian gathers many cross-border tycoons

Fujian sellers are rising strongly, and " Putian " sellers are surging on Amazon!

“ Putian ranks third among cities with the largest number of Amazon sellers ! ”

“Are there so many Amazon sellers in Putian?”

"Independent websites are also very good. Almost all senior players in the cross-border circle know that the independent website bosses are basically concentrated in Nanshan District and Putian, Fujian..."

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Recently, SmartScout released a list of the top 20 cities with the most Amazon sellers in the world . As many as 13 cities in China made the list . Shenzhen , the "capital of cross-border e-commerce" , firmly occupied the top spot , with more than 100,000 Amazon sellers, far ahead of the second place with 28,000. Guangzhou (2nd, 28,113), Putian (3rd, 19,778), Dongguan (4th, 13,358), Xiamen (7th, 9,445), Zhengzhou (8th, 8,764), Chengdu (9th, 8,250), Quanzhou (11th, 8,212), Jinhua (12th, 8,063), Taiyuan (15th, 7,140), Hefei (17th, 6,376), Foshan (18th, 6,245) and Wuhan (20th, 6,023) are all on the list.

Shenzhen has become the city with the largest number of Amazon sellers by an overwhelming advantage. Perhaps it is not surprising to everyone, but the fact that Putian has 19,778 Amazon sellers, ranking in the top three of the list, still surprised a number of industry insiders...

In this list, Putian, Xiamen and Quanzhou all belong to Fujian Province. Unconsciously, Fujian's cross-border e-commerce has risen strongly and become a hotbed for the development of cross-border e-commerce! However, Fujian people know that all of this has traces: the geographical location advantage of being located in the southeast coast, the product advantages of numerous industrial belt clusters , the freight advantages of developed cross-border e-commerce logistics , and the policy advantages that encourage the development of "cross-border e-commerce + industrial belts" are all fertile soil for the breeding of Fujian's cross-border e-commerce! Jinjiang Hangtuo , Quanzhou Tuoji, Quanzhou Xinshiying, Fuzhou Baitu, Jihong Shares, Xiamen Junyi, Fujian Yangteng Innovation and other batches of cross-border sellers were born.

"Crouching Tiger, Hidden Dragon"! Many Fujian big sellers are going public

As we all know, Fujian has already seen a surge in cross-border e-commerce listings. As early as 2016, Xiamen Jihong Co., Ltd. was listed on the Shenzhen Stock Exchange.

Jihong Co., Ltd. was established in 2003. Its business covers a variety of products, including household goods, clothing, electronic products, footwear, luggage, beauty and personal care products, health products, maternal and child products, and watch accessories. Unlike the traditional model where sellers rely on e-commerce platforms and platform traffic, Jihong Co., Ltd. mainly uses AI algorithms to analyze overseas markets, depict user portraits, and conduct intelligent product selection and precise positioning of customer groups. It accurately pushes independent station advertisements on foreign social networking platforms such as Meta (formerly Facebook), TikTok, Google, Line, YouTube, and Instagram for online B2C sales, and sells cost-effective and distinctive Chinese products across borders to Southeast Asia, Japan, South Korea, the Middle East, Taiwan, China, Hong Kong, and other countries or regions.

In the first half of this year, the company's cross-border social e-commerce business achieved operating income of 138,412.24 million yuan and realized a net profit attributable to shareholders of 44,154.9 million yuan.

In an effort to go public, many major retailers in Fujian are currently going through the listing process.

Fujian Xiamen Junyi Supply Chain Co., Ltd. (Junyi for short) was established in 2014. It is a cross-border e-commerce company for outdoor sporting goods, mainly engaged in cycling, yoga, running, fitness, luggage and other multi-category products. The platform operation is mainly based on Amazon, eBay, and AliExpress. The company's own brands include BALEAF, MOOHARA, MARSBRO, SPEXIAL, and BETTICOO.

Among them, the daily sports and leisure clothing brand BALEAF is well-known overseas. According to official data from Amazon, during the Black Friday and Cyber ​​Monday last year, BALEAF's sales increased by 110% year-on-year. As early as 2021, BALEAF's brand revenue had entered the 1 billion club. BALEAF has created many popular items, one of which is yoga leggings, which has become the number one clothing category on Amazon.

In December 2021, Junyi successfully completed a round A financing of 100 million yuan.

In the same year of 2021, Fujian Yangteng Innovation Information Technology Co., Ltd. (Yangteng for short) also successfully obtained Series A financing. Binfu Capital, Tencent Investment and Shunwei Capital were the main investors.

After that, Yangteng received three large financings in succession. The most recent one occurred in April 2024, which was a B2 round of financing of up to 270 million yuan!

