As a result of the epidemic, cross-border e-commerce has indeed become a hot industry in the past two years. The number of new sellers entering each platform has soared. Last year alone, the number of new sellers on Amazon's platform has reached1.3 million.
The best time to plant a tree is ten years ago, or now, so is the cross-border e-commerce industry. A large number of new sellers poured in, and countless people wanted to get a piece of the industry, but they were often blocked when entering the market.
Operation is only a means, and product is also one of the key points of success. In this era when products are king,“How to select products”、“How to quickly create a blockbuster”It is the most concerned problem of many sellers. Super Kevin, a veteran big seller in Shenzhen, has been in contact with cross-border e-commerce since many years ago. He has rich experience in creating blockbusters, and also has a unique way of playing
from0 to 50 million yuan, the "way to attack" of senior big sellers
two2015，Reading in the United StatesMBASuper KevinStart to contact cross-border e-commerce。After returning to China in 2016, he chose to operate in a company mainly engaged in3CCategory products, this is done for two years.Super Kevin recalled that at that time, the 3C category was regarded as the red sea of cross-border e-commerce industry, or even a "blood sea" of highly competitive categories. It was precisely because of the experience of "fighting" in this category that it laid a sufficient operational foundation and experience for itself.
After two years of experience,In March 2018, Super Kevin embarked on the road of entrepreneurship and established a branch in Hangzhou in the same year. With the experience and precipitation in the front-line field,Super Kevin led the company to help a number of leading listed factories incubate cross-border e-commerce operation teamsDuring this period, he accumulated a lot of experience and rich supply chain resources in East China.
Super Kevin said frankly,End of 2019, onRejected the invitation of several enterprises to continue cooperationLater, heStart to focus on the company's product development and sales。 stayBetween 2020 and 2021，In less than a year, Super Kevin createdCorporate SalesFrontal approach50 million's excellent results。
During the "Black Five" period of this year, the company's sales volume has increased compared with the average5-10 times, and many products are among the top 10 in the category.
Super Kevin revealed that at present, the company's main sales channels areAmazon、Walmart、WayfairAnd other platforms, covering the following areas3C, home, outdoor sportsEtcNorth AmericaAfter years of unremitting efforts, it has gradually gained a foothold on various platforms. among, for outdoor sportsHunting&shooting is subdivided into top sellers, and its products are highly favored by male outdoor sports enthusiasts over 25 years old in North America.
In this year's industry environment,With years of experience and judgment, Super Kevin led the company upstream.
How to deal with the fierce competition and falling profits?
this year,Price rise of raw materials、Rising shipping and logistics costs、Intensified platform competitionThe cross-border sellers are facing the same problem——Profit decline。 In addition, with the continuous tightening of the platform policy, a large number of Amazon seller accounts have been closed, resulting in a large amount of inventory. Many sellers have had to significantly reduce prices to clear their positions and sell their money at a loss sale, which has triggered more fierce market competition and further compressed the profit space.
In fact, under the sweeping wave of the industry this year,Like many sellers, Super Kevin has also suffered many tests. During this period, Super Kevin changed his operation strategy in time and made adjustments in the following four aspects:
1、Shrink the product line and concentrate on doing important things.Invest limited resources into product lines with better cash flow and profits.
2、Establish overseas warehouse in the United States to improve product inventory turnover, lower the platformA large number of accounts are generated after being sealedRisk of inventory.
3、Open up more platforms and sales channelsAnd reduce the operational risk of a single platform.
4、Improve inventory turnover and product profit margin.
Thanks to the long-term adherence to standardized operation and the timely adjustment of various strategies,Super Kevin said that the company's performance has not been greatly affected even under the tide of Amazon's number blocking and severe crackdown this year. In his opinion,Product power is very important,Review is equally important, company productWhile maintaining the rapid growth of the review, it is also necessary to maintain the review score at a high level of 4.8 stars or above.
Industry insiders often say,"Seven points for selection, three points for operation" is enough to show the importance of selection. To sum up, the direction of selection is crucial to whether or not it can create a blockbuster.
Quickly create popular products, revealed by senior sales5 key points
When it comes to creating a blockbuster,Super Kevin has a clear understanding that new products want to grow into popular ones,Selection, supply chain, sales channels, fundsandresourcesFive elements are essential.
First of all, the selection is the first step to create a blockbuster.The correct direction can achieve twice the result with half the effort. To achieve this, we need to have strong market insight and comprehensive market analysis.
Secondly, a stable supply chain is like a solid backing, lettingSellers who "expand their territory" have no worries.After receiving the market feedback, the flexible supply chain can quickly improve and upgrade, so as to improve the competitiveness of products.
Thirdly, the market capacity of sales channels is also the key to the growth of product sales.Many Chinese brands rely onAmazon, Walmart and other platforms have grown rapidly and have successfully emerged in overseas markets.
In addition, adequate funding is the core pillar.Whether it is the product development of the supply chain or the marketing promotion of the sales channel, it needs a lot of capital and abundant cash flow to support.
last,The formation of a blockbuster requires a lot of resources。 For example, platform resources and promotion resources will be directly related to the creation and formation of explosive products.
Facing the changing cross-border circle this year,Super Kevin believes that the best dividend period in the industry has passed. Now it has entered a relatively stable stage, and the market is also becoming saturated. For sellers who want to enter the market, they must have at least one of the supply chain, capital, and operating experience, otherwise it will be difficult to succeed.
In terms of selection,According to the current market situation and his own experience, Super Kevin gave some suggestions to the seller and peers.He believes that at present3C, consumer electronics, clothing and other categories belong to the highly competitive "blood sea" category, and it is not recommended that sellers blindly enter the market. At the same time, traditional categories, including kitchen and bathroom, should also be avoided as far as possible.
In his view, at present, the global market still maintains a high growth rateSports Outdoor Category, and those not involved by many Chinese sellers beforeHEALTH AND HEALTH PRODUCTS CATEGORYPay more attention.
Creating explosive products has long been the pursuit and goal of many sellers. In this increasingly competitive cross-border circle, sellers need to quickly create explosive productsGet what tips?On December 13, 2021, the First China (Zhengzhou) Cross border E-commerce Seller Brand Sailing Summit，Shenzhen senior big seller of Zhengzhou nationalitySuper KevinBased on years of experience, we will share the secret of quickly creating explosive products, and keep dry. Please click below"Read the original text" or scan the QR code belowSign up for this conference and discuss with many big sellers on site.