Leave the downtown area of Wenzhou City and head south for about half an hour, and you will arrive at Tangxia Town, Rui'an City.
This place is known as the "Capital of China's Auto and Motorcycle Parts". The storefront signs along the street, the sound of machines coming from the factories, and the advertisements for auto and motorcycle parts products everywhere together constitute the daily life of this industrial town. The story of stable import and export starts here.
In 2017, Stable Import and Export was established in Tangxia Town, mainly engaged in auto parts for the aftermarket, doing traditional foreign trade business, purchasing auto parts from domestic suppliers, and then supplying them to overseas importers.
In 2019, the Amazon Global Store Development Manager came to Tangxia Town to hold a promotional meeting. At that time, Stable Import and Export learned for the first time that auto parts can be sold directly to overseas consumers online without going through importers.
In 2020, Stable Import and Export registered an Amazon account. But at that time, traditional trade was still on the rise, and the profits were considerable, so they took a position first.
This "position" lasted for five years.
In the following years, traditional foreign trade business continued to decline, customers' price pressure became more and more serious, and the profit margin of the original model was continuously compressed.
In mid-2025, the core team made up their minds and went all out to develop Amazon's business. Seven months later, Stable Import and Export's daily order volume increased from 8 orders to over 800 orders.
Transitioning from traditional B2B trade to Amazon B2C is not as simple as moving products online.
For Stable Import and Export, the biggest change is the reconstruction of business thinking. In the past, doing traditional foreign trade, the company was more like "taking orders". Customers told them what model, how many quantities, and when to deliver, and Stable Import and Export organized procurement and completed delivery as required. How the products are ultimately sold is something the customer has to consider.
But Amazon is completely different.
Zheng Defu, Product Development Director of Stable Import and Export
"What products to sell, what price to set, how to make the page, how to place ads, how much inventory to prepare, all decisions have to be made by yourself, and every judgment has to be borne by yourself. "
Resistance also occurred within the organization. The old employees were originally familiar with the business and were used to a relatively certain way of working. Suddenly, they turned to a whole new set of rules and operating systems, and there were inevitably doubts in their hearts.
The approach taken by Stable Import and Export was: Continue to do traditional business and use its cash flow to support new business exploration. Old employees can still stay in the familiar business line, and those who are willing to invest in Amazon's business can also gain corresponding development space and treatment improvement in the new growth.
From 8 orders to more than 800 orders, the key word given by Zheng Defu is two words: "Data".
To support Amazon's business, Stable Import and Export has built four core databases: adaptation database, vehicle ownership database, parts replacement cycle database, and aftermarket price database.
Taking blower resistors as an example, the team must first investigate how many types of blower resistors there are in the US market. Through the adaptation database, it is concluded that there are about 1000 specifications.
Which of the 1,000 types are in demand in the US market? The team will further filter through the vehicle ownership database. The larger the vehicle model ownership, the more stable the demand for the corresponding parts. After this round of filtering, 1,000 specifications were narrowed down to about 400 key SKUs.
However, demand does not necessarily mean it is worth doing. The aftermarket for auto parts also depends on the replacement cycle. Are the parts entering a concentrated replacement stage? Is the market already highly crowded? These issues need to be judged in conjunction with the parts replacement cycle database.
Zheng Defu gave an example, some parts have a high replacement frequency, such as filters, which seem to have a large demand, but the competition is often already fierce. On the contrary, some categories with moderate replacement cycles and not so high competition density are more likely to run profit margins.
Finally, the team will determine a reasonable pricing range through the aftermarket price database by comparing the market prices of similar products.
Through these four proprietary databases, Stable Import and Export can preliminarily judge whether there is an opportunity for the product in the market. Combined with Amazon's search trends, brand analysis, competitor performance, and advertising reports etc., further verify whether this opportunity is valid on Amazon.
"When both signals are correct, we will invest in this category." Zheng Defu said.
Sellers who do cross-border auto parts know that the real difficulty of this category is SKU is too complicated. An auto parts store has thousands of SKUs, and the adaptation data, link content, inventory rhythm, and advertising keywords of each SKU must be managed separately..
In Zheng Defu's opinion, adaptation data is the first threshold for cross-border auto parts. Whether a part can be installed depends on multiple dimensions such as year, brand, model, engine, displacement, and location. Any inaccurate data may result in the consumer not being able to install it after purchase, followed by returns and bad reviews. Therefore, the data in the adaptation database must be very accurate.
Then there is link compliance. Auto parts products often involve compatible brands, but attention must be paid to the use of "compatible with" or "replacement for" (applicable to) and other expressions in the link to avoid brand infringement risks. It is necessary to make consumers understand and willing to buy while complying with the rules, which requires meticulous control.
Next is inventory management. The auto parts replenishment cycle is long, from placing orders with domestic factories, to production, shipping, sea transportation, customs clearance, to FBA shelving, the entire cycle may take three to four months. If you stock up too much, your funds will be tied up by inventory, and if you stock up too little, you will easily run out of stock.
