20 big names gathered and shared valuable information for 7 hours! This cross-border event with thousands of people ended with great success

The China Cross-border E-commerce Internet Marketing Conference sponsored by Facebook and SHOPLINE came to a successful conclusion yesterday afternoon.

The morning session was full of valuable information, and the afternoon session was equally exciting and more focused on practical operations.

Based on actual experience, share your experience in conquering Amazon

Because of the pandemic, independent websites have become popular last year. Recently, due to the closure of big seller accounts, independent websites have become even more popular. Many Amazon sellers have turned their attention to independent websites.

Peng Congyan, CEO of Shenzhen Haitianli E-commerce Co., Ltd. , pointed out four points in his " Practical Thinking on Amazon Sellers' Layout of Independent Station Business " based on his own experience: First, you must have in-depth research on the product market, users, and even supply chain and industrial belt. Second, you must have long-term reserves so that you can build your own barriers. Third, you must have profits. This is the lifeline of sellers. Fourth, value.

In the face of an increasingly competitive market environment, in order to continue to make profits, in addition to finding new channels, it is also essential for sellers to find growth internally. Internally, sales and advertising are closely related.

At the meeting, Lu Xiaolingfei, CEO of Ningbo Kepan Network Technology, who was a pitcher, delivered a speech entitled " Finding Growth from Within, the Path to Continuous Optimization of Amazon Advertising ."

He first shared his successful experience in optimizing Amazon advertising based on multiple cases he had handled. He then analyzed Amazon’s general advertising architecture from four aspects: optimization logic, advertising purpose, new product architecture, and RES/PER transfer.

In addition to on-site traffic, off-site traffic is also very important for sellers. Facebook covers 59.0% of social media users and is one of the important traffic channels for sellers.

In her keynote speech titled " How Amazon Sellers Can Use Facebook to Promote and Drive Traffic ," Jessica , Marketing Director of Yinuo , pointed out that as of March 2021, an average of approximately 2.7 billion people used at least one Facebook family app service every day, a year-on-year increase of 15%.

Jessica said that unlike search marketing, which is characterized by "push", social media marketing is characterized by "pull". Using independent websites with Facebook ads for promotion and traffic generation is a hot strategy at the moment, which can increase customer brand recognition and achieve high conversions at low cost. If you want Facebook ads to achieve good promotion and traffic generation effects, it is essential to operate Facebook public pages and independent websites well.

A well-managed account with a well-designed homepage can play the following roles:

Deliver the latest information to customers in a timely manner; promote sellers' products and services to users; conduct business exchanges with sellers through Messenger; post jobs; create Facebook groups; promote events; share discounts.

In his keynote speech titled " Big Data Analysis of Amazon's National Markets and Category Opportunities ", Long Kan, Product Director of Oulu , pointed out that 10% of Amazon's global sales come from 8.5 million sellers, 50% come from 38,000 sellers, and 90% come from 360,000 sellers (total number of active sellers is 1.67 million).

The top ten categories from 2016 to 2019 include: apparel, home furnishings, kitchen, electronics, sports, beauty, furniture, computer peripherals, toys, and wireless. For example, home furnishings and kitchen supplies have maintained a compound growth rate of 20-80% for 10 consecutive years, with a listing volume of more than 8 million, a supply and demand index of 0.029 in the past 12 months, and a favorable review rate of 80.32%.

However , during the 2020 epidemic, medical protection, personal health, household and kitchen supplies, pet supplies, indoor sports, beauty care, remote work, industrial consumables, and gardening were extremely popular among consumers.

How to break through with independent websites? Practical and marketing cases are presented

After the morning session, the independent site content in the afternoon session was also wonderful. Sun Hui, vice president of Xike Supply Chain Center, gave a speech on the theme of "Building a Digital Flexible Supply Chain for Fast Fashion Cross-border E-commerce".

Sun Hui, who has rich experience in supply chain, joined Xike in 2019. He knows that the "pain points" of the clothing industry are that the products that sell well are sold out quickly, and it is difficult to "re-order", and the products that are not selling well have a lot of inventory. In addition, the pain points of the current fast fashion industry product supply chain are that the process is uncontrollable, the price is unreliable, the quality is unreliable, and the information is not transparent. In the face of such pain points, the importance of a flexible supply chain is very important.

When it comes to building a supply chain, where should we start with the clothing supply chain system? First, we need to build a system to ensure the full informationization of the supply chain; second, we need to build good relationships and maintain good supplier partnerships. Third, we need to formulate rules and have support and cooperation from the front, middle and back ends.

