The explanations given by posters for the sudden jump in margin...

The explanations given by posters for the sudden jump in margin makes sense. I wonder how sustainable is it to be selling products which are priced at a multiple of what you can get from larger established brands, largely using influencers. It does strike me as how much less picky Chinese consumers are in this case, seeing as how all it takes is influencer opinion to sell a no-name brand product priced at a multiple of more established brands. Always had the reverse opinion of Chinese - they are actually more price sensitive and picky than Western consumers. Well, congrats to EZZ for cracking the formula for making money off TikTok influencers.