A global epidemicCross-border electricianNew opportunities continue to grow, the development environment is generally better and the scale of transactions continues to expandIndependent stationsThe layout became the main melody. Independent stations have become new routes for cross-border electricians, and domestic enterprises have developed various modes of marketing across borders under the b2c model。
Trends: independent station layout becomes the main melody
I. The development environment for cross-border electricians as a whole
1. In the context of the global epidemic, the global supply chain is in a state of disarray in many countries. And our country’s lead in unblocking and returning to work has created an opportunity for china’s cross-border electricity producers to grow in reverse。
The policy of good will continues to be released. To accelerate the development of new business practices, such as transborder electric operators, to enhance international freight transport capacity and support enterprises in developing diversified markets; to optimize import tax policies; and to promote the integrated development of customs special regulatory areas and ftas, serving as open platforms for development zones. In addition to policy support at the national level, the provinces and municipalities have issued a series of pro-bono policies。
3. Investors maintain a favourable attitude towards cross-border electricians. In terms of long-term value, the dividend period for offshore online upswing channels, the change in consumption inertia by overseas users, the 47 per cent increase in the length of global average online purchases and the acceleration of online purchases. In terms of short-term fluctuations, while some enterprises are affected by a series of factors, such as rising maritime transport costs, repeated tariffs and reduced foreign subsidies, the demand for foreign-line consumption and the strong domestic supply patterns are essentially unchanged。
Ii. The imminent development of branding
1. According to the monitoring data of the e-commerce research centre, between 2013 and the first half of 2021, the weight of b2b class transactions among exporters fell from 95 per cent to 77. 2 per cent, a downward trend over the years. During the same period, the size of b2c transactions increased steadily, from 5 per cent to 22. 8 per cent, at a high rate of growth. As the maturity of the market increases, the concept of the brand continues to deepen and consumer demand for brand recognition increases. In the larger trend of branding, b2c enterprises have more scope for development than traditional b2b enterprises。
2. As online consumption by foreign users matures and consumers are no longer satisfied with low-quality, unbranded goods, branding has become an important measure for current exporters. In terms of branding, brand electricians have the capacity to design r & d and pricing autonomously compared to traditional export-import foreign trade. The rise in brand visibility has had a brand effect on their products and consumers will be willing to pay for brand premiums, resulting in greater returns for brand electricians。
Iii. Independent stationThe brand goes outImportant layouts
Under the b2c model, the main modes of sale of domestic enterprises across borders are platform-based, vending station-type, and niche-based。
1. Platform type
In other words, commodities are sold through third-party platforms, often including amazon, ebay, lazara, shopee. Such vendors do not need to be responsible for the infrastructure of the website, but simply manage the description of the goods and obtain higher weighting flows within the platform, including through reviews。
2. Quarter model
Through the construction of multiple sites, goods are distributed and sold in bulk. Following the discovery of new explosives for heat distribution, vendors found similar commodities through domestic suppliers, and sold them closely to the tide by building station tools to set up electrician websites。
3. Independent stations of excellence
It refers to the establishment of a vendor's website to sell directly to customers, mainly to capture the flow of users from the public domain through wide-payment, red-person marketing, and to sink private traffic. Enhance user brand awareness, repurchase retention and single user value. Using development tools provided by electrical power platforms such as shopify, square and bigcommerce, vendors can easily build independent stations themselves and move operations quickly from third-party platforms to independent stations。
Challenge: transition independent station, water and land unsatisfied is the greatest challenge
I. The transition of sellers in a difficult context
Changes in the internal and external environment have forced cross-border sellers to diversify channels, and self-establishment of independent stations has become an important strategic initiative for cross-border sellers. Common vendor transformations: foreign trade factories (accumulation of production resources and funds from substitute or b2b trade), platform sellers (accommodation through sales on third-party platforms such as ebay and amazon), station-group models (quick and large-scale expansion of new distribution models to operate multiple sites), domestic brands (based on domestic markets or domestic home-grown brands developed in treasure hunting)。
Independent stations appear to be easy to start, but companies actually have a lot of input to make, from organizational, process systems to systems tools, and quality stand-alone stations are a critical path for long-term sustainability and support for long-term corporate interests, despite their obstacles and challenges。
Ii. Focusing on marketing and neglecting operations in a context of intense competition for homogenization
As the tide of cross-border access to the sea and the number of sellers of homogenous tracks grows, competition becomes more intense. Another mistake that transition independent stations can easily make is to follow platform thinking and choose to invest continuously in extension costs to acquire new users over and over and above in-house construction andFine operationI don't know。
Traditional platform electricians operate, which develop strategies from a commodity perspective, owing to the nature of the platform's users ' purchases and to the fact that businesses have only business data, are less aware of users and more commodity-based clients. In contrast, independent station operations need to be people-centred, with an understanding of user demand and consumption patterns, from “person-to-person” to “good-to-person”, from product quality to “commodity + brand + service”, how to recognize and understand user needs and achieve precision。
Breakout: stand-alone stationsDigital operationsDouble user and profit growth
I. Multi-end data collection and integration to lay the foundation for the digital operation of independent stations
Data is a very important resource for the operator's operations to gain insight into the target users, to precisely specify the marketing strategy and to optimize the marketing strategy based on user feedback. Independent stations operate on the premise that they build a client-centred data base, rely on big data technologies, have a robust data collection mechanism and have full access to all data associated with the users, and then operate on the basis of that data for the platform users。
Ii. A full-source assessment and a full assessment of the size and quality of the recipients of the channel
As access to information and forms of internet socialization become more diversified, so do the options available. In addition, because of the vertical nature of the stand-alone category, the requirements for the evaluation of the receivers are more complete and specific, there is a greater need for businesses to measure the full range of channel characteristics and to select platforms that match their industry, target users, brand characteristics and marketing claims to achieve open-source savings。
Iii. In-site optimization and upgrading of independent station purchase conversion
For most stand-alone stations, low conversion and low retention are common problems. This problem requires, first, a diagnosis of the health of the construction of the commercial city of the independent station and, secondly, adequate data support for the optimization of the modules。
The core of user action line optimization within the product is two components: increasing the flow distribution rate and the core path conversion to ensure rapid decision-making and smooth purchasing of conversion。
Iv. Precise operations to improve overall user loyalty and viscosity
“one hammer” is difficult to sustain long-term business operations and, for most stand-alone sellers, will place future growth on the operation of stock users. So-called fine-tuning operations are designed to enhance the touchful “detailed” “personalization” of operations. The first step is to identify the needs and clear the business indicators that are intended to be promoted; the second step is to focus on the whole spectrum of users throughout the life cycle and to focus on the life cycle label; and the third step is to find the right time。
“personalization” and “situationalization”, based on four elements: content, users, channels, timing, complete and refined operating systems to improve operational efficiency and transformation。
V. Emerging responsibility responsibility responsible
Promotional activities have become a key means of reducing the volume of commercial flows and stocks, and even in some categories, collections during the period of black five may account for half of the annual collections. In addition, in addition to large-scale and complex festivals such as black five and easter, many businesses are now engaged in shopping festivals that match their platform's location, as well as niche farming。
