The tide of titles may force a group of sellers out.
Since the end of April, Amazon has blocked a large number of sellers' accounts in China on the grounds of violating the platform policy, including some top sellers with annual sales exceeding $654.38 billion.
With the passage of time, Amazon's title action has not stopped. Recently, there has been another wave of brand strokes, involving lamps, homes and other categories. At present, there is still no news of the goods and debts of the top sellers in the industry, and the accounts of small and medium sellers are basically impossible to recover.
After the account is blocked, many sellers face the risk of shortage or capital chain break. First of all, because there is no channel to withdraw funds, a group of sellers have to speed up the clearance at low prices, and the industry turnover has intensified; Secondly, layoffs cut expenses, and a large number of operations suddenly lost their jobs; Finally, after continuous losses, some companies may be forced out in the near future, and insiders broke the news that there are still many companies waiting in line for bankruptcy.
Sellers who rely too much on a single channel have been hit hard. "Spread risks, don't put eggs in one basket" has become the knowledge of cross-border sellers.
Many domestic sellers accelerate multi-channel layout, and some turn to independent stations to create private domain traffic, but this is not suitable for all sellers, and some turn to other platforms. With the improvement of B-side, some sellers who have settled in international stations have made considerable achievements one after another.
The annual revenue is 800 million, and the seller hands over the beautiful answer sheet.
C-end to B-end has become a trend. Whether it is domestic e-commerce or cross-border e-commerce, there are businesses that have settled in Ali International Station after some trade-offs.
Shenzhen Zong Wei Cube focuses on the research, development, production and sales of 3D printers, and owns its own printer brand any Cube. Nearly 90% of its products are sold to the global markets such as the United States, Germany and France, and the average annual sales have maintained a year-on-year increase of more than 100%.
Facing overseas markets, Zong Wei Rubik's Cube has laid out platforms such as Amazon, Ali International Station and AliExpress, and currently ranks third in Amazon's brand.
In 20 17, Zong Wei Rubik's Cube entered Ali International Station based on the consideration of capital risk, channel distribution and brand influence. The business chain of the international station is shorter than that of the third-party platform, and its operation mode and risks are also different. 3D printer is a product with high customer price. From C-end to B-end, one of the core issues is the differentiation of product lines. "The product layout of C-side and B-side must be differentiated, otherwise it can't be taken care of at the same time." Company staff said.
Today, the annual shipment of Zong Wei Rubik's Cube exceeds 500,000 units, and the annual income reaches 800 million yuan, among which the sales of international stations account for more than 15%. At present, the company has three international stations with monthly sales ranging from one million dollars to several million dollars.
The peak season is approaching and the passenger flow is rising. As an international station SK seller, the traffic of Zong Wei Rubik's Cube will be wider and more accurate this year. In addition, the products are all new products in the first half of the year, with certain precipitation, and the sales volume will increase substantially. The company also signed up for the International Station Global Purchasing Festival in September, hoping that the growth rate this year will double on the basis of last year.
At present, many sellers in the industry are trying multi-platform layout. Zong Wei Rubik's Cube suggests that new entrants to the international station control the ratio of turnover and income between B-end and C-end to avoid polarization; Product differentiation, according to the need to lay out more international stores.
Not only cross-border sellers, but also domestic e-commerce sellers are important new merchant groups in international stations.
The sales of furniture vendors in the three stores exceeded $654.38+million.
The development of Dalian Zhicheng Furniture Co., Ltd. is legendary. This company specializes in mattress products. On 20 1 1 year, founder Zhu Yulong opened Taobao Mall with a credit card and entered the e-commerce market. After several years of exploration, the company's annual sales of Tmall has exceeded 80 million in 20 18, occupying a place in the industry.
But he couldn't breathe a sigh of relief. Competition in the domestic B2C e-commerce market is becoming increasingly fierce. Dalian Zhicheng Furniture hopes to balance the competition by doing B2B e-commerce. In addition to improving performance, the company also hopes to sell its products abroad and realize its brand going out to sea. 2065438+April 2008, the company settled in Ali International Station.
From the domestic e-commerce C-end to the cross-border B-end, the business transition period is inevitable. "Interlaced like a mountain, we will encounter many problems, such as export process, quotation, performance, customs declaration, customs clearance and so on, but the problems of foreign trade process and service link have been solved with the help of Ali." The relevant person in charge of the company said.
