With the gathering of big names, the first Central China Cross-border E-commerce Seller Brand Overseas Summit kicked off with a bang!

The first Central China Cross-border E-commerce Seller Brand Overseas Summit is here!   

At 9 o'clock this morning , the 2021 "First Central Cross-border E-commerce Seller Brand Overseas Summit " guided by the Henan Provincial Department of Commerce and co- organized by Yien.com and Facebook was grandly held in Zhengzhou.

This conference was divided into two special sessions: Amazon and independent sites. At the event, billion-level sellers and platform managers took turns to present a feast for the sellers present from multiple aspects such as brand building, transformation layout, multi-channel operation, enterprise construction and management.

Amazon sellers gather to share the e-commerce feast

At the Amazon venue, Sun Qi, Director of the E-Commerce Department of the Henan Provincial Department of Commerce, first delivered a speech, analyzing the current situation of cross-border e-commerce in Henan and looking forward to the future of cross-border e-commerce in the central region!

The next person to take the stage was Zhiou Brand Director Zhang Liuming, who gave a speech on the "Three Origins for Building a Global Consumer Brand".

Zhang Liuming said that he did not have any groundbreaking insights into the three origins of building a global consumer brand: product strength, localization, and brand strength. What he could share was Zhiou's many years of practical experience. In terms of product strength, Zhiou regards it as the core of building a global brand, starting from the user's perspective, and gaining insight into the real needs of consumers. Market research, product development, renovation, and transformation are all indispensable details.

She said that polishing each fine product with a craftsman's spirit and constantly updating and iterating is a key to improving product competitiveness. Currently, Zhiou launches nearly a thousand new products every year.

In terms of localization, when Zhiou was making its global layout, it started from Germany and established branches in the United States and Japan. Zhang Liuming gave his own example, saying that Zhiou established a localized design center in Los Angeles, built a localized team, and made full use of the advantages of local talents to achieve an internationalized industrial layout with localized product design, marketing content, warehousing logistics and customer service.

In terms of brand power, Zhiou is well versed in the concept of brand funnel. From the initial consumer recognition of the brand and acceptance of the brand concept, to the decision to purchase the product, and finally to the deep recognition of the product and brand value. This progressive process not only increases consumer stickiness to the brand, but also improves the conversion rate of orders.

She also said that in addition to building a brand funnel, Amazon's on-site marketing flywheel, focusing on social marketing, and strengthening cooperation with overseas KOLs are all key points in building brand power.

Then, Zheng Wenqing, Chairman of Henan Rebecca Hair Products Co., Ltd., gave a speech on the theme of "Transformation and Development Layout of China's Hair Products Industry".

Traditional trade has been hit hard, and the e-commerce market has flourished. Foreign trade companies urgently need to accelerate the development of new foreign trade formats and models such as cross-border e-commerce and online transactions to supplement offline channels.

Zheng Wenqing said that Rebecca tried cross-border e-commerce for the first time in 2015, but failed in 2016. It then summarized its experience and tried again on AliExpress and Amazon in 2017.

After three years, Rebecca's human hair brand has been ranked among the top in the retail category, occupying half of the top 10 in the chemical fiber industry , and its NOBLE brand has been ranked first for four consecutive years. As of the end of November this year, Rebecca's online sales accounted for 1/3 of the overall sales of its own brands.

Regarding the experience of transformation, Zheng Wenqing said that it includes four major aspects: making full use of offline sales channels and integrating online and offline; dual-drive of online TO B&TOC platforms; expanding new markets in Eastern Europe and Asia to increase market penetration; playing with new media, Internet celebrities and content marketing, and developing independent sites.

Then Jerry, the operations director of a leading Amazon oversold product in Shenzhen, gave a speech on the topic of "How Amazon sellers operate in multiple channels under the new policy."

He said he is still very optimistic about the development of the entire e-commerce industry, especially since the growth rates in Europe, Japan and the Middle East have surpassed those in North America.

For the multi-channel layout that most sellers want to carry out, he analyzed platforms such as AliExpress, Wish, and eBay to help sellers choose the platform that suits them. For example: AliExpress requires corporate identity to enter, advocates branded stores, and has a high market share; Wish will focus on short videos and branded stores in 2022, and needs to pay attention to the penalty policy; eBay is the first choice platform for sellers in Japan, but it is difficult to obtain traffic, and sellers still have to compete in the red ocean.

