Wen | Chen Xining
Editor| Peng Xiaoqiu
36Kr learned that EUNA, a home furnishing brand in the sea, recently announced that it has obtained an angel round of investment from Blue Ocean Zhongli Capital and Unique Capital, and this round of financing is served by Ming On Capital as the exclusive financial adviser. This round of financing will be mainly used for product research and development and brand promotion.
It is understood that at present, THE MAIN SKU of EUNA focuses on desktop home products, and the main categories focus on kitchen appliances, including knives, forks, plates, etc. At present, its explosive single products are knives, and the main sales channels are Amazon and independent stations. Since its launch in June 2021, EUNA's overall GMV has accumulated about tens of millions of yuan, and its current monthly sales can reach about 3 million yuan.
EUNA contains a catalog of products for multiple SKUs
Different from the sales logic of Amazon sellers in the past, EUNA pays more attention to brand cultivation in marketing, and is good at stimulating repurchase through scene shooting and internet celebrity planting grass. Currently, its main traffic positions are INS, TikTok and META. Especially on the INS side, EUNA opens up the market at low cost through Meitu's interaction with KOLs.
At present, the repurchase rate of its products is about 20%-30%. "Because our photos contain multiple SKUs and have a sense of life scenes, many customers belong to the beginning of the moon who bought knives at our place, and maybe at the end of the month he will come to make up a plate and so on." Brand founder Chen Yaohong told 36Kr. In addition, the unit price of its products is also higher than that of similar cross-border e-commerce products, with its tool products as an example, its tool products are mainly independent research and development, previously ranked high in a single category on Amazon, and the unit price is about 60-150 US dollars, which is a tool with a higher unit price on the list.
One of EUNA's main tool products
At present, EUNA has achieved about 2,000 SKUs, in the form of independent product research and development + peripheral product buyer procurement component supply chain. Its brand founder, Chen Yaohong, is a serial entrepreneur who has previously had e-commerce experience and has also worked for the cross-border e-commerce brand Aoji. Chen Yaohong told 36Kr that he was born in Yangjiang, where he has many factories in home and kitchen products, which is also the reason why he has strong supply chain capabilities. At present, EUNA has a number of cooperative factories, Chen Yaohong said that at present, EUNA can achieve 1-5 new products per category per month, and about 300 non-original categories.
As an investor in this round, Zheng Lianfa, the founding partner of the only angel fund, said that the investment in EUNA mainly values the founder Chen Yaohong and his team have a rich supply chain background, and have content thinking in marketing, and are good at conveying the concept of kitchen supplies through scene photos and short videos. It is worth mentioning that this is also the only capital to announce the increase of overseas home furnishing brands again after December, and Newme, which mainly focuses on TikTok short video marketing in December, also announced that it has received its investment. In this regard, Only Capital said that the cross-border e-commerce industry is a turning point in 2021, and the entire market has gradually shifted from the seller thinking of "selling supply chain" to brand creation, so Only Capital will focus on cross-border e-commerce companies with brand thinking. In addition, Sole Capital also focuses on infrastructure in this area, such as warehousing and logistics.
Tan Li, founding partner of Blue Ocean Zhongli Capital, an investor in this round, said: Kitchen supplies are gradually changing from functional self-use products to social products and social language. We see many European and American users and Internet celebrities personalizing their self-expression by sharing their own kitchen supplies and lifestyle. EUNA has insight into the structural change trend of kitchen supplies and conforms to this trend, combined with the aesthetic characteristics and scene characteristics of EUNA's products, to provide users and talents with scene-based aesthetic content, and the products have been highly recognized by users and Internet celebrities. Based on this, Blue Ocean completed its investment in EUNA in one month.