100 top brands’ traffic exposed! Anker’s Amazon search volume exceeds 1.2 million

Cross-border e-commerce has been booming for ten years, and a large number of practitioners have rushed into the market. After the market has been washed away by the waves, a few sellers have finally stood at the top of the pyramid and become the best among the overseas groups.

Recently, the "China Cross-border E-commerce Brand Influence List ( 2023/10 )" was released. The list mainly targets native cross-border e-commerce brands such as ANKER and Amazfit, and analyzes their influence using data from three dimensions: search popularity, independent site natural traffic, and Amazon search volume.

A total of 100 cross-border brands made the list, from multiple categories such as digital accessories, smart home, clothing, beauty and personal care, kitchen appliances, tools, etc. How is the traffic of these brands on Amazon and independent station channels, what are their advantages and main products? We selected some of them to see how the "top students" were made.

Top 100 cross-border brands released, 3C and clothing take the lead

Last week, the National Business Daily and Shenzhen Yishi Technology jointly launched the "China Cross-border E-commerce Brand Influence List ( 2023/10 )", announcing the search data and traffic of the top brands, so that sellers can intuitively feel the impact of the leader.

In terms of categories, 3C digital products and clothing have the largest number of brands on the list. The list also makes a more detailed classification of categories, and the brands on the list in each category are as follows:

Clothing : SHEIN, Halara , Urbanic , Aelfric Eden, ROMWE , Cider , Techwear , ZAFUL , Lilysilk , urban revivo , MICAS

Charging energy storage : ANKER

Digital accessories : CASETiFY, RhinoShield , Ugreen , Hohem, SmallRig, Zhiyun, VILTROX, Ulanzi, TORRAS , PITAKA , MOFT , Neewer , Meross , Epomaker , MAONO , Native Union , JSAUX

Health wearables : Amazfit

Audio digital : Nebula, Soundcore, Baseus , EDIFIER , Shokz , Tronsmart , Tribit , 1MORE , MPOW , Nothing

Digital video : Insta360  

Cleaning appliances : Roborock, Eufy, Worx, Tineco , Dreame , ECOVACS , Levoit , NARWAL, Shark

Car products : Maxxis, OTTOCAST , carpuride

3D printing : c reality , Anycubic , bambu lab

Smart home : GOVEE , SwitchBot

New energy : Ecoflow , BLUETTI , Jackery , Renogy , Zendure  

Tools : SKIL , HOTO

Beauty and personal care : sheglam , Unice , Ulike , TYMO

Online stores : LightnTheBox , Banggood

Home Furnishings : Costway, FlexiSpot, a osom , SONGMICS

E- bike : Aventon, Engwe

In addition, other mainstream brands on the list include children's clothing PatPat , maternal and child products Momcozy, kitchen appliances Cosori , shoes VIVAIA, swimwear Cupshe, stationery and office supplies Ohuhu, wedding dresses JJ's House, outdoor sports Naturehike , outdoor clothing TideWe , and luggage Pacsafe .

Some brands in specific categories also made it onto the list, including e-reader BOOX , garden machinery greenworks , security brand Reolink , glasses ZEELOOL, wearable device XREAL, large-size clothing BloomChic , electronic musical instrument Donner , fishing gear KastKing , and coffee machine WACACO .

3C: The "Hermes" of mobile phone cases, the traffic of independent websites exceeds Anker

In the cross-border e-commerce environment, 3C is one of the most popular categories, with brands of this type occupying about 1/3 of the rankings, and competition is fierce.

Anker

In the "BrandZTM China Global Brands List" released in June, Anker ranked first in the electronic accessories category. As a representative brand of 3C, Anker's search popularity is as high as 9585.26 , which is a gap among many cross-border brands, ranking second, second only to SHEIN. Anker's independent site has 4652.27k natural traffic , and Amazon's search volume (UV) is even more terrifying, close to 1.22 million.

Anker's charging products are still one of the main sources of Anker Innovation's product sales revenue and are also its key product development area. In the first half of this year, Anker's charging revenue was 3.483 billion, a year-on-year increase of 18.29%, accounting for 49.30% of the total revenue, nearly half.

CASETiFY

CASETiFY , ranked third , is worth noting. It is one of the fastest growing technology accessories brands. Its search popularity is as high as 5992.4, and its independent station organic traffic is 5445k, which is higher than Anker, but the Amazon search volume is 112,000, which is much lower.

CASETiFY focuses on mobile phone cases and other electronic accessories . Its product line covers mobile phone cases, shoulder straps and chains, protective films, watch straps, chargers and charging cables, laptop cases and tablet cases, etc. As a fashion lifestyle brand, CASETiFY often launches joint series with well-known IPs. Its products emphasize personalized design and are very popular among trendsetters and young users.

