This is [isebel talk], just talking about good knowlege!
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I haven’t updated for a long time, and a followers came to remind me to update, which make me find that being recognized and having feedback gave me the motivation to write again.
As for why i didn’t updated, it is mainly because the article was copied directly, directly moved, and the words were not changed. I felt that I might doubt what is the value of continuing to write.
But after re-planning my goals, and then restarting the update, the biggest reason is because I want to find friends who are like me who are deeply involved in this field and go further together.
In the past six months, there have been many gains and many insights.Today’s article mainly talks about some experiences and opinions after entering the field of cross-border e-commerce from Internet companies.Some may not be so mature. If you have different opinion i am welcome to discuss them.
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From an Internet company to a cross-border e-commerce company, the most profound feeling is that many cross-border e-commerce companies are doing short-term business with short views, and they are not people with long-term thinking. The typical performance is:
1. Companies that mainly distribute goods and explosive models account for the majority.
2. The promotion channel composition and marketing operation methods of the entire product are single, and product sales are overly dependent on Amazon as a single overseas platform, which is extremely vulnerable to the international situation.
So that when Amazon wants to suppress big domestic sellers through phases, many big sellers can only be slaughtered.
Not only that, due to the serious domestic internal volume and relevant national policy adjustments, the number of cross-border practitioners entering the industry this year has increased.In the future, more and more domestic companies will go overseas, and various factors will greatly increase the cost of cross-border e-commerce.
Therefore, cross-border e-commerce companies are all facing the transformation of the business direction of enterprises and the upgrading of marketing methods.
Change from store goods to boutique-based products,
Use a single Amazon evaluation method to change to multiple social media channels, affiliate marketing promotion, KOL promotion,
Multi-channels such as live e-commerce channels increase traffic entrances to acquire users, follow the brand route, and build the brand recognition of products in users’ minds.
The model that mainly sells products on a single or several third-party platforms has become multi-platform sales, and builds a second-class e-commerce delivery model based on social media, and finally leads the APP to undertake its own traffic pool.
Cross-border e-commerce has developed to the present, after exhausting the Amazon dividend, where should cross-border e-commerce go next?
If you study overseas markets, you will find that users in overseas markets are relatively scattered, and a complete WeChat-like complex ecosystem has not been established. Common paid traffic is Google, Facebook, and YouTube channels.
And TIKTOk’s user growth based on purchases is the next high-conversion e-commerce traffic pool.At the same time, there are niche apps such as live broadcasts and language chats that go overseas.The overall operation will be more refined and localized.
Therefore, I personally believe that in the next step, sellers of cross-border e-commerce should work with domestic platform companies and overseas logistics providers to build a shopping ecology based on overseas local “speed delivery, same-day delivery”.
Only in this way can we obtain new platform opportunities when the existing old dividends are exhausted.
At the same time, TIKTOK and Kwai have internalized the overseas market, bringing Amazon open live broadcast, Twitter open platform distribution, delivery function, ins open live broadcast and delivery function platform function iteration.
It has brought cross-border e-commerce platforms more dividends based on the platform traffic support brought by the opening of new functions.
However, it is not difficult to find that the new platforms such as TIKTOK platform and KWAI that we currently call will also have current development obstacles in the face of dividends, such as
1. Live delivery of goods is an immediate desire to buy, and the current logistics efficiency cannot reach the same day or the next day.
2.Secondly, the domestic wild DTC gameplay has made many overseas users actually deceived, and building trust again requires the joint efforts of platforms and merchants.
3. Cultivation of user habits, as well as domestic trade, privacy and other policy and legal issues.
4. There are cultural differences in local countries, as well as racial discrimination in some countries;
These all need time to solve one by one.
Some friends will ask? So under the current situation, the TIKTOK ecosystem is immature, what can we do?
Here are some suggest for you :
1.TIKTOK brand marketing ;
2.TIKTOK ADS holiday promotion with online celebrity promotion, TIKTOK planting grass + British small shop / independent station / Amazon weeding;
3.Internet celebrity with TIKTOK KOL influence marketing;
4.TIKTOK account build and fund .
Therefore, the recent conversion rate of TIKTOK shop in the UK is not high, but based on the logic of where there is traffic, there are growth opportunities, and I am optimistic about the future.
Thanks to the U.S. economic stimulus measures and cash subsidies for the epidemic, the market is picking up.All we can do is to accumulate grain, build walls, and build moats.
After all, the epidemic has made the lifestyle of crooked nuts become more online, and people will spend more time online. This is one of the factors why Clubhouse brought a podcast app boom at the end of last year.
Finally, companies in the cross-border e-commerce field face more challenges than the past challenges.This challenge comes from the involution of domestic players.