He also emphasized that the choice of whether to be an FBA, FBM, or comprehensive seller should be based on the market, operating categories, and business model . If sellers want to be FBA merchants, they need to choose a platform that supports brand stores and focuses on product quality and buyer shopping experience.

In addition, he also said that cross-border e-commerce sellers must avoid heavily polluted products to prevent the company's performance from being affected by the platform and government policies.

After Jerry finished sharing, Zhang Sen, co-founder of Henan Langu Technology and a 10-year e-commerce veteran, shared his experience in building and managing cross-border enterprises on the theme of "Informatization Construction and Management of Cross-border E-commerce Enterprises."

First, the company will enhance team cohesion through hiking activities, book clubs, debates, tug-of-war and other activities; second, it will arrange tasks for each staff member based on the average of daily operating data; finally, after the loss of talent, it will summarize this and accumulate experience to achieve the goal of improving work efficiency.

Zhang Sen also said that the company will hold a fission entrepreneurship competition with 50-50 groups. The business management department will provide daily business data, and the human resources department will conduct 360-degree performance evaluation and performance coaching on individual and organizational results .

Culture is the foundation of an enterprise. The company needs to promote corporate culture to employees through daily training and undertake the important mission of cultural inheritance, Zhang Sen said. In addition, improving personal capabilities, mobilizing the capabilities of the entire organization, summarizing and extracting the company's knowledge assets, and properly managing them are all important reasons for promoting the company's sustainable profitability.

In the final summit forum session, guests discussed and shared their views on the core advantages of sellers in the cross-border e-commerce platforms and the interpretation of trends: from the just concluded Black Friday, which categories of cross-border e-commerce have exploded this year and what are their characteristics; which emerging markets still have opportunities; how long will the dividends of platform e-commerce last and how to seize them; as the chairman, his suggestions for China's cross-border e-commerce talent management.

The independent station special event was launched with great success, and the best sellers shared their experiences

The independent station venue was also full of practical information. Facebook's Vice General Manager of New Business Development Chen Zhen, Jikeyin VP Guo Xinhua, Snapchat China Business Director Li Zheng and many other big names shared practical information about independent station marketing, and the sellers on site benefited a lot.

First, Chen Zhen, Vice General Manager of New Business Development of Facebook , gave us a wonderful speech on the theme of " Using overseas social media big data to accurately layout blue ocean categories ."

Regarding the question of " should I build a platform or an independent website " that many sellers are concerned about , Mr. Chen gave a detailed explanation to the sellers based on a comprehensive analysis of the industry development situation from 2016 to 2020 and the successful overseas cases of trendy brands.

Mr. Chen believes that whether to build an independent website depends first on the suitability of the product, and secondly on the focus on precise target users and establishing a marketing funnel.

In Mr. Chen's opinion, sellers who build 1-3 websites are selling products and paying more attention to user experience, while those who build 100 websites continue the platform's multi-account strategy and sell traffic, paying less attention to user experience. Therefore, Mr. Chen suggested that independent website sellers should consider building 1-3 websites and take the path of branding.

In addition, Mr. Chen also introduced Meta's new customer expansion team (acquisition & activation), which can help more potential new advertisers to make continuous progress, giving priority to four categories: clothing and video, home and gardening, health and beauty, and outdoor sports.

Mother's Day is coming, what should independent website sellers pay attention to when selecting products and placing advertisements? On this issue, Mr. Chen gave sellers advice based on the estimated sales expenditure data of consumers during Mother's Day. He said that the shopping power of male consumers should not be ignored, and sellers should pay more attention to both product selection and keywords.

Nowadays, the cross-border e-commerce industry is developing rapidly, and many sellers are turning their attention to the Southeast Asian market. So how should sellers plan to grow faster? Around this question, Jikeyin VP Guo Xinhua gave a speech on the theme of " Survival Secrets of Southeast Asian COD Independent Stations ". Based on years of experience, he shared with sellers the survival secrets of Southeast Asian independent stations.

Mr. Guo shared the current situation of e-commerce in Southeast Asia. Mr. Guo said that for sellers, the normalization of the epidemic, the price increase of bulk commodity raw materials, and the weakening of consumption power due to economic contraction have affected three aspects: warehousing, cost and average order value.

Whether online or offline, the essence is retail, and the core elements of retail are composed of " people ", " goods " and " place ". Among them, given that the current payment chain and basic network construction in Southeast Asia are not mature, independent station sellers need to focus on the issue of collection.