(Photo source: CASETiFY official website )

Fashion positioning also brings higher premium space. CASETiFY's mobile phone cases are famous for being expensive, and netizens call them "Hermes in mobile phone cases." On the brand's official website, the price of mobile phone cases is mainly between 300 yuan and 800 yuan; the price of basic mobile phone straps is 289 yuan, and the price of more exquisite ones is 509 yuan; the lowest price of mobile phone chains is 289 yuan. The long-standing concept of trendy brands is its unique brand halo.

Nebula

Anker Innovations' projection equipment Nebula and audio equipment brand Soundcore were also included in the list, forming a 3C group.

Nebula ranked fifth, with a search popularity of 5525.11, an independent site organic traffic of 111.43k, and an Amazon search volume of 21,000. Currently, Nebula's laser smart projection products mainly include three series, the Cosmos flagship series focuses on home theater, the Mars series focuses on outdoor audio and video, and the Capsule series focuses on extreme portability, highlighting different selling points.

Soundcore

Soundcore ranked eighth, with a search popularity of 3403.44, an independent site's natural traffic of 1856.5k, and Amazon search volume of 234,000.

Soundcore focuses on the research and development and sales of audio products, including headphones, speakers, etc. At present, its speaker lines include two core product lines for parties, Soundcore Flare and Soundcore Rave series; the headphone lines include the Soundcore Liberty series that focuses on good sound and high appearance, the Soundcore Spirit series that focuses on sweat-proof and strong bass sports series, and the Soundcore Life series that covers different forms and scenes, which can meet the needs of different consumers.

Anker revealed that more than 83% of Soundcore team members are engaged in R&D-related work.

Clothing: SHEIN leads the way, and large-size clothing is also popular

Among all cross-border brands, almost no one can compete with SHEIN. SHEIN firmly sits at the top of the list, with a search popularity of 165,000, 17 times that of Anker, and an independent station with natural traffic of 164 million. This is not surprising, SHEIN is no longer a simple cross-border brand. After starting to recruit platform sellers this year, SHEIN has completed the transformation from a seller to a platform, and its role has changed.

Many of the clothing brands on the list are familiar to sellers in the industry, such as fast fashion brands Cider , ZAFUL , Lilysilk , swimwear brand Cupshe, children's clothing brand PatPat , etc. In addition, we can pay attention to more subdivided brands in this category, such as sportswear, plus-size clothing, and outdoor apparel.

Halara

Halara was founded in July 2020. It is a sportswear brand founded by Zhang Xiaopei. It is affiliated to Beijing Quanliang Quansu Technology Co., Ltd. and is also a fast fashion cross-border e-commerce brand. In the sports and leisure category , Halara mainly sells various sports and leisure products such as short-sleeved shirts, sweatpants, tennis skirts, etc. The product design is mainly European and American style, and the price ranges from US$20 to US$ 40 . It focuses on cost control and hopes to provide top quality and super expressive clothing.

( Halara official website )

What is talked about about this brand is that it completed its A and angel rounds of financing in less than a year after its establishment . On July 29, 2020 , Capital Today, Shanxing Capital and others invested US$30 million ; on June 17, 2021 , Capital Today, Sequoia China, IDG and other capitals raised US$100 million in financing.

How can niche categories quickly attract fans? Halara chose to leverage social media to break out of the circle. By deploying platforms such as YouTube, Instragam, and TikTok, and cooperating with influencers, Halara continuously releases product try-on and matching videos, quickly accumulating fans.

In this list, Halara ranks 21st with a search popularity of 1633.72, an independent site's natural traffic of 1504.17k, and an Amazon search volume of 46,000.

JJ's House

Research and Markets predicts that the global wedding dress market will be worth approximately $61.1 billion in 2022, and will grow at a compound annual growth rate of 3.9%, reaching $69.9 billion in 2026. The United States remains the largest wedding dress market.

Founded in 2010, JJ's House is the world's leading online retailer of wedding dresses, special event dresses, wedding dresses and accessories, offering more than 2,000 wedding-related dresses, prom dresses, etc. With more than 12 years of experience in designing and producing dresses, JJ's House can provide the highest quality materials and impeccable details at the lowest cost. The price of JJ's House dresses can be 60% lower than that of competitors.

The brand also offers tailor-made dresses. Within 15 days, a handmade dress can be customized according to the customer's preferences, and users only need to pay a symbolic fee of $20. JJ's House provides free custom size services for customers in the UK and other places for a limited time, and the try-before-you-buy service is also being promoted. For nervous brides-to-be, these actions are a plus.

