A team of 5 people, 2 products, and sales of 200 million yuan a year

If it weren't for a melon in the entertainment industry last year, many people would not believe that an ordinary mattress could be sold at a sky-high price of 2 million yuan. Mattresses are large pieces of furniture, which are inconvenient to transport. In addition, the value of the goods is high. If inventory is generated, it will cause significant losses. Therefore, cross-border e-commerce sellers dare not touch this track easily. Because of this, latecomers have the opportunity to perform. Yien.com learned that a seller in Guangdong is one of the best among them. With just one mattress, his expected income this year is more than 3 billion yuan.

After five years of planning cross-border e-commerce , this year we will make 3.2 billion yuan

200 million yuan, 500 million yuan, 700 million yuan, 1.5 billion yuan, 3.2 billion yuan... This is the report card that Foshan Aiyi Home Furnishing Co., Ltd. has handed in after five years of layout in the cross-border e-commerce track. Compared with many old cross-border e-commerce big sellers, this performance is not inferior at all.

In recent years, the transformation of factories into cross-border e-commerce has been a hot topic. With the intensified competition and the temptation of the vast overseas market, a number of OEM factories have begun to enter the cross-border e-commerce track. However, this road is not easy to follow. Many factories either fail to make it or suffer heavy losses, and some even lose their entire fortunes. In this case, Aiyi Home Furnishing is a very successful case.

Although Aiyi Home Furnishing is a newcomer in the cross-border e-commerce industry, it is a veteran in the OEM industry . It has been established for nearly 16 years since 2007. Its cross-border e-commerce journey began in 2018. At that time, the profit of the OEM business continued to decline, so it decided to go overseas to find a new way out.

It submitted its first report in 2019, but the results were unexpectedly good. With a team of five people and only two products, it generated an operating income of 200 million yuan in one year. In the following years, it has been soaring, and sales are expected to reach 3.2 billion yuan this year.

Currently, overseas companies are trying to establish their own brands and seek new growth and development. Brand overseas is a proposition that needs to be considered after the overseas upgrade of industrial belts. Therefore, in 2022, Aiyi Home Furnishing launched its own mattress overseas brand MOLBLLY.

Although it is a new brand, it has performed very well. Last year, the brand's omnichannel revenue reached 1.37 billion yuan, and in the first quarter of this year, it increased by more than 70% year-on-year. In the TOP10 of Amazon's mattress category BS list (as of October 26), MOLBLLY occupies two seats, and one of its 10-inch memory foam mattresses ranks fourth. Currently, the product has accumulated 23,178 reviews, and 68% of buyers have left 5-star reviews.

In addition to Amazon, Aiyi Home Furnishing has also deployed Alibaba International Station and AliExpress. However, it has not launched many products on these platforms. This is because it implements a hot product strategy. The so-called hot product strategy is to find the user's demand point, cut in directly, make a good enough product, and concentrate all energy and resources to make a breakthrough in this product, that is, a single point breakthrough. This is obviously different from sellers who sell a large number of products.

The hot product strategy needs to formulate marketing rhythm, marketing tools, and channel strategies based on user portraits, business data, market data, etc. This is very difficult for many sellers to operate, but it is an excellent way to establish a brand image. The hot product strategy not only empowers the product, but also empowers the brand.

Today, backed by Foshan's industrial belt advantages, MOLBLLY is releasing huge energy overseas, and its brand image is becoming more and more well-known.

The brand's independent website is in place, with an average monthly visit volume of 50,000

Building an independent website is the only way to build a brand. In addition to selling on the platform, Aiyi Home Furnishing also built its own brand independent website MOLBLLY.com. However, compared with the rapid development of the platform, the development of the independent website lags behind.

According to Similarweb data, from July to September, the total number of visits to MOLBLLY.com was 152,700, with an average monthly number of visits of 50,900 and 32,200 unique visitors per month. The average visit duration was over 2 minutes, with 3.55 pages per visit and a bounce rate of 44.3%.

The website ranks 1061st among independent websites in the furniture industry. From a regional perspective, the website's traffic mainly comes from the United States. Nearly half of this traffic is paid for. Data shows that its paid search traffic accounts for 47.55%, and the rest comes from social, natural search, and direct channels, accounting for 13.92%, 20.78%, and 14.95% respectively. Very little comes from external links and display ads.

Although the traffic is not large, most sellers have given high ratings. According to Trustpilot, a global consumer review website , molblly.com has accumulated 290 customer reviews with an overall rating of 4.2, of which 68% gave a full score (5 stars), but 15% gave 1 star.

The reasons for consumers to give 5-star reviews are mainly that the product is easy to assemble, moderately soft and hard, and very comfortable to sleep in. The reasons for giving 1-star negative reviews are mainly concentrated on slow delivery, poor customer service, product quality problems, etc., and a considerable number of them complain about customer service issues, such as slow response.

One seller complained: "I've been dealing with them for a week and a half and nothing but denials so far. Can you please give me a call or email to explain how to handle this issue?"

The mattress market is expected to reach USD 80 billion.

As early as the 37th century BC, mattresses were already being bought and sold. This shows that a comfortable place to sleep has always been a human need. In modern times, in order to have a good night's sleep, people have tried every possible way to decorate their bedrooms, and mattresses, as an important part of the design, have become increasingly important.

According to a report released by the Brainy Insights, the global mattress market is expected to grow from USD 43.81 billion in 2022 to USD 84.74 billion by 2032, at a CAGR of 6.82% during the forecast period 2023-2032.

In China, mattresses are almost never replaced unless they are damaged and cannot be used anymore. However, the consumption habits in Europe and the United States are very different from ours. An authoritative survey shows that nearly 52% of Americans replace their mattresses every 5 years, and nearly 30% of them use their mattresses for less than 5 years, or even shorter.

Therefore, there is a lot of room for Chinese mattress brands to develop overseas.

China is the world's largest mattress producer and exporter, with exports reaching US$10.4 billion in 2022. The industry is mainly concentrated in Guangdong, Jiangsu, Shandong and other regions.

Among them, Guangdong is one of the important bases of my country's mattress industry, especially Foshan and Dongguan. Suzhou and Wuxi in Jiangsu are also important gathering places for my country's mattress industry. In addition, Qingdao and Jinan in Shandong also have a certain scale of mattress industry. Zhengzhou in Henan Province, Wuhan in Hubei Province, Hangzhou in Zhejiang Province and other places also have certain manufacturing capabilities and resource advantages.

The company that expanded into overseas markets earlier than Aiyi Home Furnishing was MLILY, which had already entered the U.S. market in 2012, long before the cross-border expansion boom.

Now that more and more people care about sleep, the importance of mattresses will become more and more prominent. Sellers can pay more attention to this track.

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