Breaking through the overseas e-commerce market, Meta helps sellers reduce costs and increase efficiency

Undoubtedly, cross-border is still a popular track, but at present, the competition in this track is becoming increasingly fierce . Whether it is a third-party platform or an independent website, the internal competition is intensifying. At this time, if sellers want to stand out from their competitors and win more market share, marketing is becoming more and more important.

"Which channel to choose? How to do it? How to maximize the marketing effect?..." These are the questions that linger in the minds of sellers. Not long ago, Meta invited a group of senior practitioners in the industry, including Yu Shuhui , Marketing Director of Meta Greater China Commercial Marketing Department, Wang Yanli , Head of SHOPLINE China Business, Wiston , Partner of Chengzhe International Business Department , Cheng Shaoyun , former Head of Banggu SNS North America, Wang Rudan , Marketing Director of Yinolink , and Yu Linlin, Marketing Director of Yiguo Technology , to answer these questions in depth at its " Embrace Meta, Welcome Global Business Opportunities - Overseas Brand Creation Camp " event.

To break into the overseas e-commerce market, social media marketing cannot be ignored

Data shows that by 2026, cross-border e-commerce business will reach 1.48 trillion US dollars. Under this set of data, the popularity of cross-border e-commerce is obvious.

Therefore, Carol , Marketing Director of Meta Greater China Commercial Marketing Department, believes that when sellers go overseas, they can develop in a diversified manner , expand the consumer base of their products and reach new markets . When building the " supply and demand " link , independent sites as a form of direct e-commerce can enable DTC brands and consumers to communicate directly and achieve effective linkage .

It is worth noting that if a brand is not well-known enough, consumers will not actively search for it. So how can a brand actively reach consumers? Marketing is essential.

When it comes to marketing, Meta is no stranger to overseas sellers. Through Meta's multiple social media platforms, consumers can see and touch products, and click on related links to interact with buyers and sellers. Nowadays, Meta can start with products and accurately match them to consumer groups with needs.

Compared with other markets, the e-commerce environment in the US market is stable and mature, so it has become the first choice for most sellers to go overseas. In this market, Meta 's four major platforms (Facebook, Instagram , M essenger , WhatsApp ) have a huge user base and huge traffic dividends, with 3.74 billion daily active users worldwide , of which Facebook's global monthly active users reached 2.96 billion *.

In terms of marketing effectiveness, Messenger and WhatsApp enable brands to interact with customers and directly reach potential customers of products after advertising .

In addition, Meta is also involved in the currently popular artificial intelligence technology . Carol said that Mate has begun to develop AI solutions to help sellers quickly reach more different users. At the same time, Carol believes that the simplicity and creativity of the advertising structure are also very important for user reach.

Building a digital-driven independent website, Meta helps brands go global

"In the past two quarters, our boutique customers have been constantly mentioning two words, brand and compound interest , " said Wang Yanli, head of SHOPLINE's China business, at the event.

As competition in the cross-border e-commerce field becomes increasingly fierce, branding has become a top priority for going overseas. At the same time, sellers also consider the issue of compound interest.

At the meeting, Wang Yanli shared three cases and explained from different dimensions how to obtain compound traffic and long-term sustainable value growth in the ecosystem when going overseas.

In Wang Yanli's opinion, independent website sellers must have clear goals and patience, as well as sufficient management capabilities. In addition, the supply chain and system are still the most important things that brands need to pay attention to when going overseas today.

" By combining user , audience , and localized analysis to position your product market , and then combining it with Meta's data and advertising automation system, independent website sellers can compete more freely in the market . "

In another case shared by him, Meta played a significant role. After selecting South Korea as its overseas market, a top domestic e-commerce brand, with the help of Meta's automated data, anchored the entire South Korean market, accurately analyzed user groups, optimized the entry point in the South Korean market, and then entered other markets after success.

Differentiation, localization, and review are three indispensable aspects for obtaining compound interest. Wang Yanli also suggested that sellers who are deeply engaged in membership marketing and independent websites should pay attention to Meta's membership mechanism points, attach importance to catalog advertising and dynamic advertising, learn how to find more products through users , find more users through products , and then match more users through users, thereby improving the efficiency of advertising.

To run an independent website well and do marketing well, user operation is the key . Cheng Shaoyun , former head of Banggood SNS North America, also shared his views on this .

" Refined operations , in-depth supply chain operations , precision marketing , and customer repurchase operations are key to improving our management of the entire customer life cycle and ultimately achieving cost reduction and efficiency improvement. "

As for increasing the repurchase rate, Cheng Shaoyun bluntly stated that the entry points should focus on user portraits , product positioning , audience characteristics , user needs , customer service , etc.

As a social media platform with a huge traffic pool, Facebook's advertising algorithms and tools are highly automated and mature, and its commercial scenarios are very mature.

At the user portrait level, sellers can conduct similar audience analysis on Facebook . At the user demand level, sellers can make good use of catalog ads and then expand interest tags to expand high-quality user groups as much as possible in the entire user layer .

In addition, you can use groups and internet celebrities to do reviews on Instagram and Facebook , and you can also do limited-time and limited-quantity events on Facebook to increase conversion rates.

At the same time, sellers need to observe the product repurchase rate , which can be achieved through weekly ratings on the Facebook homepage to obtain user feedback including product quality, logistics, service, etc.

Cost reduction and efficiency improvement are imminent. Facebook-related functions effectively reduce costs by 15%

In recent years, cost reduction and efficiency improvement have been mentioned repeatedly. So how can we use Meta products to improve conversions and continuously optimize marketing to achieve this goal?

Wang Rudan, Marketing Director of Yinolink, proposed to actively use Meta as a marketing channel. For example, before and after promotional activities, sellers can increase exposure through Facebook ads, let more consumers know about the brand , and stimulate old customers to have a desire to repurchase . Meta 's Messenger can achieve one-to-one communication between buyers and sellers, reducing the trouble of information asymmetry.

On Facebook and Instagram, after seeing an ad , consumers can click a button to learn more about the product or initiate a conversation with the merchant , or click a button to go directly to the independent site for browsing.

How to optimize advertising? Wang Rudan said, " You can focus on the amount of data in each link during the funnel analysis. If the amount of data and conversion rate are low, it means that optimization is needed . " In addition, sellers must consider the purpose of the current marketing strategy , whether it is for branding or conversion.

In terms of reducing costs and increasing efficiency, during the delivery process, Facebook's machine learning can help sellers understand the consumer interest groups of the target products, thereby effectively reducing costs by 15% . On the other hand, Facebook provides three ways to target the crowd, and sellers can choose to accurately target the target group.

Regarding overseas marketing, the guests at the meeting believed that it is necessary to make placements in line with the behavior of consumer groups, conduct refined operations , and optimize products .

Meta currently provides a variety of solutions for marketing. For example, in the catalog advertising section, sellers can upload 150 ads and put them on the same page, so that customers can get multiple pieces of information . In addition, attention should be paid to enriching the brand image to continuously attract new users and achieve brand-effect integration .

Compared with the distribution of goods, the current overseas expansion focuses more on refined operations, and Meta can bring more help to sellers in creating brand connections and enabling business growth . If you want to know more, please click " Read the original text " at the end of the article.

*Data comes from Meta internal data in December 2022.

Cost reduction

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