JJ's House ranks 59th on the list, with a search popularity of 463.16 , an independent site's natural traffic of 2605.36 k, and an Amazon search volume of 1013. The independent site is responsible for sales.

BloomChic

According to a report by Credence Research, the global market value of plus-size women's clothing is expected to exceed US$264.4 billion in 2027, and the demand for plus-size clothing is even higher in Europe and the United States. In the United States, more than two-thirds of women wear size 14 or above, but only about 2% of women's clothing stores offer plus-size women's clothing. Not being able to buy beautiful and well-fitting clothes is a worry for many women.

BloomChic has spotted this vacancy. The website was launched in 2021, and it provides clothing in sizes 10 to 30 in North America , including T-shirts, shirts, jackets, sweatshirts, shorts, skirts, jeans, long skirts and other styles . It aims to make it easier for women of medium and plus sizes to buy suitable and good-looking clothing. The products are cost-effective and the prices are mainly between US$20 and US$50.

In order to open up the plus-size market, BloomChic simultaneously uses social media marketing, influencer marketing and offline activities. By cooperating with plus-size influencers for promotion, it quickly narrows the distance with customers and conducts sales and user retention.

The brand's founder, Hu Zhoubin, is the son of the founder of Metersbonwe. He founded BloomChic after leaving Metersbonwe in 2020. The label of "fast fashion second generation" has kept the industry paying close attention to this brand. In two years, BloomChic has received three rounds of financing, and its progress is amazing.

On this list, BloomChic ranked 73rd, with a search popularity of 368.42, an independent site's natural traffic of 1253.34k, and an Amazon search volume of 1092.

Smart home: The category continues to be popular, and the head effect is obvious

In addition to clothing and 3C products, home furnishing brands also occupy a considerable share.

According to the data compiled by AVC , in the first half of 2023, the domestic omni-channel retail sales of the cleaning appliance industry reached RMB 15.0 billion, a year-on-year increase of 3.1%. Among them, the floor scrubber category has a strong growth momentum, with retail sales of RMB 5.45 billion in the first half of this year, a year-on-year increase of 30.9%, accounting for 36.3% of the sales in the cleaning appliance market, an increase of 7.7 percentage points from the same period last year, becoming the fastest growing subcategory of cleaning appliances.

The demand for cleaning products in overseas markets is also rising. From cleaning appliances to security, smart home products have penetrated into the lives of more people, giving rise to a number of sub-category brands, and the competition in the industry is fierce.

Roborock

Roborock 's main business is the design, development, production and sales of smart hardware such as smart cleaning robots. Its main products include smart sweeping robots, floor scrubbers, washing machines, etc. Roborock ranks sixth on the list, with a search popularity of 4182.83, an independent station natural traffic of 791.67k, and an Amazon search volume of 350,000.

Overseas, Roborock Technology focuses on developing the US, European and Asia-Pacific markets. So far, its products have covered more than 100 countries and regions around the world, and more than 10 million households use Roborock sweeping robots. Roborock Technology has opened online brand stores on online platforms such as Amazon, Home Depot, Target, Bestbuy, and WalMart in the United States. In order to improve its market position and provide better after-sales service, it has established local branches and overseas companies in major overseas markets.

Stone Technology has noticed changes in the consumer market.

According to GFK's 2023 report, overseas consumers value smart home products that are more practical rather than marketing gimmicks, and 41% of consumers are willing to pay a premium for products that simplify their lives. The most typical example is the smart sweeping robot. Although its price is four times that of the standard version (the average price of a smart sweeping robot is $423, and the average price of a general-performance sweeping robot is $116), consumers are still willing to pay for it. It can be seen that the prospects for smart homes are broad.

eufy

e ufy is a smart home brand under Anker Innovations, ranking seventh on the list, with a search popularity of 3620.66, an independent site natural traffic of 1871.5k, and an Amazon search volume of 332,000.

eufy is now divided into four categories: cleaning, smart control, health and lighting. It has a variety of products including sweeping robots, voice-controlled assistants, smart scales and smart bulbs . It currently has two major product lines: eufy Clean focuses on smart home cleaning solutions, and eufy Security is deeply engaged in smart home security systems. It builds an innovative home security product matrix through a series of products such as smart video doorbells, smart door locks, and smart wireless security cameras.

Anker Innovations classifies its eufy smart home and Nebula projection products as smart innovation products. In the first half of the year, this category generated revenue of 1.946 billion yuan, a year-on-year increase of 16.66%, accounting for 27.54% of total revenue.

Tineco

In the field of cleaning appliances, the Ecovacs family cannot be ignored. Although Tineco is the second growth pole of Ecovacs, its influence in overseas markets is catching up with Ecovacs.

