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Yesterday morning , the Amazon venue of the "2021 First Central Cross-border E-commerce Seller Brand Overseas Summit" was brilliant. The sharing of several guests benefited the sellers on site and they said they couldn't get enough. The content in the afternoon was no less impressive , with practical operation and dry goods all on the stage .
The first person to take the stage was Da Bing , an eight-year veteran of Amazon's overseas business in Shenzhen and a billion-level brand seller . He gave a speech on the theme of " New Product Advertising Promotion Strategies under the New Policy ."
"Advertising is an amplifier of products. Excellent products stand out more, while inferior products will be destroyed faster," said Da Bing. For sellers, advertising can only be used as an auxiliary tool and cannot be completely relied on. Only after the sellers have done a good job of listings can they highlight the importance of advertising.
Regarding the question of how to use advertising for promotion during the new product launch period, Da Bing said that it is necessary to first optimize the advertising data and direction, clarify the advertising purpose, budget and planning time, and then achieve the goal of increasing the advertising click-through rate and conversion rate.
He also said that the early rating of the product is crucial to the advertising effect, and it is best to keep it above 4.8. According to the different Review values, he gave suggestions: when the Review is 0-10, SP automatic advertising, all four types are open, and later transition to SP manual advertising keywords (brand words, category long-tail words); when the Review is 10-50, SP automatic advertising, increase budget, increase bidding, increase keywords (category core words, long-tail words), competitor ASIN in the medium term, and SB advertising (brand words, category long-tail words), competitor ASIN in the later stage; when the Review is 50+, you can directly impact the hot-selling products.
Afterwards, Wu Yuxin , Lotte's East China Business Director , took the stage and gave a speech on the theme of " Focusing on cross-border logistics in the North American market ."
Wu Yuxin said that as a company focusing on markets such as North America and Canada, Lotte has more advantages in terms of price and timeliness compared to other companies . It is cheaper and faster . Currently, his company is also one of the two major agents of Canada Post in China.
In addition, Lotte also pays great attention to the layout of domestic and international logistics. It not only has the fast and economical routes of the US USPS, but also provides customers with overseas warehouse services and customized services.
Talking about the recent numerous incidents of freight forwarders running away, Mr. Wu also reminded sellers to be wary of bad freight forwarders, especially those that offer prices lower than normal for a long time.
Afterwards, Wang Xingyu , general manager of Henan Haiqi Information Technology Co., Ltd. and a comprehensive seller on Amazon independent stations , gave a speech on the theme of " Managing advertising plans through Amazon advertising data ."
Wang Xingyu said that each word has certain attributes and interests, and the products behind it reflect customer needs. Sellers need to find the most critical needs of customers. When keywords become concrete, advertising will be more effective and maximize value.
"When creating a hit product, you should pay more attention to the two-way positioning of keywords and prices ," said Wang Xingyu . If the product is in the mature stage, Amazon's automatic advertising can help you find product keywords, and other things must be placed, and sellers should focus on accurate matching.
Wang Xingyu said that he rarely uses targeted advertising unless it is to control the direction of traffic.
Regarding the specific practices of advertising management, he said that we must first determine the product cycle; then export the search keyword report; then recommend bidding (determined according to keywords and peers), and the bidding adjustment is based on grouping because it reflects customer needs; finally, it is recommended to make adjustments based on root words, and when adding precise series, pay attention to the mutual negation of advertising words.
After Wang Xingyu shared the key points of advertising management, Dong Jiaxing , co-founder of Henan Aoyi Electronic Technology Co., Ltd., gave a speech on the theme of " How to create a hit product through Amazon advertising ."
Every cross-border person has a hot product in mind, but what does each hot product look like? Thousands of orders per day? BSR? Mr. Dong said that only products that can continuously generate sufficient benefits for sellers can become Amazon hot products.
With the popularity of Squid Games this year, Dong Jiaxing said that many people were affected by infringement, but he chose to make a short-term explosive product and was not affected. For sellers, unless they can withdraw quickly, it is not recommended to take risks. Sellers can make plans based on their own products and choose to make products with long-term stable growth or short-term explosive products.
Talking about advertising, Dong Jiaxing said that the essence of advertising is to attract traffic, but the actual conversion rate is not high. For sellers, the real product will eventually be separated from advertising and develop towards stable orders. Its products must have certain functional requirements, so that the core competitiveness of the product in the advertisement can be demonstrated.
Regarding the key points in the operation process, Dong Jiaxing said that the advertising indicators that need to be focused on in the early stage are orders, conversions and exposure; the advertising indicators that need to be focused on in the mid-term are ACOS; and the advertising indicators that need to be focused on in the later stage are spending; among them, order volume and conversion rate are indicators that must be paid attention to throughout the entire operation process.
Dong Jiaxing also gave his own suggestions for the advertising structure template : manual precision (deliver all the precise keywords that can be collected); manual broad (deliver all the precise keywords that can be collected, and at the same time negate the delivery words themselves and all non-highly precise words that can be collected); automatic advertising keyword expansion activities (negate all delivery words and all non-highly precise words); rational use, maintain conversion, and reduce advertising operating costs.