Founded in 2013 and headquartered in Fuzhou, Fujian Province, Yangteng is a comprehensive auto parts operation enterprise integrating design, R&D and sales. It currently owns three major brands: A-Premium, FRANKBERG and Yhtauto. These three brands cover more than 500 product categories of replacement, body and performance parts, with more than 150,000 SKUs.

Yangteng's products are sold through multiple sales channels such as Amazon, eBay, and independent websites. They are consistently ranked in the top 10 on Amazon's top sellers list. According to reports, Yangteng's global operating income reached 1 billion yuan in 2022.

If Yangteng is a super seller in the field of auto parts, Xiamen Duyuan Outdoor is a leader in the field of outdoor products. Duyuan Outdoor was established in 2012 and is mainly engaged in the research and development, design, production and sales of RV and yacht supporting products and water leisure sports products. RV and yacht supporting products are mainly small and micro water pumps, and others include portable oil drums, yacht and RV special toilets and other products; water leisure sports products mainly include kayaks and paddle boards, and others include oars and other supporting products.

On the Amazon platform, many of Duyuan Outdoor's products are best-sellers. Its water pump products have long been among the Best Sellers of marine water pumps on Amazon in the United States, and have been recommended by senior industry websites. Among them, 42 water pumps are one of the 5 best RV water pumps recommended by RV Geeks14.

In 2022, Duyuan Outdoor's listing application was accepted by the Shenzhen Stock Exchange. In June 2023, Duyuan Outdoor successfully passed the listing committee meeting, and is getting closer to a successful listing.

Listing is not the only criterion for measuring the quality of a cross-border company. In Fujian, a place with many hidden dragons and crouching tigers, a group of cross-border players that have not yet been capitalized are also thriving. Baitu and Xin Shiying are definitely on the list.

The predecessor of Baitu was established in 2008. It mainly deals in hundreds of categories including home furnishings, furniture, small appliances, outdoor products, etc. It has stores on international e-commerce platforms such as Amazon, eBay, Wayfair, Walmart, etc., and its products are sold in Europe, North America and other regions.

Public data shows that Baitu's performance has doubled for many consecutive years, with performance exceeding 500 million in 2011 and 1 billion in 2017...

Unlike Baitu, which is involved in multiple categories, Xin Shiying only focuses on the clothing category. As an old clothing brand, after years of development, Xin Shiying has achieved brilliant results on both independent sites and third-party platforms. It has an independent site wholesale platform that is among the top 10 fashion platforms in China, and is also one of the top three sellers of women's clothing on Amazon in the United States.

According to the Top Amazon Marketplace Sellers list provided by Marketplace Pulse, Dokotoo flagship store under Xin Shiying successfully ranked among the top 30, and is one of the few Chinese sellers ranked high on the list. Many of the store's products have monthly sales of more than 1,000 units.

Fujianese, who have left a deep impression on the public with their characteristics of " hardworking, daring and business-savvy", are continuously engaging in cross-border e-commerce business after seeing the huge development opportunities in overseas markets. According to information disclosed by the Fujian Provincial Department of Commerce, the number of cross-border e-commerce sellers and seller sales in Fujian Province ranked third in the country in 2021 .

Fujian sellers are booming on Amazon, eBay and other platforms

" Self-built independent websites are doing very well. The atmosphere of cross-border e-commerce in Fujian is much stronger than expected. " Many industry insiders agree that the big players of cross-border independent websites are basically concentrated in Nanshan District and Putian, Fujian. Putian is on par with Nanshan, Shenzhen, which may be the greatest compliment given to Fujian's cross-border e-commerce by the outside world.

At the same time, Fujian sellers also maintain contact with large overseas e-commerce platforms such as Amazon and eBay through online channels .

Among the top 20 cities in terms of the number of Amazon sellers , 13 are from China and 3 are from Fujian . Putian, Fujian ranks third with an astonishing number of Amazon sellers, second only to Shenzhen and Guangzhou.

On the eBay platform, Fujian sellers also show diversified category advantages and high-potential growth trends .

Official data from eBay shows that in 2021, cross-border e-commerce companies in Fujian Province exported their products to 190 countries and regions overseas through the eBay platform. Among them, the United States, the United Kingdom, Germany, Australia, Canada, Italy and France became the best-selling overseas markets for Fujian sellers' products.

