In recent years, Zhejiang has produced a number of outstanding cross-border brand sellers in overseas e-commerce. No longer satisfied with serving only as the "world's factory" for OEM manufacturing, they are bringing high-ticket furniture, patio and outdoor products, home storage, fitness equipment and other categories to global markets through Amazon, TikTok Shop, independent websites and other channels.

Below are several representative Zhejiang cross-border brand sellers, in no particular order.

Hengjian Home

Hengjian Home is a phenomenon-level brand in TikTok Shop's U.S. furniture category. Founded in 2022, it entered TikTok Shop U.S. in 2023 and reached No. 1 in the furniture category within just two months with an armless chair. Over the following year and a half, brand store sales exceeded US$66.8 million (about RMB 450 million). In 2024, a cross-shaped office chair sold more than 70,000 units, becoming the store's best-selling item.

Hengjian Home's success is built on a solid supply chain. Leveraging the global production network of its parent company Henglin Co., Ltd., it operates seven global production bases in China, Vietnam and Switzerland. It began laying out overseas warehouses in North America as early as 2019 and now owns several North American overseas warehouses. In channel strategy, Hengjian Home started with TikTok and gradually expanded to Amazon, Walmart, Wayfair and its own independent website, building an omnichannel sales system covering mainstream e-commerce and self-operated channels.

Jesia Home

Jesia Home was founded in 2006, transformed from traditional foreign trade to cross-border e-commerce, and has deep experience in the European and American markets for 20 years. It ranks as a Top 3 supplier on Wayfair, North America's largest home e-commerce platform. Sales exceeded US$100 million in 2023, and it launched an A-share IPO in November of the same year. The company owns several private brands including Karat Home, Hulala Home and Z Gallerie, covering sofas, chairs, ottomans and other seating products.

Zhongyi Industrial

Zhongyi Industrial started in Xiaoshan, Hangzhou, with 25 years of supply chain experience. Its brands include EVERITE, HICAMP and LETRIGHT, covering a full range of patio outdoor products such as balcony tables and chairs, umbrellas, beach and camping gear, and solar lights. Its overseas e-commerce business spans more than 30 developed countries. In 2023, it received over RMB 100 million in Pre-IPO financing led by GF Qianhe, reflecting strong capital market recognition of its brand globalization model.

Jinhua Shengxue Leisure Products

SunnyFeel is the outdoor brand under Jinhua Shengxue Leisure Products, mainly selling beach lounge chairs, camping tables and chairs, self-inflating tents and other products. It holds a 16.3% share in the U.S. outdoor niche market, and 10 products each surpass RMB 1 million in single-item sales. In 2024, cumulative export value exceeded RMB 500 million, ranking third in the same category on Amazon, making it a leading Zhejiang outdoor leisure brand in cross-border e-commerce.

EZVIZ

EZVIZ is a smart home brand spun off from Hikvision, focusing on smart home cameras, robot vacuums, smart locks, AI hardware and other products. Its smart home camera shipments rank first globally. In overseas e-commerce operations, EZVIZ has built a content matrix across YouTube, TikTok and other platforms, and is well versed in GDPR, CE and other European and American compliance requirements. It is a benchmark enterprise for 3C smart hardware going global from Hangzhou.

GreatStar Industrial

GreatStar Industrial is a well-known Hangzhou cross-border e-commerce company specializing in tools and some digital products. As a representative of successful transformation from traditional foreign trade to cross-border e-commerce, it deeply cultivates overseas markets through an omnichannel model of "third-party platforms + independent website" and consistently ranks first in Amazon hand tool exports.

Its private brand WORKPRO has not only won Amazon's "Ten Years of Long-Term Success" award (the only tool brand to receive this honor), but also helped increase private brand (OBM) revenue from less than 10% to about 48%.

Merach

Merach is a leading domestic home fitness equipment brand that began its global push in 2021. The company adopts an integrated approach of "self-developed hardware + AI content + localized operations."

The brand now reaches more than 50 countries and deeply operates mainstream global e-commerce platforms such as Amazon, TikTok Shop and Walmart, maintaining a leading position in overseas sports and fitness categories. In 2024, overseas revenue reached RMB 700 million, covering over 10 million users in 50 countries. It has achieved No. 1 category sales in multiple Amazon country markets and has ranked first in TikTok cross-border e-commerce in the sports and fitness field. In 2025, Merach won Amazon's "Global Expansion Excellence Brand of the Year" award.

FlyBird

FlyBird is a fitness brand under Hangzhou FlyBird Technology, focusing on lightweight fitness equipment such as abdominal crunch machines and vibration slimming machines. When TikTok Shop U.S. cross-border business officially launched in the second half of 2023, FlyBird entered immediately and set up a dedicated operations team. In just over a year, FlyBird's monthly sales jumped from US$500,000 to nearly US$2 million. One slimming machine sold US$10 million, and an abdominal crunch machine sold US$590,000. Within one year, FlyBird became TikTok's second-largest global fitness brand and No. 1 in the fitness category.

The success of these brands is not accidental. Merach's viral product strategy on TikTok, Hengjian Home's overseas warehouse network, Jesia Home's flexible customization model, and Zhongyi Industrial's brand matrix building all require systematic methodology support.

(Source: Cifnews Editorial Department)

Source: Cifnews
Original link: https://www.cifnews.com/article/188534