Recently, in the operations department of Luoyang Shuangbin Office Furniture Co., Ltd., the Amazon order page refreshed in real time as staff clicked the mouse and confirmed overseas orders one after another.

"Sitting in the office and having orders from around the world come to us was something we did not dare imagine a few years ago," said Li Yingbin, general manager of Luoyang Shuangbin Office Furniture Co., Ltd., with deep emotion.

Founded in 2010, Luoyang Shuangbin Office Furniture Co., Ltd. started with traditional foreign-trade OEM work. Relying on the advantages of the steel furniture industrial cluster, its annual sales once reached 40 million yuan at its peak. However, because it lacked its own overseas brand, its self-developed products struggled to win market recognition, and the company was once caught in a "red ocean" of price competition.

"We produced whatever distributors needed. Once we were far from real users, we gradually became disconnected from market demand," Li Yingbin said.

How could the company shorten the distance to users? In 2021, Li Yingbin chose to go live on Amazon, starting the journey into cross-border e-commerce.

At the beginning of opening the store, Li Yingbin made a bold attempt. He put a product that had attracted almost no interest in traditional channels on Amazon for sale. Unexpectedly, this slow-moving product became very popular among overseas consumers and sold more than 200 units in just one month.

"The same product could not sell through distributors, but it was welcomed on Amazon," Li Yingbin realized. The problem was not the product itself, but that the company had not known what users wanted.

With solid quality and designs suited to overseas users, Luoyang Shuangbin Office Furniture Co., Ltd. quickly gained a foothold in cross-border e-commerce. In 2022, the company strengthened brand building and created its own brand on Amazon. Six months later, it successfully won the "Best Seller" label.

"On Amazon, we began to pay attention to overseas customers' product reviews," Li Yingbin said. User comments and feedback became a window through which the company could understand overseas markets.

After one filing cabinet was listed, the operations team noticed overseas customers' preference for a thicker and more imposing appearance. Adjusting the process would increase costs, but after discussion, Li Yingbin and his team decided to thicken the side panels of the new filing cabinet while keeping the price unchanged. After listing, it indeed became more popular.

"Although costs increased a little, what we gained in return was reputation and repeat purchases," Li Yingbin said.

In August 2022, a U.S. chamber of commerce found Luoyang Shuangbin Office Furniture Co., Ltd. through the Amazon Business request-for-quote tool and purchased more than 300 cabinets at an average price of 300 U.S. dollars each, with the total order exceeding 100,000 U.S. dollars. "Before we entered cross-border e-commerce, even several trips to trade shows might not have secured such a large order," Li Yingbin said.

Today, Luoyang Shuangbin Office Furniture Co., Ltd. has successfully developed overseas markets including the United States, Australia, Japan and Europe, and has cultivated multiple overseas brands. From 2022 to 2025, the company ranked No. 1. in sales in Amazon's metal office cabinet category for four consecutive years. By the end of 2025, cross-border e-commerce sales had reached 1. billion yuan, nearly ten times the level at the beginning of its trial, and 80% of overseas orders came from Amazon.

Since trying cross-border e-commerce in 2021, Luoyang Shuangbin Office Furniture Co., Ltd. has applied for more than 10 patents. Before entering cross-border e-commerce, that number was zero.

At the 2024 Amazon Global Selling Cross-border Summit, the intelligent steel storage cabinet independently designed and manufactured by Luoyang Shuangbin Office Furniture Co., Ltd. attracted attention from domestic and overseas merchants and was recognized by Amazon Business executives.

"Next, we will continue to deepen our work in cross-border e-commerce, actively expand into new markets and new platforms, and strive to build the world's leading steel furniture brand," Li Yingbin said. In the future, the company will closely follow overseas market demand, continuously optimize products and improve services, and help more "Luoyang-made" steel furniture reach the world.

Source: Luoyang Daily Integrated Media