Auto parts, home gardening, sports products, and footwear and clothing accessories are the top four categories with the highest sales of sellers in Fujian Province. 1) In 2021, sales of auto exterior spare parts sold by Fujian sellers increased by 117% year-on-year, and truck exteriors and accessories increased by 90%; 2) In 2021, sales of solar energy-related categories sold by Fujian sellers increased by more than 80% year-on-year, and power supply-related categories increased by more than 100% year-on-year; 3) In 2021, sales of electric bicycles by Fujian sellers increased by nearly 100% year-on-year, and aerobic fitness equipment increased by nearly 80% year-on-year. Complete vehicles, tires and larger bicycle parts can all become categories that sellers vigorously develop; 4) In 2021, sales of men's shirts sold by Fujian sellers increased by nearly 200% year-on-year. (The above percentages are the sales growth percentages of eBay sellers in Fujian Province in 2021 compared with the same period last year)

Fujian sellers are booming overseas, and Fujian's cross-border e-commerce export data has been rising. Data shows that the scale of Fujian's cross-border e-commerce exports has increased nearly fourfold annually, and its share of total foreign trade exports in the same period has increased from 0.1‰ in 2018 to 10.6% in 2022 .

In the first eight months of this year , Fujian Province's cross-border e-commerce exports amounted to 124.53 billion yuan, a year-on-year increase of 50.8%, ranking fourth in the country in terms of export value.

The main export markets for Fujian's cross-border e-commerce are ASEAN, the United States, and the European Union, all of which are growing year-on-year. Exports to ASEAN amounted to 62.75 billion yuan, up 149.1% year-on-year; exports to the European Union amounted to 7 billion yuan, up 29.9% year-on-year; and exports to the United States amounted to 14.02 billion yuan, up 14.1% year-on-year; accounting for 67.3% of the total value of Fujian's cross-border e-commerce exports during the same period.

From the perspective of enterprise nature, private enterprises dominate cross-border e-commerce exports, with the export value in the first eight months accounting for 97.5% of the total value of cross-border e-commerce exports in Fujian Province. From the perspective of commodity categories, the export of mechanical and electrical products and labor-intensive products has achieved outstanding results. During the same period, Fujian Province's cross-border e-commerce exports of mechanical and electrical products amounted to 38.22 billion yuan, a year-on-year increase of 41.4%; exports of labor-intensive products amounted to 40 billion yuan, a year-on-year increase of 58.5%.

Fujian’s fertile soil for cross-border e-commerce development

"Fujian sellers in cities such as Putian, Xiamen, Quanzhou, and Fuzhou can use e-commerce platforms such as Amazon to target overseas terminals, and can directly access manufacturing and product development . They also benefit from superior location and transportation conditions, and have the help of a pioneering and enterprising business atmosphere. They have established a unique vertical closed supply chain , and it is inevitable that they are so successful in the cross-border circle. " Why is the development of cross-border e-commerce in Fujian so good? Many industry insiders gave such an explanation.

In recent years, Fujian has introduced leading platforms such as Amazon, JD.com, Alibaba, Shopee and AliExpress. Taking Amazon as an example, in September 2023, Amazon Global Selling China and the Fujian Provincial Department of Commerce officially signed a memorandum of cooperation to jointly accelerate the development of the "cross-border e-commerce + industrial belt" model in Fujian Province. It is expected that in the first year, 45 advantageous industrial belts in Fujian Province will be developed and cultivated, cross-border e-commerce training will be provided to more than 1,000 companies, and one-on-one guidance and other exclusive support will be provided to 100 companies selected for the "Leader Support Program".

The "mutual attraction" between Fujian and e-commerce platforms has a lot to do with the fact that "Fujian is a traditional industrial belt distribution center with product price advantages." The platforms hope that the high-quality and low-priced goods of industrial belt sellers can attract more consumers, and industrial belt sellers also want to use cross-border e-commerce to achieve transformation and upgrading, and the two parties hit it off.

Fujian is a traditional foreign trade province with a solid industrial foundation and perfect supporting conditions. It has 27 industrial clusters with a value of 100 billion yuan. Fujian-style 3C products (computers, communications and consumer electronics), shoes, clothing, bags, furniture, craft accessories, electromechanical motors, outdoor sports and other products have become popular categories for Fujian sellers to export across borders. In terms of cities, Putian, Fuzhou, Xiamen, Quanzhou and other places have formed advantageous industrial clusters, and each industrial belt is very powerful.

1. Putian has three traditional advantageous industries: footwear and clothing, arts and crafts, and food.

Putian is known as the "Shoe Capital of China". The shoe industry is the largest industry in Putian, mainly concentrated in Hanjiang District and Chengxiang District. Statistics show that there are more than 4,200 footwear and clothing companies in Putian. In 2022, the scale of output value of the footwear industry was 120.74 billion yuan, accounting for 1/3 of Fujian and nearly 10% of the country; the export value of footwear products was 17.63 billion yuan, an increase of 18.9% year-on-year.

Since the 1980s, Putian has started to manufacture for internationally renowned brands such as Nike and Adidas. In recent years, Putian has embarked on the road of independent brand innovation, and the "Putian Shoes" collective trademark has been approved for registration.

