11.2 trillion! Domestic sales are so hot that Amazon sellers are calling for transformation

In recent years, the cross-border e-commerce market has been developing rapidly, and its popularity is also visible to the naked eye. New and cutting-edge brands such as Anker, the leading cross-border consumer electronics player, SHEIN, the pioneer of independent websites, Outer, the DTC brand, and Perfect Diary, the pride of domestic products, have quickly become popular overseas, triggering a wave of brands going overseas.

The export of Chinese products to overseas markets has boosted China's cross-border exports, and it is estimated that the scale of China's B2B business will reach 11.2 trillion yuan in 2025. Faced with an increasingly saturated market, many sellers want to enter, but are worried that there will be no more broth left. Coupled with the recent problems on Amazon, many sellers have embarked on the road of transformation.

The overall sales of independent stations have exceeded that of platforms

Judging from the industry data in recent years, the overall sales of independent sites have exceeded that of the platform and will continue to grow in the future , but many sellers are still on the sidelines.

Many sellers are afraid that they don’t have the capital to set up an independent website, but the fact is that there is no hard threshold for independent websites. Many users of independent websites include both individual sellers who are just starting out and listed companies that are leaders in the industry . Judging from the industry trends and media policies in recent years, independent websites are more suitable for sellers who are eager to build their own brands, establish and operate private traffic pools, and want to do long-term business.

Compared with platforms, independent sites have the following advantages: First, consumers' brand awareness and trust in independent sites are often higher than those in platform sites , and they are more willing to pay for brands. Sellers can also use independent sites to operate private domain traffic and accumulate fan users.

Secondly, independent sites have more marketing methods and channels , which makes it easier for independent site sellers to reach a larger potential target audience. Finally, independent site stores have greater autonomy and flexibility in operation . Sellers can choose website function plug-ins, product management systems, logistics methods, etc. that suit their business models, and do not have to be led by the platform like many sellers recently.

In a recent interview with Sophia, head of product operations at Feishu Shenno e-commerce , Sophia also suggested that cross-border e-commerce sellers move into independent sites as soon as possible, build boutique sites, establish a brand image, and accumulate private domain traffic.

For sellers, no matter what your sales volume is or how big your company is, now is a good time to enter the independent website. Because the era of making quick money through website groups is over, if you want to make money through independent websites, you need to adopt the model of boutique websites.

How should transformed sellers quickly start their journey to independent websites?

For sellers who are transitioning from platforms to independent websites, they can invest a small amount of resources in independent websites in the early stage , starting with websites in 1-2 major sales countries , and slowly accumulate website operation experience. Website construction can be carried out in stages . For example, in the early stage, you can use basic functions plus third-party plug-ins to realize the functional operation of the website.

After you have found a website style and features that suit you, you can then personalize the website . After these 1-2 sites are relatively mature, you can gradually increase the scale of investment and build independent sites in more countries.

In this regard, Feishu Shennuo expressed empathy, because its team has served many cross-border sellers who have transformed from platform sites to independent sites. Among them, there is a seller who sells baby strollers on Amazon and wants to open an independent site. This seller has many years of operating experience on Amazon, and his sales have always been in the leading position among similar products. He has a rich product line and his own supply chain, but he has no experience in operating independent sites.

Sellers like this need to pay attention to the following points:

The first is brand site creation. Centered on product display, we established a distinct brand image and customized the homepage to present a cool interactive display effect.

The second is the development of special functions. In view of the seller's rich product series, a very conspicuous product screening function should be designed on many pages to facilitate C-end consumers to quickly locate the desired products according to their specific needs.

The third is the connection of social media channels. Considering that sellers already have multiple channels of social media, opening up these channels on the independent website will bring traffic to the independent website and bring more user praise to the independent website, deepening the brand image and user loyalty.

When Chinese brands go global, you need to get these knowledge points

Chinese brands are increasingly popular going overseas . Now many domestic brands want to go overseas and go global, and at the same time open independent websites in multiple countries and regions , but there are some key points to pay attention to.

The brand tone of the independent website . The product positioning and website style must be clearly defined. It is best to have a dedicated designer to design the visual style and brand tone of the website. At the same time, the designer must communicate with the technical implementation team to ensure that the website design draft can be 100% restored technically . Sufficient time must be reserved for this part of the work. As the saying goes, sharpening the knife does not delay the chopping of wood.

Opening multiple sites in multiple languages . When opening independent sites in multiple countries and regions at the same time, you need to consider many issues such as multiple languages, multiple currencies, logistics, taxes, payment methods, etc. It is recommended that sellers open different sites according to countries and languages, rather than converting the same site into multiple languages.

For example, if a seller needs to sell to the United States, France, Germany, and Italy, the best approach is to open four sites in the United States, France, Germany, and Italy, and set up localized language, currency, logistics, and payment methods for each site. Sellers can also redirect traffic between these four sites, for example, automatically jump to the site of the corresponding country based on the consumer's IP address, and set the jump between sites in the navigation bar for consumers to choose flexibly.

Customized development of special functions . In order to better reflect the brand characteristics and increase the conversion rate of website traffic, it is recommended that sellers customize the built-in functions of the website template to a certain extent. When choosing customized functions, sellers need to choose according to their own situation to maximize the effect.

According to Feishu Shennuo's service experience, the more popular customized functions include : shortening the payment page process, selecting different products for comparison (similar to the product comparison function on Apple's official website), filtering different products according to conditions, home page product list sliding module or product collection sliding module, and the product description column on the details page to differentiate the display between the mobile phone and PC, etc.

In addition, Sophia also emphasized that there is still a huge blue ocean market in the cross-border e-commerce market , and the key is to look at the market and target audience positioning of the product.

Big data shows that every year, new sellers enter the market, win the favor of consumers with their unique brand tone and product features, and carve out a niche market in the originally fiercely competitive environment. This is why everyone has been talking about doing DTC and building brands in the past two years . Because only when the product has unique advantages can it form market competitiveness and create a blue ocean market for itself.

On May 25, 2021, at the 2021 Fifth China (Guangzhou) Cross-border E-commerce Online Marketing Conference hosted by Yien, Sophia, Head of Product Operations at Feishu Shenno E-commerce, will discuss with several big sellers the common points of existing advantageous independent station sellers .

Interested sellers can click "Read original text" in the lower left corner of the article or scan the QR code below to register for this conference, listen to the practical experience of Sophia, the head of e-commerce product operations at Feishu Shenno , and get the common points of existing independent website sellers .

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