40 years old food factory subverts tradition! Taiwan's noodle factory sells out on Amazon without going through a distributor?

You would never guess that this 40-year-old noodle factory in Taiwan could sell out all of its products in one week on Amazon! Founded in 1974, Hsing Lin Foods is Taiwan's largest specialized noodle factory, with popular brands such as Goki Ramen and Noodle Master. Why did this old company, which used to be a production-oriented company with domestic sales in Taiwan, suddenly turn to cross-border e-commerce?

In response to the trend of healthy eating in the global market, Hing Lam Foods has created a new brand, EXdiet, to target the overseas healthy eating market. But did you know? Entering the cross-border e-commerce market is not an easy task for the food industry! Most Taiwanese cross-border sellers find it difficult to export food products, especially in terms of regulations and certifications.

However, the experience of the EXdiet team proved that it is totally feasible! They officially became an Amazon seller in April 2022, and in May, they were able to get their products on the shelves and shipped to the US via Amazon FBA. What's really amazing is that the products were almost sold out in the first week! This is something that even they could not have imagined.

As a novice cross-border e-commerce seller, EXdiet shares three key preparations:

Instead of relying on the traditional distribution model, EXdiet Functional Cereal Noodle is positioned completely differently from Gomoku Ramen, as it no longer targets the Chinese market, but rather adjusts the taste of its product to be similar to Cereal Pasta in order to appeal to European and American consumers. Can you believe it? This kind of innovative thinking allowed them to break the original business model, starting from B2C, directly facing consumers through Amazon, and then using actual sales data to convince the physical distributors.

Secondly, it is important to be ready to learn. For a team that is new to cross-border e-commerce, every step from applying for an account, listing products and setting keywords is a new challenge. The most eye-opening thing was that their products sold much faster than expected, and the biggest challenge was how to avoid running out of stock! Luckily, Amazon provided complete online tutorial resources and the business development manager was extremely helpful.

Thirdly, the issue of food certification and compliance is not as scary as it seems. Since 2013, after the food safety crisis in Taiwan, Hing Lam Foods has set up a professional food safety team, which has rich experience in all kinds of inspections and certifications. For smaller Taiwanese cross-border brands, Taiwan's official units and third-party inspection organizations also provide comprehensive counseling mechanisms and resources.

Ultimately, Amazon's good initial sales numbers gave EXdiet the confidence they needed to continue to build on the brand and realize cross-border growth. As Maggie, Associate of External Marketing, says, "The good initial lead figures from Amazon gave us the confidence to keep working on the brand and let it grow."

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# Taiwan Cross-border Sellers # Amazon Global Store # Food Export # Cross-border E-commerce # Brand Growth #FBA Logistics # Cross-border Brand Merchants # International E-commerce