You’ve obtained an excellent concept for a non-public label
product to promote on Amazon and you already know that you simply wish to supply it from
China.
What’s your first step?
In case you are Kian Golzari, the very first thing you will do is crawl inside it.
That’s, in case your product is a sleeping bag and also you imagine as he does {that a} product shouldn’t merely be a strategy to generate profits, it ought to at first, provide nice worth.
In in the present day’s episode of the Critical Sellers Podcast, Helium 10’s Director of Coaching and Buyer Success, Bradley Sutton speaks with Kian Golzari, one of many world’s main personal label product improvement and sourcing consultants who has personally sourced over 2,500 merchandise for world manufacturers corresponding to Mattress, Bathtub & Past, Tesco, Argos and Aldi.
Kian has gained quite a few worldwide awards together with the 2017 Sunday Instances Quick Observe Award for High 100 UK Firms in Export Development.
He was additionally awarded the 2012 Olympic Video games contract to design, produce, and provide official merchandise.
However, let’s get again to Kian and his sleeping bag.
His father’s ardour was tenting and the outside so it was solely pure that after faculty, Kian would, after becoming a member of his father’s firm, discover himself surrounded by each tenting gear and super alternative.
He was given duty for sourcing and manufacturing and that’s the place his specific mixture of genius and willpower helped him and the corporate attain new heights.
It’s not precisely a secret that China has been experiencing nice change within the final decade. One of many largest has been within the exodus of the inhabitants away from the agricultural areas and into the cities.
In sourcing merchandise in China, Kian was making that very same precise journey, however in reverse. As extra Chinese language left their rural farm cities for the cities, it created a considerable problem for factories looking for staff. Wages went up, but it surely nonetheless necessitated somebody prepared to delve deeper into the countryside as a way to discover these factories.
Kian refers to it himself as “being out in the midst of nowhere and developing with concepts.”
One factor that he says that he has discovered over time is that the manufacturing unit itself is likely one of the finest locations to develop merchandise. As a substitute of sending emails and samples forwards and backwards, being able to take a seat down with the gross sales employees or the manufacturing unit boss and make modifications then and there, is invaluable.
And, in accordance with Kian, it has over time saved him nice quantities of each time and money.
He understands that not everybody can make a journey to China to begin their Amazon promoting profession. Nonetheless, he says that after gaining slightly traction, all sellers would profit (and finally lower your expenses) from the massive upside of creating private relationships with the “folks” behind these sometimes-anonymous factories.
With regards to the issue of unscrupulous sellers or factories copying his concepts; he’s obtained a solution for that as properly.
Kian says that “relationships and real friendships with factories is his first line of protection.” So far as different sellers go, he’s too busy innovating to fret a lot about them.
Hear in and discover out extra about Kian in addition to nice recommendations on visas and product testing on the podcast.
In episode 61 of the Critical Sellers Podcast, Bradley and Kian talk about:
- 02:05 – How Does Somebody Born in Scotland Finish Up Dwelling in Shanghai?
- 02:50 – Coming Up with New Concepts Out within the Center of Nowhere
- 03:37 – The Finest Place to Create New Merchandise is within the Manufacturing unit
- 05:05 – Sourcing within the Coronary heart of the Rural Nation
- 07:40 – Alibaba is a Nice Beginning Level, however . . .
- 10:28 – Making His Personal Area of interest by Creating the Finest Product
- 12:00 – The First Step of Advertising and marketing is Product Growth
- 12:39 – A Background in B to B Gross sales Makes Product Growth Convincing
- 13:16 – A Rucksack Throws Bradley for a Loop
- 15:00 – Giving your Buyer What They Need Doesn’t Must be Costly
- 15:25 – If I’m Growing a Sleeping Bag, I’m Spending the Evening in It
- 19:08 – Straight-Ahead Chinese language Visa Suggestions
- 21:30 – Avoiding Frequent Chinese language Sourcing Errors
- 22:42 – Chinese language Producers Love Quantity
- 23:00 – Don’t Neglect Your Product Testing
- 25:10 – Product Testing 101
- 27:20 – Defending Your self and Your Product
- 31:35 – As Lengthy as You Preserve Innovating, You’ll Keep Forward of the Curve
- 32:35 – Methods to Contact Kian
Take pleasure in this episode? Be sure you take a look at our earlier episodes for much more content material to propel you to Amazon FBA Vendor success! And don’t neglect to “Like” our Fb web page and subscribe to the podcast on iTunes, Google Play or wherever you hearken to our podcast.
Need to completely begin crushing it on Amazon? Listed below are few fastidiously curated sources to get you began:
- Freedom Ticket: Taught by Amazon thought chief Kevin King, get A-Z Amazon methods and strategies for establishing and solidifying what you are promoting.
- Final Useful resource Information: Uncover the perfect instruments and providers that can assist you dominate on Amazon.
- Helium 10: 20+ software program instruments to spice up your complete gross sales pipeline from product analysis to buyer communication and Amazon refund automation. Make working a profitable Amazon enterprise simpler with higher knowledge and insights. See what our clients must say.
- Helium 10 Chrome Extension: Confirm your Amazon product concept and validate how profitable it may be with over a dozen knowledge metrics and profitability estimation.
- SellerTradmarks.com: Logos are important for shielding your Amazon model from hijackers, and sellertrademarks.com offers a streamlined course of for serving to you get one.
Transcript
Bradley Sutton: Immediately, we’re going
to study concerning the significance of making the absolute best merchandise from a man
who has developed over 2000 merchandise working immediately with factories in China.
