More than 2,000 people attended and the sales were huge! This cross-border e-commerce event was a blast

It finally comes out after much anticipation!

The biennial China Cross-border E-commerce Internet Marketing Conference, hosted by Ennet, was held in Guangzhou today.

The conference was divided into two special sessions: Amazon and independent sites. At the event, industry leaders shared their own experiences in product selection, traffic generation, capitalization, etc., bringing a feast of ideas to the sellers on site.

Big sellers gathered at Amazon's special event, with a lot of practical information on site

The biggest feeling for sellers this year is that a large amount of capital has poured into the cross-border e-commerce industry, and news of various acquisitions, financing, and listings has been frequently reported.

Therefore, He Ding, CEO of Shenzhen Qian'an Technology Co., Ltd., delivered a speech on the theme of " Attack and Defense of Amazon Seller Capitalization in 2021 ".

Based on two listed major sellers, Anker Innovations and Vesync, the paper points out that there are four possibilities for the combination of Amazon sellers and capital: independent listing (A-shares, Hong Kong stocks, and US stocks); M&A listing; cash M&A (Thrasio, SellerX, Heyday, Perch, etc.); and primary market financing.

He said that at present, the requirements and advantages and disadvantages of each method are different. Independent listing has very high requirements, such as focused product categories and strong R&D capabilities. However, merger and acquisition listing is prone to losing control of the company, and there is also uncertainty in the running-in of the two teams.

He stressed that capital is only a boost, and the core is still business. Capitalization cannot be forced for the sake of capital, and capital should not lead you astray.

For sellers, doing business on Amazon means selling goods, so product selection is of utmost importance. In his keynote speech "Amazon's weapon for continued growth - products", Xiao Li, CEO of Aohe (Shenzhen) Development Co., Ltd. , analyzed the importance of choosing the right product for sellers from five dimensions: product differentiation and innovation, consumer insight, product intellectual property rights, product quality, and product cost-effectiveness.

He said that in the increasingly fierce market competition, high cost performance is different from the competitive concept of low price. Affected by the global epidemic, the market has further sunk, and the cost performance of all products is a weapon to occupy the market. At the same time, product quality is fundamental, which is closely related to user experience, repurchase rate, and even brand. The trademark and patent of the product are important defensive weapons for sellers. If there is no trademark and patent, they can only be removed from the shelves after being complained, and vice versa.

He said that each of the five dimensions has its own meaning. Consumer insight represents the market, product cost-effectiveness represents competitiveness, product differentiation and innovation represent empowerment and value-added, product quality represents repurchase rate and brand, and product intellectual property rights represent business sustainability.

The contradiction between the rapid development of the cross-border e-commerce industry and the younger age and uneven cultural level of practitioners has brought more challenges of team management to more companies.

At the meeting, Joseph, vice president of a comprehensive super seller in Shenzhen , took the topic of "Team Management and Performance Optimization on Amazon" and shared his views on the role of team management and performance optimization in promoting corporate performance.

He said that different sized enterprises need to have different core capabilities. For enterprises below 50 million, the focus will be on operational capabilities, while for enterprises of 100 million, in addition to operational capabilities and supply chain, it will also depend on team management.

"The most difficult part of team management is managing people, and the most difficult part of managing people is controlling their desires." Joseph said that it ultimately comes down to promotion, ability improvement and salary. "There is a saying in the industry that if money is distributed correctly, general management problems can be solved. Therefore, for those who are capable and can create benefits for the company, you should be willing to pay them."

In terms of performance optimization, Joseph emphasized that the community of interests should be placed in an assessment system, such as product operation and development. At the same time, performance optimization should not simply focus on performance assessment, performance management is also very important, and more emotional factors will be injected into the performance management process. If an employee has a problem, he will be assisted in solving it. If his target value cannot be achieved, we will work together to reach a common target value to achieve it.

As we all know, Amazon is no longer a place where you can make money everywhere. The competition is very high. Under such circumstances, what kind of products can stand out and win the favor of consumers has become a headache for sellers.

Therefore, Zoey , another Shenzhen super-selling product director, said in her keynote speech "Amazon Product Development Ideas under High Competition" that if the product is well made, the operation can be worry-free. Therefore, it is necessary to clarify the overall product line layout for all products in this category, and at the same time, clarify the competitive advantages over benchmark competing products, such as function, price, appearance, experience, etc., and summarize the core selling points of new products and promote their highlights.

