The summit has concluded successfully! All the great tips for independent websites are here…

The 2021 First China (Zhengzhou) Central Cross-border E-commerce Seller Brand Overseas Summit has come to a perfect conclusion! The morning session was brilliant, and the afternoon session was equally exciting. The independent station special session was full of valuable information. Hot topics such as how sellers can quickly deploy independent stations, how to use TikTok to create hot products, and efficient marketing methods for independent stations were analyzed by the speakers one by one.

Chang Zhenzhen, operations director of the new e-commerce business department of Easysino, gave a wonderful speech on the theme of " Planning for independent sites - analyzing DTC - the path for brand overseas growth ".

Chang Zhenzhen said that some new consumers prefer DTC brands. The operation of independent sites can be divided into four aspects: product selection, operation, payment, and delivery . Chang Zhenzhen believes that when selecting DTC brands, sellers should pay attention to four aspects: long-term and short-term market demand, repurchase rate and profit margin, supply chain advantages and disadvantages , and investment costs . At the same time, attention should also be paid to consumer demand. The current macro-consumption trends of consumers are authenticity, minimalism, community, and individuality.

Chang Zhenzhen also emphasized that the policy of drainage channels must be followed when building an independent website. When talking about how to form an independent website operation team, Chang Zhenzhen believes that it is also very important to establish a refined operation team.

Afterwards, Chang Zhenzhen shared how to develop independent website traffic. In the cross-border e-commerce purchase process, different channels need to be used at different stages. In the entire independent website operation closed loop, advertising traffic is very important. In the early stages of independent website development, sellers need more exposure on social media platforms to reach more customers. In the stable period of development, sellers can slowly increase the proportion of paid search advertising.

When faced with many marketing channels, you can analyze them from multiple aspects , including channel scale, ability to attract new customers, and channel quality .

I believe that every seller has a heart to become a big seller, but for sellers, the process is always long and arduous. How emerging brands can quickly start the layout of independent sites is a common concern of sellers.

Zhao Wenzhong, project manager of Henan Langu Technology's independent station project, shared his views on "how emerging brands can quickly start the layout of independent stations."

Zhao Wenzhong believes that the advantages of domestic Taobao or JD brand sellers in transforming to independent sites are sufficient funds, rich operating experience and powerful products , while most of these brands have disadvantages such as lack of understanding of foreign consumption concepts, lack of cross-border resources and talents in the cross-border field and weak control over cross-border risks.

Zhao Wenzhong said that the necessary conditions for establishing an independent brand website include having a product line suitable for foreign customers, a team with cross-border operation experience, the ability to control financial risks, stable traffic channel resources, staggered competition, and the full support of the boss .

When operating an independent website brand, sellers should choose to start based on their own advantages. Zhao Wenzhong believes that when selecting products, "small and beautiful" vertical subcategories are a good choice. Products in this category have many advantages, such as less competition, precise audience, good control of product resources, and less pressure on traffic channels and payment channels .

Afterwards, Zhao Wenzhong made several suggestions to sellers who set up independent websites, including: choose a suitable domain name, the product should solve a certain problem (preferably an urgent need); the slogan is the soul of the website; find the precise audience of the product; customize the product classification and tell a good brand story.

Finally, Zhao Wenzhong shared the ultimate goal of building an independent website, which is natural traffic and repeat purchases, so that customers will pay for the brand premium.

Competition in the industry is becoming increasingly fierce. There is no doubt that the era of "product is king" has arrived. So how did big sellers on independent sites come into being?

Jin Xiangyuan, head of e-commerce at Nanjing Fast Fashion TOP Independent Station, gave a presentation on the theme of "How the independent station with product as king was born" .

Jin Xiangyuan shared the key to a successful business model. He believes that in the first stage, sellers can use a low-traffic-cost technology-based approach; in the second stage, sellers can use a high-repurchase product portfolio approach; and in the third stage of operation, sellers can use a high-value-added brand approach.