How cool is that? Fairly cool, I believe.
Bradley Sutton: How’s it going, everyone?
Welcome to a different episode of the Critical Sellers Podcast. I’m your host,
Bradley Sutton. And with me, I’ve Kian on the road. Kian, how’s it going?
Kian Golzari: I’m all good. All good man. Bradley, how are you?
Bradley Sutton: I’m doing simply
pleasant. You’re proper now within the UK, proper?
Kian Golzari: Yeah. Proper now I’m in Scotland. Yeah. That’s the place I’m primarily based, however I’m heading out to the states subsequent week. I at all times discover myself between the US, China, and the UK.
Bradley Sutton: Okay, cool. Do you
have a favourite place that you simply’ve been to?
Kian Golzari: You realize what? I’ve spent the final 10 years residing and dealing in China, after which I’ve some companies that I work on in LA largely. My favourite cities are undoubtedly LA and Shanghai, however a house for me is Edinburgh, Scotland. It’s a lovely a part of the world. I don’t know in the event you’ve ever been out to Scotland, however I’d extremely advocate it. To any of the listeners, undoubtedly take a look at Scotland. It’s a stupendous place.
Bradley Sutton: All proper, properly if I
go there, you’re going to take me to a few of the finest pubs on the market, proper?
Kian Golzari: Oh, for certain. Yeah. Properly, so we’ve obtained nice pubs, but additionally whiskey is our like nationwide drink as properly. I’m a giant, massive whiskey fan. I hope you might be as properly.
Bradley Sutton: Okay, properly I haven’t
been. I’m extra of a tequila particular person residing right here in California, however I’m open to
attempting new issues.
Kian Golzari: You realize what? I’ve heard this, since you guys have a tequila room in your workplace as properly, proper?
Bradley Sutton: Precisely. Once you
come right here to the workplace, you may need to donate a great bottle of whiskey, so
it may be the tequila and whiskey room.
Kian Golzari: It might be my pleasure. Let’s lock it in.
Bradley Sutton: All proper, cool. All proper. Now, that is the Critical Sellers Podcast, however we’re speaking about critical alcoholics’ podcasts proper now. Let’s change bases right here. Kian, considered one of your major issues I do know is sourcing and having the ability to actually discover nice factories. Now we had Steve Simonton on right here earlier than, however I needed to do some bit completely different podcast than what I did with him. He had loads of good ideas. However to begin with, I needed to speak nearly you. Had been you born in Scotland?
Kian Golzari: Yeah, yeah, I used to be born in Scotland.
Bradley Sutton: So how does any individual
born in Scotland find yourself residing in Shanghai? What’s the story there? How did
that occur?
Kian Golzari: Properly, I imply I used to be tremendous fortunate as a result of my father began the enterprise about 32 years in the past. His ardour was tenting and outside. He began a model known as Highlander, the place he began manufacturing just a few merchandise like tents, rucksacks, sleeping baggage. After which, by the point I graduated college, he truly had a medium-sized enterprise, and he was going over to China doing all of the sourcing himself. So, once I graduated, he was like, “Hey, there’s this job for you. If you’d like on the firm, you’ll be able to take cost of all of the manufacturing.” And I went to China for the primary time, completely cherished it. After which, I discovered an actual ardour for creating merchandise, working with factories, going out into the center of nowhere, developing with new concepts. After which, from there, it simply type of spiraled uncontrolled. I obtained actually good at what I used to be doing. After which, different manufacturers got here knocking after which began partnering with different firms and dealing on licenses. So yeah, I obtained provided that place, which I suppose is basically fortunate. You realize, lots of people must work their approach up. However once I graduated from college, I may simply go straight right into a sourcing job, however completely cherished it.
Bradley Sutton: Discuss slightly bit
extra about what you simply mentioned: Discovering merchandise in the midst of nowhere. What
do you imply by that?
Kian Golzari: Yeah, properly as a result of going again sourcing like 20 years in the past, 15 years in the past, loads of massive firms wouldn’t truly go to the factories. They’d work with buying and selling firms in Hong Kong or buying and selling firms in Shanghai, and people folks would go to the manufacturing unit on their behalf. However I at all times discovered that to get the perfect outcomes, it’s important to go to the manufacturing unit immediately. You realize, it’s important to construct a relationship with the boss, and the perfect type of making merchandise is within the manufacturing unit. Once you wish to make modifications to a product and you may sit there and with the manufacturing unit boss or with the gross sales employees and inform them what you need after which they make it there after which in entrance of you, take into consideration all of the money and time that you simply’re saving than in the event you have been simply sending samples forwards and backwards to the workplace, they usually weren’t actually understanding you correctly and we’re making it accurately.
Kian Golzari: However loads of these factories historically arrange at port cities to get items out shortly, so close to Beijing, Shanghai, all these locations. However as these cities began creating, the factories may not be positioned there. And it stored shifting increasingly inland. And since I used to be spending a lot time in China, I may see that. I’d as quickly as a brand new manufacturing unit opened, like 4 hours rural into China, I’d soar on high-speed rail and get into that manufacturing unit. And the extra rural you go, the decrease the labor prices are, the higher the labor expertise they’ve. As a result of additionally China’s obtained an ageing workforce by way of the manufacturing unit staff due to such progress within the center class in China. Now the middle-class have gotten disposable earnings. They prefer to go to KFCs, Pizza Hut, Starbucks, nightclubs. So now, in the event you’re one younger employee and also you wish to get a job, you’d a lot relatively work in Starbucks relatively than work in a manufacturing unit. Manufacturing unit staff are literally discovering it so much tougher to get staff. And so consequently, it’s important to pay them a better wage. Really, a manufacturing unit employee will get paid greater than what somebody at Starbucks would receives a commission, imagine it or not. After which, these staff, they must go to the agricultural areas to go and construct these factories to really get 100 or 200 individuals who wish to work in a manufacturing unit. After I say, “going out into the center of nowhere,” that’s truly going into the manufacturing unit and doing and placing within the work principally.
