Sell to the World: Jenny on Direct-To-Consumer Industry and Building a Global Brand

In our latest interview, we sat down with Jenny to discuss her entrepreneurial journey. From seeing a problem in the corporate gifts industry to owning a successful global DTC brand @anorakgram, Jenny's story is one of determination, curiosity, and resilience.

👜 See Jenny talk about:

• Identifying a gap in the market for corporate gifts and overcoming challenges in finding a reliable factory

• The importance of having a hero product and conducting thorough product research

• The advantages of doing direct-to-consumer (DTC) business in Hong Kong

• The rise of direct-to-consumer brands and the trend of crossover collaborations

​Interview Q&As:

This Q&A is edited for brevity and clarity.

🔍 What inspired you to start your entrepreneurial journey?
Jenny: My entrepreneurial journey was sparked by observing a corporate retail store's struggle with minimum order quantity (MOQ) issues when purchasing corporate gifts. This made me realize the potential opportunities within the logistics and supply chain sector in Hong Kong. Consequently, I launched my own ecommerce shop, initially selling leather gifts. I faced difficulties in finding a trustworthy factory, but finally succeeded and finished a project for Sogo. However, I faced quality issues with a 100% defect rate for cardholders. This underscored for me the significance of having a standout product and doing extensive product research. As a result, I switched to selling travel wallets which turned out to be a successful venture.

👩‍💼 What motivates you day-to-day as a founder?
Jenny: My motivation behind being a founder is the sense of satisfaction and stimulation that comes with owning something and having the freedom to decide what to do and how to do it. Curiosity plays a big role in entrepreneurship as it drives founders to try new things, learn, and explore different projects.

🚢 What are the advantages and disadvantages of doing DTC business in Hong Kong?
Jenny: Hong Kong offers ease and speed of shipping products internationally. Despite the shift in the business landscape and the challenges posed by the border with mainland China, many entrepreneurs still value Hong Kong's proximity to manufacturing hubs.

📦 As a DTC brand owner, what have you learned about the global market? Jenny: Penetrating the global market is challenging, but there are still opportunities. It's important to focus on a particular geography instead of targeting everyone everywhere. Buyers prioritize user experience and the length of the user journey over cost.

🎨 What trends do you see in the DTC space, and how can brands differentiate themselves?
Jenny: One potential trend that has emerged is personalization and collaboration with other IPs and brands, as consumers are increasingly seeking unique and personalised experiences. Crossover collaborations can lead to increased revenue, but the success of these collaborations depends on the product category's suitability as a collaboration canvas. For example, Casetify has been successful because it allows artists and brands to showcase their artwork on phone cases; however, this approach may not work for all product categories.

🔮 What's next for your brand, and how do you plan to continue innovating
Jenny: I'm constantly thinking about new product ideas, especially for our travel line, which focuses on organization. We've already introduced jewelry and makeup organizers to help customers stay organized while traveling. I believe that once customers try our travel products, they won't want to travel without them.

🧞‍♂️ Can you share your experience with the GenieFriends community?
Jenny: I had a great experience with the GenieFriends community. Meeting a GenieFriend made me feel comfortable and I was amazed by the kindness and generosity of the GenieFriends community. I am always amazed by the quality of the people gathered at GenieFriends, which makes me look forward to each upcoming gathering!

​​​​Rapid Fire Recs

​​​Explore recommendations on different media & happenings.

Something to Watch 
"Oppenheimer" - a fascinating movie that delves into the life of the scientist behind the atomic bomb, exploring the complex world of scientific innovation and moral dilemmas. An intriguing reminder that we are all small currents in the big waves of world events.

Something to Listen To 
"Business Wars" podcast - engaging stories of major business rivalries like Nike vs Adidas and Coca-Cola vs Pepsi, highlighting the strategies and tactics that led to their success or failure.

Something to Read 
"Grit" by Angela Duckworth - a must-read for entrepreneurs seeking insights on perseverance and passion in achieving long-term goals.

​Want a further conversation with Jenny? She is hosting our next themed dinner on 11/11 this Saturday 🤫 - apply here or DM Genie for more details.