I am the biggest secret of Amazon, and I understand the cross-border e-commerce

There are still people who add me to know my friends, I feel sorry for everyone.

At the end of the article, the soft text is cautious.

Short book version: I am the biggest secret of Amazon, and I understand the cross-border e-commerce


Have a secret about Amazon

My company has been running Amazon for almost five years. Because the timing is not too late, we are fortunate enough to rush to a certain volume, and in the first two years began the work of branding and deep cooperation in the supply chain. Of course, the main job of creating performance is basically not made by me. However, due to two articles written, the WeChat group blew twice again. Inside the circle of the industry, I was accidentally buckled with a professional hat.

The gods are so hot, the world is so hot, I want to tell the truth. In one sentence to describe the reasons for our company’s Amazon operations, that is:

Because my colleagues are amazing!

It’s really my words:)

In addition, I will talk about some ideas outside of practice, welcome to make a brick πŸ™‚

E-commerce strategy: traffic dividends and platform precipitation

From the perspective of ordinary sellers, Amazon is still in the dividend period, and the views are inconsistent. I personally think that the judgment of the dividend period should not only be considered as an industry trend and status. Assess whether there is a bonus to chase, and should consider the resources of the entrepreneur.

Therefore, when some newly-entered sellers are asking whether a platform is good or not, this problem is actually unsolvable, because entrepreneurship is never looking at the timing, but watching this time you are showing faster or stronger than others. Fighting power.

From the perspective of a global cross-border e-commerce market, as long as logistics and support for countries and platforms with sufficient development, there should be certain operational value. There is a high degree of recognition in the industry that it is OK to do a good job of Amazon. So far, considering the competition of mainstream categories on Amazon, I would like to propose a layout view of e-commerce sellers.

Mature platforms precipitate products, and emerging platforms are chasing dividends.

In simple terms, it can be understood that while doing a boutique on a platform like Amazon, use existing business systems and operational processes to replicate these experiences to emerging platforms and test more SKU sales on emerging platforms. May take up new pits and get unexpected gains.

Going back to the question of a new seller asking “A platform is good or not”, if you must answer it, the answer will be clearer. If you don’t have a lot of resources in the supply chain, there is no chance at all. You can avoid the current mainstream platform and go to the emerging platforms (new areas, new categories, mobile terminals, etc.) to find ways to accumulate your own e-commerce business. If you already have more advantageous supply chain resources, you should be able to produce better business performance directly in mature markets such as Amazon.

Everyone says that the product is king. What should I do after I finish?

The product is king is a sentence that practitioners often recite. But what I see is that the understanding and implementation of this sentence are different. My idea is that when we really agree with the product as the king of the word, and there are really products that are superior to other peers, I am doing Amazon or Walmart, the platform is still independent, do Online or offline, domestic trade or foreign trade, shopping malls or convenience stores, these choices are not the most important issue. What we have to think about is to choose the most efficient channel based on the products at hand and other resources.

There is an argument in the generalized e-commerce circle. After a few years, the e-commerce will disappear, because e-commerce is already an infrastructure, and there is no channel with special dividends.

Based on channels to find hot products, and based on product exploration channels, there are two different business thinking.

The above two kinds of thinking are not bad or bad, and we completely look at our own business resources, and the expectations and direction of the business. It should be said that in the future, the former (the hot items in the channel) will be the mainstream operation idea, because it is fast and can make money. However, the mainstream thinking basically means that the risk will be very high, including intellectual property rights, slow sales, rapid low gross profit and so on.

I want to look at the second idea from the perspective of traffic.

The traffic sources of any platform are diversified. In recent years, there have been many examples of selling products on the platform due to the high popularity of social media, such as balancing cars. Before a product is sold on a platform, it may have been sold for a long time, but the user’s attention has not yet reached the e-commerce platform, so the source of information for our selection should be diversified. The first wave of dividends. This is why many people use social media information to develop ideas.

Finally, when we are discussing product as king, we may wish to jump out of a specific e-commerce platform to assess the needs of the entire online retail market, to set up a shipment, and then select the right platform based on the characteristics of the inventory. Selling.

Cross-border e-commerce – hurt in “business”

Not playing a tongue twister. How do most of us do products now?

Competitor surveys – locating and researching competing products – assessing profits, looking for factories – micro-innovation and improvement, cost-effectiveness and cost optimization – all kinds of promotions and drains!

This process does not have any major problems. It may be just such a recurring process. It will make people feel a little less secure. Because of this trend, the sales life cycle of products is getting shorter and shorter, and profits are getting lower and lower. I believe everyone. Have an experience.

Why do cross-border e-commerce injuries in “business”? Because when we are doing a product, very few people will consider how the customer gets this product, what is the user scenario, what is the core demand, why buy it? From the basic consumer behavior research, of course, it may be that the demand is not comprehensive.

And many sellers’ understanding of cross-border e-commerce “market research” is actually the sales data of peers on a certain platform (which is why we are so keen on researching the sales and ranking of competitor products). Investigating such a range would have been a lack of rationality in the statistical range.

I think many people will realize that the next wave of e-commerce dividends is not the horizontal distribution, but the solutions and products that make customer needs in depth. It sounds easy to understand, but our vast number of sellers, who can seriously look for resources or timing, really conduct consumer and product surveys overseas, and even the simplest, go to the offline supermarkets in the United States slightly Study the packaging of the product?

Break the road, if you know, please tell me πŸ™‚

I want to do something like this

I think the article is here, I should honestly talk to you, this is a recruitment implant sticker πŸ™‚

In 2016, I saw such a passage in the circle of friends of Qianhai Laosu (a cross-border e-commerce network red):

The market demand for services and products, the trend of e-commerce platform, especially the cost of failure, and the new method of traffic intervention will be the second spring of independent stations. This opportunity needs to add a few additional words: vertical segmentation Abandon the search engine traffic thinking before 2015 or the e-commerce platform traffic import thinking, and a skilled after-sales service experience.

This is a very thought-provoking word.

In 2017, I want to try a small project with the following characteristics:

1. The US market super-fine classification, vertical customer groups;

2. Design products for the needs of end consumers, screening a very small number of SKUs, the goal is high repeat purchase rate;

3. Online and offline word of mouth promotion and marketing, independent station transactions, do not do Amazon.

This project has already started. At present, we only recruit one person. The duty of this person is:

According to the product characteristics and target audience, combined with the company’s business plan, select the appropriate online and offline promotion channels, and promote products through all channels.

We are against this person Claim Yes:

I have been exposed to at least one content-based online promotion channel and believe that I have a way to recognize the meaning of different promotion channels and to develop and implement the promotion plan.

PS: The negative example of a content-based promotion channel is Slickdeals.

You see, what I want to recruit is not a very bullish person. As long as you have a little experience, you can feel that your business logic can be very clear. Welcome to grow with me.

Contact: I believe you can find πŸ™‚

Finally: Don’t you forward it for me?

by Hank