Afterwards, Mr. Guo explained the corporate organizational structure and business organization, listed the five major problems that many large companies currently have, namely , information blockage, independent operations, low efficiency, complex decision-making, and bloated organization , and introduced the Amoeba business management model , namely, unified thinking, high-level work, participation in operations, and talent training .

Next, Zhao Xi, VP of Marketing at Aopeng International, gave a speech on the theme of " Refined Operation Strategies and Key Factors for Independent Stations ", covering three parts: "People, Goods, and Places that the Site Focuses on", "Key Factors to Pay Attention to in the Operation Optimization Path under the Full Funnel", and "KPI Assessment", to help sellers solve problems and questions in operations.

Mr. Zhao then shared with everyone how to operate under the full funnel. Mr. Zhao believes that in the first link of the funnel, namely the brand building link, sellers should pay attention to the demographic characteristics, behavioral characteristics and preferences of users, and set up a strategy for users; in the initial diversion link, sellers should polish the product and focus on user experience, pay attention to user retention and loyalty; in the final payment link of the funnel, sellers can refer to local e-commerce websites, seek professional advice from partners, and the customer service team should communicate more with users and conduct user research in a timely manner.

For cross-border sellers, using online marketing methods such as social media to bring brands into the international market is both a wise move and a general trend.

Li Zheng, Business Director of Snapchat China, brought everyone the theme of " Snapchat   Speech on "E-commerce dividends from a new social perspective ".

Data shows that on Snapchat , the reach rate of young audiences over 18 years old is as high as 40%, and 200 million Snapchatters use AR technology every day. AR is a complete funnel solution that has an impact at every consumer touchpoint.

In terms of "how independent sites can create differentiated overseas marketing models", Mr. Li said that sellers must determine the marketing plan at the beginning, find the right audience, and plan the marketing chain in the early and growth stages of the brand.

Finally, Mr. Li analyzed and explained the successful cases of sellers. Merchants at home and abroad have used Snapchat AR-try-on filters to increase sales.

Social media and other online marketing methods have put cross-border e-commerce on the fast track. At the same time, branding and deepening the supply chain have become the core key. At the meeting, Sun Hui, vice president of the Xike Supply Chain Center , spoke on the theme of " Building a Data-based Flexible Supply Chain for Fast Fashion Cross-border E-commerce " and talked about the importance of branding and refinement for cross-border sellers.

First, the development history and market analysis of cross-border industry trends, Mr. Sun said that the next 30-50 years will be a great opportunity for cross-border e-commerce. In the red ocean period, it is necessary to live "small and beautiful" through refined product selection and refined operation, bid farewell to "big and complete", keep up with the pulse of platform and industry development trends, persist in learning and innovation, integrate resources, and deepen the supply chain.

He pointed out that the current pain points of the clothing industry are: the best-selling items are sold out quickly, and it is difficult to "re-order", while the inventory of the unsaleable items is large. The current difficulties faced by the fast fashion industry's product supply chain are that the process is uncontrollable, the price is unreliable, the quality is unreliable, and the information is not transparent.

So, how to build a clothing supply chain system? Mr. Sun said that first of all, the supply chain informationization should be integrated (building a system), secondly, good supplier cooperation relationships should be maintained (building relationships), and finally, support and cooperation from the front, middle and back ends should be obtained (setting rules).

In the final roundtable discussion, five guests including Facebook's Vice General Manager of New Business Development Chen Zhen, Jikeyin VP Guo Xinhua, Little Monster VP Wang Shuaipeng, Henan Langu Technology Independent Station Project Manager Zhao Wenzhong, and Xike Supply Chain Center Vice President Sun Hui discussed and shared their views on several topics: marketing channel selection and cost control; independent station brand building; the challenges of flexible supply chains in cross-border e-commerce; and suggestions for platform sellers to transition to independent stations.

The participants were very enthusiastic and the independent station venue was extended for nearly an hour. The event was full of useful information and everyone gained a lot.

So far, the morning session of the conference, which was sponsored by Facebook and co-sponsored by mainstream cross-border industry service providers such as Rakuten Express , Snapchat, Baidu International , 4PX Courier, and Xichuang Technology, has officially ended . Many experts have shared their years of experience and secrets with everyone, which is full of practical information. This afternoon, the guests will bring more practical information to share, and Ennet will continue to present wonderful things to everyone!

Marketing

Cross-border e-commerce

Seller Growth