Therefore, I think that in the future, cross-border companies should be integrated sellers that integrate R&D, manufacturing and sales, and logistics, and it will be easier to come out, and at the same time, they can build a complete, omni-channel, social e-commerce delivery system.
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这里是【isebel说】，只说干货！
很久没更新,有小伙伴来催更了,才发现,被认可、且有反馈,让我重新有了写作的动力.
至于为什么不更新,主要是因为文章被直接抄,直接搬运,连字儿都不改,觉得可能会自我怀疑继续写的价值.
在重新规划自己的目标之后,再重新开始更新,最大的原因是因为,想要找到和我一样,一起深耕这个领域的朋友,一起走的更远.
最近的半年有很多收获也有很多感悟,今天这篇文章主要讲讲从互联网公司进入跨境电商领域后的一些心得和观点,有的可能不那么成熟,欢迎有不同思考的朋友一起来探讨.
从互联网公司进入跨境电商公司,最深刻的感受是很多跨境电商公司都在做短期生意,并不是长期主义思维的人,典型的表现是:
1.以铺货,爆款模式为主的公司占多数,
2.整个产品的推广渠道构成、营销运营手段单一,产品售卖过度依赖亚马逊这一单一海外平台,极其容易受国际形势影响,
以至于当亚马逊想要通过阶段性打压国内大卖家,很多大卖只能任其宰割.
不仅如此,由于国内内卷严重,以及国家相关的政策调整,让今年入行跨境的从业人员增多,未来越来越多国内公司会出海,种种因素都会让跨境电商成本被大大提高.
因此,跨境电商无一不面临企业的业务方向转型,以及营销方式的升级.
- 从铺货改为以精品为主,
- 以单一的亚马逊测评手段改为多社媒渠道,联盟营销推广、KOL推广,
- 直播电商等多渠道增加流量入口的方式进行用户获取,走品牌路线,构建产品在用户心智中的品牌认知.
- 以单一或几个第三方平台售卖产品为主的模式,变成多平台售卖,搭建基于社交媒体的二类电商的带货模式, 最后引流APP进行自有流量池的承接.
跨境电商发展到现在,在吃尽亚马逊红利后,下一步跨境电商应该往哪里走?
研究海外市场,会发现,海外市场的用户比较分散,完善的类似微信的复杂生态未建立,常见的付费流量为谷歌和脸书以及油管为主的渠道,
而TIKTOk靠买量砸出来的用户增长,是下一个高转化的电商流量池,同时还有出海的直播、语聊等小众APP,整体会更精细化、本土化运营.
所以,个人认为,下一步跨境电商的卖家应该要和国内的平台型企业,以及海外物流商共同构建基于海外的在地“极速达、当日达”的购物生态.
这样才能在现有旧的红利被吃完的时候,获得新的平台机会.
同时TIKTOK与Kwai内卷海外市场,带来亚马逊开放直播,Twitter开放平台分销、带货功能,ins开放直播和带货功能的平台功能迭代.
带给了跨境电商平台更多基于新功能开放所带来的平台流量扶持的红利.
然而不难发现,目前我们所说的TIKTOK平台和KWAI等新平台,在红利面前也会有当前发展的障碍,譬如
1.直播带货,是一种即时性的购买欲望,而目前的物流效率达不到当日达,或者次日达等.
2.其次国内野生DTC的玩法让很多的海外用户实际上受骗过,再次建立信任度需要平台和商家的共同努力.
3.用户习惯的培养,以及本国贸易,隐私等政策法律的问题.
4.本地国家文化差异,以及部分国家会有种族歧视等等问题;
这些都需要时间去一一解决.
肯定有朋友会问?那么目前的情况下,TIKTOK生态不成熟,我们可以做什么呢?
- TIKTOK平台品牌出海
- TIKTOK ADS节日促销搭配网红推广,TIKTOK种草+英国小店/独立站/亚马逊拔草.
- 网红KOL营销
- TIKTOK做号获取早期流量红利
所以最近TIKTOK shop 英国小店的转化率不高,然而基基于流量在哪里,哪里就有增长机会的逻辑,对于未来持乐观态度.
且得益于美国的经济刺激措施,进行疫情的现金补贴,行情在回暖,我们所能做的就是广积粮,高筑墙,建立护城河.
毕竟疫情让歪果仁更多的生活方式变成以线上为主,人们会花更多的时间在线上.这也是为什么去年年底Clubhouse 带来播客APP热潮的因素之一.
最后,跨境电商领域的企业面临除了以往的挑战以外,更多的挑战,这个挑战来自于国内玩家的内卷.
所以我认为未来跨境企业应该是集“集研发、制造和销售 — 物流一身的一体化卖家更容易走出来,同时能搭建完整、全渠道、社交电商的带货体系.
