Sales increased 10 times, and many products ranked among the top 10 in the category! The road to success for a veteran seller...

Boosted by the epidemic, cross-border e-commerce has indeed become a hot industry in the eyes of everyone in the past two years. The number of new sellers entering various platforms has skyrocketed. Last year alone, the number of new sellers on the Amazon platform reached 1.3 million.

The best time to plant a tree is ten years ago or now, and the same is true for the cross-border e-commerce industry. A large number of new sellers have poured in, and countless people want to get a piece of the pie from this industry, but they are often tripped up when they enter the market.

Operation is just a means, and products are also one of the keys to success. In this era where products are king, " how to select products " and " how to quickly create hot products " are the most concerned issues for sellers. Shenzhen veteran seller Super Kevin has been involved in cross-border e-commerce for many years. He has rich experience in creating hot products and also has a unique way of playing...

From 0 to 50 million, the "road to success" of a veteran hit

In 2015 , Super Kevin, who was studying for an MBA in the United States, began to get involved in cross-border e-commerce . After returning to China in 2016, he chose to work in a company as an operator, mainly engaged in 3C products, and worked there for two years. Super Kevin recalled that at that time, the 3C category was considered a red ocean in the cross-border e-commerce industry, and it could even be said to be a "bloody ocean" of high competition. It was precisely thanks to the "battle" experience in this category that he was able to lay a sufficient foundation and experience for himself.

After accumulating two years of experience, Super Kevin embarked on the road of entrepreneurship in March 2018 and established a branch in Hangzhou in the same year. With practical experience and accumulation in the front-line field, Super Kevin led the company to help many leading listed factory companies incubate cross-border e-commerce operation teams , during which time he accumulated a lot of experience and rich supply chain resources in East China.

Super Kevin admitted that at the end of 2019 , after rejecting several companies' invitations to continue cooperation , he began to focus on the company's product development and sales . From 2020 to 2021 , Super Kevin achieved an excellent sales volume of nearly 50 million in less than a year .

During this year's Black Friday, the company's sales increased 5-10 times compared to usual days, and many products ranked among the top 10 in their categories.

Super Kevin revealed that the company's main sales channels are Amazon, Walmart, Wayfair and other platforms, and its products cover 3C, home furnishing, sports and outdoor categories, mainly in North America . After years of unremitting efforts, it has gradually established a foothold on major platforms. Among them , it is the top seller in the hunting & shooting sub-category of the sports and outdoor category , and its products are very popular among male outdoor sports enthusiasts over 25 years old in North America.

Under the general environment of the industry this year, Super Kevin has led the company upstream with his years of experience and judgment.

With competition intensifying and profits falling, how should big sellers respond?

This year, rising raw material prices , rising shipping and logistics costs , and intensified platform competition have come one after another. Cross-border sellers are facing the same problem - falling profits . In addition, the platform's policies have been tightened, and a large number of Amazon sellers' accounts have been blocked, resulting in a large amount of inventory. Many sellers have to drastically reduce prices to clear their inventory and sell at a loss, which has led to more intense market competition and further compressed profit margins.

In fact, under the sweeping wave of the industry this year, Super Kevin, like many other sellers, has suffered many tests. During this period, Super Kevin changed its operation strategy in a timely manner and made adjustments in the following four aspects:

1. Reduce product lines and focus on big things. Invest limited resources in product lines with better cash flow and profits.

2. Establish overseas warehouses in the United States to improve product inventory turnover and reduce the risk of large inventory after the platform account is blocked.

3. Develop more platforms and sales channels to reduce the operating risks of a single platform.

4. Improve inventory turnover and increase product profit margin.

Thanks to the long-term adherence to compliant operations and timely adjustments to various strategies, Super Kevin said that even under this year's Amazon account blocking and crackdown, the company's performance has not been greatly affected. In his opinion, product strength is important, and reviews are equally important . While the company's product reviews maintain rapid growth, they must also maintain a high level of review ratings above 4.8 stars.

Industry insiders often say, "70% product selection, 30% operation", this sentence is enough to show the importance of product selection. Overall, the direction of product selection is crucial to whether a hit product can be created.

How to quickly create a hit product: 5 key points revealed by veteran sellers

When it comes to creating hit products, Super Kevin has a clear understanding. He believes that if a new product wants to grow into a hit, the five essential elements of product selection, supply chain, sales channels, funds and resources are essential.

First of all, product selection is the first step to creating a hit product. The right direction can achieve twice the result with half the effort. To achieve this, you need strong market insight and comprehensive market analysis.

Secondly, a stable supply chain is like a solid backing, allowing sellers who are "expanding their territory" at the front end to have no worries. After receiving market feedback, a flexible supply chain can quickly improve and upgrade, thereby improving the competitiveness of products.

Thirdly, the market capacity of sales channels is also the key to product sales growth. Many Chinese brands have grown rapidly by relying on multiple platforms such as Amazon and Walmart and have successfully established themselves in overseas markets.

In addition, sufficient funds are the core pillar. Whether it is product development in the supply chain or marketing promotion in the sales channel, a large amount of funds and sufficient cash flow are needed to support it.

Finally, the formation of a hit product requires the accumulation and accumulation of a large number of resources . For example, platform resources and promotion resources are directly related to the creation and formation of a hit product.

Faced with the ever-changing cross-border circle this year, Super Kevin believes that the industry’s best bonus period has passed and it has now entered a relatively stable stage. The market is also tending to be saturated. For sellers who want to enter the market, at least one of the supply chain, capital, and operational experience must be available, otherwise it will be difficult to succeed.

In terms of product selection, Super Kevin has made some suggestions to sellers and peers based on the current market situation and his own experience. He believes that categories such as 3C, consumer electronics and clothing are currently highly competitive and sellers are not recommended to enter the market blindly. At the same time, traditional categories including kitchen and bathroom products should also be avoided as much as possible.

In his opinion, more attention should be paid to the sports and outdoor categories , which are still maintaining a relatively high growth rate in the global market , and the health and wellness products categories that many Chinese sellers have not previously involved .

Creating a hit product has been the long-term pursuit and goal of many sellers. In this increasingly competitive cross-border circle, what skills do sellers need to quickly create a hit product? On December 13, at the 2021 First China (Zhengzhou) Central Cross-border E-commerce Seller Brand Overseas Summit , Zhengzhou-born Shenzhen senior seller Super Kevin will share the secret of quickly creating a hit product based on years of experience. Please click "Read the original text" below or scan the QR code below to sign up for this conference and discuss and exchange ideas with many big sellers on site.

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