Bradley Sutton: Okay. Then, I imply, simply on the product manufacturing prices alone, the standard is healthier in the event you go into these rural areas versus simply the standard hubs of the place the factories at all times was once. However now the price of labor is larger there and so clearly, it means the price of a product goes to be larger for probably decrease high quality.
Kian Golzari: Properly, I’d simply counsel you keep in contact and keep in tune along with your producer and take their recommendation or what they’re telling you as a result of your producer will transfer to different areas as a result of that space is perhaps near the uncooked materials of that specific product. So, for instance, considered one of my favourite merchandise to producer is a backpack, however all of the backpack factories are positioned close by within the Fujian province in cities like Xiamen and Shinzo, and people factories are arrange collectively. And lots of people seek for factories on Alibaba as a result of they don’t essentially have the time or what it means to go to China. However even if you seek for a product, like a backpack, on Alibaba, you’ll be able to see the place the manufacturing unit is positioned.
Kian Golzari: And in the event you simply type of comply with the town, then you will discover out the realm which actually makes a speciality of that product. However, for instance, lots of people know that digital merchandise are made in Shenzhen space. However then, in the event you see a backpack made in Shenzhen, then you definitely’re like “Woah! Are they actually good manufacturing unit as a result of all the great factories are within the different cities and Shenzhen’s recognized for electronics?” What I’m attempting to say is when you construct up an understanding of what areas actually specialised in what merchandise, then you already know you’re coping with the fitting manufacturing unit principally.
Bradley Sutton: Okay. Switching gears slightly bit. Lots of people, they do product analysis utilizing instruments like Helium 10 and perhaps they discover what’s a possibility, and again within the day, their course of was, “Hey let me simply go forward and seek for it on Alibaba and go forward and purchase it.” However lots of people are nonetheless utilizing Alibaba, however I believe extra lately, most simply as a type of search engine simply to check the market. But when any individual is doing that, what are some indications in Alibaba that one thing may be a great alternative or unhealthy? In my thoughts or what I’ve heard folks say is like, “If I seek for considered one of these items that we discovered on Amazon, a burrito blanket. Completely loopy factor. But it surely’s promoting rather well on Amazon. However you take a look at burrito blanket on Alibaba, and there’s simply pages and pages the entire similar factor.” Now, would that be a sign like, “Hey, perhaps you have to second guess this if there’s one thing like that the place there are such a lot of people who find themselves additionally in the identical factor or is that incorrect logic?”
Kian Golzari: I imply, personally I don’t actually like utilizing Alibaba as a result of I really feel that the perfect work is finished with the manufacturing unit immediately, and I do know lots of people truly can’t get out to China themselves, so that they do use Alibaba. However simply be aware of that. Alibaba works similar to Amazon in that these suppliers are paying to get to the highest of that itemizing. In case you see a provider primary or quantity two, they’ve paid to be there. Now do you actually wish to work with a manufacturing unit who’s paid to get your consideration? Whereas the perfect factories on the earth and those that I work with, I discover them on the Canton Honest in China; now their manufacturing strains are so busy, as a result of they’re so good that they don’t even really feel the necessity to listing on Alibaba.
Kian Golzari: The explanation I don’t like Alibaba is that you simply’re coping with loads of middlemen and also you’re coping with loads of—not essentially buying and selling firms as a result of buying and selling firms nonetheless give you a great service—however you’re coping with loads of resellers, and it’s so onerous to inform, for a newbie, the actual between the pretend type of factor. And as you mentioned, there’s simply a lot visitors and so many merchandise and so many objects on there that it’s actually, actually onerous to navigate. So, for that cause, I believe that Alibaba and globalsources.com are good sources so that you can get began and get what you are promoting going and develop into worthwhile. However as soon as we do develop into worthwhile, that absolute subsequent important stage in what you are promoting is to go to the Canton Honest, as a result of you’ll be able to go to a whole lot of suppliers beneath one roof, and you will discover 10 to twenty suppliers making the identical product in a single row. So in a short time, really feel the merchandise, get an concept of who you’re working with, construct your relationships, and then you definitely’ve saved months of emails and despatched examples, and you may accomplish that in sooner or later on the Canton honest. However undoubtedly, I believe Alibaba and World Sources are good instruments for novices. It’s simply fairly difficult to navigate between it.
Bradley Sutton: Yeah, I agree. What I’m questioning is that if any individual is to comply with your recommendation, their final aim is like, “Hey, I’m going to go to the Canton Honest; I’m going to go to Yiwu; I’m going to go to wherever.” However within the preliminary levels, they wish to type of slender down their product selections. Often, when folks do product analysis, perhaps they give you 10 completely different choices, they usually’re attempting to slender down to 1. However in that instance I gave of the burrito blanket, wouldn’t that be a sign to you that this might be both on the verge of saturation or one thing the place if there’s like 20, 30, 40, 50, 60 completely different factories all type of like exhibiting the identical product versus perhaps any individual looking for one thing else and there are solely perhaps one or two factories which might be making this product. Wouldn’t that be a sign that it may be perhaps a more recent area of interest?
