How to promote publicity strategies and skills in cross-border e-commerce operations?

I'll watch it, too. what do you think? The following is an article I read today that can answer your question. Many individuals and enterprises want to do cross-border e-commerce, but how to do cross-border e-commerce well is a problem that many people have no idea. Taking export e-commerce as an example, this paper stands at the highest point and extracts seven core steps for your reference! First, talent: to build a team, consider yourself first. First of all, don't expect one person to take care of everything for you. If you don't understand e-commerce, you will never catch talents. If you are a third-party platform, you need to spend some time to understand the platform rules first. For enterprises, you need to know which rules need to be followed. When recruiting people for an interview, they know that the other person is unreliable. Many successful traditional enterprises, the boss himself is very clear, their success starts from the foundation. Therefore, in the team configuration, we must consider ourselves and which piece will be missing in the future. In the early days of starting a business, no one was without money and a spacious office. People who recruit through traditional recruitment channels may be afraid to come to work when they see you alone in an empty office. At this time, "finding someone" is very necessary. The first step is to know who to look for before looking for someone. Generally speaking, posts are set up because of things, and people are recruited because of posts. There is no difference between foreign trade e-commerce and domestic e-commerce in their posts. They all need five functional modules: technology, marketing, operation, procurement and logistics. What about personnel, administration and finance? Before you make money, do a part-time job yourself. Second, product selection: it is always the first step in platform operation and marketing. Product selection has always been the most talked about topic and the core topic of cross-border e-commerce. For different platforms, the core is to choose products after understanding the platform, and the same product can learn marketing methods from each other on different platforms. 1, Amaon featured Amazon, and the first thing that everyone thought of was being suitable for branding, high gross profit and so on! However, for many sellers in China, Amazon left us with only "following the listing" and "self-built listing". The self-built listing method is suitable for the brand and pseudo-brand strategy that everyone is keen on at present. Of course, if it is a simple OEM, this route is actually very tired. So, in this environment, how to choose products? In fact, most of the products sold are standardized products. The idea of choosing products is China's purchasing thinking, electronic products, auto parts, home and sports equipment and so on. At present, many rules of Amazon have been distributed by FBA. Therefore, when selecting this category, whether there is infringement depends on whether the list of parent companies to be followed is brand (or pseudo-brand protection). The rest of the main energy can be invested in purchasing cost analysis and domestic logistics head-end calculation, but also around the market sales price range, constantly testing such products. With the same TITEL, keywords, pages, pictures and local delivery, the only thing we can do is to see who has low operating expenses and who will compete for the strength of BUY BOX. The purpose of our product selection is to sell, which is actually the fundamental core of product selection. Self-built products are mostly recognized brands (or recognized fake brands), and their core is the sales ability of such products in the market. This kind of products are usually non-standardized and subjective products. They are niche products with relatively few high-profit competitors. Only in this way can we develop in a specific user group and a small market gap based on non-China purchasing thinking. Similarly, the core of the selection is selling! 2. AliExpress's choice of AliExpress is mainly based on direct hair. For localized operation, only the seller can improve the timeliness and customer experience, and the platform itself has no requirements for these. Then, we should distinguish the weight and value of the product. At present, brands that focus on AliExpress are more fashion products and accessories and small household sports products. Therefore, when sellers make AliExpress products, they still mainly use China purchasing thinking. Title, keywords, pages, pictures, etc. It must be done well, and the cost performance requirements are more prominent. The main market should be in the third country market outside Europe and America, and the main sales destination should be considered when selecting products. The idea of distributing goods and the operation mode of virtual sample inventory may lead to a great difference between the number of online SKUs (inventory units) and the actual SKUs in the inventory, but small and medium-sized sellers can get started quickly, and with sufficient manpower, they can get twice the result with half the effort without investing too much inventory funds. Of course, interested sellers can make vertical product lines according to Amazon's self-built listing thinking, make use of Amazon's seller brand (pseudo-brand) thinking, and focus on making their own brand stores by using AliExpress's paid traffic, but this should be completed as soon as possible (AliExpress already has many big brands). 