Small categories leverage the billion-level market! Sellers dominate Amazon BSR

Seemingly inconspicuous products often contain huge business opportunities, and thermos cups are one of them.

Many sellers have chosen this category, gained fame overseas, and made it onto the Amazon BSR list.

"Simple Modern" has leveraged the billion-level market with its thermos cups alone and has become the leading brand in this category.

Thermos bottles also have great business opportunities! Simple Modern is a big hit on Amazon

Founded in 2015, Simple Modern is an American omni-channel company engaged in drinking utensils and fast-moving consumer goods.

Before the company was founded , Mike Beckham, the founder of Simple Modern , found that the price of thermos bottles was often high, and there were relatively few sellers in this category on the Amazon platform, so there was still a lot of room for development in this category.   Mike Beckham decided to establish the Simple Modern brand, focusing on the thermos market. The brand uses cost-effective thermos as its selling point, targets the mid-to-low-end market, and provides users with products of multiple sizes, SKUs, and colors.

With rich experience in e-commerce business, Simple Modern officially entered Amazon in the second year of its establishment.

At the same time, Simple Modern also established an independent brand website.

In the market environment at that time, most of the big-name thermos products were sold in offline stores, and the prices were relatively high. Therefore, Simple Modern's thermos was widely welcomed by consumers as soon as it was launched. The brand influence continued to expand, and sales also rose rapidly, with annual sales exceeding 100 million.

The traffic of Simple Modern’s independent website is also quite good.

According to data from Similarweb, the source of Simple Modern's independent station traffic channel is organic search, accounting for 53.86%, followed by direct traffic, accounting for 25.71%, which means that many users are naturally converted.

In 2022, Simple Modern made it to the Amazon BSR list, becoming a leading brand in the industry.

After the brand achieved success on Amazon, Simple Modern continued to expand its product supply network, shifting to an omni-channel sales model and entering mainstream retail channels such as Walmart, Target and Sam's Club.

At present, Simple Modern's products are basically stable in the top three of Amazon's BSR list. Monthly sales of many of its products exceed 1,000. Among them, the most popular single product has a monthly sales of more than 9,000 and more than 30,000 reviews.

Compared with other thermoses, what are the advantages of Simple Modern's thermos besides price?

Simple Modern's thermos uses double-layer vacuum-sealed insulation material to keep things hot or cold for a long time, with a maximum cold-keeping time of up to 24 hours, while the same type of cup from the well-known brand Stanley can only keep things cold for 11 hours.

On the other hand, Simple Modern's thermos cup is ergonomically designed, with a handle that makes it easy to use in a variety of scenarios, and can be put into the dishwasher for cleaning. The cup has a capacity of 40 ounces, which is approximately equal to 1136.4 ml, and the large capacity meets daily drinking needs.

Third, Simple Modern's thermos cup adopts a leak-proof design and has a spill-proof straw lid that fits in all car beverage holders and will not leak during daily driving.

Then, the design of Simple Modern's cups meets the user's aesthetic taste. There are countless color combinations, and users have a wide range of choices. In addition, the cups use a two-color plastic spray process, which is non-slip and fingerprint-free, and the user experience is better.

Annual sales exceed 2 billion! Hals accelerates overseas expansion

In addition to Simple Modern, Hals, a hot-selling cup and pot brand, also has outstanding market performance overseas, with annual revenue exceeding 2 billion yuan.

Not long ago, Hals released its 2023 performance report. Its full-year operating income reached 2.407 billion yuan, and its net profit attributable to shareholders of the parent company was 250 million yuan, an increase of 21.31% over the previous year; its non-net profit was 216 million yuan, an increase of 8.55% over the previous year.

Among them, business income from the international market was 1.976 billion yuan, accounting for 82.09% of the operating income.

Hals' core product is vacuum vessels, which had an operating income of 2.017 billion yuan in 2023, accounting for 83.8% of the company's revenue. It is worth noting that Hals' revenue from aluminum bottles and other non-vacuum vessels also grew rapidly in 2023, increasing by 18.14% to 346 million yuan compared with the previous year. The growth of this product has also brought new profit growth points to the company.

Regarding the reasons for the rapid growth of the company's performance, Hals said that in 2023, the company will lead sustainable development based on brand positioning and product strategy, and the development of international business is also progressing steadily, with certain progress in the cultivation of echelon customers and the development of new regional markets. With the support of continuous R&D investment, new products in multiple scenarios have been delivered with high quality. Hals proposed a three-year rolling strategy of "dual drive of international business and domestic business". The development of international business continues to improve, and the proportion of revenue from domestic independent brand business is also increasing, driving the rapid growth of the company's performance.

Founded in 1996, Hals is a Chinese cup and pot manufacturer and brand operator, and is in a leading position in the industry. At present, the company's products cover a wide range of categories, including vacuum insulation containers made of stainless steel, titanium and other materials, as well as non-vacuum containers made of stainless steel, titanium, glass, aluminum, plastic, ceramic and other materials. Covering thermos cups/smart thermos cups, thermos pots, insulated lunch boxes, stewing pots, vacuum insulation electric kettles, titanium cups, aluminum bottles, glass cups, plastic cups, etc. Hals' products are widely used in outdoor, home, office and other scenarios.

Hals continues to deepen its presence in the field of cups and kettles, occupying a leading market share in the industry, and its products are sold to more than 100 countries and regions around the world.

As early as September 2011, Hals successfully landed on the Shenzhen Stock Exchange SME Board, becoming the first listed company in China's stainless steel insulation ware industry.

The main brands of HAERS include HAERS , SIGG, SANTECO and NONOO, which respectively target the different needs of the middle class and young people, and develop in multiple scenarios such as office, leisure, sports and outdoor, covering various segments.

Many brands under Hals have performed very well on Amazon, and there are many hot-selling cup and pot products on Amazon. After just a few months of entering Amazon, it has reached the top position in the cup and pot category on Amazon Germany, the UK and other sites.

In addition to its own brands, Hals' OEM and ODM business accounts for a higher proportion. Its customers include many well-known brands in the industry, including YETI, Starbucks, STANLEY, Takeya, Swell, etc.

In general, thermos cups and other cups and pots, as daily outdoor consumer products, have stable and continuous market demand.

As residents' consumption upgrades and personalized needs become more and more important, the consumer and social attributes of many products are gradually expanding. Industry insiders said that nowadays, the recognition of high-quality, high-value, and intelligent cup and pot products will become higher and higher, and this track currently has broad development prospects.

According to research data from Maximize Market Research, the global thermos flask market is expected to continue to grow in the future, with a compound annual growth rate of 4.93%. By 2029, the global thermos flask market size will reach US$7.2 billion.

China is the world's largest producer of stainless steel vacuum vessels. According to data from the General Administration of Customs, China's cumulative exports of thermos bottles in 2023 were approximately US$2.137 billion.

In the future, as overseas demand continues to increase, more potential brands will emerge in this market.

Cups and pots are selling well

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