Ningbo Outdoor Equipment Manufacturer: The “Easy Setup” Strategy That Drove $22 Million in Annual Sales

Client Background

Industry: Outdoor Leisure (Tents & Outdoor Furniture)
Location: Ningbo, China
Profile: A professional outdoor equipment manufacturer with strong design and production capabilities.

Client Goal

  • Build a high-recognition brand in the outdoor furniture niche.
  • Solve the key pain point of “complex installation” to improve customer satisfaction and drive organic word-of-mouth.
  • Expand into the European and U.S. markets with a goal of exceeding $20 million in annual revenue.

Main Challenges

  • Products required complex assembly, leading to negative reviews and higher return rates.
  • Large packaging increased shipping and FBA costs, reducing price competitiveness.
  • Highly seasonal demand, with peak sales concentrated in spring and summer.

Operation Strategy

1. Product Innovation

Led the design of “one-click setup” tents and “snap-fit” outdoor furniture, drastically simplifying the installation process and reducing customer frustration.

2. Video-Centered Presentation

Developed concise demonstration videos (under 30 seconds) for main listing images and A+ content to clearly show how setup can be completed in seconds.

3. Logistics Optimization

Implemented flat-pack packaging and optimized carton structures, reducing volumetric weight and cutting first-leg shipping costs by over 25%.

4. Off-Season Planning

Launched discount campaigns and coupon-based promotions during the winter months to maintain brand visibility and prepare for peak season demand.

Key Results

✅ Annual revenue exceeded $22 million, with best-selling products ranking among the top 3 in category.
✅ Over 70% of 5-star reviews highlighted “easy installation” as a top reason for satisfaction.
✅ Logistics and packaging optimizations reduced overall costs by 18%.
✅ Sales peak extended from 3 months to 6 months, creating a more stable annual performance curve.

Client Testimonial

“The 1981 team helped us realize that the best marketing is solving the customer’s biggest headache.
Today, ‘Easy Setup’ has become our strongest brand label.”
— Brand Founder

Key Takeaways

  • Pain Point = Selling Point: Identifying and solving category-wide pain points quickly builds both competitiveness and customer loyalty.
  • Video is the Best Educator: For products involving complex setup or usage, dynamic video demonstrations outperform static images in conversion.
  • Integrated Supply Chain Innovation: Involving the operations team early in design and packaging ensures cost optimization and a better user experience from the start.