3.ebay's choice ebay puts it in the third place because of the complexity of its platform. At present, except the brands and franchisees sold by ebay, others can be distinguished by "overseas warehouse faction" and "China straight hair faction". You can directly use the "follow-and-sell" thinking of Amazon's "overseas warehouse faction" above, but the difference is that the title, keywords, pictures, descriptions and local logistics selection methods are different because of the sellers' own differences. The product selection thinking of "China Straight Hair School" can be operated by the "AliExpress product selection thinking" mentioned above. It can be said that the two markets are basically the same, and the only difference is the platform's assessment of sellers and the platform's publicity in the audience countries. 4. Choice of Wish If Wish sellers do the above three platforms at the same time, they will find that Wish's keywords and pages are all made according to Amazon's model, but they lose flexibility in the label. SKU attributes and matching are completed according to the AliExpress model, but it also lacks flexibility. In terms of user interface, I chose the same gender and hobby recommendation as most mobile terminals. Sellers who know ebay immediately notice that this interface is actually ebay's "Collections". When it comes to searching for products, Wish returns the same algorithm for each platform as a whole. Therefore, it is basically feasible to use the product selection thinking of AliExpress to do WISH, but due to the special perspective of mobile terminals, we need to pay attention to the different displays of pages and overall projects. However, we should pay attention to WISH's FBA-like customer service refund method and the impact of the current suspension of cooperation with PAYPAL. Xiao Yi has something to say: The competition in 20 16 years will be the competition of products, including brand and quality. However, because some sellers have little control over the factory, they can try M2C supply and marketing mode. The factory stores the goods in overseas warehouses in advance, and the seller can upload product descriptions and other information to all the above platforms with one click. After the goods are sold, they will deliver them from overseas warehouses and pay for them. For sellers, effectively control product quality risks and expand business with zero cost, zero inventory and payment pressure. The third is warehousing: pay attention to the risks of overseas warehouses. In terms of storage space, shelf space, commodity information and process design, the first two items are infrastructure, while the latter is system application. 1. Standardizing shelf space shelf space information refers to arranging the storage locations of inventory goods according to their positions, indicating the serial numbers with unified signs, and making obvious signs. Scientific and reasonable shelf information is beneficial to the maintenance of inventory goods. In the process of goods entering and leaving the warehouse, the operation can be completed quickly, accurately and conveniently according to the shelf information, which improves efficiency and reduces errors. When editing shelf information, we should ensure that the shelves in the warehouse are numbered in the same way to facilitate search and processing. 2. Commodity information specification The commodity information specification here mainly refers to the systematization and clarity of SKU (inventory unit) information, commodity specifications and sizes, and Chinese and English customs declaration information. The standardization of commodity information is also conducive to the fine management of inventory goods, timely and accurate picking, improving efficiency and avoiding picking mistakes. As the smallest inventory unit of commodities, commodity SKU is the most important and basic data in commodity management. However, due to the lack of existing information, many sellers will lack SKUs or SKUs are incomplete. 3. Process design The process here does not refer to 4S or 5S, but refers to the sequential connection of each node in the process of ordering and invoicing management under the above two specifications. Simply put, the daily back-end management of cross-border e-commerce sellers can be roughly divided into: 1, obtaining orders; 2. Order allocation; 3. Single delivery; 4. Inventory maintenance. Order acquisition: automatically import platform orders into the management system through the official API interfaces of Yi Bei, Amazon, AliExpress and Wish platforms; Order distribution: access to the mainstream international logistics channels in the market, all orders are automatically distributed to the corresponding warehouses according to the user-defined distribution rules, and the corresponding logistics obtains the face sheet and tracking number; Billing and delivery: the order automatically obtains logistics information according to the rules, generates the face sheet and tracking number, and the delivery information is also printed synchronously with the face sheet. For simple packages (packages with only one item in the order), you can sweep the goods and bill; Inventory maintenance: the system automatically maintains inventory according to the delivery of orders, and automatically generates purchasing suggestions according to the inventory quantity and recent average daily sales combined with the purchasing cycle. When the purchase comes back, it can support continuous orders and form a closed loop in the process. Overseas warehouses are suitable for goods (batteries, powder, etc. ) is expensive, bulky and fragile, and cannot be transported through traditional logistics channels. To be an overseas warehouse, you need to consider the financial strength and anti-risk ability of the merchants themselves. Because