How can independent stations do better!
How can cross-border e-commerce exports become more popular?Building independent websites, building leading enterprises, and establishing industry discourse power have become a consensus.Especially this year, factors such as increasingly stringent platform policies have combined,accelerateCross borderSeller testingIndependent Station. However, while independent websites have strong ability to attract funds, there are also many difficulties and doubts:
Sellers are flocking to independent stations, increasing competition and increasing traffic. Is it worth doing independent stations?
Some people say that being a platform now is99 die for life, but being an independent station is 999 die for life. What is the difficulty of an independent station?
What harm does this unsustainable development model bring to the industry due to the rampant chaos on the independent track, with empty packages, non delivery, and incorrect delivery of goods?
How do sellers play with independent websites if they want to do wellRefined operational strategies and key elements?
For the above questions, the independent website's top seller, Xi'an Aopeng, is the answer!
Like! Aopeng's highest daily sales exceed200 thousand
It is reported that Xi'an Aopeng was established inIn May 2014, we initially focused on the women's clothing line, and later added fashion categories related to the women's clothing line, such as shoes, accessories, and other product lines.
After rapid development, Aopeng has successfully established a uniqueThe "Aopeng Model" has quickly established brand marketing and overseas investment capabilities with the help of China's rapid response and cost-effective supply chain production capacity. Nowadays, Aopeng's revenue scale has ranked among the top in domestic cross-border e-commerce. In 2018, its revenue exceeded the 1 billion yuan mark and achieved a profit level of 100 million yuan; In 2019, it continued to grow rapidly and maintained a leading profit level in the industry. Zhao Xi, VP of Marketing at Aopeng International, stated that,The highest daily average volume of company sites has reachedMore than 200000 yuan.
Like many cross-border sellers, Aopeng's cross-border journey has not always been smooth sailing, but these setbacks on the cross-border journey have also become major events promoting the company's upgrading and transformation.From 2016 to 2017, the company was hit by intellectual property and image property rights, causing it to compromise in important marketing channels,After appealing and improving our product content and images, we can continue to grow in the women's clothing line”,Zhao Xi told Yi'en.com that besides realizingThe importance of intellectual property and image property rights is also recognized by Aopeng. Relying solely on the rapid development of cross-border e-commerce traffic models cannot achieve long-term development. In the past few years, when many cross-border e-commerce enterprises focused more on fine-grained operationsWhen in DTC mode, they also boarded the train of this trend.
During the period of setbacks in the company, everyone remained steadfast and faced difficulties together. Although the team may not be large, everyone worked together to solve all problems with impressive efforts. This is also the foundation for the company to achieve double sales growth and obtain A-round financing. It is reported that in 2016, Aopeng completed the A-round financing of tens of millions of yuan, and in 2020, Aopeng obtained the B-round financing of Kaihui Fund of billions of yuan, Accelerate the process of capitalization.
Next, Aopeng willDeeply cultivate operations, take customer experience as the starting point, and lay out omnichannel layout, making the path of cross-border exports wider and farther.
Opportunities and challenges for independent stations!
Independent websites are currently a popular topic in the cross-border e-commerce industry, and more and more sellers are flocking to independent websitesZhao Xi believes that this is both an opportunity and a challenge.The opportunity lies in the current popularity and penetration rate of cross-border e-commerce online, which makes it relatively easy for sellers to enter and attract attention when there is traffic. The challenge lies in two aspects:
One is that for sellers who entered early on, as competitors gradually increased (platform sellers switched to independent sites, offline sellers switched to online sellers)How to maintain one's competitive advantageIt's a big challenge;
Secondly, for all sellers,Traffic is becoming increasingly expensiveAs consumers become increasingly educated and demand higher demands from sellers, sellers who offer a unique model or excellent service to consumers are more likely to be paid for by customers. How to do this well is another challenge.
Speaking of independent stations, the era of earning money on this track is gradually fading away. Although independent stations are a powerful tool for building brands and allowing sellers to have their own say, it cannot be ignored that the difficulties of independent stations are also difficult to overcome. Some sellers have expressed that entering the platform now isnine9 die for life, but 999 die for life when entering an independent station. For example, the issue of obtaining optical traffic has already caused people to complain incessantly:The promotion and drainage are too expensive "," The advertising fees for independent websites are too expensive, and those who place orders aggressively are frantically spending money on advertising "
Zhao Xi is also rightEmpathize with the issue of "making it difficult to do an independent station"From Zhao Xi's perspective, the current e-commerce environment has undergone the following changes compared to before:3 changes:
1Traffic becomes expensive:At the beginning of the industry, one trafficCPC can be as cheap as a few cents, and now it may be a common phenomenon for every dollar.
2Increased competition:The independent station track is gradually crowded, with not only independent station sellers who entered the field initially, but also domestic sellers who used to be brands, platform sellers, and previously only focused on offline sellers entering one after another.
3. Changes in consumer preferences and habits.
In fact, there is a lot of chaos on the independent track now, such asUnrestricted phenomena such as empty packages, non delivery, and incorrect boards are repeatedly prohibitedIt also hinders the development of independent website sellers.Zhao Xi said,This phenomenon not only affectsThe reputation and reputation of independent station tracks in consumers, third-party platforms, channel providers, payment channels, and other placesIf we exaggerate, it will also affect the reputation of Chinese overseas brands and have a negative impact on Made in China. Therefore, these chaos needs to be contained.
For Aopeng in Xi'an, making an independent station still faces the challenge of limited resources,“Lack of resources mainly refers to the fact that high-end talents, information resources, channel resources, etc. are not as good as those in Shenzhen”Fortunately, there are many new small and medium-sized enterprises emerging in Xi'an, and there are many innovative entrepreneurs trying out more and broader opportunities and models, which is conducive to the updating and replacement of this industry.
More and more people are entering independent stations to verify the huge development prospects of this track. How can we seize the opportunity under the wind,To embark on a path of stable growth as an independent station in 2022?“Want to be a good independent station,We need to understand the human and freight yardsWhat kind of products, methods, and media to sell to what kind of people,Studying each link well is the foundation for doing an independent station well, and each link is important and interacts with each other”. It is worth noting that,On December 13th, at the 2021 Central China Cross border E-commerce Seller Brand Sail Away Summit hosted by Yien Network,Aopeng International MarketingVP Zhao Xi will bring a wonderful sharing with the theme of "Refined Operation Strategy and Key Elements of Independent Stations".
“Among numerous marketing strategiesII would like to share with you some operational strategies summarized from my personal experience. From the perspective of human and freight yardsThe content can be roughly divided intotwo o'clockOne is what people, goods, and fields we focus on independently, and the other is the key elements that we focus on in optimizing the operation path under the full funnel.”
If you want to enter the event venue, personally report toAopeng International MarketingVP Zhao Xi "Taking Scriptures",YesScan the QR code below to register for this conference!
