Zhejiang Carrot Industry & Trade

Zhejiang Carrot Industry & Trade Co., Ltd. operates under the brand name Carote, a global kitchenware company that has gained a significant foothold in the online market. The enterprise's journey began in 2007 when the parents of the current controlling shareholders, Zhang Guodong and Lu Yili, founded Zhejiang Carrot. Initially, the company functioned as an Original Equipment Manufacturer (OEM) for overseas brands. Recognizing a shift in market demand, the focus pivoted to Original Design Manufacturer (ODM) services in 2013, where they designed and manufactured products for other brands. A major milestone occurred in 2016 with the launch of their own consumer-facing brand, "Carote," and a strategic move into online retail. This transition from a contract factory to an independent brand marked a pivotal turn in the company's trajectory.

Carote's business model is now predominantly direct-to-consumer (DTC), with over 97% of its brand business sales occurring online. This approach allows the company to reach customers directly, understand market needs quickly, and maintain competitive pricing by eliminating retail markups. The company sells its products in numerous regions, including China, the United States, Western Europe, and Southeast Asia, through a network of 48 self-operated online stores. Revenue is generated through two main segments: the sale of its own "Carote" branded products and its continuing ODM business for international brand owners and retailers. The brand business has seen substantial growth, increasing its share of total revenue from 41.9% in 2021 to 89.5% in 2023.

The company's product portfolio is centered on kitchenware, with cookware being the core category, accounting for over 80% of revenue. Their offerings include a variety of non-stick and cast iron cookware, kitchen utensils, storage solutions, and drinkware. A key product feature is the die-cast aluminum base covered in a sol-gel ceramic non-stick coating from the Swiss company ILAG. This coating is promoted as being free of PFOA, PFA, lead, and cadmium, ensuring food safety. Carote's products are designed to be compatible with all stovetops, including induction, gas, and electric. A notable collection features cookware with removable handles, allowing for versatile use from stovetop to oven and for space-saving storage.

Keywords: kitchenware, cookware, direct-to-consumer, e-commerce, non-stick cookware, Carote, Zhejiang Carrot, home goods, kitchen accessories, ODM kitchenware, online retail, ceramic coating, removable handle cookware, international kitchenware brand, sol-gel coating, PFOA-free, bakelite handles, die-cast aluminum cookware, affordable cookware, global kitchenware