In addition, Zoey pointed out that Amazon's product development ideas must be "clear" in three aspects: clarify the main person in charge of the project's operations and the actual project operators; clarify the assessment factors: absolute value, reference value, auxiliary value, etc. (BSR ranking, market share, sales); and clarify the sales phase goals.

In the final roundtable discussion, guests discussed and shared their views around four topics: Will the large-scale entry of new sellers cannibalize the market share of old Amazon sellers, thereby causing old sellers to squeeze out new sellers; Should novice sellers choose high-quality products or distribute goods in bulk, and which model is more profitable; Is it more important for Amazon sellers to focus on the Amazon platform or develop on multiple platforms?; With a large amount of capital currently entering the market, how can some relatively capable sellers further improve after reaching a certain scale?

New insights into independent websites and overseas marketing

The independent website is also full of useful information, from marketing suggestions on Facebook and TikTok For Business to the sharing of building a DTC brand by a founder with 17 years of independent website experience. It has resolved many sellers' doubts and also discovered many "new knowledge points".

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 ."

Chen Zhen said that DTC is now popular, but many sellers are still hesitant about whether to build a platform or an independent website? How many websites should be built?

He admitted: "1-3 sites are the way of branding management, which focuses on products and user experience. 100 sites are the continuation of the platform's multi-account strategy, which focuses on traffic, user experience, rapid growth, considerable income, and flexible strategy. Whether to have an independent site depends first on the suitability of the product, such as whether it is inspiring, fashionable, demonstrative, creative, and functional."

In addition, Facebook has "superpowers" to help sellers. Before, people looked for products and sellers were very passive, but now Facebook's discovery marketing is about products looking for people, and it actively explores new needs.

After the wonderful sharing on Facebook, many sellers still want to know about how to manage the independent station team and the practical operations of overseas marketing. Bangu also gave its own answers.

Cui Jiwen, a senior trainer of Banggood , introduced the situation of Banggood's independent station, which is exported to 168 countries and has 66 million users. The structure of operating an independent station is category operation (such as Xiaomi's sales in the mall), category development, brand management, product promotion, regional operation, and advertising design. A very detailed example is that on Black Friday last year, 2,000 suppliers participated in the Black Friday promotion, and the GMV on Black Friday increased by 205.26% year-on-year.

During last year's Black Friday promotion, Banggood also achieved its own results in live streaming, inviting 80 expert anchors to participate in the Banggood Live November promotion live broadcast, with a total live broadcast time of 140 hours and a 42-fold year-on-year increase in views.

As mentioned above, the impact of overseas marketing on independent sites, TikTok For Business There are also new observations in marketing that can directly help sellers to make new category layouts.

Ada, senior manager of the e-commerce industry for TikTok For Business' overseas business, gave a speech entitled "TikTok For Business Marketing Insights, Helping New Layout of Cross-border Categories".

The following is to mention that, regarding the creation of DTC brands, Chen Quncheng, the founder with 17 years of experience in independent websites and CEO of Alita Technology, gave everyone a speech entitled "The underlying logic of DTC brands 0-1".

Chen Quncheng, CEO of Alita Technology , has an idea about choosing explosive products. Most people have fallen into this trap - in terms of development thinking, high profits, low costs, and large search volumes; in terms of operation thinking, spending money, building websites in batches, mass production, and taking orders and shipping.

A common pistol that costs $3.5 and sells for $35 can allow a rapper star with 10.3 million fans to post videos for free, and can also achieve daily sales of up to 1,000 units. For Chen Quncheng, he has been able to achieve this level because he has studied the real needs of users, understood what is popular in the target market, researched who is creating the trend, and understood what problems the trend can solve.

Next, Qiao Guanyuan, general manager of SHOPLINE, gave a speech entitled "New Model to Increase Volume - Using Independent Stations to Reach New Growth Points in Performance", analyzing for sellers the new growth points brought by independent stations, and how to resist risks in the independent station field and seize the opportunities before them.

In the final roundtable discussion, guests discussed and shared their views on several topics: suggestions for Chinese DTC brand sellers; the timing of preparing for the transformation to an independent website; the experience of platform sellers in transforming to an independent website; and the experience of sellers in building an independent website.

This afternoon, the guests will bring more interesting sharing, and the wonderful contents of the conference will be presented on Yien.com one after another.