A few days ago, the news that the founder of the former well-known domestic brand Hanhou sold a 70 million mansion to repay debts rushed to the hot search on Weibo, attracting a group of viewers to sigh, "The more the enterprise lives, the more difficult it is".
On the other hand, in this year's cross-border e-commerce circle, there are also many sellers who leave the market in debt, not long ago in an interview with Yien.com, the protagonist Siye has been in the cross-border circle for 10 years, from "lying down to make money", to mortgaging the house to save the company this year. It is the same as the above-mentioned founder of Han Hou who sold his house to save the company.
Some people say that the era of cross-border lying and earning is long gone, and "as long as you don't lose money this year, you will be a winner". In the past, Yien.com always shared the experience and cases of domestic brand sellers successfully going overseas, but today I want to talk about American brands in a niche track that have gone from debt entrepreneurship to annual revenue of hundreds of millions of dollars.
Debt entrepreneurshipIt was profitable in 1 year, and now it has beenHead brand
As the leading brand of motorcycle accessories and equipment in the United States today, Revzilla did not start well.
Revzilla was born in 2007 in a small apartment in Old Town Philadelphia, USA, with only three founders – Anthony Bucci, Matthew Kull and Nick Auger.
Since it was difficult to find a favorite motorcycle equipment on the market, and the quality was always not up to standard, veteran motorcycle enthusiast Bucci decided to create his own brand.
So with experience in e-commerce, he recruited Nick and Matt, who have network development skills, and the founding team of a motorcycle equipment and accessories retail brand ** that has since become popular in North America was born.
Despite their ambitions, the reality is that they don't have enough money to support them.
The three of them maxed out their credit cards, couldn't scrape together $30,000, and the start-up capital was in jeopardy. But fortunately, with a good understanding of this market, and the right cooperation between the founders, Revzilla was profitable after only one year of business.
According to foreign media reports,The first year of establishment, revzilla's salesThere it is$1.8 million, after which it quickly enters a state of frantic running.
The fourth year of establishment (In 2010，revzillaofAnnual incomeAlreadyMore than $10 million,A year later (Year 2011This number doubled again, reached$20 million
With the money, Revzilla has since expanded its team (currently has about 450 employees), and the company's headquarters has finally moved to a larger location. Founded 12 years ago (2019), with its vertical deep cultivation of niche tracksrevzillaFrom the original debt business to do**Sales amounted to 1$7.5 billion
Today, Revzilla is the largest online retail brand of motorcycle apparel, parts and accessories in the United States, with 65,000 square feet (about 6,039 square meters) of product warehouse space alone.
On its independent website page, you can see that the product matrix under the brand is very rich, including motorcycle riding clothing, cycling shoes and boots, gloves, cycling eye masks, helmets, cycling mobile phone holders, tires, motorcycle repair tools and accessories, etc.
The average monthly visits of the independent station are nearly 5.5 million, ranking TOP1 in the United States
Through a search on Amazon, Walmart and other North American e-commerce platforms, Een.com found that Revzilla does not seem to be sold on third-party e-commerce platforms.
From this point of view, the online channel, Revzilla only relies on its self-built **revzillacom, so how does its independent station perform?
Similarweb data shows that:revzilla.comranked No. 1 in the nation in the field of motorcycles in terms of vehicle visits
In November,revzilla.comThe total number of visits reached 4.9 million, and the average user browsing time was 3 minutes and 43 seconds
And for the last three months (September-November), revzillaThe total number of visits to com has declined, which should be related to the winter season. Although it has declined, it has maintained a super high level in its industry in the past three monthsThe average number of monthly visits reached 546670,000
Looking at the independent station traffic of the top five motorcycle brands in North America**:
Harley-D**Idson came in secondcom has more average visits than revzillacom, reaching 5.53 million;
CycleTrader is in third placecom, the average number of visits in the last three months was 4.1 million, and it slipped to just 3.6 million visits in November;
Cycle gear in fourth placecom, the average number of visits in the last three months was only 1.87 million;
Advrider in fifth placeThe average number of visits to com in the last three months was only 2.63 million.
And the above brands are established longer than revzillacom early. Correspondingly, Harley D**Idson was the first to be founded, having appeared in 1903, a full 104 years older than Revzilla;Cycle Trader was founded in 1991, Cycle Gear was founded in 1974, and Adventure Rider was founded in 2001.
Revzilla can be said to be a latecomer, and the "one-stop shopping" has also made consumers more loyal to the brand and **.
Google Search Trends data shows that:torevzillaSearching for a keyword has seen a 3,800% increase in popularity in recent times
In the past five years, the search popularity of revzilla has also remained high, especially when the temperature warms up every summer, and consumers' demand for going out and riding increases, and the popularity of revzilla has also maintained a peak value for a long time.
Not only online channels, Revzilla has also laid out offline physical stores. Today, the Revzilla is undoubtedly at the top of the North American motorcycle scene. This year, Revzilla also became the title sponsor of the AMA (American Motorcycle Association) National Adventure Ride Series.
The monthly sales of single products exceed 10,000, and 100,000 listings are on sale on the Meiya site
In Europe and the United States, the demand for motorcycle riding has always been high, which has also led to the continuous growth of the market for related products.
According to the Transparency Market Research data report,The global motorcycle accessories market reached $9.2 billion in 2022 and is expected to reach $12 billion by 2031, at a CAGR of 29%。There are more optimistic data than this report, indicating that the global motorcycle accessories market will reach $15 billion by 2032.
According to eBay related information, on its platform, the annual sales of auto and motorcycle parts are more than 10 billion US dollars, and 30% of eBay buyers have purchased auto and motorcycle parts products.
On Amazon, a search for "motorcycle accessories" shows resultsThere are 100,000 listings for saleThe products cover cycling clothing, helmets, motorcycle repair tools, etc., and some products can easily achieve a monthly sales of 4,000 pieces.
A search for "motorcycle equipment" shows that there are 40,000 listings for sale, most of which are cycling apparel products, such as windproof hoods, cycling eye masks, cycling clothes, etc. Judging from a certain riding windproof hood, the listing shows that as of press time,The number of reviews reached 30,797, and the sales volume exceeded 10,000 pieces in November
Compared with the brand, the unit price of this kind of product on Amazon is lower, and for consumers who are not so attached to the brand, it is obvious that the products of the third-party platform are more attractive.
So what are the advantages of Chinese sellers if they want to enter this track?Advantages of the industrial chain.
According to the data, China's auto and motorcycle parts industry belt is concentrated in Zhejiang, of which Ruian is known as "China's auto and motorcycle parts capital". In 2002 alone, there were 1,208 Ruian auto and motorcycle parts production enterprises, with an output value of 8 billion yuan. By 2015, there were 2,500 auto and motorcycle parts manufacturers in Wenzhou, to which Ruian belongs, with a total output value of 60 billion yuan and a shipment value of 7$2.7 billion.
The upstream and downstream cooperate closely, and this complete industrial chain can also bring more market competitive advantages to relevant overseas sellers.