Sell the kitchenware to the West Asia Desert. How did this Guangzhou guy do it?

Text/Yangcheng Evening News all -media reporter Shen Zhaotu/Interviewee provided

Recently, the Guangzhou guy sold the kitchen equipment to the topic of West Asia to the third place on Weibo. The Guangzhou guy in the hot search is Yang Jian, the general manager of Guangzhou Shengyron.

The reporter learned that Yang Jian, who was studying in France, began to do business in commercial dining and kitchen supplies after returning to China, and started cross -border e -commerce through Ali International Station's transformation line through Ali International Station. It is worth mentioning that Yang Jian gradually broke the low -end impression of overseas markets for Chinese food and kitchen equipment, and successfully founded the kitchen brand "Funuo", allowing Chinese commercial food and kitchen equipment Overseas customers recognize.

Break the low -end image of Chinese food and kitchen equipment

As early as 2009, Guangzhou Sheng Yilong opened in the form of offline stall stores. In 2011, it was developed in the business and kitchen industry as a trader of dining and kitchen supplies.

In 2014, due to the increasing number of trade wholesalers in the food and kitchen industry, Chinese dining and kitchen manufacturers had no room for price war. There was no room for premium space at all, and profits were over and lower. When a Chinese food and kitchen product, the selling price is higher than the psychological anchor price of overseas buyers, and the purchaser will not buy it.

Yang Jian realized that by establishing independent brands, seeking higher brand premiums, and mastering the autonomy of product quality, he launched the independent brand "Funnord" to build his own moat.

At the beginning, Yang Jian paid more attention to expanding overseas markets through offline channels. On the one hand, he created its own brand flagship store in the core business district where Dubai luxury big names gathered. As a hub for market expansion, the brand radiates the brand to Europe and Africa. On the other hand, actively participate in overseas offline exhibitions, from booth packaging and booth design to exhibitors' temperament, comprehensively manage the brand image, and attract overseas professional buyers at the exhibition.

After more than two years of brand exploration, Funno officially entered the right track in 2016, and took the first step in the independent brand to go to sea.

The epidemic is blocked and moved to the line.

Unexpectedly, the epidemic in 2020 gave "Funord" a good stick. In 2020, the delay and cancellation rate of overseas exhibitions exceeded 90%, while the exhibitions of developed countries such as Europe and the United States were basically suspended, and Fonord's business customer acquisition model was in trouble.

In order to reverse the trouble brought about by the epidemic, Yang Jian decided to fully move the independent brand Fonord in 2021. In October last year, Yang Jian accidentally brushed the experience of doing foreign trade counterparts to participate in the sharing of super star brands in the circle of friends. It turned out that Ali International Station launched a brand exclusive marketing activity specifically for high -quality merchants in the head in March 2020. Yang Jian saw the opportunity to make a brand on the B2B cross -border e -commerce track.

In mid -December last year, when the sixth phase of the super -star brand investment opened, Yang Jian signed up for the first time, and he successfully selected with his own independent brand Fonord.

In the event of the super star brand in January this year, the independent brand Fonord performed well. In less than three weeks, the sales rose 5 times from the previous month. A major breakthrough in the market in Europe and the United States has made a major breakthrough, and an Australian buyer set off three container -free cold cabinet products in one go.

What is even more surprising is that three months after the event continued to harvest the benefits brought by the brand, the order achieved a four -fold increase in March this year.

At this time, the advantage of online trade anti -risk was once again prominent. In the post -epidemic era, the recovery speed of small and medium -sized catering merchants should be much higher than large catering projects. The turnover of "Funord" on the international station has returned to the level before the epidemic.

Source | Yangcheng Evening News · Yangcheng School

Responsible | Xu Zhangchao

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