Jin Xiangyuan analyzed the price-frequency model and divided the products into several types: high-frequency low-price, low-frequency high-price, and high-frequency high-price. Jin Xiangyuan believes that high-frequency emotional products should prioritize product sales ; high-frequency rational products should focus on product services ; low-frequency rational products should focus on product sales and brand ; and finally, low-frequency emotional products should focus on product sales and profits .

Finally, Jin Xiangyuan shared his views on whether cross-border e-commerce is a trend or a trend. Jin Xiangyuan believes: "Cross-border e-commerce is a trend if you treat it as a trend, and it is a trend only if you treat it as a trend."

2022 is coming and the new year is about to begin. What new cross-border trends should independent website sellers understand and master?

At the meeting, Chai Ximei, head of product training at Xichuang Technology, delivered a speech entitled " Winning the Battle of 2022: Uncovering New Trends in Independent Station Overseas Marketing ". Chai Ximei believes that the epidemic has accelerated the already growing e-commerce business, and now is the best time for brands to go overseas.

Next, Chai Ximei reviewed the product selection trends during this peak season . Chai Ximei said that this year, 31% of consumers in the United States started holiday shopping before the end of October, and most people chose to shop online. In terms of shopping trends, sustainable products and gift spending are a major trend during the peak season. The theme of Christmas is gifts and decorations, and the keyword of the New Year is carnival party supplies.

Chai Ximei believes that when sellers conduct peak season marketing, they need to pay attention to analyzing data from previous seasons, responding to the peak season in advance, preparing inventory as early as possible, pre-positioning advertising and social media promotions, reducing abandonment rates, and localizing payment methods.

In addition, Chai Ximei analyzed and explained how to build a successful DTC brand . In terms of products , we should focus on cost-effectiveness and make interesting products; in terms of launch , we should focus on the core selling points of products and achieve high-precision and high-intensity brand exposure in a short period of time through various marketing methods; in terms of brand , we should pay attention to user experience and win hearts and minds; in terms of traffic, we should focus on content and be data-driven.

TikTok is becoming increasingly popular abroad, allowing sellers to see new business opportunities. But how should TikTok be used? How can sellers use TikTok to create a hit? Wu Jiayang, founder of Hangzhou Chuanliu, gave a speech on the theme of "How to use TikTok to create a hit".

Wu Jiayang explained the TikTok e-commerce traffic diversion system. At the same time, Wu Jiayang shared his own practical experience. He believes that although live streaming can currently generate orders, the ROI of live streaming is very low and it is impossible to achieve large-scale profitability. Large-scale fans are the prerequisite for profitability. On TikTok, bulk content transfer to create an account matrix is ​​a quick way to make money, which is unsustainable. And using the overseas version of "Doujia" advertising to attract fans and sell goods is reliable, but the conversion rate of selling goods is poor.

Then, Wu Jiayang shared the process of opening TikTok Shopping. In summary, it is: open Shopify - open a TikTok advertising account - open TikTok Shopping ads - get traffic and place orders.

In addition, Wu Jiayang also said that after testing, they found that beauty and women's clothing products are currently hot-selling on TikTok and have the largest profit margins, especially cosmetics, contact lenses and nail products .

Finally, Wu Jiayang looked forward to the future of cross-border e-commerce: I hope TikTok's cross-border dream will come true! China's cross-border e-commerce will definitely get better and better!

So far, this wonderful "First Central Cross-border E-commerce Seller Brand Overseas Summit" has come to a successful conclusion. Thanks to the guidance of the Henan Provincial Department of Commerce, thanks to the title sponsor Facebook and the support of mainstream cross-border industry service providers such as Rakuten Express, Snapchat, Baidu International, 4PX Courier, and Xichuang Technology. At the same time, we also want to thank the guests and practitioners for their speeches and listening for a day. I hope every seller can be inspired by the practical sharing of the big names, copy their successful experience, and get on the express train of explosive orders as soon as possible!

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