Four hundred million Amazon big sellers were banned, and small and medium-sized sellers grabbed the "big cake" of the projector

2022-11-21
293
154

Author:Blue Ocean Yiguan
Source: egainnews

The European Union's supervisory authorities have proposed new regulatory requirements for the sellers of [electronic appliances], and will formally take action in January 2022,Failure to comply will endanger the safety of the store, sellers who want to know the situation,Can scan the code at the end of the text to communicate with the group
The category of projectors was once full of gold, with a number of hundred million level sellers.
However, among the number sealing tides in April and May this year, at leastFour hundred millionThe brand related to the projector is closed by Amazon.
Including 10000Tuoke"VANKYO projector"Hongbo Weizhi's Bomaker projector and laser TV, Apeman's projector, Zebao's VAVA (which sells projectors), etc.

Four billion Amazon big sellers in b2b were banned, and small and medium-sized sellers grabbed the "big cake" of the projector

(Amazon screenshot)
The annual sales of these four brands in Amazon exceeded 100 million yuan, but they were banned by the platform on the grounds of "scalping and false comments".
In particular, VANKYO has topped the sales list of Amazon North America for 24 consecutive months in the category of projectors.
After the exit of these big sellers, they left a market space in the category of projectors, and small and medium-sized sellers quickly promoted their growth.
On the eve of the Japanese Olympic Games, a seller of projectors at Amazon Japan StationSold 1500 projectors,The unit price of the projector is 400-500 dollars, and the sales volume is more than 600000 dollars.
The seller had long been aware of the market trend of "no audience for the current Olympic Games" in Japan, that is, there would be no audience at the "Epidemic Olympics", so it had to be "held in an empty field" and transferred to online broadcast of the live events.
At this time, it is a huge opportunity for the seller of the projector. The seller seized the opportunity and got a big order.
The projector brand "BYINTEK" from Changsha also took advantage of the "cloud watching the Olympic Games" and sold well in quick sale and full sale in 618,Only a single store sold $300000.
At present, "Benying" is the sales champion of the category of "projectors" in Alibaba International Station and AliExpress. At the same time, it also supplies goods to European and American sellers and exclusive stores.
Under the influence of the epidemic, there are more and more scenarios such as home economy, remote office and meetings. Many projector sellers' stores have experienced a growth of more than 100%.
In 2024, excluding the demand for office scenes, the sales volume of the overseas household projectors industry will reach nearly 9 million (Essence Securities).
After the "fall" of many hundred million level big sellers, other big sellers are more riveting force, seize the market gap left behind, and continue to eat new incremental markets.
Blue Ocean Yiguan has learned that Price Chain is one of the earliest big sellers of Amazon projectors. In this round of the number crisis, its projector brand is still standing erect.
One of the projectors was the 8th best seller on Amazon's BSR "video projectors" category, with 1101 sold in the past 30 days.

Four hundred million Amazon big sellers on the e-commerce platform were blocked, and small and medium-sized sellers grabbed the "big cake" of the projector

(Source: Seller Sprite)
Anke also made a big bet on the projector, focusing on the layout through the "Nebula" brand.
Nebula has a product that ranks 18th in Amazon's "video projectors" bestseller list.

Four hundred million Amazon big sellers of cross-border e-commerce were blocked, and small and medium-sized sellers grabbed the "big cake" of the projector

(Source: Amazon. com)
According to Zhu Fanghao, an executive of Anker, the export of projectors under Anker this year has increased by more than 140% compared with last year, especially on the Prime Day of Amazon,Explosive growth more than 20 times
In particular,Specialization of projectors in domestic battlefieldsXgimi (Jimi Technology) also entered the arena, and has gained a firm foothold on Amazon.
In the first half of 2021,Polar meterOverseas incomeMore than 130 million yuan,About half (65 million) come from e-commerce platforms dominated by Amazon,The other half comes from offline sales.

Four hundred million Amazon big sellers going overseas were blocked, and small and medium-sized sellers grabbed the "big cake" of the projector

(Source: Prospectus of Jimi Technology)
The amount of 130 million yuan is very small compared with many big sellers, but it only accounts for a small part of the total revenue of Jimi.

Four billion Amazon big sellers in b2b were banned, and small and medium-sized sellers grabbed the "big cake" of the projector

Most importantly, Jimi is a master of domestic projectors. Its continuous increase will certainly stir up Amazon's spring water.
Compared with the first batch of hundred million level sellers, Jimi is a late comer on Amazon, but its performance has been good.
On Amazon America, the Xgimi projector, which sells for $1659, has sold 199 pieces in the past 30 days, with a sales volume of $330000, and the rate of leaving comments is 17.59%.

Four hundred million Amazon big sellers of cross-border e-commerce were blocked, and small and medium-sized sellers grabbed the "big cake" of the projector

In general, there are still great opportunities in the projector market. From 2021 to 2025, the global projector market value will increase by 5.88 billion dollars. (Data source: technovio)

Four hundred million Amazon big sellers of Sailing Info were blocked, and small and medium-sized sellers grabbed the "big cake" of the projector

(Source: technavio. com)
However, there are still some problems in the large projector market for the majority of sellers.
Chinese brands are hard to sell at high prices, with a return rate of 15%
Liu Hao, a senior seller, said that the competition for projectors in Amazon has become very fierce. To do projectors in Amazon, you need strong funds, as well as strong marketing and after-sales capabilities.

