Multi-channel cross-border retail solutions help you gain more business opportunities

China's cross-border e-commerce is developing rapidly, and export cross-border e-commerce has gradually matured from growth, from "Made in China" to "Chinese Brand" and "Made in China".

The advent of the mobile era is the driving force for the development of cross-border e-commerce, and the requirements for the operation of cross-border e-commerce and industrial support will also change. At the Hong Kong Global Sources Autumn Electronics Fair, thousands of high-quality exporters representing Chinese export enterprises are constantly improving product quality, and at the same time integrating emerging and efficient marketing methods to make products and brands more widely covered. Looking forward to In the era of interconnection and interoperability, cross-border e-commerce is used to link buyers and customers around the world.

According to the monitoring data of the E-commerce Research Center, although the B2B market transaction scale of my country's export e-commerce still accounted for the majority (80.9%) in 2017, the year-on-year growth rate was only 13.3%, while the export e-commerce The transaction scale of the B2C market was 1.2 trillion yuan, accounting for 19.1%, a year-on-year increase of 21.2%, and the growth rate was even faster.

However, with the increasingly fierce competition in cross-border trade, what opportunities and challenges will cross-border e-commerce face? How can cross-border sellers seize business opportunities, break through the siege, and achieve better cross-border performance on more platforms? On October 19, 2018, CEConlines and ChannelAdvisor jointly held the theme forum "Where is Cross-border Retail in 2019" at the Hong Kong Global Sources Mobile Electronics Show, to share the cross-border e-commerce operation of Chinese export enterprises Better brand marketing strategy, multiple combined sales channels and mature cross-border retail experience.

The channel brand and its own brand are parallel

At this forum, Mr. Yan Qinglin, CEO of Tronsmart from Jike International, firstly analyzed how to go multi-channel and compound cross-border electricity with practical experience. business road. In 2011, when Jike International first came into contact with the independent station, it was the first seller in the industry to contact the independent station. Yan Qinglin said, "The company now mainly promotes two businesses, one is the channel brand geekbuying of the independent station, and the other is the product brand Tronsmart started in 2015, which is its own brand focusing on the field of consumer electronics."

Jike International shares its practical experience in channel promotion and development. Yan Qinglin said, don't underestimate the profits that a small country will bring. Through the channel of the Internet, small products or highlights can be aggregated into a market at a very low cost, which is the charm of e-commerce.

In addition, you can use platforms or channels to do some promotion, such as joint platforms to do some festive promotions. When entering a third-party platform, Yan Qinglin suggested that they should have a good relationship with the account manager of the platform, because they control many resources on the platform, but the premise is that their products must be of high quality and cost-effective.

Besides the platform, how to promote some products and drain traffic off the site? Jike International took the first step to build an offline promotion team at the beginning of its branding. At present, there are many online and offline agents in more than 90 countries and regions. The promotion channels include media promotion, participation in Global Sources Electronics Exhibitions, signing endorsements with celebrities, etc.

To sum up, Jike International's advantage lies in its channel advantages, rich B2C experience and market advantages. Of course, the high cost performance of products is an unavoidable topic for cross-border e-commerce in the past two years.

Two key points of multi-channel cross-border retail: linking and optimization

With cost-effective products, how to choose a cross-border e-commerce channel? Mr. Li Maosheng, a senior e-commerce consultant from Changlu Sales, suggested choosing multiple channels to sell his products, because a single channel will face more risks, including market reshuffle and policy changes.

According to statistics, in 2017, Changlu helped more than 2,800 cross-border e-commerce customers achieve sales of more than 8.9 billion US dollars, which came from more than 100 retail channels around the world. Regarding last year's performance and success, Li Maosheng mentioned the two keywords of linking and optimization. Links mainly refer to the fact that Changlupin has connected with more than 100 channels, and he knows which platforms can bring benefits to customers and can serve different needs. Customers formulate one-to-one e-commerce solutions; optimization refers to helping merchants increase sales profits through continuous analysis, optimization and channel performance improvement services.

For cross-border retailers who have formulated their own needs and goals, how to achieve and What about executing sales goals? Mr. Li Maosheng believes that the goal should be broken down into several stages. At different stages, four aspects of market, channel, product line and strategy should be adjusted in time. First of all, from the perspective of the market, it is impossible to spread the world all at once. The second is to think about which channels to start with and which channels can get sales opportunities faster; the third is the choice of product lines. If there are many product lines, it is necessary to consider clearly what the most popular products are; finally, what can be implemented Sales strategy, each stage will have different behaviors. For example, the strategy in the last stage may be to build a brand, and a localized DM team needs to be established.

Case of e-commerce solutions customized for Dongguan customers by Changlu Sales

After making a plan, there will be many links in the implementation process. Mr. Li Maosheng mentioned that there are three points that Changlu can provide Yes, the first is the planning of product information flow, including the planning of the entire process from production to multi-platform sales to consumers, including inventory, orders, logistics information, etc. ERP software can be used to make the whole process of operation and sales. Automated and intelligent management; the second is the management of inventory, which can start from two aspects of inventory management strategies and methods; the third is optimization, so that the customer's product display volume is increased, the search ranking is high, and the click-through rate of advertisements/products Improve, increase the conversion rate of the statement, etc.

In short, in the face of today's diverse needs of consumers and an increasingly complex market environment, companies choose to link cost-effective products to more channels and platforms, which is conducive to reducing risks while reducing risks. Fully open the international market on the spot.