Financing of over 10 million yuan! Amazon kitchen appliances are popular among investors

Recently, a cross-border kitchen appliance brand called "CIARRA" completed a round A financing of tens of millions of RMB. The investor is Skyline Ventures, and Yuanshi Capital serves as the long-term exclusive financial advisor. It is reported that CIARRA will mainly use the funds from this round of financing for category expansion, supply chain digital upgrades and brand operations.

You may be unfamiliar with this brand. According to Yien, CIARRA brand products have good sales on Amazon.

As of press time, Yien.com learned from Amazon France that CIARRA's best-selling CBCB6506C range hood, priced at 159.99 euros, has a total of 1,141 reviews, with a five-star rating of 59%. On the product page, many buyers expressed their satisfaction with the product, believing that the price and effect are good; but some consumers also said that they felt the product was a bit noisy and difficult to assemble.

According to public information, CIARRA was born in Germany in 2016. It is a smart high-end kitchen appliance brand with its headquarters in China located in Guangdong. After 6 years of development, CIARRA has now become the top kitchen appliance brand on Amazon Europe.

A report released by Grand View Research shows that by 2027, the global smart kitchen appliance market is expected to reach $39.9 billion, growing at a compound annual growth rate of 19.1% during the forecast period, with huge market potential. The European kitchen appliance market is one of the most promising regions in the world. According to public data, the European kitchen appliance market accounts for 35% of the global market.

Kang Zuotian, founder of CIARRA , believes that although the European kitchen appliance market has great potential, there are still many pain points in the market. First, the production cycle of traditional European kitchen appliance brands is long and the speed of iteration and upgrading is slow; second, there are few direct-sale kitchen appliance brands sold online in Europe, and they are still mainly offline dealers, and the delivery time is also relatively long; in addition, dealers in different European countries use different marketing strategies, and the price system is still relatively chaotic; the last one is that the compliance cost of kitchen appliance products is higher than that in the United States.

Even so, CIARRA still achieved good sales in the European market through the advantages accumulated over the years.

From the perspective of after-sales service, CIARRA has accumulated a great advantage. Because traditional European and American kitchen appliance brands usually provide home installation services to installers, which is expensive; CIARRA can provide instructional videos, and consumers can complete the installation within 30 minutes through video tutorials. It also has an after-sales policy of "unconditional return and exchange within 1 year", which is very helpful in facilitating transaction orders.

In addition, CIARRA has established 6 overseas warehouses, and the warehouses have been connected with CIARRA's company data, which has improved delivery efficiency and is of great help in promoting order transactions.

It is understood that CIARRA not only sells kitchen appliances online, but also sells them in both online and offline channels. Currently, CIARRA's products have the highest penetration rate in France among European countries. In addition to the European market, CIARRA also plans to enter the North American and Southeast Asian markets in the future.

In short, CIARRA's completion of a 10 million yuan Series A financing round shows that in the European market, there is capital that has confidence in the online kitchen appliance industry. For domestic cross-border sellers of kitchen appliances, CIARRA's brand business strategy, sales channels, or after-sales service are all of reference significance.

Amazon

CIARRA