On the same list with SHEIN, the top students in the sub-category are exposed!

Chinese brands are taking the lead in going overseas.

As the saying goes, "Twenty years of knowing everything, but now the road is suddenly different." Sellers who broke into the cross-border track at the same time are no longer the same. After experiencing the baptism of wind and waves, some fell down, some have been in dire straits and have not recovered yet, and some have boarded the fast ship of brand expansion and stood in the center of the cross-border stage, becoming leaders in different fields.

Data from the recently released "Top 100 Chinese Cross-border E-commerce Brand Influence List" ( January-February 2024) shows that Shenzhen, a strong cross-border e-commerce city, leads the way with 43 brands, followed by Guangzhou, Beijing, Suzhou, Shanghai... Among the categories that have been deeply cultivated, the most are digital accessories, followed by clothing, outdoor sports, and cleaning appliances.

Although these brands have different product categories and locations, they all have one thing in common: the top brands in their categories are mostly based in industrial belts, such as Shenzhen’s digital accessories brands Smallrig and Ulanzi; Guangzhou’s clothing brands SHEIN and Bloomchic ; Suzhou’s cleaning appliance brands Dreame and Ecovacs; and Xuchang’s wig brand Unice.

Among the 100 cross-border brands on the list, no matter they are old best-selling brands or new rising stars, these top students in each subcategory have their own ways to success.

SHEIN leads the way, and a group of cross-border brands break through the siege

Not long ago, the National Business Daily and Shenzhen Yishi Technology jointly released the "China Cross-border E-commerce Brand Influence List ( January-February 2024)", which measures the influence of brands through three dimensions: search popularity, independent station natural traffic, and Amazon search volume. SHEIN still leads the list with the first place, with a search popularity of 321382.40; Anker followed closely as a charging and energy storage brand, and its Amazon search volume far exceeded SHEIN's 39492.88, reaching 144942.54.

In terms of categories, digital accessories have the largest number of brands, with 15 brands on the list, followed by clothing, cleaning appliances and outdoor sports, with 8 brands each. In addition, there are also many brands in categories such as beauty and personal care, audio and digital, 3D printing, home furnishings and new energy.

Digital accessories : 14 Shenzhen brands dominate the list

There are 15 brands on the list , namely: Ugreen , Vava , Hohem , Viltrox, Smallrig, Zhiyun, Ulanzi, Neewer, Epomaker, Pitaka, Meross, Torras, Bestek, Moft, Maono

As a production base for 3C digital accessories in China and even the world, Shenzhen has nurtured countless hot-selling brands in various categories and occupies a leading position in the digital accessories category. Among the 15 digital accessories categories on the list, 14 brands are from Shenzhen, and their main products are mostly mobile phone stabilizers, photographic equipment, imaging lights, chargers, speakers, etc.

Ugreen, which ranks high , is one of the most well-known brands in the industry. It started with a data cable and later expanded its main products to chargers, charging cables, mobile power supplies and other categories. Now its IPO process has reached the "submission registration" stage, which is one step closer to listing. As a representative of this category, Ugreen's search volume on Amazon is 20189.08.

In the digital accessories category, most of the brands on the list are photography and video accessories. It was previously known as an unpopular track, but in recent years, with the rapid development of short video platforms, the once niche category has entered a wider field of vision. Relevant data shows that the camera accessories market value will exceed US$8.4 billion in 2023, which has also led to the emergence of a group of sellers who focus on such products, such as Hohem, Zhiyun, and Smallrig, which focus on stabilizers; Viltrox , which focuses on lenses ; Ulanzi, which focuses on tripods ...

Specifically, the leaders in these categories all have their merits. Hohem is affiliated to Shenzhen Haohan Excellence Technology Co., Ltd., which was founded in 2014 and mainly deals in sports cameras, mobile phone stabilizers, etc. It is not only the Best Seller of Amazon mobile phone stabilizers, but also occupies 25% of the overseas online mobile phone stabilizer market share and 70% of the global sports camera stabilizer market share. Zhiyun is the earliest professional manufacturer in the industry to develop and produce stabilizers and imaging accessories. It is affiliated to Guilin Zhishen Information Technology Co., Ltd., and many of its stabilizers have been recognized by international authorities.

(Photo source: from Hohem official website)

Viltrox is an old player in the field of camera accessories. It is affiliated with Shenzhen Jueying Technology Co., Ltd. and is currently one of the largest focus camera lens manufacturers in China. Ulanzi is affiliated with Shenzhen Youlanzi Technology Co., Ltd., which was established in 2015. It owns three major brands, Ulanzi, VIJIM, and FALCAM. In 2022, it won tens of millions of yuan in financing exclusively invested by Nut Capital. On Amazon, the sales of Ulanzi products in the past month were mostly 1K+ and 2K+. A video light ranked on the Amazon BSR list is priced at US$18.95, and the sales in the past month reached 4K+, with 4911 ratings.

