With sales of over 30 billion per year, it has become a perennial winner in many categories on Amazon

In recent years, as more and more young people choose to live alone, coupled with the impact of the epidemic, small household appliances have gradually become a popular track for many sellers.

As the domestic market gradually becomes saturated, more and more brands are turning their attention to overseas markets, and SharkNinja is one of the popular players.

With annual revenue exceeding 30 billion, SharkNinja is quietly making a fortune overseas

When it comes to the name of SharkNinja , ordinary consumers may feel a little unfamiliar, after all, this brand is mainly aimed at the overseas market. But what many people don’t know is that SharkNinja is actually a subsidiary of JS Global Life, just like the national brand Joyoung.

It is understood that SharkNinja was established as early as 1998 and is headquartered in Boston, USA. After continuous development, its business has spread to many countries including the United States, the United Kingdom and Japan. In 2017, Joyoung's parent company Shanghai Lihong and CDH's wholly-owned subsidiary Easy Home formed a consortium to acquire 70% of the shares of SharkNinja's parent company.

In terms of brand layout, SharkNinja owns two sub-brands, Shark and Ninjia. Shark focuses on vacuum cleaner products, while Ninjia focuses more on small kitchen appliances.

In order to avoid head-on collisions with similar brands, Shark and Ninjia have implemented their differentiated competition strategy starting from brand positioning.

Take the vacuum cleaner brand Shark as an example. The brand is positioned in the mid-to-high-end market and its products focus on high cost-performance. This avoids competing with other international brands for the high-end market with higher average order values, while targeting the largest number of consumers.

Ninjia took a different approach. With the experience of its sister brand Joyoung in small household appliances, Ninjia quickly opened up the European and American markets. Its products include coffee machines, air fryers, blenders and other small household kitchen appliances. By cooperating with Joyoung in product development, Ninjia's product line has expanded rapidly. In addition, Ninjia has launched many innovative products based on overseas consumer demand, which have been well received by overseas consumers.

At present, SharkNinja has become an important source of income for JS Global Life. In the past few years, SharkNinja's revenue has continued to increase year by year. According to the latest data, SharkNinja achieved a revenue of US$4.254 billion in 2023, equivalent to more than RMB 30 billion.

As SharkNinjia's influence overseas continues to expand, JS Global decided to split SharkNinjia and list it independently in 2023 in order to maximize its role. This will help it obtain more liquidity on the one hand, and on the other hand, after SharkNinjia is separated from its parent company, it will also help it to take the lead in independently operating its overseas business in the future.

It can be seen that for the future development of SharkNinjia, the parent company JS Global has also given great support, and its specific performance overseas is also worthy of learning and reference for the majority of sellers.

SharkNinjia has long occupied the BS list of the category, and it is going crazy on Amazon

Amazon is a very important channel for SharkNinjia. A simple search on Amazon shows that many of its products have been on the BS list of related categories for many years.

The editor found that in addition to cleaning products, Shark also has a curling iron that sells very well. Data shows that the price of this product is $239, and the sales volume in the past month has reached 8,000+. Such a high customer price can still achieve such sales, which shows its brand strength. In addition, this listing has accumulated 3,161 reviews, with an overall score of 4.3 points and a 5-star rating of 72%, which is enough to show that consumers recognize it.

In the vacuum cleaning products category, Shark's performance is even better. Many of its sweeping robots have performed well, with the most popular model having sales of over 30,000 units in a single month and an astonishing 80,000 reviews. This data is something that many sellers would envy.

The monthly sales of two other handheld vacuum cleaners are 5k+ and 7k+ respectively , and the number of reviews is nearly 20,000. With so many excellent listings, it is no wonder that Shark has always dominated the rankings in related categories.

In addition to Shark's cleaning products, Ninjia, as the "leader" of small household appliances, will naturally not be weak. On the Amazon search homepage, a wall-breaking machine under Ninjia is very eye-catching, with a unit price of US$179 and monthly sales of more than 2,000. Compared with the previous "monsters", it is indeed not much, but it is worth noting that this product has more than 7,000 reviews and an overall score of 4.8 points, which is considered to be very excellent among similar products.

In addition, many products under Ninjia, including air fryers, electric hot pots and juicers, have been selected for the BS list of their categories, which is enough to demonstrate its strong product strength and rich product line.

In terms of brand independent websites, Shark and Ninjia also have their own official websites. Although the two brands are separated, it can be seen that the layout of the two websites is basically the same, both of which are a large banner image, followed by the discount information of the month and specific product recommendations.

However, after scrolling down, we found that the two websites have different ways of displaying products. On the Shark official website, a variety of hot-selling products are displayed, and the number of reviews and scores of each product are displayed below. On the other hand, Ninjia's side displays the must-have goods section, which mainly impresses consumers through pictures and product descriptions, which is different from Shark's more intuitive display of products.

There is no good or bad difference between the two models. It should be the changes made by the brand in web design based on the characteristics of its users.

After years of development, Shark and Ninjia have grown into top brands in their respective fields, but the industry is still developing, and there will definitely be more emerging brands in the future to share a piece of the pie.

Small appliances, big prospects

According to data from Statista, the global small household appliance market will be worth approximately US$243 billion in 2023, and is expected to reach US$305 billion by 2028.

It seems that there is still a chance for the relevant track to produce many big sellers in the future. At present, many domestic sellers have emerged in the relevant track.

Vesync: Vesync chose to avoid the traditional home appliances dominated by giants and instead focused on the small home appliances segment. It owns three core brands: Levoit, Cosori, and Etekcity. In 2021, Levoit air purifiers became the top-ranked super-strong single product in the US market share.

Bear Electric Appliances: As the domestic market becomes increasingly saturated, even listed company Bear Electric Appliances has turned its attention to overseas markets. In the first half of 2023, Bear Electric Appliances' operating income was approximately 2.34 billion yuan, a year-on-year increase of 26.68%, of which overseas sales were 136 million yuan, an increase of 102.37% compared to the same period in 2022.

With the entry of more and more new players in the future, the existing market structure may be broken and reshuffled.

Amazon

Small appliances

USA