The first Mid China Cross border E-Commerce Sellers and Brands Summit opened with great success!

2022-11-21
529
32

Author:Liu Xia
Source: ennews

The first Mid China Cross border E-Commerce Seller Brand Summit is coming!  

 

This morning9:00, byUnder the guidance of Henan Provincial Department of CommerceYeon.comunionFacebookSponsored2021 The First Mid China Cross border E-Commerce Seller Brand Summit was held in Zhengzhou.

 

The first Mid China Cross border E-Commerce Sellers and Brands Sailing Summit opened with great success!

 

The conference is divided into two special sessions: Amazon and Independent Station. Activity site,The leaders of the platform took turns to participate in the 100 million level sales, and dedicated a feast of gluttonous waste to the sellers on the scene from the aspects of brand building, transformation and layout, multi-channel operation, enterprise construction and management.

 

Amazon sellers gather to share e-commerce feast

 

At the Amazon conference, Sun Qi, the director of the E-commerce Department of the Department of Commerce of Henan Province, first made a speech, analyzing the current situation of cross-border e-commerce in Henan, and looking forward to the future of cross-border e-commerce in central China!

 

The first Mid China Cross border E-Commerce Sellers and Brands Summit kicked off with the gathering of cross-border information celebrities!

 

subsequentlyZhang Liuming, the director of the brand to Europe, took the stage"Three origins for building global consumer brands".

 

The first Mid China Cross border E-Commerce Sellers and Brands Going to Sea Summit opened with great success!

 

Zhang Liuming said that there is no groundbreaking insight into the three origins of building global consumer brands: product strength, localization and brand strength. What we can share is our years of practical experience in Europe. In terms of product strength, Zhiou regards it as the core of building a global brand. From the perspective of users, it has insight into the real needs of consumers. Market research, product development, renovation and transformation are all indispensable details.

 

She said that polishing every high-quality product with craftsmanship spirit and constantly updating and iterating is a key to improving the competitiveness of products. At present, nearly 1000 new products are launched by Zhiou every year.

 

In terms of localization, when making a global layout to Europe, we set up branches in the United States and Japan successively, starting from Germany. Zhang Liuming gave his own example, saying that Zhiou has set up a localization design center in Los Angeles, built a localization team, made full use of the advantages of local talents, and realized the international industrial layout of localization of product design, marketing content, warehousing and logistics, and customer service.

 

In terms of brand strength, Zhiou is well aware of the concept of brand funnel. From the initial consumers' recognition of the brand and acceptance of the brand concept, to the decision to purchase products, to the final deep recognition of the product and brand value. Step by step, while improving consumers' brand stickiness, it also improves the conversion rate of orders.

 

She also said that in addition to building a brand funnel, Amazon's internal marketing flywheel, attaching importance to social marketing and strengthening overseas marketingKOL cooperation is the key point of brand building.

 

Then Zheng Wenqing, Chairman of Henan Rebecca Hair Products Co., LtdThe theme of "Transformation and development layout of China's hair products industry" was delivered.

 

The first Mid China Cross border E-Commerce Sellers and Brands Summit kicked off with the gathering of cross-border e-commerce platform celebrities!

 

Traditional trade has been greatly impacted, and the e-commerce market is booming. Foreign trade enterprises urgently need to accelerate the development of cross-border e-commerce, online trading and other new forms and models of foreign trade to form a beneficial supplement to offline channels.

 

Zheng Wenqing said that RebeccaIt was the first time to try cross-border e-commerce in 2015. In 2016, it ended in failure, and then summarized the experience. In 2017, it tried to appear on AliExpress and Amazon again.

 

After three years, Rebecca Renfa has been among the best in the retail category and has occupied the chemical fiber industryHalf of the countries in Top10, NOBLE brand has ranked first for four consecutive years. By the end of November this year, Rebecca's online sales had accounted for 1/3 of the total sales of its own brands.

 

 

As for the experience of transformation, Zheng Wenqing said that it includes four aspects: making full use of offline sales channels and integrating online and offline; on-lineDouble drive of TO B&TOC platform; Expand new markets in Eastern Europe and Asia and increase market penetration; Play with new media, online celebrity and content marketing, and develop independent stations.

 

 

Then, a head in Shenzhen, Amazon oversold product operation directorJerry made a speech with the theme of "How Amazon sellers operate in multiple channels under the New Deal".

 

He said that he was very optimistic about the development of the entire e-commerce industry, especially in Europe, Japan and the Middle East, where the growth rate has exceeded that of North America.

 

For the multi-channel layout that most sellers want to carry out, they will sell quicklyWish, eBay and other platforms have been analyzed to help sellers choose a suitable platform. For example, AliExpress needs to settle in as an enterprise and advocate brand stores, with a high market share;WIsh will focus on short videos and branded stores in 2022, and pay attention to the penalty policy; eBAy, the primary platform for sellers in Japan, but it is difficult to obtain traffic, so sellers should still focus on the Red Sea competition.