Smallrig from Shenzhen Leqi Network has appeared on multiple overseas lists, such as OneSight's "2023Q3 TOP100 Overseas Brand Social Media Influence List", Cailianshe Science and Technology Innovation Board Daily and New Consumer Daily jointly released the "2023 New Consumer Force-Annual Brand List". Among the top 20 products on the BS list of Meiya professional video stabilizer category, Smallrig occupies 8 seats, and its product is also the first. If Smallrig is the hidden champion of this category, then Neewer, which belongs to Shenzhen Neewer Technology Co., Ltd., is a multi-functional upstart. Mainly engaged in imaging lighting and imaging recording products, it currently has two complete hardware ecological chain product groups: photography lighting systems and imaging recording systems, with SKUs as many as 2000+, and many of its products have Amazon's "Overall Pick" logo.

(Photo source: from Neewer)

In the field of digital accessories, mobile phone cases are also one of the products that attract much attention. Pitaka focuses on mobile phone cases and wireless charging products. However, compared with some mobile phone case brands, Pitaka is more inclined to explore new materials + new designs. Long before Apple released its magnetic ecology, Pitaka launched its own magnetic ecology products, which is far ahead. With its advantages, Pitaka specializes in the high-end mobile phone case market for men. In 2015, it raised the ceiling of mobile phone cases with a price of 400 yuan. Today, its annual sales are close to one million, and it has also gained 1.5 million loyal users.

Another popular product is smart accessories. The brand Meross is dedicated to smart WIFI amplifiers, smart sockets and other products. It is affiliated to Chengdu Mirui Technology Co., Ltd. Most of the company's founders and team members are from the Fortune 500. It has won multiple rounds of financing. On Amazon, many of its products are ranked on Amazon BSR, and their ratings are over 1,000. Take a smart garage door opener as an example. Its rating is over 10,000, and its sales in the past month have reached 2K+.

In fact, Shenzhen’s brands are not only concentrated in the field of digital accessories, but also involve 18 categories including 3D printing, audio digital, new energy, kitchen appliances, etc. Shenzhen can be said to be the city with the highest category diversity, demonstrating its status as a major cross-border e-commerce center.

Clothing : SHEIN still leads the pack, 3 brands from Guangzhou are on the list

There are 8 brands on the list , namely: SHEIN, Halara , Urbanic , Aelfric Eden, ORORO, Romwe, Cider, Bloomchic

Relying on the hinterland of the "world factory" and a complete supply chain, Guangzhou has fostered a number of industrial clusters such as textiles and clothing, leather goods, and cosmetics. Clothing is undoubtedly Guangzhou's most eye-catching business card. With SHEIN in the past and Cider in the future, a group of Guangzhou's clothing companies have gradually grown into world-class brands over time, and are also writing the legend of Guangzhou's clothing industry belt.

Although there are many clothing brands on the list, no cross-border brand can compete with SHEIN. According to the data on the list, SHEIN leads its peers with 321382.40 search popularity, 256310.47 independent station natural traffic, and 39492.88 Amazon search volume.

SHEIN has been very popular, and it has been included in the recent lists. A few days ago, LEK Consulting released the "2024 LEK Footwear and Apparel Brand Popularity Index". SHEIN once again won the first place in the popularity of American casual women's clothing brands, and has been at the top of the list for three consecutive years; in the casual men's clothing field, SHEIN ranked third. Prior to this, SHEIN also won the championship of the 2023 global shopping app download list.

Successors have tried to catch up with SHEIN in various ways . Halara , a cross-border e-commerce brand similar to SHEIN , was determined to become the Chinese version of ZARA when it was founded in Beijing in 2020. It focuses on the sports and leisure categories in the niche track, and its products are mostly short-sleeved shirts, sweatpants, tennis skirts, etc. Halara has always sought multi-channel development. The monthly visits to its independent website remain at one million, and the average daily orders on TikTok exceed 10,000. In more than a year since its establishment, Halara has won three rounds of financing, totaling US$130 million.

(Photo source: from Halara)

Urbanic is a fast fashion brand launched overseas by Hangzhou Meifeier Technology Co., Ltd. It was founded in 2019 and just completed a financing of US$150 million last year. Similar to SHEIN, Urbanic has the advantages of fast fashion brands such as fast launch, high cost performance and wide variety. Only half a year after its launch, Urbanic has achieved sales of millions of dollars.

Fashion is like an emotionally unstable child, always confusing people. The retro style of the last second may become the sweet style of the next second. The street style that is popular in the fashion circle has come into being. Relevant data shows that the market size of street fashion clothing in Europe and the United States has exceeded 10 billion US dollars. It is a relatively less competitive segment. Some brands are very keen to perceive this trend and gradually move closer to street culture.