Tineco ranks 12th on the list, with a search popularity of 2326.87 , an independent site's natural traffic of 440.07 k, and Amazon search volume of 527,000.

Among them, the star products FLOOR ONE series smart floor scrubbers and PURE ONE series smart vacuum cleaners have been recognized by multiple overseas industry associations and authoritative media, and won the first place in the 2023 Most Recommended Steam Mop by the US Consumer Report, the Most Recommended Vacuum Cleaner Award by the technology media TechRadar, and other awards, and have won multiple honors.

In the first half of the year, Tineco brand's overseas business revenue increased by 24.2% year-on-year, accounting for 30.9% of the revenue, an increase of 3.2 percentage points over the same period last year.

Dreame

Founded in 2017, Dreame focuses on smart home appliances. It has launched four major product categories: sweeping robots, cordless vacuum cleaners, smart floor scrubbers, and high-speed hair dryers, and continues to expand. Its products have covered more than 120 countries and regions including China, the United States, Germany, France, and South Korea .

Dreame ranks 16th on the list , with a search popularity of 2178.4, 531.22k natural traffic on the independent site, and 87,000 searches on Amazon.

Yu Hao , founder and CEO of Dreame , graduated from Tsinghua University with a degree in aeronautics and astronautics . He is obsessed with technology and attaches great importance to the technological genes of smart homes. More than 70% of Dreame's employees are technicians , and the annual investment in research and development exceeds 12% . As of August 2023, Dreame Technology has applied for 4,190 patents worldwide.

Ecovacs

Ecovacs is a leader in smart cleaning appliances, focusing on R&D and innovation. This year, the brand once again made it onto the BrandZ Top 50 Chinese Global Brands list. In this new list, Ecovacs ranks 31st, with a search popularity of 1047.37 , 754k organic traffic on its independent site , and 97,000 Amazon searches.

By the first half of this year, the cumulative global sales of Ecovacs X1 series sweeping robots have exceeded 1 million units. In terms of new product category development, the newly launched T20 series products have emerged as a dark horse in the market with their hot water mop cleaning function; the new generation of window cleaning robot product W1S Pro has significantly improved the efficiency of window cleaning, driving the revenue and sales of the Window Treasure series products to increase by 16.3% and 13.9% year-on-year respectively; at the same time, lawn mowing robots and commercial cleaning robot products will be launched to the market one after another, expanding the product matrix to provide intelligent solutions for more scenarios.

In the first half of this year, Ecovacs ' overseas business revenue increased by 26.5% year-on-year, accounting for 34.3% of the total revenue, an increase of 7.1 percentage points over the same period last year.

More subdivided industries and emerging categories are also on the list

In addition to major categories such as clothing, beauty and personal care, automotive products, and the popular new energy, some more niche categories have also produced leading brands, including maternal and child products Momcozy, glasses Zeelool, fishing gear KastKing , health wearables Amazfit and 3D printing brands. Let's take a look at the situation of Zeelool.

ZEELOOL is the number one in the vertical category of glasses in cross-border e-commerce. It is a cross-border brand that emerged in Zhengzhou.

Zeelool is affiliated to Xiaomoshou Digital Technology (Zhengzhou) Co., Ltd. The company was established in 2017, but the industry structure had already taken shape at that time. How could newcomers gain a foothold? Xiaomoshou took prescription glasses (myopia glasses) as the entry point and founded the Zeelool brand. As customers gradually accumulated, the product range was expanded to the field of fashion glasses. At present, the products have covered different needs, including myopia glasses, presbyopia glasses, sunglasses, glasses frames, contact lenses, etc. The product design is fashionable and diversified, which can meet the needs of consumers in different scenarios.

On the way to overseas, most domestic cross-border sellers will use Amazon, but Xiao Moshou focuses on building its own website. Currently, there are more than 2,000 glasses on its website, and the price of the frames ranges from US$7 to US$40. With the advantage of the domestic supply chain, Xiao Moshou has a significant price advantage. Some institutions have estimated that compared with buying glasses in offline stores, consumers who place orders from the Zeelool website can save more than 70% of the price difference, attracting a large number of users.

According to PipeCandy data, Zeelool brand website sales can reach 25 million to 50 million US dollars a year. Xiao Moshou said that in the past three years, the company has grown at an annual rate of more than 100%, far exceeding the industry average growth rate. In the future, Xiao Moshou will continue to work hard to "become a respected world-class brand."

This is also reflected in the data. In this article's list, Zeelool ranks 51st, with a search popularity of 531.58, an independent site's natural traffic of 1127.34k, and an Amazon search volume of 1505, leaving behind many clothing and digital accessories brands, showing amazing strength.

In the future cross-border expansion, more Chinese brands will shine.