安吉“出海”记：一把椅子顺着网线卖全球

Core Insights - Anji, known as the "Chair Capital of the World," is facing challenges in its chair manufacturing industry, including low processing profits and intense competition, prompting a shift towards cross-border e-commerce to enhance market reach and value chains [1][3][5] Industry Overview - Anji's chair industry has evolved into a modern industrial cluster since its inception in the early 1980s, with over 1,200 industrial enterprises and a significant portion being large-scale companies [3][5] - The region produces a variety of chairs, including office chairs, gaming chairs, ergonomic chairs, and massage chairs, showcasing a diverse product range [3] Transformation and Challenges - Traditional reliance on OEM and ODM models has led to diminishing profits, necessitating a transition towards value competition rather than price competition [5][6] - The shift to direct-to-consumer cross-border e-commerce is seen as a viable strategy for companies to expand globally and escape homogenized competition [6][8] Cross-Border E-Commerce Development - Companies like Wanbao Technology have successfully transitioned from OEM to cross-border e-commerce, achieving significant sales growth and brand recognition [8][9] - The development of a robust supply chain and product quality is crucial for success in the cross-border e-commerce landscape [9][12] Entrepreneurial Opportunities - New entrepreneurs are leveraging Anji's established furniture industry to create high-quality products for the international market, achieving rapid sales growth [10][11] - Emphasis on understanding consumer needs and preferences is critical for product development and market positioning [12][13] Service and Brand Building - Companies are encouraged to focus on service quality and local market demands to build a strong global brand image [13][14] - The integration of logistics and customer service is essential for enhancing consumer experience and brand loyalty [13]