The main target audience of the Aelfric Eden brand is those who love street culture. It is precisely because of this that Aelfric Eden can stand out in the fierce competition among clothing brands. The brand makes extensive use of street culture elements, and its designs are novel and fashionable, which are enthusiastically sought after by young people. On Amazon, its hoodies sell hundreds of units per month; on TikTok, the brand cooperates with many young Internet celebrities, and the exposure of #aelfriceden has exceeded 900 million times.

Romwe , a cross-border sales platform for women's clothing that has been acquired by SHEIN , is a clothing brand full of rebellious spirit and mixed with multiple subculture aesthetic styles. It mainly targets non-mainstream girls aged 16-24. Its products are a combination of punk, fairy, Gothic and other styles. It is positioned in the mid-to-low end and all products are sold at a discount. It is affiliated to Nanjing Owl Network Technology Co., Ltd.

(Photo source: from Romwe )

There are always talents in the niche market. The clothing brand ORORO has also taken a different approach, focusing on heating functional clothing powered by lithium batteries, such as heated vests, jackets, and hoodies. As early as 2011, the company's sales reached 1.1 billion yuan. Relevant data shows that from November 2023 to January 2024, the total number of global visits to the ORORO platform reached 1.78 million, with a monthly visit volume of 590,000, of which the largest source of traffic is already natural search.

The plus-size women's clothing segment is also considered a blue ocean market by many brands. It is estimated that the global plus-size women's clothing market value will reach US$232.38 billion in 2028. The United States is the largest plus-size women's clothing market, with sales far exceeding other women's clothing categories, but this category has never received enough attention. It is not difficult to see why some sellers choose to delve into this segment.

Cider is a well-known plus-size women's clothing brand. It focuses on low-priced, popular and fashionable women's clothing with bold and retro design styles, which caters to the preferences of Generation Z. At present, the company is valued at more than 1 billion US dollars and is one of the fastest-growing unicorn companies in the world. Another brand, Bloomchic, also focuses on plus-size women's clothing. It was founded by the son of the founder of Metersbonwe and won financing two years after its establishment and successfully went overseas.

Cleaning appliances :

There are 8 brands on the list , namely: Roborock, Shark, Dreame, Tineco , Ecovacs , Levoit , Narwal , llife

Looking at the market trends of various home appliances in recent years, cleaning appliances have grown the fastest. Relevant data show that in 2023, the global retail sales of cleaning appliances will reach 30 billion US dollars, a year-on-year increase of 10%. At present, the main production capacity of cleaning appliances in the world comes from China, and Suzhou has also gathered many cleaning appliance brands, such as Ecovacs and Tineco, which we are familiar with.

To meet the growing demand for cleaning appliances, many cleaning robot brands have also begun to accelerate the construction of production bases. Ecovacs previously said it would invest 1 billion yuan to build a high-end smart home appliance manufacturing center in Suzhou, and Chunguang Technology planned to invest 185 million yuan to build a cleaning appliance production base in Vietnam last year.

Among the brands on the list, there are many well-known brands, such as Roborock and Ecovacs, which focus on cleaning robots; Shark under JS Global Lifestyle; cleaning robot brand Dreame; smart vacuum cleaner brand Tineco; air purifier brand Levoit under VeSync; household robot brand Narwal under Shenzhen Yunjing Intelligent Innovation; and Shenzhen's handheld vacuum cleaner brand llife.

An industry professional pointed out that "due to changes in consumer preferences, low-end products are more popular, but this also further reduces product profits." It is reported that in the overseas market in 2023, sweeping robot products with a unit price of around US$300 are the most popular, accounting for more than 73% of the market.

Outdoor Sports :

There are 8 brands on the list , namely: Segway , Ninebot , Okai , Nitecore, Bafang, Naturehike, Yadea, Himo

As global consumers pay more and more attention to healthy lifestyles, outdoor sports are gaining popularity. From running to rock climbing, to cycling, hiking and camping, outdoor sports have become an important part of people's lives, and have also set off a new trend of outdoor sports brands going overseas. Relevant data shows that the scale of this market will reach US$29.84 billion in 2023, and the future prospects and popularity of sports outdoor products are unlimited.

Among them, riding products are the most popular. Shared scooters and bicycles have set off a global craze, and many companies have taken advantage of the trend. Okai is a designated product supplier for European and American electric scooter operators, and its electric scooters and electric bicycles are distributed in Europe and the United States. Ninebot, a company located in Beijing, China, has similar characteristics in its deep cultivation of categories. Its all-terrain vehicle brand Segway and electric vehicle brand Ninebot are both on the list, and their sales on Amazon are good, as is Yadea.