Kian Golzari: Yeah, for certain. If there’s loads of the identical merchandise on a web site like Alibaba, then you’ll be able to inform that it’s a really, very congested area. Keep in mind that there may be 60 listings of that specific product, however 60 listings would possibly all be shopping for from perhaps a collection of 5 completely different factories, however completely different folks have simply made their very own itemizing. However for me, the way in which I’ve at all times developed merchandise is by realizing how I could make this product the perfect product within the market. I at all times do my analysis. If I’m making a journey bag, I wish to guarantee that bag is the perfect journey bag available in the market. And to be sincere, I don’t actually pay a lot consideration to the competitors. I simply exit of my strategy to say, “Proper, what does each traveler want?”
Kian Golzari: After which I write these issues down and I’m like, “Proper, how can I then put these issues right into a backpack?” After which I work with my provider to essentially develop one thing progressive. I suppose there’s type of like two fashions. Are you a product developer the place you’re striving to develop the absolute best merchandise available in the market after which put it out and construct your model that approach? Or do you simply wish to be a reseller after which principally promote what merchandise can be found to you? Personally, I a lot desire creating merchandise versus simply type of taking what’s out there on the market. But it surely actually is dependent upon what your skillset is. As a result of in case your expertise are simply advertising and visitors and conversion and issues like that, then perhaps you simply do wish to take a product, since you’re so expert on the different issues. However my skillset is type of like creating the perfect merchandise. In order that’s why I actually, actually prefer to concentrate on creating.
Bradley Sutton: So, principally, what
you’re saying is you’d even contemplate going into slightly bit extra
aggressive markets, realizing that you could differentiate your product and make
it higher?
Kian Golzari: For certain, for certain. I attempt to make the perfect merchandise available in the market, and I don’t like to only type of take an idea that’s promoting after which attempt to… as a result of how lengthy have you ever obtained your itemizing? How lengthy are you going to be aggressive earlier than everybody else jumps into {the marketplace} and everybody’s promoting the identical factor you do? However in the event you’ve innovated one thing your self, you already know that you simply’re first available in the market with that product. After which, as a result of I at all times imagine that advertising is a really, crucial facet of the enterprise, however step one of selling is product improvement. What’s it within the product that you could now market, which is completely different from everybody else? I believe you undoubtedly must specialise in your product first after which that follows by into your advertising.
Bradley Sutton: Okay. That’s good
recommendation I believe for anyone. Now, do you’ve gotten any examples of both of your
merchandise or perhaps considered one of your purchasers’ merchandise the place usually the standard
sense would have been like, “Oh no, steer clear of that class,” however as a result of
they did that precise factor, they usually have been in a position to differentiate one thing or do
one thing larger high quality, they have been nonetheless in a position to have a great launch and a
profitable product due to utilizing that technique that you simply simply detailed?
Kian Golzari: Yeah, my background is type of like B2B, enterprise to enterprise. Within the final type of 10 years, I’ve been working the primary eight years with retailers. So, fortunately, each time I developed a brand new product, I simply needed to persuade the client of that retailer, whether or not it was a UK big-box retailer or a US retailer. I’d say that is the perfect product after which that was sufficient to persuade them to then place the order for his or her a whole lot of shops and that might end in very massive orders. However for me, I developed an outside rucksack beneath our household enterprise Highlander, which was the Ben Nevis rucksack. And I named it that as a result of Ben Nevis was the tallest mountain in Scotland, and I needed it to be the…
Bradley Sutton: Wait, wait, maintain on.
I believe due to the accent right here, I can’t perceive what you simply mentioned. So
what’s it and what sort of product?
Kian Golzari: Oh, so a rucksack, a backpack. So yeah.
Bradley Sutton: Wait, so spell it.
Spell the…. “Sack” I heard. Spell the primary phrase.
Kian Golzari: Rucksack. R. U. C. Okay. S. A. C. Okay.
Bradley Sutton: I’ve by no means heard
of that in my life. I’m going to Google it proper right here. Maintain on. That is
fascinating. So, rucksack. Oh, it’s one phrase.
Kian Golzari: Yeah, one phrase.
Bradley Sutton: Whoa. I’ve by no means… Yeah, it’s like principally the
backpack. Okay. The very first thing it says, “What’s a rucksack?” A rucksack is
not a backpack. It says, it has a army… Okay. it’s like a army
backpack.
Kian Golzari: You realize, because of this your Magnet instrument is so good, as a result of I’d listing it as a rucksack. And also you don’t know what it’s, so you’d by no means search for that.
Bradley Sutton: Yeah.
Kian Golzari: However yeah, so it’s principally an outside backpack, you already know, able to climbing Mount Everest, and I made a 65-liter and 85-liter backpack, and I simply got down to make the absolute best rucksack that I may. After which, it obtained picked up by {a magazine} within the UK known as Path Journal, they usually had this factor known as Take a look at of the Finest, they usually in contrast it in opposition to all this type of market leaders, like US firms, like Osprey, after which European firms like Deuter, Vaude, all of the market leaders. Their backpacks have been type of retailing at $200. Ours was retailing at $115. We have been virtually like half the costs for these guys, however our product outperformed them. We scored a lot larger. And that simply reveals the extent of how good you’re employed along with your manufacturing unit and the way good your product improvement expertise are and what you’ve put in your product that different folks don’t have.
