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As of 2023, although the cross-border e-commerce industry is constantly undergoing changes and reshuffles, the home furnishing track's overseas potential remains unabated. It has not only attracted many sellers to flock in, but also one listing boom after another. Recently, after the home furnishing giant Zhiou Technology passed the IPO review in June this year, Hangzhou Jessia Home Furnishing Technology Co., Ltd. (hereinafter referred to as "Jessia") also started the listing process. It is learned that on November 23, the official website of the China Securities Regulatory Commission showed that Jessica had signed a listing guidance agreement with CICC on November 15, 2023, officially starting the A-share IPO process. ▲ The picture comes from the official website of the China Securities Regulatory Commission It is learned that Jieshiya was founded in 2006 and is a comprehensive home furnishing company integrating R&D, production and sales. Its main products include furniture fabrics, home bedding, accessories, craft fabrics, household supplies and other categories. It owns several self-owned brands including Hulala, Tianran Life, and Jieshiya. Currently, Jessica has subsidiaries and warehouses in Vietnam, the United States and other regions. Its overseas business has covered multiple e-commerce platforms such as Wayfair, Amazon, and Homedepot . Among them, Jessica ranks among the top 3 on Wayfair's seller list. It is worth noting that Jessica was engaged in the traditional trade industry in the early days. He established a B2B foreign trade company in 2013. Later, while retaining the traditional trade business, he seized the momentum of the rise of the cross-border e-commerce industry and established a cross-border e-commerce company in 2014, successfully transforming into a cross-border Internet home furnishing company. Recently, according to Jessica, its sales in 2023 will exceed 100 million US dollars. It was also observed that during this year's Black Friday and Cyber Monday, while many cross-border sellers complained about the slump in order volume, Jessica still grew against the trend and exceeded the expected goals, with a Black Friday sprint target achievement rate of 124% and a Cyber Monday sprint target achievement rate of 107%. So, how did Jessica transform from traditional trade to cross-border e-commerce, and then become a leader among Chinese home furnishing brands going overseas? 1. Choose a seat market to break through As we all know, China is the world's leading exporter of home furnishing products, and the scale of home furnishing product exports has been rising year by year. According to data from the General Administration of Customs, in September this year, China's exports of furniture and its parts continued to grow, up 5.3% month-on-month to 38.22 billion yuan. At the same time, home furnishing products are a popular track for brands to go global. In recent years, not only have cross-border big sellers such as Zhiou Home Furnishing and Jessia Home Furnishing successively embarked on the IPO road, but also Costway, Homary and other home furnishing brands have been shortlisted for the "Top 50 Chinese Global Brands in 2023".
For more case studies of home furnishing brands going global, please visit Brand Ark's "2023 Home Furnishing Brands Going Global Insight Report"~ BrandArk BrandArk is a media platform focusing on DTC brands going global. Through brand case analysis and industry trend interpretation, it helps those going global to see a broader global entrepreneurial map. 535 original content Public Account ▲ Follow and reply [Home] to receive the complete report In the home furnishing industry, which is extremely lively but also very competitive, it is not easy for Jessica to break through successfully. Seizing the seating market in the home furnishing segment is Jessica's answer to this. Zheng Geqing, founder of JESIA Home Furnishing, mentioned: In the home furnishing industry, it is difficult for JESIA to compete with giants such as Gujia and Chivas with annual sales of 20 billion, but we can find a small track in the big track, and then further subdivide the small track to achieve the best in a smaller track. After analyzing the market share of furniture in the United States, and combining its own advantages in customizing products for specific mid- to high-end groups, Jessica finally chose the seating market, which accounts for about 45% of the U.S. home furnishing market. It is revealed that currently Jessica can design 50 colors for a soft-covered chair, 100 floral stripes for a sofa, and can also use a variety of fabrics. As a result, relying on its advantages in product quality, delivery time, user choice and life services in the seating market, Jesseia's sales increased tenfold in less than two years. 2. Cultivate localized brand image
In terms of brand marketing strategy, on the one hand, Jessica focuses on personalized and localized design of products, actively uses social platforms and holds offline events to interact with consumers , understand local culture, and adapt to market demand ; on the other hand , it cooperates with KOLs on social platforms to increase brand awareness and enhance consumer recognition .
Zheng Geqing, the founder of Jessia Home Furnishing, believes that establishing a brand image is the most important thing. By spreading the brand online, offline and on social media, users can generate awareness of the brand when they hear it, and Jessia is the best product of its kind. Judging from the final sales results, with its unique design, wide customer base, high-frequency online marketing and complete e-commerce channel layout , Jessia's online and offline brand building approach has won it the recognition and trust of consumers and maintained a leading position in the competition in the home furnishing market. Currently, Jessica owns several self-owned brands including Hulala, Tianran Life, and Jiexiju. The brand products are sold well on several leading e-commerce platforms such as Amazon and Wayfair, making it a cutting-edge brand in the overseas home furnishing market. It is worth noting that as a member of the home furnishing overseas track, Zhiou Technology, which had previously successfully listed, had a bumpy IPO road - it first submitted an application for listing on the Growth Enterprise Market in June 2021, but pressed the pause button due to outdated financial information and other reasons; it applied for an IPO again in April 2022 and successfully passed the meeting in July of the same year; in October 2022, it was issued a "Registration Feedback Implementation Letter"; until June 2023, Zhiou Technology's road to listing was finally settled. Now that Jessica's IPO journey has officially begun, will its future be a one-shot listing, or will it be as bumpy as Zhiou's? We can wait and see.
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