(Photo source: from Bafang)

Some brands focus on products, while others are well aware of the importance of accessories. Bafang in Suzhou focuses on accessories related to cycling products, such as motors, hubs, batteries, and meters. Naturehike focuses on outdoor sports equipment, such as tents, air cushions, sleeping bags, tables and chairs, lamps, outdoor tableware, trekking poles, backpacks, and outdoor clothing. In addition to electric bicycles, Himo also focuses on cycling-related products, such as sports cycling glasses and mini portable pumps.

As indispensable products for sports, lighting, charging and other equipment are also the focus of many sellers. Nitecore, a subsidiary of Guangzhou Ximai Innovation Technology Co., Ltd., is well aware of the necessity of this product and focuses on the three treasures of camping, such as LED lighting, chargers and batteries and other outdoor equipment products. Many of its products are ranked on Amazon BSR.

In addition to popular categories, some categories that have entered the list also have great business opportunities

In addition to popular categories such as 3C accessories, clothing, cleaning appliances, and outdoor sports, there are also some categories that have entered the list with great business opportunities.

Beauty and personal care products: the leading category for overseas expansion

There are 7 brands on the list : Sheglam , F lower Knows , Ulike , Unice , Canni, Tymo, Modern Show

In 2023, "Chinese cosmetics are hot overseas" became a hot search, attracting more industry insiders to pay attention to this category. Brands including Sheglam and Flower Knows all focus on cosmetics. According to customs data, the total value of China's cosmetics exports in the first nine months of 2023 increased by nearly 30% year-on-year. However, specifically, this increase was more obvious in Thailand, South Korea, Japan and other countries.

Among the beauty and personal care products, wigs are also one of the hottest products. Unice is a wig brand from Xuchang, founded in 2015, which mainly produces high-quality real human hair. Their main consumer group is black women. Due to the curly and sparse hair of local women, wigs have become a necessity for local female consumers. It is reported that Xuchang supplies 70% of the world's wigs, and more wigs for black people come from Xuchang.

(Photo source: from Unice)

Last year, the personal care technology brand Tymo received tens of millions of RMB in financing, which attracted the attention of many industry insiders. Tymo was founded in 2019, and its products mainly include hair straighteners, hair straighteners, hair dryers, etc. Initially, Tymo entered the overseas mid-to-high-end hair straightener product market in the United States, and then became a hot seller in many European and American countries. The sales of its brand hair straighteners increased by about 3 times, and it achieved excellent results by ranking first on multiple Amazon sites.

Relevant data shows that the global beauty and personal care product market will reach US$518.56 billion, and is expected to grow at a compound annual growth rate of 3.53% between 2023 and 2028. The global beauty and personal care industry is experiencing an increase in demand.

Audio Digital :

5 brands on the list : Soundcore, Baseus , Edifier , Shokz , Tronsmart

In recent years, many industries have experienced a downward trend due to various factors, but music products are an exception. Whether it is Anker's audio brand Soundcore, or Baseus, Shokz, etc., they are all contributing to the audio and digital category with their unique positioning and innovative product design.

(Photo source: from Tronsmart)

However, in comparison, in recent years, the focus has been on open-back headphones, and speakers are mostly small, portable and suitable for a variety of occasions. Tronsmart, which made it into the list, is owned by Shenzhen Jike E-Commerce Co., Ltd., and its main products are speakers suitable for parties, indoors and outdoors. On Amazon, many of Tronsmart's products are ranked on Amazon BSR, with sales exceeding 100 in the past month, and the product ratings are also good.

3D Printing :

5 brands on the list : Creality, Bambu Lab , Anycubic , Elegoo , Flashforge

As the demand for customized products in the fields of home and education expands, the demand for 3D printing is also showing explosive growth. According to third-party data, the global 3D printing market will reach US$15.4 billion in 2022, and the growth rate will remain above 20%. By 2026, the global 3D printing market will exceed the US$37 billion mark.

Of the five brands on the list , four are from Shenzhen, China, and Bambu Lab is the new overseas brand with the most growth potential and room for improvement. As early as the end of 2023, the total global visits to bambulab.com reached 17.66 million, with 5.89 million visits per month.

Not only the above categories, but also many brands in furniture and home furnishing categories, new energy categories, such as Flexispot of Levo, Costway of TAG Heuer, Songmics of Zhiou, etc. In the field of new energy, Ecoflow and Jackery, which we are familiar with, are also on the list. In addition, some niche categories have also produced many leading brands, and relevant sellers can focus on them.

As the number of brand sellers in China continues to grow, brand value has become increasingly prominent, and building a global brand has become a compulsory course for many sellers in the new year.

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Going to sea

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