 

He also stressed that it is necessary to choose according to the market, operation category and business modelFBA, FBM and comprehensive sellers want to be FBA merchants. Sellers need to choose a platform that supports brand stores and pays attention to product quality and buyers' shopping experience.

 

In addition, he also said that cross-border e-commerce sellers must avoid heavily polluted products to avoid the impact on the company's performance due to the platform and government policies.

 

After Jerry's sharing, Zhang Sen, a 10-year e-commerce veteran co founder of Henan Langu Technology, taught his own experience in cross-border enterprise construction and management with the theme of "cross-border e-commerce enterprise information construction and management".

 

First of all, the company will enhance the cohesion of the team through hiking activities, book fairs, debates, tug of war and other projects; Secondly, the task of each staff member is arranged according to the average value of daily business data; Finally, after the brain drain, we will summarize this and accumulate experience to achieve the purpose of improving work efficiency.

 

Zhang Sen also said that the company will also hold a fission entrepreneurship competition in the May 5th group. The Operation Management Department will provide business data to the day, and the Human Resources Department will carry out individual and organizational results360 degree performance evaluation and performance coaching.

 

 

Culture is the foundation of an enterprise. The company needs to publicize the enterprise culture to its employees through daily training and undertake the important mission of cultural inheritance, Zhang Sen said. Not only that, improving personal ability, mobilizing the ability of the whole organization, summarizing and extracting the company's knowledge assets, and properly managing them are all important reasons for promoting the company's sustainable profitability.

 

At the final summit forum, the guests discussed and shared around the theme of discussion on the core advantages of sellers in the middle of the cross-border e-commerce platform and trend interpretation: from the just concluded Black Five Year Plan, what types and characteristics of cross-border e-commerce have erupted this year; What emerging markets still have opportunities; How long is the dividend of platform e-commerce and how to grasp it; As the chairman of the board of directors, I made suggestions on talent management of cross-border e-commerce in China.

 

Independent stationThe special session starts with a big bang, and the big sellers give it away

 

The venue of the independent station is also full of dry goods.Chen Zhen, Deputy General Manager of New Business Development of Facebook, Guo Xinhua, VP of Jikeyin, and Li Zheng, Business Director of Snapchat ChinaA number of celebrities brought dry goods sharing about independent station marketing, and the on-site sellers benefited a lot.

 

first,Chen Zhen, Deputy General Manager of New Business Development of Facebook, which brings usUse overseas social media big data to accurately layout blue ocean categories”A wonderful speech on the theme.

 The first Mid China Cross border E-Commerce Sellers and Brands Sailing Summit opened with great success!

 

As far as many sellers are concernedPlatform or independent station”On this issue, President Chen made a detailed explanation for the seller based on the comprehensive analysis of the industry development situation and the successful sailing cases of fashion brands from 2016 to 2020.

 

President Chen believes that whether to be an independent stationFirst, it depends on the suitability of the product. Second, it should focus on the precise target users and establish a marketing funnel.

 

In the opinion of President Chen, the seller1-3 stations operate products and pay more attention to user experience; The establishment of 100 stations to continue the platform multi account play, the business is traffic, light user experience. Therefore, General Manager Chen suggested that independent station sellers should consider building 1-3 stations in the direction of brand management.

 

In addition, President Chen also introducedMeta's acquisition&activation team can help more potential new advertisers make continuous progress hand in hand, giving priority to clothing and video, home and gardening, health and beauty, and outdoor sports.

 

Mother's Day is coming, what should independent website sellers pay attention to when selecting products and placing advertisements? In this regard, President Chen suggested to sellers through the expected sales expenditure data of consumers during the Mother's Day. He said that the shopping intensity of male consumers should also not be ignored, and sellers should pay more attention to both product selection and keywords.

 

Nowadays, the cross-border e-commerce industry is developing rapidly, and many sellers are turning their eyes to the Southeast Asian market. How should the sellers layout to grow faster? Around this questionJi Ke SealVP Guo XinhuaBrought withSoutheast AsiaThe survival secret of COD independent station”Based on years of experience, the keynote speech shared with the seller the survival secrets of the Southeast Asia Independent Station.

 

The first Mid China Cross border E-Commerce Sellers and Brands Sailing Summit opened with great success! 

Mr. Guo shared the current situation of e-commerce in Southeast Asia. Mr. Guo said that for sellers,Normalization of epidemic situation, rising prices of bulk commodity raw materials, and weakening of economic contraction consumption powerIt affects warehousing, cost and customer price.

 

Whether online or offline, its essence is retail, and the core elements of retail arepeople”、“goods”、“site”Three points constitute. Among them, in view of the immature payment chain and infrastructure network construction in Southeast Asia, independent station sellers need to focus on the collection issue.

