yesterdaymorning“Amazon Venue for the 2021 First Central Cross border E-commerce Seller Brand Overseas SummitExciting and diverse,The sharing of several guests has greatly benefited the sellers on site, and it is not satisfying.AfternoonThe content is not inferior,Practical operation, dry goods, etc. are all on the battlefield.
The first to make it to the stage was an 8-year veteran of Shenzhen Amazon and a billion dollar brand sellerSoldierHe used“New product advertising promotion strategies under new policies”A speech was given on the theme.
Advertising is the amplifier of a product, with excellent products being more prominent, while inferior products will accelerate their demise, "said the soldier. For sellers, advertising can only be used as an auxiliary tool and cannot be completely relied on. After the seller completes the listings, the importance of advertising can be highlighted.
Regarding the issue of how to use advertising for promotion during the new product period, the soldier stated that it is necessary to first optimize the data and direction of advertising, clarify the purpose, budget, and planned time of advertising, in order to achieve the goal of improving advertising click through rate and conversion rate.
He also said that the early rating of the product is crucial for advertising effectiveness, and it is best to maintain it untilAbove 4.8. Based on the different review values, he gave suggestions: when the review is 0-10, SP will automatically advertise, all four types will be open, and later transition to SP's manual advertising keywords (brand words, category long tail words); When the Review is between 10 and 50, SP will automatically advertise, increase budget, increase bidding, increase keywords (category core keywords, long tail keywords) and competitor ASIN in the mid-term, and SB advertising (brand keywords, category long tail keywords) and competitor ASIN in the later stage; When the Review is 50+, it can directly impact popular models.
Subsequently,LotteEast China Business DirectorWu YuxinComing on stage, she“Focusing on cross-border logistics in the North American market”Delivered a speech on the theme.
Wu YuxinAs a company specializing in markets such as North America and Canada, Lotte has more advantages in terms of price and timeliness compared to other companies,Cheap and fast. At present, its company is also one of the two major agents of Canada Post in China.
In addition, Lotte also attaches great importance to the layout of domestic and international logistics, not only possessing the United StatesUSPS offers fast and economical routes, as well as overseas warehouse services and customized services for customers.
When it comes to the frequent incidents of freight forwarders running away recently, Mr. Wu also reminded sellers to be vigilant against bad freight forwarders, especially those who provide freight forwarding companies with long-term prices below normal.
Afterwards, General Manager of Henan Haiqi Information Technology Co., Ltd., Amazon Independent Station Comprehensive SalesWang Xingyuwith“Manage advertising plans through Amazon advertising data”Delivered a speech on the theme.
Wang XingyuIndicating that each word carries a certain attribute and has a certain degree of interest orientation, while the product reflectsjustIt's a customer requirement. Sellers need to identify the most critical needs of their customers,WhenAfter the keywords become concrete, advertisements will have faster effectiveness and achieve maximum value.
When making popular modelswantPay attention to the bidirectional positioning of words and prices”,Wang XingyuSay. If the product is in its mature stage, Amazon's automatic advertisingYesTo help you discover product keywords, everything else needs to be launched, and sellers should pay attention to precise matching.
Wang XingyuI rarely use precise advertising,Unless it is to control the flow direction.
For specific practices in advertising management,heIndicates that the product cycle needs to be determined first; Then export the search keyword report; Subsequently, it is recommended to bid (based on keywords and peers), and adjust the bidding based on grouping, as it reflects customer needs behind the scenes; Finally, it is recommended to make adjustments based on word roots, and pay attention to the mutual negation of advertising words when adding precise series.
stayWang XingyuAfter sharing the key points of advertising management, Henan Aiyi Electronic Technology Co., Ltd., co founderDong Jiaxingwith“How to create popular products through Amazon advertising”Delivered a speech on the theme.
Every cross-border person has a hot topic in their heart, but every hot topic isWhatWhat kind of? Daily sales of thousands of orders?BSR? Mr. Dong stated that products that can continuously generate sufficient benefits for sellers can become Amazon's best-selling products.
Under the fire of this year's squid game,Dong JiaxingMany people have been affected by infringement, but they have chosen to produce short-term explosive products without being affected. For sellers, it is not recommended to take risks unless they can quickly withdraw. Sellers can make plans based on their own products and choose between long-term stable growth or short-term explosive products.
When it comes to advertising,Dong JiaxingThe essence of advertising is to attract traffic, but the true conversion rate is not very high. For sellers,TrueproductThe ultimate goal is toDepart from advertising and develop towards stable order placement. Its products must have certain functional requirements,suchThe core competitiveness of products in advertisingabilityShow it.
For key points in the operational process,Dong JiaxingThe advertising indicators that need to be focused on in the early stage are orders, conversions, and exposure; Medium term advertising indicators to focus onACOS; The advertising indicator that needs to be paid attention to in the later stage is cost; Among them, order volume and conversion rate are indicators that must be paid attention to throughout the entire operation process.
For advertising structure templates,Dong JiaxingI also gave my own suggestion: manual precision (posting all the precise keywords that can be collected); Manually extensive (posting all accurate keywords that can be collected, while denying the posting itself and all non highly accurate words that can be collected); Automatic advertising word expansion activity (negating all advertising words, negating all non highly accurate words); Reasonably utilize, maintain conversion, and reduce advertising operating costs.
