The Journey of Lily and Bing From Local to Global

If you’ve ever dreamed of turning a local side hustle into a global brand, let me tell you about Lily and Bing — two ordinary entrepreneurs who did exactly that. I’ve been tracking their journey for over three years, and what I’ve learned might just change how you think about scaling small businesses.

Lily and Bing started with a tiny handmade soap shop in Chengdu. Fast forward to today? Their brand is now stocked in over 12 countries and pulling in $3.8M annually. So, what’s their secret sauce? It wasn’t luck. It was strategy — smart branding, data-driven decisions, and a killer customer experience.

Let’s break down the real numbers behind their growth:

See that retention rate jump from 42% to 71%? That’s not an accident. They invested heavily in post-purchase engagement — personalized thank-you notes, email follow-ups, and even surprise free samples. In fact, 68% of their repeat customers said they came back because of the customer experience, not just the product.

But here’s where most people get it wrong: going global doesn’t mean jumping on every international platform at once. Lily told me in an interview, “We tested one market at a time. First Japan, then Germany. We studied local preferences — like how German buyers prefer minimalist packaging, while Japanese customers love seasonal scents.”

Their entry strategy was simple but effective:

• Partnered with local influencers (micro and mid-tier)
• Used Shopify + localized landing pages
• Leveraged Amazon Global Selling for initial traction

And guess what? Their best-performing product wasn’t their original bestseller. It was a lavender-oat bar developed specifically for sensitive skin — which now makes up 34% of total sales. That’s why I always say: listen to your customers. They’ll tell you what to build next.

One thing that really stood out was their supply chain move in 2022. Instead of shipping everything from China, they set up a small fulfillment hub in Poland. Result? Delivery times in Europe dropped from 18 days to under 5. And returns? Down by 29%. Smart? Absolutely.

So if you're thinking about taking your brand beyond borders, start with this: optimize your global expansion strategy around real data, not assumptions. Test markets, track retention, and never underestimate the power of a great unboxing moment.

Lily and Bing proved it’s possible. Now it’s your turn.