The 6th Internet Marketing Conference 2023 was successfully held. What did Amazon's best sellers talk about?

On April 11, the "2023 Sixth Internet Marketing Conference" hosted by Ennet was held in Shenzhen. The conference was sponsored by Anjun Logistics and received strong support from partners such as Timely Language and Wondershare Technology . The conference lasted for two days and was divided into three special sessions: Amazon, Independent Station, and Latin America . Yesterday, the guests at the Amazon venue shared wonderful content all day, which was exciting.

Hong Peilin, director of the Shenzhen E-Commerce Service Center, was the first to take the stage to deliver a speech. He said that as the first national e-commerce demonstration city, Shenzhen is based on tapping new potential for imports and exports, actively promoting the optimization and upgrading of goods trade, cultivating the advantages of the industrial chain and the ecological chain, and promoting the high-quality development of cross-border e-commerce. In 2022, the city's cross-border e-commerce imports and exports exceeded 190 billion yuan, an increase of more than 2.4 times year-on-year, ranking first in Guangdong Province. In the future, Shenzhen will also actively guide enterprises to focus on building and enhancing their core competitiveness, and carry out brand expansion overseas by increasing R&D investment, carrying out digital upgrades, building their own brands, strengthening intellectual property protection, and improving the level of compliance operations.

Tax compliance is a topic that cannot be avoided by companies going overseas. At the meeting, Yang Xiaoqiang, a professor of tax law and doctoral supervisor at the Law School of Sun Yat-sen University , said that tax compliance for cross-border e-commerce is difficult for three main reasons. First, as many as 174 countries have introduced VAT. Second, there is no international VAT agreement for VAT. Third, VAT is a domestic tax and is determined by the country. In addition, he also analyzed the underlying logic of the recently hotly discussed Golden Tax Phase IV from three aspects: taxpayer information collection, fully digitalized electronic invoices , and data analysis and auditing . With his sharing, the so-called "strictest in history" Golden Tax Phase IV became clear, and the participants also realized the importance of tax compliance.

In addition to authoritative experts interpreting tax issues of cross-border e-commerce, at yesterday's Amazon special session, many cross-border e-commerce sellers from the industry also shared their overseas experiences from multiple dimensions such as operations, brand overseas practice experience, and marketing strategy. Yang Guangzhuan, deputy general manager of Baoshijia, Ju Peiliang, director of Huanjin Supply Chain, Dabing, a well-known Shenzhen seller, Wang Zhi, CEO of Xincheng Exhibition, Zhong Yong, deputy general manager of Lilangda, and Dong Haiwen, founder and CEO of Youjiang Education, discussed with the audience on the "several core elements required for Amazon's success".

Among them, Fang Jiale, VP of Shenzhen's leading comprehensive seller , introduced six aspects of Amazon's refined operations in his keynote speech. The first is the refinement of product lines and products. The second is the all-round refinement of operations, driving the growth of listings through the rhythm of operations, the details page of listings, and the three carriages of advertising. The third is the refinement of advertising. The fourth is the refinement of performance cost management. The fifth is the refinement of supply chain management. The sixth is the refinement of brand building.

For Chinese cross-border e-commerce sellers, brand expansion overseas is a path to sustainable development . Shenzhen Qianan Technology Co., Ltd. has accumulated ten years of practical experience in this regard . Its co-founder Liu Zhi clearly pointed out in his sharing that products are not the same as brands. Products are concrete and consumers can feel, hear and see them, but brands are abstract and are the sum of all consumers' feelings about products. From products to brands, companies must first do a good job of brand positioning. The process of brand positioning is also the process of market positioning, and the core includes market segmentation, target market selection and specific positioning.

As a leading 3D printer overseas company, Ouyang Xin, founder of Shenzhen Zongwei Cube Technology Co., Ltd., directly shared their brand building story and growth process. Like many sellers, Zongwei Cube has gradually transformed from a seller who simply sells goods on the platform to a brand seller. It took Zongwei Cube several years from starting to lay out the 3D printer track in 2015 to establishing its own brand voice. However, now brand power has begun to give them a steady stream of positive feedback, and performance is the best display of results. In 2020, it successfully achieved three consecutive years of turnover growth of more than 100%, with global sales exceeding 500,000 units.

Speaking of the Amazon account suspension wave in 2021, many people still remember it vividly. Some sellers quietly disappeared in this wave of heavy blows, but some sellers turned the tide and embarked on the road of compliant operations. In this storm, the 10 years of accumulation of Ye Zhilong, CEO of Oppro , was almost destroyed, but after 1 year of hard work, he turned this accident into a story and took the road of transformation. In his keynote speech, he made it clear that now the company's operating methods and techniques need to be compliant. 99% of the future competition is not price competition, but brand and product competition , and more investment should be made in brand marketing.

In the process of going overseas, logistics is an important link between sellers and consumers. At the meeting, Zhang Zhixiong, sales director of SLM, pointed out in his keynote speech " How to choose the most stable overseas warehouse for large items " that eight aspects should be considered: 1. Competitive prices; 2. Solid historical records and warehousing experience; 3. Advanced inventory management system to manage inventory and orders; 4. Let customers have no worries and focus on the market and sales; 5. A system that helps track performance; 6. Processes and procedures for picking and transportation with minimal error rates; 7. Scanning and other technologies to automate the picking and transportation process; 8. Dedicated customer service support to answer transportation questions.

Research and development has always been a difficult hurdle that many cross-border e-commerce sellers want to overcome. Nearly 70% of the company's employees are R&D personnel. Zhou Kang, CEO of CZUR, said in his keynote speech that the current low-end red ocean market competition is becoming increasingly fierce, and only innovative products can bring new opportunities. The thinking path of innovative smart products mainly includes four aspects: 1. How to reasonably intelligentize; 2. Whether AI+hardware+software are integrated; 3. Whether it can lead the industry; 4. How to build barriers.

Under the influence of inflation, internal competition, rising costs, and compliance, the situation of cross-border e-commerce sellers going overseas is becoming increasingly severe. Many sellers have begun to pay attention to how the large-scale head sellers can achieve double growth in profits and sales under the new situation. In his experience sharing, Xiao Li, CEO of Aohe, emphasized the importance of "increasing revenue and reducing expenditure". Saving expenditure means optimizing the cost of the entire product chain to ensure the advantage of high cost performance, and increasing revenue means developing subcategories, expanding the cake of related categories, and continuously optimizing the performance and quality of existing products, improving consumers' experience to achieve value for money, and developing high-tech and special products to increase store sales and improve profit margins.

In order for Chinese brands to become famous overseas, in addition to having good products, a good marketing strategy is also crucial. In his keynote speech "Formulating a Marketing Strategy that Matches the Corporate Development Strategy", Zhai Hao, strategic director of Tongtuo, said that in terms of finance, corporate strategy determines the overall growth rate of the company and the profitability of investment, while marketing strategy mainly budgets input and output. At the customer level, corporate strategy determines which market to enter and who to compete with, while marketing strategy is how to guide ideas in the competition with opponents and balance related relationships. At the operational level, corporate strategy determines replication and creation, while marketing strategy determines basic brand channels and the basic direction and standards of user operations. At the organizational level, corporate strategy is the company's values ​​and culture, while marketing strategy is the team building and selection mechanism.

At the conference, the guests shared wonderful speeches, and many participants said that they had learned a lot. This morning, the independent station and overseas marketing special session, and the Latin American overseas special session in the afternoon continued to be exciting. Ennet will contribute more in-depth content to the industry with a professional attitude.

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