Veteran sellers are fighting their way out of the red ocean!

How deep is the cross-border e-commerce foundation of veteran sellers!

As one of the earliest pioneers of independent websites in China, Tallangzhe has tasted the dividends of the wild growth of cross-border e-commerce, operated the strategies of distribution and website group, and operated multiple stores on platforms such as Amazon and eBay. Many of its more than a dozen fast fashion brands have entered the top 10 of the platform categories.

After experiencing fluctuations in the industry, the sales of independent sites under Treader still maintain a sustained growth momentum and have exceeded 1 billion yuan. Sellers can get a glimpse of Treader's successful experience in operating independent sites from this article.

With multiple brands running in parallel, Treader's independent website sales exceeded 1 billion

Founded in 2010, Beijing Talander Technology Co., Ltd. (hereinafter referred to as "Talander") is mainly engaged in cross-border e-commerce B2C business, selling 50 categories of products such as wedding dresses, formal wear, wigs, veils, accessories, electronic products and household items . In addition to being sold through stores on multiple platforms such as Amazon and eBay, its products are also sold on multiple self-built independent websites for the North American and European markets.

Different from the single and sophisticated layout of general cross-border e-commerce companies, Treader has always adopted a multi-brand parallel model.

Initially, Tidesurew successfully entered the North American market with wedding dresses, and then expanded the categories to fashionable women's clothing, and then to all women's categories . Currently, it involves as many as 50 categories , and its own brands include Tbdress, Ericdress, Doresuwe, Tidebuy, Beddinginn, Wigsbuy, and Shoespie.

In addition to expanding its product categories, Treader has segmented its brands based on overseas market demand for women's clothing and the country's strong resources and production advantages. Each brand's independent website is responsible for selling different products, and the most outstanding performance among them is Tbdress.com.

The number of visitors exceeded 10 million in half a year, and more than 80% came from the United States

Tbdress.com, which mainly sells women's clothing, tops, coats, and shoes , has a relatively strong development momentum. In the "Best Online Products of 2022" jointly published by Newsweek, Tbdress.com ranked 65th in the fashion accessories category and is quite popular among overseas consumers. According to the data, the total number of visits to Tbdress.com from March to September 2021 was 14.25 million , of which 84.19% of the traffic came from the United States.

It is understood that 50.93% of Tbdress.com 's traffic comes from search . Paid search keywords account for as high as 83.12% , and consumers mainly search for plus-size jumpsuits, bohemian wedding dresses, wedding dresses , etc.; 16.88% are free keyword searches, and the main search terms are tbdress , tb dress, and Velcro dress sexy . Finally , direct visits account for 38.28% .

"Don't just focus on traditional traffic, but try new channels and new ways of playing, which may bring better conversions to your products," said its COO. When the traffic dividend gradually disappears, the emergence of Youtube, TikTok, Kwai and other short video live streaming platforms may also be new traffic channels for independent sites.

Another independent website under its umbrella, Ericdress , mainly sells new women's wedding dresses and party dresses . Its traffic reached 1.45 million in September last year , of which nearly 80% came from the United States; Doresuwe mainly sells affordable and popular women's clothing . 86.04% of the website's traffic comes from Japan, and the number of visits in half a year has reached 5.27 million; Wigsbuy sells wigs , hair extensions and accessories , with a traffic of 3.63 million in half a year , most of which comes from the United States, accounting for 78.53%.

Tidebuy is an online shopping mall with relatively large discounts. Its products include clothing, electronic products, wigs , etc. France is the main traffic country; Beddinginn provides many high-quality 3D bedding sets, 3D curtains, 3D clothing , etc., with 1.64 million visits in half a year . Compared with other platforms, its traffic is relatively stable, of which more than 75% of the traffic comes from the United States.

Shoespie provides a variety of high-quality men's and women's shoes . Animal fur high heels, thick-soled high heels and boots are the most searched keywords on the website. It is worth mentioning that Shoespie's main traffic also comes from the United States, accounting for 40.25%.

In summary, it is not difficult to see that the layout of social platforms is also a key step for Treader to attract consumers and promote the brand. Reduce cooperation with celebrities and choose to use amateur bloggers to feedback on shopping experience, so as to shape the authenticity of the brand and gain recognition and trust from overseas consumers more quickly.

Made in China Going Abroad: Opening up the Overseas Wedding Dress Market

Overall, in the past few years, Treader has expanded its categories based on its success and entered a stage of rapid development. The overall situation has not changed. Specifically, Treader's choice of wedding dresses as its entry product is an extremely critical and prudent decision.

Before deciding to enter the wedding dress category, Treader conducted a long-term market research and learned that February to May each year is the peak wedding season in foreign countries , especially in the United States. The key point is that wedding dresses are mostly expensive overseas, so consumers have to choose to rent them. However, in the eyes of many consumers, wedding dresses are a once-in-a-lifetime item that carries important memories, so there is actually a huge demand for such products overseas.

In the past few years, many domestic companies and sellers, like Treader, have noticed this unique category with high market demand.

In foreign countries, the average price of some designer wedding dresses ranges from US$9,000 to US$130,000, while the prices on domestic foreign trade B2C wedding dress websites are mostly around US$150 to US$300. The price difference between wedding dresses from well-known local brands and those made in China is dozens of times, with high quality and low cost, which is one of the important reasons why wedding dresses made in China can open up the overseas market.

"Wedding dresses are actually a product with a high customer complaint rate, and the unit price is not high," said an experienced seller of wedding dresses. Therefore, product quality and brand marketing are both indispensable. The essence of cross-border e-commerce lies in products, and selecting products and brands well and achieving differentiation are the top priorities.

The selection of wedding dresses is different from that of ordinary clothing, and there are more product dimensions to consider, such as seasonality. An Amazon seller said that products such as wedding dresses are highly seasonal, and more effort should be put into the research stage to determine the categories to be made, such as wedding dresses, flower girl dresses, bridesmaid dresses , etc. Among them, evening dresses and bridesmaid dresses are hot-selling categories in overseas markets all year round.

The practicality and reasonable price of wedding dress products are the core advantages of Chinese manufacturing, and are also a new consumption trend in overseas markets. To build a brand based on the advantage of "high efficiency and low cost", it is ultimately necessary to work hard on the products, while also targeting the needs of target customers, focusing on the delivery of product value, and moving towards achieving "brand differentiation".

Cross-border e-commerce

Red Sea

Independent website

Amazon