Many years ago, the cross-border e-commerce industry attracted a large number of small white sellers to enter, creating a blue ocean; Years later, the cross-border e-commerce industry has undergone great changes. Many of the passionate sellers who entered the market have left, but at the same time, there are also a large number of those who have been honed and grown rapidly, and are still able to move upstream in this year's complex industry environment,Henan Haiqi Information Technology(hereinafter referred to as“Haiqi Technology”）It's one of them.
Under various pressures such as the wave of number closures, soaring sea freight rates, power restrictions in multiple regions, and falling exchange rates, it is not easy for sellers to operate and survive smoothly. However, Wang Xingyu, the general manager of Haiqi Technology, stated that the company's business is still doubling this year. What are its business secrets?
Deeply rooted in Amazon for seven years, entering multiple segmented marketsTOP 5!
Seven years ago, the seaQiTechnology has chosen to enter Amazon, focusing on vertical categories. Based on its product characteristics, it has chosen Europe and America as its target market, and its products can meetThe needs of female consumers aged 35 and above.After years of hard work, Haiqi Technology has now become one of the top sellers of similar products.
Haiqi Technology has always adhered to the principle ofThe 'stable and fast' route has continuously accumulated sufficient experience in vertical categories, and has also summarized a unique set of tactics. Therefore, even with the continuous tightening of platform policies and severe impact on many sellers this year, Haiqi Technology's business continues to steadily rise.
When it comes to the current situation of the industry and platforms, Wang Xingyu said that in fact,The company's business has doubled in previous years, and even under the influence of the industry environment this year, the company's business has not been significantly affected.
The more you areIn times of chaos, we need to be more stable. During the industry reshuffle and platform consolidation, Haiqi Technology continues to delve deeper into its products, focusing on creating products with relatively competitive advantages,In the pastDuring the "Black Five" period, the company achieved excellent results in the top 5 market segments in multiple countries.
Product developmentandoperation managementIt is a necessary condition for sellers to establish a firm foothold. The achievement of excellent results not only requires competitive products, but also requiresRelatively standardized processesandOperational ideasFor any company, it is crucial, and this is also one of the key points that Haiqi Technology will continue to make efforts next year.
How to stand out in the competition? Amazon veteran sellers share tips
This year, Wang Xingyu, who has many years of operational experience, also feels deeply about the advertising problem that troubles many sellers. When it comes to product advertising, he said that the company has also increased its advertising flow compared to previous years, although the overall level is still below the industry average.
Today's Amazon is no longer as easy to do as it used to be,How to accurately and efficiently capture the most accurate traffic is the most important consideration for new sellers, as both determine the final effect of advertising.”This is Wang Xingyu's most relevant suggestion to fellow sellers.
In Wang Xingyu's view, every industry and category has its uniqueness, and advertising placement is naturally different. On the Amazon platform, both refined operation and distribution models have drawbacks.For sellers with refined operations, advertising is more likeThe 'siege battle' requires a large amount of 'firepower' and 'heavy artillery' bombing, which determines that most of the other resources are ineffective; For sellers who specialize in sales, advertising is more like a model of spreading a net. If they cannot seize the opportunity in a timely manner, they will miss out on profits.
He believes that,For sellers, the most important thing is to first understand what kind of gameplay they want to use to play this model, which is also the core issue.
The popularity of the Amazon market is not decreasing, and with the influx of a large number of new sellers, traffic competition is gradually increasing; On the other hand, various costs such as warehousing and logistics continue to grow, making traditional marketing models impractical or more difficult. On this basis, cross-border e-commerce platform sellers should seek solutions from a more comprehensive industry perspective. Wang Xingyu believes that it is important to achieve the following:
1Customer group positioning: Identify the right customer group to serve, facilitating marketing and service to customers from a deeper perspective;
2Product solution: Based on customer positioning, identify your own supply chain entry point and create relatively competitive products;
3Marketing specialization: Conduct in-depth research on advertising tactics, evaluation acquisition, and other aspects, identify tactics accurately, and focus on breakthroughs;
4Rhythm in line with market trends: Based on the above basic actions, mobilize relevant resources to increase sales according to market trends.
Focusing on vertical categories, Haiqi Technology ShunActing on the 'potential'
Nowadays, with more and more new sellers entering the cross-border e-commerce field, competition among major platforms is becoming increasingly fierce, and the voices of sellers' complaints are constantly coming in. In fact, like many sellers, Wang Xingyu is also not optimistic about the overall industry environment this year.
With soaring costs and reduced profits, many sellers are in a difficult situation. In his opinion,At this time, it is necessary to find some unchanging things from the ever-changing market, ShunActing on the momentum.
When the market environment is in the blue ocean stage, many people can push forward and gradually scale up. However, when the entire market enters a contraction stage, in a certain aspect, which company has accumulated higher potential energy in the early stage, then the growth rate will be correspondingly faster when entering this diving stage. As an experienced Amazon seller, Wang Xingyu expressed his own opinion.
He believes that if sellers blindly focus on distribution and sales, but do not put in more effort in financial management and supply chain depth, and lack an overall organizational structure, then later operations will be very difficult.
Facts have proven that this move was not wrong. After seven years of deep cultivation on the platform and focusing on vertical categories, Haiqi Technology has taken a higher step.
Overall, creating products that are suitable for oneself based on the market situation and combining advertising and operation with one's own actual situation is the path suitable for every platform seller.
stayOn December 13th, at the 2021 Central China Cross border E-commerce Seller Brand Sail Away Summit hosted by Yien Network, Wang Xingyu will bring a wonderful sharing with the theme of "Managing Advertising Plan through Amazon Advertising Data", exploring the importance of advertising in Amazon's business from multiple perspectives, and providing corresponding suggestions to peers and sellers based on his own experience. You can scan the QR code below to register for this conference and listen to the dry goods shared by Wang Xingyu, General Manager of Henan Haiqi Information Technology.