The company specializes in mattress products, but the product requirements at home and abroad are different. Dalian Zhicheng Furniture specially designed products and production processes, which solved the problem of product demand difference between China and foreign countries. Mattress, as a commodity, has been tested in the logistics and transportation of cross-border retail. Smaller retail orders are difficult to make, while larger orders can be combined with sea containers to save freight. Spring mattresses can also save space by compressing the exhaust ports.
Dalian Zhicheng Furniture has blossomed in many domestic e-commerce channels, and the international business department has also deployed Amazon and Yi Bei platforms, but Ali International Station is still its main overseas sales channel. Last year, the turnover of the company's mattresses on the e-commerce platform and factory reached 360 million, of which the turnover of e-commerce sales channels reached 200 million, and the turnover of international stations reached 7 million dollars, accounting for 25% of the channels.
"In 20021year, our goal is to sell10.3 million mattresses, and the sales of international stations will reach 20 million US dollars, and the proportion of channels will increase to 35%. The company already has three international station stores, and its current sales exceed $6.5438+million. " Dalian Zhicheng Furniture said.
In the development planning of international station channels, the company will give priority to manufacturing factory brands going out to sea, and at the same time, do a good job of brand products, develop global distributors from international stations, and verify products and markets.
To this end, the company participated in the superstar brand project in September and the purchasing festival in September. "We are very confident that we have achieved good results in the promotion of international stations in March and September in previous years." The traditional sales season is approaching, and furniture mattresses, as just-needed consumer goods, will meet greater demand at both C and B ends, and sales performance is expected to rise.
The fact that B-end sales are improving has been confirmed by sellers again, and B2B has also entered a high-speed development mode, which will boost more cross-border sellers to further improve their performance in the future.
If the B end is good, it will usher in the "second spring" of development.
Cao Lei, director of China E-commerce Research Center, mentioned in the report "B2B Status and Eight Trends of Cross-border Export E-commerce in China" that at present, China's traditional export trade is cold, and export e-commerce is growing rapidly against the trend; B2B model has always been in the leading position of export e-commerce. In cross-border electronic commerce, B2B has become the preferred mode for small and medium-sized enterprises. It is easier to get the quantity and arrange the factory production in the early stage of this business. After 20 years of development, it has changed from information service to transaction service and data service, and ushered in the second spring of development.
In recent years, with the profits of other foreign trade situations getting thinner and thinner, B2B enterprises have transformed into cross-border e-commerce. With the help of national policies, companies engaged in cross-border e-commerce export B2B business, such as Dalian Zhicheng Furniture and Shenzhen Zong Wei Rubik's Cube mentioned above, also ushered in rapid growth in performance.
Since the beginning of this year, more sellers in the industry have paid more attention to the B-side. A seller said that the C-end business did not reach the expected growth this year, and most categories entered the price war mode. Several partners got together to discuss and prepare to gradually transform into 2B business. Another seller said that he gradually found the happiness of being a B-end, without worrying about dormant account and dead inventory; More sellers bluntly want to try Alibaba International Station.
It is understood that Alibaba International Station is the world's largest cross-border B2B e-commerce platform, with sellers from more than 40 countries and regions around the world and buyers covering more than 200 countries and regions. In the first half of this year, the transaction volume of international station platforms increased by11%year-on-year.
Sellers who encounter bottlenecks at the C end may wish to look at the B end. Dalian Zhicheng Furniture, which tasted the sweetness of cross-border sellers wanting to lay out international stations, also gave some suggestions:
First, we need to do a good job in market research and positioning in the early stage;
Second, it is necessary to set reasonable goals based on the data provided by the e-commerce platform;
Third, it is good to do e-commerce or business. I used to look at information consultation to get data. Now the e-commerce platform directly obtains a large amount of data. Therefore, it is necessary to make more effective decisions by analyzing the data, rather than blindly following the trend. This is also the most important point.
Since the development of cross-border e-commerce, the era of barbaric growth has ended. The seller group realized that the idea of "taking shortcuts to make quick money" could not last long, and the future business needs to be intensively cultivated, and more efforts should be made in terms of quality, brand and high-quality supply. Only when a tree is deeply rooted can it avoid the wind and rain. For sellers who value long-term development, it has become necessary to spread risks through multi-channel sales.