Little Fingernails, Create a Cross-border Sale
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- Feb 13,2025
Summary
The article covers MelodySusie's growth and the rise of DIY nail - art demand, reflecting the nail - drill industry backdrop. A booming nail - art market increases nail - drill demand. MelodySusie, serving nail - art lovers, may do nail - drill R & D and sales.
Small fingernails create cross-border sales
A small nail cover has created a 100 billion market, and nail polish, baking lamps, and grinding machines have fed countless cross-border e-commerce companies.
When it comes to cross-border sales in the nail art field, MelodySusie can't be avoided. In the store on Amazon in the United States, MelodySusie claims to be the TOP1 nail polisher brand and is loved by more than one million users.
Back in 2017, nail polishers became the core product of MelodySusie. The relevant person in charge told the brand factory, "The demand for home manicures has surged after the epidemic, and in the past two years, MelodySusie has experienced significant growth. ”
MelodySusie is an independent station that was founded in 2009. Few people know that it belongs to LOFTK, and LOFTK's company in China is Shenzhen Nanjia Technology Information Co., Ltd. (hereinafter referred to as "Nanjia Technology"). LOFTK employs nearly 200 people, and its founder, Jinfang Li, has worked for Zebao USA for many years.
After leaving Zebao, Li Jinyi began to be a cross-border e-commerce brand, involved in many categories, such as thermos cups, silk wigs, toys, pet supplies, kitchen utensils, etc. His entrepreneurial journey is a true portrayal of the early DTC brand cross-border sellers.
Extremely low-key, he has been involved in the cultural industry
At the LOFTK 14th Anniversary Annual Meeting in 2024, "Mr. King" took the stage to deliver a speech. He is wearing a company culture shirt, has a thin body, wears glasses, and looks polite.
Multiple sources have confirmed that King is always LOFTK boss Li Jinfang. Tianyancha data shows that Li Jinfang is the actual controller and general manager of Nanjia Technology, with a shareholding ratio of 57.5%. The brand factory contacted LOFTK, but the other party did not disclose information about Li Jinfang and LOFTK.
According to the Shekou TV report and the information on the official website of LOFTK, Li Jinfang studied at South China Normal University and Peking University, and the companies he worked for basically had foreign trade business. Prior to founding LOFTK, he spent several years at Sunvalley's U.S. office.
Founded in 2007, Zebao is a former cross-border e-commerce giant. At its peak in 2020, its operating income and net profit attributable to shareholders of listed companies were 4.774 billion yuan and 247 million yuan respectively. Zebao has produced many founders of cross-border brands, including Petlibro, Dreo, Epeios, and Vanture.
At the beginning of his business, Li Jinyi embarked on the road of cross-border e-commerce and sold many categories, among which nail tools were the most successful.
For more than ten years, LOFTK has sold thermos cups, silk wigs, pet supplies, household products, nail tools and other categories, involving brands such as MelodySusie, Miu Color, and Qottle.
In an article with Li Jinfang, it was mentioned that one of LOFTK's thermos mugs had sold well in the United States, reaching the first place in the category sales list, and in 2015, the company exported a silk wig, which topped the Amazon category sales list in one fell swoop.
Currently, on Amazon, Walmart.com