Zheng Defu, Product Development Director of Stable Import and Export
"Once auto parts are out of stock, the previously stable natural traffic will drop. When the goods are replenished, the pit may have been occupied by competitors, and you have to burn ads again and accumulate weight again. "
There is also advertising keyword management. Assuming a store has 3,000 SKUs, and each SKU corresponds to 10 core keywords, it means that there are 30,000 keywords to be managed simultaneously. Which words to add investment, which word's ACOS (Advertising Cost of Sales) is abnormal, all rely on data to continuously adjust.
"The hardest thing is not a certain point, but every link is meticulous." This is Zheng Defu's personal experience in doing cross-border auto parts. In the end, the core of doing auto parts on Amazon is to break down the complex process, manage it, and precipitate it. Only in this way can the company turn thousands of SKUs into a sustainable growth management system.
When buying auto parts online, consumers are most worried about buying the wrong ones. For cross-border auto parts sellers, whether you can explain the information clearly on the page directly determines whether consumers dare to place an order.
Stable Import and Export has two core customer groups on Amazon: one is DIY car owners who like to repair their own cars, and the other is small repair shops. For DIY car owners, maintaining and repairing their own vehicles is not only to save labor costs but also to enjoy the sense of achievement brought by repairing their own cars. Small repair shops have continuous procurement needs and value product quality, delivery stability, and repurchase experience more. For them, once there is a problem with product quality or adaptation, it affects not only one order but also subsequent trust.
Therefore, Stable Import and Export will write as much as possible adaptation information, product size, installation instructions, packing list, and vehicle model table in the link. Which models can be used and which cannot be used will be highlighted on the page. The clearer the information, the fewer concerns consumers have, and the higher the conversion rate.
In terms of quality control, Stable Import and Export will give priority to screening suppliers with mature channel supply experience. For example, some factories that have supplied AutoZone, Advance Auto Parts, O'Reilly, NAPA, and other mainstream American auto parts chain channels have been screened by mature markets and channel systems, and their product stability is more guaranteed.
"Consumers don't not want to buy, but they need us to give them enough confidence to dare to place an order." Zheng Defu said.
On February 28, 2026, Stable Import and Export's Amazon backend data showed that 828 orders were sold that day.
The team was excited to see this number .
Zheng Defu, Product Development Director of Stable Import and Export
"That day, after passing 800 orders, the heads of our nine departments and the general manager went to the hotel for dinner to celebrate. There is a saying in our team: the more achievements, the more successful."
In ordinary consumer goods categories, this number may not be outstanding, but in the auto parts category with high SKU, strong adaptation, and heavy performance, 800 orders are already at the top level. It means that it is not that a certain link suddenly exploded, but that the entire operating system has really started to run.
Looking back, Zheng Defu summarized the impact of Amazon on Stable Import and Export into three levels.
The first level is the change of judgment basis: from experience-driven to data-driven.
When doing traditional trade, many judgments come from experience. Which customer has long-term returns, which products sold well last year, the salesperson has a general idea in mind. But on Amazon, facing more decentralized and real terminal consumer demand, selection, pricing, inventory, and traffic cannot rely on feelings.
Amazon's search trends, brand analysis, conversion data, and consumer feedback allow the team to continuously observe market demand and competition changes. At the same time, Stable Import and Export's self-built database is also a capability that was forced out in this process.
The second level is the change of collaboration method: from individual combat to system collaboration.
In the era of traditional trade, a capable salesman can independently complete the whole process from receiving orders, following up orders, urging payment, to customer maintenance. But on Amazon, from the selection of a SKU to selling it, it goes through adaptation confirmation, supplier matching, page production, compliance review, advertising placement, inventory management, logistics performance, and after-sales feedback. Each link requires professional personnel to be responsible.
For Amazon's business, Stable Import and Export has built a 9-department collaborative organizational system, established an ERP system and SOP process . Departments no longer fight separately but operate collaboratively around data and processes.
The third level is the change of identity recognition: from supplier to brand.
Doing traditional trade, branding was not the most important thing for Stable Import and Export. But doing Amazon, they must think about: Can consumers remember you? Will you choose you again during the next repurchase? Therefore, the team has increased brand building from the beginning, completed Amazon brand filing, built brand flagship stores, and strengthened brand display from titles, pictures, A+ pages to product packaging.
In Zheng Defu's opinion, Amazon Global Store is not just another sales channel for Stable Import and Export.
Zheng Defu, Product Development Director of Stable Import and Export
"Without Amazon, we might still be a traditional order-taking company, and we could still live, but it would be difficult to make a qualitative leap. Amazon has enabled us to complete an organizational evolution."
For many Chinese companies rooted in industrial belts, Amazon Global Store has opened up a new path to the global market. Through 19 major sites covering the world, it helps Chinese sellers reach hundreds of millions of global consumers more efficiently, and also allows traditional foreign trade companies like Stable Import and Export to have the opportunity from "supplying overseas customers" to "directly serving global consumers".