Kian Golzari: It’s not essentially a value sport. Everybody simply assumes that like, “Okay, if I pay some huge cash for my product than it’s larger high quality. it’s not. You may nonetheless be less expensive than your rivals, and you may nonetheless be significantly better than your rivals in the event you simply concentrate on the precise improvement course of and including worth to the client, realizing what your client desires and having the ability to give that to them. It doesn’t at all times must be costly. In order that’s only one approach of having the ability to differentiate from everybody else’s. I additionally discuss product utilization so much as properly. Like if I’m creating an outside rucksack, I’m going up a hill and I’m climbing it. If I’m creating a tent, I’m sleeping in it. If I’m creating a sleeping bag, I’m going to sleep in it. Whereas too many individuals, I believe they simply type of see a product on-line they usually’re like, “Okay, cool, I’ll go for that.“ They buy it, they usually put it on-line, after which they solely type of notice the failings within the product when you begin to get destructive opinions, however you’re your hardest critics, so it’s important to totally check your personal merchandise your self after which you’ll be able to type of give you the advantages for your self as properly earlier than you truly put it on-line so you’ll be able to add essentially the most quantity of worth to your client.
Bradley Sutton: Okay, that’s
superior. And also you introduced up a wonderful level, and that is one thing I speak
about with folks too. Lots of people, what they do is that they make an excellent
itemizing for the Amazon USA and American clients, and it’s crushing it. So now
their subsequent step is, “Hey, I’m going to go forward and develop to Amazon Canada.” “Hey,
it’s an English-speaking nation. I’m simply going to repeat my itemizing.” And I
say, “No, you’ve obtained to run Cerebro and Helium 10. You’ve obtained to do your complete
key phrase analysis once more, as a result of Canadian folks seek for various things, like,
I forgot what it’s—even in an England and Scotland, what do you guys name a
child’s diaper?
Kian Golzari: No concept. I don’t have any youngsters. Oh, we name it a nappy truly.
Bradley Sutton: Yeah, precisely. Nappy in America, meaning like you’ve gotten messy hair like you’ve gotten nappy hair, however you already know the door of the automotive the place the engine is beneath—within the entrance. What do you name that?
Kian Golzari: Now we have the boot within the again, however you guys name it the trunk.
Bradley Sutton: And we name it the
trunk. And with the entrance one, are you aware what it’s?
Kian Golzari: We name it the bonnet.
Bradley Sutton: Precisely. A bonnet is one thing that goes into the hair in America. It’s known as the hood in America. What was the phrase I simply searched? A rucksack is perhaps what anyone in Europe would possibly seek for. However I’m assuming, perhaps it’s simply because I’m a culturally not educated right here, that perhaps there are 1,000,000 folks within the US who seek for a rucksack. However in my thoughts, it’s extra like a tactical backpack or a army backpack. Proper. However so it’s vital guys, no matter your product is, ensure you do the analysis within the nation that you’re truly going to promote in. And the identical factor goes for if you’re going to develop to Amazon Italy, Spain, Germany. Don’t simply do a direct translation as a result of even these phrases are completely different typically or the way in which that folks seek for merchandise in several international locations are completely different.
Bradley Sutton: So anyhow, there’s
an excellent ethical of the story of my vocabulary lesson of rucksack in the present day. However talking
of outside backpacks, have you ever ever made a hydration pack just like the cyclists use
or hikers use?
Kian Golzari: Sure, we make these as properly?
Bradley Sutton: I don’t know in the event you knew this or not, however I’ve by no means launched my very own personal label product. I was a advisor for Amazon sellers. I launched over 400 merchandise, but it surely was all for different folks, by no means for myself. However there was a sure type of hydration backpack the place I used to be like, “You realize what? If I ever do make my very own personal label product, it’s going to be this sure type of hydration backpack that there’s little or no competitors on.” I’m considering I’d do a case examine about, “Methods to do the entire course of right here.” However would you be desirous about doing that with me if I do resolve to do that hydration backpack?
Kian Golzari: Completely, I may knock it out for you in 24 hours.
Bradley Sutton: Let’s do the Kian and
Bradley present, the Kian and Bradley case examine. All proper, we’ll have to speak
about that after this episode. I’m one hundred percent critical about that. It’s
one thing I’ve been eager to do for a yr, and a half and though I’ve
waited this lengthy, it’s not prefer it’s been saturated. It’s nonetheless the identical
gamers on the market. I don’t wish to give
it away, as a result of folks quicker than me are going to go and soar on it. However I’m
going to speak to you offline about that
Kian Golzari: Let’s do it.
Bradley Sutton: All proper, cool.
Let’s return to speaking about China slightly bit, and I do know you’re taking folks
on the market on journeys, and we’ll undoubtedly discuss that in direction of the tip of
this episode, however for individuals who would go together with you on considered one of these journeys, these
sourcing journeys or individuals who simply wish to go themselves to the Canton Honest, for
folks in Europe and for folks in america, what are the visa
necessities lately for individuals who wish to journey to China?