Arts and crafts industry is also a traditional characteristic industry of Putian, with obvious advantages in sculpture, lacquer art, ceramics, flower painting, bamboo, grass and rattan weaving, etc. Putian City has successively won the titles of "China Woodcarving City" and "China Classical Craft Furniture Capital". Driven by Putian, in 2023, the scale of arts and crafts industry in Fujian Province will rank second in the country (second only to Guangdong Province).

Putian's food industry is mainly concentrated in Hanjiang, Xiuyu and Chengxiang. The output of salt, beer, canned food, packaged drinking water and other categories ranks among the top in the province.

2. Xiamen has pillar industry belts such as clothing, sanitary ware, fitness equipment, food, electrical appliances, and glasses.

Xiamen's clothing industry belt is mainly concentrated in Huli and Siming. It is the largest sports equipment manufacturing and export base in China. The sporting goods manufacturing industry has maintained double-digit growth for many years. Anta, Xtep, 361°, Ports, Xinhe, Septwolves, etc. were all born here. In 2022, the total output value of Xiamen's sports industry will reach 52.8 billion yuan.

The Xiamen fitness equipment industry is mainly concentrated in Tongan. Xiamen is Asia's largest sports fitness equipment and massage equipment production and export base, and has given birth to many well-known companies such as "Kanglejia".

3. Quanzhou has currently formed nine trillion-yuan industrial clusters, including textiles and clothing, footwear, building materials and home furnishings, handicrafts, electronic information, paper printing, equipment manufacturing, food and beverages, and petrochemicals. Among them, seven traditional manufacturing industries such as footwear, clothing, and toys account for about 60% of the total exports.

Taking the textile, clothing and footwear industries as examples, the clothing industry is the largest pillar industry of Quanzhou's economy. There are more than 10,000 textile and clothing companies in the city. Quanzhou Shishi has the largest clothing city in Asia, with more than 1.1 billion pieces of clothing shipped from here to the world every year; Quanzhou's footwear industry belt is mainly concentrated in Jinjiang, and its sports shoe production accounts for 40% of the country and 20% of the world. By the end of 2023, the total output value of Jinjiang's footwear industry will exceed 300 billion yuan.

At present, Quanzhou is focusing on building three trillion-level industrial chain clusters and cultivating a number of tens of billions and hundreds of billions of emerging industries, forming two trillion-level "petrochemical-textile and footwear", one trillion-level "building materials-home furnishings", and one trillion-level "machinery-electronics" industrial chain clusters.

In addition, Fuzhou's clothing, furniture and handicrafts, shoes, luggage, and watch industries; Ningde's lithium battery, stainless steel, edible fungi, synthetic leather, motor and electrical appliance industries; Longyan's non-ferrous metals and characteristic agricultural industries; Zhangzhou's food, edible fungi, and quartz watch industries are all very famous.

On the road to Fujian's industrial belts going overseas, in addition to the channels provided by e-commerce platforms, the finance, taxation, logistics, etc. behind the channels are also particularly important.

In recent years, Fujian has attached great importance to the development of cross-border e-commerce . At the beginning of 2024, Fujian issued the "Several Measures on Promoting the Innovation and Development of Cross-border E-commerce in Fujian Province" ( hereinafter referred to as the Measures ) . The " Measures " pointed out that the comprehensive pilot zones that have passed the assessment of the comprehensive pilot zones of the Ministry of Commerce and have made rapid annual construction progress and achieved good results will be given positive rewards, with a maximum reward of 10 million yuan , to strengthen the construction of the comprehensive pilot zones.

It is understood that in 2018 , Xiamen became the first national cross-border e-commerce comprehensive pilot zone in Fujian . After that , Fuzhou, Quanzhou, Zhangzhou, Putian, Longyan , Nanping, Ningde and other cities were successively approved to establish national cross-border e-commerce comprehensive pilot zones.

Not long ago, the Ministry of Commerce announced the assessment results of the cross-border e-commerce comprehensive pilot zones in 2023. Fujian has "reaped a lot", Xiamen was rated in the first tier with "obvious results"; Fuzhou, Quanzhou, Zhangzhou, Putian and other four cross-border e-commerce comprehensive pilot zones were rated in the second tier with "good results".

The Measures also point out the need to develop a "cross-border e-commerce + industrial belt" model, encourage cross-border e-commerce platforms to connect with Fujian 's characteristic industrial belts such as textiles, footwear, sports equipment, bamboo and wood products, and new energy, and provide companies with support policies such as rapid entry approval and traffic support. It is encouraged that each comprehensive pilot zone set up an industrial belt zone on a well-known cross-border e-commerce platform, and accelerate the cultivation of "Fujian products" overseas brands.

The gradual release of policy dividends has activated Fujian's cross-border e-commerce industry. The hardworking and daring Fujianese have seized the opportunity and made a name for themselves in the cross-border circle. This is a win-win situation.

Fujian cross-border e-commerce