overseas warehouses have a characteristic, it is easier to send out than to take back. The returned goods are imported, and in many cases, the cost of freight and customs duties will be much higher than the value of the goods themselves. This product sells well in this country, but it may not sell, and the rest will become inventory loss. Xiao Yi has something to say: Warehouse management is a science as well as an art.. How to ensure the turnover rate, accuracy and process standardization of the warehouse requires a good ERP or software to assist in recording and scanning the warehousing, re-inspection, packing, warehousing, inventory and transfer of the warehouse management, and at the same time ensure the accuracy of picking and labeling in the outbound verification. Generally speaking, warehouse management should be precise and accurate; The operation process is standardized but flexible; Small sellers do not have the ability to develop by themselves, so it is suggested to use some ERP software to realize these functions, which will greatly save the workload and reduce the error rate, that is, save the cost. Fourth, the platform: the ingenious combination of the three-party platform and the self-built mall For businesses that have just set foot in cross-border e-commerce, it is recommended to choose the third-party platform first. Third-party platforms have mature rules, which are based on long-term experience of platforms. It can protect the interests of buyers first, and then maintain fairness to the greatest extent. For sellers, the advantage of the third-party platform is that the traffic can be free, and the disadvantage is that the bigger it is, the greater the strategic hidden danger. But for the cross-border B2C of self-built shopping malls, these hidden dangers do not exist, because self-built shopping malls are not pursuing traffic but brand. The significance of self-built shopping malls is definitely not simple sales, because online means being in a state of promotion and information dissemination, so the primary function is information dissemination, followed by trading. Now we can also see that many merchants have skillfully matched the third-party platform with the self-built B2C mall: put a leaflet of B2C mall in the delivered package, thus realizing the free promotion of their own mall. V. Promotion: The foundation is to have good products. There are five main types of product promotion: social media marketing, paid traffic marketing, industry community marketing, opinion leader marketing, coupon and transaction temptation marketing. For different products, different platforms should choose one or two suitable methods. 6. Logistics: Choosing the right logistics company mainly measures whether this logistics company is suitable for you from four aspects. First, look at the history of the company. Secondly, look at whether the company's service channels are comprehensive. Different goods need to choose different logistics methods, such as considering weight restrictions. The more goods the logistics company delivers, the more services you can enjoy. Moreover, look at the price. The logistics cost will erode the seller's profit, so the price is the seller's most concerned issue. However, blindly lowering the price will bring serious consequences, such as abnormal operation, packet loss and unstable delivery time. Pursuing only economic benefits will inevitably damage the customer experience. The vast majority of sellers will only understand if they suffer losses in this respect. Finally, look at the overall strength of the company. For example, whether the dot distribution is wide enough and whether there is a seamless upstream and downstream system. Xiao Yi has something to say: Export Easy Company and cross-border logistics experts are recommended to integrate the global logistics network system with global warehousing as the core, and provide cross-border e-commerce sellers with overseas warehousing, international special lines, international parcels, international express delivery, FBA headquarters and other logistics services. Export Easy has 8 overseas warehouses, covering the mainstream cross-border e-commerce market in Europe and America. Export Easy has 1 1 years of cross-border logistics experience and wholeheartedly provides refined logistics services for cross-border e-commerce sellers. 7. Collection: The safety of the last tier of funds is the first priority. If the security of funds is not guaranteed, the channel will be easy to use. The more money you collect, the greater the risk. Just like PP, it is very easy to use, but it has the risk of capital settlement, and the safety of funds is not guaranteed. Secondly, the stability of the channel. There are problems at both ends of the channel every three days, which will greatly affect the payment, especially during the peak period. If you delay for one hour, you will lose a lot of orders. Third, the success rate of the channel, because the success rate is directly related to the actual conversion rate of orders, the higher the success rate, the higher the actual conversion rate. Others, such as account opening fee and annual fee, are secondary. On the contrary, the more attractive the conditions, the greater the risk. Don't limit yourself to one collection channel. For sellers, the security of capital turnover is very important, and the online shopping experience of customers is even more important. At present, cross-border RMB collection is the choice of many foreign trade e-commerce, because the payment page is fast, and it also conforms to the shopping habits of foreign consumers. Users enhance the value experience, which is conducive to stabilizing the foreign trade market share. (from Sohu)