DHL x ZSTARR: a lesson in cross-border e-commerce success

Chinese brand ZSTARR had conquered the domestic market in smart electric curtains. But when it came to expanding overseas, it faced a set of unique logistics challenges. Its journey to overcome them has set a blueprint for any e-commerce business with ambitions of global expansion. 

In the era of smart homes, there’s a particular product that’s fast becoming a must-have…Smart electric curtains are now affording consumers a degree of convenience they’ve never had before, and it begins the moment their blackout blinds automatically open every morning.  

According to several forecasts, the global market size for smart electric curtains will expand to US$10-20 billion over the next five years, with a compound annual growth rate (CAGR) of 10% or higher^1,2. And Chinese manufacturers, once again, enjoy a leading share in this category worldwide.

Qingyuan Leyou Household Products in Guangdong is such a company – designing, manufacturing and selling smart curtains and other window furnishing products. ZSTARR, a brand of the company, has been in this business for 18 years. With no fewer than 46 patented designs and high-quality products, it became the leading brand of electric window furnishings in China around 2015. But it was when the business looked to expand overseas in 2016 that things really took off – perfectly demonstrating the power of cross-border e-commerce.

International logistics for customized products: how to strike a balance between speed and quality

When it came to shipping to overseas customers, it quickly became apparent that flexibility would need to be a key part of the company’s logistics: smart electric curtains are fully customized products, with specific installation requirements, yet online customers expect on-demand and speedy delivery.

Pu Xiongtao, General Manager of ZSTARR, explained: "In North America, for example, distributors tend to keep a small inventory, and would place rush orders if their inventory runs low.”

Furthermore, customized home furnishings such as smart electric curtains often involve multiple steps of service, beginning with an initial home measurement by an installation worker. The installation can only begin after all curtain accessories have arrived, so individual customers require delivery of all parts within 7-10 days to ensure the work is done on schedule. For overseas distributors, the process can be even more complex.

Every delay risks a frustrated customer – something ZSTARR has always been acutely aware of. Thus, the challenge for the company was to meet customers’ high expectations for timelines and delivery, whilst not compromising on the quality of the final installation process.

It’s fair to say in the early days of shipping cross-border, things were far from smooth sailing, with ZSTARR often troubled by a high rate of damage claims and customer complaints.

"In the past, we'd hire a freight forwarder, but the goods would have to be shipped from Guangdong to Hong Kong first, resulting in long delays and unreliable delivery times,” a representative explains. “During the peak sales season, if the freight forwarder couldn't guarantee the available space, delivery times would become even more unpredictable.”
 

Furthermore, with orders transferred multiple times among several logistics centers, more challenges arose. “If the packaging was damaged during transportation, we’d receive a damage claim from the customer, which would take a long time to process. Our customer service team couldn't handle claims quickly, which only exacerbated customer dissatisfaction.”

E-commerce platforms could lower their product rankings on their web pages due to excessively long delivery times and negative customer reviews – further proof that in e-commerce, speed is King.

It was clear a solution would be needed if ZSTARR was to conquer the international market with the same success as domestic.

DHL Express X ZSTARR: international logistics, simplified 

DHL Express came on board to provide end-to-end support for ZSTARR – from production to sales and after-sales services tailored to the customized nature of smart electric curtains. The logistics leader’s network spans 220 countries and territories, which made it an ideal partner to ZSTARR as it geared up for global expansion. And of course, with DHL Express, fast delivery came as standard.

For cross-border e-commerce businesses, finding a reliable logistics partner that can provide stable rates has become a key factor in their ability to control costs and improve competitiveness. Yet ZTARR found rates quoted by previous forwarder partners could fluctuate significantly due to space availability and fuel prices. This uncertainty not only made operations more difficult but also posed a challenge to the company when it came to formulating a long-term and stable marketing strategy.

ZSTARR’s foreign trade specialists now leverage DHL’s ERP system to accurately calculate freight costs, ensuring ZSTARR’s customers receive a reliable and stable quote early on.

DHL’s Certified International Specialists provide personalized support for ZSTARR to ensure compliance with export policies and tax regulations – ensuring smooth and speedy customs clearance. Meanwhile, DHL Express’ On Demand Delivery service has allowed ZSTARR’s customers full flexibility and convenience – choosing exactly when and where their orders are delivered, with full tracking too.  

And the cherry on the top? With DHL Express' tailored packaging solutions – even for ultra-long and irregular items – ZSTARR has reduced its claims rate to just 1 in 1000. For problem parcels, it is able to follow up on them the same day and coordinate with overseas teams to solve issues locally.

Today, ZSTARR smart electric curtains are sold in countries and regions on four continents. The brand is especially strong in North America where it has become the preferred choice for customers. Europe is the next goal for expansion, but with DHL Express as an international logistics partner, there’s no stopping the company’s global ambitions.