Core Insights - The article discusses the challenges faced by cross-border e-commerce sellers in a highly competitive market, emphasizing the need for differentiation and unique growth strategies [1] - It highlights the experiences of three sellers who overcame significant obstacles to establish their brands and achieve success [1] Seller Case Studies Seller Liang Ting - Liang Ting transitioned from platforms like eBay and Wish to Amazon, facing challenges with product homogeneity and price wars [2][3] - A critical turning point occurred when one of her products was taken down due to copyright issues, prompting her to rethink her strategy [3][4] - She decided to create her own brand by collaborating with factories to develop unique products and enhancing brand visibility through consistent packaging and marketing efforts [5][6] - These actions led to a 40% repurchase rate and a stable annual sales figure of over 1 million euros [7] Seller Qi Fan - Qi Fan, initially a traditional factory operator, successfully transitioned to e-commerce but faced a severe price war in the small appliance category [8][10] - He discovered that a competitor had innovated their product development, reducing costs by 30%, which made it impossible for him to compete on price alone [10][11] - Qi Fan pivoted to focus on outdoor portable appliances, leveraging advancements in battery technology to create a new market niche [12][13] - His advertising strategy combined both on-platform and off-platform efforts, resulting in over 70% of his sales coming from organic orders [14][15] Seller Zheng Xiao Xing - Zheng Xiao Xing and her husband faced internal challenges when a trusted factory began cutting corners and selling inferior products, leading to a significant drop in sales [16][18] - They learned valuable lessons about maintaining professional boundaries in partnerships and implemented strict quality controls and legal protections for their products [19][20][21] - By optimizing their supply chain and focusing on product innovation, they elevated their store ranking to the top 3 in their category, achieving annual sales of 8 million yuan [22][23] Industry Trends - The article illustrates the ongoing competitive nature of the cross-border e-commerce industry, where sellers must continuously adapt to survive [24] - It emphasizes the importance of proactive strategies, such as product iteration and market analysis, to build a resilient brand [25][26] - The collective experiences of the sellers demonstrate that small, strategic actions can lead to significant changes in business outcomes [27]

Group 1 - The core point of the article is that Aifenda (301575.SZ) has experienced a significant decline in its stock price, closing at 58.83 yuan, down 6.86% on its fourth trading day, with a new low of 58.81 yuan during the day [1] - Aifenda was listed on the Shenzhen Stock Exchange's ChiNext board on September 10, 2025, with a public offering of 21,670,000 shares, accounting for 25.00% of the total shares post-issuance, at an issue price of 27.69 yuan per share [1] - The total amount raised from the issuance was 600.0423 million yuan, with a net amount of 545.5069 million yuan after deducting issuance costs, which was 119.1731 million yuan less than the original plan [1] Group 2 - The company planned to raise 664.68 million yuan, intended for upgrading the automated production line for 1.3 million towel racks, constructing a new automated production line for 1 million towel racks, and supplementing working capital [1] - The total issuance costs (excluding VAT) amounted to 54.5354 million yuan, with underwriting and sponsorship fees of 26.4151 million yuan [1]

Core Viewpoint - The company Aifenda has received approval for its initial public offering (IPO) from the Shenzhen Stock Exchange, with the application status changing to "submitted for registration" on May 26, 2023, after being approved by the listing committee on April 27, 2023 [2] Financial Performance - The company reported revenues of 557 million yuan, 800 million yuan, and 762 million yuan for the years 2020, 2021, and 2022 respectively, indicating a revenue decline of 4.73% in 2022 compared to 2021 [2] - Net profits for the same years were 12.93 million yuan, 70.08 million yuan, and 93.13 million yuan, showing a significant increase of 32.90% in net profit for 2022 compared to 2021 [2] - The company aims to raise 665 million yuan through the IPO, which will be invested in the construction of an automated production line for towel racks and upgrading existing production lines, as well as supplementing working capital [2] Key Financial Metrics - Key financial metrics for 2022 include: - Revenue: 762.22 million yuan - Net profit attributable to shareholders: 93.13 million yuan - Basic earnings per share: 1.43 yuan - Weighted average return on equity: 23.13% [2]