Every seller wants to establish a benchmark supply chain. What are the advantages of a benchmark supply chain? For example, the system construction is gradually improved, data analysis is real-time monitoring, product positioning is clear, timeliness and labor efficiency are high, resource integration is strong, and the short, flat, fast and flexible supply system is gradually improved ...

For sellers, social media marketing is also worth studying. Recently, TikTok, as a short video platform that inspires unlimited creativity, has seen explosive growth in user demand for e-commerce content.

The topic #TikTokMadeMeBuyIt has recently become a hot topic on TikTok, with more than 2.6 billion views worldwide. Zhou Huichong, senior manager of e-commerce industry of TikTok For Business, shared with everyone from all angles, from short video trends to popular materials and categories: how advertisers can better interact with users in the era of mobile short videos.

In addition to TikTok, Snapchat has also attracted a lot of attention. Shi Xue, head of Baidu's international channel sales, gave a speech titled "The Road to Breakthrough in Social Media Marketing in Blue Ocean Countries," in which she mentioned Snapchat's powerful sales function.

As an excellent e-commerce example, ZAFUL achieved 50% lower cost per install than other channels by using Snapchat’s goal-based bidding. Snapchat was Zaful’s second largest sales channel in the fourth quarter of 2017.

In addition to Snapchat's breakthrough, Pinterest, the overseas version of Xiaohongshu, known as the grass-planting tool, is also exerting its unique charm. It has now been opened in 15 countries, with a 40% increase in user scale compared to last year. 50% of users are from outside the United States, and 65% of users are female. More and more people will use Pinterest to make plans.

Next was the keynote speech by Abby , Business Director of Feishu Shenno Group, entitled "How Emerging Brands Can Quickly Launch Brand-Effect Integration Solutions" , which talked about the paths and misunderstandings of marketing branding, the underlying logic and processes of marketing branding, and solutions.

When doing marketing, many sellers , firstly, do not serve the ultimate purpose, but only focus on the next stage goal they assume, which may not be necessary at all. Secondly, they forget their original intention and where they started from. In this way, they don’t know where they came from or where they are going, and they keep wandering in the middle and doing a lot of useless work .

Therefore, the most important principle in independent station brand marketing is to always conduct all marketing activities around the same purpose . All human capital, data technology, process reengineering, etc. serve the ultimate goal, that is, to always go back to the origin to think about the problem. This is a very important way of thinking in marketing branding.

When it comes to independent sites, traffic generation and product selection are absolutely indispensable. Next, Aaron, the product manager of Jiahong College, will give a speech entitled "Experiences and Techniques of Off-site Traffic Generation for Independent Sites and Product Selection Ideas". It is mentioned in the speech that the perfection of an independent site requires the combination of goods, venues, sales and collection. It requires purchasing lower-priced products from various channels, putting products on shelves and packaging them at a premium, promoting them through traffic generation channels, and ensuring the normal operation of payment channels.

When choosing products, you also need to consider the market, and there are also considerations for search ad titles. The following ones are more likely to attract audiences: Find Your Perfect Fit Today.

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A good product and brand can play a big role. Next, Sean, the head of e-commerce for a certain brand in Nanjing, will give us a keynote speech entitled "How the Independent Station with Product as King Was Born".

It explains in detail how to define a "good product". A good product is actually one that users like and that they can associate with the brand next time it is mentioned. Products and brands can promote each other. For example, clear brand positioning can find accurate users, loyal users can promote product sales and brand reputation, and high-quality products can enhance the brand value and user repurchase.

Finally, Wu Jiayang, CEO of Chuanliu, who arrived at the scene after many twists and turns, also gave us a wonderful speech entitled "The Natural Traffic and In-site Marketing Layout that Cannot Be Ignored on Independent Stations" , in which he explained in detail the two schools and methods of SEO free traffic. The SEO of small websites is centered on content and external links, while large websites pursue more productized and large-scale SEO.

For example, small websites need to focus on content construction and external link construction, the theme keywords should not exceed 30, the daily SEO UV expectation should not exceed 300, and in-depth content creation should be done around 30 keywords, etc. There are many cases and details to pay attention to.

The 5th China Cross-border E-commerce Internet Marketing Conference has come to an end here. Although this year's conference was affected by the epidemic, the scene was very popular with a very high attendance rate. The audience also actively responded to the guests' questions, took notes, and took photos.

This year, the enthusiasm for cross-border e-commerce has been rekindled. In addition to senior sellers who love to learn, there are also a group of sellers who have just entered the market and have a continuous enthusiasm for cross-border e-commerce. Many sellers have reported that this conference is full of practical information, and the speeches of powerful guests are inspiring and visionary. They look forward to the next one. Sellers who love to learn should not be anxious, the feast of ideas will continue to come, and the next conference will be held in other cities soon, so stay tuned.