Kian Golzari: I imply, it’s at all times been fairly easy. I’ve at all times simply gone to the Chinese language Embassy. I’ve obtained one in Edinburgh as properly, after which simply apply for a two-year visa, a number of entry. You simply apply for it, and as soon as they stamp it, for the following two years I’m free to return and go together with to China as I please. And I believe that I’ve had visas that are three month per entry, six months per entry. However one crucial factor that lots of people have to contemplate is that folks simply suppose they’re going to go to China as soon as. They simply apply for a single-entry visa. After which, after they’re in China, they did resolve to go to Hong Kong, and never lots of people notice that we’re truly crossing the border. I’ve recognized on loads of journeys, individuals are in China for section two of the Canton Honest, they go to Hong Kong, after which they’ll’t get again into China as a result of they by no means obtained a number of entries or a double-entry visa. So, if you will China, simply keep in mind that in the event you do wish to go to Hong Kong, you have to get double-entry visa.
Bradley Sutton: Okay. That’s undoubtedly
good to know. And you already know, loads of American folks take these sorts of issues
with no consideration, as a result of principally you probably have an American passport, normally you
can simply virtually simply go to any nation you need. And in order that may be a overseas
idea to so much, like “What do you imply it’s important to go to the embassy?” However
yeah, I imagine nonetheless right here it’s important to get the Chinese language embassy within the United
States to approve your visa, and it requires sending them your passport and
then they ship it again to you. So, you’ll be able to’t simply count on to, “Hey, let me e book
a flight to China,” and I simply get there they usually stamp it. I imply 99% of the
international locations on the earth, US passport will get you anyplace however not in China with out
that visa. In order that’s one thing vital.
Kian Golzari: Yeah. And usually, if you go to China as properly, you want invitation letters. If you will go to a producer, typically you’ll be able to simply get your producer to jot down a fast letter with an organization stamp to say, “We’re allowing Bradley Sutton to return into China to go to our manufacturing unit and to speak about enterprise.” And then you definitely simply print that letter out and you’re taking it in with you in your visa utility. And in the event you don’t have a provider in thoughts that you simply wish to see, then even the Canton Honest write invitation letters as properly. I believe you’ll be able to obtain it from their web site. So earlier than reserving any visa appointment, simply double examine what the paperwork you have to truly present them with as properly.
Bradley Sutton: Okay, wonderful.
Glorious recommendation. Thanks for that. Now, folks go to you to assist them supply
merchandise or discover merchandise or discover producers. And I’d think about that some
of those folks in all probability offer you horror tales of why they’re even going to you
within the first place as a result of they’re like, ‘Man, I attempted to do that alone” or
“I exploit any individual else and this and this occurred. I would like you to avoid wasting me.” In
your 10 plus years’ expertise, 10-20 years’ expertise, what are a few of these
widespread issues that folks have achieved that makes you wish to pull your hair out
since you want that you simply have been there to assist them. Right here’s your likelihood now to
assist others who perhaps haven’t taken that leap. What ought to they keep away from?
Kian Golzari: You realize, that’s such an excellent query. I’m actually glad you requested as a result of that is in all probability going to avoid wasting lots of people loads of hassle. However what I’m actually amazed by is that with all of the Amazon sellers, they’re so good at primarily producing a lot visitors and motion on their itemizing and loads of gross sales, however their pricing is horrible. After I hear the volumes that a few of the sellers are doing, and I hear the worth that they’re getting, I’m simply dumbfounded. And it’s often because lots of people begin off by funding their producer on Alibaba, however that was in all probability the perfect producer for them to get began as a result of they’re very versatile to their wants. However now that they’re a longtime and large enterprise, they’ll actually be working with the perfect producers in China and getting the perfect costs.
Kian Golzari: And loads of them have outgrown their provider. Their provider would possibly even be taking their orders and giving it to different factories, as a result of they’re too small to satisfy their orders, they usually simply don’t find out about it. And once I work with individuals who come to China, I take their product and take their value. I truly get them the perfect producer, they usually can’t imagine how a lot they’re truly saving by truly working. As a result of these Chinese language producers, they actually love quantity, proper? And in the event you say, “Oh hey, we’re doing 50,000 items a month.” They’ll chunk your hand off to get that order. Generally, they’d even make the primary order simply above breakeven simply to get what you are promoting. That’s how determined they need your order, and other people aren’t actually benefiting from that.
Kian Golzari: The opposite massive level is that there’s a extreme lack of testing. I really feel lots of people simply assume that their product is fit-for-purpose. I met somebody, an Amazon vendor who has a tragic story; they’ve just about invested their life financial savings into their product, and it was inside the health class, they usually principally didn’t apply for any testing on their product, and it was an merchandise that you may warmth up in a microwave or have it cool within the freezer after which rub it in your physique. However as a result of the testing procedures weren’t adopted, somebody purchased the product, put it in a microwave, the product exploded, and induced a minor damage. Amazon pulled it; it mentioned this isn’t fit-for-purpose, didn’t have any testing certificates in place to say that their product was match to be used.
Kian Golzari: The product obtained pulled after which the life financial savings are within the stock, and what are you able to do with that, you’ll be able to’t promote it anymore. However in the event you determined to get the product examined on the supply, you’d have discovered the product didn’t go the testing. Both you don’t pay your provider, otherwise you don’t ship it, otherwise you repair it earlier than you ship it. However if you type of ship one thing, which you don’t know if it’s going to go testing and then you definitely ask for a testing report, then you definitely’re principally wiping out your inventory. So, product testing. And likewise, you’re not anticipated to know what requirements you’re supposed to check for however attain out to a testing home. There’s so a lot of them. There’s Intertek, BV, SGS; there’s so a lot of them. And you may principally say, “Look, that is my product and I’m bringing it into the UK or US or Spanish market. What are my authorized necessities to check for this product?” And so they’ll say, “Properly, you have to check for this chemical.” Or if it’s digital, they’re like, “It must be this sure voltage.” And then you definitely simply relay that info again to your manufacturing unit and say, “Be sure to go this earlier than delivery.” After which you will get the identical third-party to really perform the testing for you. And it’s not even that costly, relying on what your product truly is. Testing shouldn’t be that costly, and wouldn’t you a lot relatively simply have the peace of thoughts that you simply’re delivery a product that’s match for objective? It’s not going to trigger any hurt. After which, you might be good to go.
