Core Viewpoint - The article discusses the unique "anti-hit product logic" of SmallRig, a Shenzhen-based company that has successfully navigated the overseas market by focusing on user co-creation, a wide range of SKUs, and high-frequency iteration rather than relying on single blockbuster products [4][8]. Group 1: Company Overview - SmallRig was founded in 2013 and specializes in photography and videography equipment, boasting over 1,000 SKUs currently available and plans to launch over 600 new products by 2025 [8][26]. - The company has achieved a GMV exceeding 1.6 billion yuan by 2025 and has consistently ranked at the top of Amazon's imaging accessories categories [8]. Group 2: User-Centric Development - SmallRig's approach involves gathering user feedback to identify pain points and develop products accordingly, rather than preemptively identifying market needs [7][14]. - The company has established a systematic method for collecting user opinions, which are categorized and prioritized for product development [17][18]. Group 3: Product Development Strategy - SmallRig's "DreamRig" project allows users to receive free samples of products, fostering a sense of community and encouraging user promotion [20][21]. - The company emphasizes modularity and standardization in its product design to manage the complexity of a large number of SKUs effectively [27][28]. Group 4: Marketing and Sales Strategy - SmallRig organizes its products around specific imaging scenarios, which enhances customer experience and increases average order value, with independent site customer spending averaging $120 compared to $50 on Amazon [30][29]. - The marketing strategy focuses on scene-based product organization, which contrasts with the single-listing competition on platforms like Amazon [30]. Group 5: Supply Chain and Information Systems - The company has developed its own supply chain and information systems to support its unique business model, which includes self-assembled production processes and custom-built ERP systems [34][35]. - SmallRig's reliance on long-term partnerships with suppliers has fostered mutual growth and innovation [34]. Group 6: Challenges and Future Outlook - Despite past growth rates of doubling revenue annually, the company now faces a more stable growth rate of 30%-40% and acknowledges the need for improved internal management structures to support this growth [52][51]. - The company recognizes that while its user-driven model may not yield the fastest growth, it provides a more sustainable path in a rapidly changing market [53].