For many small and medium-sized sellers, capital is the biggest pressure. Nowadays, the purchase price of many projectors is up to 500 RMB. If you want to send them for testing, 200 favorable comments are 100000 yuan, and 1000 are 500000 yuan. It is difficult for small and medium-sized sellers.  

In addition, projector sellers generally face these difficulties:
1、 Chinese projector brands are difficult to sell at high prices
Compared with the price of thousands of dollars of international brands, the projectors of Chinese brands and Chinese sellers are very affordable.
As a popular brand of Chinese projectors in the European and American markets (including some brands that have already been sealed), the product price is mainly below $100. The FANGOR company is between $100 and $200, and the middle price of $500 or $600 is only Xgimi, Nebula and Xiaomi.

Four hundred million Amazon big sellers of cross-border e-commerce logistics were blocked, and small and medium-sized sellers grabbed the "big cake" of the projector

(Source: RUNTO)
Projector products on Amazon are mainly divided into three price ranges: low price zone, less than $100; Medium price, about 600 dollars; High price zone, above 1000 dollars.
The BSR list of the "video projectors" category is displayed,The projector with the highest sales volume, whose price is basically below $100Only a few of the 100 to 200 dollars.

Four hundred million Amazon big sellers going overseas were blocked, and small and medium-sized sellers grabbed the "big cake" of the projector

(Source: Amazon. com)
Besides, at this price,Basically Chinese brands and sellersThere are few foreign brands.
2. The return rate is as high as 15%, and many people "collect wool"
Liu Hao, the seller, revealed to Blue Ocean Yiguan that the comprehensive return rate of projectors on Amazon was about 15%. Many sellers returned their projectors to "collect wool", often making excuses for poor quality and asking the seller to send another one.
Under the loose return policy of Amazon, there are many buyers who choose "refund without return", which is a projector.
On microblog, some overseas Chinese also collected the wool of Chinese sellers, often picking up a projector for nothing.

Four hundred million Amazon big sellers going overseas were blocked, and small and medium-sized sellers grabbed the "big cake" of the projector

The prospectus of Jimi Technology also shows that Amazon has the highest return rate among many e-commerce platforms at home and abroad,It reached 15.49% (data from January to June 2020).

Four hundred million Amazon big sellers on the cross-border e-commerce platform were blocked, and small and medium-sized sellers grabbed the "big cake" of the projector

Part of the reason is that Amazon allows buyers to return goods for 30 days without any reason, and refunds when they confirm the return. This return policy is more relaxed than other platforms.
3. The average purchase price is 500 yuan, and the profit is not as high as expected
According to insiders, the average purchase price of a projector is about 500 RMB,If you want to write 200 reviews,That is 10W, 1000 is 50W, which is why small and medium-sized sellers are difficult to do projector market.
According to the financial report of the first half of 2021 of Jimi Technology, the company's operating income is 1.69 billion yuan, and the operating cost is 1.06 billion yuan. Moreover, the operating cost is mainly the direct material cost, accounting for more than 95%, which also shows that the cost of making projectors is very high.

Four hundred million Amazon big sellers going overseas were blocked, and small and medium-sized sellers grabbed the "big cake" of the projector

Because of technical reasons, Chinese projector brands and sellers can only win by "low price". If the price is below 100 dollars, the profits of the sellers are generally very low, and they must rely on "small profits but quick turnover" to make profits. However, most of the sales are held by the head brands. Small and medium-sized sellers are difficult to achieve high sales.
4. Technical barriers, difficult to occupy high-end market
In the projector market, Japan and Germany are the leaders, and most of them are now making DLP projectors.
However, Chinese brands, because of their backward technology, can only do low-end lines, LCD projectors, and win consumers by "preferential prices", especially consumers with low purchasing power.
According to the feedback of some sellers, because of the immature technology, most projectors exported from China are ordinary, 70% of which are HDMI+USB mode, just a display device without intelligent operating system.
Therefore, it is difficult for Chinese brands and sellers to occupy the high-end market. The high-end and expensive projector markets are still in the hands of first-line international brands such as SONY.
Conclusion:In 2020, China's projection equipment market will have a total shipment of about 8 million units. Most of the production process of projectors in the world is completed in China. We firmly believe that there are still great opportunities in the projector market. We hope that the projector industry will continue to make technological changes and go overseas under the support of "China's intelligent manufacturing".

Four hundred million Amazon big sellers on the e-commerce platform were blocked, and small and medium-sized sellers grabbed the "big cake" of the projector

If you are a seller of electronic appliances in the European Union, you may need to pay attention recently. Amazon, eBay, AliExpress, Wish and other platforms have begun to require sellers to upload French EPR on 2022.1.1. If you do not upload it, it will endanger the safety of your store.

Amazon platform notified the seller to upload EPR by email on 2021.12.1
Four hundred million Amazon big sellers on the cross-border e-commerce platform were blocked, and small and medium-sized sellers grabbed the "big cake" of the projector
<section style="margin: 0pt 16px 25px; outline: 0px; max-width: 100%; letter-spacing: 0.544px; text-indent: 0pt; font-size: 10.5pt; font-family: 微软雅黑; break-before: auto; break-afte <footer>The content of the article is created by the author, and the author is responsible for the authenticity, accuracy and legality of the content. Overseadia advocates respecting and protecting intellectual property rights. Without the permission of the author and/or this website, the content of this website may not be copied, reproduced, or used in other ways. If you find that there are copyright issues in the articles on this site, please contact chuhaiyi@baidu.com, and we will verify and deal with them in time. Source of the article: egainnews, this article is the author's independent point of view, and does not represent the position of overseadia.</footer>