Bradley Sutton: Yeah, that’s
truly nice recommendation. So how does it work? Once you’re negotiating with the
manufacturing unit, they’re going to make a thousand items or 5,000 items, is there
one thing then that it’s important to say within the contract, like “Hey, earlier than you begin,
I’m going to make use of XYZ high quality management firm they usually’re going to check.” How do
you make it in order that they know that if it fails a check, they’ve obtained to begin
over once more? What’s the method normally with that?
Kian Golzari: For certain. Undoubtedly, earlier than manufacturing begins, it’s important to stipulate what you wish to check for, as a result of, for instance, in the event you’re doing youngsters toys and there was a sure chemical in that toy, like for the paint or one thing, that they’re utilizing. And let’s say that chemical is a banned substance. Then, earlier than even buying that chemical or going into manufacturing, they know that they’ll’t use that specific merchandise. I’d say, “Look, I wish to manufacture this toy and it must go these requirements in america.” After which your producer would make one pattern after which ship out the pattern to the testing home. They’d check it. So, okay, this product is match for objective. It’s handed the check. After which, they’d go on and order all of the uncooked supplies after which begin manufacturing. However the very last thing you’d wish to do is order 20,000 of this toy after which discover out it failed the inspection after which the producer is like, “Properly, it’s not my fault. You didn’t inform me that you simply didn’t need these hazardous supplies.” So undoubtedly earlier than beginning any manufacturing, it’s important to stipulate what it’s that you simply undoubtedly need. And right here’s the factor, there are specific merchandise which have authorized necessities, like a child’s toy or adaptor or like a journey plug or one thing like that, like digital necessities, however a few of them simply have like trade commonplace necessities, like say, for instance, a backpack. You wish to check the zip that it doesn’t break. There are particular machines that may pull the zip up and down 10,000 instances or they take the material they usually pull it at sure weights after which it has to achieve a sure degree earlier than the material tears. After which it’s type of trade commonplace. That’s not a authorized requirement. You may nonetheless ship your backpack with out it and it may be actually low-cost and have nasty stuff and also you’re not going to get your itemizing pulled. But when you already know what the trade requirements are, and once more, you’ll be able to ask these testing homes what the trade requirements after which check it with these necessities. You realize that you simply’re bringing in a product which is principally above requirements on your market.
Bradley Sutton: Okay, that’s nice to know as properly. Now right here’s one thing I imagine I had talked to Steve about too, but it surely’s such a prevalent query and concern, and I wish to convey it up with you once more too. Lots of people are paranoid, particularly in the event that they don’t have the means to go and negotiate in particular person. Or even when they do, their concern is due to the horror tales they’ve heard. How do I hold that manufacturing unit from simply turning round and repackaging my product and promoting it themselves on Amazon or promoting it to any individual else? How do I shield myself? Now, right here’s my principle. You may inform me if that is true or not, however I’d think about that any individual such as you clearly brings completely different purchasers or completely different clients to the identical manufacturing unit, as a result of they’re making completely different merchandise, proper? So then, actually, on this case, the manufacturing unit would virtually have much more incentive. It’s like, “Man, I’m not going to do that particular person flawed as a result of, hey, Kian’s going to take everyone’s enterprise away from me.” Is that a method of constructing certain or lessening the prospect of one thing taking place—utilizing people like your self? In case you can perceive what I’m attempting to say.
Kian Golzari: No, no, you hit the nail on the top as a result of like, let’s say for instance, you place, I don’t know, two or $3 million value of enterprise to 1 manufacturing unit, which was for 20 completely different merchandise, and there’s one specific product which was solely perhaps $50,000 of turnover. Now, they’re like, “Do I actually wish to copy this man to make an additional $50,000 once I’m getting $3 million value of turnover?” It’s not well worth the danger. So, they’re much less prone to mess with you in the event that they actually, actually worth what you are promoting. And that’s why I’d type of place emphasis on the connection that you’ve got along with your manufacturing unit. I can’t stress that extremely sufficient. Working very, very carefully along with your producer and build up a real friendship. It’s not us versus them. It’s like “now we’re on this collectively, we’re in a partnership. What works for me works for you.”
Kian Golzari: However let’s say, for instance, you’re putting your first order and also you haven’t had the prospect to essentially construct up that relationship and also you’re frightened a couple of Chinese language producer copying your product. Properly, what you are able to do is design register your product in your house market. So, in the event you’ve give you a brand new idea or a brand new product, patent it or design register it and shield your self in your house market. So let’s say, they do copy your product and also you do that on Amazon or they promote it to considered one of your rivals, then you’ll be able to principally pull their itemizing to say, “Hey, I’m the one particular person which is allowed to promote this product. That is my patent, or that is my design registration.” After which they’re required to then pull that. Relying on how a lot it might value to register your design or your product, undoubtedly contemplate that.