Afterwards, Dai Bin , Vice President of 4PX Courier and General Manager of Class B Business Unit, delivered a speech on the theme of " New Opportunities for Cross-Border Logistics in the Post-Pandemic Era ".
This year, ocean freight rates hit a 10-year high, and 80% of global shipping routes have seen soaring freight rates. Faced with the current high logistics costs, Dai Bin predicts that freight rates may continue to rise next year . It is understood that next month, the freight rate from Shanghai to the West Coast of the United States will rise to 14,000, and from Shenzhen to the West Coast of the United States will rise to 12,000.
In addition, due to insufficient transport capacity, charter flights and ships have become more common, and it is not uncommon to rent a ship for US$100,000 a day . Dai Bin also responded to earlier rumors that Shenzhen freight forwarders can earn a house a day, saying that it does exist, but they are a minority.
Under the epidemic, consumer behavior has undergone a major change. Some elderly people have also started shopping online. While driving the growth of consumer demand, it is also driving the growth of demand in the logistics industry. The prices of freight, containers, etc. have risen sharply.
Dai Bin also said that real logistics is technology, operation and capital , and moving bricks is not logistics. It is understood that 4PX is building a modern logistics system to speed up the construction of its logistics infrastructure.
Afterwards, Chen Xianting, vice president of E-Cang Technology and co-founder of Cross-border Eye, delivered a speech on the theme of " How to build long-term competitiveness by accumulating strength and then making a breakthrough after entering the e-commerce industry."
Unlike Amazon, eBay, AliExpress, Wish and other platforms, where the number of buyers and active users are increasing, orders in individual countries are on a downward trend.
Chen Xianting said that currently the orders from the United States and the United Kingdom have dropped from nearly 80% to 50%-60%, while the number of orders from Southeast Asia is growing rapidly. In addition, due to the advantages of cross-border e-commerce in personnel, capital and other aspects, it is attracting mature talents from various industries, leading to intensified industry competition.
At the same time, industry crises have emerged and competitors have become more numerous and stronger, which makes the importance of corporate refined operations and organized management even more prominent.
Nowadays, distribution of goods is no longer limited to "distribution of goods", but has also been refined. Relying on new technologies such as efficient operation management capabilities, internal and external risk control capabilities, and intelligent data management capabilities, agile and flexible supply chains and rapid order fulfillment for multiple categories have been achieved, thus creating new retail capabilities that combine the ability to distribute goods with the ability to refine goods.
Then, Wang Quan, Operations Director of Zhengzhou Yilianke E-Commerce Co., Ltd. , gave a speech on the theme of " How to operate the Amazon platform under big data opportunities " based on his eight years of work experience in the industry .
Wang Quan shared his operational experience with sellers based on his own personal experience, saying that the company began to transform in 2018, placing products on the supply chain, cutting products from AliExpress and Wish, and devoting itself to Amazon's vertical categories, exceeding its goals in the third year.
Regarding the closure of a large number of stores by Amazon and advertisements by Google this year, Wang Quan said that going overseas does not mean cross-border e-commerce, and expressed his pessimism about traffic + distribution type sellers. He believed that product-oriented sellers who focus on research and development, supply chain, and brand are the future of cross-border e-commerce.
For cross-border e-commerce companies, product companies must have R&D behind them, but many companies do not spend much on R&D. Wang Quan also said that his company’s R&D and supply chain expenses account for 10%, while the R&D expenses of the big seller Anker are only 6%.
In addition to focusing on brand building and supply chain, Wang Quan also mentioned that expanding into multiple regions, multiple channels, multiple categories and multiple brands is also one of the secrets to the success of many sellers. It is just as the saying goes, only a thin needle can penetrate.
Finally, Super Kevin , a senior salesman from Zhengzhou and Shenzhen, gave a speech on the topic of “ New product - 3 months - TOP30 - 4.9 stars 10,000+ Reviews, how did I do it ”.
“Last year, all the houses in Shenzhen Bay were bought up by people doing business with Amazon; this year, all the bottles in Shenzhen Bay were picked up by people doing business with Amazon,” said Super Kevin. Faced with the magical cross-border e-commerce, people who do cross-border business still need to make money.
Super Kevin believes that the necessary conditions for doing well in cross-border e-commerce are sufficient funds, a stable supply chain, good sales channels and abundant supporting resources. He also said that good products, money and resources are also necessary conditions for Amazon.
He said that the last wave of selling was about China's manufacturing capabilities, and the next wave of selling is about China's brand value. In the future, sellers must avoid red ocean competition, seize niche markets, and vigorously develop their own brands.
So far, the "2021 First Central Cross-border E-commerce Seller Brand Overseas Summit" sponsored by Facebook and supported by mainstream cross-border industry service providers such as Rakuten Express, Snapchat, Baidu International, 4PX Courier, and Xichuang Technology has come to a successful conclusion. Thanks to the guidance of the Henan Provincial Department of Commerce and the generous sharing of the title sponsors and many big names. We hope that this conference can provide some experience for sellers and help Chinese brands and Chinese manufacturing to go overseas better.
First Central Cross-border Summit |