Subsequently, presented to the Vice President of SifangGeneral Manager of Class B Business UnitDai Binwith“New Opportunities for Cross border Logistics in the Post Epidemic Era”Delivered a speech on the theme.
This year, sea freight rates hit a record highIn the past 10 years, with a new high and 80% of global air freight rates soaring, facing the current situation of high logistics costs this year,Dai BinIt is expected that the freight rates will continue to rise next year.It is understood that,Next month, the shipping cost from Shanghai to Meixi will increase to14000, the distance from Shenzhen to Meixi will increase to 12000.
In addition, due to insufficient transportation capacity, there has been an increase in the phenomenon of charter flights and ships, resulting in renting for one dayThe phenomenon of 100000 US dollars is even more common. Regarding the previously rumored issue of Shenzhen freight forwarders earning one house per day,Dai BinWe also responded, stating that it does exist, but it is a minority.
Under the epidemic, consumer behavior has undergone a significant change, and some elderly people have also started online shopping, driving the growth of consumer demand and also driving the growth of demand in the logistics industry. Freight and container prices have also skyrocketed.
Dai BinHe also said that true logistics is technology, operation, and capital,Moving bricks is not logistics. It is understood that Difang is establishing a modern logistics system to accelerate the construction of its logistics foundation.
Afterwards, Vice President of Yichang Technology and Co Founder of Cross Border EyeChen Xiantingwith“How to Build Long Term Competitiveness through Accumulation and Development in Entering E-commerce”Delivered a speech on the theme.
With AmazonThe number of buyers on platforms such as eBay, AliExpress, and Wish is constantly increasing, and the number of active users is increasing. Different from this, orders in some countries are on a downward trend.
Chen Xianting said that currently, orders from the United States and Britain have increased from nearly80% has dropped to 50-60%, while the number of orders in Southeast Asia is growing rapidly. In addition, due to the advantages of cross-border e-commerce in personnel, capital, and other aspects, it is attracting mature talents from various industries, leading to intensified industry competition.
At the same time, the industry crisis has become apparent, and competitors have become more and stronger, which highlights the importance of refined operation and organizational management for enterprises.
Nowadays, the distribution of goods is no longer limited toBy leveraging new technologies such as efficient operation management, internal and external risk control, and intelligent data management, we have achieved agile and flexible supply chains for multiple categories and rapid order fulfillment, thereby combining the ability to lay out goods with the ability to produce high-quality products in a new retail capability.
Next, the Operations Director of Zhengzhou Yilianke E-commerce Co., LtdWang Quan,Just myself8 years of industry work experience, with“The Operation of Amazon Platform under the Opportunity of Big Data”Delivered a speech on the theme.
Wang QuanI shared my operational insights with the seller based on my personal experience, stating that the company is committed toStarting from 2018, the company began its transformation by placing its products in the supply chain, cutting off products from AliExpress and Wish, and fully investing in Amazon's vertical category. In the third year, it exceeded its target.
For a large number of stores closed by Amazon and advertisements closed by Google this year,Wang QuanSaying that going overseas does not equate to cross-border e-commerce, and expressing dissatisfaction with sellers who focus on traffic and distribution, believing that product sellers who prioritize research and development, supply chain, and brand are the future of cross-border e-commerce.
For cross-border e-commerce companies, there must be research and development behind product companies, but many companies do not have a high proportion of research and development.kingQuanHe also stated that his company's R&D and supply chain expenses accounted for a percentage of10%, while the R&D expenses of the blockbuster Anke are only 6%.
In addition to emphasizing brand building and supply chain,Wang QuanExpanding to multiple regions, channels, categories, and brands is also one of the secrets to the success of many sellers. It was precisely because of that sentence that the needle was thin enough to penetrate.
Finally, a senior salesperson from Zhengzhou and ShenzhenSuper KevinTo“New product-3 months - TOP30-4.9 stars 10000+Review, how did I do it”A speech was given on the theme.
Last year, all the houses in Shenzhen Bay were bought out by Amazon; this year, all the bottles in Shenzhen Bay were picked up by Amazon, "said Super Kevin. Faced with the magical cross-border e-commerce, cross-border people still have to make money.
For the necessary conditions for doing a good job in cross-border e-commerce,Super Kevin believes in having sufficient funds, a stable supply chain, good sales channels, and abundant supporting resources. He also expressed his commitment to implementing good products, investing money, and accumulating resourcesalsoIt is a few necessary conditions for Amazon to do well.
He stated that the previous wave sold China's manufacturing capabilities, while the next wave sold China's brand value. In the future, sellers must avoid red sea competition, seize niche markets, and vigorously develop their own brands.
So far, fromThe "2021 First Central Cross border E-commerce Seller Brand Overseas Summit" on Amazon, sponsored and supported by mainstream cross-border industry service providers such as Lotte Express, Snapchat, Baidu International, TikTok, and West Window Technology, has successfully concluded. Thank you to the Henan Provincial Department of Commerce for your guidance, as well as to the naming merchants and many experts who have invested their money in this event. We hope that this conference can provide some experience for sellers in their industry and help Chinese brands and Chinese made products better go global.