Kian Golzari: And oh, right here’s the opposite factor I do as properly. Even when I’m frightened a couple of producer copying my product, I’d simply inform them, “Look, I’ve design registered this within the UK, US, and Europe,” and I’d simply even give them a pretend quantity. And so they’re by no means truly going to examine and undergo the authorized system to see if we even have registered it. However I simply inform them that I’ve registered it simply to scare them off, so that they’re like, “Okay I’m not going to mess with this man as a result of he’s clearly going by the authorized processes.”
Bradley Sutton: I imply, be sincere.
Now has that ever occurred to you the place any individual has both your merchandise or
considered one of your purchasers’ the place the manufacturing unit simply have determined instances and also you catch
them backdooring it or one thing?
Kian Golzari: Fortunately, I’ve obtained nice relationships with our producers, however I’ve obtained so many. I imply I’ve developed over two and a half thousand merchandise in China. It was certain to occur just a few instances, and it has occurred. Like, for instance, I went to 1 manufacturing unit, and I developed this new out of doors backpack, and I developed it with them within the manufacturing unit. I put all my ending touches on it. Actually, actually favored the product. Anyway, I by no means truly ordered it, as a result of I had sufficient backpacks in my vary for that yr. I used to be like, “Okay, perhaps I’ll convey it out subsequent yr.” After which, afterward within the yr, I discovered that very same product in considered one of my competitor’s catalog. So principally, considered one of my rivals went to the manufacturing unit, noticed this product and are like, “Oh, I like that.”
Kian Golzari: After which the producer is like, “Yeah, okay, go for it.” And simply put their brand on it after which they ordered it. So, it does occur. However that particular person consequently misplaced our enterprise. And if anybody ever copies my product, I simply take it as a praise that I’m good at what I do, and somebody truly desires to repeat my product. I don’t actually let it hassle me each time somebody, if anybody, does go after my product. As a result of I really like innovation a lot, even when somebody does copy a few my merchandise, by the point that it truly hits market, I’m already engaged on the following factor. The opposite factor is that the home market in China is kind of massive as properly. So let’s say, for instance, a manufacturing unit does wish to copy your product.
Kian Golzari: They may copy it and simply promote it of their native city, or they could simply promote it in China. I’ve been to China so many instances, and I noticed a few of the merchandise I developed with factories simply within the China market. And once I known as up the manufacturing unit about it, they mentioned, “Yeah, we made an additional couple of hundred items, and we simply bought it regionally.” And once more, I used to be like, “Properly, I’m probably not promoting in China.” In order that doesn’t actually hassle me. However I nonetheless mentioned, “You realize, that’s not cool. You’re not supposed to try this.” However you already know, it occurs. And I believe it’s in all probability occurred to lots of people, they usually simply know they don’t even find out about it. So so long as you retain innovating, you’ll at all times keep forward of the curve.
Bradley Sutton: Yeah, I imply I do know
sooner or later, imitation is the perfect type of flattery, they are saying so. It’s type
of cool that they suppose your product is cool. Like one time I bear in mind, I used
to be a Zumba health teacher and I had a YouTube channel that obtained 30
million views. and I’d journey the world doing Zumba. Properly, I had all these
movies up, after which any individual known as me sooner or later like, “Hey, I’m on trip right here
in—I forgot if it was Peru or Chile or someplace in South America.” And also you
understand how there’s like avenue distributors who promote DVDs? Properly I suppose any individual had
truly made a full DVD collection of my Zumba YouTube movies and that truly to
me was type of cool, as a result of I by no means made cash actually. I by no means bought my Zumba
movies. I used to be like, “Properly that’s type of cool that any individual truly favored my
movies a lot that they’re promoting it on the streets of South America.” However when
we’re speaking Amazon enterprise, clearly the angle could be slightly bit
completely different as a result of it’s taking cash doubtlessly out of your pocket.
Bradley Sutton: Properly, Kian, thank
you a lot for approaching right here. Now I’m certain I’ve some extra questions that
I’m going to get to ask you as a result of we’re going to get off this name and we’ll
proceed speaking, however for the opposite individuals who have questions that they haven’t
obtained answered or they wish to find out about your completely different journeys to China. I do know
you simply love serving to sellers with their sourcing query. So how can they
discover you or how can they attain you?
Kian Golzari: Certain. Really, I simply began a Fb group a few weeks in the past, and it’s simply known as Sourcing with Kian. That’s Kian, Okay I A N. It’s only a group on Fb, fully free, no upsells in fact; there’s nothing like that. In case you’ve obtained a query, I soar in and usually reply it inside 24 hours. Generally, we’re making movies; typically the neighborhood solutions the questions. I’d say if you would like some sourcing recommendation, go to Sourcing with Kian on Fb. The opposite factor is, yeah, there’s a China journey I assist out with known as China Magic. And there’s a web site known as Chinamagictrip.com the place I’m one of many mentors on the journey, and we principally go to section two of the Canton Honest, World Sources in Hong Kong after which section three of the Canton Honest. And we go and discover merchandise, and I’m there with you as a result of I’m in China sourcing my very own merchandise on the similar time. However I’ve obtained an excellent alternative the place I will help Amazon sellers at the moment as properly. We take a look at merchandise collectively, negotiate costs, after which at evening we type of mastermind. If you’d like extra info on that, you’ll be able to be part of my group or ship a message or go to chinamagictrip.com.
Bradley Sutton: Excellent. All proper,
Kian, thanks very a lot and we’ll hope to have you ever again right here on the present in
the longer term.