 

Later, Mr. Guo explained the organizational structure and operation organization of the enterprise, and listed the existingThe information is blocked, the business is operated separately, the efficiency is low, the decision-making is complex, and the organization is overstaffedFive major problems, introduceAmoeba management model, i.eUnify ideas, work in colleges and universities, participate in management, and cultivate talents

The first Mid China Cross border E-Commerce Sellers and Brands Summit kicked off with the gathering of cross-border e-commerce celebrities!

next,Aopeng International MarketingVP Zhao XiJustRefined operation strategy and key elements of independent stations”With the theme of "people, goods and markets that the site pays attention to", "key elements that the operation optimization path under the whole funnel pays attention to" and "KPI assessment", we will give speeches to help sellers solve problems and questions in operation.

 

Later, Mr. Zhao shared how to operate under the whole funnel. Zhao believes that in the first link of the funnel, namely the brand building link, sellers should pay attention to the demographic characteristics, behavioral characteristics and psychological preferences of users, and set up an array for users; In the initial stage of diversion, the seller should polish the product to focus on user experience, and pay attention to user retention and loyalty; In the final payment phase of the Funnel, sellers can refer to local e-commerce websites, seek professional advice from partners, and the customer service team should communicate with users more and conduct user research at the right time.

 

For cross-border sellers, using social media and other online marketing methods to enter the international market is both a wise move and a general trend.

 

Snapchat China Business DirectorLi ZhengBringing theme to everyoneSnapchat E-Commerce dividend in the new social perspective”Speech.

 

The first Mid China Cross border E-Commerce Sellers and Brands Summit kicked off with the gathering of cross-border e-commerce platform celebrities!

 

Data display, inSnapchatThe reach rate of young audiences over 18 years old is as high as 40%. 200 million Snapchatters use AR technology every day, and AR is a complete funnel solution that has an impact on every consumer contact point.

 

stayIn the aspect of "how to manufacture a differentiated marketing model for independent stations", Mr. Li said that sellers should determine their marketing plans at the beginning, find the right audience, and plan their marketing links at the initial stage of brand growth and growth.

 

Finally, Li summarized the successful cases of co sellers, analyzed and explained them, and both domestic and foreign merchants usedSnapchatAR - Try on the filter to increase sales.

 

Online marketing methods such as social media have brought cross-border e-commerce into the fast lane. At the same time, branding and deep cultivation of the supply chain have become the core keys. At the meeting,Sun Hui, Vice President of Elaborate Supply Chain CenterwithBuild a fast fashion cross-border e-commerce data-driven flexible supply chain”As the themeMake the brand more refinedImportance to cross-border sellers.

The first Mid China Cross border E-Commerce Sellers and Brands Summit kicked off with the gathering of b2b celebrities!

First of all, the development history and market analysis of cross-border industry trends, Mr. Sun said that the future30-50 years are great opportunities for cross-border e-commerce. Among them, the Red Sea Period must live up to "small and beautiful" through refined selection and refined operation, bid farewell to "big and comprehensive", keep up with the pulse of the platform and industry development trend, adhere to learning and innovation, integrate resources, and deepen the supply chain.

 

He pointed out that the current pain point in the clothing industry is that the best sellers will soon be sold out, andIt is difficult to "double the order", and there is a lot of inventory that is difficult to sell. However, the current dilemma faced by the fast fashion industry product supply chain is that the process is uncontrollable and the price is not credible; Unreliable quality and opaque information.

 

So, how to build a clothing supply chain system? Mr. Sun said that, first of all, it is necessary to build a comprehensive supply chain information system. Second, it is necessary to maintain a good supplier partnership (building relationships). Finally, it is necessary to have the support and cooperation of the front, middle and back ends (setting rules).

The first Mid China Cross border E-Commerce Sellers and Brands Summit kicked off with the gathering of cross-border e-commerce celebrities!

The final round table discussion session,Chen Zhen, Deputy General Manager of New Business Development of Facebook, Guo Xinhua, VP of Jikeyin, Wang Shuaipeng, VP of Small Warcraft, Zhao Wenzhong, Project Leader of Henan Langu Technology Independent Station, and Sun Hui, Vice President of Xike Supply Chain CenterThe guests discussed and shared several topics: marketing channel selection and cost control; Brand building of independent stations; The challenges of the flexible supply chain of cross-border e-commerce; Suggestions for platform sellers to transition to independent stations.

 

The enthusiasm of the participants was high, and the venue of the independent station was extended nearlyOne hour later, the site was full of dry goods, and everyone got a lot.

 

So far, this game was played byNamed by Facebook, Lotte ExpressSnapchat, Baiduinternational, Difang, Xichuang TechnologyAnd other mainstream cross-border industry service providersThe morning conference speech jointly sponsored was formalendMany famous people have given us their experiences and secrets for many years, and they are full of dry goods. This afternoon, the guests will bring more dry goods to share, and Yeon.com will continue to show you wonderful!


 

 


The content of the article is created by the author, and the author is responsible for the authenticity, accuracy and legality of the content. Overseadia advocates respecting and protecting intellectual property rights. Without the permission of the author and/or this website, the content of this website may not be copied, reproduced, or used in other ways. If you find that there are copyright issues in the articles on this site, please contact chuhaiyi@baidu.com, and we will verify and deal with them in time. Source of the article: ennews, this article is the author's independent point of view, and does not represent the position of overseadia.