Xinhe Jin: Creative Engine and Collaborator in the Consumer Goods Sector
By：Anne Schulze
In this fast-paced era, pets have evolved beyond mere companionship to become an integral part of our lives. Xinhe, the Creative Director and Co-founder of Auroth, a pet brand, is not only a pioneer in the industry but also an entrepreneur with a profound love for animals. However, her creative talents and collaborative spirit extend beyond the realm of pets.
Xinhe spent her childhood in her father’s factory, growing up alongside four large dogs. These loyal companions not only accompanied her in her growth but also planted deep feelings for pets within her heart. Xinhe’s interest in the pet industry from an early age became the driving force behind her professional journey. For Xinhe, these dogs were not just companions but also a source of inspiration for her entrepreneurial ideas. However, Xinhe’s career did not start in the pet industry; it began in a more traditional field—jewelry manufacturing.
In 2019, Xinhe faced a daunting task: transforming her family’s traditional jewelry manufacturing business into a modern e-commerce brand. This was not just a business revolution but a significant test of Xinhe’s personal capabilities and creativity. Confronting the traditional operational methods of the family jewelry business, Xinhe firmly believed that a fresh perspective was essential to keep the brand vibrant. She self-studied digital marketing and e-commerce, determined to apply these modern tools to her family business. Through continuous practice, she successfully achieved a 50% annual growth rate in online sales.
This journey presented Xinhe with numerous challenges. She needed to adjust the deeply ingrained operational methods of the family business while finding her footing in the digital marketing field. Every step she took was fraught with risks, but Xinhe, fueled by a deep emotional connection to the brand and a steadfast belief in innovation, ultimately achieved a breakthrough.
Also, it was during this period that Xinhe discovered her interest in the consumer goods industry. She decided to join Auroth, not only to learn the commonalities in the consumer goods sector but also to address a gap in the pet market: providing stylish and suitable collars for large dogs. Recognizing the lack of products meeting the specific needs of large dogs in the market, they decided to create pet products that express individuality and provide a comfortable experience. Auroth’s brand philosophy not only reflects Xinhe’s sense of fashion but also demonstrates her profound concern for pet welfare.
In 2022, Xinhe pursued further education in fashion management at Parsons School of Design in New York. Here, she not only absorbed advanced concepts from the fashion industry but also gained a deeper understanding of the diversity and complexity of the American market. This experience was crucial for Xinhe in further developing Auroth, enabling her to better understand the demands of the American market and the needs of local consumers.
Photo Credit To: Xinhe Jin
In a short period since Auroth’s inception, under Xinhe’s leadership in social media, the brand has achieved remarkable success in the pet product industry, with annual sales reaching seven to eight million dollars. The core of this achievement lies in Xinhe’s precise grasp of social media, collaborating successfully with 33 Key Opinion Leaders (KOLs) to engage effectively with 358,000 followers, enhancing brand influence and market visibility. In terms of sales, partnerships with large retailers like Walmart in the B2B market have led to estimated sales of millions of dollars, showcasing significant potential.
Xinhe has also demonstrated outstanding capabilities in brand promotion and marketing activities. Strengthening community interaction and collaborating with KOLs, Auroth successfully increased product market exposure and brand loyalty. In terms of online influence, Auroth not only became an Amazon’s Choice product but also secured the top position in Google search results. Additionally, Auroth received media coverage from “PEOPLE” magazine, secured the No.1 recommended item in DogGear, and the No.2 recommended item in AZanimai. These achievements, along with numerous positive reviews, greatly enhanced the brand’s reputation and credibility. Xinhe’s insights into offline events and market trends, such as participating in North America’s largest pet product expo and optimizing overseas warehouse return processes, demonstrate a keen understanding of market dynamics. Through continuous innovation in product diversity and catering to customer needs, such as launching the “4th of July Bundle” and improving products for specific requirements, like a specialized carrier for small dogs and a reinforced leash, Auroth significantly increased product sales, showcasing the brand’s commitment and efforts in customer service.
Beyond her outstanding achievements in the consumer goods industry, Xinhe’s leisure time is equally vibrant. Her work at Beta University, an NGO dedicated to helping Asian entrepreneurs in North America, has had a significant impact on their success. There, she organized three impactful demo day events with over 100 investors and more than 20 start-ups, not only expanding Beta University’s brand but also creating a valuable platform for Asian entrepreneurs to connect and learn in North America.
Photo Credit To: Xinhe Jin
In the future, Xinhe will actively adapt to the growth of the North American pet market. The strategy includes further cultivating the North American market, independently developing more diversified products, strengthening social media promotion, and branding. In her personal life, Xinhe will devote more time to supporting Asian entrepreneurs, providing them with valuable resources and a learning platform. These efforts will not only further solidify Auroth’s position in the North American market but also reflect Xinhe’s deep sense of responsibility to society and her positive contribution to the entrepreneurial ecosystem.
Published by: Aly Cinco
